• 월간 기계설비
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• no.7 s.192
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• pp.55-59
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• 2006

‘e-편한세상’이라는 브랜드로 유명한 대림산업은 건설, 화학 종합기업으로 1939년 창업 이후 지난 50년 간 100대 기업의 자리를 유지하는 국내 대표적인 건설회사로 자리매김 해 왔다. 대림산업의 최대 강점은 토목, 건축, 플랜트, 석유화학의 4개 사업군간의 균형을 유지하면서 각 사업 부문의 경기 사이클 변화에 능동적인 대처가 가능한 것이고 이러한 시스템을 기반으로 지속적이고 안정적인 수익창출이 가능한 점을 꼽을 수 있다. 2008년까지 수주 7조원, 매출 5조원 달성을 계획하고 있는 대림산업은 올해의 경영방침으로 안정적인 성장기반 구축과 품질경영 정착, 연구개발 투자 확대, 연구인력 확충, 인재육성체계 수립 등 무형자산의 가치 증대로 삼아 오늘도 신기술 개발에 박차를 가하고 있다.

• Proceedings of the Korea Society of Design Studies Conference
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• 1999.10a
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• pp.60-61
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• 1999

제품 디자인은 회사가 지속적인 경쟁 우위를 획득하기 위해 사용할 수 있는 전략적 활동이라는 인식이 점점 강해지고 있다. 제품 디자인이 주요 전략 무기로 인정받는 이유중의 하나는 많은 기업이 비슷한 가격의 제품들을 제공하고 있는 오늘날의 시장에서, 제품 디자인이 소비자들이 선택 행위를 할 수 있는 주요 차별화 요소로서 인식되어가고 있다는 점이다. (중략)

• Korean Journal of Human Ecology
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• v.18 no.2
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• pp.523-534
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• 2009

The purposes of this study were to identify brand equity factors influencing on brand preference and to investigate the effects of preference, price acceptability, distribution proximity, and appropriateness on brand performance of domestic and imported cosmetics brands. A total of 300 women aged between 20 and 49 years were surveyed on two domestic brands and two imported brands that were well-known to consumers during the month of September, 2006, in Seoul, Daejeon, Gyeonggi-do, and Chungcheong-do. The data were analyzed with factorial analysis, multiple regression analysis, ANOVA, Cronbach's ${\alpha}$, etc., using the SPSS 12.0. The result of the study included: 1) Four factors of brand equity were identified: brand image, social reputation, quality, and brand awareness. 2) Brand image, quality, appropriateness, and brand performance of the domestic brands were higher than those of the imported brands. But brand awareness of the imported brands was higher than that of the domestic brands. 3) Brand preference of the domestic brands was affected by social reputation, quality, brand image, and brand awareness in order of significance. And brand performance of the domestic brands was affected by brand preference, appropriateness, price acceptability and distribution proximity in order of significance. 4) Brand preference of the imported brands was affected by brand image, social reputation, brand awareness, and quality in order of significance. And brand performance of the imported brands was affected by appropriateness, price acceptability, brand preference, and distribution proximity in order of significance.

• Journal of the Korean Society of Clothing and Textiles
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• v.41 no.2
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• pp.362-377
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• 2017

This study examined the relationship between country-of-brand-origin perception and brand equity elements among Korean and Chinese male consumers. It also examined if there were differences between the two national consumers in the effect of country-of-brand-origin on brand evaluation. We analyzed survey responses from 414 Korean men and 393 Chinese men in their 20s-30s. Country-of-brand-origin perception was found positively related to brand awareness and brand image for both Korean and Chinese men in each group that selected domestic or foreign country-of-brand-origin. The results revealed a positive relationship between brand attitude and brand awareness as well as brand image for the two national consumers in each country-of-brand-origin selection group. The results indicated differences in the influence of brand image on brand attitude between these two male consumers in the group that selected the domestic country-of-brand-origin. The results also support the hypothesis on differences in the effect of country-of-brand-origin as well as brand evaluation between male consumers in the group that selected foreign country-of-brand-origin. This study has significant implications for fashion marketers, particularly when building brand equity by revealing country-of-brand-origin.

• Management & Information Systems Review
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• v.28 no.3
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• pp.1-23
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• 2009

Prior bankruptcy studies have established that bankrupt firm's pre-filing financial ratios are different from those of healthy firms or of randomly selected going concerns. However, they may not be sufficiently different from the financial ratios of other firms in financial distress to allow the development of a ratio-based model that predicts bankruptcy with reasonable accuracy. As the result, in the multiple discriminant model, independent variables divided firms into bankrupt firms and healthy firms are retained earnings to total asset, receivable turnover, net income to sales, financial expenses, inventory turnover, owner's equity to total asset, cash flow to current liability, and current asset to current liability. Moreover four variables Retained earnings to total asset, net income to sales, total asset turnover, owner's equity to total asset indicate that these valuables classify bankrupt firms and distress firms. On the other hand, Owner's Equity to borrowed capital, Ordinary income to Net Sales, Operating Income to Total Asset, Total Asset Turnover and Inventory Turnover are selected to predict bankruptcy possibility in the Logistic regression model.

