• Journal of Communication Design
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• v.63
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• pp.336-347
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• 2018

Nowadays, in Korea, the number of campers is increased over 5 million. Many Korean camping brands have excellent qualities however, a lot of times weak brand identities to be globally known. The purpose of this study is to provide helpful sources to have strong brand identities, add more values based on related word research from big data and market research. The data is to be analysed by sensible & cognitive approaches. The keywords for the sensible research are 'camping, camp, camping brand, and camping design'. Then 17 representative oversea brands and 10 Korean brands were analysed for the market researches. From related word research from big data, we can find out the thinking process of potential consumers, how people communicates to exchange information, and what can be the sources to add brand values. Also from the market researches, we were able to find that successful brands have distinctive brand identities, stories, logos with representable colors and they continuous produce signature designs and own way of color matching.

• Management & Information Systems Review
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• v.37 no.4
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• pp.219-236
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• 2018

The purpose of this study is to investigate the effect of image of brand origin on brand related variables in the formation of attitude or loyalty of global brand, We tried to identify more influential relationships through sub-variables such as brand familiarity, brand identification, and brand attitude. This study presents the following results and implications. It is shown that the manufacturing ability image has no direct effect on brand identification, but the general image has a direct positive effect on brand identification. In addition, the manufacturing capability image and general image of brand origin have indirect effects on brand familiarity through brand identification without directly affecting brand familiarity. In addition, consumers are more likely to be more familiar with brands that they think are consistent with their own images, maintain a good attitude, and be more likely to be loyal to brands. Brand familiarity had a positive effect on brand attitude but not on brand loyalty. Familiarity showed a positive attitude, but it did not necessarily lead to strong repeat purchase or purchase.

• 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.

• Journal of the Korea Convergence Society
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• v.9 no.3
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• pp.187-201
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• 2018

Three types of Ad message convergence, A Letter, B Letter+Photo, C Letter+Photo+Video on the Facebook advertising were researched. For this research, three types of sample advertisements were tested on the 230 subjects. And the H1 - How do three types of advertisements differ on the SNS main trait, H2 - Among those Informativity, Reliablity, Playfulness, Intractivity as the SNS main trait, what is the more powerful factor on the brand attitude / Purchase Intention. For this research the ANOVA, Scheffe, Regression Analysis was used. As a result, H1 - The effect power of Playfulness and Interactivity on the three types of Ad message convergence ranked as "A

• The Journal of the Korea Contents Association
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• v.19 no.2
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• pp.328-339
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• 2019

Shopping information contents shown on online shopping sites represent online retailer's intention to draw potential consumers' visual attention. However, unfortunately, previous studies in literature show that most of the shopping information contents are naively designed just to appeal to consumers' visual attention without systematic and logical analysis of consumers' possible different visual reactions depending on gender. To fill in the research void like this, this study proposes eye-tracking approach to investigating the research issue of how gender affects consumers' visual attention towards human brand image contents on the online shopping sites. For the sake of conducting related eye-tracking experiments, we adopted two types of products - notebook computer as a utilitarian product, and perfume as a hedonic product. Results revealed that female consumers show higher visual attention to human brand image contents than male consumers. Besides, significant gender difference exists on the human brand image contents more highly when they are attached with a hedonic product like perfume, than a utilitarian product like notebook computer. From the eye-tracking-based experiment results like this, this study suggested theoretical backgrounds about gender differences towards online shopping information contents and related human brand image contents as well.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.13 no.10
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• pp.2030-2038
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• 2009

We analyze the economic effects of mobile termination rate asymmetry by simulation model. The asymmetry allows the mobile operator to get access profits at the expense of the incumbent and induces negative effects such as the entry of inefficient operator and allocative efficiency as well as productive efficiency. We use simulation model to investigate the effect on social welfare of asymmetric regulation. If the brand loyalty is high, social welfare increase as the termination charge of entrant increases. The extension of the basic model shows that the degree of social welfare increase becomes higher as the brand loyalty increases when the cost of entrant is smaller than that of incumbent. But, the degree of social welfare decrease becomes lower as the substitution effects increase.

• Journal of Global Scholars of Marketing Science
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• v.16 no.3
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• pp.87-106
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• 2006

Importance of on-line community has been increased and also on-line community has been used as an important marketing tool. Fashion companies also considered that on-line community provides opportunities to develop customer relationship and to improve customer loyalty. The purpose of this study is 1) to identify the characteristics of fashion on-line community, 2) to investigate the differences of factors affecting brand loyalty among fashion lifestyle groups. For data collection, on-line survey was conducted for fashion on-line community members in Daum portal site and total 404 subjects were used for this study. Factor analysis, cluster analysis, and regression analysis were used for data analysis. The results of this study were as follow: first, characteristics of fashion on-line community were classified as three factors: 'interactivity', 'information provision' and 'interest provision'. Second, the impact of fashion on-line community characteristics on brand loyalty were found to be significantly different among lifestyle groups. The results from this empirical study provide basic information for strategic planning about fashion on-line community by analyzing characteristics of on-line community users.

• The Journal of the Korea Contents Association
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• v.14 no.10
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• pp.677-684
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• 2014

The purpose of this study, due to recent increase of digital outdoor media, is to analyze the consumer experience of interaction with digital media. Through this study it was found that experience factor consisting of cognitive, emotional, and interactional factors has a mediating effect on brand preference and brand reliability which in turn influence consumers' purchasing intention. On the other hand, it was verified that the consumer satisfaction of the experience does not directly influence purchasing intention, but only through the mediation of brand reliability. This research has implications on the academic field as well as in work-level practices, as a study based on an actual operating digital media, not a laboratory simulation that verifies the importance of digital media experience in forming brand equity through immediate influence on brand preference and brand reliability.

• Journal of Digital Convergence
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• v.13 no.10
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• pp.195-207
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• 2015

Social media marketing should be approached in a different way from traditional media marketing. This study uses a theoritical and empirical method to analyze what impact social media's key elements - provide information, interactivity and playfulness - have on corporate performance and awareness. As a result, the increase in the level of provide information, and the level of interactivity turned out to have positive impact on corporate performance and awareness. To improve the impact of social media on corporate performance, it is better to use it more extensively for customer management and marketing, rather than simply focusing on a specific part of social media. In conclusion, it is important to have a better understanding of the key elements of social media in order to improve corporate performance and image. In a situation where senior firms are increasingly adopting social media, it is increasingly important to have social media-related PR marketing subject included in senior education.

• Journal of the Korea Convergence Society
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• v.8 no.6
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• pp.1-7
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• 2017

This study examined how the memory effect and the brand attitude effect differ according to the interaction (high / low) and the involvement (high / low) of digital signage. The two-way MANOVA analysis using SPSS 18 was used for the empirical analysis. The results of this study are as follows: First, GRM is recalled if the level of interactivity and inffence of digital signage is low, but if both conditions are high, ARM recalls. Second, if the interaction of digital signage is low and the level of engagement is high, a lot of memory information is formed that forms the overall attitude of the product. In addition, even though the interaction level is high and the engagement is low, the attitude cognitive response through the overall evaluation is formed rather than the attribute information. Third, brand attitude was positive when interactivity level was high and engagement level was high.