• Culinary science and hospitality research
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• v.21 no.4
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• pp.339-348
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• 2015

The purpose of this study is to suggest positioning strategy according to franchising family restaurant brands. Discriminant Analysis was utilized to suggest methodological framework that seeks to find their relative positions in the family restaurant brands. As a result, the results show that five factors (employee service, physical environment, marketing, accessibility, and food quality) were extracted from Exploratory Factor Analysis that contains twenty three questions related to service quality of family restaurant. Second, Discriminant Analysis revealed that three factors out of five including employee service, physical environment, and accessibility showed the highest discriminant power. Based on the three factors, positioning maps were made and the location of four brands were identified. Third, service quality, satisfaction, and willingness had a significant influence on revisit intention.

• Management & Information Systems Review
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• v.39 no.2
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• pp.113-126
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• 2020

This study suggested implications by dividing the concept of brand origin into national image and manufacturing capacity image, verifying the direct impact of these variables on brand trust and brand loyalty, and verifying the difference between products with the effect on brand trust of brand origin, which is the result of verification. The specific implications of this paper are as follows. First, brand origin does not directly affect brand loyalty, but it can have a direct impact on the preceding variable, brand loyalty. This study may conclude that it is desirable to define the factors that affect the purchase selection indirectly through the assessment of product properties or positive effects on brand image rather than having a direct impact on product purchase or selection. Second, the difference in brand origin influence by product characteristics was very evident. Past studies were limited to a few products, so pan-product testing was not conducted, and the empirical power was judged to be limited, so this study included a variety of products and tried to detect differences between products through actual empirical research. Involvement and self-congruity have been presented with results that can be judged as important variables for brand origin to affect brand performance and variables. Looking at the role of the brand origin for each product characteristic by distinguishing between product characteristics and whether or not products related to quality, history, authenticity, etc., the product recognized as high quality and the product recognized as having high integrity showed higher effect of the brand origin, but history was a product characteristic that did not show the effect of the brand origin.

• 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.

• Design Convergence Study
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• v.16 no.4
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• pp.81-98
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• 2017

This study starts from the judgment that the evaluation about preserved flower package design has to be performed based on the product attribute. The principles and components of package design are reestablished from preceding researches, the product type model is suggested based on the product attribute. The 6 principles of package design are usability, esthetic element, attracting attention, creativity, identity and implication, and the 5 components of package design are form, material, color, graphics and branding factors. The product types are classified into 4 areas following the 2 axises. The 1 axis means the degree of perception risk on acquiring information and the other means the approaching type to expected effects about products. The characteristics of package design components are analyzed from the cases belonged at each area on the product type model. Based on the this model, the strategy of preserved flower package design is drawn. At last the package of 'Preserville' is analyzed, we find out the critical points and suggest the intention point in planning the preserved flower package.

• Journal of the Korean Society of Food Science and Nutrition
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• v.40 no.8
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• pp.1164-1171
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• 2011

The purpose of this study was to compare service quality between local and global coffee brand shops and to investigate improvement. Of 350 questionnaires distributed to customers of six brand coffee shops (three local brands, three global brands) located in Daejeon, 330 complete questionnaires (94.3%) were analyzed. The questionnaire included a seven-point multiple-item scale for measuring service quality. The 21 items measuring service quality were grouped into four factors, and the mean scores for the levels of "representativeness", "coffee sensory and beverage features", "employee attitude" and "physical environment" were 5.42, 4.77, 4.74, and 4.13, respectively. The levels of "coffee sensory and beverage features" and "employee attitude" of the high income customers were significantly lower than those of the low income customers. The results showed that the levels of "employee attitude" of local coffee brand shops was significantly higher (p=0.050) than that of global coffee brand shops. Whereas, the levels of "representativeness" of global coffee brand shops was significantly higher (p=0.003) than that of local coffee brand shops. Based on the results, the global coffee brand shops should pay attention to internal marketing and the local coffee brand shops must strive to improve service quality through strategies such as improving brand awareness and developing representative beverages and foods.

• Korean Business Review
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• v.17
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• pp.83-110
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• 2004

In modern society, there exists a growing tendency that the product image, rather than the substance of the product, is given more and more emphasis. In other words, consumers tend to purchase a product whose brand image coincides with their self image. Today, it is one of the essential factors for marketing strategy of a modern enterprise to have brand image perceived by consumer self-image. The image, by affecting the perception of consumers, explains the reason why some consumers choose one brand out of many brands that are available to them. Furthermore, brand-image perceived by consumers becomes more important factor in improving the company's market share. For this research, we investigated the theoretical background based on previous studies and collected statistical data through a market survey. The results of the actual research indicate that the attributes of the images differ notably depending upon demographic attributes; that the brand image judged by a customer is positively correlated to the customer's self image; and that the regression analysis of the purchase intention in accordance with coincidence of independent variables proved to be insignificant. But the correlation analysis of the variables shows that the sensuous image of a perceived brand image product notable differences in the purchase intention. Most of Consumers tend to prefer certain brand of causal wears in accordance with their cognized brand-image and self-image: social self-image and actual self-image. Corporate must not spare any effort to establish differential advantage. through better image or changing image. Also marketers have to identify the strengths and weakness of their brand in relation to the competition in setting up their brand management strategy. In conclusion, the outcomes of the study suggest that the consumers purchase the images of the brands, rather than the products themselves. Accordingly, in the clothes markets with similar quality levels, the emphasis should be put on differentiation of the brand images in order to further increase sales and maximize profits.

