• Annual Conference of KIPS
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• 2010.04a
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• pp.527-530
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• 2010

최근에 웰빙 열풍에 의해 사람들이 기능성 음료, 건강 차, 마시는 물 등에 대한 관심도가 나날이 높아지고 있다. 그러나 사람들이 웰빙 열풍에 따라 건강에 좋은 물에 높은 관심을 갖고 있기는 하지만 실제로 자신들이 마시고 있는 물의 웰빙성에 대한 정보는 피상적인 수준에 머물고 있다. 왜냐하면, 물에 대한 기존 홍보 방법들이 단방향 형태의 단편 정보를 전달하는 수준에 그치고 있기 때문이다. 특히, 최근에 각광을 받고 있는 UCC를 활용하여 물의 브랜드를 제고시키는 연구는 아직 미미한 상태에 머물고 있으며, 상호작용성이나 체험성 형태를 제대로 갖추지 못하고 있다. 이에 본 논문에서는 제주 물에 대한 효과적인 브랜딩 방안으로 첨단 정보 기술과 제주 물의 특성을 융합하는 접근으로 체험형 UCC를 어떻게 제작할 것인지를 알아본다. 다양한 물 종류 중에서도 국내에서 우수한 물로 인정받고 있는 제주 물의 브랜드 제고를 위해 정보 기술과의 효과적인 융합에 초점을 맞추고자 한다. 제주 물은 지하수로 화산 암반수이기 때문에 제주를 다녀갔던 관광객을 비롯한 대부분 일반 사람들은 제주 물의 실체를 직접 보거나 체험해 볼 수 없다. 그러므로 단순히 제주 물을 홍보하는 UCC 형태를 탈피하여 상호작용적 체험을 통해 제주 물의 우수성과 브랜드를 보다 효율적으로 전달할 수 있는 방안을 제시한다. 또한, 3D 기술을 이용하여 입체적으로 제주의 물의 웰빙성을 느껴볼 수 있는 방안을 제시하고자 한다.

• The Korean Journal of Franchise Management
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• v.3 no.1
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• pp.26-45
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• 2012

Market players have realized the importance of brand power and tried to develop effective marketing programs which focus on consumer's brand experience. This study aims to investigate brand experience and brand personality effect on brand attitude which is overall consumer's faith toward brands and repurchase intention in food-franchised by Structural Equation Model. As results, both brand experience and brand personality affect brand attitude although brand experience has more influence than brand personality. As consumers show positive brand experience and attitude, repurchase intention is higher. Brand attitude plays a mediation role in the relation of brand experience and personality, and repurchase intention. Also brand experience shows more influence than others on repurchase intention.

• Journal of Global Scholars of Marketing Science
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• v.11
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• pp.59-78
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• 2003

Thus the purpose of this study is to determine how the brand equity is formed in the psychological process of customers by reviewing previous studies of relations between marketing factors influencing the formation and elements for the formation. Results of the study and their suggestions can be summarized as follows. First, among precedent factors required for the formation of the brand equity, advertisement was found having positive effects on both brand awareness and brand image irrespective of the two groups, or high and low involvement groups. Sales promotion did not have any effects on both brand awareness and brand image in the low involvement group while positively affecting brand awareness in the high involvement group. Distribution intensity was found having effects on both brand awareness and brand image in all of the two groups. Second, relations between brand awareness and brand image showed that the former has effects on the latter in both high and low involvement groups. This suggests that brand awareness plays a role in associating brand image. Third, relations among brand awareness, brand image and brand preference showed that both of the former twos influence the other in the high involvement group and that brand awareness cannot influence brand preference in the low involvement group. Fourth, relations between brand preference and brand loyalty showed that the former has effects on the former in both high and low involvement groups. This suggests that there is little possibility for consumers preferring specific brands to turn to other brands which have advantages such as price discount and gift presentation.

• 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.

