• 대한가정학회지
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• 제47권8호
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• pp.101-107
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• 2009

The purpose of this study was to investigate the effects of consumer-brand relationship on brand charisma and brand loyalty. Four hundred and ten consumers living in Seoul and its suburb participated in this study. For data analysis, descriptive statistics, reliability, and structure equation modeling were used. The results were as follows. First, three factors of an 'affection', 'commitment', and 'trust' of advertisement were produced for consumer-brand relationship. Second, all three factors of consumer-brand relationship affected positively on brand charisma. Second, except 'affection' factor, two factors affected significantly on brand loyalty. Third, brand charisma affected positively on brand loyalty. Based on these results, this study would provide fashion marketers more efficient brand marketing strategies.

• 한국항공운항학회지
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• 제31권4호
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• pp.56-71
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• 2023

This paper describes the significant effects of customer's PAD emotional response according to consumption value of airline goods on brand charisma, brand attitude, and brand loyalty. The result shows that among the consumption values, epistemic value, emotional value, and self-expressive value have a positive effect on PAD emotional response. In addition it was found that the PAD emotional response had positive influence on brand charisma but had no effect on brand attitude. Brand charisma was found to have significant positive influence on brand attitude and both brand charisma and brand attitude had positive effect on brand loyalty. Through the results of this study, airline goods products are an effective means to increase brand loyalty. Further more, this study provides academic and business implications for effective airline goods marketing.

• 한국산학기술학회논문지
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• 제14권9호
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• pp.4248-4257
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• 2013

농산물 공동브랜드의 개발 배경은 글로벌 농산물 브랜드의 국내시장진입, 경쟁 열위에 있는 우리 농산물 브랜드의 육성 및 경쟁력 촉진, 소비자의 건강 웰빙 욕구로의 구매의향 확대에 따른 대응력 제고의 요인을 들 수 있다. 본 연구는 6년 동안 농식품 파워 브랜드로 선정된 충남의 A지역의 공동브랜드를 대상으로 브랜드의 편익(상징적, 기능적, 경험적)과 브랜드 카리스마 간의 영향관계, 브랜드 카리스마와 재구매의도 간의 영향관계, 브랜드 편익과 재구매의도에 있어서 브랜드 카리스마의 조절효과를 분석하였다. 정제된 설문 228부를 분석한 결과, 첫째, 공동브랜드의 상직적 및 기능적 편익과 재구매의도 간의 영향관계는 긍정적인 것으로 나타났다. 둘째, 공동브랜드의 카리스마는 재구매의도에 정(+)의 영향관계인 것으로 확인되었다. 반면, 공동브랜드의 편익과 재구매의도 간에 브랜드 카리스마의 조절효과는 부분적으로 나타나는 것으로 분석되었다. 향후 치열한 농산물시장에서 우리 브랜드의 경쟁력 유지는 소비자의 욕구를 실시간으로 반영하고 끊임없이 브랜드의 신뢰를 높일 수 있는 다각적인 방안을 강구해야 할 것으로 진단된다.

• International journal of advanced smart convergence
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• 제12권4호
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• pp.246-259
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• 2023

This study explores the evolving landscape of consumer experiences in the context of pop-up stores, considering the shifts from product economy to service economy and now the experience economy. It investigates the factors influencing consumer word-of-mouth intentions by examining the interplay of pop-up store experiences, brand equity, brand charisma, and verbal intent. Using Schmitt's strategic experience modules and the Aaker brand equity model, the study employs quantitative methods and data analysis to uncover the relationships among these variables. Surprisingly, it finds limited associations between the aspects of the pop-up store experience and brand equity. However, it highlights the direct impact of brand equity on brand charisma, which subsequently influences consumers' intentions to share brand-related information. This research contributes to our understanding of word-of-mouth marketing for pop-up stores, filling a knowledge gap and offering valuable insights for academics and businesses navigating the evolving marketing landscape. It also emphasizes the significance of brand charisma in the context of transient in-store experiences and evolving consumer preferences.

• 품질경영학회지
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• 제39권4호
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• pp.486-499
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• 2011

Now, the Korean consumer market enters into the stage of the advanced country type's mature consumption, totally different from the consumption of the past, and among these changes, the quality enhancement and bipolarity of the consumption show clearly the rising trends together with the popularization of the Masstige Brand due to the big expansion of the quantity. Unlike the old luxury brands, available only to the rich people in the past, the Masstige Brands are tagged with reasonable and affordable prices and provide the consumers with the good quality and convenient sensibilities as good as the old famous brands, which have become new high-class brands for the middle-income class. As the middle-come people get more income and are eager to live a better life, the Masstige Brands rise fast. Therefore, the study is aimed at examining the consumer-related factors affecting the purchase of the Masstige Brands on the basis of the fashion brands. In other words, the factors affecting the formation of the positive purchasing intentions of consumers will be verified by examining the influence of such factors, as the consumer value, brand charisma, attitude and loyalty, the variables affecting the purchasing intentions of the Masstige Brands, which are found out through the proceeding researches. As the result of the verification on the assumption, it is found out that the consumer value has a positive influence on the brand charisma. Also, it is found out that the consumer value has a positive influence on the brand attitude. And, it is discovered that the brand charisma has a positive influence on the brand loyalty. It is shown that the brand attitude has a positive influence on the brand loyalty. Lastly, it is indicated that the brand loyalty has a positive influence on the purchasing intention of consumers.

