• Journal of Korea Society of Industrial Information Systems
• /
• v.13 no.4
• /
• pp.155-172
• /
• 2008

This study empirically examined the structural relationships among components of interactivity, affective commitment, and components of brand equity in on-line brand community. Interactivity was conceptualized as 4 components such as mapping, personalization, responsiveness and connectedness. Components of brand equity include brand associations, brand awareness, and brand loyalty. Using a sample of 127 university students of on-line brand community members in Busan, we empirically examined the study model. The results of this study showed that components of interactivity except connectedness had a significant effect on affective commitment, which in turn, had a significant positive effect on brand associations, brand awareness and brand loyalty.

• The Journal of the Korea Contents Association
• /
• v.20 no.3
• /
• pp.600-612
• /
• 2020

The objective of this study is to analyze the relationships among support for farm village development work, farm village's brand equity and social and economic performance. The questionnaire was performed for 380 villagers in Jeollabuk-do Province. The surveyed data was analyzed by structural equation model analysis and Sobel test. Support for farm village development work such as living environment improvement project, income foundation creation project, rural tourism facilities project, and regional competency education project showed statistically significant positive effects on the farm village's brand equity. The farm village's brand equity also showed a statistically significant positive effect on the social and economic performance. The support for farm village development work such as living environment improvement project, village landscape improvement project, income foundation creation project, rural tourism facilities project, and regional competency education project showed no statistically significant effects on the social and economic performance. But, they showed statistically significant effects on the social and economic performance in indirect manner with the mediating effect of the farm village's brand equity. In this study, the effect factors on the farm village's brand equity and social and economic performance was verified in farm village development strategy, and then, it is meaningful to present the role and importance of support for farm village development work.

• Culinary science and hospitality research
• /
• v.16 no.5
• /
• pp.178-192
• /
• 2010

This research aimed to analyze the effects of brand equity has on satisfaction and brand loyalty of food service consumers in restaurants. For the empirical analysis, we used the self-administered method, using 250 copies of questionnaire in total. 235 copies(94%) was collected and we used the 223 copies(89%) for the analysis. For data processing, we used the statistical package program of SPSS WIN Version 12.0, conducting a frequency analysis, a reliability analysis and a factor analysis, and verifying hypotheses through a regression analysis. As the result of the research, for the hypothesis that "Brand equity(brand recognition, brand image, perceived quality, brand attitude) will have a significant effect on satisfaction," it showed that brand recognition, brand image and perceived quality have a significant effect on satisfaction, and for the hypothesis that "Satisfaction will have a significant effect on brand loyalty," it showed that satisfaction has a significant effect on brand loyalty. For the hypothesis that "Brand equity (brand recognition, brand image, perceived quality, brand attitude) will have a significant effect on brand loyalty," it showed that brand recognition, perceived quality and brand attitude have a significant effect on brand loyalty. To build a competitive brand of the food service industry on the basis of the results of this research, they will concentrate their energy on outlining strategies which can remind customers of their brands by managing their brands systematically and on strengthening their brand equity effectively.

• International Area Studies Review
• /
• v.22 no.1
• /
• pp.161-187
• /
• 2018

The purpose of this study is to examine the effect of Vietnamese consumers' perception of Korean Wave brand on consumer attitude toward Korean products and purchase intention. Based on the existing research, the authors tried to consider two sub-concepts of globalness and localness in perceived Korean Wave brands. In addition, as surveyed in Vietnam research institutes and previous researches, Korean cosmetics were selected as representative Korean products in view of the fact that Korean cosmetics best reflect Korea and Korean Wave. To test hypotheses, the on-line survey was conducted to the Vietnamese consumers and total of 212 questionnaires were returned as valid sample. Research findings suggest that the globalness and localness of Korean Wave brand that Vietnamese consumers perceive have a positive effect on attitude toward Korean products. In addition, the favorable attitude toward these products has a positive effect on the intention to purchase the Korean products.

