• Journal of Korea Society of Industrial Information Systems
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• v.13 no.4
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• pp.155-172
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• 2008

This study empirically examined the structural relationships among components of interactivity, affective commitment, and components of brand equity in on-line brand community. Interactivity was conceptualized as 4 components such as mapping, personalization, responsiveness and connectedness. Components of brand equity include brand associations, brand awareness, and brand loyalty. Using a sample of 127 university students of on-line brand community members in Busan, we empirically examined the study model. The results of this study showed that components of interactivity except connectedness had a significant effect on affective commitment, which in turn, had a significant positive effect on brand associations, brand awareness and brand loyalty.

• Journal of Korea Society of Industrial Information Systems
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• v.25 no.4
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• pp.101-115
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• 2020

It is very important for companies to form a strong brand resonance to maximize profits, attract new customers, and prevent them from leaving existing customers. In this study, we examined the relationship between brand awareness factors and brand attachment leading to brand identity cognition, brand performance, and brand emotion, and verified how brand attachment plays a role in shaping brand resonance. As a result, it was confirmed that brand emotion among brand awareness factors is a key factor affecting brand attachment and forming brand resonance. In addition, if the perception of brand identity is established until the true brand resonance of consumers is established, they will experience the true value of the brand through differential performance on the brand, and further increase the emotional response of consumers. This led to deep solidarity with the brand and consumers through attachment to the brand, interacting with the brand and showing high brand empathy behavior.

• Asia Marketing Journal
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• v.11 no.2
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• pp.149-172
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• 2009

Prior research has investigated different effects of brand performance information such as premium price information and market share information on brand equity components - quality perception and brand preference. It was shown that the differential effects of brand performance information could depend on product-related variables like product category concept and quality variation in the product category. In this study, we conducted an experiment to find out how personal characteristics such as self-construal, price perception and brand commitment could influence the effects of different types of brand performance information. The results show that individuals who have independent self-construal, favorable price perception and emotional commitment with the brand develop more favorable evaluation of the premium price performance information resulting in more positive evaluations of the brand. However, individuals who have interdependent self-construal, unfavorable price perception and cognitive commitment with the brand develop more favorable evaluation of the market share performance information resulting in more positive evaluations of the brand. We discuss the theoretical and practical implications of this study and its limitations, along with future research interests.

• Annual Conference on Human and Language Technology
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• 2023.10a
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• pp.596-599
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• 2023

본 연구는 브랜드가 시장 트렌드를 파악하고 이를 활용하여 경쟁 우위를 확보하고 성장하는 방법을 탐구하고 있다. 이를 위해 세 가지 핵심 요소를 고려하였다. 첫째, 시장의 트렌드 정보를 파악하기 위해 검색 포털 사이트의 검색어 랭킹 정보를 활용하였다. 둘째, 브랜드 상품과 트렌드의 연관성을 분석하기 위해 상품 타이틀과 리뷰 데이터를 활용하였다. 셋째, 각 상품의 브랜드 중요성을 추정하기 위해 리뷰 수, 리뷰 길이, 표현의 다양성 등을 고려했다. 연구 결과, 브랜드는 시장 트렌드를 더욱 정확하게 이해하고 파악함으로써 경쟁 우위를 확보하고 성장할 수 있는 기회를 제공함을 확인하였다. 더불어, 이를 통해 브랜드는 소비자의 요구를 더욱 효과적으로 충족시키고 고객 경험을 개선하는데 기여할 수 있을 것으로 기대된다.

• Science of Emotion and Sensibility
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• v.18 no.4
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• pp.87-98
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• 2015

As SPA brands are growing in Korean apparel markets, they are extending their well-established brands into new markets (i.e., SPA brand extensions). To investigate psychological mechanism underlying SPA brand extensions, this study conceptually proposed such consumer information processing of SPA brand extensions as (1) perception of similarity between SPA brand extensions and their original brands and (2) evaluations on the SPA brand extensions (i.e., attitude and purchase intent). For hypothetical SPA brand extensions (high, moderate and low similarity conditions), perceived similarity was measured by using a eye-tracker and evaluations were assessed by using a self-reported questionnaire. The results reveal that the amount of external information searching for SPA brand extensions was larger in the following order: moderate, low and high similarity conditions. The depth of SPA brand information processing was also deeper in the same order. Evaluations on SPA brand extensions were higher in high and moderate similarity conditions than in low similarity condition. The findings suggest that the evaluations are affected by perceived similarity and the amount of cognitive efforts in processing SPA brand extensions.