• Journal of the Korean Society of Costume
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• v.65 no.4
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• pp.45-60
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• 2015

Emotional consumption value orientation has played a significant role to have a direct effect on making purchase in our lives. And emotional value has been dealt within the SPA brand contexts recently. Therefore, the current study investigates how SPA brand consumers' emotional value consumption orientation has affected brand loyalty, with a focus on mediation effects of marketing mix attributes assessment. Results of this research are as follows. First, there was a significant difference between Zara and Uniqlo on the assessment of marketing mix attributes. Second, emotional consumption value orientation had significantly impact on brand loyalty for both Zara and Uniqlo. Third, multi-regression analysis was conducted to find out the mediation effect of marketing mix attributes assessment in the relationships between emotional consumption value orientation and brand loyalty. For Zara, hedonic promotional and pricing attributes of products and place show full mediation effect on brand loyalty. For Uniqlo, utilitarian, hedonic and pricing attributes have impact on brand loyalty. The current study strives to find out how emotional consumption value orientation attected the consumer evaluation process and purchase behavior in the contexts of SPA brand product purchase. Product assessments have stronger effect than place, and hedonic attributes have stronger effect on brand loyalty in comparison with utilitarian attributes. Also, hedonic attributes of product and place have stronger effect on brand loyalty in comparison with utilitarian attributes.

• Journal of the Korean Society of Food Science and Nutrition
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• v.35 no.4
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• pp.456-463
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• 2006

The purposes of this study were to extract choice attributes of bakery cafe customers and to conduct important- performance analysis (IPA) of choice attributes perceived by bakery cafe customers. The questionnaire was developed through literature review and focus group interview, and modified after pilot test. The questionnaires for main survey were distributed to 320 males and females aged 20 and over in Seoul. A total of 275 questionnaires were used for analysis (85.9%) and the statistical analyses were conducted using SPSS Win (12.0) for descriptive analyses, exploratory factor analysis, reliability analysis, and correlation analyses. The main results were as follows. 'Products', 'convenience to use', 'services and price', 'interior environments' 'brand' and 'location' dimensions were extracted as choice attributes dimensions of bakery cafe customers and customers of bakery cafe regarded 'sanitation and cleanness', 'kindness of employees', 'quality of products', 'comfortable and pleasant facilities' and 'taste of bakery products' as more important than other attributes. In addition, the results of IPA showed that marketing managers of bakery cafes should focused on the dimension of 'services and price' in the reason that this dimension was low at performance although customers regarded it very important. Overall, researchers and managers of bakery cafes should understand unique choice attributes of bakery cafe customers, and make efforts to establish marketing strategies that meet bakery cafe customers' needs.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2001.05a
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• pp.253-261
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• 2001

화장품의 사용감은 개개인에 따라 다양한 기호를 나타내며 상대적이고 감성적인 개념들이 우선하게 된다. 이러한 관능특성들을 보다 객관적이며, 과학적으로 고찰하고자 하는 연구분야가 바로 관능평가이다. 본 연구에서는 메이크업 단계 중 베이스 메이크업에 속하는 제품인 파운데이션의 관능 특성을 보다 객관적이며 신뢰성 있게 평가, 분석하는 전문패널 평가 시스템을 구축하기 위하여 사내 여성을 대상으로 discriminative 및 descriptive 테스트를 실시하였다. 이를 통해 적합한 패널을 선정하였고 일정하게 규정된 일련의 교육과정들을 통해 패널을 훈련시킴으로써 베이스 메이크업 전문 패널 평가 시스템을 구축하였다. 그 후 파운데이션에 대해 질감별 제품을 평가하도록 한 후 이러한 방법으로 수집된 데이터를 신뢰성 있는 통계적 분석법을 이용하여 제품의 사용감 특성이 위치되니 2차원적 공간영역과 제품별 사용감의 특성을 분석하였다. 그 후 분석된 결과를 자사 브랜드 메이크업 라인의 파운데이션 제품에 응용하여 제품을 차별화 시키도록 설계하고 질감별 특징적 사용감과 적합한 특성강도를 제시한 후 이를 나타내는 처방의 제품을 결정하였다. 최종적으로 출시된 제품을 실제 소비자들을 통해 기호형 관능평가를 다시 한번 실시하였으며, 그 결과 실제 느끼는 사용감각 특성과 상품개발 계획 시 소구하고자 했던 관능특성이 일치하게 나타나 사용감 설계의 객관성을 검증하였다. 따라서, 본 연구는 이와 같은 결과를 통해 관능평가를 제품개발에 응용한 활용방안으로 보고자 하였다.

• Journal of Agricultural Extension & Community Development
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• v.20 no.4
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• pp.1181-1216
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• 2013

This study was accomplished to enhance brand value for hanwoo and to develop strategy for brand positioning that move customer's heart. This study in order to achieve the research was carried out as follows: First, the cluster analysis based on demographic characteristics for consumer on the basis of three types segmentation on market was conducted. Market A was consisted of a well-educated, high-income and young bracket. Market B was consisted of a well-educated, high-income and middle-aged bracket. Market C was consisted of a low-income and middle-aged class. Second, consumer's positioning map was analyzed based on perceiving data which are products' functional, emotional, and self-expressive benefits about consumer's feeling beef products. This study was analyzed each relative brand advantage and structure of competition on segmented market by conjoining each brands positioning map and feature vectors map. By the result of the analysis, each brand's positioning strategy was devised. As a result of the study, the hoengseong hanwoo is competitive about all kinds of market. We chooses that hoengseong hanwoo's target is A market, because that brand is evaluated as a high-ranked quality by high-class image of luxury price, quality, brand image. For management improvement sake, this brand(the hoengseong hanwoo) is needed to effort for promoting consumer's awareness about safety and reliability.