• Title/Summary/Keyword: 모 브랜드

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A study on the effect of brand recognition on brand personality, brand image and customer-brand relationship quality in the university contract foodservice industry (대학교 위탁급식업체의 브랜드 인지가 브랜드 개성, 브랜드 이미지, 소비자-브랜드 관계의 질(BRQ)에 미치는 영향연구)

  • Lee, Yun-Jung;Han, Kyung-Su;Choi, Duck-Joo;Kim, Yun-Kyeong
    • Culinary science and hospitality research
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    • v.17 no.2
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    • pp.51-73
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    • 2011
  • Companies are required to invest in numerous intial marketing costs for establishing brand power, thus, many companies in the foodservice industry are increasing their budgets on communication to strengthen their own brand equity components such as brand recognition, brand royalty, perceived quality and associated image using mass media that has not been used before. For this study, 617 samples were analyzed by such analytic methods as a frequency analysis, cross-tabulation, a factor analysis and a reliability analysis for validity, and a confirmatory factory analysis, a model adequacy evaluation, and a path analysis using AMOS 17.0. The hypothesis verification by the AMOS analysis has revealed that all hypotheses positively influenced contract foodservice brands, and the brand recognition of a university contract foodservice company has an impact on sincerity and refinement. Therefore, positive brand image formation encourages strong brand establishment between a university contract foodservice business and customers, and this study strongly suggests continuous further studies about constructing a positive brand image.

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A Study of Utilizing Brand Touch Point of Corporate Museum : In terms of the Market-Driving Brand and Consumer Insight (기업박물관의 브랜드 접점 활용연구 : 브랜드 시장주도와 소비자 인사이트 관점에서)

  • Kim, Eun-Jeong;Chang, Dong-Ryun;Hong, Sung-Min
    • Archives of design research
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    • v.20 no.3 s.71
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    • pp.163-178
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    • 2007
  • The importance of brands as well as the consumers' emotional & cultural desire have increased. In the meantime, the companies have made efforts to create their positive brand images through the support of Mecenat using culture or social return. In addition, they made ceaseless efforts to provide consumers with a cultural space by building up brand service areas as part of their purpose. However, the rapidly increasing brand service spaces have not really appealed to consumers. In order to become a competitive and powerful brand in the severe brand market, it is necessary to enhance the brand image and to let the brand be considered as a culture and the lifestyle of consumers. In order to do so, the companies have to establish their market-driving strategies by creating new products or new market. To do so, it is important for them to figure out consumers' inner desire through the touch point with consumers. This study attempted to suggest a method of using a corporate museum as a space that could meet all of the said elements at a time. Through the route of a corporate museum, the companies would be able to study their future directions by looking back their history and they could be reborn as culture brands. Therefore, this study suggested that the corporate museum could be a space for culture and education as well as a brand space and could play a positive role in the companies; in this process, the study could grope for consumers' inner desire with its touch point where companies and consumers would meet and its utilization of brand market-driving strategy as a test marketing strategy observing consumers' responses.

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Brand Identity and Architecture of the 4 Comprehensive Programming Channels (종합편성채널의 브랜드 정체성와 브랜드 체계)

  • Yoon, Hong Keun
    • The Journal of the Korea Contents Association
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    • v.14 no.2
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    • pp.161-171
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    • 2014
  • This research aims to analyze the characteristics of the channel brand components, identities in accordance with the organizational strategies of the programmes, and brand structures of the comprehensive programming channels. The channels promote themselves mobilizing a variety of channel brand components and, ecxept Channel A, JTBC, TV Chosun, and MBN coined its names which are reminiscent of their parents corporations. The organizational strategies of the programmes are related with the channel identities. TV Chosun, for instance, branded themselves as 'conservative advocate' while focusing on news programs, and Channel A also takes conservative bias strategy focusing on the news programmes, especially after the 2012 presidential election. JTBC, however, organizes drama and entertainment programmes intensively being equivalent to that of terrestrial broadcasting programmes, and MBN positioned neutral and center with the news and cultural programmes. Referring to the brand architecture, which reveals the structural system of the brand, it is argued that TV Chosun and MBN take the integrated corporate brand strategy, while JTBC tries to mix and balance the brands of the parent corporation and its own independent one. Channel A, exceptionally, doesn't take a name of its parent corporation 'Dong-A'. In conclusion, it is argued that the comprehensive programming channels utilize and take the parent corporate brand, mixed brand, and independent brand in accordance with the brand power and circumstances of their own parent corporates.

