• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.16 no.2
• /
• pp.1054-1063
• /
• 2015

This study is to verify the effect of similarity of expanded-product, brand concepts of parent-brands and implicit theory of customers on the brand-extension evaluation, in order to reduce the risk of brand extension. First, this research documents how the similarity between the parent-brands and expanded-products affect brand-extension evaluations as a main effect variable. Second, this study examines the moderating effect of the brand concepts of parent-brands on the brand-extension evaluation. Third, this research documents how implicit theories regarding personality affect consumer evaluations about the brand-extension. The study assumes and tests that consumers in the group of incremental theorists are more accepting of brand-extensions than consumers in the group of entity theorists. The result figures out the implicit theory customers has some moderating effect on the evaluations, yet the direction of the effects is contrary to expectations.

• Smart Media Journal
• /
• v.11 no.8
• /
• pp.29-36
• /
• 2022

Smart advertising in digital media has become an active research field in the past few decades. The purpose of the study is to investigates the interaction effects between the message expression type and brand familiarity on the effectiveness of raffle advertising. An online 2×2 between subjects experiment was constructed. The results showed the interaction effects between the message expression type and brand familiarity on advertising attitude, brand attitude, and purchase intention.

• The Journal of the Korea Contents Association
• /
• v.20 no.10
• /
• pp.134-145
• /
• 2020

This study focused on the effects of Korean cosmetics selection attributes on Mongolian consumers' brand reliability and purchasing intentions. We are also to verify the relationship impacts between consumers brand reliability in advertising media and the purchase intention on the type of promotion. 255 questionnaires were collected for Mongolian consumers and analyzed using SPSS and AMOS. The analysis shows that product price, image and quality that they have a positive effect on brand reliability, while familiarity has not had a meaningful impact on brand reliability. Moreover, brand reliability has been shown to have a positive effect on purchasing intention. As a result of the adjustment effect test according to advertising media, the relationship impacts between product selection attributes and brand reliability were shown positive effect in part. Finally, the type of sales promotion were found to have a controlling effect between brand reliability and purchasing intention. These results show applicable implications for Korean cosmetics companies in terms of marketing and operations when entering Mongolia's cosmetics industry.

• Journal of Digital Contents Society
• /
• v.15 no.1
• /
• pp.61-68
• /
• 2014

In the past, to stimulate customers' rationality were used as a marketing methods but the storytelling marketing is appealing to consumers by showing product or brand value. Storytelling marketing attracts clients favorable attitude. In this research, I tried to figure out how emotional storytelling and humor advertising affects to brand attitude a quality of products according to advertising types, brand image, trust, interest, message, advertising model, intension of purchase and recommendation requisite to impact on brand attitude. As a result emotional storytelling was more effective than the humor advertising method when forming the brand attitude and brand image. Also, among the types of advertisement, emotional storytelling tended to bring a significant difference between men and women. Emotional storytelling advertisement are increasing and being competitive. Therefore, we need notable advertisement. It is a significant research to understand how advertising type affects to consumers.

• Journal of Digital Convergence
• /
• v.11 no.8
• /
• pp.159-173
• /
• 2013

The purpose of this study examines the relationship among private brand value, brand trust, brand attitude and brand loyalty. Theoretical studies and the current study indicate that private brand loyalty is influenced by brand value, brand trust, and brand attitude. Through the empirical survey undertaken for this study, it was found that emotional value, social value, functional value, and brand trust including brand attitude influence brand loyalty. The results of empirical analysis can be summarized by the following: First, private brand value had a significant direct effect on brand trust and brand attitude. Second, emotional value and functional value had a positive effect on brand trust and brand attitude. Further, social value had a significant direct effect on brand attitude. And social value had a significant indirect effect on brand attitude through brand trust. Third, brand trust had a significant direct effect on brand attitude. And brand trust had a significant indirect effect on brand loyalty through brand attitude. Fourth, brand attitude had a positive effect on brand loyalty. Therefore, These finding will spawn both academic and practitioner interest in the private brand value and serve as a foundation for further research in this important area.

