• The Journal of the Convergence on Culture Technology
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• v.9 no.4
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• pp.229-238
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• 2023

This study is to identify marketing methods that are different from the existing ones on the Metaverse platform, where new business models and industrial ecosystems are being formed. The purpose of this study is to identify how brand marketing methods are differentiated according to the type of metaverse and the characteristics of the main users who use metaverse. The research method was a case analysis method, and Roblox, which currently has the largest number of active users, was selected. We closely analyzed how Nike and Gucci brands market by reflecting the characteristics and consumption patterns of Alpha Generation and Generation Z, the main users of Roblox. The results of the analysis are as follows. First, it is approaching with enjoyable content, including games, rather than direct marketing. Second, the content provided contains the brand's story and philosophy. Third, it takes a method of linking virtual and reality. Lastly, through Metaverse, Brands are identifying the tastes of future potential customers and collecting data for customized services.

• The Journal of the Convergence on Culture Technology
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• v.10 no.3
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• pp.851-860
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• 2024

This study analyzes the impact of online streaming services, particularly Over The Top (OTT) services, on consumer media consumption patterns in the digital age. It examines how consumer-centric service values affect OTT platform choice, consumer satisfaction, and brand loyalty, focusing on various factors such as content diversity, ease of use, affordability, brand awareness, and personalized services. The findings reveal that content diversity, ease of use, and affordability are significant factors positively influencing consumer satisfaction and brand loyalty, thereby motivating OTT platform selection. Contrary to expectations, personalized services did not have a significant impact. This research provides critical insights for OTT service providers to enhance consumer-centric values and develop competitive service strategies.

• Korean Journal of Heritage: History & Science
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• v.55 no.1
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• pp.133-150
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• 2022

Calling the 21th century the age of 'cultural competition' is not an overstatement. In an era of globalization, we try to find the 'identity of our country' in our culture. 'Culture' is the unique ethnicity of the people of each country that reflects the traces of their lives. As the world is transforming into a multi-dimensional place, traditional patterns in reference to cultural uniqueness and original formativeness are the brands that represent the people. France's luxury brand, GOYARD's Y-shaped pattern naturally made during the persistent traditional handmade process is still France's representative corporate brand and is considered prestigious even after 150 years have passed. On the other hand, in low-income countries, patterns created in the natural process of weaving fabrics are succeeded as a unique cultural aesthetic and are loved by people all over the world. Like this, people living in the global multi-dimensional world look to attain the framework 'One Planet Perspective' which is to succeed their own native culture and preserve the unique culture of others. For example, in the process of international relief organizations delivering relief supplies to Columbia's "Wayu tribe" due to the water shortage in 2013, a handmade product, "Mochila Bag" was discovered. Triggered by this incident, Europe and Korea decide to import it to support the livelihood of the "Wayu tribe." Also, the aesthetic and cultural values of the traditional culture in minority tribes that have evolved through thousands of years have been listed on UNESCO and preserved worldwide. Likewise, culture doesn't suddenly appear overnight, but rather the brand representing the company is the pattern used in the trend of the era kept for over 100 years. Moreover, patterns that reflect the country's identity are inherited as the unique aesthetic of the culture. Our country does inherit the unique aesthetic of our culture, but doesn't have a 'strong image' that displays the practical value reinterpreted creatively and aesthetically to fit the modern trend. Traditional patterns are important in perspective of study and theoretical research, but the brand's image using those patterns is a new medium from the past existence continuing to the current tradition. Furthermore, this study suggests that the image of a company that uses traditional patterns will have high economical potential as a national brand.

• Journal of Distribution Science
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• v.5 no.2
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• pp.101-117
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• 2007

Recently, in the process of distribution industry's growth, distribution environment is changing rapidly by appearance of new business condition and strategy of multiple store. According to the intensification of competition, recently large discount stores are developing private brand(PB) products for the purpose of product differentiation and profitability. But after the economic crisis in 1997, young housewives and salaried man's that have rational and practical buying pattern become the core consumer's in the large discount stores. Hence low price strategy is not new things for the consumer's anymore. In addition to, acquiring new consumer, many discount stores are establishing new stores at the rural area. But they undergo hardships of establishing new stores at the rural area because of disparity consumer's behavior, income level and consumption's pattern among regions. So, when they try to establish new stores, they need to know consumer's behavior at the region. Therefore the purpose of this study is to analyze preference property for the private brand(PB) of large discount stores in Gyeonggi-Do.

• Journal of Korean Ophthalmic Optics Society
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• v.14 no.3
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• pp.1-5
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• 2009

Purpose: The aim of this study is to grasp domestic eyewear trends in 2008 with analyzing brands, types, materials, colors and styles of new eyewear products. Methods: Examined all new eyewear products which were on three magazines related with eyewear published in Korea; "안경계", "Eye 11" and "THE AXIS". Results: There are 103 companies, 182 brands in 3 magazines related eyewear published in 2008. There are 77 domestic brands and 105 imported brands, and there are 522 eyeglasses and 126 sunglasses. Material of eyeglasses make up 37.93% of combination frames, 33.14% of metal frames and 28.93% of plastic frames and material of sunglasses make up 50.79% of plastic frames, 30.95% of combination frames and 18.25% of metal frames. From a style point of view, there are lots of retro and casual styles which one can express one's individuality with. In terms of colors, basic colors such as black and gray are mainstream and pastel tones and vivid tones are mainly used as the point color. Conclusions: The results of analyzing new eyewear products show that many light and feeling good products such as thin plate frames, TR frames and thin plate-TR combination frames were released in case of domestic eyewear products. In case of imports, there are lots of simple Ti frames and acetate frames which were variety patterns and colors.

