• Journal of Korean Society for Quality Management
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• v.46 no.4
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• pp.1015-1028
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• 2018

Purpose: This study attempts to find how the cultural marketing activities utilizing cultural space affect firm's brand image and brand loyalty, and whether this culture marketing technique is recognized as a social contribution activity by potential customers and thereby influence brand image and loyalty. Methods: The data was collected by using the structured questionnaires to consumers who have experience using the Naver Library, Starfield Library, and Hyundai Card Library. The proposed research model is tested using 178 valid questionnaires using Smart PLS 2.0. Results: This research indicated that among cultural marketing factors, cultural support and cultural promotion have little impact on brand image, whereas culture firm influence brand image. Brand image also had an impact on brand loyalty, but it was found that public libraries operated by companies were not recognized as corporate social contribution activities, nor did they have an impact on the formation of the company's brand image. Conclusions: The study offered a theoretical and empirical foundation for future research by empirically identifying the relationship between cultural marketing and brand image and loyalty and confirmed the coordinating effect of social contribution activities between a cultural firm and its brand image.

• Journal of Fashion Business
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• v.26 no.5
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• pp.49-61
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• 2022

Advancements in technology and the proliferation of digital services have highlighted the importance of luxury brands in service environments. Based on the social exchange theory, this study investigated the interaction between customers and luxury brands in a traditional offline service encounter and a digital online service encounter. The interaction area was classified into three parts: human-human, human-digital, and human-physical environments. We qualitatively investigated the practitioners' working experiences with luxury brands. The study determined that both online and offline service encounter interactions between luxury brands and customers have become diverse. First, forming a special relationship with customers and frontline employees in traditional service encounters is important. Second, luxury brands should focus on the interaction among customers. Third, various digital tools should be considered to provide information about the brand to customers. Fourth, the exclusive benefits of offline service encounters should be maximized to stimulate positive experiences. The findings provide valuable insight to scholars and marketers on the new interaction phase between customers and luxury brands in the digital age.

• Journal of Information Technology Services
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• v.22 no.3
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• pp.119-139
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• 2023

Generation MZ has emerged as a significant consumer segment and trendsetter in the fashion market of South Korea. Fashion designer brands have become popular among this generation by offering a range of fashion content on social network services (SNS) based on fresh and trendy designs. Despite the growing market share of fashion designer brands in the industry, previous research has mainly focused on brand personality in line with the characteristics of traditional fashion brands. Therefore, this study aims to derive brand personality and SNS characteristics of fashion designer brands based on previous research and investigate the influence of these factors on brand preference and behavioral intention. Moreover, it examines how this influencing mechanism fluctuates based on the consumer type (i.e., innovative type vs. price-sensitive type). Based on an online survey of 256 Korean adults with experience in fashion designer brands, this study identified the influencing mechanisms on purchase intention and word-of-mouth intention. This study contributes to empirical investigations of consumer brand preference and behavior intention in fashion designer brands through the brand equity model. It also offers insight into developing a segmented brand strategy by considering the variations in the influence mechanism of behavioral intention across different consumer types.

• Journal of the Korean Society of Clothing and Textiles
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• v.48 no.1
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• pp.37-49
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• 2024

This study confirmed the relationship between variables developed by qualitative ground theory through quantitative research. The purpose of the study is to explain the effect of core sales tasks on sales services and the mediating effect of organizational member relationships on sales services. The data were collected through a survey of fashion brand salespeople in Gwangju from September to October 2020 with data from 235 responses analyzed using SPSS 27.0 and AMOS 26.0. The validity of the research model verified the confirmatory factor analysis and the research hypothesis was verified through path analysis and multi-mediated analysis of the structural model. The research results were as follows. First, sales management did not directly affect sales services, and customer management affected sales services. Second, a meaningful causal relationship was shown to exist between organizational member relationships and sales management, but organizational member relationships and customer management did not have a significant relationship. Third, the total and individual indirect effects of headquarters relations, colleague relations, and customer management were all statistically significant.

• Proceedings of the KAIS Fall Conference
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• 2011.05b
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• pp.874-877
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• 2011

