• Proceedings of the Korean Society for Quality Management Conference
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• 2009.10a
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• pp.123-130
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• 2009

미용업의 사회적 인식이 높아짐에 따라 국내 미용서비스산업은 경영적 측면에서 체계화되고 규모면에서도 날로 확대되는 등 양적, 질적인 성장하고 있으며, 국내 업계끼리는 물론이고 글로벌화로 인하여 외국의 선진 프랜차이즈와도 경쟁하는 단계에 이르렀다. 이러한 환경적 변화 속에서 국내의 미용업계는 한 차원 높은 성장을 위한 자구적 노력이 필요한 상황이다. 그러나 국내 미용업계는 서비스 제공자 관점에서 일방적인 서비스를 제공하여 왔고 고객관점에서 가치 있는 서비스의 내용과 품질을 제대로 파악하지 못하고 있는 실정이다. 미용서비스품질을 정의하기 위한 연구들은 계속되고 있으나 미용서비스품질에 대한 명확한 개념정의는 물론이고 앞으로 국내 미용업계 성장의 축이 될 브랜드 미용실의 고유 서비스품질은 여전히 확정적이지 못한 실정이다. 따라서 본 연구에서 브랜드 미용실 고유의 서비스품질 요인들을 발견하고, 지각된 가치, 고객만족, 재이용의도 간의 인과관계를 알아보고자하며, 특히 지각된 가치의 매개적 역할과 계량적 중요성을 알아보고자 하였다. 또한 브랜드 미용서비스를 이용하는 고객들의 단골고객 신념수준에 조절효과가 있는지 알아보기 위하여 가치-고객만족, 가치-재이용의도, 고객만족-재이용의도 간의 이에 대한 조절효과를 검정하였고, 효과적인 서비스품질전략을 제시하고자 하였다.

• The Journal of the Korea Contents Association
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• v.8 no.3
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• pp.127-137
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• 2008

Major purpose of brand establishment of city is to give pride for the citizen and to enhance the city value through improving city image. As modern society wants aggressive and active attitude from all fields, the city, which means as human place of residence, has to try to change for human life and prosperity. It is true that the establishment of brand is shown through politics, economy, society, culture and art, however travel effect and profit creation should be most important. In actual circumstance of our country, that travel deficit is getting increased. the brand establishment of city is more concerned. To build a city, history and time is essential elements. It may be impossible that consistent direction and meaning continue throughout long terms, but after all, the kernel of tourism contents is that idea and development is concentrated focusing consistent direction and meaning. To solve this, problem of strategy and direction was researched through analysis of foreign cities, and also understanding of future role of city in 21st century make a base for rebirth as international travel city. After city brand establishment based on continuous management, it is very important to make city which has strong image power.

• CRM연구
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• v.2 no.2
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• pp.21-40
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• 2009

This study conducted to examine how consumer's perception of COO(Country of (Brand) Origin) image affects brand association knowledge, how coo image and brand association knowledge affect buying intention, how these relationship differs in hedonic and utilitarian products and the moderating effect of consumer's ethnocentrism in the influence of brand association to buying intension. The results indicated the followings: First, it was significant COO Image affect brand association knowledge, more strong significant in Hedonic products than in utilitarian products. But it was not supported COO Image affect buying intension significantly. Second, Brand association knowledge affected buying intention significantly. And the last, consumer's ethnocentrism mediated between brand association knowledge and buying intention strong significantly.

• The Research Journal of the Costume Culture
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• v.18 no.5
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• pp.923-941
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• 2010

The purpose of this study examines women in 20s~30s who start applying adult makeup and are sensitive to cosmetics and makeup techniques to understand the influence of overseas cosmetic brands' personality on their preference to provide overseas cosmetic brands with unique personality marketing resources. The following summarize the findings of this study: first, overseas cosmetic brands' personality factors were aesthetics, performance, interest, competency, and boldness. Second, among imported brands, the most preferred brand was Christian Dior, followed by Bobbi Brown, Chanel, SK-II, and Estee Lauder. Third, the subjects preferred Chanel when they perceived its aesthetics, performance, and competency and Christian Dior when they perceived its aesthetics and performance and did not perceive its boldness as much. They preferred Estee Lauder when they perceived its aesthetics and competency and Bobbi Brown when they perceived its aesthetics, performance, and competency and did not perceive its boldness as much. In case of SK-II, they preferred it when they perceived its aesthetics, performance, interest, and competency.

• Culinary science and hospitality research
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• v.22 no.5
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• pp.167-178
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• 2016

This study is on the effect of Korea on the Korean brand image of Korean satisfaction from the perspective of foreign visitors. Korea representative food was designated as a potential mediator to this relationship. Survey wes conducted from 277 foreign people by using English survey and analyses results of Korean brand image reveal that quality reliability, attractiveness, and health promotion appeared to have a positive impact, while family orientation was found to have a negative effect. Results identified the positive mediating effect between formulated relationship.

