• 한국프랜차이즈경영연구
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• 제12권4호
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• pp.25-40
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• 2021

Purpose: Marketing communication with customers is essential for companies to survive and grow in a fiercely competitive environment. Advertising is one of the most readily accepted marketing communications by consumers. Unlike a company that owns a distribution network, advertising is vital for a franchise. In general, many advertising models select celebrities. Celebrities are more likely to attract audience attention and influence consumers' purchase intentions. Customers satisfied with advertising are more likely to stay loyal and buy again when the company launches a new product. In addition, customers form a brand image through advertisements. Therefore, in this study, the effect of the characteristics of the foodservice franchise advertising model characteristics on model satisfaction, brand image, and purchase intention. Research design, data, and methodology: The survey of this study was conducted among consumers over the age of 20 who had seen a restaurant franchise advertisement and visited a store within the last 2 months. 305 copies were collected for 7 days during the survey period, from October 21 to October 27, 2021. Among the collected questionnaires, 12 insincere questionnaires were excluded, and 293 were used for analysis. SPSS 25.0 and Smart PLS 3.0 were used as data collected to test the hypothesis. Result: As a result of the study, among the advertising model characteristics of a foodservice franchise, reliability, attractiveness, expertise, and closeness all had a significant positive (+) effect on model satisfaction. In addition, reliability and closeness were found to have a significantly positive (+) effect on brand satisfaction, but attractive and expertise did not significantly affect brand image. Finally, model satisfaction was found to have a significant positive (+) effect on brand image and purchase intention. Brand image also appeared to have a significant positive effect on purchase intention. Conclusions: Research Results First, this study verified the effect of a restaurant franchise advertising model using celebrities by using the characteristics of the advertising model. Second, this study developed a conceptual structure for model characteristics - model satisfaction - brand image - purchase intention. Third, the restaurant franchise marketer needs to select a model in consideration of the privacy of the advertising model. Fourth, consumers tend to equate advertising models with advertising

• 산업경영시스템학회지
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• 제43권2호
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• pp.98-109
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• 2020

What is purchase motivation for luxury brands? and what kind of process through makes higher cult intention(i.e.,loyalty). How does consumption value affect loyalty? Theoretically, it was studied whether it could be explained. The luxury products and services were divided into categories and surveys were conducted at the national level. This research analyzed the influence of positive affect on cult intention by mediating luxury consumption value with S-O-R frame. The logic was developed with excitation transfer theory. Positive affect, compatibility mediating effect were investigated. Unlike the previous studies that have been recognized as important in terms of symbolic value in luxury brands, it was confirmed that experiential consumption value had the greatest impact. In addition, the influence of functional value and symbolic value had a significant effect. The effect of consumption value on cult intention was mediated by positive affect and compatibility. Therefore, emotional response can be seen as having an effect on cult intention through excitement transfer. These findings suggest that luxury brand marketers need to develop consumer values that can lead to arousal and positive emotional responses to suit consumer lifestyle. The research results are expected to contribute to the experience marketing and the hospitality service of luxury brands.

• 디지털융복합연구
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• 제12권8호
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• pp.157-173
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• 2014

본 연구는 소셜미디어를 통한 홍보마케팅이 기업브랜드확장에 미치는 영향의 요인을 알아봄으로써, 이를 통해 초기 기업들의 성장을 위한 마케팅의 한 방법으로써 소셜미디어를 활용한 기업의 마케팅은 새로운 주목을 받고 있는 가운데 브랜드 확장 유형에 따른 마케팅 전략에 관한 연구가 요구되어 기업브랜드 확장에 미치는 영향의 요인을 연구함으로써 기업의 홍보마케팅을 하는데 있어서 자료를 제공하고자 한다. 제1장은 서론으로 연구의 필요성과 목적을 기술하고, 제2장에서는 소셜미디어의 개념과 특성, 발달과정, 소셜미디어의 마케팅으로써 필요성과 장단점을 고찰하였고 3장에서는 기업브랜드 확장에 대한 개념과 유형과 특징, 장단점에 대하여 알아보았다. 4장에서는 이러한 이론들을 검증하기 위한 사례들로 국내 및 해외 소셜마케팅 사례들과 현재 소셜마케팅 현황을 제시하였다. 마지막으로 제5장은 결론으로 지금까지 고찰한 내용을 바탕으로 소셜미디어 홍보마케팅이 기업브랜드 확장에 미치는 요인에 관한 결론을 제시하였다.