• Korean journal of communication and information
• /
• v.38
• /
• pp.7-39
• /
• 2007

The purpose of this study is to find trend & paradigm of national image ; to review process to be global corporate ; to evaluate brand value of SAMSUNG. Researcher made a study with SWOT analysis and depth survey interview about Interaction and influence between national image and global corporate. The result reveal five type that divided '1 ; Nation-Leading Type(n=10)', '2 ; International Superiority Type(n=6)', '3 ; Typical Influence Type(n=4)'. It found that is very different type. In conclusion, it was ascertained a proposition about 'growth of global corporate is in accord with development of brand value in Korea' through this study. Above all, in this article, the result of this works was provide a momentum ; it is the diverse effects to the global corporate inside and outside of the country.

• Asia Marketing Journal
• /
• v.11 no.2
• /
• pp.149-172
• /
• 2009

Prior research has investigated different effects of brand performance information such as premium price information and market share information on brand equity components - quality perception and brand preference. It was shown that the differential effects of brand performance information could depend on product-related variables like product category concept and quality variation in the product category. In this study, we conducted an experiment to find out how personal characteristics such as self-construal, price perception and brand commitment could influence the effects of different types of brand performance information. The results show that individuals who have independent self-construal, favorable price perception and emotional commitment with the brand develop more favorable evaluation of the premium price performance information resulting in more positive evaluations of the brand. However, individuals who have interdependent self-construal, unfavorable price perception and cognitive commitment with the brand develop more favorable evaluation of the market share performance information resulting in more positive evaluations of the brand. We discuss the theoretical and practical implications of this study and its limitations, along with future research interests.

• Culinary science and hospitality research
• /
• v.16 no.4
• /
• pp.151-162
• /
• 2010

This paper examines the structural relations among choice attributes, brand image, and buying action of restaurant customers, using a structural equation model. Based on the analysis of one hundred fifty cases, the following results were found First, it was found that the choice attributes of accessability, materiality, and kindness have positive influence on the differentiation, brand image and buying action of restaurant customers. Second, the choice attributes of accessability and styles have positive influence on the familiarity, brand image and buying action of restaurant customers. Third, the choice attributes of styles have positive influence on trust in brand image and buying action of restaurant customers.

• The Journal of the Korea Contents Association
• /
• v.19 no.5
• /
• pp.128-137
• /
• 2019

This study typified and analyzed local governments' innovation policy through brand task and provided policy implications. A total of 844 local governments' brand task were used to classify the policy fields of the brand task by eight types of local governments. The main analysis results are summarized as follows. First, the ratio of social economy/local economy was the highest in all local government. Second, there is a difference in the policy fields that are focused by local governments. Third, the selection of innovation policy reflects the specificity of the region. Fourth, local government focusing on the type of brand task were differentiated. Therefore, these results confirm the theoretical relevance of the typology of local government suggested in the theoretical background. Policy implications are as follows: the necessity of innovation policy for revitalization of local economy, establishment of innovation policy in accordance with local characteristics, and propagation of excellent innovation policy.

• The Journal of the Korea Contents Association
• /
• v.21 no.8
• /
• pp.442-454
• /
• 2021

Many domestic and international airlines that experienced dramatic recession due to COVID-19 pandemic are carefully being ready to normalise operations as a number of governments has begun to vaccinate for COVID-19. So with the same market share from domestic to short distant international services, the competition between Full Service Carriers (FSC) and low cost carriers (LCC) is anticipated to be more intensive. To explore the concepts such as the perception, value, attitude and faith of the object, this study implements Q methodology proposed to complement the limitations of quantitative and qualitative research methodology. As a result, the consumers of airlines' brand are divided into three types - the type of utility seeking, value-oriented and task-related. Using Q samples which consist of 25 statements, this study specifically approached the traits of each type by observing the subjectivity with the comparative P sample group that is made up for 20 participants. By discovering the type of FSC and LCC's brand asset and comparing the recognition of consumers, not only does this study evoke the need for a strategic direction of the effective management of Airlines' Brand asset but also have a signification in the way that especially provide hypotheses for follow up studies.