• 한국조리학회지
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• 제22권6호
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• pp.61-70
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• 2016

The purpose of this study is to identify the effects of a company's response strategies (response type, communication style, and response sincerity) on customer's brand attitude and purchase intentions. A fictional Facebook fan page containing 6 separate scenarios was developed based on actual customer reviews and company responses observed on Facebook restaurant fan pages. Participants were recruited from Amazon's Mechanical Turk (MTurk). A total of 202 responses were obtained; 185 responses were analyzed after deleting insufficient responses. The results of MANOVA found that an accommodative response leads customers to have a more favorable attitude towards a brand and have stronger purchasing intentions. In addition, customers who perceive the company's response to a negative review as sincere are more likely to have a positive brand attitude and purchasing intentions, as compared to those who perceive it as either insincere or neutral.

• International journal of advanced smart convergence
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• 제13권3호
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• pp.306-311
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• 2024

In today's globalized economy, franchise companies are strategically preparing to expand beyond domestic markets into international markets. When expanding overseas, it is crucial that the brand identity of a franchise company is well established. Through marketing activities, the brand's value must be enhanced to build a positive image of the brand, and all these activities are referred to as brand management. This study aimed to analyze the relationship between brand management and international expansion, utilizing big data analysis techniques with Textom. A total of 31,564 pieces of data were collected for the period from January 1, 2024, to May 1, 2024, and analyzed after undergoing a refinement process. The analysis results showed that brand management is an essential element in the strategic process of international expansion, and subsequent studies should focus on qualitative research

• 한국디자인학회:학술대회논문집
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• 한국디자인학회 2002년도 봄 학술발표회 논문집
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• pp.46-47
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• 2002

• 융합정보논문지
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• 제7권3호
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• pp.117-125
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• 2017

본 연구에서는 서울시 내에 소재하고 있는 화장품 브랜드샵에 종사하고 있는 판매원들을 대상으로 하여 의사소통과 사회적 지원이 조직몰입에 미치는 영향을 실증적으로 분석하였다. 조직몰입에 미치는 영향요인으로 의사소통과 사회적 지원을 독립변수로 설정하였다. 하위변수로 의사소통 요인은 공식적인 의사소통, 상사와 의사소통, 동료와 의사소통으로 설정하였고, 사회적 지원 요인의 하위 변수는 상사의 지원과 동료의 지원으로 설정하였다. 분석 결과 공식적인 의사소통, 상사와 의사소통, 동료와 의사소통으로 설정된 의사소통 요인은 판매원들의 조직몰입에 유의한 영향요인으로 분석되었고, 상사의 지원, 동료의 지원으로 설정된 사회적 지원은 상사의 지원 요인만이 판매원들의 조직몰입에 유의한 영향요인으로 분석되었다. 그러나 동료의 지원은 판매원들의 조직몰입에 유의하지 않은 영향요인으로 분석되었다.

• 복식문화연구
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• 제26권6호
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• pp.994-1014
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• 2018

The objective of this study was to evaluate the characteristics of the fashion narrative from the commercial and artistic viewpoints by identifying and evaluating the attributes of the fashion narrative and analyzing the fashion narrative focusing on various cases according to fashion media. Louis Vuitton, a brand of the Louis Vuitton $Mo{\ddot{e}}t$ Hennessy (LVMH) group that operates the entire fashion community platform, is recognized as an influential luxury company with enormous capital and capabilities. This study targeted Louis Vuitton to examine the fashion narrative. The common results of Louis Vuitton's fashion narrative according to the communication platform are as follows. First, it emphasizes well-designed craftsmanship and artistry to convey the value and meaning of the brand. Second, it expresses the lifestyle of the bourgeoisie using traveling for finding life purpose, nature, and freedom as common denominators. Louis Vuitton connects, shares, and engages with customers by crossing the communication platform and trying multi-sensory changes based on the fashion narrative of the 'artification' message encompassing craftsmanship, innovation, and travel. The fashion narrative of Louis Vuitton applies tools (e.g., design, direction, stage, and props) differently according to the nature of media. In other words, the fashion narrative in the form of transmedia storytelling is a marketing communication strategy that indicates the representation means and direction of a brand's goals by remediating the brand narrative in various ways through the communication platform.

• 한국콘텐츠학회논문지
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• 제18권12호
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• pp.319-331
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• 2018

본 연구는 패스트푸드점 서비스 제공자의 비언어적 커뮤니케이션이 브랜드 이미지, 고객만족, 재방문의도에 미치는 영향을 파악하기 위하여 수행되었다. 이를 위해 대구지역의 패스트푸드점 이용고객 309명의 설문자료를 수집하여 분석에 사용하였다. 자료 분석을 위해 SPSS 프로그램의 빈도분석, 요인분석, 다중회귀분석을 사용하였다. 요인분석을 통해 패스트푸드점 서비스 제공자의 비언어적 커뮤니케이션은 표정언어, 외모적언어, 의사언어, 공간적 행위의 4 구성요소로 확인되었으며, 다중회귀분석결과 비언어적 커뮤니케이션의 4 구성요소는 브랜드 이미지, 고객만족, 재방문의도 각각에 정(+)의 영향을 미치고 있는 것으로 나타났다. 본 연구는 결과를 통해 패스트푸드점 서비스 제공자의 비언어적 커뮤니케이션의 영향력을 확인하고 실무적 차원의 시사점과 이론적 차원의 시사점을 제시하였다.

