• Title/Summary/Keyword: 제품동일시

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A Study of Service Quality and Identity on Professional Sports for Promoting Licensing Product Intentions (라이센스 제품의 구매 촉진을 위한 프로 스포츠 서비스 품질과 동일시에 관한 연구)

  • Park, Bae Jin;Park, Sun Young
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.11 no.3
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    • pp.189-197
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    • 2016
  • This study is aimed at providing basic data necessary for promoting consumption of professional sports licensing in the industry through service quality. Specifically, the current study examines the effects of service quality and licensing product intentions on professional sports and evaluates the moderating identity. For this study, we distributed a total of 480 questionnaires to those sampled through non-probability sampling from people living in small and medium cities including Seoul. Collected data were coded and entered into the computer, and statistically processed using SPSS Statistics 18 The results were as follow: First, service quality of professional sports significantly effect on licensing product intentions, but identity could not effect on licensing product intentions. Second, Identity as a moderating variable has significantly positive effect on the relationship between star player of service quality and Licensing Product Intentions. In conclusion, the companies that participate as title sponsors in professional sports were proven to promotion their licensing product intentions, as identified with sports fans through service quality of professional sports such as record, attractiveness, star player and locally affiliated.

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The Effect of Korean Company Image on the Chinese Consumers' Evaluation of Korean products and Behavioral Responses -In terms of Beijing region and Samsung/Nongshim product- (한국기업 이미지가 중국 소비자들의 한국제품 평가 및 행위적 반응에 미치는 영향 -북경지역과 삼성/농심제품을 중심으로-)

  • Yoon, Seong-Hwan
    • International Area Studies Review
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    • v.13 no.1
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    • pp.189-217
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    • 2009
  • This study is to learn if and how company-consumer identification in regard of Chinese consumers influences the consumers' behavioral responses with their evaluation on Korean products. To be learned also is differential influences on company-consumer identification generated by two different factors of corporate image, which are corporate ability and corporate social responsibility, through Structural Equation Modeling. The results obtained by actual analysis are as follows. First, both corporate ability and corporate social responsibility turn out to be positively influential on company-consumer identification. Second, the company-consumer identification as to the Korean companies displayed by Chinese consumers induces positive influences on Korean products, which in turn induces positive influences on Chinese consumers' behavioral responses. These results suggest that in the future the Korean companies already settled in China not only need to enhance corporate ability but also have to give efforts on corporate social responsibility in order to improve their continuous and long-term relationship with Chinese consumers.

The Effect of Corporate Social Responsibility Activities and Corporate Advertising of Korean Companies in China on the Chinese Consumers' Korean Products Evaluation (재중 한국기업의 사회적 책임활동과 기업광고가 중국 소비자들의 한국제품 평가에 미치는 영향)

  • Yoon, Seong-hwan
    • International Commerce and Information Review
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    • v.19 no.4
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    • pp.147-174
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    • 2017
  • Korean companies currently operating in China have made active efforts to undertake corporate social responsibility activities and corporate advertising to improve their image, as well as marketing activities directly related to their products. In this context, this study aims to analyze how corporate social responsibility activities and corporate advertising influence a company's image from the perspective of Chinese consumers. This study also analyzes corporate image, consumer-company identification, and the structural relationship between the consumers' behavioral responses and their evaluation of Korean products. Based on theoretical discussions and previous studies, the study tests five research hypotheses for the development of a theoretical research model. In order to empirically test the research model, data were collected by enlisting and observing MBA students from major universities in China. The results obtained by actual analysis are as follows. First, corporate social responsibility activities and corporate advertising were found to be positively influential on corporate image. Second, corporate image is positively influential on consumer-company identification. The consumer-company identification of Chinese consumers' evaluation of Korean products, and positive evaluation of Korean products in turn induce positive influences on Chinese consumers' behavioral responses. These results suggest that the Korean companies already established in China not only need to enhance a positive corporate image but also have to make efforts to undertake corporate social responsibility activities and corporate advertising activities in order to improve their continuous and long-term relationship with Chinese consumers.

