• (The) Korean Journal of Advertising
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• v.27 no.8
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• pp.59-90
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• 2016

Consumers demand that corporates fulfill their social responsibility by exerting influence over not only economical values but also social values in markets. Given such a social mood, most corporates are actively engaging in Corporate Social Responsibility(CSR) activities, and marketing scholars continue to study the effects of such CSR activities. Numerous such studies examined the relationship between CSR activity and brand equity. Moreover, virtually, a majority of these studies focused on consumer responses to CSR activity from an individual brand perspective. In a situation in which brand management must consider the spillover effects of brands, firms holding various brands should consider these spillover effects when they establish CSR activity strategies. Therefore, we examine the effects of CSR activity using a comprehensive approach that considers the hierarchy of brands. Additionally, we develop a new perspective on fit that has been used as a major influence on the effects of CSR activity. We argue that the mixed results of the impact of fit regarding the effect of CSR activities is attributed to the influence of connections among brands based on the hierarchy of brands. We then examine the effect of two types of CSR activity strategies that reflect the relativity of fit. The results reveal that there was no difference in impact of the two strategies based on unique roles and traits of corporate brand and effects of low fit. Also, we found that the corporate brand focused strategy creates a greater change in consumers' attitudes than does an individual brand focused strategy in the case of a particular brand. This finding is meaningful because it indicates that a hierarchy of brands may relatively reduce the impact of the role of fit, unlike general arguments from previous related research. Second, the spillover effects from the CSR activities of individual sub-brands belonging to the same corporate brand were confirmed. Therefore, we clearly verified the role of the hierarchy of brands. Although both strategies cause changes in consumer attitude toward brands engaged in CSR activity, overall, a corporate brand focused strategy turned out to be more effective than an individual brand focused strategy because of the spillover effects of brands. Third, this study verified the effect of a corporate brand focused strategy through a moderating effect analysis of the degree of association between individual brands and corporate brand. Given these results, we identified a moderating role in the degree of association and the changes in consumer attitudes toward both main brands engaged in CSR activities and other different individual brands, which were caused by the spillover effects of brands. Finally, this study addresses implications and limitations.

• The Journal of the Korea Contents Association
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• v.20 no.8
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• pp.522-537
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• 2020

The Joseon dynasty had close communication with the Ming and Qing dynasties on multiple levels. In the development process of furniture modeling design, the same cultural source and mutual communication, and the same factor was reflected in each other's furniture modeling. In this paper, "Furniture in the later Joseon Period" and "Ming style furniture" are taken as the research noumenon, table furniture as the specific research object, and from the perspective of "similarity" in the history of exchanges between the two countries, the overall modeling design and the local modeling design are selected to discuss the modeling design of traditional furniture in the two countries. In the analysis of specific research cases, there are similar genes in the overall modeling design of table furniture such as soban, warp bed and inkstone bed in the later Joseon Dynasty and table furniture such as kang, square table, wine table and incense table in the Ming and qing dynasties. In terms of local modeling, the appearance of similar desktop, cloud horn, leg, foot and other modeling designs better confirms the similarity in modeling design between the two countries. In this paper for "type of air hole" formative source speculated that traditional furniture is for Korean peninsula a tentative study of cultural studies. Considering the fact that the exchanges between Korea and China are expanding in many aspects, exploring the similarities in the traditional furniture will help to analyze the cultural exchanges between the two countries and promote the exchanges.

• Journal of Korean Society of Transportation
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• v.18 no.6
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• pp.7-17
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• 2000

The Purpose of this study is to test the effectiveness of Special Transportation Management Zone system (TZ) when it is applied to Dongdaemoon commercial zone located in downtown Seoul. The study consists of two Parts ; the legal components of TZ and the case study on Dongdaemoon district. The case study includes the analysis of current traffic situation on the study zone, the design of implemention alternative for each component of TZ, the framework of impact analysis system, and the analysis results. The study finds, if 2,000 won mandatory parking fee on drivers parking in the buildings only with over 10 parking spaces and over 3.000$m^2$ in floor area, strong illegal parking enforcement, and Pro-hibition of parking passenger cars whose last digit plate number matches with the last digit of date, are implemented in the zone simultaneously, the traffic speed increases to 20.56km/h which is above the target set in the zone. In conclusion, we find that TZ2 can be an effective tool relieving traffic congestion in Seoul, and that it is necessary for introducing TZ in Seoul that relevant laws should be revised and expecting problems should be overcome.

