• Journal of Digital Convergence
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• v.11 no.11
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• pp.289-304
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• 2013

In Korea the consumption of coffee has been continuously increased last 10 years. During the period the market size and the numbers of the coffee shop also has been expanded dramatically. The purpose of this study was to examine whether the consumer's selection attributes of coffee shop affect the revisit intention of coffee shop and the brand trust had moderating effects between consumption attributes and revisit intention. Also it was analyzed whether there were statistic differences according to the demographic characteristics. For this study the survey was conducted on Seoul City and Kyeongki-do province and 600 questionnaires were distributed and 480 were collected and 470 samples were analyzed. The results of this study were as follows. All the factors of the consumer's consumption attributes of coffee shop had affected the revisit intention. And the factors of brand trust had moderating effects on revisit intention. There were statistic difference by gender for the additional services and there were also statistic difference according to the age group for the new technology environmental service of the inside of coffee shop. The implications of this study were the selection attributes of coffee shop were diverse and the brand trust were considered significant and the consumer's preferences were different according demographic characteristics such as gender, age, and incomes.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.9 no.5
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• pp.1422-1427
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• 2008

Hotel companies have to offer well furnished of a lodging and a meal and must keep the best customer supporting service. Because, customers have very strict standards and require fancy service to hotel that they pay. The Customers have different criteria to select hotel according to their purpose such as accommodation, banquet or convention. Hotel recognitions are also different along the purposes. I analyzed effects of hotel choice by intention to use hotel of customers in this research. To verify the effects, I used a structured model by AMOS 4.0 This study results show that the customers chose hotel in accordance with their intention of stay ; accommodation, banquet or convention etc. However, it is not significant hypothesis, that the guests select hotel along the brand recognition or the service perception.

• Proceedings of the Korean DIstribution Association Conference
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• 2001.11b
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• pp.211-233
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• 2001

The aim of the present paper is to improve on branding problems of agricultural and livestock products in Korea by analyzing the statistical data which is present status of agricultural and livestock products published by ministry of agricultural and forest. To achieve the objective, raised 5 points at issue. Thus, the improvement schemes suggested from marketing point of view. And above issues are also discussed in the context of marketing mix. Then, the marketing strategy was developed which will apply branding management. The findings in this study is building a brand marketing system urgently fitted Korean style. For this project success, establishing event marketing and customer service department is necessary centering local National Agricultural Cooperative Federation(Nonghyup). Also needed education about brand knowledge to the people working for agricultural allied industries.

• The Journal of the Korea Contents Association
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• v.12 no.9
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• pp.182-193
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• 2012

Recent growth of ring-tone and ring-back-tone download market as the derived market of cellular phone yields the new trend in music consumption from listening to display. This means that consumer purchase the ring-tone and RBT not for his appreciation but for counterpart's consumption, in a word, conspicuous consumption. Study aims at questions on whether cellular phone user can perceive the ring-tone and RBT's brand personality and how they express their self-image via ring-tone and RBT. Survey was administered for 196 college students who is dominant purchase group of market segment. Hypotheses are such as : congruity of self image and brand personality of ring-tone and RBT. Through the T-test, findings said that user's extrovert self image are not led to ring-tone's extrovert brand personality and user's introvert self image are not led to introvert ring-tone's brand personality of ringtone. same result was applicable to RTB. Cellular phone user's purchase behavior are different from those of product and service.

• The Journal of the Korea Contents Association
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• v.10 no.5
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• pp.173-184
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• 2010

The living standards of Chinese people are gradually rising, which has led more Chinese students to come to Korea for their academic career. In this respect, it seems significant to find out how clothing involvement affects brand attachment and brand loyalty of Chinese college students in Busan. In this study, we attempt to identify factors of clothing involvement that influence Chinese students' turn of mind towards brand attachment and brand loyalty. The results of our analysis are as follows: 1. Five factors of clothing involvement have been derived: fashion trend, favorable impression, planning, indifference and choice. For brand attachment, three factors of brand show-off, brand gravity and brand pride have been derived. 2. Factors of clothing involvement have positive effects on factors of brand attachment, and brand attachment also have significant effects on brand loyalty. 3. Clothing involvement significantly affects brand loyalty indirectly via brand attachment.