• The Journal of the Korea Contents Association
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• v.22 no.2
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• pp.237-254
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• 2022

This research paper studied the effect of corporate CEO's image on brand value. The purpose of this study was to elucidate the change in corporate value following the legal arrest of Samsung Electronics CEO. To demonstrate the legal restraint of Samsung Electronics CEO and change in brand value, the argument was made based on analysis data evaluated by the Korea Industrial Policy Institute and Interbrand. In the case of Samsung Electronics, even in 2017 after CEO Lee Jae-yong was arrested, the brand value of Samsung Electronics rose 9% from the previous year to reach $56.2 billion. In 2020, it ranked fifth, and in the first half of 2021, while CEO Lee Jae-yong was arrested, Samsung Electronics ranked fifth in value. In this study, Samsung Electronics' production and brand value continued to rise after the 2000s regardless of the CEO's legal restraint. As a result of this study, Samsung Electronics revealed that the company's management and brand value have been established regardless of the legal restraint of the CEO.

• CRM연구
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• v.3 no.2
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• pp.69-88
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• 2010

This comparative study conducted to examine the differences between Korean and Chinese consumers. The specific goals of the study were as follows; First, It was to investigate the influences of COO(Country of Origin) image on the customer…s buying intention through the brand association knowledge. It is also aimed at analyzing the moderating effects of consumer's ethnocentrism on the influence of brand association knowledge on the buying intention. To test the hypotheses, 117 questionnaires were collected from university students in Korea and 119 questionnaires did from China and put to the test with SPSS 17.0 and AMOS 7.0. The results indicated the followings: For consumers in both countries, the COO image had not influences on the buying intention. For Korean consumers the COO image had positive impacts on the brand association knowledge, which in turn had positive impacts on the buying intention. For Chinese consumer, COO image did not have influences on the brand association knowledge, but the brand association knowledge had positive impact on the buying intention. In addition, the consumer's ethnocentrism had moderating effects on the influences of the brand association knowledge on the buying intention.

• Science of Emotion and Sensibility
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• v.11 no.4
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• pp.599-612
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• 2008

Today, communication trend of financial brand has changed fast with more foreign financial brand's introduction, emerging financial brands through the openness. With the trend of changing, companies are introducing various marketing methods to differentiate its brand image. And color marketing becomes an important tool for the differentiation. However, except a few brands, brand color which expresses management character of a company is different from the customer's preferred color which is based on investors' investment tendency. This may be related to the brand Image which is final goal of communication. Therefore, this study suggests effective communication method between company and customers by analyzing preferred color of customers by their investment tendency and comparison analysis security firms' color marketing strategy. As a result, it was found that Roland Barthes symbolic meaning of colors is different from the symbolic meaning of the groups of investor tendency. For example, I assumed that aggressive investors preferred strong color like red or orange, but the survey result was far from my assumption. I hope this study can be a good foundation for logical and scientific marketing in communication between security companies and customers in more open market with introduction to the Capital Market Consolidation Act.

• International Commerce and Information Review
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• v.9 no.1
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• pp.23-41
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• 2007

This paper research the country image, the brand image, consumers' performances and the brand royalty with the path analysis on foreign automobile brands. Our empirical study testify the reliability analysis, the factor analysis and the path analysis with above variables by SPSS 12.0 and AMOS 4.0. The result of this research is that hypotheses H1, H3, H5 were significantly supported, whereas, hypotheses H2, H4 were rejected in the samples of American automobile. and in the samples of Japanese automobile, it was clearly revealed that hypotheses H2, H3, H4 were significantly supported, whereas, hypotheses H1, H5 were rejected. So, in Korean market, we should focus on the brand image strategy more than the country image to make the brand royalty with American automobile products. whereas, Japanese automobile products, another strategy is recommended.

• The Journal of the Korea Contents Association
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• v.16 no.3
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• pp.426-438
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• 2016

The purpose of this study was to examine whether or not social media could have influence upon diplomatic activities and become effective means of diplomatic communication, focusing on the communication channel of public diplomacy. Study subjects were 301 foreigners from 42 countries in 7 continents, and influencing relationship among the fondness of social media-utilized public diplomacy cultural contents, country images and country brands was examined, together with its effectiveness. The results attained are as follows: First, all independent variable except interactivity and immediacy had significant influencing relationship with the fondness of public diplomacy cultural contents. Second, the fondness of public diplomacy cultural contents had significant influence upon country images, whereas country images had significant influence upon the fondness of country brands and the loyalty of country brands. Based on study findings, the influence of social media as effective means of communication of public of diplomacy policy in the 21st century was confirmed. In addition, This study contribute to expansion of public diplomacy research area from pre-exisiting study and provide basic information to future activities.