• 산경연구논집
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• 제10권6호
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• pp.7-17
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• 2019

Purpose - The purpose of this study is to explore how advertising for multilevel marketing brands affect the salesperson's activity including customer-salesperson interactivity, work attitude, and perceived and actual performance after the campaign. Research Design, data, and methodology - This study collects experimental data, survey data, and actual sales data and applies statistical analyses such as factor analysis, t-tests, and a structural equation model. Results - The results show that advertising campaign can enhance a salesperson's selling activities and provide wide managerial implications to a multilevel marketing firm by filling the gaps for the field of advertising research. Conclusions - Managerial implications include: i) multilevel marketing firms should consider advertising campaigns as a means of changing customer responses because advertising plays a significant role in increasing familiarity with, and knowledge of, attitudes toward the brand, which also helps salespeople interact with customers; ii) multilevel marketing firms should consider brand advertising as a means to support the sales activities of salespeople including sales effectiveness, work attitudes, and perceived performance, and iii) multilevel marketing firms should consider brand advertising as a means to enhance a salesperson's pride and motivation for selling their brand, which will lead to improved sales performances.

• 자원환경지질
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• 제47권6호
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• pp.657-671
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• 2014

본 연구는 지질자원연구원의 브랜드 요인에 대해 내부 공중과 외부 공중의 인식 차이를 살펴보는 것이다. 국가 발전에 기여하는 다양한 기관들 중 본 연구는 지질자원연구원을 중심으로 브랜드화 전략에 대해 고찰하였다. 이러한 분석을 통해 지질자원연구원뿐만 아니라 과학 관련 기관들의 브랜드화 전략에 전략적 시사점을 제공하고자 했다. 다양한 차원의 브랜드 요인에 대해 분석한 결과, 내부 공중인 전문가 집단과 외부 공중인 비전문가 집단 사이의 인식차이가 뚜렷하게 나타나고 있음을 알 수 있었다. 전반적으로 지질자원연구원의 브랜드화 전략에 영향을 미치는 다양한 변수들에 대한 반응에서 내부 공중이 외부 공중보다 좀 더 긍정적임을 알 수 있었다.

• 패션비즈니스
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• 제12권1호
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• pp.129-146
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• 2008

The purpose of this study is to identify components of CEO image and to examine predictors to affect company's market value. To explore the social construction of the CEO Image depicted in the popular business newspaper, the Wall Street Journal and daily newspaper of Korea, was analyzed. Then, the reconstructed image of the CEO was compared with the firm's stock price change to see their relationship, if any. This paper focused on the case of Carly Fiorina as previous chief of Hewlett-Packard, who was the Fortune's ranking of the 50 most powerful women in business is presented. The period for the analysis was five years and eight months from her inauguration(July, 1999) to the release(February, 2005). The results, four predictors such as nature, management ability, leadership style, appearance character had statistically significant relationship with both company's market value and the image of CEO. In addition to revealed that media coverage of Carly Filoina was commensurate with the financial performance, particularly stock price change of the Hewlett-Packard. In general, the best image of the CEO is highly transcends to the image of the company as well. Therefore it is need to manage effectively components of CEO image to enhance brand image and its brand value, which are further expected to enhance company's market value.

• 패션비즈니스
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• 제22권6호
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• pp.53-69
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• 2018

In recent years, digital media providing entertainment and information have become an important channel of customer experience. The aim of this study is to evaluate the effects of digital signage's characteristics on flow and brand attitudes and to verify the mediating role of pleasure in digital signage and flow. The stimuli were developed for a sports brand stores using 3D and video editing software. The survey was conducted on 544 subjects from both gender aged 20 to 49 years old, i.e. the population that constitutes the major target group for sports brands. The data collected was analyzed using IBM SPSS 24.0. Specifically, frequency analysis, factor analysis, reliability analysis, t-test, and regression analysis were performed on the data. Based on the results, we can draw the following conclusions; First, the dimension of digital signage was classified into aesthetic and functional attributes. Additionally, we found out that women highly value aesthetic attributes of digital signage while the customers in their 40s pay more attention to functional attributes than their counterparts aged 20-30 years. Second, our results suggest that pleasure has a mediating effect in the relationship between digital signage attributes and flow; specifically, both sub-dimensions of digital signage features (aesthetic attributes and functional attributes) affect flow by means of pleasure. Third, our results demonstrated that the flow of digital signage had a significant impact on brand attitudes.