• The Journal of the Korea Contents Association
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• v.21 no.3
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• pp.364-374
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• 2021

In a fiercely competitive market, brands have become an important foundation for people to choose their products, and brands are also symbols of people's status and strength. Therefore, the importance of brand image design is growing. And color is an expression of emotion and can improve the communication and marketing environment of brand image as an important element of brand image. In this study, Interbrand selected Korea-China TOP 50 brand as a survey target in 2019 and downloaded brand CI from each brand's homepage to data images through Adobe Photoshop program and HSB system, and analyzed the color of the brand. There is no big difference in analyzing the color characteristics of Korean and Chinese brands, and the I.R.I color image scale analysis shows that the overall design of Korean brands is vibrant, elegant and warm to consumers. On the other hand, the overall design of the Chinese brand offers consumers a solemn, modern and sophisticated emotional adjective. Based on the results, this study can provide practical implications for companies to select colors and forms when launching their own brands and developing products.

• The Journal of the Korea Contents Association
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• v.20 no.6
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• pp.279-292
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• 2020

The purpose of this study is to suggest what the effect of channel brand equity is in the environment of multi-platform and to raise how channel brand equity is important by investigating how terrestrial TV's channel brand equity influences viewers' choice and use of the terrestrial TV contents on the multi-platform. The findings showed that the terrestrial TV's channel brand equity partially had a significant effect on the degree of use of Terrestrial TV contents on multi-platforms, but it did not on the diversity of media for viewing the terrestrial TV contents. In addition, it partially had an influence on the use of platform and service for viewing terrestrial TV contents by type. Finally, it also partially had impacts on the diversity of genre and the genre use by type. The findings suggest that the channel brand equity can have effects on the viewers' choice and use of broadcasting contents on the multi-platforms, and thus this study provides significant insights on what strategies are required for the competitiveness of broadcasting channels.

• Journal of Korean Ophthalmic Optics Society
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• v.12 no.4
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• pp.23-27
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• 2007

This research was conducted to assist with domestic eyewear industry to gain better understanding of manufacturing through study relationship between purchase behaviors and selecting elements such as design, brand, price, material and nation. Domestic consumers think that the most important factor is a design when they purchase eyeglasses regardless of kinds and brands of eyeglasses, and optometrists choose the eyewear design as a primary factor when they buy eyeglasses for display and sale. As a role of eyeglasses for fashion items increases, the interest of the eyewear design will be higher. Many optometrists have plans to import and make house brand. Some of them also would like to study eyewear design.

• Journal of Korean Ophthalmic Optics Society
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• v.21 no.3
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• pp.181-189
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• 2016

Purpose: This study aims to understand effective brand naming process of an optical shop brand by a research of brand naming process of optical shop through creation of alternative. Methods: It investigated brand naming process such as character abstraction, target grasp, naming direction set, naming development and etc of an optical shop. It also looked into characteristics of alternative creation patterns such as words mix, typifier, sentence making, part words mix and etc and then, it investigated brand naming examples. Results: Creation of alternative is a phase of brand naming which has to be refined on the basis of creation of abundant alternatives and then to be developed to a brand name. This study suggested examples of brand names of optical shops which were made and adopted by creation of alternative. Conclusions: Creation of alternative in brand naming complies with concept, and it has systemic process and objective selection as an effective way in association of brand and searching words. It is necessary to have brand naming works through creation of alternative for the purpose of individual and strong brand name with desirable association and differentiation of an optical shop.

