• Proceedings of the Costume Culture Conference
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• 2004.04a
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• pp.123-126
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• 2004

소비자들은 매일 수많은 브랜드를 접하며 브랜드를 매개로 하여 자신들의 욕구를 충족시켜 주는 대상인 제품을 구매한다 브랜드는 출처를 표시하고 품질을 보증하며 광고선전을 담당하는 기능을 할 뿐만 아니라, 이를 바탕으로 기업에게 가치를 제공하는 매우 중요한 자산으로 부각되고 있다. 현대사회에서는 생활용품과 같은 소비재에서부터 산업재에 이르기까지 거의 모든 제품이 브랜드화 되었으며 이전에 브랜드화 되어 있지 않던 농산물, 축산물과 같은 원료성 제품들도 브랜드화가 이루어지고 있다(Stobart, 1994). (중략)

• The Journal of the Korea Contents Association
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• v.11 no.9
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• pp.275-292
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• 2011

In this research, we executed a questionnaire survey targeting men and women in 20' or more who reside in the metropolitan area and have experienced purchasing the vehicles in order to study how Promotion Mix Activity affects Brand equity, and ultimately what kind of relation it has with Purchase intention. In the statistical process of collected data, we analyzed the data by using SPSS 12.0 for Windows statistical package and AMOS 7.0 program. As the result of analysis, first, when we analyzed the relation of the Promotion Mix Activity and Brand Equity of the companies, the more affirmative the assessment on the advertising activities of the companies was, the higher the brand popularity, royalty and image increased, And it appeared that as the assessment on PR activities of the companies got more affirmative, the brand popularity, image and royalty increased. Second, as the result of the analysis of the relation between salespersons' Promotion Activities and Brand assets, it appeared that salespersons' social capacity improved Brand awareness and royalty and their strategic capacity improved Brand awareness, royalty and image. Third, seeing the result of the analysis on the relation between Brand equity and Purchase intention, it was shown that Brand popularity had a meaningful positive(+) effect upon satisfaction and repurchase(oral) intention, and Brand royalty had a meaningful positive(+) effect upon satisfaction and repurchase(oral) intention. In addition, it appeared that Brand image had a meaningful positive(+) effect upon satisfaction and repurchase(oral) intention, and finally it could be known that Brand assets had a close correlation with Purchase intention.

• Journal of Digital Convergence
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• v.20 no.2
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• pp.191-202
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• 2022

This study is about the effect of experience activities of fam tours in Korea on brand assets and revisit intention to revisit. In other words, the fam tour experience(feel, relate, sense, think, act) in research hypothesis 1 will have a positive (+) influence on brand assets(recognition, image, perceived quality, loyalty, and exclusive assets). In addition, it was set that the brand asset in Hypothesis 2 would have a positive (+) significant effect on the revisit intention. To verify this, 362 questionnaires were collected from MZ households in the metropolitan area and statistical analysis was conducted. The analysis results are as follows. First, in Hypothesis 1-1, the fam tour experience (feel, relate, act) has a positive (+) effect on awareness, In Hypothesis 1-2, the fam tour experience (relate, sense, think) has the effect of positive (+) on the image, In Hypothesis 1-3, the fam tour experience (feel, relate, sense, think, act) is the influence of perceived quality, In Hypothesis 1-4, the fam tour experience(sense, act) has a positive effect on loyalty, In Hypothesis 1-5, the fam tour experience (feel, relate, sense, think) had a positive (+) effect on exclusive assets. The brand assets(awareness, image, quality, loyalty, and exclusive assets) of the rural fam tour in Hypothesis 2 were significant for revisit intention.

• The Journal of the Korea Contents Association
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• v.12 no.2
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• pp.439-452
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• 2012

This study is to analyse which tourism marketing communication influences on the tourism destination brand equity. Three factors of advertising, publicity, and the words of mouth of tourism destinations were set as tourism marketing communication in order to understand effects of tourism marketing communication on tourism destination brand equity, and tourism destination brand equity was deducted as three factors of brand awareness, brand image, and brand loyalty in order to understand each influential relationship. As a result of empirical analysis, advertising and publicity of tourism destination have positive influence on brand image and words of mouth about tourism destination has positive influence on all brand awareness and brand image. Brand awareness and brand image both have significant effect on brand loyalty, and it was verified that words of mouth about tourism destination among factors of tourism marketing communication has the highest influence.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.17 no.11
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• pp.682-690
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• 2016

In order to present a realistic alternative to agricultural product brands which achieve quantitative growth but minimal qualitative growth, this study attempted to identify the structural factors that affect the agricultural product brand equity and quantitatively analyze the effects of the structural factors on the brand equity. For the quantitative analysis, a survey was conducted among customers with a structured questionnaire. The major results of the analysis are as follows. First, the structural factors of the agriculture product brand equity were theoretically reviewed through many preceding studies in regard to the brand and brand equity. Awareness, quality and loyalty were selected as the structural factors of the agriculture brand equity. Second, when the sub-structural factors of the agriculture product brand equity were analyzed, it was found that awareness includes familiarity, first reminding level, general awareness, sub-awareness, frequency of reference and level of people's logo recollection. Quality includes quality consistence, quality reliability, quality stability, general quality and quality for price. Loyalty includes recommendation, purchase intention, cost premium and repurchase intention. Third, in the analysis of the factors of awareness, quality and loyalty were found to be statistically significant at the 1% level of significance, and it turned out that the higher the awareness, quality and loyalty, the higher the brand equity. Fourth, the factors most influencing the brand equity differed from those obtained using the standardized coefficients. The highest standardized coefficients of the factors on rice and condiment vegetables were those for quality with values of 0.486 and 0.581, respectively, and the highest standardized coefficients of the factors on fruits and fruit vegetables were those for loyalty with values of 0.536 and 0.490, respectively. Finally, it was found to be more effective to develop brand policies using an approach based on awareness, quality and loyalty by item. Also, focusing on enhancing the quality when developing brand policies for rice and vegetables, or focusing on enhancing loyalty when developing brand policies for fruit and vegetables was found to be more efficient using the limited resources.