The Role of Intellectual Property Belief between Brand Concept and Brand Extension: Focusing on Mediated Moderation of Thinking Style (브랜드 컨셉과 브랜드확장의 관계에서 지식재산신념의 역할: 사고방식의 매개된 조절효과를 중심으로)

  • Lee, Suntaek;Kim, Gwi-Gon
    • Journal of Digital Convergence
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    • v.16 no.6
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    • pp.163-173
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    • 2018
  • The purpose of this study is to find the role of intellectual property belief between brand concepts (Symbolic vs. Functional) and brand extension. For this purpose, three parent brands (Rolex vs. Casio, Prada vs. Coach, Benz vs. Toyota) and three extension products (bracelets, shoes, vehicles) were selected as stimulants through focus group interviews and pre-tests. 296 sample data across the country were collected and the final analysis was conducted with 290 respondents except for the inappropriate respondents by SPSS 21.0. The results of this study confirm that the trademark meditates the relationship between belief brand concepts and brand extension and thinking style of consumers meditated-moderates between belief brand concepts and brand extension. The results of this study are based on implication that intellectual property belief induce consumers positive reactions on brand extension and that the acquisition and utilization of IPRs bring corporate's continuous growth and enhance the corporate brand value.

A Study on Internet Advertising Methods for Increased Brand Recognition -Focused on the relationships between design factors of rich media- (브랜드 인지도 향상을 위한 인터넷 광고디자인 기법 연구 - 리치미디어 광고 요소간의 상관성을 중심으로 -)

  • 양필은;이혜선
    • Archives of design research
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    • v.16 no.4
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    • pp.47-58
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    • 2003
  • Introduction of rich media is influencing strategy, planning, and design field of internet advertising. Although past studios had suggested that using rich media in internet advertising is effective in building higher brand recognition, there has been little research on specific design factors of rich media advertising. Therefore, the purpose of this study is to analyze the effectiveness of design factors for brand recognition. The result of this study suggests that illustrated image was more effective than photo images for higher brand recognition. Also, sound with narration resulted in higher brand recognition than in the case of only sound.

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The Case of Lotteria : Building and Sustaining Entrenchment of Pioneering Advantage (롯데리아의 성공 사례 : 시장 선발기업 우위의 확보와 유지)

  • 손영석;김재일
    • Asia Marketing Journal
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    • v.4 no.3
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    • pp.55-74
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    • 2002
  • 전세계적으로 햄버거를 중심으로 하는 패스트푸드 산업에서 맥도날드가 모든 시장에서 1위를 차지하고 있으나, 유독 한국의 롯데리아와 필리핀의 졸리비(Jolibee)에만 뒤져 각각 그 시장에서 2위를 차지하고 있다. 본 연구에서는 이러한 롯데리아의 마케팅 역량을 형성하는 요인을 분석한 결과, 각 시기별로 빠론 의사결정, 핵심상권 유통망 구축, 조직과 고객관리, 경쟁사 대비 차별화, 고객만족등의 마케팅 노력이 핵심적인 역할을 했음을 알 수 있었다. 또한 각 브랜드 성장단계별로 미국문화의 소개 브랜드로, 한국적이며 차별적인 메뉴와 맛, 그리고 가격으로 소비자들에서 성공적으로 포지셔닝한 결과로 나타났다.

