• Management & Information Systems Review
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• v.30 no.2
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• pp.185-210
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• 2011

For many firms, customers are their most valuable assets. This is a shift in the interest of managers and researchers from a traditional focus on product management to a more recent focus on customer management. And they manage their customers with relationship marketing. Despite the recent academic interest in the study of customer equity, prior research has focused on brand equity and limited relationship mediated variate such as satisfaction, commitment and trust. This paper suggests customer equity drives with mediated variate and examines how relationship marketing can generate drives of customer equity and influence on customer behaviors. The results are like this. First, customer equity drives include value, brand and relationship equity and they mediate between relationship marketing activities and customer behaviors. Second, financial, social and structural activities have significant impact on repurchase, positive word of mouth, and cross purchase through customer equity drives. Third, this study tried to organize literature on customer equity systematically. It will become the foundation of follow-up studies.

• Journal of Convergence for Information Technology
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• v.8 no.4
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• pp.127-133
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• 2018

In recent years, the interest and importance of the sharing economy is increasing, and car sharing services are being activated. This study examined the effect of shopping value perceived by consumers on brand loyalty and intention to use the car sharing service. The purpose of this study is to identify the effects of these relationships on utilitarian and hedonic shopping values. To verify this, data were collected from 364 car sharing users and analyzed using structural equation modeling. As a result, both utilitarian shopping value and hedonic shopping value had a positive effect on brand loyalty. Brand loyalty had a positive effect on intention to use. Therefore, this study can confirm that the use situation of car sharing service is a theoretical and practical point in suggesting shopping value considering consumption attribute. This implies that a consumer-oriented approach to the sharing economy is needed.

• The Journal of the Korea Contents Association
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• v.21 no.6
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• pp.678-686
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• 2021

A smiling face usually has a positive effect on interpersonal relationships by delivering a warm impression. However, the stereotype content model and compensation effect between warmth and competence suggested that warmth perceptions caused by a smiling face could influence competence perceptions negatively. This study examined the negative impact of the advertising endorser's smile on purchase intention in an expensive product category by adopting the self-construal level. The study results showed that consumers with independent-self construal (vs. interdependent self-construal) showed a lower purchase intention when exposed to an ad containing an endorser's smile. In comparison, consumers with interdependent-self construal (vs. independent self-construal) showed a lower purchase intention when exposed to an ad without an endorser's smile. Thus, this study demonstrated a moderating role of self-construal in the relationship between advertising endorser's smile and purchase intention. These findings provide valuable theoretical and practical implications for effective advertising strategies in the expensive product category.

• International Commerce and Information Review
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• v.14 no.2
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• pp.121-145
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• 2012

This research was performed to review the marketing PR(MPR) strategy to build the brand image of Chungnam tourism for the inducement of foreign tourist. Because each local governments are looking for the industries of new growth power from the tourism industry recently, we applied the BI strategy of Chungnam tourism with expended BLC model and GRID model after we analyzed the variety of PR situation and tasks to build the Chungnam tourism's brand image in the competitive domestic and foreign tourism industry. In the result of the study, we set up the limited brand image of Chungnam tourism newly; also we derived a specific action plan. First of all, they need every possible means for Brand Awareness PR, Issue PR, Brand Loyalty PR, etc. depend on brand life cycle with the Chungnam's tourism service products. Secondly, for the each tourism service products, it is requiring to repositioning from present position (B, C, D area) to A area by MPR strategy. Finally, many additional MPR strategies should put in to support for building the brand image for the 'Tourism Chungnam'. The strategic SNS public relations are required with considerations of items that are necessarily need to have the reasons and circumstances for the new foreign tourists, so they can have experiences for the Chungnam Tourism. For the existing foreign tourists, we should keep to build relationship in order to give them trusts and to feel sympathy.