• The Research Journal of the Costume Culture
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• v.21 no.1
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• pp.93-116
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• 2013

This paper explored and compared the textile pattern and motive design of fashion designers' brands and H&M collaboration collections. In particular, this study put it focus on textile pattern design of seven fashion design brands such as Roverto Cavalli and Versace, etc., which were collaborated with H&M. The color, motive type, motive layout, motive expression, and pattern drawing technique were collected from fashion internet sites over the five year period, and then were cross-sectionally examined and compared based on their color, motive type, motive layout, motive expression, and pattern drawing technique of products between fashion designers' brands and H&M collaboration collections. The analyses showed the following results: First, the similar color, motive type, motive layout, motive expression, and pattern were found between fashion designers' brands and H&M collaboration collections, in order to show the perspective texture of products to consumers. Second, H&M collaboration brands demonstrated unique textile design of H&M rather than the trendy design patterns. Finally, the textile design pattern used in H&M collection was more restricted in terms of motive expression technique and chromaticity than that used in fashion designers' brands.

• Journal of the Korean Data and Information Science Society
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• v.11 no.2
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• pp.347-357
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• 2000

In this study, the buying pattern of consumers in domestic e-business is analyzed by conjoint analysis. We showed the followings through online survey: the consumers prefer comprehensive distributing company to broker type company, the product of the well-known company to that of the specialized company in brand, credit to e-money for payment. Quick delivery and the convenience in exchanges and refunds are more preferable.

• Proceedings of the Korean Society of Broadcast Engineers Conference
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• 2016.11a
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• pp.134-136
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• 2016

최근 TV시청은 다양한 매체를 통해서 이루어지고 있으며, 특히 스마트폰을 통한 시청률이 늘고 있는 상황이다. 광고시장에서도 TV시청 중에 스마트기기를 함께 이용하는 멀티태스킹 사용자가 급증하고 있으며 특히 10~30대의 사용이 적극적이다. TV시청 중 스마트 기기의 사용분야는 메신저, 정보검색, SNS 순이며 스마트 기기사용 내용 중 69%는 시청하던 TV 시청과 관련된 것이었다. 이 중에 75%는 TV에 등장한 제품, 브랜드, 장소에 관한 것이다[1]. TV를 시청하는 상황에 스마트기기의 소셜 활동의 문자를 분석하는 것은 사용자 의도를 파악할 수 있는 의미가 있으며, 시청자의 현재 위치를 파악함으로써 시청자의 의도에 반영되는 상황을 파악할 수 있다. T-Commerce 구매 의도는 사용자의 현재 상황에 대한 순간 의도를 파악하는것이 중요하며, 이와 같은 구매의도를 파악하기 위해서 본 연구에서는 GPS와, Wi-Fi 기반 Fingerprinting 측위기법을 사용하여 특별한 도구나 장비의 설치 없이 현재위치와 멀티태스킹 데이터를 분석하여 구매의도를 파악한다. T-Commerce 소비환경 패턴이 바뀜에 따라, 다양한 소비 환경 데이터 분석은 효율적인 광고 제공과 만족도를 높일 것으로 기대된다.

• Korean Journal of Poultry Science
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• v.47 no.4
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• pp.247-254
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• 2020

This study examined how consumer choices (i.e., selecting food safety certified products, health-related products, and familiar brands) affect the purchase of Korean native chicken (KNC) and the demographics that influence KNC purchases using secondary consumer panel data from the Rural Development Administration of Korea. The grocery purchase data from 654 Korean households between 2017 and 2019 were used; the propensity for food safety certified products was measured by the purchasing frequency of Good Agricultural Practice (GAP) and Hazard Analysis and Critical Control Point (HACCP) products, and the propensity for health-related products was measured by the purchasing frequency of home meal replacement (HMR) and hedonic products. The propensity to purchase familiar brands was measured using a questionnaire. Logistic regression was used to examine the determinants of the KNC purchase experience, and multiple linear regression was used to determine the factors that influenced the KNC purchase frequency. The results showed that unemployed women purchased more safety certified products, health-related products, familiar brands, and KNC. These findings suggest that targeting consumers with differential marketing strategies may help promote KNC consumption. This study identified factors that influence KNC purchases, which is important for understanding consumer behavior and revitalizing the market.

• The Journal of the Korea Contents Association
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• v.9 no.3
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• pp.164-174
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• 2009

As a condition for raising competitive force in the global fashion era that pursues diversity, originality is essential. This research is a study on fashion design able to seek high added value while considering the creative Korean Characters pattern as its motive. Therefore, this research hopes to examine the substantial methods regarding the creation of high added values centered on products utilizing Korean Characters as their motives in the fashion field. The specific research contents intend on, first, studying the formative specialties of Korean Characters; second, examining garment and fashion properties produced with Korean Character as their motive in domestic and foreign fashion shows; and third, understanding the methodology of applying the formation of Korean Characters pattern to fashion design. Hereby, this research suggests the design development regarding the geometrical formation of Korean Characters and the grafting of fashions as the way to inspire the images of domestic fashion brands in the global fashion market and heighten competitive force.