• Journal of Information Technology and Architecture
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• v.11 no.2
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• pp.201-216
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• 2014

The internet and the information-oriented communities have brought many changes to increase brand power and product sales in many industries. This study investigates the influence of brand preference and information reliability on consumers' purchase decisions. If product information at the internet advertising matches with consumers' previous brand preference, they are more likely to enhance product information reliability after watching the advertising. Such brand preference match through the advertising will increase consumers' intention to purchase. From the results of our experiment, we found that information reliability and memory from the advertising give a positive impact on the intention to purchase when consumers' previous brand preference matches with advertising attributes. Our study suggests that firms need to develop the internet advertising which is closely matched with consumers' preferences.

• KIEAE Journal
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• v.14 no.4
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• pp.5-10
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• 2014

Since construction work is an indispensable part of daily lives, complaints of noise are unavoidable. Noise control in construction sites is normally known as a regulation by a government and self-motivated noise controls rarely occur. In this paper, a marketing strategy is proposed to provide a potential value of noise control for real estate developer. First, people's perception to construction noise was examined in means of collecting and analyzing media reports between 2005 to 2011. Then decibel test was done in order to test noise generated by different devices in a construction site in various distances. According to the theory of core competency, a conceptual model was raised to illustrate profit and loss situation of the real estate developers in the case they invest more in noise control. The construction noise is discussed that it will ruin people's perception to the company's brand image and reputation. Also, the investment in the creation of silent site is discussed that it will not only bring benefit to the brand image work but also have value of profit in the market.

• Journal of Distribution Science
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• v.9 no.3
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• pp.73-82
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• 2011

This study presents an effective and distinctive marketing strategy through the implementation of the aesthetic art marketing communication technique of storytelling. The reason applying art to marketing is effective is that it gives "class" and aesthetic beauty to the brand's image, which will lead to an increase in revenue and loyalty of consumers. The story stands in for the brand's subject of "desire." Luxury brand customers not only consume high-quality products, require the utmost in service, and value of the brand, they also appreciate the story the brand is telling. The story, combined with art, is called art marketing communication; it makes the brand more unique through its enhanced visual elements. The study discusses art collaboration, art exhibition, a transforming architecture project, art advertisement, a flagship store, and a human resource training center. Based on the "desire," I adopted the element and principle of storytelling. By visualizing the brand with a symbol, the company is able to relate to consumers' sentimentality. Through storytelling art marketing communication, and the strategy using relevance of brand and artist's popularity, the research shows efficient art marketing influences to the brand's image. The results of the research indicate that by using adequate art marketing communication that best reflects the identity and story of the luxury brand, it produces great results; the research also demonstrated, in various ways, that art marketing will succeed. The case showed the following outcomes. First, consumers have a tendency to choose a brand that is associated with an empathizing story. World renowned brands see through the market's "desires" for unique stories, and they also provide the ability to amuse consumers. The story in a product will become an important competitive element in future markets. Second, the art marketing communication applying a story rendered a brand with distinction. The most effective art marketing communications are art collaboration, art exhibition, locomotive architecture project, and others that are adopted as various means. Third, the brand's products were considered as an art piece, which led to not only strengthening the loyalty of consumers but also an increase in sales. In addition, the company could sustain a premium price for the goods sold. By adapting art to a brand's tradition, an innovative and creative new product provides consumer satisfaction, and producing goods in limited editions creates enthusiastic collectors. Fourth, this study suggests an abridged report, implication, limitation of the study, and directions for further research. Referring to the case for the adaptation of luxury brands, efficient art marketing strategies considering Korean company brand and efficiently study preceding Korean company brand art marketing strategy could be proposed.