• Journal of Digital Convergence
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• v.18 no.8
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• pp.185-199
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• 2020

This study examined the effects of insurance company's CSR activities on customer-based brand assets and customers' intention to pay premium prices in order to identify the possibility of CSR activities as an insurance company's differentiated marketing strategies. Throughout collecting 510 surveys, this study has proved that economic and charitable activities had a effect on customer-based brand assets, also economic and environmental activities had a effect on intention to pay premium prices. In addition, the mediating role of the customer-based brand asset between economic and charitable activities and intention to pay premiums was proved. Lastly, it was confirmed that the level of SNS usage moderates the relationship between economic activities and customer-based brand assets. Based on the results, this study provides insurance companies with an effective marketing strategy of the CSR program.

• Journal of Digital Convergence
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• v.17 no.11
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• pp.117-126
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• 2019

This research examined whether and how prior customer participation and the relationship commitment of the brand enhance experiential behaviors of offline stores such as Apple, Huawei, MI, Oppo, Samsung, Vivo. A structured self-report questionnaire was administered to collected 258 survey responses and structural equation modeling was applied using SPSS and AMOS. The results of this study are as follows: First, customer participation increased normative commitment, emotional commitment, and persistent commitment. Second, the relationship commitment of consumers enhanced various experiential behaviors such as entertainment experience, educational experience, escapist experience, and aesthetic experience. Third, consumers with high brand fanship reported more positive aesthetic and escapist experience. The results of this study are expected to provide effective marketing strategies for companies setting up offline experience stores by understanding customer participation and involvement that should be considered for consumers targeted.

• 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 Digital Convergence
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• v.14 no.3
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• pp.345-359
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• 2016

This study aims at providing information on golf industry by survey about effects on purchase decision factors of golf goods and strategies on brand attitude and purchase behavior. As a result of this study, there are sixth reasonable factors of effects as follows. First, age, education and average golf score were meaningful factors on purchase decision. Second, sex and age were significant factors on brand attitude. Third, age was the only meaningful factor on purchase behavior. Fourth, purchase decision factors of golf goods showed significant (+) effects on brand attitude. Fifth, purchase decision factors of golf goods showed significant (+) effect on purchase behavior. Sixth, brand attitude showed significant (+) effect on purchase behavior.

• The Journal of the Korea Contents Association
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• v.12 no.6
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• pp.402-412
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• 2012

The purpose of this study was to analyze the types of Brand name spectrum for hospitals, and to analyze the differences of types depending on the characteristics of hospitals. Study data was collected from the yearbook of Korean Hospital Association in 2008. The hospital's name was divided into meaningful words and then the spectrum type of hospital name was decided based on the meaning of words. Hospital variables were used to investigate the difference of the types of brand name spectrum among hospitals. The study results showed that arbitrary name was the most frequently used in hospitals, then followed by the suggestive name, descriptive name, and then coined name. In arbitrary name, district name and person's name were most frequently used as the hospital name. Although most hospitals had one type of naming spectrum, some hospitals had types more than two. When hospital managers are developing hospital name, they will need to consider not only how it can provide the unique images to customers, but also how they protect their brand in legal aspects.

• The Journal of the Korea Contents Association
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• v.21 no.9
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• pp.245-257
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• 2021

This study is aimed to investigate the effects of landscape management elements in apartments on housing satisfaction and brand loyalty of dwellers, empirically. In this study, a survey research was conducted from April 5th to 22nd 2021 with the subjects of 711 dwellers who were living in apartments located in Seoul. Collected data were analyzed using by SPSS 23.0 and AMOS 23.0. The study results are as follows. First, as the level of landscape management elements of apartments including greens space, playing space, resting space and landscaped facilities is higher, housing satisfaction level is higher. Second, as the level of landscape management elements of apartments including greens space, playing space and resting space is higher, brand loyalty is higher. Third, as the level of housing satisfaction of apartments is higher, brand loyalty level is higher. Fourth, all the landscape management elements of apartments including greens space, playing space, resting space, and landscaped facilities affect brand loyalty mediated by housing satisfaction. Through this study, useful strategic implications for apartment managers and suppliers were presented by identifying elements of landscaping management that affect housing satisfaction and brand loyalty of actual consumers.