• The Journal of the Korea Contents Association
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• v.16 no.10
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• pp.598-607
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• 2016

The purpose of this study is to suggest necessity of idea expression method suitable for people in our country and deduct Graphic Ideation method by grasping problems of existing idea expression method. The idea expression method (association stimulating method, conceptual shifting method, information combination method) used by many graphic designers is effective in suggesting initial keyword, but has difficulty in the course of deducting the concept. Though deduction of core keyword is important to develop as a concept, the course of separation, combination in keyword connection play an important role, and most of idea expression methods are unavailable for suggesting concrete method for the course. Also as most of idea expression methods were developed and delivered in English-speaking world, it is suitable in English-speaking world culture which has thinking focused on words, but people in our country, which have thinking focusing on narration, cannot consider difference in language thinking due to limitation in idea for each stage. This study deducted idea expression method suitable for emotion of people in our country by proving the value of this idea expression method with style of suggesting and demonstrating 4 hypotheses in order to make the course for easy connection, separation, combination of keyword deducted by existing idea expression method, as well as suggesting idea expression method design based on these hypotheses. This idea expression method used rhetoric so that it is suitable for people our country who are strong for narration expression.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.13 no.6
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• pp.1-14
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• 2018

As interest and consumption of luxury goods have become more popular, luxury goods market is growing rapidly. Consumers can acquire psychological satisfaction with material abundance by purchasing and using luxury goods. Also, from the view of corporations, luxury goods have price inelastic characteristics, so they can enjoy price premium and it is good to produce good performance. That is the reason why they should pay much attention to securing luxuriousness. This study examined the establishment of brands luxuriousness in Korean SMEs. First, it examined the world market of luxury goods industry and the present condition of Korean market. Then it identified the constituents of luxuriousness by examining the prior studies and related literatures, and designed a research model based on the theoretical grounds to suggest the methods of brand luxuriousness building of Korean SMEs. Luxuriousness can be defined as the attribute of product that distinguishes luxury goods from other products by consumers' perceptions, and the factor that provides situational benefits that motivate consumers' purchasing behavior. In this study, I identified the sub-dimensions of luxuriousness according to whether there are product related attributes and consumers' benefit in consideration of the problems of existing studies. Product related luxuriousness are classified into superiority(functional benefit) and scarcity(experiential benefit), while non-product related luxuriousness are classified into differentiation(symbolic benefit) and traditionality(exclusive benefit). The following are the ways to build brand luxuriousness. First, company can use product factors. High quality, excellent design, high recognized brand with strong, favorable and unique images can enhance the luxuriousness of brand. Second, company can use price factors. Consumers tend to perceive luxury goods as high-priced items, so lowering the price of product can undermine the luxuriousness of product. Third, company can use distribution factors. It is effective for making consumers to perceive the differentiation and scarcity of luxuriousness through limited distribution channel. In addition, store atmosphere suitable for luxury brands should be created. Fourth, company can use promotion factors. The more consumers are exposed to advertisements, the more positive attitudes toward luxury brands are made, and consumers recognize luxuriousness higher. Price promotion negatively affects consumers' perception of luxuriousness. Fifth, company can use corporate factors. Consumer evaluations of products are influenced not only by the product attributes but also by the corporate association and corporate image surrounding the product. Considering the existing researches, it is possible to enhance the brand luxuriousness through high corporate competence and good corporate reputation. In order to increase the competence of the enterprise, it is useful to approach multidimensionally in relation with the knowledge creation capability. In corporate reputation, the external stakeholders' reputation is important, but the internal members' reputation is also important. Korean SMEs will be able to build brand luxuriousness by establishing marketing strategies as above and/or mix(integrate) them according to the situation.