• Korean Institute of Interior Design Journal
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• v.17 no.6
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• pp.92-101
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• 2008

In the current age, as the importance of image is increased, brand images are strengthened, and various ways of expressing space are suggested considering the life styles of consumers. Recently, flagship stores are attempting various ways of expressing interior deigns and the flow of life culture, which can maximize the characteristics of image in a large, complex space. Centering on this trend, this study is conducted to explore an objective standard for the stylistic image characteristics reflecting the formative expression trend; to investigate various expression methods of images that are suggested by flagship stores; and to suggest the indicators of design. Based on this background, the formative trend is classified into the expression trends of minimalism and deconstructionism. An image evaluation test was conducted on the selected brand cases by applying the classification, and the following results are obtained from a comparative analysis. In this study, a stylistic analysis of expression methods is suggested from the stylistic image characteristics of each brand as well as from the reliability and validity of the expression trend. It can be concluded that such stylistic image characteristics are important factors in relation with fashion and architecture, and they can be used for differentiating design expression methods.

• Asia-Pacific Journal of Business
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• v.14 no.4
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• pp.129-150
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• 2023

Purpose - This study is based on the Theory of Planned Behavior and aims to explore the decision-making mechanisms of consumers participating in value co-creation activities within virtual brand communities. Methodology - The research involved a comprehensive survey of 405 participants from various virtual brand communities. Structural Equation Modeling (SEM) was used for data analysis, applying SPSS and AMOS to test the hypotheses. The study focused on community rules and regulations, community experience and community trust. Results - The research found that community rules and regulations significantly impact subjective norms and perceived behavioral control, but not directly influence consumer attitudes. Community experience positively affected consumer attitudes, subjective norms and perceived behavioral control. Community trust was found to positively influence these aspects of consumer decision-making. However, a gap was identified in the direct influence of perceived behavioral control on actual consumer behavior. Implications - The findings of this study contribute to a more comprehensive understanding of factors affecting consumer behavior in virtual brand communities. It underscores the necessity for community managers to develop strategies that consider these internal decision-making mechanisms, facilitating more effective community engagement. The study also identifies a potential area for future research in the direct influence of perceived behavioral control on actual consumer behavior.

• KIEAE Journal
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• v.13 no.1
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• pp.93-100
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• 2013

A outdoor space of the brand apartment can improve the quality of the whole environment in apartment and has differentiated identity in apartment housing through various versions of the green space and water space plan. The purpose of this study is to evaluate nature-friendly design characteristics in brand apartments and to offer a basic information for planning of brand apartment. In concrete, nature-friendly design did by green space and water space that can analyze by visual, and investigation contents divided to position, form, user behavior, link space from user viewpoint by case study. This study examined a case of eight brand apartments located in Gangnamgu, Seoul. We has divided the characteristics of a green space into horizontal type, vertical type, multi-dimensional type and has divided the water space into stagnant water type, flowing stream type, waterfall type and fountain type. The findings are summarized as follows: First, in case of the space of brand apartment, the application of horizontal and vertical greenery was lower compare with multi-dimensional green space. The most of items for multi-dimensional greenery have been planned to the open space and promenade. Second, a stagnant water type of water space features well used in most of the cases but a water space of signs of activity like a flowing stream, waterfall, fountain types were underused because of problem of administrative and maintenance expenses. Thirdly, Water space of brand apartments was planned with specialization item by apartment housing but green space does not have differentiated item and was planned by most similar form.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.1
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• pp.165-181
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• 2022

The fashion industry is creating innovative business models using artificial intelligence. To efficiently utilize artificial intelligence (AI), fashion data must be classified. Until now, such data have been classified focusing only on the objective properties of fashion products. Their subjective attributes, such as fashion brand sensibilities, are holistic and heuristic intuitions created by a combination of design elements. This study aims to improve the performance of collaborative filtering in the fashion industry by extracting fashion brand sensibility using computer vision technology. The image data set of fashion brand sensibility consists of high-end fashion brand photos that share sensibilities and communicate well in fashion. About 26,000 fashion photos of 11 high-end fashion brand sensibility labels have been collected from the 16FW to 21SS runway and 50 years of US Vogue magazines beginning from 1971. We use EfficientNet-B1 to establish the main architecture and fine-tune the network with ImageNet-ILSVRC. After training fashion brand sensibilities through deep learning, the proposed model achieved an F-1 score of 74% on accuracy tests. Furthermore, as a result of comparing AI machine and human experts, the proposed model is expected to be expanded to mass fashion brands.

