• Asia Marketing Journal
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• v.10 no.3
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• pp.31-57
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• 2008

The purpose of this study is to investigate the antecedents of city brand personality and those effects on city brand personality and attitude toward city. This study attempts to confirm dimensions of city characteristics and city brand personality, and analyze the structural relationships among the city characteristics, city brand personality and attitude toward city. The result showed that various characteristics of city (culture and historic characteristics, life stability, facility convenience, economic factors, the image of city appearance, nature friendly characteristics) influence city brand personalities. In addition, city brand personalities (vivid personality and stable personality) are positively related to attitude toward city and mediated between the characteristics of city and attitude toward city.

• Proceedings of the Korean Society of Computer Information Conference
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• 2016.07a
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• pp.160-161
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• 2016

본 연구는 중국 식당평가사이트인 디엔핑닷컴(dianping.com)을 이용하여 정량데이터 형태인 식당의 음식품질, 서비스품질, 분위기품질을 평가한 값을 수집하고, 비정량데이터인 현지고객들이 작성한 리뷰를 이용하여 텍스트마이닝과 콘텐츠분석을 통해 식당의 브랜드개성을 정의하고, 도출된 식당의 브랜드개성과 지각된 서비스 품질과의 영향력을 파악하기 위해 다중회귀분석을 시행하였다. 중국의 경우는 브랜드개성요소 중 세련은 품질에 있어서 가장 큰 영향을 미치는 변수로 나타났다. 지각된 서비스 품질 요소와 브랜드 개성과의 영향력을 파악하는 것은 현지진출 전략수립 뿐만 아니라 한국에 방문하는 중국인들 대상으로 관광유치전략 수립시에도 보다 나은 시사점을 제시할 수 있다.

• The Journal of the Korea Contents Association
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• v.16 no.5
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• pp.686-697
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• 2016

The present research investigates the reciprocal effects of a previous brand extension and follower brand extension's market performance on a parent brand of a follower brand's extension product using 2(previous brand extension's market performance: success vs. failure)${\times}$2(follower brand extension's market performance: success vs. failure) between-subjects factorial design. The verification of the hypothesis is composed through 2-way ANOVA. As a result, the consumers' evaluation of the parent brand of a follower brand's extension product when the follower brand's extension succeed was more positive when the previous brand's extension has failed. However, when the follower brand's extension has failed, the consumers' evaluation of the parent brand of a follower brand's extension product was more negative when the previous brand's extension has succeeded.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.16 no.2
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• pp.1054-1063
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• 2015

This study is to verify the effect of similarity of expanded-product, brand concepts of parent-brands and implicit theory of customers on the brand-extension evaluation, in order to reduce the risk of brand extension. First, this research documents how the similarity between the parent-brands and expanded-products affect brand-extension evaluations as a main effect variable. Second, this study examines the moderating effect of the brand concepts of parent-brands on the brand-extension evaluation. Third, this research documents how implicit theories regarding personality affect consumer evaluations about the brand-extension. The study assumes and tests that consumers in the group of incremental theorists are more accepting of brand-extensions than consumers in the group of entity theorists. The result figures out the implicit theory customers has some moderating effect on the evaluations, yet the direction of the effects is contrary to expectations.

• Science of Emotion and Sensibility
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• v.13 no.3
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• pp.511-522
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• 2010

Product design is being recognized as an important source of sustainable competitive advantage. This research explores the effects of design evaluative elements on brand loyalty through design values. The results of this study are as follows. Firstly, most design evaluative elements have positive effects on design values. Aesthetic, unique, feminine, noble, and utilitarian elements of design evaluation influence three types of design values: rational, kinesthetic, and emotional. While unique design evaluative element does not have significant effects on rational and kinesthetic design values, it has significant affect on the emotional design value positively. Secondly, three types of design values have positive effects on attitudinal brand loyalty. In addition, emotional and kinesthetic design values have positive influences on behavioral brand loyalty. However, the emotional design value has an indirect effect on behavioral brand loyalty through attitudinal brand loyalty. Lastly, attitudinal brand loyalty has a significant influence on behavioral brand loyalty positively.