• Journal of Distribution Research
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• v.6 no.2
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• pp.109-133
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• 2002

This article examines how consumers in online environments depend on brand in making purchase decisions by product types. Previous research explains that the characteristics of online environments decrease the dependence on brand due to inexpensive search costs and affluent information quantity. But it is likely that in online environment, the dependence on brand will be differentiated by product types. We found that in search product, the availability of information decreased consumer's uncertainty, which, in turn, increased the dependence of brand. However, in experience products, the weakness of multi-sensory increased consumer's uncertainty, which resulted in the increase of the dependence of brand.

• Journal of Korea Society of Industrial Information Systems
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• v.24 no.5
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• pp.77-93
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• 2019

The purpose of this study is to investigate the effect of organizational brand internalization on organizational brand permanence. Specifically, organizational brand internalization influences customer orientation, brand attachment, and organizational brand permanence. Also, we examined the effect of brand attachment on the relationship between customer orientation and organizational brand permanence. As a result of empirical research, organizational brand internalization plays an important role in enhancing employee's attachment to brand and positively forming relationship with customers. In other words, as brand attachment increases, employees in the organization know and share customer's needs and provide core competencies for the organization's long-term development. Therefore, companies need to strengthen their internal brand power by organizing their brands into a single concept, and to realize organizational integration of employees based on them. Finally, this study suggested practical implications and future research directions from this perspective.

• International Area Studies Review
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• v.15 no.1
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• pp.315-339
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• 2011

As the Korean economy grows, the brand value of Korean companies such as Samsung, LG and Hyundai Motor has been elevated greatly. Compared to the brand value of Korean companies, Korea's national image is very lowly ranked. In addition Korea's national brand is undervalued compared to economic volume. So, the purpose of this study is to find way to enhance the Korea's national brand in Japanese Market through brand credibility. The results as follows. First, this study find that brand credibility is consist of expertise and trustworthiness in Japanese market. Second Korea national image positive impact on brand credibility. Third, brand credibility positive impact on perceived quality and information cost saving. Finally, brand credibility negative impact on perceived risk. In conclusion, all hypothesis are significant. So these results are very useful to Korea government and Korean companies.

• Korean journal of communication and information
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• v.61
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• pp.28-51
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• 2013

The present study analyzed the effects of brand extension on the existing parent brand by applying the media brand extension model which previous studies had suggested based on consumer based brand equity model. Based on previous studies, the present study constructed a research model in which pre-brand extension parent brand evaluation, brand portfolio quality variance, perceived number of brand extensions, perceived fit between parent brand and brand extended channel, and brand extended channel evaluation are supposed to affect post-brand extension brand extension evaluation, and tested the media brand extension feedback effects model through structural equation modeling. The analysis results show that pre-brand extension parent brand evaluation, brand portfolio quality variance, perceived fit, and brand extended channel evaluation affect post-brand extension parent brand evaluation while the effect of perceived number of brand extensions is not significant.

• Journal of Information Technology and Architecture
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• v.11 no.2
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• pp.201-216
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• 2014

The internet and the information-oriented communities have brought many changes to increase brand power and product sales in many industries. This study investigates the influence of brand preference and information reliability on consumers' purchase decisions. If product information at the internet advertising matches with consumers' previous brand preference, they are more likely to enhance product information reliability after watching the advertising. Such brand preference match through the advertising will increase consumers' intention to purchase. From the results of our experiment, we found that information reliability and memory from the advertising give a positive impact on the intention to purchase when consumers' previous brand preference matches with advertising attributes. Our study suggests that firms need to develop the internet advertising which is closely matched with consumers' preferences.