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The Roles of Brand Loyalty and Switching Costs in the Purchase of a New Smartphone (스마트폰 신제품 구매에서 브랜드 충성도와 전환비용의 역할)

  • Lee, Woong-Kyu;Park, Jin-Hoon
    • The Journal of Information Systems
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    • v.25 no.1
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    • pp.183-200
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    • 2016
  • Purpose Although many users change their smartphone, most may be inclined to continue using incumbent smartphone series instead of switching to new brands. Brand loyalty and switching costs are major determinants of inclinations toward incumbent smartphones. This study addresses the research question, "what roles brand loyalty and switching costs play in the purchase of new smartphones?". Design/methodology/approach A research model consisting of six hypotheses for explaining purchase intentions toward new smartphone was proposed considering inclinations toward incumbent brands. The research model was empirically tested based on purchase intentions toward the LG smartphone brand G4, employing a sample of 177 university students in Korea. The data were analyzed using the PLS technique. The results provide support for all hypotheses. Findings First, perceived inclinations toward incumbent smartphone, brand loyalty and switching costs, explained the purchase of new smartphones as well as the perception of new smartphone. Second, brand loyalty was found to play the role of moderator between switching costs and relative advantage in the purchase of new smartphone. Third, perceived aesthetics and price value had considerable influence on the purchase of brand-new smartphone.

The Mediating Effect of Brand Trust on Consumers' Perceived Value and Collaboration Product Response (소비자의 지각된 가치와 컬래버레이션 제품반응에 대한 브랜드 신뢰성의 매개효과)

  • Sung, Jungyeon
    • Journal of Digital Convergence
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    • v.19 no.12
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    • pp.255-260
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    • 2021
  • The collaboration that seeks to complement each other by judging and sharing the comparative advantages between companies is currently being actively progressed as a new and unusual collaboration that is not routine among not only the same industry but also different industries. This trend is increasing consumer interest based on enjoyment and fun. However, these collaborations cannot consistently lead to positive effects, and rather, if all companies collaborate, it could have an adverse effect. The current study explored the consumer's response to the attitude toward product and purchase intention of collaboration through consumption value and brand trust based on the consumer's understanding, assuming that the consumer's response cannot always be positive. As a result, brand trust played a mediating role in the intention to purchase and attitude toward product. This study examines the relationship between consumption value and collaboration products between brands, and from the perspective of a company, it can provide practical implications for establishing brand management and strategy through a unique collaboration strategy based on the understanding of consumers.

The effect of consumption value of golf wear brands on attitude and purchasing behavior (골프웨어 브랜드의 소비가치가 태도 및 구매행동에 미치는 영향)

  • Jin-Ho Shin
    • Journal of the Korean Applied Science and Technology
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    • v.40 no.4
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    • pp.743-750
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    • 2023
  • The purpose of this study is to verify the influence of the consumption value on attitude and purchase behavior in order to provide basic data for golf wear brand strategies. Therefore, among the Korean people, those who had purchased golf wear were selected as samples, and 496 copies of data were introduced into the final analysis. For data processing, frequency analysis, exploratory factor analysis, and internal consistency were conducted. In addition, correlation analysis and simple and multiple regression analysis were conducted to verify research problems, and all data processing used the SPSS (ver. 21.0) program. As a result of verifying research problems, first, it was found that the consumption value of golf wear brands had a significant effect on attitudes in the order of pleasure, aesthetics, and symbolism. Second, it was found that the attitude of golf wear brands had a significant effect on purchase behavior. Third, it was found that the consumption value of golf wear brands had a significant effect on purchase behavior in the order of pleasure, aesthetics, and symbolism.

일본 최고의 고급육 '히다소'

  • Animal Products Grading Service
    • KAPE Magazine
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    • s.131
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    • pp.6-7
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    • 2007
  • 일본의 중앙에 위치한 기후현은 육용우의 생산과 진흥이 여러모로 추진돼 전국에 많이 존재하는 중산간지역의 경제 활성화에 공헌하고 있다. 이에 기후현의 육용우 개량을 통한 화우고기의 브랜드 추진과정을 소개한다.

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