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Research on Brand Identification in the Airline Industry (항공 산업에서의 브랜드 동일시 연구)

  • Ko, Seon-Hee
    • Journal of the Korea Convergence Society
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    • v.11 no.3
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    • pp.219-226
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    • 2020
  • This study set the research model to analyze the effect of customer value on brand identification and loyalty using customers of K Airline. Based on previous researches, this study extracted variables, and built a structural equation model to examine the relationship among variables. The findings of empirical research are as follows. First, it was found that functional value and emotional value of customer value have significant effect on brand identification. Thus, hypothesis 1 was accepted. Second, customers seek emotional aspect in choosing a product or a service. That is, by using an airline brand which they think is identical with their image, value, or lifestyle, they pursue brand identification with the airline. Third, given that functional value and emotional value of customer value do not affect brand loyalty, we can know that customer value strengthens brand loyalty through brand identification. To boost brand loyalty, K Airline needs to pay attention to raise brand identification of customers with consideration of other mediating variables.

The Influence of Korea's National Image on Intention to Use Korean Wave Contents and Mediating Effect of the Korean Wave Fandom Identification :Focusing on Asian Consumers (한국 국가 이미지가 한류 콘텐츠 이용의도에 미치는 영향관계 및 한류 팬덤 동일시의 매개 효과 : 아시아권 소비자를 중심으로)

  • Han, Ga-Young;Jo, Seong-Chan
    • The Journal of the Korea Contents Association
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    • v.19 no.5
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    • pp.296-305
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    • 2019
  • With the growth of the Korean Wave and the importance of the fandom economy, it is necessary to consider the competitiveness of the Korean Wave with its fandom viewpoint. Particularly, the fandom phenomenon shows the characteristics of identifying the favorite star and actively acquiring and sharing related information in the fan community. Therefore, in this study, we examined the influence of Korean national image on consumers' intention to use Korean contents, and examined the mediating effects of fandom identification among Chinese, Japanese and Vietnamese consumers. As a result of the empirical analysis, cultural image, corporate image, and product image were found to have statistically significant influence on the intention to use Korean Wave contents. In addition, star identification and pan community identification showed partial mediation in the effect of cultural images on the intention to use Korean contents. The results of this study suggest that the Korean Wave is a leading factor for the continuous development of Korean Wave, not the halo effect point for improving the national image, and the mediating effect of the fandom phenomenon is tested empirically.

An Exploratory Study on Consumers' Design Sensitivity of Luxury Brand Products and non-Luxury Brand Products and Its Effect on Purchase Intention (명품과 비명품 브랜드에 대한 소비자의 디자인 민감도 차이에 대한 탐색적 연구)

  • Bang, Joung-Hae;Kim, Min-Sun
    • Journal of the Korea Academia-Industrial cooperation Society
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    • v.13 no.4
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    • pp.1574-1584
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    • 2012
  • This study attempts to explore the design sensitivity of both luxury and non-luxury brand products, and its effect on purchase intention. As a result, there was no difference in design sensitivity between luxury and non-luxury brand product, but the effect of design sensitivity on purchase intention was found different between luxury and non-luxury brand. It shows that for luxury brand, the people with high design pursuit of the brand have high purchase intention while for non-luxury brand, the people with high design value of the brand have high purchase intention. It indicates that for luxury brands, consumers already recognize the value of its design, which does not affect the purchase intention. For non-luxury brands, it would be important to let consumers recognize their design value.

The Effects of Perceived Consumption Value on Brand Identification, Emotional Commitment and Behavioral Commitment (지각된 소비가치가 브랜드 동일시, 감정몰입 및 행동몰입에 미치는 영향)

  • Yoon, Sung-Wook;Seo, Mi-Ok;Yoon, Dong-Il
    • Journal of the Korea Academia-Industrial cooperation Society
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    • v.16 no.9
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    • pp.5989-5997
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    • 2015
  • The purpose of this study is to identify consumers' perceived consumption values and to examine the causal relationship between perceived consumption values, brand identification, emotional Absorption and behavioral commitment. Undergraduate students(N=210) were participated in the survey and the structural equation modeling was utilized for data analysis. The results of this study show that; first, psychological value and personality value have positive effects on brand identification but there was no significant relationship between functional value and brand identification; second, brand identification have positive effects on emotional commitment and behavioral commitment; third, the relationship between emotional commitment and behavioral commitment was not significant; fourth, the effect of psychological value on brand identification was higher than the effect of personality value on brand identification. Based on these results, several recommendations for company are discussed and future research directions are outlined.

