• Proceedings of the KSR Conference
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• 2005.11a
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• pp.546-551
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• 2005

With the opening of the KTX in April 2004 and launching the KORAIL(Korea Railroad Corporation) in January 2005, KORAIL company brand and service product brand were unrecognized. Each brand is very important invisible assets in KORAIL and KORAIL affiliate companies because of their powerful perception of the customers. This study suggests that how to improve and manage KORAIL brand reputation and how can KORAIL employees differentiate other transportation system in the near future. To obtain more benefits using the brand strengthen strategy in KORAIL.

• Journal of Digital Convergence
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• v.18 no.8
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• pp.185-199
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• 2020

This study examined the effects of insurance company's CSR activities on customer-based brand assets and customers' intention to pay premium prices in order to identify the possibility of CSR activities as an insurance company's differentiated marketing strategies. Throughout collecting 510 surveys, this study has proved that economic and charitable activities had a effect on customer-based brand assets, also economic and environmental activities had a effect on intention to pay premium prices. In addition, the mediating role of the customer-based brand asset between economic and charitable activities and intention to pay premiums was proved. Lastly, it was confirmed that the level of SNS usage moderates the relationship between economic activities and customer-based brand assets. Based on the results, this study provides insurance companies with an effective marketing strategy of the CSR program.

• Asia Marketing Journal
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• v.22 no.4
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• pp.1-25
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• 2021

This paper explores how the positive effect achieved when consumption value matches brand benefit can increase brand loyalty. Prior research on consumption value mainly focused on perceived value; these studies omit consumers' views of consumption value. Therefore, this study examines the effect of congruence between consumption values (functional, emotional, social, and ethical value) and perceived brand benefits (enabling, enticing, symbolic, and socially responsible benefits) on consumers' brand identification, trust, and loyalty. We find a positive effect on brand identification and brand trust when a consumer's value is similar to a brand benefit, particularly between functional value and enabling benefit, and ethical value and socially responsible benefit. However, congruence between consumption value and perceived brand benefit only had an indirect effect on brand loyalty by mediating brand identification and trust. This study provides a basis for implementing a marketing strategy to build brand assets and increase brand loyalty by providing consumers with the value they want in a diversified market.

• Journal of Digital Policy
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• v.2 no.2
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• pp.7-14
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• 2023

The purpose of this study is to emphasize the need for brand equity management to survive in a rapidly changing medical environment by identifying the impact of digital customer experience on brand equity and analyzing the influence of hospital brand equity on word-of-mouth (WOM) intention. The main findings are as follows. As a result of analyzing the effect of digital customer experience on brand equity, the relationship between aesthetic value and brand equity, functional value and brand equity, customer service value and brand equity all showed significant results. In addition, the relationship between brand equity and WOM intention also showed significant results. These findings have practical implications for revealing the importance of the digital service environment in building hospital brand equity, in strengthening relationships with customers and WOM activities, and suggesting the provision of customer services and benefits using digital technology.

• 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.

• The Journal of the Korea Contents Association
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• v.12 no.1
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• pp.197-210
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• 2012

In this research, we executed a questionnaire survey targeting men and women in 20' or more who reside in the metropolitan area and have experienced purchasing the vehicles in order to study how Promotion Mix Activity affects Brand assets, and ultimately what kind of relation it has with Purchase intention. In the statistical process of collected data, we analyzed the data by using SPSS 12.0 for Windows statistical package and AMOS 7.0 program. As the result of analysis, first, when we analyzed the relation of the Promotion Mix Activity and Brand Assets of the companies, the more affirmative the assessment on the advertising activities of the companies was, the higher the brand popularity, royalty and image increased, And it appeared that as the assessment on PR activities of the companies got more affirmative, the brand popularity, image and royalty increased. Second, as the result of the analysis of the relation between salespersons' Promotion Activities and Brand assets, it appeared that salespersons' social capacity improved Brand awareness and royalty and their strategic capacity improved Brand awareness, royalty and image. Third, seeing the result of the analysis on the relation between Brand assets and Purchase intention, it was shown that Brand popularity had a meaningful positive(+) effect upon satisfaction and repurchase(oral) intention, and Brand royalty had a meaningful positive(+) effect upon satisfaction and repurchase(oral) intention. In addition, it appeared that Brand image had a meaningful positive(+) effect upon satisfaction and repurchase(oral) intention, and finally it could be known that Brand assets had a close correlation with Purchase intention. Therefore, this research established the color marketing strategy as follows. First, we shall build up the functional role such as aesthetic favor, information communication, protection of ecosystem, publicity reinforcement etc. so as to emphasize the properties of the package design; second, we have to construct the color marketing strategy to convey the images of the commodity besides the psychological and physiological utility which colors grants, the utility used in visual conveyance as communication media; third, we should build the color marketing strategy for the integration of company image; finally we have to compose the colors fitted for the company and product style and introduce design marketing using company colors.