• Proceedings of the Korean DIstribution Association Conference
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• 2006.05a
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• pp.165-192
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• 2006

본 연구의 목적은 소비자의 하이테크 제품 선택에 있어 브랜드와 제품 성능의 상대적 중요성을 결정하는데 영향을 미치는 요인들을 도출하는데 있다. 영향 요인들은 크게 제품 요인과 소비자 요인으로 분류하였는데, 제품 변수로는 제품의 평가 용이성과 제품의 혁신성을 고려하였고, 소비자 요인으로는 소비자 관여도, 소비자 지식, 소비자 혁신성을 고려하였다. 또한 제품의 쾌락성/이성성 정도와 제품의 노출 정도에 의해 4가지 제품군으로 분류하여, 제품의 유형이 변수들의 영향력에 미치는 조절적 역할을 연구하였다. 연구에 대한 주된 결론은 다음과 같다. 첫째, 하이테크 제품 전반적으로 소비자 혁신성, 소비자 지식, 제품 평가의 용이성, 제품의 혁신성이 제품 선택에 있어서 브랜드의 중요성을 결정하는데 영향을 미치는 변수로 나타났다. 즉, 소비자들은 지식수준이 낮을수록, 소비자 혁신성이 낮을수록, 제품의 평가 용이성이 낮을수록, 제품의 혁신성이 낮을수록 브랜드 위주의 제품을 선택하는 것으로 나타났다. 둘째, 제품의 쾌락성 정도에 따라서 브랜드의 상대적 중요도에 영향을 미치는 변수들이 달라지는데, 쾌락재의 경우에는 소비자 혁신성을 제외한 모든 변수가 브랜드의 상대적 중요도에 영향을 미치나, 실용재의 경우에는 제품 평가의 용이성과 제품 혁신성, 그리고 소비자 혁신성이 영향을 미치는 변수로 나타났다. 셋째, 제품의 노출 정도에 따라서 공공재의 경우에는 소비자 혁신성, 제품 평가 용이성, 제품 혁신성이 유의한 변수로 나타났고, 개인재의 경우에는 소비자 지식과 제품 평가 용이성이 영향을 미치는 변수로 나타났다.가치가 유의한 영향을 미치는 것으로 확인되었다. 그러나 소비자의 금전효용가치는 PB제품의 선호도와는 직접적인 관계가 없는 것으로 나타났으며, PB제품구매의 지각적 가치가 PB제품 선호도에 가장 큰 영향을 미치는 것으로 나타났다. 이와 같은 연구결과는 경제성을 추구하는 소비자라 하더라도 PB제품의 지각적 품질수준 여하에 따라 PB제품의 판매가치가 크다고 지각될 때에만 PB제품을 선호하는 것으로 풀이할 수 있다. 본 연구는 최근에 큰 관심의 대상이 되고 있는 PH의 연구자와 유통업계 실무자들에게 유익한 전략적 시사점을 제공할 수 있을 것으로 기대된다. 지자체가 대형유통점에 대한 규제를 강화하는 것이다. 먼저, 대형유통점의 불공정거래행위에 대한 감시감독과 처벌을 강화하는 것은 당연한 것이다. 그러나 정부가 아닌 지자체가 이를 주도하기는 사실 어려움이 있다. 그리고 대형유통점이 영업행위를 영업시간제한에서부터 출점제한에 이르기까지 규제하는 건은 심사숙고하여야 한다. 대형유통점이 국가경제 및 지역사회에 미치는 영향이 부정적인가 긍정적인가에 대해 국내외 학계와 업계에서 여전히 많은 논란이 있기 때문이다. 정부와 지자체에 의한 시장개입은 반드시 필요한 경우에 한해 합당한 방법에 의해 이루어져야 한다. 대형유통점에 대한 규제는 지역사회에 미치는 영향을 다면적으로 평가한 결과에 근거하여 이루어져야 할 것이다. 대부분의 지자체는 체계적인 평가시스템과 객관적인 통계 자료를 갖고 있지 못한 실정이다. 향후 가장 시급한 과제는 시장개방 이후 지난 10년간 대형유통점이 지역사회에 미친 영향에 관한 광범위한 통계자료를 수