• Journal of the Korean Society of Clothing and Textiles
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• v.28 no.2
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• pp.243-251
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• 2004

This study was interested in examining the image of a co-brand with the case of＇CHIMERIC＇, the co-brand of Daegu city in Korea. The purpose of the study was to investigate the difference in brand image by brand knowledge and the effects of brand image on brand preference, brand purchase, and brand satisfaction. A total of 354 questionnaires collected from the region(Daegu)＇s residents, who were aware of CHIMERIC, were analyzed. Factor analysis extracted 6 factors of brand image including symbolic image, product, ad, price, distribution, and publicity. The results revealed that there were differences in product and publicity images by brand knowledge. Symbolic and publicity images and brand knowledge affected brand preference, which in turn had the strongest effect on brand purchase. Brand knowledge also affected brand purchase while no direct effect of brand image was observed. Brand satisfaction was affected by brand preference, publicity, and ad image.

• Journal of Digital Convergence
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• v.20 no.5
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• pp.401-410
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• 2022

This study deals with the relationship among trust, attachment and brand loyalty of agricultural products' rice co-brands, which are the staple food of the people. The research method established the hypothesis of the study under the foundation of prior research and developed the survey. The subjects of the study were distributed, retrieved, and analyzed the survey of 163 rice farmers in Buyeo-gun, Chungcheongnam-do. The empirical analysis results show that: First, hypothesis 1 of the brand awareness and image that "rice brand assets will be a positive relationship to trust" were statistically adopted. In particular, statistical t values showed a difference in consumer confidence over recognition>images. Second, hypothesis 2 of the trust of agricultural rice brands will be a positive influence on attachment and loyalty' statistically supported. In this regard, brand trust was higher in loyalty than attachment. Third, the attachment of agricultural products to rice brands will be a positive influence on loyalty,' was statistically supported. The strategic implications of this study are as follows. First, consumers should be given clues of trust(ex, GAP of Natioanl Approval Licesing, Fam Tour) as they distrust the perceived quality of the rice in the market. Second, the effect of the origin of rice is questionable, so the spread of the production power system should prevent the mixing of rice varieties, that is the spread of the production history systems.

• 지역과문화
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• v.7 no.1
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• pp.153-182
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• 2020

Andong is the place where the most ginger is produced in Korea. The article is based on a study on the development of storytelling of a co-brand of local agricultural products, focusing on the case of 'The Geudae Ginger,' a co-brand of ginger in Andong. This study aims to develop a brand storytelling of Andong Ginger's co-branded 'Geudae Ginger' to build an image as a local specialty and help revitalize the Andong ginger's industry. The process of developing storytelling to activate 'Geudae Ginger' brand is as follows. In the first step, I collected storytelling materials through data research. Ginger, which has long been used as a medicine for mankind, has more historical and cultural stories than anything else. In the second step, story resources were extracted based on data research. By analyzing the story properties of Andong ginger, we made its list. As a result, the image of the nobility, rigidity and chastity of ginger, which is used to benefit all over, could be associated with the image of Andong, the capital of Korean spiritual culture. Storytelling was developed in the third step. The main theme was 'Andong ginger with anther level ' and the main story was 'The Story of Andong's Ginger Teacher'. The scenario developed is as follows: 1. Introducing Andong's Ginger Teacher, 2. The birth of Dosan Thirteen Tea, 3. 'Geudae Ginger' that bridges love. In the last fourth step, I proposed ways to utilize storytelling. I presented the spread methods of consumer-participated storytelling using images of 'Geudae Ginger' and a new-tro event with teachers highlighting the image of 'Ginger Teacher' and others as a local business program for storytelling expansion.

• 프린팅코리아
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• s.22
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• pp.112-116
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• 2004

한국인쇄학회(회장 김성빈)는 최근 인쇄학회지 제21권을 발행했다. 이 학회지에는 '오프셋 인쇄용지의 펄프 혼합비율에 따른 잉크전이율 변화' 등 20편의 논문이 게재돼 있다. 이에 본지에서는 이광숙(중부대), 윤혜영(중부대) 씨가 공동 연구한 '브랜드 이미지 형성을 위한 색상 선택에 관한 연구' 를 요약 소개한다.

• Journal of Digital Convergence
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• v.20 no.1
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• pp.249-255
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• 2022

The purpose of this study is to establish and propose a post-diagnosis checklist for the revitalization of domestic regional co-brands that have not been activated despite many strengths. First, I looked into the brand revitalization methodology through prior researches and among them, referring to the cause-remedies model, the cause of the deactivation of the co-brand and the currently used revitalization method were examined through case studies and expert interviews. Regarding the currently used method, the reason for using the method was inferred, and the factors corresponding to the cause and effect were found and categorized in the inferred sentence, and the corresponding detailed items were set and the checklist items were presented. Although this study has a limitation in that there is no practical checklist verification, it is expected that a specific activation plan will be presented through verification of future studies.

