• Journal of Global Scholars of Marketing Science
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• v.5
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• pp.145-170
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• 2000

브랜드는 단순히 출처를 표시하고 품질을 보증하며 나아가 광고선전을 담당하는 기능을 하는 도구가 아니라 이를 바탕으로 기업에게 가치를 제공하는 매우 중요한 자산으로 부각되고 있다. 기업은 마케팅 활동을 통해 브랜드 이미지를 개발하고 소비자의 태도를 변화시키며, 자사의 브랜드자산을 증가시켜 브랜드의 시장성과를 높일 수 있을 뿐만 아니라 시장에 대한 진입 장벽 효과를 갖게 하고, 브랜드 탄력성을 높이는 등 전략적 가치를 보장받을 수 있다. 이러한 이유로 기업에 있어서 새로운 마케팅 전략의 수단으로 브랜드의 중요성이 높아지고 있으며, 또한 자사의 기업가치를 증대시키기 위해서는 강력한 브랜드자산을 창출하는데 전력을 다해야 할 것이다. 이러한 브랜드자산을 강화하기 위한 수단으로서의 브랜드인지도, 브랜드충성도, 지각된 품질, 브랜드 연상, 광고효과의 역할은 현재와 같은 글로벌 경쟁 시장상황에서 매우 의미가 있다고 본다. 특히 인터넷의 등장으로 더욱 가속화되고 있는 정보화시대에 있어서 광고의 역할이 많은 비중을 차지할 것으로 보인다. 본 연구에서는 브랜드인지도, 브랜드충성도, 지각된 품질, 브랜드연상, 광고효과가 브랜드자산 강화에 어느 정도의 영향을 미치는가를 연구하고자 한다. 그리고, 국내 중형승용차 시장에서 선두를 달리고 있는 현대의 소나타 브랜드에 대한 소비자들의 의식을 설문조사를 통하여 브랜드자산을 강화시키는 요인에 대한 영향을 실증 분석하였다. 본 연구의 결과를 토대로 한 브랜드자산에 대한 마케팅에 있어서 전략적 시사점은 다음과 같다. 첫째, 기업들은 자사의 브랜드인지도를 높여서 소비자의 마음속에 자사의 브랜드가 장기간 기억될 수 있도록 브랜드인지도에 대한 전략적인 관리가 요망된다. 둘째, 소비자들이 자사의 브랜드가 경쟁브랜드보다 더 강력한 연상이 형성되도록 집중적인 마케팅 노력을 기울여야 할 것으로 보인다. 셋째, 제품품질을 향상시켜 소비자들의 지각된 품질수준을 높이는 노력이 요구된다. 넷째, 주로 단기간 작용하는 광고의 긍정적 효과를 위해서는 지속적인 광고의 실행이 요망된다. 끝으로, 분석결과에서도 알 수 있듯이 브랜드충성도가 브랜드자산 강화에 결정적인 영향을 미치기 때문에 마케팅관리자는 마케팅조사를 통해 브랜드충성도의 변화를 추적하고, 자사 제품에 대한 반복구매 및 브랜드태도의 측정을 함께 실시하여 더 높은 브랜드충성도를 소비자들이 가질 수 있도록 전략적인 방안을 강구하여야 할 것이다. 본 연구에서 나타난 결과를 요약하면 브랜드충성도가 가장 많은 영향을 미치는 것으로 나타났으며, 브랜드연상, 지각된 품질, 광고효과, 브랜드인지도 순으로 모두다 영향을 미치는 것으로 나타났다. 따라서 기업에서는 브랜드자산을 강화하기 위해서는 5가지 요인들에 대해 체계적이고 보다 세밀한 관리방안을 수립하여야 할 것으로 판단된다.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.9 no.1
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• pp.153-164
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• 2014

This study is to investigate the effects of intangible assets such as research & development, education & training and advertisement on firm values of high-technology firms and low-technology firms listed in the KOSDAQ market, and to analyze the value-relativeness between the audit quality of companies and the expenditure of intangible assets. The substitute measurement of firm values is Tobin's Q model. The sample period for positive analysis is from 2003 to 2008, and the samples, excepting for financial business, are manufacturing companies of closing accounts corporate on December, based on companies of KOSDAQ that are listed in security. Finally, data from about 305 companies are used in this analysis. Followings are the results of the analysis. First, research & development, education & training of high-technology firms have an effect on firm values, and education & training of low-technology have an effect on firm values. Second, we find that audit quality(BIG4) increases the value relevance of R&D expenditures of high-technology firms and audit quality(BIG4) increases the value relevance of education & training expenditures of low-technology firms. This paper is meaningful in that it verified the value-relativeness of cost of intangible assets compared with high-technology firms to low-technology firms.

• The Journal of Society for e-Business Studies
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• v.22 no.4
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• pp.117-128
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• 2017

The increased national utilization of Bitcoin results in multiple complications. Therefore, there are continuous debates on the subject, the main point being how to characterize Bitcoin's asset nature. The following study bases, focusing on the function value, justifies Bitcoin's asset characterization. Using regression analysis to construct relations between gold and indexes such as CPI, DXY, and S&P500 as well as the relation between Bitcoin and the previously mentioned indexes, the question of whether gold and Bitcoin reacted in a similar fashion to the same indicators was examined. The results conclude that Bitcoin has similarities with gold, showing that it is risk averse and an investable commodity in lieu to profitability when it comes to inflation and currency value. When considered with price volatility, the main force behind the function of investment asset, categorizing Bitcoin as a high-risk financial investment asset rather than as a currency within the system would be more effective for management.

