• Journal of Digital Convergence
• /
• v.17 no.6
• /
• pp.185-192
• /
• 2019

The purpose of this study examines the effects of corporate CSR on corporate image, customer satisfaction, and customer citizenship behavior in order to provide implications for CSR. To verify hypotheses, we conducted a questionnaire survey on university students using Apple, Sony, Sharp, and Kyocera mobile phones, and used structural equation model analysis for 294 units. As a result, four factors, economic responsibility, legal responsibility, ethical responsibility and philanthropic responsibility were derived from corporate social responsibility, and all three factors except for ethical responsibility factors were proved to have a positive effect on corporate image. In addition, corporate image has a positive effect on customer satisfaction and customer civic behavior. As an implication, Japanese companies will need to take a systematic approach to CSR to help them understand their CSR and improve the level of CSR they can sympathize with.

• International Area Studies Review
• /
• v.12 no.2
• /
• pp.227-250
• /
• 2008

The purpose of this study is to compare the Korean consumers' global brand preference and purchase intension with Chinese consumers. Based on the literature review, we created structural correlation between consumer ethnocentrism, perceived quality, brand of origin image global brand preference and purchase intension. The survey polled 500 university students in Busan, Korea and Shanghai, China. SPSS ver.15.0과 AMOS ver.7.0 statistical package were used to analysis the questionnaire data. In order to examine the structural correlation between variables we operated structural equation modeling. The results of the study were as follows: in Korean case, perceived quality and brand of origin image had positive effect on global brand preference, but consumer ethnocentrism had no effect on global brand preference. And global brand preference had no effect on purchase intension, either. in Chinese case, perceived quality, brand of origin image had positive effect on global brand preference, but consumer ethnocentrism had no effect on global brand preference. while global brand preference had positive effect on purchase intension.

• The Journal of the Korea Contents Association
• /
• v.14 no.10
• /
• pp.697-705
• /
• 2014

Recently, university advertising was increasing with the educational circumstance changes. This study purposed to find out the effect of university ads satisfaction on enrolled students's university loyalty as an internal customer's loyalty not on existing external customer's perspectives. And we want to see more about the mediation effect of perceived image of the student and expected image of the student's relatives. Through the research model design and survey on students, we analysed proposed path hypotheses using the covariance structural equation analysis method with AMOS7.0 tool. As research results, all the hypotheses are accepted. University ads satisfaction was influenced to the perceived image and expected image, and finally to the university loyalty of the student. So, it is need to expand the university advertising coverage to the internal customer of enrolled students and his relatives.

• Journal of Digital Convergence
• /
• v.17 no.9
• /
• pp.105-114
• /
• 2019

This study examined the causal relationship between CSV and brand image and consumers' behavioral intentions by structural equation model using psychological variables such as CSV intentionality and company-consumer identification. 198 questionnaires were used to test 8 hypotheses using Smart PLS 2.0. Results are as follows: First, two hypotheses were rejected that CSV had a negative effect on CSV intentionality and CSV intentionality had a negative effect on brand image. Second, CSV has a positive effect on company-consumer identification and company-consumer identification has a positive effect on brand image, purchase intention, and willingness to pay. This study suggests the necessity of enhancing customer participation and communication for the company to establish CSV strategies.

• Management & Information Systems Review
• /
• v.37 no.4
• /
• pp.219-236
• /
• 2018

The purpose of this study is to investigate the effect of image of brand origin on brand related variables in the formation of attitude or loyalty of global brand, We tried to identify more influential relationships through sub-variables such as brand familiarity, brand identification, and brand attitude. This study presents the following results and implications. It is shown that the manufacturing ability image has no direct effect on brand identification, but the general image has a direct positive effect on brand identification. In addition, the manufacturing capability image and general image of brand origin have indirect effects on brand familiarity through brand identification without directly affecting brand familiarity. In addition, consumers are more likely to be more familiar with brands that they think are consistent with their own images, maintain a good attitude, and be more likely to be loyal to brands. Brand familiarity had a positive effect on brand attitude but not on brand loyalty. Familiarity showed a positive attitude, but it did not necessarily lead to strong repeat purchase or purchase.