• The Journal of the Korea Contents Association
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• v.19 no.2
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• pp.379-392
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• 2019

Public service advertising is a form of communication activity performed to increase public interest. In order to improve the effectiveness of public service advertising, it is necessary to formulate advertising strategies that can actually induce positive action changes. China has various social problems because of dramatic social changes, which call for implementing public service advertising. This study aims to improve the persuasive effects of Chinese public service advertising by addressing effective communication strategies. In particular, we selected 33 works that use fear appeals from 2016 HuangHe Award-winning posters and analyzed their visual representation of fear appeals. The results suggest that fear appeals are frequently used in safe driving and anti-smoking campaigns. In addition, main colors of these posters were black and white. The main fearful images were often represented in a form of 'fact' and 'factual conception' and in the type of 'picture.' They also have features of implicit association' and 'exaggeration'. This study has a significance in terms of providing theoretical and empirical information to future research on improvement of public service advertising in China.

• Science of Emotion and Sensibility
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• v.11 no.4
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• pp.511-520
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• 2008

The fundamental goal of this study is to analyze characteristics of combined relations of formative element factors that compose robot's face based on a result of preference response from robot's design. Also, in order to improve preference from the analysis result, this study intended to inquire into possibilities of suggesting design guideline. For these, pictures of 27 different kinds of robot faces were selected as experimental stimuli, and experiments of preference response and association response were performed. As a result of the experiments, various characteristics were achieved such as robot's eye shape having greater influences than facial structure, etc. Based on the result, formative element factor characteristics that could positively influence preference response on robot's face could be drawn and a basic design guideline could also be suggested. An eye should be oval so that the length-to-width ratio may be 1.67:1. The distance between both eyes should be 35% of the facial width. Also, eyes should be above the central latitude of the face so that they may be visually stable. It is advisable to round the face generally. Eyes should be harmonious with the face so that the robot may seem cute and charming.

• KOREAN JOURNAL OF PACKAGING SCIENCE & TECHNOLOGY
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• v.19 no.2
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• pp.103-108
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• 2013

Packaging of solar salts produced in Korea and Japan were evaluated and compared each other in terms of packaging design such as package types, colors and graphics. The standing pouch type in plastic film was most popular for the Korean salts regardless of the package capacity. But the same type was common only for the lower package capacity of 300 g or less while the plastic film pouch was prevalent for the higher capacity for the Japanese salts. White and brown were dominant colors for the Korean solar salts reminding us of salt farms and the foreshore respectively and strengthening its color identity. White, blue and red were used for the dominant, assort and accent colors respectively for the Japanese salt packaging. Salt farmers and the foreshore are often represented as the main package graphics for the Korean solar salts while the wave symbolising the sea was found frequently for the Japanese ones. The word of 'Shinan' was involved the most in the brand names of the Korean salts and the sea was appeared very often in those of the Japanese ones.

• Journal of Sasang Constitution and Immune Medicine
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• v.12 no.1
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• pp.48-62
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• 2000

Creativity is the most important characteristic and ability in the 21st century. Recently leading people in Korean society are aware of the significance of the enhancement of the creativity. However, Korean students are less likely to take initiative or depart from standard ways of thinking or doing things, because Korean Confucius culture puts an emphasis on collectivism. An individual has an obligation to conform in order to avoid conflict and maintain social harmony. The rule of respecting parents and teachers leads to a lack of self-expression and entails silence. Brainstorming technique developed by American Osbron, who originated the group brainstorming in 1953, is the most popular creative thinking method for the students. Brainstorming technique has two principles : ideation can be more productive if criticism is concurrently excluded; The more ideas the better. In doing BS, each panel should consist of chairperson, an assistant chairperson, recorder, and 10 others including 2-3 females. However there are several problems in doing group BS, such as production blocking, uniformity thinking, evaluation apprehension, and social loafing. This study was undertaken to investigate the proper way of forming Brainstorming groups with Korean students according to the Sasang Constitutional Medicine originated by Korean Lee Je-ma in 1894. Human beings are classified in four group in Sasang Constitutional Medicine : Taeyang-In, Teaum-In, Soyang-In and Soum-In. Two Yang-Ins are more self-expressive : Taeyang-In has very unique ides and thoughts; Soyang-In is very humorous and like to present his/her ideas. On the other hand, two Um-Ins are passive and are not likely to speak out their ideas in group. Therefore, in this investigation firstly, the brainstorming group was formed with two Yang-Ins (Taeyang-In and Soyang-In) and two Um-Ins(Taeum-In and Soum-In) separately and secondly, Yang-Ins and Um-Ins were mixed. And the first method was compared with the second method in terms of the degree of participation of the group members and finally the better grouping method to produce more and better ideas was discussed and suggested for the educational system.

• 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.