• Journal of the Economic Geographical Society of Korea
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• v.18 no.4
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• pp.431-449
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• 2015

Motivated by the finding that place names are highly capable of acting as one of the most conspicuous brands in the economy, this study has explored the essential nature of the brand value of place names and has suggested possible methodology to evaluate this value. As the place name brand has multidimensional elements mirroring the attributes of place, its understanding should be framed in terms both of users of place names as a subject and of place as an object. In order to evaluate the brand value of place names, the possibility of adopting the concept of customer-based brand equity, which is centered on the perception and assessment of customers, has been reviewed and more detailed items of evaluation have been addressed. A few future research topics are suggested: the nature of brand value; its relevance to place identity; the influence of place marketing; the significance of exposing place names to the public; the effect of geographic indication on brand value; delineating the spatial boundary of geographic indication items.

• Journal of Distribution Research
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• v.17 no.2
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• pp.29-62
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• 2012

As distribution environment is changing rapidly and competition is more intensive in the channel of distribution, the importance of retailer image and retailer equity is increasing as a different competitive advantages. Also, consumers are not functionally oriented and that their behavior is significantly affected by the symbols such as retailer image which identify retailer in the market place. That is, consumers do not choose products or retailers for their material utilities but consume the symbolic meaning of those products or retailers as expressed in their self images. The concept of self-image congruence has been utilized by marketers and researchers as an aid in better understanding how consumers identify themselves with the brands they buy and the retailer they patronize. Although self-image congruity theory has been tested across many product categories, the theory has not been tested extensively in the retailing. Therefore, this study attempts to investigate the impact of self image congruence between retailer image and self image of consumer on retailer equity such as retailer awareness, retailer association, perceived retailer quality, and retailer loyalty. The purpose of this study is to find out whether retailer-self image congruence can be a new antecedent of retailer equity. In addition, this study tries to examine how four-dimensional retailer equity constructs (retailer awareness, retailer association, perceived retailer quality, and retailer loyalty) affect customers' repatronage intention. For this study, data were gathered by survey and analyzed by structural equation modeling. The sample size in the present study was 254. The reliability of the all seven dimensions was estimated with Cronbach's alpha, composite reliability values and average variance extracted values. We determined whether the measurement model supports the convergent validity and discriminant validity by Exploratory factor analysis and Confirmatory Factor Analysis. For each pair of constructs, the square root of the average variance extracted values exceeded their correlations, thus supporting the discriminant validity of the constructs. Hypotheses were tested using the AMOS 18.0. As expected, the image congruence hypotheses were supported. The greater the degree of congruence between retailer image and self-image, the more favorable were consumers' retailer evaluations. The all two retailer-self image congruence (actual self-image congruence and ideal self-image congruence) affected customer based retailer equity. This result means that retailer-self image congruence is important cue for customers to estimate retailer equity. In other words, consumers are often more likely to prefer products and retail stores that have images similar to their own self-image. Especially, it appeared that effect for the ideal self-image congruence was consistently larger than the actual self-image congruence on the retailer equity. The results mean that consumers prefer or search for stores that have images compatible with consumer's perception of ideal-self. In addition, this study revealed that customers' estimations toward customer based retailer equity affected the repatronage intention. The results showed that all four dimensions (retailer awareness, retailer association, perceived retailer quality, and retailer loyalty) had positive effect on the repatronage intention. That is, management and investment to improve image congruence between retailer and consumers' self make customers' positive evaluation of retailer equity, and then the positive customer based retailer equity can enhance the repatonage intention. And to conclude, retailer's image management is an important part of successful retailer performance management, and the retailer-self image congruence is an important antecedent of retailer equity. Therefore, it is more important to develop and improve retailer's image similar to consumers' image. Given the pressure to provide increased image congruence, it is not surprising that retailers have made significant investments in enhancing the fit between retailer image and self image of consumer. The enhancing such self-image congruence may allow marketers to target customers who may be influenced by image appeals in advertising.

• Information Systems Review
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• v.23 no.1
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• pp.93-113
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• 2021

Service orientation and customer orientation are recognized as important success factors in service companies. However, these constructs are evaluated through self-diagnosis within the service company based on service delivery experience. For this reason, Fintech companies that provide financial services based on non-face-to-face channels such as mobile APP have limitations in evaluating their service orientation and customer orientation. Therefore, in this study, the perceived customer orientation is conceptualized so that service orientation and customer orientation can be evaluated through customer evaluation. In addition, the antecedents and consequences of the perceived customer orientation based on the technology acceptance model were demonstrated. As a result, it was confirmed the mediating effect of perceived customer orientation in the relationship between perceived ease of use and usefulness and customer's continuous use intention and word of mouth intention. This study laid the foundation for the Fintech companies that provide all financial services throughout non-face-to-face to measure their service orientation and customer orientation through customer evaluation and utilize them in establishing service operation strategies.