• The Journal of the Korea Contents Association
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• v.19 no.10
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• pp.341-352
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• 2019

Recently, as cultural projects are being carried out in various ways, the interest in the space where culture and arts can be provided is also increasing. Therefore, this study selected and analyzed F1963 in Busan. The purpose of this study is to examine the effects of brand asset factors of brand image, brand awareness, brand asset awareness, and loyalty on customer satisfaction and community development of brand asset in complex cultural space and to examine whether customer satisfaction has a mediating effect on the relationship between brand asset in complex cultural space and community development. As a result of the analysis, brand asset of complex cultural space had a positive effect on the satisfaction of users. Also, brand asset of complex cultural space has a positive effect on community development. The satisfaction that users get from the complex cultural space has a mediating effect on the influence of brand asset of the complex cultural space itself on the community development. The implications of this study suggest that complex cultural space plays an important role in the region, and it is necessary for local communities and local governments to brand complex cultural space through diversity of cultural and artistic activities.

• Asia Marketing Journal
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• v.9 no.1
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• pp.73-102
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• 2007

The paper aims to examine the relationships among a company's design, brand, and reputation orientations. DBR (Design, Brand, Reputation) have been regarded as invisible growth engines for companies and draws a lot of interests among Brand, PR and IR mangers recently. We have tested 3 hypotheses and have developed a relationship mechanism how to develop those three key intangible marketing assets. We have conducted 131 interviews with company managers who are involved in DBR activities, used Structural Equation Model (SEM) to estimate those relationships. It was found that a company's design orientation influenced the company's brand orientation positively and this brand one influenced reputation orientations consequently. However, design orientation does not show any significant relationship with a company's reputation orientations. Thus, there is a D->B >R chain mechanism concerning these 3 intangible marketing assets. Finally, the implications of this study and suggestions of further studies are discussed.

• The Journal of the Convergence on Culture Technology
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• v.9 no.3
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• pp.537-550
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• 2023

This study investigates the impact of Hallyu human brands on consumer behavior, given the increasing influence of Hallyu human brands due to their global spread and the limited academic discussions surrounding this topic. The research examines the role of self-congruity, human brand attachment, and brand equity factors. An online survey was conducted, targeting Chinese consumers who are highly engaged with the Korean Wave. Data from 403 respondents were analyzed. The results reveal that both ideal and actual self-congruity with the Hallyu human brand significantly affected attachment to the brand, while social self-congruity was found to be insignificant. Furthermore, attachment to Hallyu human brands positively influenced brand recognition, perceived quality, brand image, and brand loyalty.

• The Journal of the Korea Contents Association
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• v.20 no.3
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• pp.600-612
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• 2020

The objective of this study is to analyze the relationships among support for farm village development work, farm village's brand equity and social and economic performance. The questionnaire was performed for 380 villagers in Jeollabuk-do Province. The surveyed data was analyzed by structural equation model analysis and Sobel test. Support for farm village development work such as living environment improvement project, income foundation creation project, rural tourism facilities project, and regional competency education project showed statistically significant positive effects on the farm village's brand equity. The farm village's brand equity also showed a statistically significant positive effect on the social and economic performance. The support for farm village development work such as living environment improvement project, village landscape improvement project, income foundation creation project, rural tourism facilities project, and regional competency education project showed no statistically significant effects on the social and economic performance. But, they showed statistically significant effects on the social and economic performance in indirect manner with the mediating effect of the farm village's brand equity. In this study, the effect factors on the farm village's brand equity and social and economic performance was verified in farm village development strategy, and then, it is meaningful to present the role and importance of support for farm village development work.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.9 no.6
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• pp.1856-1868
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• 2008

This paper is about what is the effect of cultural marketing - which is affecting business ethics and social responsibility - on corporate image and formation of brand asset, and about which is getting more influence by cultural marketing among factors that is forming corporate image and brand asset. The results are like below. First, cultural marketing activities had an indirect influence on the corporate brand asset. Second, cultural marketing had an direct influence on the corporate brand image. Third, cultural marketing had a positive impact on reminding of the brand image. Fourth, social responsibility and business ethics had an indirect influence on the brand loyalty. Fifth, corporate social responsibility and business ethics had a positive impact on the brand image. Sixth, among the corporate social responsibility, community activities played a control variables. Seventh, regarding the characteristics of the respondents it showed that there's perception gaps among marketing, responsibility and ethics as well as brand assets. All in all, cultural marketing had an indirect effect on formulating corporate brand asset by the means of corporate image. The result is pointing out the importance of establishing a strategic marketing plan that is taking harmony between the character of cultural marketing and media, continuous and long-term plan, connection with the type of the brand asset into account. Moreover, as people realized that corporate business activities are brining not only economic consequences, such as providing goods and services but also social consequences, such as uneven distribution of wealth, dirty links between business and politics, consumers' security, pollution, and etc., companies are reconsidering its own role in society. This reconsideration is called corporate social responsibility and this pushed the company to keep business ethics together with their business.