• International Commerce and Information Review
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• v.18 no.1
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• pp.131-150
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• 2016

Recently, as most companies are getting globalized, global sourcing of raw materials are also provided actively. Since each country has different, strict and complex rules-of-origins, importance of COO(country-of-origin) is increasing more and more. This study was surveyed with 127 manufacturing companies in South Korea. The purpose of this study is to verify the effect relationship how brand equity and COO capacity impact on the COO performance. The research hypothesis and model was derived from the basis of existing theory and empirical research, and obtained the following results. Firstly, brand equity of the COO showed positive (+) effect on the COO information capacity and product brand equity showed positive (+) effect on the COO management capacity. Secondly, the COO information capacity showed positive (+) effect on the COO management capacity. Lastly, product brand equity and the COO information capacity showed positive (+) effect on the COO performance. This study is differentiated from previous research information by empirically evaluating the relationship between the brand equity and the COO. This study contributed to academic by examining the research on the COO management in South Korea and also practically suggested the direction how manufacturing company in South Korea is to take the advantage of the brand equity and the COO capacity.

• Journal of Intelligence and Information Systems
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• v.20 no.1
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• pp.67-101
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• 2014

The use of new technology greatly shapes the marketing strategies used by companies to engage their consumers. Among these new technologies, social media is used to reach out to the organization's audience online. One of the most popular social media channels to date is the microblogging platform Twitter. With 500 million tweets sent on average daily, the microblogging platform is definitely a rich source of data for researchers, and a lucrative marketing medium for companies. Nonetheless, one of the challenges for companies in developing an effective Twitter campaign is the limited theoretical and empirical evidence on the proper organizational usage of Twitter despite its potential advantages for a firm's external communications. The current study aims to provide empirical evidence on how firms can utilize Twitter effectively in their marketing communications using the association between brand personality and brand engagement that several branding researchers propose. The study extends Aaker's previous empirical work on brand personality by applying the Brand Personality Scale to explore whether Twitter brand communities convey distinctive brand personalities online and its influence on the communities' level or intensity of consumer engagement and sentiment quality. Moreover, the moderating effect of the product involvement construct in consumer engagement is also measured. By collecting data for a period of eight weeks using the publicly available Twitter application programming interface (API) from 23 accounts of Twitter-verified business-to-consumer (B2C) brands, we analyze the validity of the paper's hypothesis by using computerized content analysis and opinion mining. The study is the first to compare Twitter marketing across organizations using the brand personality concept. It demonstrates a potential basis for Twitter strategies and discusses the benefits of these strategies, thus providing a framework of analysis for Twitter practice and strategic direction for companies developing their use of Twitter to communicate with their followers on this social media platform. This study has four specific research objectives. The first objective is to examine the applicability of brand personality dimensions used in marketing research to online brand communities on Twitter. The second is to establish a connection between the congruence of offline and online brand personalities in building a successful social media brand community. Third, we test the moderating effect of product involvement in the effect of brand personality on brand community engagement. Lastly, we investigate the sentiment quality of consumer messages to the firms that succeed in communicating their brands' personalities on Twitter.

• The Journal of the Korea Contents Association
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• v.22 no.7
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• pp.136-148
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• 2022

This study aims to examine the effects of customer experience on the relationship between brand trust and customer experience. The survey was conducted on consumers who experienced chatbot service through internet shopping mall, and the research hypothesis was verified by analyzing the final 299 questionnaires. The results of the study showed that the customer experience using chatbot service had a positive effect on chatbot trust, had a positive effect on shopping mall trust, seller trust and brand trust through the mediating role of chatbot trust, and the social presence of chatbot had a moderating effect in the trust transfer. This study provides a theoretical basis that customer experience of chatbot service has positive effect on brand trust through chatbot trust, and suggests implications in that chatbot service can be an important means of marketing. In future studies, various studies related to chatbot trust are needed.