• International Journal of Costume and Fashion
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• v.15 no.2
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• pp.1-17
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• 2015

This paper examines the contemporary relationship between fashion brands and celebrities. Noting the historic role of celebrities in fashion and their current prevalence in the industry, the paper moves beyond discussion of the motives and effectiveness of celebrity endorsement, and instead explores its nature and practice in the fashion sector. The paper proposes a new definition of celebrity endorsement in fashion, offers a classification of celebrities involved in fashion brand endorsement, and presents a typology examining the contemporary means by which a fashion brand may collaborate with celebrities. The typology is defined in context of the nature, length and cost to the brand of the relationship between it and the celebrity. The methodology uses secondary sources and qualitative primary research in an exploratory agenda in order to propose conclusions and suggest ideas for further research.

• Journal of the Korean Institute of Landscape Architecture
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• v.38 no.1
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• pp.49-63
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• 2010

This study was intended to analyze and interpret the pattern of naming the domestic apartment brand from a semiologic viewpoint in a bid to review the meaning and value of apartment brand, while on the other hand, evaluating the characteristics of persuasive message pursued by current apartment brand in 2010, and consequently, the conclusion of the study is outlined as follows. 1. As a result of analyzing the coinage of branding naming, the words such as combination, joint and blending pattern tended to dominate, which seemed to attempt to represent the variety of values of the housing culture. Brand ideation tends to stress the character symbolism and polysemic message using syllepsis, and the experimental attempt to revive the traditional dwelling concept in a modern sense in a way of combining the archaic word with the Chinese character was found as well. 2. As a result of analyzing the frequency of verbal identity and lexeme of domestic apartments, those frequently used are in order of ville, nature, beauty(美), park, hi, green, palace(宮), nobility and center(tra), which are the lexemes representing the landscape, view, nature and dignity. 3. As a result of identifying the pattern of lexeme using analysis frame based on existing researches such as apartment brand positioning, the most important external core concepts controlling the direction and value of apartment brand are 'environment-orientated' and 'emotion-orientated', and internally, 'function-oriented'. Given the persuasive language expressing the 'environment-oriented' feature and the priority of brand lexeme are garden, park, view and the nature, a landscape-oriented persuasive message is seen to be surging in brand naming. 4. An emotion-oriented persuasive language such as dignity axis having major lexeme represented by palace, nobility, class and a pride axis having major semantic elements represented by human, I and you are used as major value concepts and persuasive language that lead domestic apartment brands to differentiation and upgradation. 5. Among the lexemes focusing on view from environment-oriented standpoint, hi, hill, tower, view, mark, heights are the trend pursued by high-rise apartment aiming at the view such as residential-commercial apartment, and thus the persuasive language focusing on high-rise concept is expected to become the element dominating the trend of apartment brand for the time being.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.17 no.1
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• pp.252-263
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• 2016

This study considered the factors of city brand reinforcement and city revitalization through a case study of two cities that were successful in revitalizing using a brand strategy. World leading cities are securing city competitiveness through the culture resources, particularly traditional culture, as a key asset to highlight the cities' uniqueness in increasing their value. The Confucianism influence on Korean traditional culture has a valuable content like etiquette, ritual ceremony, food, education, etc. as well as culture heritage in historical architecture. Therefore, it can be used as the city's assets to promote it worldwide. On the other hand, there is difficulty in preserving most Confucianism culture content and the intangible cultural properties have been neglected. This needs to be applied actively to be used on a city brand strategy. This study reviewed the successful case of Andong city in Korea and Qufu city in Sandong, China and suggests ways of raising the cities' brand power.