• Korean Journal of Social Welfare
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• v.59 no.2
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• pp.303-325
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• 2007

This study explores the relationship between marketing activities and brand equity in nonprofit organizations, specifically investigating the relational linkage between four selected marketing mix elements and brand equity through the mediating role of brand equity dimensions. Employing a structural equation model, the study empirically tests research hypotheses and finds some important implication for brand equity creation strategies for nonprofits. The results show that brand association is the only dimension that is positively related to brand equity, reflecting the current donation market in Korea where nonprofits have such a low presence that donors have little knowledge and chance to identify their brands and to build trust relationships with them. Furthermore, the results highlight the importance and roles of promotion and process marketing efforts, as they are proved to enhance brand association. The study also finds that promotion is positively related to brand awareness and process contributes to perceived quality and brand loyalty. Based on these findings, the study suggest that nonprofits make further efforts on active promotion and process development to create positive, differentiated images and better accessibility, and finally improve their brand equity.

• Journal of Korea Port Economic Association
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• v.27 no.2
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• pp.111-136
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• 2011

This article aims to reveal the relative influences to the Brand Power and Performance of Factors that comprise the port brand assets in order to control and manage the ports. And also this Paper want to suggest the useful strategies and implications for the improvement of Brand Power by comparing the level of brand competitiveness of Incheon Port with those of other Korean ports that are in competitive relation. In this research we can find out that the components of port brand asset are awareness level, image, service quality, and satisfaction of relation. And among those 4 factors, recognition level and satisfaction of relation are very significant relation factors for the loyalty in Incheon Port. In comparison study between Incheon and Pyungtack Ports, satisfaction of relation is revealed as especially significant factor for the customers that show highly effective management performances and we can find that, in Busan Port, image and service quality are significant as well.

• Proceedings of the Korea Association of Information Systems Conference
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• 1997.10a
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• pp.503-525
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• 1997

정보시스템 아웃소싱(outsourcing)의 적용 범위와 그 규모가 증대함에 따라, 아웃 소싱은 정보시스템의 관리에서 근본적인 이슈로 등장하게 되었다. 정보시스템 아웃소싱의 중요성이 인식되었으나, 그에 대한 실증적 연구는 매우 미흡한 설정이다. 본 연구의 주요 목적은 정보시스템 아웃소싱에 있어 고객회사(client firm)와 서비스 제공업자(vendor)간의 관계의 성공 및 실패에 영향을 미치는 요인을 조사하는 것이다. 본 연구의 연구 모델은 관 계적거래이론(relational exchange theory), 커뮤니케이션 행동(communication behavior), 거래비용분석(transaction cost analysis) 등의 조직간관계(interorganizational relationship) 이론에 기반을 두고 작성되었다. 미국의 207개 회사의 정보시스템 아웃소싱 설문조사에 의 하여 다음과 같은 연구결과가 도출되었다. (1) 서비스 제공업자의 능력(vendor capability), 관계결속성(solidarity), 관계지속성(continuity expectation), 유연성(flexibility), 서비스업자의 활동에 대한 모니터링(monitoring of the vendor), 참여도(participation) 등이 아웃소싱 관 계의 성공과 양의 상관관계를 가지고 있으며, (2) 역할연합도(role integrity), 자산특이성 (asset specificity) 등은 아웃소싱 관계의 성공과 음의 관계를 가지고 있는 것으로 나타났 다. 이 결과에 의하면, 비관계적 거래(discrete exchange) 보다는, 관계적 거래(relational exchange)에 기반을 두어 아웃소싱 관계를 운영하는 것이 아웃소싱의 성공적인 구현을 필 수적으로 보여진다. 이 연구 결과를 기초로 하여 아웃소싱 대상 업무의 선택, 서비스 제공 업자의 선택, 그리고 아웃소싱 관계의 지속적인 관리를 위한 지침을 제시하였다.

• The Journal of Information Systems
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• v.6 no.2
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• pp.51-83
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• 1997

정보시스템 아웃소싱(outsourcing)의 적용 범위와 그 규모가 증대함에 따라, 아웃 소시은 정보시스템의 관리에서 근본적인 이슈로 등장하게 되었다. 정보시스템 아웃소시의 중요성이 인식되었으나, 그에 대한 실증적 연구는 매우 미흡한 실정이다. 본 연구의 주요 목적은 정보시스템 아웃소싱에 있어 고객회사(client firm)와 서비스 제공업자(vendor)간의 관계의 성공 및 실패에 영향을 미치는 요인을 조사하는 것이다. 본 연구의 연구 모델은 관 계적 거래이론(relational exchange theory), 커뮤티케이션 행동(communication behavior), 거래비용분석(transaction cost analysis) 등의 조직간 관계(interorganizational relationship) 이론에 기반을 두고 작성되었다. 미국의 207개 회사의 정보시스템 아웃소싱 설문조사에 의 하여 다음과 같은 연구결과가 도출되었다. (1) 서비스 제공업자의 능력(vendor capability), 관계결속성(solidarity), 터링(monitoring of the vendor), 참여도(participation) 등이 아웃소 싱 관계의 성공과 양의 상관관계를 가지고 있으며, (2) 역할참여도(role integrity), 자산특이 성(asset specificity) 등은 아웃소싱 관계의 성공과 음의 관계를 가지고 있는 것으로 나타났 다. 이 결과에 의하면, 비관계적 거래(discrete exchange) 보다는, 관계적거래(relational exchange)에 기반을 두어 아웃소싱 관계를 운영하는 것이 아웃소싱의 성공적인 구현을 위 하여 필수적으로 보여진다. 이 연구 결과를 기초로 하여 아웃소싱 대상 업무의 선택, 서비 스 제공업자의 선택, 그리고 아웃소싱 관계의 지속적인 관리를 위한 지침을 제시하였다.