• Journal of Distribution Research
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• v.16 no.3
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• pp.33-75
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• 2011

The ownership structure of a franchise system is determined by the franchisor's strategic choice. A close look at the extant theories and perspectives in economics and management such as resource scarcity theory, agency theory, transaction cost analysis, and mixed ownership theory reveals that firms choose their ownership structure for the sake of economic efficiency, profit potentials, the chance of survival, and other strategic concerns. The present study, on the basis of strategic choice perspective, reviews the divergent theories of a franchise system's ownership structure and its determinants, thus providing a theoretical framework for comparing the contradictory arguments along the several critical dimensions. We also developed and tested the conflicting hypotheses regarding key determinants of ownership structure including firm's age, size, transaction-specific investments, uncertainty, and risk-sharing propensity. Using a FDD (Franchise Disclosure Document) data set of 543 Korean franchisors, we found that the years in business, the total number of employees, days of training, the inverse of the years of franchising, and the requirement of royalty payment have positive relationships with the proportion of company-owned outlets to total number of outlets. On the other hand, the proportion of company-owned outlets was found to have negative relationships with the total number of outlets and the extent of geographic dispersion of outlets, but to have no significant relationships with the initial investment required and the inverse of contract length. Based on the findings, we provide several theoretical and managerial implications for studying ownership structure of franchise systems.

• Proceedings of the Korean DIstribution Association Conference
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• 2006.02a
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• pp.105-136
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• 2006

이 연구는 농협 하나로마트를 표본점포로 하여 슈퍼마켓의 점포성과에 미치는 영향요인을 규명하기 위한 것이다. 기존의 유통관련 선행연구가 소비자조사를 통한 점포선택이론 중심으로 접근하였다면, 본 연구는 소매공급 측면에서 접근했다는 점과 소매입지모델 뿐만 아니라 소매경영이론 측면에서 내적요인까지 아울러 접근함으로써 슈퍼마켓의 점포성과에 대한 영향관계를 종합적으로 접근하여 규명하고자 시도하였다는 점에서 그 의의를 갖는다. 본 연구의 접근은 슈퍼마켓 경영에서 환경요인인 외적요인과 역량요인인 내적요인에서 점포성과에 영향을 미칠 것으로 기대되는 다양한 변수들을 선정하고, 이 변수들에 대한 검증을 통해 슈퍼마켓의 점포성과에 미치는 영향관계를 분석하였다. 분석의 신뢰도와 설명력을 높이기 위하여 변수별, 요인별 접근을 시도하였으며, 대상점포의 설명력을 높이기 위하여 동업계 편균대비 비교분석과 도시와 농촌간의 입지유형별 특성과 차이점을 규명하고자 하였다. 연구결과 현실적 측면에서 채용가능한 결과를 도출할 수 있었다. 본 연구가 대형 슈퍼마켓이 향후 유망업태로 주목받고 있는 상황에서 농협 하나로마트를 표본으로 하여 슈퍼마켓의 점포성과에 영향을 미치는 요인을 규명하고자 하였으나, 향후 슈퍼마켓의 점포출점, 전략수립, 점포운영 등에서 실질적인 방향성을 제시할 수 있도록 연구가 보강되어야 할 것이며, 나아가 타 업태 및 업종에 일반화될 수 있도록 기대한다.

• The Journal of the Korea Contents Association
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• v.19 no.10
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• pp.21-31
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• 2019

With the development of the aviation industry, aircraft painting design also plays the role of transmitting the national image while conveying the individual image of the airline. The recognition and recognition of the national image can be obtained by building a national brand. As a result, more and more companies are using the national brand image of their own country or other countries to add value to the company. Objective: To better reflect the national brand recognition for the design of the tail fin in the future aircraft painting design. This paper mainly studies the correlation between the tail graphic elements of aircraft painting design and national brand recognition based on the tail graphics of the three major airline alliance members. Based on the prior research, the relevant hypotheses were proposed and the questionnaire was designed. Secondly, a questionnaire survey was conducted on the passengers using the aircraft, and the correlation analysis was performed on the data by the SPSS regression analysis method. Conclusion: Data analysis has a strong correlation.