A Study on Product Identity of Nokia design (노키아의 프로덕트 아이덴티티에 관한 연구)

  • Lee, Sang-Hwa
    • Archives of design research
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    • v.19 no.5 s.67
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    • pp.65-74
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    • 2006
  • As the world approaches to a keen competition for design, corporations began to be interested in CI (Corporate Identity), PI (Product Identity) as a way of enhancing the valve of corporation that has competitive power. PI (Product Identity) leads communication to an affirmative direction that is formed when the consumer uses products and feels the image of corporation. It is said to be important that it is part of synthetic and systematic strategy of corporation to gain an advantage over competitor in the market place with an unified corporate image. Even though mobile phones are sensitively changed according to a trend and public fancy, PI (Product Identity) of mobile phones is also important. The study purports to ascertain the propensity of Nokia's PI (Product Identity) and to analyze their unique PI.

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The Effect of Korean CSR in China on Chinese Consumers Purchase Intentions for Korean Products (한국기업의 사회적 책임이 중국 소비자들의 한국제품에 대한 구매 의도에 미치는 영향에 관한 연구)

  • Jung, Sung-Hoon;Kim, Mie-Jung;Zhou, Ruyi
    • International Commerce and Information Review
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    • v.15 no.3
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    • pp.155-173
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    • 2013
  • Since the 1990s, Corporate Social Responsibility (CSR) issues have been attracting more and more attention from companies and researchers alike. The purchasing behavior of consumers is directly related to not only a company's financial performance, but also the future development of the company. Much of the previous research regarding CSR has mainly focused on the perspectives of enterprises. This paper aims to study the impact of CSR on purchase intention in three aspects - consumer, company and country. We decided to use Samsung to describe the impact of CSR on consumer purchase intentions in China. The results of this study revealed that CSR has a positive impact on the consumer-company identification, corporate reputation and country of origin image. Consumer-company identification turned out to be amore important moderator between CSR and consumers' purchase intentions than country of origin image and corporate reputation.

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Effects of social identification on consumers' attitude and purchase intention for university logo products - Focusing on moderating effects of university prestige and online shopping frequency - (사회적 동일시에 따른 대학 로고제품태도 및 구매의도 - 대학위상과 온라인 쇼핑 빈도의 조절효과를 중심으로 -)

  • Kim, Songmee;Jeong, Jin;Lee, Yuri
    • The Research Journal of the Costume Culture
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    • v.28 no.6
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    • pp.755-770
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    • 2020
  • As the postsecondary school-age population continues to decline, universities are building identities to differentiate themselves and create a favorable impression among this cohort. We investigated the role of logo-bearing products as a way of promoting university identity, specifically, the effects of ingroup ties, ingroup affect, and centrality on attitude toward university logo products and purchase intention. This study further examined the moderating effects of perceived university prestige on the relationship between logo product attitude and in-store purchase intention, and the moderating effect of online shopping frequency on the relationship between logo product attitude and online purchase intention. We conducted a survey of undergraduate and graduate students at a university in Seoul. Survey responses (N=561) were collected and processed using SPSS 23.0. Multiple regression analysis showed that ingroup ties and affect had significant effects on product attitude. However, centrality had no significant effect on attitude toward the product. Product attitude had a direct significant effect on both in-store and online purchase intention. Perceived university prestige moderated the relationship between product attitude and in-store purchase intention. Moreover, online shopping frequency moderated the relationship between product attitude and online purchase intention. The results of this study are expected to provide fundamental knowledge for developing product strategy of logo products.