• Knowledge Management Research
• /
• v.25 no.1
• /
• pp.43-66
• /
• 2024

In an era where digital technology reshapes brand-consumer interactions, this study examines the influence of Nike's Run Club and Adidas' Runtastic apps on loyalty and advocacy. Analyzing 3,715 English reviews from January 2020 to October 2023 through text mining, and conducting a focused sentiment analysis on 155 'recommend' mentions, we explore the nuances of 'hot loyalty'. The findings reveal Nike as a 'companion' with an emphasis on emotional engagement, versus Runtastic's 'tool' focus on reliability. This underscores the varied consumer perceptions across similar platforms, highlighting the necessity for brands to integrate user preferences and address technical flaws to foster loyalty. Demonstrating how customized technology adaptations impact loyalty, this research offers crucial insights for digital brand strategy, suggesting a proactive approach in app development and management for brand loyalty enhancement

• Proceedings of the Culinary Society of Korean Academy Conference
• /
• 2004.11a
• /
• pp.317-335
• /
• 2004

• Journal of Service Research and Studies
• /
• v.8 no.3
• /
• pp.97-114
• /
• 2018

This study was intended to empirically examine the influence that the omni-channel brand experience would have on omni-channel brand relationship formation and achievements. All hypotheses were adopted, except for 1 hypothesis(Hypothesis 5), among 12 hypotheses. Specific results were as below: First, omni-channel brand experience had a positive(+) influence on brand trust(Hypothesis 1), brand identification(Hypothesis 2), and consumer-brand relationship(Hypothesis 3) as a whole. The brand trust had a positive(+) influence on brand identification(Hypothesis 4), but did not have statistically significant influence on consumer-brand relationship(Hypothesis 5). Meanwhile, brand identification had a positive(+) influence on consumer-brand relationship(Hypothesis 6). Second, consumer-brand relationship had a positive(+) influence on re-purchase intention(Hypothesis 7), word-of-mouth intention(Hypothesis 8), and brand extension acceptability(Hypothesis 9) as a whole. Finally, omni-channel brand showed the following relationship with and achievements. re-purchase intention had a positive(+) influence on both word-of-mouth intention(Hypothesis 10) and brand extension acceptability(Hypothesis 11) while word-of-mouth intention had a positive(+) influence on brand extension acceptability. The results of this study may provide theoretical and practical implications for marketing managers' understanding and strategy planning in connection with consumer experience and relationship formation promoted recently by omni-channel brands of distribution companies.

• Knowledge Management Research
• /
• v.21 no.3
• /
• pp.141-160
• /
• 2020

This study provides a new perspective on the effect of social media marketing activities (SMMA) on purchase intention in Korean cosmetic firms. The increasing use of social media has changed how firms engage their brand with consumers. This phenomenon triggered a need for this research to examine further the influence of SMMA on social brand engagement (SBE), brand equity (BE), and purchase intention (PI). The purpose of this paper is to investigate the effect of SMMA on purchase intention in Korean cosmetic firms with brand equity and social brand engagement. The factors of SMMA were identified based on previous literature reviews that have an impact on social media marketing activity. To empirically test the effects of SMMA, this study conducted a questionnaire survey on 219 social media users for data analysis out of the initial 332 survey data. The results reveal that all five SMMA elements are positively related to BE, SBE, and PI. The study enables cosmetic brands to forecast the future purchasing behavior of their customers more accurately and brings clarity to manage their assets and marketing activities as well.

• Korea Trade Review
• /
• v.43 no.5
• /
• pp.67-91
• /
• 2018

A number of studies have been conducted on the evaluation of bi-national products, but studies that may be applied in practice are lacking. This study suggests several implications for bi-national products in the sub-market using a more specific approach than previous studies. To this end, this comprehensive comparative study reflects the purchasing routes, product category, and consumers' personal characteristics (regulatory focus, prior knowledge) of bi-national products. Results found the evaluation of bi-national products according to purchase routes showed that consumers in offline stores were more favorable than consumers in online stores. In comparison with product categories, necessities were more positive than luxury goods. On the other hand, according to consumer's personal characteristics, consumers with promotion focus tendency perceived brand preference more highly than consumers with preference focus tendency. Also, it was found that groups with high prior knowledge had a positive evaluation of products compared to low knowledge groups.

