• Knowledge Management Research
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• v.22 no.2
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• pp.95-117
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• 2021

In this study, we investigate which alternatives to choose when giving a gift, according to the giver's relationship with the receiver. In particular, we study which alternatives are preferred when the prices are approximately the same: products with high-brand status but low-model ranking or products with low-brand status but high-model ranking. Leclerc, Hsee, and Nunes(2005) conceptualized the relative preference between a low-ranking model of a high-status brand and a high racking model of a low-status brand. The category effect is the preference for lower-ranking models of high-status brands. Meanwhile, the ranking effect refers to the preference for higher-ranking models of low-ranking brands. Based on construal level theory, the current study suggests that the category and ranking effects vary depending on the giver's relationship (vertical vs. horizontal) and intimacy (distant vs. close) with the person who will receive the gift. We manipulate the relationship and intimacy of the subject receiving the gift and verify the interaction effect. Results reveal that the giver exhibited a category effect in vertical relationships in which the psychological distance was far from the relationship. However, the ranking effect was found in horizontal relationships in which the psychological distance was close. Lastly, the gift selection significantly depends on the level. Overall, this study showed that when choosing a gift, the selection of a low-ranking model of a product from a high-tier brand or a high-ranking model from a low-tier brand might vary depending on the type of relationship and the level of intimacy. In addition, our findings provided managerial implications in targeting and marketing communication strategies based on product status.

• Journal of Digital Convergence
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• v.16 no.4
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• pp.127-135
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• 2018

This study is to investigate the influence of brand benefit on brand extension, especially focusing on the mediating effect of trademark belief and the moderating effect of categorical similarity. This study restates that brand benefit affect consumers' brand extension attitude and confirms that it is completely mediated by trademark belief. In addition, this study finds that categorical similarity moderates the effects of brand benefit on brand extension attitude. The results of this study suggest a theoretical implication that trademark belief can be used as one of the brand extension strategies and a practical implication that the brand communication strategy based on brand benefits should be changed with the categorical similarity.

• Archives of design research
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• v.20 no.1 s.69
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• pp.243-252
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• 2007

Nowadays, technological differences between companies have decreased and products launched show more resemblance to each other. As an alternative plan companies started developing brands. The excellence in quality of a product from a company could be easily copied, but the formless value, brand, cannot be imitated easily. More importantly, in the globally competing generation the brand provides distinctiveness and gives a solution to the relationship between consumers. Also the design image takes a big part in a company's competitiveness. The design image that represents the company reflects the brand, and it reflects the image and the philosophy of the company. And the images of each product influence the brand. Also an effective delivery of a product image would give a synergistic effect on the brand. A company could build this design identity to elevate the brand. Therefore, the identity of design image reflects the brand. Therefore a study on the area of the absence and misled identity of design image is important. This study is fixed on the idea of, development of brand to increase competitiveness, and the affiliation of design image with the identity of the brand. This study, on the basis of preceding research and theoretical background, aims to find the design identity area focusing on the product design image of the product purchased by the consumer. Firstly, we need to examine the affinity of the product image from the consumer, and analyse the direction of images to offer a solution that could advance the design identity strategy.

• Journal of Digital Convergence
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• v.16 no.10
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• pp.427-436
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• 2018

Companies are now using SNS as an online marketing channel and increasingly using it for customer relationship management(CRM). Although companies are actively using social media for marketing, language study brands in South Korea are using social media marketing in widely different ways. Among various components of social media marketing activities, this study analyzed the effects of informativeness, content suitability, and recency of social media marketing on consumers from the perspectives of brand equity and purchase intent. In the results, components of social media marketing activities had significant effects on brand equity, in the order of recency, content suitability, and informativeness. Second, brand equity and consumer purchase intent had significant correlation. And having a child also influenced purchase intent. The results of this study can be used as basic data for research on social media marketing of language schools and propose a theoretical direction for future research in the field as there is little academic data related to the subject.

• The Journal of the Korea Contents Association
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• v.18 no.8
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• pp.127-147
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• 2018

The purpose of this study is to investigate the influence of service quality factors and related ties on the repurchase intention of home shopping products and application home shopping through smart media using relation bonding according to the platform. In this study, it was confirmed that the relationship between home shopping and home shopping follows the process of establishing brand equity by mediating or partially mediating the influence relationship between specific service quality factor and repurchase intention. At this time, the mediating effect of the relationship tying is different according to the home shopping platform, but the relation of the TV + application group to the use of TV home shopping has no mediating effect. Also, according to users' usual media usage habits, service quality factors for home shopping have different influence relations on repurchase intention through relationship binding.