• Journal of Distribution Research
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• v.12 no.1
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• pp.105-123
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• 2007

Recently, the beauty service industry in Korea is growing rapidly as women have increased role in society and consumers have more diversified desire for beauty. In that sense, studies on the environment of transaction is necessary to maintain the customers who use beauty service which Is one of the most prominent services in Korea. However, there is a lack of systematic investigation on that. Under those circumstances, this study tries to propose strategies by shedding light on the reasons of store loyalty based on empirical study. Furthermore, securing regular customers is deemed to be the most important thing as the competition among stores are getting fiercer in the wake of increase in the number of beauty salons. In that light, this study tries to shed light on the transaction cost clearly which affects the store loyalty, and focuses on the development of integrated research model for the transaction cost related to the environmental characteristics of beauty service industry and for the store loyalty.

• Proceedings of the Korea Association of Information Systems Conference
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• 2005.05a
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• pp.362-374
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• 2005

항만정보시스템의 기능과 항만유형과는 관련성이 있는 것일까? 본 연구에서는 선진항만들의 유형과 정보시스템 기능 분석을 통하여 관련성을 규명하고자 하였다. 항만들은 자산의소유와 운영의 주체에 따라 국유제, 공영자치제, 지방자치제(지방정부자치제) 및 사유제의 4가지로 유형으로 구분된다. 유형에 따른 항만들의 주요 활동도 달라진다. 국유제와 지방자치제의 경우는 행정처리 기능에 중점을 두고 있는 반면, 공영자치제와 사유제는 고객서비스강화에 중점을 두고 있다. 항만의 유형과 정보시스템과의 상관관계를 조사한 결과 국유제, 지방자치제 항만에는 업무처리 중심의 시스템이 발달하여 있으며, 사유제 및 공영자치제 항만에는 고객서비스를 최우선으로하는 커뮤니티 시스템과 e-Business 시스템이 발달되어 있었다. 항만유형별 정보시스템의 차이는 부산항만정보시스템의 개선에 시사점을 던져주고 있다. 그동안 국유제 항만으로서 운영되던 부산항이 공영자치제 유형의 운영방식으로 변경됨에 따라 항만정보시스템도 추세에 따라 개선되어야 한다. 본 연구에서 제안하는 방법으로 3단계 방법을 제안하였다. 제 1단계가 미러링(Mirroring) 단계로서 항만운영을 안정화시키는 단계이며, 제 2단계에서는 커뮤니티 시스템을 구축하여 고객의 서비스를 제고시키는 협업화단계로 설정하였으며, 제 3단계는 부가가치창출을 위한 수익형 시스템을 개발하는e-Business 개발단계로 설정하였다.

• Journal of the Korean Society of Clothing and Textiles
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• v.40 no.3
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• pp.480-494
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• 2016

This study focuses on influential relationships for consumer's cognition about sponsorship, consumer-brand relationship, brand equity, customer satisfaction and customer loyalty. To accomplish it, a questionnaire survey (answered by 600 males and females over the age of 20) was conducted by an Internet Research Company from October $5^{th}$ to $20^{th}$ in 2011. The results of the analysis were: First, consumer's cognition about sponsorship consisted of sponsorship interest, sponsorship importance, sponsor-sponsorship suitability, and sponsorship expectation. Consumer-brand relation consisted of personal attachment, trustful relationships and commitment relationships. Brand equity for golf wear consisted of three factors (brand awareness, brand image, perceived quality). Customer satisfaction and customer loyalty consisted of one factor. Second, the commitment relationship was influenced by sponsor-sponsorship suitability, sponsorship interest, sponsorship importance and sponsorship expectation. However, personal attachment was influenced by only sponsorship interest and sponsorship expectations. The trustful relationship was influenced by all factors of consumer cognition, except sponsorship interest. Customer loyalty was influenced by consumer's cognition about sponsorship, consumer-brand relationship, brand equity and customer satisfaction. The leverage of consumer-brand relationship and consumer's cognition for sponsorship was notably larger than others.