• Title/Summary/Keyword: 브랜드적합성

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The Effects of Similarity and Brand Fit of Extension Type on Beauty Brand Attitude (뷰티브랜드 확장 시 확장유형의 유사성과 브랜드적합성이 브랜드태도에 미치는 영향)

  • Choi, Jung-Sun;Jeon, Jung-Ok
    • Journal of the Korean Society of Clothing and Textiles
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    • v.33 no.8
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    • pp.1293-1305
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    • 2009
  • Despite the attention regarding the effects of brand extension, there is limited research focused on brand extension in the beauty industry. This study discusses whether the similarity of extensional types and brand fit has any effect on the brand attitude toward beauty brand extension. This study examines the changes in the brand attitude and finds the effect of the similarity of extensional types and brand fits on brand attitude toward beauty brand extension. In the experiment, 4 description type factorial designs were performed. A total of 114 females participated in the experiment that had an experience of visiting a beauty salon. The results are as follows. First, the similarity of an extensional product-type has a positive effect on attitude toward parent beauty brand, while the similarity of extensional service-type does not. Second, there are significant independent and interaction effects between similarity and brand fit, which reveal differential influences on attitudes toward an extended beauty brand. Attitudes toward parent and extended beauty brands were affected by the similarity of extensional types and brand fit.

Case on Brand Management of the Fashion Brand EXR (패션 브랜드 EXR의 브랜드 매니지먼트 사례)

  • Min, Bok-Ki;Lee, Hye-Joo;Kim, Mi-Hyun
    • The Journal of the Korea Contents Association
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    • v.10 no.7
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    • pp.220-232
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    • 2010
  • Companies have been difficult to capture the minds of consumers by staying in the sales phase in order to sell products. The marketing and brand management strategies of more understanding consumers and systematically managing for the perception of them are becoming important. Since launched, EXR has implemented a systematic brand management process from its early stage. Based on the idea of 'brand asset by customer' by Kevin Lane Keller that the total of consumer brand knowledge ultimately completes the company brand power, 'brand asset', to satisfy areas of 'functionality' and 'design', EXR pioneered its ultimate brand asset which is 'CAPORTS' and established its own identity called, 'PROGRESSIVE'. For the success of a brand management, there must be a clear vision supported by the determination of a specific brand identity. Also, it needs to be shared by members of the organization, and to maintain and manage it in the long run, an integrated management strategy is essential. On the basis of such identity, EXR was able to carry out the integrated management for its brand and the overall implementation of the marketing strategy. Therefore, In this study, we seek for a sustainable brand management strategy of fashion brand by looking into the process of the EXR's brand establishment.

The Influence of Consumer Need Satisfaction and Star Traits on Consumer Attachment to Star Brand and Consumer Response to Product Brand Sponsored by Star Brand (소비자 욕구충족성과 스타 속성이 스타브랜드 애착과 후원브랜드에 대한 소비자반응에 미치는 영향)

  • Ahn, Kwang Ho;Lee, Jae Hwan
    • Asia Marketing Journal
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    • v.12 no.1
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    • pp.51-79
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    • 2010
  • This study is based on recent advances in celebrity traits and self-determination researches to address how consumers develop the strong attachment to a "star brand," and the effect of consumer's attachment to star brand on evaluation of product brand sponsored by the star. We use the consumers' need satisfaction and star traits as major causal factors that influence consumer's attachment to a star brand. Specifically this article uses autonomy need, relatedness need, competence need as the dimensions of need satisfaction and expertness, trustworthiness, likeability, and similarity as the key star traits. The purpose of this study is to investigate the influence of these factors on the consumer's attachment to star brand and how consumer's evaluation of product brand sponsored by star is moderated by the fitness level of between the image of star brand and the image of sponsored product brand. To collect the data, survey was taken in a University located in Incheon. Collected data are analysed using SPSS 15.0 and AMOS 7.0. The results show that when the star brand is perceived as more trustworthy and likeable, and satisfies autonomy need and relatedness need, the consumer is more likely to become strongly attached to him or her. The hypothesis that consumer's attachment to star brand will have the positive influence on the evaluation of product brand sponsored by star is supported. And hypothesis that consumer's attitude to a sponsored product brand is moderated by the fitness level of between the image of star brand and the image of sponsored product brand is also supported. The empirical results imply that star brand to which consumers are attached may have the significant positive impact on the consumers' evaluation process of endorsed product brand and purchase behavior, and that marketers should consider need dimensions which target consumers want to satisfy and the fitness level of between the image of star brand being considered as endorser and the image of product brand.