• Journal of Agricultural Extension & Community Development
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• v.20 no.4
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• pp.1181-1216
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• 2013

This study was accomplished to enhance brand value for hanwoo and to develop strategy for brand positioning that move customer's heart. This study in order to achieve the research was carried out as follows: First, the cluster analysis based on demographic characteristics for consumer on the basis of three types segmentation on market was conducted. Market A was consisted of a well-educated, high-income and young bracket. Market B was consisted of a well-educated, high-income and middle-aged bracket. Market C was consisted of a low-income and middle-aged class. Second, consumer's positioning map was analyzed based on perceiving data which are products' functional, emotional, and self-expressive benefits about consumer's feeling beef products. This study was analyzed each relative brand advantage and structure of competition on segmented market by conjoining each brands positioning map and feature vectors map. By the result of the analysis, each brand's positioning strategy was devised. As a result of the study, the hoengseong hanwoo is competitive about all kinds of market. We chooses that hoengseong hanwoo's target is A market, because that brand is evaluated as a high-ranked quality by high-class image of luxury price, quality, brand image. For management improvement sake, this brand(the hoengseong hanwoo) is needed to effort for promoting consumer's awareness about safety and reliability.

• Science of Emotion and Sensibility
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• v.8 no.3
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• pp.177-187
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• 2005

This article examined how the amount of information presented in ad design affect consumer's evaluation on the ad Existing researches have mainly considered external information presented in the ad from the resource principle perspective. This study investigated how internal information processing such as imagery information processing caused by brand names moderates persuasion effects according to the amount of external information through two experiments. The experiments leave us the conclusion that brand names presented in the ads stimulate imagery information processing when surplus cognitive resources do exist and they lead ad recipients' evaluation to positive direction in prestige brand condition and to the contrary to negative direction in non-prestige brand condition. The results contribute to the direction of ad design in that ad needs not contain as muck product-related information as needed in order to increase persuasion effects in prestige brand condition. Rather, it's necessary to leave the room for internal information processing such as imagery information processing by well structured brand equity. On the contrary, non-prestige brand needs to contain explicit product-relevant information to exert a potent influence on a4 persuasion. We hope this study result is helpful for design direction of advertisement in order to heighten persuasion effects toward ad recipients.

• The Research Journal of the Costume Culture
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• v.21 no.6
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• pp.921-937
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• 2013

Sportswear brands in particular have been intensely competing to get an opportunity to prove the value of their new technology and products through sports sponsorship. The purpose of this study was to examine the relationship among sports involvement, the attitude toward sports sponsorship carried by sportswear brands, brand equity, and purchase intention of the products of the sponsor's brand. The study was implemented though a descriptive survey method using a questionnaire. The sample consisted of 455 men (n=289) and women (n=166) in their twenties, residing in Seoul and Gyeonggi area. Data were analyzed by confirmatory factor analysis, correlation analysis, and path analysis of structural equation modeling. The results revealed that sports involvement has an influence on the consumers' attitudes toward sports sponsorship performed by sportswear brands. Also, the sports sponsorship attitude of consumers had an influence on the brand equity and purchase intention toward the sponsor's brand products. It was notable that the attitude toward the manner of sponsoring of the sponsor than the contents itself of the sports event sponsored had an influence more on brand loyalty. Among the component factors of brand equity, brand loyalty showed the biggest impact on purchase intention. Considering the results, in order for sports sponsorship to be more effective, sports involvement of the target market should be considered more carefully.

• Fashion & Textile Research Journal
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• v.18 no.6
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• pp.800-811
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• 2016

This study aims to extract the multi-channel attributes of Dongdaemun-based fashion brands and consider the effects of these attributes on customer equity, customer satisfaction and re-purchase intention. In total, 493 samples of those who have purchased Dongdaemun-based fashion brand products using multi-channels were collected for the final data analysis, which was performed using SPSS 21.0 and AMOS 18.0. The findings of study are as follows. Among the multi-channel attributes of Dongdaemun-based fashion brands, entertainment and informativeness had a significant effect on all customer equity drivers. In terms of the effects of customer equity drivers on customer satisfaction and re-purchase intention, all customer equity drivers significantly influenced customer satisfaction, while brand equity significantly influenced re-purchase intention. Also, customer satisfaction significantly affected re-purchase intention. In the effective relationship between customer equity drivers and CLV, brand equity causes a significant influence on CLV amongst the customer equity drivers. There were significant differences among groups following the multi-channel shopping orientation of consumers. This study is significant for its scientific focus on the distribution channels of Dongdaemun, and in terms of the practical aspect of identifying the multi-channel attributes considered to be important to consumers. Measuring customer equity will suggest implications about the long-term direction of the development of Dongdaemun-based fashion brands.

• Cartoon and Animation Studies
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• s.45
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• pp.283-298
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• 2016

Design is a fatal factor to differentiate and survive one product from the other in fierce competition of the market, when other conditions such as price or quality makes no much difference. Among many marketing tools, package design is known as a direct communication that visualizes and forms the very initial brand image of a product. Package design is not only for packing, transporting, storing and loading but for engraving the brand image in a consumers' mind and lead them to purchasing. One of recent package design trands is various ways of using character, not just as a printed image on the surface but as a part of three dimensional structure of package. If it succeed, the package design could give out the secondary fun and impact to the consumers. The package design with an effective character is itself a great marketing tool and valuable design asset, which can bring a further profit to the company. Especially, character-package can be a powerful and effective marketing method for various local products, in needs of further publication and sales with limited cost. It should motivate the sales of the products by grabbing their attention and taken as a souvenir. This research takes a character package as a useful marketing method for a local brand in Jeonju, South Korea, and tries to design a three dimensional package using its own character. Through the process, the research aims to propose an important design strategy for repositioning or enhancing an existing brand.