• Science of Emotion and Sensibility
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• v.9 no.1
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• pp.63-75
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• 2006

This is a basic research aimed at enhancing a brand image by unifying color images of a brand at both online and offline stores. h survey was conducted on color images of online and offline stores to measure the level of consistency between consumers' perception of the color image and the brand's color strategy. A brand preference survey was also performed to shed light on the relationship between the brand preference and the consistency of color images at online and offline stores. This study is committed to building an effective color strategy, based on the brand strategy, through web color planning that is consistent with the offline color image. This paper started with a specific purpose of devising solutions in regard to the prior study, entitled 'Study on Color Strategies in Brand Coffee', which recognizes the need for consistent color images, or integrated color strategies, in online and offline stores. I specifically took the approach of looking at color planning in the stage of designing a website. Two standards were used to analyze emotional and functional aspects of color images: color grading by I.R.I and five communicators of color information by Rouge. Direct visits were made to the offline stores for surveys to address the shortcomings of the prior study, in which offline stimuli were limited to printed materials. The direct visits enabled a study of an overall color image of the offline stores, while providing a set of substantial and specific guidelines for designing colors for a website. I hope this study goes a long way toward enhancing the level of consistency between online and offline color images based on the brand's unique color strategy, and thereby improving the overall level of brand image.

• Food Science of Animal Resources
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• v.25 no.3
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• pp.271-276
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• 2005

A totally 178 housewives in Gyeongnam were surveyed on consumer's purchase behavior and perception of branded pork. The degree of consumers' perception and reliance on the branded pork was still low. Consumers' consideration quality factors when buying pent is higher in order of safety/hygiene>taste/tenderness>meat color, In taste, consumer preferred Korean native pig meat when compared to the common meat. But the consumers have a notion that the price of Korean native pig meat was too expensive. The consumer preferred consumer group to government agency as a official approval organ for pork quality assurance. The consumers had different behavior in information channel, purchase frequency and place depending on age, income. In the development of branded pork, further studied are required on consumers' purchase behavior, perception, preference choice and decision-making process of branded pork.

• Journal of Industrial Convergence
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• v.20 no.11
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• pp.185-190
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• 2022

Since COVID-19, digital transformation has been taking place in the entire industry, and Metaverse is attracting attention as an untect service. Therefore, this study aims to find out about brand experience marketing cases using metaverse targeting beauty brands. This study reviewed previous studies related to metaverse marketing and beauty brand marketing. SK-II, Christian Dior used VR technology to provide users with contents and experience of brand products, and L'Oreal, Sephora, Laneige used AR technology to provide virtual makeup applications. It's believed that this experience marketing will have a positive effect on customers' purchase intention and its importance will increase further to target Z Generation. It's expected that this study can be used as related data in the metaverse and experience marketing of beauty brands, and research on metaverse marketing should be continued in the beauty field.

• The Journal of the Korea Contents Association
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• v.14 no.5
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• pp.322-331
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• 2014

The objective of this study is to examine the effect of regional globalization and its impact to globalized company. As emerging markets evolve from the periphery to the core of marketing practice, we will need to figure out their unique characteristics. Emerging markets are distinctly different from mature markets. Because of market heterogeneity it is important to segment customer and find out their characteristics for the companies. In this research we explores how inward internationalization, susceptibility to global consumer culture affect consumer's brand attitude and adoption of global brand. This study examines various strategic issues in the context of China. The result suggest that inward internationalization is an antecedent factor of susceptibility to global consumer culture and also influence to brand attitude and brand adoption positively. Several implications for Korean content providing companies and marketing strategies are discussed.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.15 no.3
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• pp.1390-1395
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• 2014

The objective of this study is to offer a basic data for the establishment of marketing strategies such as fixing price of a new product and creation of the development direction of the product through estimating consumers value by attributes of the newly developed university made multi cream. The Choice Experiment was used for analysis, and conditional logit model was estimated to derive the marginal willingness to pay(MWTP) of each attributes of the multi cream. Brand, container type, functionality, price were included as the attributes. As a result, MWTP were estimated at 21,754 Won/unit for large company product, 11,033 Won/unit for small company product and 16,178 Won/unit for university product, 7,476 Won/unit for enriched moisturizing, 12,107 Won/unit for enriched improvements in wrinkles. Consumers have a preference for university brand over small company brand, therefore, if university and small company cooperate and proceed a joint-venture, it will strengthen the competitive power in the low price brand market. Also, it is essential to develop products with enriched functionalities such as moisturizing and improvements in wrinkles.

• The Journal of the Korea Contents Association
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• v.21 no.6
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• pp.494-504
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• 2021

The spread of Over-The-Top (OTT) service, which represents Netflix, and the social distancing caused by COVID-19, acted as an overall bad news for domestic multiplex movie theaters. In addition to this, the phenomenon of digital shifting was added, and the need for domestic offline movie theaters to seek a new market for growth emerged. This study focused on the concept of consumer value perception amid this problem consciousness, and attempted to investigate the relationship between the brand image of multiplex movie theaters and purchase satisfaction according to the type of consumer value perception. After data was sampled through a questionnaire survey to a total of 350 subjects, the results of empirical analysis according to the study model are as follows. Among the types of value perception of offline movie viewers, practicality had the strongest influence on brand image construction, and self-faithfulness had the strongest influence on purchase satisfaction of offline movie watching. In addition, the brand image of offline movie theaters had a positive(+) effect on the purchase satisfaction of moviegoers. Based on this, this study suggested a new survival strategy in the new normal era of offline Multiplex Cinemas.