• International Area Studies Review
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• v.20 no.4
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• pp.121-145
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• 2016

The purpose of this study is to identify the strategy of alliance portfolio and to compare the firm's characteristics and internal capabilities of each strategy for the successful utilization of alliance. We conducted a cluster analysis and ANOVA on 477 samples, which have alliance experience among the manufacturers responding to the Business Survey by Statistical Office in both 2012 and 2013. As a result of the analysis, it was found that firms have alliance portfolio based on strategy such as exploration, exploitation, and ambidextrity. There are statistically significant differences in the number of patents, technology capability, marketing capability, and global capability among the alliance portfolio strategy type.

• The Journal of the Korea Contents Association
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• v.20 no.12
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• pp.206-220
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• 2020

In the glocal era, the competitiveness of local authorities leads to national competitiveness. Even though they have competitively adopted slogans to stay competitive, the process has not been systematic. The goal of this study is to provide basic data needed to develop and utilize urban brand slogans effectively. In terms of a research scope, 48 slogans currently in use by 24 local authorities of Gyeongsangbuk-do as of April 2020 were chosen. Concerning the lingual representation of such slogans, diverse languages such as Korean, English and Sino-Korean have been used. In terms of meaning of meaning and material type, there was a lack of coherence among the slogans. In addition, they were poor in representing identity, and abstract image upgrade types were commonly found. It is anticipated that the study results would make a contribution to the development of urban brand slogans and value generation.

• The Journal of the Korea Contents Association
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• v.22 no.1
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• pp.197-213
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• 2022

In this study, text mining analysis was performed on online big data for recognition and assessment of urban brand I Seoul U. To this end, TEXTOM, a processing program for data acquisition and analysis was used, and the 'I SEOUL U' keyword was selected as an analysis keyword. Keyword analysis shows the keywords associated with I Seoul U to be as follows: First, as a business and marketing term, keywords include pop-up store, gallery, co-branding, (festival, etc.), commodities, private companies and online. Second, as an event-related term, keywords include Han River, tree-planting day, tree planting, Hongdae, Christmas, Mapo, Jung-gu, Sejong University, and festival. Third, as a promotional term, keywords include robotics engineer Dr. Dennis Hong, Government, Art and Korea. In the N Gram analysis, as the city brand of Seoul, I Seoul U, in the public interest, was found to contribute to the commercial activities of private companies. In connection-oriented analysis, business and marketing, events, and promotions have been derived as categories. In matrix analysis, it was found that the products of the pop-up store are mainly developed, and products in the form of co-branding were being developed. In the topic modeling, a total of 10 topics were extracted and needs for commercial utilization and information for event festivals were mostly found.

• Journal of the Korean Society of Clothing and Textiles
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• v.30 no.6 s.154
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• pp.916-927
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• 2006

The purpose of this study was to identify psychological and behavioral outcomes of commitment to apparel brand community by test structural equation model. Subjects of 317 members for 9 selected apparel communities responded the questionnaire in the home-page or in the attached file. The results were as follows: 1) The suggested structural equation mode was accepted by data from apparel brand communities with hish brand strength(${\chi}^2=97.42$, d.f.=89, p=0.25, GFI=0.92, AGFI=0.88, RMR=0.05, NFI=0.94). However, this model wasn't accepted by data kom apparel brand communities with low brand strength. 2) Three types of commitment to brand community(emotional, continuous and normative commitments) influenced brand identification positively and brand identification positively influenced three types of behavioral outcomes(favorable word-of-mouth, co-production and repurchase of brand). Therefore, managements need to develop marketing programs to promote each type of commitment to their's own brand community.

• Photonics industry news
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• s.62
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• pp.20-23
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• 2011

한국광산업진흥회 조규종 상근부회장은 "지난 10년동안 광주광산업의 발전이 향후 10년을 내다보는 국가미래 성장동력산업으로 자리매김해 나갈수 있도록 종합적인 광산업육성 로드맵 수립과 광산업 공동브랜드(LUXKO)인증제품을 중심으로 한 광통신 및 LED분야 컨소시엄 구축으로 해외 대규모 프로젝트수주지원을 통해, 광주광산업 2011년도 목표를 달성하는데 최선을 다해 지원해 나갈 계획"이라며 "대내외적으로 도전에 직면해 있는 2011년 광주광산업의 과제를 해결해 나가는데 광산업관련 산 학 연 관의 결집된 동력을 이끌어내는 구심점으로서 한국광산업진흥회가 앞장서 나갈 계획"이라고 밝혔다.