• The Journal of the Korea Contents Association
• /
• v.14 no.5
• /
• pp.55-62
• /
• 2014

This study investigated the brand personality of competitive brands in the same product category by conducting the evaluation of advertising message. The common personalities and different personalities of some brands were compared. The outdoor product was chosen for a product category. 4 different brands recently launched were selected for the study. For the analysis, every 3 TV commercials of each brand were examined by experiment respondents. As a result, all brands had two common brand personalities-passion and competence. Other representative brand personalities were ruggedness, sophistication, and sincerity.

• Culinary science and hospitality research
• /
• v.23 no.2
• /
• pp.86-94
• /
• 2017

This study was conducted to derive a positioning map using multidimensional scaling method to understand how the brand image of national foods including Korean food, Chinese food, Japanese food, Thai food, and Vietnamese food is perceived by domestic and foreign tourists. In order to achieve the research purpose, this study collected 250 data through online and offline surveys for potential food tourists who are interested in visiting overseas. Except the unfaithful responses or missing values, 202 data were analyzed. As a result, first, 8 factors which are considered to be important by food tourists were extracted. Second, the result of similarity analysis using ALSCAL and PROXSCAL did not show that the foods of the five countries were very similar, but all countries seemed to be more likely to compete with each other. Third, attribute selection also indicates that mean value of food taste (3.88), national image (3.82), and sufficient food quantity (3.65) had high level of importance, respectively. These results may provide practical implications for development of branding strategy in food tourism.

• The KIPS Transactions:PartD
• /
• v.19D no.3
• /
• pp.237-246
• /
• 2012

Although the development of Global Positioning System (GPS) are more and more mature, its accuracy is just acceptable for outdoor positioning, not positioning for the indoor of building and the underpass. For the positioning application area for the indoor of building and the underpass, GPS even cannot achieve that accuracy because of the construction materials while the requirement for accurate positioning in the indoor of building and the underpass, because a space, a person is necessary, may be very small space with several square meters in the indoor of building and the underpass. The Received Signal Strength (RSS) based localization is becoming a good choice especially for the indoor of building and the underpass scenarios where the WiFi signals of IEEE 802.11, Wireless LAN, are available in almost every indoor of building and the underpass. The fundamental requirement of such localization system is to estimate location from Access Point (AP) to mobile device using RSS at a specific location. The Multi-path fading effects in this process make RSS to fluctuate unpredictably, causing uncertainty in localization. To deal with this problem, the combination for the method of Neural Networks and Push-Pull Estimation is applied so that the carried along the devices can learn and make the decision of position using mobile device where it is in the indoor of building and the underpass.

• Journal of Korean Society of Forest Science
• /
• v.88 no.2
• /
• pp.133-141
• /
• 1999

The purposes of this study were to evaluate the present management policy of recreation forest under competitive environment with similar types of recreation areas like national parks and to suggest the effective management strategies, using a multidimensional scaling technique. Data were collected from 1200 residents of Seoul, Pusan, Taegu, Kwangju, and Taejon sampled by two stage cluster sampling method. There were some different perceptions between Seoul residents and the others, but most of the respondents perceived recreation forests as uncrowded natural areas with reasonable use fees. The results suggested the need for developing effective marketing strategies to have distinguishing images from national parks that have competitive.

• Archives of design research
• /
• v.16 no.1
• /
• pp.169-180
• /
• 2003

Multinational brands have rapidly penetrated into the domestic dining business and their brands are increasingly recognized by Koreans. Considering fast-food as a kind of brand product, we attempt to investigate recognition of brands and association by images with the focus on visual identity. The economic value has been reevaluated with more attention on brand images and brand identity. The purpose of the current paper is to find out the meaning of brand association in the fast-food industry. Fast-food business has been rapidly increasing thanks to quick sonics, convenience, relatively low price, equalized quality of food and service. Most fast-food restaurants are run under franchised system. This helps enhance the recognition of brands among customers. We intend to see whether there is significant relationship between customers' preference of brands and brand images. We also aim to seek for their problems of identity in the merchandising process for brand colors. We hope to help develop Korean franchise industry by asking how association by visual Images such as colors and figures of such brands takes place.