• Journal of Distribution Research
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• v.12 no.4
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• pp.109-125
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• 2007

Even though private brands have low cost advantages to national brands, consumers perceive the qualities of private brands lower than the qualities of national brands. To overcome such perceptions of consumers, alliances between private brands and national brands should be tried. This study investigates the effects of consumers' attitude for private brands and national brands on the evaluation of brand alliance between private and national brands, especially when national brands are used as ingredient brands of the private brand. We also study the moderating effects of consumers' price sensitivity and quality sensitivity on this brand alliance evaluation. Additionally, we try to provide some guidelines for successful brand alliances between private and national brands.

• The Journal of the Korea Contents Association
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• v.18 no.9
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• pp.91-101
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• 2018

This research verified the effects of anchors' reputation and brand equity evaluation of news on the continuous watching intention for general news channels such as KBS, JTBC, and YTN. Data collection was conducted on nationwide 539 adults who were watching news for each channel, and Hierarchical regression analysis was conducted to analyze the impact of the anchors' reputation and news brand equity evaluation factors. As a result, first, KBS showed continuous watching intention as viewers are men, their academic background is lower, they are more conservative, viewing frequency is higher, anchor awareness is higher, and news awareness and news preference are higher. Second, JTBC showed continuous watching intention as viewers are more advancing, viewing frequency is higher, anchor confidence, news awareness, and news preference, and evaluation on news quality are higher. Third, YTN showed continuous watching intention as their viewing frequency is higher, anchor confidence and anchor attraction are higher, news preference and evaluation on news quality are higher.

• Journal of Korea Entertainment Industry Association
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• v.15 no.5
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• pp.19-31
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• 2021

This study investigates how domestic entertainment companies' CSR activities, risk management, and producing abilities affect consumers' perception of their integrated brand assets. A survey was conducted on college students enrolled in a four-year university, and a total of 423 data were used for analysis. The result indicates the following. First, consumer evaluation of economic activity and philanthropic activity showed a positive causal relationship with the perception of integrated brand assets. Second, the higher the risk management and producing ability on evaluation of entertainment companies, the more positive the perception of integrated brand assets. Third, the main effect of producing ability was found to be significant among the four companies. In addition, regardless of the evaluation level of CSR activities and risk management, the group with a high producing ability evaluation showed a higher perception of integrated brand assets than the group with a low level of evaluation.

• Proceedings of the Safety Management and Science Conference
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• 2008.11a
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• pp.69-73
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• 2008

본 연구에서는 소비자들이 선호하는 휴대폰 제조사 브랜드를 평가하기 위하여 무형 자산 평가기법을 적용하여 비교 분석 하였다. 기존의 연구는 기초적인 통계적 사실에 근거하여 단편적으로 평가를 하였다. 하지만 휴대폰 제조사 선호도 평가는 무형자산 평가와 깊은 관련이 있다. 따라서 본 연구에서는 기존 연구와는 다르게 무형자산 평가기법을 적용하여 휴대폰 제조사 브랜드 선호도를 평가하고자 한다.

• Archives of design research
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• v.16 no.2
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• pp.375-384
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• 2003

This study is on the strategy for establishing successful corporate brand image, by understanding the need for increasing brand value based on the level of brand recognition. In order to carry this out, the PICS (Product Image Concentration System) is suggested, which includes Brand Image Analysis on a high-level, Product Image Programming based on the result of the image analysis, and Product Image Coherency Assessment and Management, resulting in setting up a guideline for gaining competitive advantage and brand management. Brand Image Analysis is a method that utilizes image association to understand brand disposition by analyzing the association pattern among available visual materials to measure the corporate and brand image inclinations. As the next step, Product Image Programming establishes design philosophy and principles based on the analysis of brand image, and the Visual Programming is a process for visualizing the intended product image direction. Lastly, Product Image Coherency Assessment examines whether to incorporate design philosophy and principles or not to arrive at an agreed evaluation criteria for developing designs coherent with the brand image. The PICS (Product Image Concentration System) is a practical method for increasing a company' competitive advantage and managing brand. The expectation on this system is to provide a guideline for applying brand image in design process more objectively. For further study, diversification of image spectrum based on expressive keywords and comparative analysis on images as well as a product image interpretation program to understand the order of visual materials will be necessary.