• Journal of Korea Society of Industrial Information Systems
• /
• v.19 no.5
• /
• pp.91-102
• /
• 2014

Different from the past studies, in this study we postulates that the consumers' trust play an essential mediating role in the relationship between the two dimensions (eco-friendly manufacturing, eco-friendly campaign) of corporate environmental responsibility activities and the corporate image. Trust is conceptualized into three different forms: expertise-based trust, benevolence-based trust, and honesty-based trust. A model integrating two dimensions of corporate environmental responsibility, three forms of trust, and the corporate image is tested using data of 374 student and general consumers. The results of data analysis show that the eco-friendly manufacturing positively influences on the expert-based trust and the eco-friendly campaign positively influences on the benevolence-based trust. The Effects of Corporate Environmental Responsibility Activities on Corporate Image: Focusing on Dimension of Environmental Responsibility. However, eco-friendly manufacturing, eco-friendly campaign activities have a significant impact not on the honesty-based trust. Finally, our results indicate that the expert-based trust, the benevolence-based trust, and honesty-based trust have a significant influence on the corporate image. Thus, this study demonstrates that trust indeed plays a mediating role between corporate environmental responsibility and the corporate image.

• Journal of the Korean Society for Library and Information Science
• /
• v.36 no.3
• /
• pp.25-47
• /
• 2002

This study is an attempt to explore the professional image of librarianship through librarians' subjectivity using Q-methodology based on intraindividual difference in significance. The study identified four types of the professional image of librarianship and discussed their relationship; the ambivalent, the prideful, the advanced, and the critical. Each types are unique, not inter-exclusive characteristics reflected the context of the present. Also, all types have a positive image toward the librarianship.

• Journal of Convergence for Information Technology
• /
• v.10 no.1
• /
• pp.93-98
• /
• 2020

The study aims to understand how indirect hallyu experiences in the Chinese market affect Korea's national brand image and willingness to purchase Korean goods from the perspective of "content consumption" and "recognition of Korea's." To that end, a total of 178 Chinese university students in the Beijing and Shanghai regions were analyzed. According to research and analysis, the perception of indirect hallyu experience has had a positive affection not only on the Korean national image but also on the willingness to purchase Korean products. Also, the halo effect came as Korea's national image had a positive effect on quite a lot of intentions to buy Korean merchandise. The recognition of South Korea can be enhanced by the spread of hallyu, which can be a decisive gauge of a favorable impression of the country in a short time.

• Journal of the Korea Society of Computer and Information
• /
• v.26 no.1
• /
• pp.189-199
• /
• 2021

This study examines the relationship between internal marketing, market orientation, patient satisfaction, and hospital image, and especially focuses on the effect of CEO's role on internal marketing at a local national university hospital. A survey was conducted using the convenient sampling technique and 222 questionnaires excluding unreliable replies were used in the final analysis for the hypothesis testing. SPSS 21.0 was used for the basic analysis of the collected data, and confirmatory factor analysis was performed for reliability and validity using AMOS 21.0. Path analysis was performed for the hypothesis testing. The results of this study are as follows: First, the role of CEO positively affects internal marketing. Second, internal marketing has a positive effect on market orientation, and leadership is the most influential factor of internal marketing. Third, market orientation has a positive effect on patient satisfaction and hospital image, which are non-financial organizational performance. Therefore, internal marketing plays a major role in improving market orientation, patient satisfaction, and hospital image, and it is identified that the activation of internal marketing depends on the support of CEO in hospitals.

• Smart Media Journal
• /
• v.12 no.8
• /
• pp.37-44
• /
• 2023

This study investigated the influence of travel-related content on the popular short-form platform TikTok in China on users' intentions to visit travel destinations and purchase travel products. Conducted in July 2023, amidst the rising consumption of short-form content through mobile devices due to the COVID-19 pandemic, the research surveyed 337 participants using an online survey platform in China. The findings revealed that the entertainment factor within TikTok's content did not significantly impact the perception of travel destinations, whereas informativeness and trustworthiness had positive effects. Moreover, expertise and interactivity also had positive effects. The study demonstrated that the image of travel destinations formed through short-form content on TikTok positively and significantly influenced visitors' intentions. These results provide valuable insights for crafting effective strategies in the tourism industry and marketing efforts.