• Electronics and Telecommunications Trends
• /
• v.19 no.2 s.86
• /
• pp.18-27
• /
• 2004

디지털 기술에 기반하여 출현한 DMB 방송서비스는 이동 TV 수신이라는 강력한 경쟁력을 보유하였으며, 아울러 CD 수준의 음질과 문자방송 수신이 가능한 방송 서비스이다. 국내에서는 DMB 서비스 제공을 위하여 방송법 개정이 논의되고 있으며, 2004년에 수도권을 대상으로 TV의 12번 채널(6MHz 대역)에 3개의 지상파 사업자 허가를 준비중에 있다. 또한 위성 DMB 부문에서는 사업자 차원에서 서비스가 준비되고 있다. 지상파 DMB 방송은 무료로 제공되며, 주로 광고 수익 등으로 운영되는 반면 제공되는 채널 수가 한정되어 있다. 그러나 위성 DMB 방송은 지상파에 비해 채널이 다양한 반면 월 일정액의 이용요금을 추가로 징수할 예정이다. DMB 서비스는 방송. 통신 융합시대를 이끌어 갈 주역으로, 방송 .통신 업계의 새로운 성장동력으로 평가받고 있다. 그러므로 DMB 서비스의 성공은 전후방 산업의 활성화를 통해 국민경제 파급효과가 클 것으로 기대된다. 본 논문에서는 DMB 서비스에 대하여 시장에서 요구하는 잠재적인 수요요인을 파악하기 위하여 잠재 소비자 1,000명에 대하여 설문조사를 수행하였다. 이를 통하여 경쟁 서비스에 대하여 DMB 서비스 포지셔닝(positioning)을 시도하였으며, DMB에 대한 홍보활동의 필요성, 콘텐츠에 대한 수용도, 사업자의 초기 시장진입 전략 등을 제안하였다.

• Korean Journal of Organic Agriculture
• /
• v.12 no.2
• /
• pp.153-169
• /
• 2004

This study attempted to identify relative evaluation to its attributes and improvement of consumer's demand in the Environment-Friendly Agricultural Products(EFAP). To identify the consumption patterns of EFAP, a series of household surveys were conducted for housewives residing in Seoul and its metropolitan area(Bundang and Ilsan). the sample size of the survey is 366 respectively. This study operated relative evaluation of EFAP by Multi-Demential Scales(MDS) about 10 attributes that this study set up. As the result, the consumers recognized that EFAP is "protection of ecosystem", "food safety", "good for growth of children", "high quality", and in case of conventional farming products is "inexpensive price", and "diversity of purchasing items". This trend has significant implications to the structure of EFAP output and how positioning strategies, and approaches should be properly formulated and implemented.

• Journal of Korea Game Society
• /
• v.5 no.3
• /
• pp.31-38
• /
• 2005

Consumer perception evaluation depending on the game genre affects many parts of the corporate management including market share, gaining new consumer, maintaining consumer and competition. If consumer perceives a company and a product as bad image, gaining new consumer would be no more available, and enormous amount of time would have to be spent to recover from that bad image. However game companies tend to simply keep spontaneous marketing strategy with the enforcing marketing. Its results will be the short-term success sacrificing the long-term marketing opportunity In order to increase sales and market share, the consumer perception evaluation as well as evaluating the game product and the corporate image is necessary. This article gives emphasis on the general game analysis and formulating strategy in the general game genre rather than a certain corporation and a product. Analyzing a particular product, company, platform and nation is necessary and will be followed subsequently.

• Korean Management Science Review
• /
• v.28 no.1
• /
• pp.61-74
• /
• 2011

Not only the preference data but also the similarity data can be used for developing effective marketing strategies. Hahn et al.[10] proposes a methodology of representing a brand(focal brand)'s competitors in a single map called the Preference-Similarity Map, according to their relative preference to and similarity with the focal brand. They also proposes a way to derive the relative preference and similarity values from the survey collecting the choice data from differing choice sets. This study identifies the limitations of the preference and similarity measures proposed by Hahn et al.[10] and shows how these measures can be revised. This study also proposes how to implement the revised measures and analyze brands' positioning strategies. Based on the results of the previous studies on the effect of inter brand similarity on brand evaluations, this study assumes that it is important to analyze how much a specific brand is preferred to its close competitors when evaluating the effectiveness of the brand's positioning in the market. This study applies the proposed measures to the data used in Hahn et al.[10] and also show how the proposed measures are related to the parameters of the choice model proposed by Batsell and Polking[1].

• Management & Information Systems Review
• /
• v.15
• /
• pp.51-69
• /
• 2004

Local universities are faced with rapid environmental changes in 2000's. Therefore local universities are required to research for more specialized marketing strategy such as positioning strategy. The objectives of this study are to examine what are the most important university images and image position of 7 universities'. In order to this study, 276 questionnaires collected from university in Busan area are analyzed by t-test, anova. The results of this study are summarized as follows (1) the most important university images are ranked in the order 1) prospect of getting employment(4.78), 2) possibility of development (4.35), 3) confidence(4.31), 4) research ability(3.97). It is true that practical images get high grade, traditional image such as research ability remains yet as a very import image. (2) Except (A, F) & (B, E) university, common position is not found among the 7 universities, therefore each university cultivate important image as G university dose. (3) Private university are underestimated by student of national university. There is a necessity for cultivating and promoting private university images. (4) Students of private university, particularly students of F university, overestimated their university images seriously.