• 한국산학기술학회논문지
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• 제15권1호
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• pp.144-156
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• 2014

본 연구는 고객의 감성에 의한 개성이 중요시되고 브랜드와 제품에 다양한 컬러를 반영한 지속가능한 경쟁 우위차원에서 컬러마케팅과 브랜드 카리스마 그리고 마케팅 성과 간의 영향관계를 분석하였다. 정제된 266개의 설문을 분석한 결과 첫째, 컬러마케팅의 상징성과 연상성은 브랜드 카리스마에 유의한 영향을 미치는 것으로 나타났으며, 둘째, 컬러마케팅의 상징성은 마케팅성과의 브랜드충성도와 브랜드만족에, 연상성은 마케팅성과의 브랜드충성도에, 식별성은 마케팅성과의 브랜드만족에 유의적인 관계로 분석되었다. 셋째, 브랜드 카리스마는 전환장벽을 제외한 마케팅성과의 브랜드충성도와 브랜드만족에 긍정적인 관계인 것으로 확인되었다. 본 연구의 유용성은 첫째, 기업들이 소비자의 라이프스타일 분석에 의한 개성있는 표적고객들에게 컬러마케팅으로 고객유인전략에 활용할 수 있는 동시에 브랜드 카리스마가 고객과의 지속적 경쟁우위 관계강화의 접착제 역할을 담당할 수 있음을 시사하며, 둘째, 브랜드컬러는 고객들에게 기업의 이미지를 인지 및 연상시키고 브랜드 카리스마를 낳아 충성도로 연결되는 소위 고객관계관리의 무기로 활용할 수 있다.

• The International Journal of Costume Culture
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• 제7권2호
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• pp.123-134
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• 2004

This study tried to suggest the effective future marketing strategies by analysing marketing strategies of five brands which were selected by sales amount and the growth rate among young casual brands in the L-Department store from 2001 to 2002. According to analysis, brand marketing could summarize to five marketing strategies such as culture marketing, emotion marketing, co-marketing, on-line marketing, and propose marketing. Culture marketing includes 'BB family marketing, star marketing, core marketing, experience marketing. One of the emotion marketing is 'Kidult marketing' which affects cute concept. Co-marketing includes 'Charisma marketing' that cooperates with distribute industry, 'Movata marketing' which cooperates with mobile communication industry, and 'Game marketing' which cooperates with game industry. There are some other marketing strategies such as consumer calling marketing, A.S.A. marketing which is for buyers, QR marketing for quick response, Web site's differentiate marketing and Logo marketing. The suggested marketing strategies for on-coming brands are 'distinguished strategy of the online contents', 'consumer calling strategy' and 'loyalty maximizing strategy'.

• 대한소아치과학회지
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• 제30권3호
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• pp.530-539
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• 2003

본 연구에서는 4종의 복합레진(Palpique Estelite, Filtek P 60, Spectrum, Charisma)을 선택하였다. 각 제품당 5개의 시편을 제작하여 무게 측정을 한 후, NaOH 용액에 2주 동안 보관하였고 1.23% HCl로 중화하고 세척, 건조시켜 무게 측정을 하였다. 주사전자현미경과 공초점 레이저 주사현미경으로 복합레진의 분해층 표면과 분해깊이를 관찰하였고, 분해 저항성은 용액내로 용출된 Si, Al, Ba의 농도를 근거로 평가하여 다음과 같은 결과를 얻었다. 1. 각 제품의 무게손실량은 Palpique Estelite가 가장 많았고, Filtek P 60, Charisma, Spectrum 순이었다. 2. 각 제품의 표면하 분해층 깊이는 Filtek P 60이 가장 깊었고, Charisma, Palpique Estelite, Spectrum 순이었다. 3. Si 용출량은 Charisma가 가장 많았고, Spectrum, Palpique Estelite, Filtek P 60 순이었다. 4. 무게손실과 분해층 깊이 사이에는 높은 상관관계를 보였다(r=0.704, p<0.05). 5. 주사전자현미경 관찰시 NaOH용액에 보관한 후 레진 기질과 충전제 사이의 결합의 파괴 양상인 분해층 표면을 관찰할 수 있었고 공초점 레이저 현미경 관찰시 레진의 분해층 깊이를 관찰할 수 있었다.

• Restorative Dentistry and Endodontics
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• 제22권1호
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• pp.35-60
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• 1997

Physical properties of composite resins such as strength, resistance to wear, discoloration, etc, depend on the degree of conversion of the resin components. The clinical behavior of restorative resins varies brand to brand. Part of this variation is associated with the filler and differences in the polymer matrix. The polymer matrix of resins may differ because the involved monomers are dissimilar and because of variation in the catalyst system. The purpose of this study was to evaluate the degree of conversion of the composite resins according to the depth of cure and light curing time. 7mm diameter cylindrical aluminum molds were filled with each of five different hybrid light curing composite resins(Z-100, Charisma, Herculite XRV, Prisma TPH, Veridonfil) on the thin resin films. The molds were 1mm, 2mm, 3mm, 4mm, and 5mm in depth to produce resin films of various heights. Each sample was given 20sec, 40sec, and 60sec illumination with a light source. The degree of conversion of carbon double bonds to single bonds in the resin films was examined by means of Fourier Transform Infrared Spectrometer. The results were obtained as follows; 1. There was difference in the degree of conversion among five light curing composite resins according to the depth of cure for 20sec, 40sec, and 60sec illumination with light source with statistical significance(P<0.05). 2. Five light curing composite resins show lower degree of conversion at surface of the resin than depth of 1mm. 3. The degree of conversion of five light curing composite resins was siginificantly reduced from the maximum for the resin film when the light passed through as little as 1mm of each composite. 4. The degree of conversion of five light curing composite resins decrease significantly at the depth of 4mm, and polymerization was not occured at the depth of 5mm except for Prisma TPH. 5. The degree of conversion of five light curing composite resins was increased with increased light curing time, and there was no significant differences in the degree of conversion above 4mm in Z-100, 3mm in Charisma, and at depth of 5mm in Herculite XRV and Veridonfil(P>0.05).