• The Journal of Sustainable Design and Educational Environment Research
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• v.16 no.3
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• pp.18-26
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• 2017

In order to realize the empathy of the local education community, the education local government should establish the brand design properly in accordance with the enterprise and the large-scale administrative agency and actively use it in the public design strategy and publicity strategy. And the identity and role of education local government that are differentiated from each other can be well communicated and help to achieve the vision. However, the development and utilization of brand design in the provincial education local government is sluggish. In this context, research on urban brand has been carried out variously, but there is no comprehensive analysis on change of education local government brand. The purpose of this research is to analyze the current characteristics of brand design in education local government in order to enhance the image of education direction and to enhance the brand value of education local government.

• 한국HCI학회:학술대회논문집
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• 2008.02b
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• pp.18-23
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• 2008

Enterprise's executives who believe methodologies the theories prescribe consideration of consumer as rational and reasonable behavior. However, by recent investigation, consideration of consumer can be defined behavior that is occurred by sensibility. These consideration of consumer affect to a process that purchase a product, consumer's purchase decision process. Consumer make a purchasing decision with sensible criterion, respective of quality after all rather than various rational criterion like price, efficiency and usefulness. Brand image has sensible value to thought in the mind about a product and affect to purchase products. Hence building brand image through positive sensitivity is significant point in strengthening. Research from this point of view makes a content advance with improving product process along storytelling method which kind of affective, sensible communication way as a factor of strengthening brand image.

• Journal of Service Research and Studies
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• v.7 no.3
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• pp.1-19
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• 2017

The purpose of this study is to analyze the influencing relationship among image of the festival, city brand equity, and regional loyalty. For the study, questionnaires were handed out to the visitors of 2015 Andong International Maskdance Festival and a total of 289 copies were collected carrying out frequency analysis, factor analysis, multiple regression analysis, descriptive statistic analysis, correlation analysis, and structure equation model analysis. The result showed that image of the festival had influence on city brand equity and city brand equity had influence on regional loyalty. However, image of the festival did not have direct influence on regional loyalty. This research is expected to further extend the study of image of the festival and city brand equity, and the study of Andong International Maskdance Festival

• Land and Housing Review
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• v.3 no.4
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• pp.323-331
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• 2012

The importance of corporate social responsibility has been more highlighted recently for the sustainable management of the company. The purpose of this study is to empirically find out if the effects of CSR activities on public corporation are shown as same as they are on the private companies which have been verified in the previous studies. We set 'CSR activities' and 'Brand Image' to the independent variables and 'Corporate favorableness' and 'Purchase intention' to the dependent variables. The empirical analysis results are as follows. We have found that high positive causal relations are shown in 'CSR activities' ${\rightarrow}$ 'Corporate favorableness', 'CSR activities' ${\rightarrow}$ 'Purchase intention' and 'Brand image' ${\rightarrow}$ 'Corporate favorableness', 'Brand image' ${\rightarrow}$ 'Purchase intention'. Therefore just as product related 'Brand image' influences positively on purchase intention, the CSR activities have positive influence on product purchase intention and on the whole corporate image as well.

• Journal of Digital Convergence
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• v.17 no.9
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• pp.105-114
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• 2019

This study examined the causal relationship between CSV and brand image and consumers' behavioral intentions by structural equation model using psychological variables such as CSV intentionality and company-consumer identification. 198 questionnaires were used to test 8 hypotheses using Smart PLS 2.0. Results are as follows: First, two hypotheses were rejected that CSV had a negative effect on CSV intentionality and CSV intentionality had a negative effect on brand image. Second, CSV has a positive effect on company-consumer identification and company-consumer identification has a positive effect on brand image, purchase intention, and willingness to pay. This study suggests the necessity of enhancing customer participation and communication for the company to establish CSV strategies.