• Management & Information Systems Review
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• v.38 no.3
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• pp.227-243
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• 2019

The purpose of this study was to examine the influence of experience characteristics of cosmetics brand stores on purchase intention through brand value and product in-store expectations. In addition, by identifying the effects of gender regulation, the study aimed to supplement theoretical studies and to provide practical implications on the experience of cosmetics brand stores. First, we presented educational experiences, aesthetic experiences, and playful experiences as experience characteristics in stores. And we assumed the effect of these experience characteristics on the brand value and the expectation of the product in the store, and the effect of the brand value and the expectation on the purchase intention of the product in the store. 279 data were collected from consumers who had visited cosmetics brand stores, and we analyzed them using structural equation analysis. As a result, both experience characteristics have positive effects on brand value and in-store product expectations, and brand value has positive effects on expectations. In addition, brand value and in-store product expectations have a positive effect on in-store product purchase intention. In moderating effects of gender, the effect of playful experience on brand value is greater in male group, and the impact of educational and aesthetic experience on product expectations is greater in female group. These results contribute to the theoretical expansion of experience research on cosmetic brand stores, and provide strategic implications for experience marketing of cosmetic stores.

• The Journal of the Korea Contents Association
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• v.22 no.4
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• pp.58-69
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• 2022

The purpose of this study is to find a way that companies can use social media trust effectively to increase brand trust and intelligently increase it by linking with brand authenticity. Therefore, the purpose of this study is as follows. First, a conceptual definition of the research variables of trust in social media, trust in information sources, and trust in messages is established, Second, the casual relationship between two conceptually defined independent variables and mediator variables of perceived risk and self-efficacy was verified. Third, the casual relationship was verified on whether it affects brand authenticity and brand trust through perceived risk and self-efficacy, which are mediators of social media trust. Fourth, through the verification result of the casual relationship between the research variables constituting the research model of this study, it was intended to present academic and practical implications on how social media trust can effectively enhance brand trust.

• Journal of the East Asian Society of Dietary Life
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• v.21 no.3
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• pp.438-450
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• 2011

The purpose of this research was to investigate the impact of brand prestige on luxury marketing variables (patrons' perception of well-being, favorable inequity, affective commitment, and dedicational behaviors) in the luxury restaurant industry. Based on a thorough literature review, the clear definitions of each construct were established and theoretical causal relationships between the seven constructs were proposed (brand prestige, perception of well-being, favorable inequity, affective commitment, enhancement, advocacy, and brand consciousness). During this process, the moderating role of brand consciousness was also suggested. Integrating the proposed theoretical hypotheses, a structural model was created. This model was tested using the data collected from 527 luxury restaurant patrons in the United States. Data analysis revealed that brand prestige is a key determinant of favorable inequity and patrons' perception of well-being, thereby inducing two types of dedicational behaviors (enhancement and advocacy). More importantly, during this process, brand consciousness played a moderating role in the relationship between brand prestige and patrons' perception of well-being. Based on the data analysis results, the theoretical/practical implications were discussed.

• Proceedings of the Korean Society for Quality Management Conference
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• 2007.04a
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• pp.174-186
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• 2007

최근의 기업 환경은 글로벌화의 진전과 산업문명의 발달, 정보 습득이 용이 등으로 급속도로 소비자 중심의 시장으로 전환되었으며 이로 인해 기업 간의 경쟁은 급격히 가속되고 있는 상황이다. 이러한 상황 아래 고객에게 제공하는 가치가 유사한 기업들은 자사의 제품과 서비스를 차별화하여 기업의 경쟁력을 강화하기 위해 다양한 방법을 시도하고 있다. 이 다양한 방법들 중 대표적인 한 가지가 자사의 브랜드를 강력하게 만들어 관리하는 것이다. 현대의 소비자들은 단지 제품이나 서비스의 품질, 또는 가격들 중 하나로 제품을 선택하는 것이 아니라 종합적 경험으로 자신에게 각인되어 있는 브랜드의 선택을 통하여 제품이나 서비스를 구매하게 된다. 또 하나의 대표적인 방법이 경영혁신 활동이다. 기업은 기존의 업무 방법을 재현해서만은 지속적인 경쟁력을 유지할 수 없다. 변화하는 기업 환경에 맞춰 기업의 가장 중요한 부분을 본질적으로 변화 시켜야만 기업의 경쟁력을 지속적으로 유지, 향상 시킬 수 있다. 이에 본 연구에서는 기존에 연구된 문헌자료를 토대로 이론적 배경을 고찰하고 기업들의 경영혁신 추진 실태 조사와 K기관의 NBCI모델 통하여 산출된 브랜드 경쟁력 지수간의 상관관계를 분석함으로써 경영혁신 활동이 기업의 브랜드 자산 가치에 어떤 영향을 미치고 있는지 살펴보고자 한다.

• 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.