본 연구의 목적은 기업의 활동 중 감각적 이미지 전략 구축 중 디자인 요소의 선택과 같은 프로세스를 체계화하며, 제품 제작 담당자에게 전달자와 수용자의 감각 이미지 연구를 통하여 감각의 효율적 활용에 대한 연구를 하고자 하였다. 연구방법은 여러 감각이 혼합되어 있는 공감각이라는 인간의 감각이 브랜드 관련 기업, 제품, 서비스, 기관 등에 어떠한 형태로 적용되어 표현되는지 현황조사를 통하여 분석하였다. 이론적 이해와 고찰 및 사례분석 등은 유사한 논제의 국내 외 문헌조사와 2009년 후반기까지 시판 중인 제품의 인터넷 자료를 병행 하였다. 연구 결과에 의하면 첫째, 시각적인 공감각은 제품의 연상되는 형태, 로고디자인의 형태, 재료의 색상을 통하여 식감을 자극하고 있었다. 둘째, 청각적 공감각은 의성어나 소리를 연상시키는 심볼마크를 통하여 표현하고 있었다. 셋째, 후각적 공감각은 향기 나는 소리나 향기 나는 원재료, 향기 나는 매장 등을 통하여 후각을 사용하고 있었다. 넷째, 미각적 공감각은 제품의 신속함이나 달콤함 또는 연상되는 맛을 통하여 독특한 미각을 메타포로 사용하는 경우가 많았다. 마지막 다섯째, 촉각적 공감각은 패키지 모양이나 형태, 제품명에서 느껴지는 온도, 제품 표면질감을 다른 소재로 표현하는 방식으로 촉각을 자극하고 있었다. 이러한 공감각을 이용한 브랜드와 디자인은 소비자로 하여금 오감을 자극하여 감성시대에 능동적 감성디자인 소비자로 변화시키고 있다.

• Journal of Navigation and Port Research
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• v.34 no.8
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• pp.635-640
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• 2010

Based on the previous studies that argued Brand Personality Scale(BPS) developed by J.Aaker(1997), the results are not shown very suitable for all cases. Authors found out more suitable Brand personality Scale for Marine Tourism Destination. This study then is to verify a newly developed Marine Tourism Destination BPS, to apply the multiple regression to BPS and images for Haeundae, and then to confirm the relationship between a newly developed BPS and Images proven in the previous study.

• Journal of the Korean Society for Aviation and Aeronautics
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• v.26 no.4
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• pp.91-100
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• 2018

Recently, the airplane use rate has been renewing its peak every year. Especially, Gimpo-Jeju route is the busiest air route in the world and all domestic airlines are competing. Therefore, the purpose of this study is to propose differentiated marketing strategies from other airlines by analyzing the effect of customers' brand attitude on satisfaction and intention to reuse of airlines competing on the most competitive routes. 350 questionnaires were distributed to domestic passengers who have experiences using Gimpo - Jeju route in recent 3 years and 338 questionnaires were analyzed by SPSS24 program. The results of the study showed that brand attitude showed meaningful effects on satisfaction and intention to reuse, and brand image was the most influential factor among the sub - factors of brand attitude. Therefore, airlines operating Gimpo - Jeju route suggest the importance of marketing strategy to enhance brand image among various brand attitudes.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2015.10a
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• pp.732-733
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• 2015

The purpose of this study is to investigate the relationship between customer satisfaction and finncial performance in It service firm. We studied financial performance by national customer satisfaction index. we provide that customer satisfaction effect financial performance positively.

• Journal of Internet Computing and Services
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• v.20 no.5
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• pp.87-94
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• 2019

In this paper, the method of analyzing the unformatted data of consumers accumulated on social networks in the era of the Fourth Industrial Revolution by utilizing data from the service design and social psychology aspects was proposed. First, the fandom phenomenon, which shows subjective and collective behavior in a space on a social network rather than physical space, was defined from a data service perspective. The fandom model has been transformed into a collective level of customer Persona that has been analyzed at a personal level in traditional service design, and social network analysis that analyzes consumers' big data has been presented as an efficient way to pattern and visually analyze it. Consumer data collected through social leasing were pre-processed by column based on correlation, stability, missing, and ID-ness. Based on the above data, the company's brand strategy was divided into active and passive interventions and the effect of this strategic attitude on the growth direction of the consumer's fandom community was analyzed. To this end, the fandom model of consumers was proposed by dividing it into four strategies that the brand strategy had: stand-alone, decentralized, integrated and centralized, and the fandom shape of consumers was proposed as a growth model analysis technique that analyzes changes over time.

• Culinary science and hospitality research
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• v.19 no.3
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• pp.274-290
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• 2013

The purpose of this research was to conduct an empirical research on the relations between perceived satisfaction level and value, brand attitude and repurchase intention after receiving price discount in such brand coffee shops as Starbucks, Coffee Bean, Angel-In-Us, and Caffebene. To do this, surveys were conducted in those 4 brands of coffee shops, distributing 100 copies of questionnaire each, from December 1st to December 31st, 2012. A total of 400 copies were collected for the final analysis, and the results are as follows. The level of satisfaction with price discount policy was displayed as causing a significant positive influence on hedonic and utilitarian values, and the hedonic and utilitarian values were identified as causing a significant positive influence on brand attitude and repurchase intention. Additionally, it was shown that brand attitude caused a significant positive influence on repurchase intention. A further analysis revealed that the number of customers who do not utilize the discount policy was highest in Starbucks, while the number of customers who utilize stamp coupons was displayed as the highest in Coffee Bean. In case of Angel-In-Us, the number of customers who use other price discount policies instead of stamp coupons was displayed as the highest, while the number of customers who utilize other price discount policies along with stamp coupons was displayed as the highest in Caffebene. Moreover, the level of satisfaction with price discount policies was higher for customers who use discount policies compared to those who do not.