• 복식문화연구
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• 제22권2호
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• pp.258-272
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• 2014

This study aims at comprehending the characteristics of fashion communications through case study about an art marketing that Prada develops in the field of modern fashion and providing theoretical materials on creativity-based art marketing and communication spread as expression strategy for brand philosophy and personality. For its research method, theoretical study was reviewed about art marketing and Prada's fashion philosophy and then cases on Prada's art marketing were analyzed according to their types. Prada's types in their art marketing are classified into several groups: support of art foundation and artists, differentiation via flagship store, application of image fashion, exhibition project, and cooperative work with different realms. From the above marketing strategies, we can find the values in that the brand image imbedded in enterprises with culture and art was contributable to set up the brand identity, that they were much beneficial to continuous activation for fashion culture and art fields, and that fashion communications of artistic emotion based on challenge and innovation were proposed. This fashion communication in Prada via way of art marketing is not just expression of Prada's luxury fashion brand but willingness to make their unique style from different facades. This also suggests the orientation that modern fashion should look forward to in finding a new way through cooperative relationship with other fields.

• 유통과학연구
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• 제20권6호
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• pp.109-123
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• 2022

Purpose: This research presents a practical tool aimed at increasing collaboration between designers and marketers for effective retail space branding. We present a design-related information processing model (DIP Model), which is a schematic map that includes cognitive theories which have design applications to retail space branding. Research design, data and methodology: Through literature review and practitioner opinion survey, 43 theories pertaining to the brand communication in retail spaces were selected, and design applications of the theories were analysed through field trips to stores of global brands. Results: The DIP Model consists of two axes: the information processing axis (i.e., encoding vsretrieval) and the regulatory focus axis(i.e., promotion vs prevention). Theories related to information processing axis are theories that facilitate the encoding and retrieval of information as intended by the company. Theories related to regulatory focus axis are theories that reinforce positive cognition and prevent negative cognition regarding the brand. Conclusions: The DIP Model is developed as a tool to categorise cognitive theories that are applicable to the design of brand communication in retail spaces. As such, the model can provide a better understanding of the role of behavioural design, with the aim of building stronger brands in retail spaces.

• 한국실내디자인학회논문집
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• 제21권1호
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• pp.30-39
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• 2012

The essence of brand identity is to draw an interrelation between user and brand based on user's desire. The housing cultural center is focused on brand identity for satisfaction of user. The purpose of this study is to inquire out the expression characteristics of brand Identity in housing cultural center according to analyze previous studies and case studies. The results of this study are summarized as follows. 'Uniqueness' is directly expressed through brand name or logo or through brand colors. 'Experience' is expressed as auditive expression through stimulation using a body and providing music. 'Relationship' has provided a communication environment or created relationship with brand by leading interaction with others. 'Estheticism' has increased visual satisfactory level by aesthetically sublimating lighting direction or form. 'Functionality' is expressed by providing various programs through smooth flow plan and grafting with the latest technology. 'Non-dailiness' has affected memory territory by inducing curiosity and astonishment through space modification or new and contrasting direction. The housing cultural center needs to be planned as a space where interaction of user and brand will be initiatively activated sensationally and psychologically by pursuing user-oriented brand identity.

• 한국조리학회지
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• 제14권1호
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• pp.107-122
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• 2008

The purpose of this study is to analyze the effects of the presenting type of menu labels(regular/descriptive) and knowledge level(high/low) on the advertisement(Ad) comprehension, attitude toward the Ad, attitude toward the brand, purchase intentions. For that reasons, 157 university students who are majoring in food-service management or culinary arts were conveniently selected as sample for $2{\times}2$ factorial design. A final sample of 153 responses were deemed usable and then two-way ANOVA was used for statistical analysis. The findings are as follows. First, there were significant differences between the presenting types of menu labels and communication effects including the Ad comprehension, attitude toward the Ad, attitude toward the brand, purchase intentions. It can be known that descriptive menu labels showed higher communication effects than regular menu labels. Second, there were significant differences between the knowledge levels and communication effects including the Ad comprehension, attitude toward the Ad, and purchase intention but not in attitude toward the brand. It can be known that consumers with relatively high knowledge levels showed higher the Ad comprehension, attitude toward the Ad, purchase intention than consumers with low knowledge levels. The results of this study can be used as data for more effective menu marketing and basic of further empirical study for effectiveness of menu labels.