• KOREAN POULTRY JOURNAL
• /
• v.43 no.12
• /
• pp.140-141
• /
• 2011

• KOREAN POULTRY JOURNAL
• /
• v.53 no.12
• /
• pp.126-129
• /
• 2021

계란산업이 포화되면서 소비자들의 눈을 사로잡는 계란 브랜드가 많아지고 있다. 특히 소비자들을 쉽게 이해시키고 쉽게 기억시키기 위한 스토리텔링을 이용해 계란이 단순한 단백질 공급원이 아니라 '깨끗하고 신선한 달걀을 먹는다'라는 이미지 자체를 소비하게 하는 것이다. 이에 본지는 이러한 브랜드 스토리텔링으로 제주지역 전체 계란 시장 점유율 1위, 제주지역 유정란 시장 점유율 1위를 달성한 제주웰빙영농조합의 이욱기 대표를 찾았다.

• The Journal of the Korea Contents Association
• /
• v.19 no.5
• /
• pp.128-137
• /
• 2019

This study typified and analyzed local governments' innovation policy through brand task and provided policy implications. A total of 844 local governments' brand task were used to classify the policy fields of the brand task by eight types of local governments. The main analysis results are summarized as follows. First, the ratio of social economy/local economy was the highest in all local government. Second, there is a difference in the policy fields that are focused by local governments. Third, the selection of innovation policy reflects the specificity of the region. Fourth, local government focusing on the type of brand task were differentiated. Therefore, these results confirm the theoretical relevance of the typology of local government suggested in the theoretical background. Policy implications are as follows: the necessity of innovation policy for revitalization of local economy, establishment of innovation policy in accordance with local characteristics, and propagation of excellent innovation policy.

• Korea Science and Art Forum
• /
• v.29
• /
• pp.189-201
• /
• 2017

The purpose of this study is to identify the factors that constitute the memorable tourism experiences and to grasp the influence relationship between the memorable tourism experience and the tourism destination brand equity and the loyalty of the tourism destination. The scope and method of the research are derived from the survey data collected through the questionnaire survey for foreign tourists who are visiting Korea, the reliability analysis and the feasibility analysis are conducted, and the relationship between the factors is analyzed through regression analysis. The results of this study are as follows. First, the results of the study are as follows. First, the results of the study are as follows. First, Interested exotic experiences, experience with local guides, and local residents' hospitality experience were found to have a significant effect on tourism destination brand assets. Based on this, And provided practical implications.

• International Area Studies Review
• /
• v.21 no.2
• /
• pp.97-120
• /
• 2017

This study attempted to examine how Chinese consumers' brand authenticity of Korean cosmetic brands are related to brand loyalty through brand aura. In other words, this study observed how Chinese consumers' brand authenticity, which includes product, employee and corporate authenticity related to Korean cosmetic brands, influence on the consumers' brand loyalty through brand aura. To this end, we surveyed Chinese consumers visiting Korean cosmetic brand shops in department stores, discount stores and large shopping malls in Beijing, Shanghai, Guangzhou in China. A total of 400 surveys were used in the empirical analysis. The results of empirical analysis confirmed that product, employee, and corporate authenticity of Chinese consumers have for Korean cosmetic brands positively influenced on brand aura. Furthermore, results showed that Chinese consumers' brand aura of Korean cosmetic brands had a positive effect on brand loyalty. The results of this study provide implications to help Korean cosmetic companies gain a competitive edge in the Chinese cosmetic market by understanding Chinese consumers' authenticity of their brands and building brand images and using differentiated marketing strategies that can induce brand aura.

• Culinary science and hospitality research
• /
• v.22 no.2
• /
• pp.189-205
• /
• 2016

The purpose of this study is to examine the effect of experiential elements on visitors' satisfactions, brand attitude, and revisit intention and to suggest the marketing strategy for differentiated festival experiences by validating the mediating effect of brand attitude and visitors' satisfaction among constructs. Collected data were analyzed by using SPSS 22.0 and AMOS 22.0. The results from the data analysis are as follows. First, among experiential elements, the effect of three elements (feel, think, and act) on visitors' satisfaction was significant. Second, feel showed significant effect on brand attitude. Third, think and act showed significant effect on revisit intention. Fourth, visitors' satisfaction showed significant effect on brand attitude. Fifth, visitors' satisfaction and brand attitude showed direct effect on revisit intention and also indicated the mediating effect between experiential elements and revisit intention.