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A Reexamination of the Impact of the Fit of Corporate Social Responsibility on the Brand Attitude: The Perspective of Brand Hierarchy (기업의 사회적 책임(CSR)활동의적합성이 브랜드 태도에 미치는 영향에 관한 재고찰: 브랜드 계층구조 관점에서)

  • YANG, JAEHO;Seo, Hae-Jin;Song, Tae-Ho
    • (The) Korean Journal of Advertising
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    • v.27 no.8
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    • pp.59-90
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    • 2016
  • Consumers demand that corporates fulfill their social responsibility by exerting influence over not only economical values but also social values in markets. Given such a social mood, most corporates are actively engaging in Corporate Social Responsibility(CSR) activities, and marketing scholars continue to study the effects of such CSR activities. Numerous such studies examined the relationship between CSR activity and brand equity. Moreover, virtually, a majority of these studies focused on consumer responses to CSR activity from an individual brand perspective. In a situation in which brand management must consider the spillover effects of brands, firms holding various brands should consider these spillover effects when they establish CSR activity strategies. Therefore, we examine the effects of CSR activity using a comprehensive approach that considers the hierarchy of brands. Additionally, we develop a new perspective on fit that has been used as a major influence on the effects of CSR activity. We argue that the mixed results of the impact of fit regarding the effect of CSR activities is attributed to the influence of connections among brands based on the hierarchy of brands. We then examine the effect of two types of CSR activity strategies that reflect the relativity of fit. The results reveal that there was no difference in impact of the two strategies based on unique roles and traits of corporate brand and effects of low fit. Also, we found that the corporate brand focused strategy creates a greater change in consumers' attitudes than does an individual brand focused strategy in the case of a particular brand. This finding is meaningful because it indicates that a hierarchy of brands may relatively reduce the impact of the role of fit, unlike general arguments from previous related research. Second, the spillover effects from the CSR activities of individual sub-brands belonging to the same corporate brand were confirmed. Therefore, we clearly verified the role of the hierarchy of brands. Although both strategies cause changes in consumer attitude toward brands engaged in CSR activity, overall, a corporate brand focused strategy turned out to be more effective than an individual brand focused strategy because of the spillover effects of brands. Third, this study verified the effect of a corporate brand focused strategy through a moderating effect analysis of the degree of association between individual brands and corporate brand. Given these results, we identified a moderating role in the degree of association and the changes in consumer attitudes toward both main brands engaged in CSR activities and other different individual brands, which were caused by the spillover effects of brands. Finally, this study addresses implications and limitations.

A Study on the Curing Characteristics and the Synthesis of Polyurethane Acrylate Hybrid Emulsion (폴리우레탄 아크릴레이트 하이브리드 에멀젼의 합성 및 경화특성에 관한 연구)

  • Han, Sang-Hoon;Park, Dong-Won
    • Applied Chemistry for Engineering
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    • v.17 no.2
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    • pp.132-137
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    • 2006
  • Polyurethane acrylate hybrid emulsions were prepared by seeded polymerization techniques. In the synthesis, seeded polyurethane dispersion containing a carboxylic group was used to endow hydrophilicity to the hybrid emulsion and various acrylates such as methyl methacrylate (MMA), 2-hydroxy ethylmethacrylate (2-HEMA), n-butyl acrylate (n-BA) and acrylic acid (AAc) were used to endow hydrophobicity. The particle size and distribution of various emulsion particles such as polyurethane acrylate hybrid emulsion, polyurethane dispersion homopolymer, acrylate emulsion, and physical blending emulsion were measured by a particle size analyzer. The average particle size of hybrid emulsion was greater than physical blending emulsion. And tensile strength, 100% modulus, elongation, and swelling properties of the polyurethane acrylate hybrid emulsion were studied and compared with those of polyurethane homopolymer, acrylate emulsion, and physically blended compositor, respectively. To improve chemical and physical resistance, this paper review a melamine hardener and compares it for effects on the physical properties of cured coating.

종합건설업체 탐방(16)-계룡건설(주)

  • Korea Mechanical Construction Contractors Association
    • 월간 기계설비
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    • no.10 s.207
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    • pp.71-79
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    • 2007
  • 창립 37주년을 맞이한 계룡건설(주)은 우수한 재무구조와 정도경영, 합리적인 내실경영, 효율적인 업무시스템을 바탕으로 매년 고속 성장을 지속해온 건설업체다. 계룡건설(주)은 '변화'와'혁신'을 바탕으로 시시각각 변화하는 시대의 흐름을 예견하며 경영방침을 새롭게 정립해 왔다. 그 결과 대한민국 사회가 외환위기로 고통받은 IMF시절에도 인력의 인위적인 감축이나 구조 조정 없이 흔들림 없는 성장을 지속하는 저력을 발휘했다. 또한 주택사업 브랜드인'리슈빌'(불어 RICHE +VILLE의 합성어 : 풍요로움이 시작되는 곳)을 통해 차별화된 주거공간을 소비자에게 제공함으로써 고객감동과 수익창출을 실현하는 안정적인 수익구조를 마련했다. 앞으로도 계룡건설(주)은 튼튼한 재무구조를 바탕으로 고객만족, 기술혁신, 친환경 건설을 실현, 시대변화에 적응하여 한 단계 더 도약하는 기업으로 거듭나고 있다.