• Asia Marketing Journal
• /
• v.11 no.4
• /
• pp.69-93
• /
• 2010

In this research, through experiments, we show that incongruity of color between mediums has positive influence on brand attitude in terms of integrated management of brand. We also present that self-image congruence of 'brand-consumer' has moderating effect on such influence of color incongruity. Mediums were limited to the ones that magnifying visual influence in order only to observe influence of color. With the same reason, visual factors other than color were coherently set or held constant and we chose brands with either low familarity or no previous knowledge. As a result, we find that brand attitude by the incongruity of color between mediums was higher compared to brand attitude by the congruence of color. In case with lower self-image congruence of brand-consumer we show higher change in attitude compared to the one with higher self-image congruence of brand-consumer. We believe our findings are interesting to note that brand may be enhanced by forming positive brand attitude through brand expression i.e., color of visual factors. In addition, we suggest that level of congruence and diversity of brand expression is in fact deeper or wider than that of brand manager's intuition. We see that it is possible for studying brands the incongruity which has been studied as a strategy to reposition mature brands can be a way of improving the recognition on new brands.

• The Journal of the Korea Contents Association
• /
• v.10 no.7
• /
• pp.220-232
• /
• 2010

Companies have been difficult to capture the minds of consumers by staying in the sales phase in order to sell products. The marketing and brand management strategies of more understanding consumers and systematically managing for the perception of them are becoming important. Since launched, EXR has implemented a systematic brand management process from its early stage. Based on the idea of 'brand asset by customer' by Kevin Lane Keller that the total of consumer brand knowledge ultimately completes the company brand power, 'brand asset', to satisfy areas of 'functionality' and 'design', EXR pioneered its ultimate brand asset which is 'CAPORTS' and established its own identity called, 'PROGRESSIVE'. For the success of a brand management, there must be a clear vision supported by the determination of a specific brand identity. Also, it needs to be shared by members of the organization, and to maintain and manage it in the long run, an integrated management strategy is essential. On the basis of such identity, EXR was able to carry out the integrated management for its brand and the overall implementation of the marketing strategy. Therefore, In this study, we seek for a sustainable brand management strategy of fashion brand by looking into the process of the EXR's brand establishment.

• The Optical Journal
• /
• s.132
• /
• pp.34-40
• /
• 2011

완연한 봄기운이 느껴지는 4월만 되면 디지털카메라 매장은 봄나들이를 가려는 사람들로 그 어느 때보다도 북적인다. 그러나 급변하는 정보기술(IT) 시장 환경변화에 따라 카메라의 진화속도도 빨라지고 있어 소비자들이 카메라를 선택하는데 어려움이 따른다. 카메라는 전문적인 기능을 갖춘 DSLR부터 가볍고 편리한 기능의 콤팩트 카메라 최근엔 미러리스 카메라에 이르기까지 그 종류는 매우 다양하다. 카메라는 가격만 보고 구매해서는 안 되며, 쓰임새에 따라 자신에게 맞는 것을 찾는 것이 중요한데, 카메라에 대한 전문적인 지식이 없을 때는 반드시 전문가의 도움을 받는 것이 좋다. 소중한 추억을 한장 한장 담아내는 카메라. 어느덧 우리 생활 깊숙이 필수품으로 자리매김하고 있는 가운데 본 고에서는 브랜드별 카메라의 특 장점에 대해 소개한다.

• Knowledge Management Research
• /
• v.12 no.5
• /
• pp.89-100
• /
• 2011

Both industrial interest and academic research are increasingly focusing on the need to institute a business environment whereby Corporate Social Responsibility (CSR) assumes a major role. It is suggested that four kinds of responsibilities constitute total CSR: economic, legal, ethical, and philanthropic responsibilities. Consumers tend to obtain positive perceptions toward the companies which collectively or partially fulfill these responsibilities. Moreover, the company image transfer process is the influence of consumer attitudes toward certain brands on overall evaluation of the company. To understand the image transfer process, we examine the influence of CSR level evaluation on overall brand evaluation in China, where active competitions among global brands exist.

• Proceedings of the Korean DIstribution Association Conference
• /
• 2001.11b
• /
• pp.211-233
• /
• 2001

The aim of the present paper is to improve on branding problems of agricultural and livestock products in Korea by analyzing the statistical data which is present status of agricultural and livestock products published by ministry of agricultural and forest. To achieve the objective, raised 5 points at issue. Thus, the improvement schemes suggested from marketing point of view. And above issues are also discussed in the context of marketing mix. Then, the marketing strategy was developed which will apply branding management. The findings in this study is building a brand marketing system urgently fitted Korean style. For this project success, establishing event marketing and customer service department is necessary centering local National Agricultural Cooperative Federation(Nonghyup). Also needed education about brand knowledge to the people working for agricultural allied industries.