• 유통과학연구
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• 제20권11호
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• pp.33-45
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• 2022

Purpose: The development of online shopping trends in Indonesia is increasing, and Tokopedia is becoming one of the most popular e-commerce websites. The purpose of this study is to obtain empirical evidence whether mobile shopping, customer review, perceived credibility, and Korean celebrity endorsement affect online purchase decision, whether online purchase decision affects customer satisfaction, and whether customer satisfaction affects brand loyalty of customers in Tokopedia e-commerce. Research Design, data and methodology: Quantitative survey with data was collected using an online questionnaire with sample characteristics were Tokopedia customers who lived in Jakarta by 385 samples using the purposive sampling method, and data analysis was conducted using the Smartpls application program version 3.0. Results: Mobile shopping, customer review, and perceived credibility had positive effects on online purchase decision at Tokopedia in Jakarta. However, Korean celebrity endorsement did not have a positive effect on online purchase decision at Tokopedia in Jakarta. Furthermore, online purchase decision had a positive effect on customer satisfaction at Tokopedia in Jakarta, and customer satisfaction had a positive effect on brand loyalty at Tokopedia in Jakarta. Conclusions: This study proposes significant implications for maintaining customer relationships to achieve purchasing decision, customer satisfaction, and brand loyalty in the e-commerce industry.

• The Journal of Asian Finance, Economics and Business
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• 제8권1호
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• pp.443-450
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• 2021

The paper investigates the factors that affect the decision of young Chinese consumers to buy high-end cosmetics. The study is based on the responses obtained by questionnaires from 400 respondents in Guangzhou, China. The information was collected and classified on the basis of gender, occupation, age and education in order to understand the main characteristics of the sample in a better way. The purposive, convenient and quota sampling techniques of non-probability sampling method were used. Besides this, the predictive test was carried out with 30 respondents to ensure the reliability and validity of the questionnaires. The data was put to descriptive statistical analysis and multiple regression analysis in order to verify the hypotheses. The data revealed that, while brand awareness does not affect the consumer attitude about the high-end cosmetics, other factors like product involvement, perceived quality, subjective norm, and word-of-mouth have significant effect on consumer's attitude and consumers' intention about high-end cosmetics. The findings of the study show that subjective norm, perceived value, word-of-mouth, and consumer attitude of cosmetic products highly affect consumers purchase intention of high-end cosmetic products. The research paper helps to form concrete and effective marketing strategy based on various aspects of consumer behavior for high-end cosmetics in China.

• 한국콘텐츠학회논문지
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• 제17권10호
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• pp.548-558
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• 2017

본 연구는 기업 브랜드 자산을 형성하는 주요개념인 브랜드 이미지와 관련하여 지각된 브랜드 이미지의 유형에 따라 브랜드 효과로서의 브랜드 선호도와 행동의도에 미치는 영향에 대하여 연구하였다. 지각된 브랜드 이미지는 기업 브랜드가 추구하는 이미지에서 실제로 소비자가 지각하는 브랜드 이미지 유형으로 설정하고, 브랜드 선호도와 함께 행동의도로는 구매의도와 추천의도로 각각 결과변인을 설정하였다. 분석결과, 지각된 브랜드 이미지 유형은 크게 2가지로 '요인1(도전)'과 '요인2(신뢰)'로 추출되었으며, 군집분석을 통해 3개의 각 유형 별 집단을 확인하였다. 각 집단 별로 다르게 지각된 브랜드 이미지 유형은 브랜드 선호도와 구매의도, 추천의도에 유의미한 차이를 나타내었다. 또한 지각된 브랜드 이미지 유형 별 차이는 '도전 형', '신뢰 형', '통합 형'의 순으로 높게 나타나는 것을 확인할 수 있었다. 본 연구는 현재까지 다소 광범위한 이론으로 분류되는 브랜드 이미지에 대한 개념을 실제 소비자 지각 차원으로 접근하여 실무사례에 적용한 연구로서 실증적 가치를 지니며, 무엇보다 광고를 통한 브랜드 이미지 관리의 실무적 시사점을 줄 수 있다는 점에서 의의가 있다.