• The Korean Journal of Franchise Management
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• v.15 no.1
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• pp.1-10
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• 2024

Purpose: Despite the popularity of sales promotion as one of the key marketing tactics employed by many companies today, relatively little effort has been devoted to examining an interaction effect between promotion cues and promotion duration. Therefore, this study aims to examine how promotion cues and promotion duration will jointly affect consumers' attitudes toward promotions and purchase intentions. Research design, data, and methodology: The present study conducted an online experiment through the Qualtrics program in which a total of 141 participants were recruited from the Cloud panel members in the U.S. The experiment employed a 2(promotion cue: best-seller vs. limited edition) × 2(promotion duration: long vs. short) full factorial between-subjects design. Result: In the condition of best-selling sales promotion cue, a long promotion duration induced more positive promotion attitude and higher purchase intention, while in the condition of limited-edition sales promotion cue, the use of a short promotion duration contributed more positive promotion attitude and greater purchase intention. Conclusions: Marketers need to take the congruence between promotion cues and promotion duration into full consideration when designing effective sales promotion strategy.

• Journal of the Korea Society of Computer and Information
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• v.28 no.2
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• pp.47-53
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• 2023

In this paper, based on the generalization and popularization of NFT, the utilization idea of using NFT in e-sports was proposed. We considered ways to utilize NFTs to make access to e-sports easy for all users and to secure users from various age groups. To this end, cases of NFTs with diversity in e-sports platforms were analyzed by type, and the degree of use of NFTs in e-sports was identified through a survey. As a result of the study, it was found that the NFT experience in the e-sports game was highly satisfactory and the desire to experience it again was strong. As NFTs have ownership and scarcity as important characteristics, they can respond well to the demand for owning unique items in e-sports. In addition, in marketing, by promoting limited edition products with scarcity, it is possible to promote marketing that creates value with high profitability. When using NFT in e-sports, various NFT functions are combined regardless of the type of sport, so NFT can become an economic infrastructure.

• Journal of Korea Entertainment Industry Association
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• v.13 no.7
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• pp.75-85
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• 2019

This study was intended to identify the influence of brand value, Jewelry design, recommendation, Jewelry price, recognition, and satisfaction on purchase intent and to present a marketing strategy to draw up an activation plan for the child Jewelry market. Therefore, the implications of this study are as follows: First, companies should give consumers a sense of brand value through media promotion so that consumers can recognize it. Second, companies will have to set up marketing strategies to further enhance brand value through production of limited edition products. It will also have to develop a strategy to expand the type of product by promoting the product along with the product that has been recognized. Third, companies will have to diversify their product designs and expand the range of design choices for consumers through detailed design contests for design professionals, ordinary people and housewives. Fourth, when recommending a product to an acquaintance, you should make a recommendation considering the members of the household, individuality, and taste. Fifth, the company will have to push forward the diversification of prices as well as the diversification of products. Finally, companies will have to set up marketing strategies that meet consumers' needs, such as expanding point reserves for products, hosting promotions and one-plus-won events with friends.

• Journal of Korea Entertainment Industry Association
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• v.13 no.2
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• pp.13-25
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• 2019

This study conducted individual in-depth interviews of tourists from Taiwan, Hong Kong and Thailand who visited Daegu. According to the analysis, Taiwan's target audience conducted an interview at the Chimac Festival in July 2018 at Duryu Park and was a university student as an individual female tourist. She got the information through SNS. The accommodation was guest house and medium and low cost hotel. The main tourist attractions included Seomun Market Night Market, Eworld and Dongseongno. The meals were Anjirang Gopchang and Galbijim in Dongin-dong. Next, the Hong Kong tourist interview was held in May 2018 at the Kwandeung Festival in Duryu Park, and was an individual tourist as a man. Lastly, an interview with a Thai tourist was held in April 2018 at the Donghwa Temple Cherry Blossom Festival in Palgongsan Mountain, and he purchased a travel agent product as a man. Participants of the tour in Daegu were interested in unusual experiences such as beauty, wedding, theme parks, and restaurants that are unique to Korea. What was disappointing was that there were not enough shopping facilities, such as duty free shops, and that the table in the restaurant was inconvenient, and that there were not enough signboards by language for foreigners.

• Archives of design research
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• v.19 no.1 s.63
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• pp.235-242
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• 2006

Korea which has not only beautiful scenery but long history in the world deserves to be a pride to all the koreans. It has prospered flourishing culture through the long history and preserved a lot of cultural properties all around the nation. Traditional and cultural properties should be preserved and developed induding those disappeared in the past. The economical competitiveness in provincial area is descending compared with that of international market places. The alternatives to save and promote provincial economy should be proposed and developed. The researches and studies which are active to make the traditional, cultural properties into sightseeing resources will contribute to save the provincial economy.