• The Journal of the Korea Contents Association
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• v.20 no.3
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• pp.379-389
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• 2020

The purpose of this study is to identify the effects on brand loyalty based on consumer satisfaction and brand equity which brand recognition, brand image and perceived quality of Tsingtao Beer, the local representative brand of China. The study was surveyed Chinese consumers who had consumed Tsingtao beer in China for 14 days from October 21 to November 3, 2019. Regression analysis was performed to SPSS 25 responses. Three hypotheses have been established to verify the relationship of brand equity, consumer satisfaction and brand loyalty of Tsingtao beer. The analysis results showed that the brand equity of Tsingtao Beer were influenced by positive influence on consumer satisfaction. And brand equity has a positive influence on brand loyalty. Consumer satisfaction as the medium effect has a positive influence on brand loyalty.

• Journal of the Korea Fashion and Costume Design Association
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• v.14 no.4
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• pp.205-214
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• 2012

This study investigated whether there were statistical differences in the three categories of cosmetics brand preference- brand preference, gift brand preference, and preference for purchasing expensive cosmetics by the consumers' residence. For the data analysis, the types of cosmetics include basic and color, the cosmetics brands include domestic and imported cosmetics. The consumers' residence include metropolitan and non-metropolitan areas. The study collected the data from 477 surveys from adult women ranging from the age groups of 20s to 50s and above in 2011. Using SPSS Version 18.0 the data was analyzed by Frequency analysis, t-test. The study results were as follow: There were significant differences in the three patterns of cosmetics brand preference depending on the consumers' residence. The three patterns of preferences were in the similar trends. The results revealed while the non-metropolitan residents showed a higher level for the domestic brands, a lower level in the three categories of preferences for imported brands compared to their metropolitan counterparts in both types of basic and color. In contrast, compared to the non-metropolitan counterparts, the metropolitan residents showed a lower level of preferences in all of the three categories of cosmetics brand preference for domestic in both types of basic and color.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.12 no.5
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• pp.163-175
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• 2017

The purpose of this study is to find out how to improve the brand image and loyalty of cafe by recognizing that social culture of middle school cafe, which is an important service quality in cafe establishment, emerges as a main characteristic of new coffee business. First, reliability, confidentness, professionalism, accessibility, and socio - culturality of the service quality of coffee specialty shops improve brand image. Confidence and professionalism play an important role in enhancing brand loyalty, and brand image has a significant effect on brand loyalty. Respectively, Among the service quality, social culture has a strong influence on brand image but it is not a direct influence on brand loyalty. Second, in the relationship between brand loyalty of coffee service quality, brand image shows full mediation effect on reliability, partial mediation effect on confidence, professionalism, accessibility, socialcultural property, and mediation effect on response and empathy. Third, as a result of analyzing the moderating effects of coffee shop types on the relationship between service quality and brand image of coffee specialty shops, reliability, confidentiality, and accessibility are positive factors in the nationwide franchise. On the other hand, in the private $caf{\acute{e}}$, professionalism and socio-culturality are the main factors for improving the brand image. In the case of the local franchise, similar to the franchise in the country, the improvement of service quality for responsiveness and professionalism is a positive factor Respectively. As a result, nationwide franchise $caf{\acute{e}}s$ have priority in enhancing brand image and brand loyalty through accessibility and assurance of service quality. On the other hand, in case of local franchise $caf{\acute{e}}$, it can be seen that the service quality is enhanced and the brand image and brand loyalty can be further improved through service professionalism and accessibility. On the other hand, regional cafes are more important than national franchises or local franchise cafes, and a strategy to enhance customer loyalty is needed through service strategies emphasizing socio - cultural aspects.

• KOREAN POULTRY JOURNAL
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• v.37 no.6 s.428
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• pp.86-87
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• 2005

우리나라의 닭고기는 유통주체 회사의 주도에 의한 통합생산이 일반적이며 일부 농가에서 토종닭을 이용한 자체 브랜드(PB)가 개발되어 있으나 그 수는 적다고 할 수 있다. 정예 농업인 육성과 지역 단위 농축산물의 차별화 전략, 유통회사의 브랜드 개발로 많은 닭고기 브랜드가 있으나 사료에 의한 방법으로 한약재 활용, 지방산 이용이 주류를 차지하고 있다. 앞으로 농가 및 생산자 중심의 브랜드 닭고기 개발에 있어 맛 성분에 의한 차별화에 도움이 될 수 있는 내용을 소개하고자 한다.

• Culinary science and hospitality research
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• v.20 no.1
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• pp.205-219
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• 2014

The purpose of this study examines the mediating effect of Customer Satisfaction and Attitudinal Loyalty on Capital area and Non-capital area coffeeshops. In order to meet its purpose, We surveyed 290 customers who visited coffeeshops in Capital area and Non-Capital area. The research results may be summarized. First, Customer Saisfaction with a coffee shop played a mediating role between Band Image and Attitudinal Loyalty. Especially, It Fully-mediated between Brand Image and Attitudinal Loyalty in Non-Capital area. Second, Attitudinal Loyalty to a coffee shop played a mediating role between Customer Satisfaction and Behavioral Loyalty. In particular, It Fully-mediated between Customer Satisfaction and Behavioral Loyalty.