• The Journal of the Korea Contents Association
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• v.15 no.9
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• pp.465-477
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• 2015

Today's companies build strong brand assets which, through the expansion of other business areas, promote efficient corporate management. Many companies manage brand assets among through a multitude of brand groups using brand portfolios rather than the single brand strategy. Such brand group influence can be related not only to brand group expansion, but also to parent company brands and product brand groups. The purpose of this study was to identify the effects of parent corporate brand associations on brand portfolio evaluation. The results of the present study is as follows: positive parent corporate brand image was revealed to play a positive role in brand portfolio evaluation. Parent corporate brand image provided endorsement for their product brands, and this can reduce consumer's decision cost on brand portfolio evaluations. This study focused on two types of brand relationship strategy : brand expansion strategy and individual brand strategy. With individual brand strategy, cases where parent company brands provided endorsement and cases to the contrary were studied separately. In cases where well-managed parent corporate brand image were able to provide endorsement in the case of individual brand strategy like that of brand expansion strategy.

• The Research Journal of the Costume Culture
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• v.27 no.3
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• pp.206-221
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• 2019

This study examined the causal relations among brand personality, brand identification, and brand equity of Korean SPA brands that target Chinese consumers. Data were collected from 600 Chinese consumers residing in Beijing and Shanghai from August 15th to August 30th of 2015 by using convenience sampling; 561 of the questionnaires were used in the statistical analyses. Structural equation models were employed using AMOS 22.0. The results were as follows. First, the factors of Korean SPA brand personality, such as sophistication, competence, tenacity, and interest, exerted significant influences on the brand identification, while honesty had no significant influence on brand identification. Second, brand identification had significant influence on brand awareness, brand image, and brand loyalty. Third, brand awareness showed significant influence on brand image and brand loyalty. Fourth, brand image had significant influence on brand loyalty. These results indicated that brand equity can be strengthened by enhancing brand identification with the proper brand personality. This demonstrates that if Chinese consumers can associate Korean SPA brands with a sophisticated, attractive image, brand identification may be improved and brand equity may be strengthened in the long run, providing basic data for establishing efficient marketing strategies for Korean SPA brands in the Chinese market.

• Journal of Wellbeing Management and Applied Psychology
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• v.3 no.2
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• pp.13-20
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• 2020

The purpose of this study was to empirically investigate the relationship among fashion brand experience, brand loyalty, relationship quality, and repurchase intention. The 420 survey questionnaires were distributed among the consumers in their 30s and 40s who had experience buy fashion brands products through convenience sampling in Seoul. Due to the reliability of data, 120 samples were discarded and 300 samples were put to actual analysis. By using SAS 9.4, data were analyzed for frequency analysis, reliability analysis, correlation analysis. The results of the study are as follows. First, the fashion brand experience which is consist of sensory, affective, behavioral and intellectual experience had positive effects on brand satisfaction and brand trust. Second, brand trust and brand commitment and the relationship quality of brand satisfaction, only satisfaction and commitment affects brand loyalty significantly. Lastly, brand loyalty had significantly effect on repurchase intention. It presented the potential to use the brand as a strategic tool to build strong brand assets, along with providing specific ways to secure differentiated competitiveness in the fashion brand market. It is also thought to be meaningful in that we presented a practical strategy to build and strengthen a lasting bond with consumers by looking at the impact on the quality of the relationship.

• Journal of Information Technology Applications and Management
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• v.22 no.4
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• pp.181-203
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• 2015

Customers who show high level of brand loyalty are one of the most important corporate assets. Accordingly, customers' brand loyalty has been addressed as a critical issue for the business success. In today's business environment where business channels to customers have expanded and diversified continuously, especially the use of social network services (SNSs) have drawn a lot of attention as an effective channel to promote customers' brand loyalty. This study, thus, analyzes the impact of the virtual brand community identity on customers' brand loyalty, focusing on the role of the sense of communities as mediators. The analysis was conducted by using the data collected from 239 users of Chinese virtual brand communities. The results show that both virtual brand community identity and the sense of communities significantly influence on customers' brand loyalty. Furthermore, the results reveal that both of the community belongingness and community trust composing the sense of community partially mediate virtual brand community and brand loyalty as hypothesized. Based on the results, the strategic implications are suggested and discussed, focusing on improving the customers' brand loyalty in the context of SNSs. Our findings and discussions can help companies develop their customer strategies for utilizing the virtual communities to strengthen customers' brand loyalty.