• Journal of Korea Technology Innovation Society
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• v.12 no.2
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• pp.291-311
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• 2009

Intellectual Property(IP) investment and its management are an key driver to create corporate value and intangible asset value through corporate's competitiveness. The purposes of this study are to survey capability of IP management and assess the effects of IP investment and its management on the separation into groups of intangible asset value. In order to attain those purposes of this study, sample companies were taken and categorized into three groups by the level of intangible asset value ratio, and data for IP investment such as R&D expenditure and advertising expenditure were collected from 90 manufacturing companies, and data for IP management capability about patent, design and brand were taken through survey. The final results showed as followed: First, IP management capability were generally not sufficient in the results of survey. Second, mean vector for the four variables were significantly different among three groups in multivariate analysis variance. Third, the order of their contribution to separating the groups were R&D expenditure, advertising expenditure, patent management, management of design and brand in canonical variate analysis. Fourth, R&D and patent management capability were significantly related to the separation of three groups, while advertising expenditure were not significant and management of design and brand were not sure of Significance in multinomial logit discriminant analysis. Fifth, exploratory power of the discriminant model were estimated by 53% in classification analysis. Finally, strategic policy for IP investment and its management should be taken urgently to create intangible asset value and to improve the capability of its management.

• Journal of the Economic Geographical Society of Korea
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• v.16 no.1
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• pp.99-117
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• 2013

This study aims to suggest the values and utilization measures of the stone walls in Jeju Island as place assets. The discussion on this subject may serve as a breakthrough to resolve the current situation where the stone walls in Jeju Island have been focused on for their potential value not for their practical value as place assets. Moreover, specific measures to utilize Jeju stone walls may become a vehicle to seek the sustainable development of the region. This study discussed the types, functions and values of the stone walls in Jeju Island as place assets and suggested practical measures to use the structures based on their regional distribution. The in-depth discussions largely concluded that there might be five values and seven utilization measures with regard to the Jeju stone walls. The results of the study are expected to be utilized as a new indicator for the regional development of Jeju Island.

• Journal of Digital Convergence
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• v.10 no.7
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• pp.11-22
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• 2012

Intangible assets are the important tool which decides upon economic wealth and development of knowledge-information economy. We have to make effective use of intangible assets in order to assure surplus earnings, competitive superiority. The importance of intangible assets, especially patent right, may be properly understood only when their values are assessed adequately. It is very significant to appraise rationally patent right value from finance support, technology transaction, investment decision, M&A, legal proceedings, strategy and etc. Thus the purpose of this study is to evaluate the economic value of a patent right using DCF(Discounted-Cash Flow Method). This paper presents the basic model, related principles and standards of valuation, and then, case analysis of patent right valuation using DCF.

• Korean Journal of Construction Engineering and Management
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• v.3 no.3 s.11
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• pp.94-102
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• 2002

It expresses well result measurement system's the importance that 'It can not manage that can not measure.' In this way, there is no expressivity that express difficulty. While Corporation's tangible asset is possible measuring by specific amount of money of financial statement or loss and gain statement etc, Method of corporation's intangible asset measurement is much had been introduced, but some one is not presenting objective frame. This research did size of construction corporation's intangible Asset(Intellectual Asset) through knowledge asset storing accumulation model(XYZ model) that present in LG economy research institute so that do quantification objectively. Through this, can presume construction corporation's intrinsic value level.

• Venture DIGEST
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• s.19
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• pp.9-9
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• 2003

기업가치 평가에 있어 전통적인 접근 방법은 크게 세가지 접근방법으로 대별되는데 자산가치접근방법(Asset-Based Approach), 수익가치접근방법(Income-Based Approach), 시장가치접근방법(Market Comparable Transactions Approach)으로 구분된다.

• 프린팅코리아
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• s.23
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• pp.82-85
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• 2004

현존하는 세계 최고의 금속활자본인 직지심체요절의 문화적 자산가치는 8694억원이라는 조사결과가 나왔다. 충북개발연구원(원장 이태열)은 최근 '직지의 가치추정 및 활용방안'이라는 연구보고서를 통해 "비시장 재화에 대한 화폐가치를 평가하는 조건부 가치측정(CVM) 방식으로 직지의 가치를 조사한 결과 이같이 추정됐다"고 밝혔다. 조건부 가치측정이란 환경과 문화, 관광자원 등 거래가 되지 않는 재화에 대한 가치를 평가하는 방법 중 하나로, 이번 조사에 제시된 조건은 '직지의 보전 및 세계화에 부담금을 낸다면 얼마를 낼 용의가 있는가'였다. 전국 340여명의 표본조사 응답자들은 이 질문에 44.4%(151명)가 '부담 의사있다'고 답변했고, 부담금은 5년간 매년 1만840원이 적정할 것이라고 말했다. 연구원 측은 이를 근거로 전국 가구 수에 적용할 경우 직지의 문화적 총자산가치는 8694억원에 달할 것으로 추정했다. 다음은 이번 보고서의 주요 내용을 요약한 것이다.

• The KIPS Transactions:PartC
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• v.13C no.7 s.110
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• pp.851-858
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• 2006

The risk analysis's aim is analyze the risk for the asset of organization with asset assessment, vulnerability assessment, threat assessment. existing TTA risk analysis methodology model propose to overall flow, but can not propose to detail behavior or each level. That is, step of risk analysis is insufficient in classification of threat and detail proposal of considered the risk with classified threat. So this paper propose that analysis and evaluate the vulnerability and threat assessment with determinated quantity. this paper consider current national information system and threat of environment and technology. So can estimate the risk with determinated quantity. Finally, analyze the asset risk of organization.