• The Research Journal of the Costume Culture
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• v.18 no.2
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• pp.348-370
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• 2010

The purpose of this study was to propose some plan which could satisfy consumer's expectation emotional needs by comparing emotional scale between fashion brand image and brand website coloration image. For this study, 12 brand websites within four fashion zone, men's clothing, women's clothing, casual wear, and sports wear were chosen. The questionnaires were comprised of 27 emotional adjectives which were selected from previous studies. The questionnaires were distributed to university students and office workers for 3 to 17 on September. Among them, 118 questionnaires were analyzed by SPSS tool. The qualitative analysis for emotional adjective sorting, content analysis for website color chip sorting, and quantitative analysis for consumers were used in this study. Some differences exist between brand image and website coloration band image as the result. As the numbers of internet user became larger, the costumer's emotional image which gives maximum satisfaction is getting more important in fashion brand website. Therefore, fashion website managers should satisfy consumers with functional and emotional needs.

• The Journal of the Korea Contents Association
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• v.20 no.1
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• pp.31-44
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• 2020

The purpose of this study is to investigate the relationship among SNS users' interpersonal trust, brand image and purchase intention. A total of 335 questionnaires were collected during 6 days by Embrain online research company. Collected data were analyzed by SPSSWIN and AMOS program and frequency analysis, confirmatory factor analysis, validity test, correlation analysis and structural equation model analysis were performed. The results of verifying the relationship among variables are as follows. First, SNS users' interpersonal trust in influencers had positively influenced by brand image. Second, brand image sold by influencers had positively influenced by purchase intention. Third, SNS users' interpersonal trust in influencers had a significant effect on purchase intention.

• Culinary science and hospitality research
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• v.17 no.2
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• pp.51-73
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• 2011

Companies are required to invest in numerous intial marketing costs for establishing brand power, thus, many companies in the foodservice industry are increasing their budgets on communication to strengthen their own brand equity components such as brand recognition, brand royalty, perceived quality and associated image using mass media that has not been used before. For this study, 617 samples were analyzed by such analytic methods as a frequency analysis, cross-tabulation, a factor analysis and a reliability analysis for validity, and a confirmatory factory analysis, a model adequacy evaluation, and a path analysis using AMOS 17.0. The hypothesis verification by the AMOS analysis has revealed that all hypotheses positively influenced contract foodservice brands, and the brand recognition of a university contract foodservice company has an impact on sincerity and refinement. Therefore, positive brand image formation encourages strong brand establishment between a university contract foodservice business and customers, and this study strongly suggests continuous further studies about constructing a positive brand image.

• Culinary science and hospitality research
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• v.17 no.3
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• pp.33-46
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• 2011

This study is concerned with the effect of a brand symbol of a family restaurant on brand image, preference, and purchasing intention. With regard to analysis methods, the study carried out a reliability test and a validity test concerning a precedent research concept, ahead of verifying the hypothesis by using the SPSS Ver. 16.0. Also, the study conducted a frequency analysis, technical analysis, exploratory factor analysis, and regression analysis for verifying the hypothesis. As a result of the research, regarding a brand symbol as a visual symbol, three factors including a functional factor, a value factor, and an aesthetic factor were extracted, and of them, the functional factor and an aesthetic factor were discovered to influence of the brand image and preference which affected purchasing intention. In addition, consumers preferred a logo type that includes a company name or a brand name rather than a picture or a mark type of a symbol regarding a brand symbol, and they answered that outdoor advertising would raise awareness more than TV advertising. Based on these results, using a logo type symbol and the mix of outdoor advertising and TV advertising should be considered for brand launch.

• Archives of design research
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• v.16 no.1
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• pp.169-180
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• 2003

Multinational brands have rapidly penetrated into the domestic dining business and their brands are increasingly recognized by Koreans. Considering fast-food as a kind of brand product, we attempt to investigate recognition of brands and association by images with the focus on visual identity. The economic value has been reevaluated with more attention on brand images and brand identity. The purpose of the current paper is to find out the meaning of brand association in the fast-food industry. Fast-food business has been rapidly increasing thanks to quick sonics, convenience, relatively low price, equalized quality of food and service. Most fast-food restaurants are run under franchised system. This helps enhance the recognition of brands among customers. We intend to see whether there is significant relationship between customers' preference of brands and brand images. We also aim to seek for their problems of identity in the merchandising process for brand colors. We hope to help develop Korean franchise industry by asking how association by visual Images such as colors and figures of such brands takes place.