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Business Application of Convolutional Neural Networks for Apparel Classification Using Runway Image (합성곱 신경망의 비지니스 응용: 런웨이 이미지를 사용한 의류 분류를 중심으로)

  • Seo, Yian;Shin, Kyung-shik
    • Journal of Intelligence and Information Systems
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    • v.24 no.3
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    • pp.1-19
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    • 2018
  • Large amount of data is now available for research and business sectors to extract knowledge from it. This data can be in the form of unstructured data such as audio, text, and image data and can be analyzed by deep learning methodology. Deep learning is now widely used for various estimation, classification, and prediction problems. Especially, fashion business adopts deep learning techniques for apparel recognition, apparel search and retrieval engine, and automatic product recommendation. The core model of these applications is the image classification using Convolutional Neural Networks (CNN). CNN is made up of neurons which learn parameters such as weights while inputs come through and reach outputs. CNN has layer structure which is best suited for image classification as it is comprised of convolutional layer for generating feature maps, pooling layer for reducing the dimensionality of feature maps, and fully-connected layer for classifying the extracted features. However, most of the classification models have been trained using online product image, which is taken under controlled situation such as apparel image itself or professional model wearing apparel. This image may not be an effective way to train the classification model considering the situation when one might want to classify street fashion image or walking image, which is taken in uncontrolled situation and involves people's movement and unexpected pose. Therefore, we propose to train the model with runway apparel image dataset which captures mobility. This will allow the classification model to be trained with far more variable data and enhance the adaptation with diverse query image. To achieve both convergence and generalization of the model, we apply Transfer Learning on our training network. As Transfer Learning in CNN is composed of pre-training and fine-tuning stages, we divide the training step into two. First, we pre-train our architecture with large-scale dataset, ImageNet dataset, which consists of 1.2 million images with 1000 categories including animals, plants, activities, materials, instrumentations, scenes, and foods. We use GoogLeNet for our main architecture as it has achieved great accuracy with efficiency in ImageNet Large Scale Visual Recognition Challenge (ILSVRC). Second, we fine-tune the network with our own runway image dataset. For the runway image dataset, we could not find any previously and publicly made dataset, so we collect the dataset from Google Image Search attaining 2426 images of 32 major fashion brands including Anna Molinari, Balenciaga, Balmain, Brioni, Burberry, Celine, Chanel, Chloe, Christian Dior, Cividini, Dolce and Gabbana, Emilio Pucci, Ermenegildo, Fendi, Giuliana Teso, Gucci, Issey Miyake, Kenzo, Leonard, Louis Vuitton, Marc Jacobs, Marni, Max Mara, Missoni, Moschino, Ralph Lauren, Roberto Cavalli, Sonia Rykiel, Stella McCartney, Valentino, Versace, and Yve Saint Laurent. We perform 10-folded experiments to consider the random generation of training data, and our proposed model has achieved accuracy of 67.2% on final test. Our research suggests several advantages over previous related studies as to our best knowledge, there haven't been any previous studies which trained the network for apparel image classification based on runway image dataset. We suggest the idea of training model with image capturing all the possible postures, which is denoted as mobility, by using our own runway apparel image dataset. Moreover, by applying Transfer Learning and using checkpoint and parameters provided by Tensorflow Slim, we could save time spent on training the classification model as taking 6 minutes per experiment to train the classifier. This model can be used in many business applications where the query image can be runway image, product image, or street fashion image. To be specific, runway query image can be used for mobile application service during fashion week to facilitate brand search, street style query image can be classified during fashion editorial task to classify and label the brand or style, and website query image can be processed by e-commerce multi-complex service providing item information or recommending similar item.

Comparative Analysis of Local Green Tea in Korea by STS-RFLP (STS-RFLP법을 이용한 국내지역 재배녹차의 비교분석)

  • Cho, Kiu-Hyung;Jo, Aruna;Tsuge, Tomohiko;Kim, Jong-Cheol;Kim, Ru-Mi;Yoon, Ho-Sung;Kim, Gyung-Tae
    • Journal of Life Science
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    • v.20 no.9
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    • pp.1415-1419
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    • 2010
  • Consumption of green tea has increased along with increasing concern regarding healthier lifestyles, and many brands of green tea are sold with a label indicating the region of Korea in which the tea was produced. However, there is little information on identifying the difference between the green tea cultivars according to the region they were grown. Here, 9 green tea cultivars collected from Hadong region, Bosung region, China and Japan were subjected to the STS-RFLP analysis. Using the coding and noncoding DNA regions of genes related to the phenylpropanoid pathway, such as phenylalanine ammonia-lyase, chalcone synthase and dihydroflavonol 4-reductase, we have identified the differences between green tea cultivars according to the region they were grown in. In this study, we showed a STS-RFLP method of green tea analysis which easily distinguished different kinds of tea using the primers as described. In addition, we identified that the green tea cultivars from Hadong and Bosung displayed a different profile when PAL intron was digested with Dde I, suggesting that a rapid authentication system for green tea cultivars grown in different regions in Korea is available.