• 한국벤처창업학회:학술대회논문집
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• 2022.04a
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• pp.215-219
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• 2022

디지털 플랫폼을 기반으로 한 벤처를 성공적으로 육성하려면 빅데이터와 인공지능 알고리즘을 바탕으로 한 비즈니스 모델이 사회적으로 적합한 형태로 수용되어야 한다. 그러나 디지털 벤처가 데이터와 알고리즘 활용에 있어 공정한가에 대한 의구심과 도전이 지속되고 있으며 이와 관련된 연구 노력도 부족한 실정이다. 본 연구는 온라인 유통 플랫폼 벤처로 급격히 성장한 쿠팡이 직면한 도전을 통해 빅데이터와 알고리즘 기반의 비즈니스 수행에 따른 어려움과 이에 대한 이론적 고찰을 시도했다. 쿠팡의 도전을 알고리즘, 빅데이터, 자동 최저가 매칭 시스템, 그리고 오프라인 업체의 비교 데이터 활용에 관한 문제로 정리했다. 이들 각각에 대하여 의무 범위론의 관점에서 문제 해결의 실마리를 제시하였다. 본 연구는 쿠팡의 자체 브랜드 출시를 배경으로 디지털 플랫폼 기반의 벤처 기업이 성장하면서 제기되는 사회적 도전 과제들을 검토함으로써 지속가능성을 유지하기 위한 전략적 고민과 실천적 연구 노력이 뒤따를 필요성을 환기시킨다.

• Knowledge Management Research
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• v.25 no.1
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• pp.43-66
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• 2024

In an era where digital technology reshapes brand-consumer interactions, this study examines the influence of Nike's Run Club and Adidas' Runtastic apps on loyalty and advocacy. Analyzing 3,715 English reviews from January 2020 to October 2023 through text mining, and conducting a focused sentiment analysis on 155 'recommend' mentions, we explore the nuances of 'hot loyalty'. The findings reveal Nike as a 'companion' with an emphasis on emotional engagement, versus Runtastic's 'tool' focus on reliability. This underscores the varied consumer perceptions across similar platforms, highlighting the necessity for brands to integrate user preferences and address technical flaws to foster loyalty. Demonstrating how customized technology adaptations impact loyalty, this research offers crucial insights for digital brand strategy, suggesting a proactive approach in app development and management for brand loyalty enhancement

• Management & Information Systems Review
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• v.37 no.2
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• pp.169-185
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• 2018

Customers are not merely responders but rather active value creators. As a result most researches related to customer value creation behavior focus on customer participation behavior and interaction between service provider and customer. This study set the research model to examine the correlation between customer to customer interaction, brand attachment and customer value creation behavior. For this study, the relationship among social support, C-to-C social interaction, similarity, brand attachment, and customer value creation behavior were modelled and used to validate our hypotheses. A path model was verified with structural equation modeling using dataset from survey. Results of this study are summarized as follows. First, this study show the C-to-C social interaction, such as social support, C-to-C social interaction, similarity have effects on brand attachment. Thus, this was statistically significant although dismissed from hypothesis verification. Second, the structural correlation shows brand attachment has positive effect on customer value creation behavior The findings suggest that managers need to identify and pay attention to positive customer to customer interaction in the service encounter so that it influence customer brand attachment and customer value creation behavior which is the competitive advantages of service brand.

• Management & Information Systems Review
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• v.38 no.2
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• pp.241-254
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• 2019

This study is a study on the consumer reaction to the augmented reality advertisement which is a recent issue. this study was conducted based on the necessity of marketing advertisement technique suitable for the 4th industrial revolution era. First, we present the types of augmented reality ads based on previous studies, and examined the effects of enjoyment and formation of brand attitudes on brand attachment on products or services based on the perceived value of consumers for these types of ads. This study is briefly summarized as follows. Hypothesis (H1) empirical value had a positive effect on pleasure, and hypothesis H2) empirical value also had a positive effect on brand attitude. Hypothesis (H3) symbolic value had a positive effect on pleasure and hypothesis (H4) symbolic value had positive influence on brand attitude. Hypothesis (H5) Practical value has a positive effect on pleasure. Hypothesis (H7) Pleasure affects positively (+) influence on brand attitude. Hypothesis (H8, H9) enjoyment affects affection and brand attitude affects affection positively. Hypothesis (H6) Practical value did not affect brand attitude positively. It can be seen that the augmented reality advertisement communicates with consumers through experience or symbolic side rather than perceive practical value by consumer. The implication of this study is that the augmented reality advertisement is highly interactive with consumers and can induce consumer participation. This means that consumers are more aware of empirical and symbolic values rather than experiencing practical value through augmented reality advertising.