• The monthly packaging world
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• s.279
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• pp.104-110
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• 2016

본 연구는 한국상품문화학회 논문집에 게재된 내용으로 홍삼인삼 제품을 생산하는 지역단위 영세 중소기업의 브랜드 아이덴티티(brand identity)를 위하여 우리나라 고유의 문화 이미지를 대표하는 한글을 이용한 캘리그래피를 개발하는데 그 목적이 있다. 이를 통해 홍삼인삼 제품이 국가 브랜드를 주도할 수 있도록 하는데 기여하고 한글의 국제화는 물론, 기업들이 소비자에게 가까이 다가갈 수 있는 브랜드 디자인(brand design)을 개발하고, 개발된 브랜드 아이덴티티(brand identity)를 활용하여 소비자로부터 지속적인 관심과 선택을 받을 수 있도록 도움을 주는데 그 의의가 있다. 본 고에서는 홍삼인삼패키지 브랜드별 패키지디자인 사례를 중심으로 논문의 일부 내용을 살펴보도록 한다.

• The Journal of the Convergence on Culture Technology
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• v.4 no.3
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• pp.179-184
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• 2018

The purpose of this study was to investigate changes to visual expressions in apartment sales ads in newspapers since the 2000s. For this purpose, the study compared and examined advertisements in 2010~2018 for their content. Apartment sales ads in the newspapers of Busan were analyzed according to the types of visual expressions and advertisement models. The brands(national and local brands) were categorized according to the types of visual expressions(copywriting-centric, visual-centric, and mixed ones) and whether an advertisement model was used or not(used and not used). The findings show that visual-centric ads were most used in apartment sales ads by national brands in 2010~2011 and recorded a higher usage rate by local brands during the same period. In 2017~2018, mixed forms of visual expressions were used more in the ads. The percentage of visual-centric ads made a considerable decrease among local brands. As for the use of advertisement models, most of the brands used one in 2010~2011, but advertisement models almost disappeared in apartment sales ads in 2017~2018. These differences were more prominent among local brands. The findings indicate that there were differences in expressive strategies in apartment sales ads among brands. The findings are expected to provide useful practical implications for the visual expression strategies of apartment sales ads.

• Proceedings of the KAIS Fall Conference
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• 2012.05a
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• pp.108-111
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• 2012

본 연구는 지방의 공동브랜드가 난립하고 있는 실정에서 보령머드의 차별성을 살리고, 원래 가지고 있던 고유성을 부각시켜서 시각적으로 이미지를 정립한 과정을 살펴보고자 한다. 공동브랜드의 가치를 높일 수 있도록 제품 이미지에 부합하고 소비자의 요구에 대응할 수 있는 디자인 방안이 제시되어야 한다. 그러나 현 시점에서 많은 공동브랜드가 유사성과 몰개성적인 난립으로 지역생산자에게 만족스러운 결과를 주지 못하는 부분이 크다. 보령머드는 이러한 점을 인식하고 보령머드의 현재 가치를 유지하면서 미래가치를 높일 수 있는 아이덴티티인 머드반지 개발과 적용을 브랜드 관리 차원에서 순차적으로 진행하고 있다. 세계인을 향한 보령머드의 약속을 상징하는 머드반지는 이미지 전달자인 보령과 이미지 수용자인 소비자 사이에 이러한 시각요소를 전달하고 있다.

• The Journal of the Korea Contents Association
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• v.7 no.8
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• pp.174-181
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• 2007

As part of city marketing, many local governments are recently developing or have already developed a slogan for their own city brand. This study aims to provide basic source materials for an efficient and more systematic way in current development of the slogan for a city brand. Therefore, this study compared and analyzed the cases for developing the slogan for a city brand in Korea and in other nations, presenting some feasible solutions. As for the characteristics of the slogans for city brands in Korea, they were all campaign-type slogans with a single-component structure that includes the city's name. They mostly used values as their subject material. The basic requirements for producing a successful city-brand slogan include the emphasis on the quality of being unique and differentiated. A city-brand slogan must incorporate the kind of natural environment, the culture, the history, etc that are unique to the region in order to become a creative and unique slogan. Rather than being swayed by short-term trends, a city-brand slogan must have a long term vision and strategy as well as a clear and accurate setup. Also, a city-brand slogan will proliferate and create values as a brand when shared communications with all local residents continue to occur after developing the slogan.

• International Area Studies Review
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• v.15 no.1
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• pp.315-339
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• 2011

As the Korean economy grows, the brand value of Korean companies such as Samsung, LG and Hyundai Motor has been elevated greatly. Compared to the brand value of Korean companies, Korea's national image is very lowly ranked. In addition Korea's national brand is undervalued compared to economic volume. So, the purpose of this study is to find way to enhance the Korea's national brand in Japanese Market through brand credibility. The results as follows. First, this study find that brand credibility is consist of expertise and trustworthiness in Japanese market. Second Korea national image positive impact on brand credibility. Third, brand credibility positive impact on perceived quality and information cost saving. Finally, brand credibility negative impact on perceived risk. In conclusion, all hypothesis are significant. So these results are very useful to Korea government and Korean companies.