• Journal of Information Technology Applications and Management
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• v.22 no.1
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• pp.17-36
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• 2015

Many companies are now trying to utilize SNS (social network service) by building it as marketing communication platform that delivers marketing messages and builds customer relationship. This study investigates the factors affecting consumers' intention to use of brand's SNS identity page (e.g., fan page in Facebook). It specifically focuses on four social support functions -self-esteem, informational, emotional and social networking support-in virtual space. Research model attempts to explore the impact of social supports on brands' SNS identity page adoption with modified technology acceptance model which includes perceived usefulness, ease of use and enjoyment. Empirical study adopts SEM (structural equation modelling) to test research model. The result indicates that perceived ease of use is influenced by informational support, and perceived usefulness is influenced by informational, emotional, and self-esteem support. And perceived enjoyment is influenced by emotional support. In addition, it reveals that there were no significant effects of social networking support on both perceived usefulness and enjoyment. These findings provide managerial implications for attracting potential and actual customers to brand's SNS identity page. And it also suggests the importance of managing sociability in brand's SNS identity page to make it as marketing communication platform.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.8
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• pp.1222-1230
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• 2007

This study measured the PPL communication effect whether the respondents had purchased the PPL products in the movie or not. The experiment of this study was held to females in their twenties(mostly university or graduate school students), and they answered the questionaries after being exposed to the 15-minute-edited movie. The results were as follows. In cognitive dimension, there were no differences of the recognition and the recall between two groups. In emotional and behavioral dimensions, the group with the purchase experiences of the PPL brands in the movie showed the more positive brand attitude and the higher purchase intention. The implications based on this results are as follows. First, to strengthen the brand image, the brand identity has to be established systematically. Second, the fashion marketers should constantly implement CRM(Customers Relationship Management) to the customers who purchased the brand products to make them loyal customers.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.20 no.5
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• pp.97-105
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• 2020

As smartphone app use and untact consumption activities become more common, a new consumption environment is starting. The purpose of this study is to measure preference and brand trust as an advertising effect through experience of UI functional factors of shopping brand app and to establish causal structural relationship to satisfaction.Based on theoretical research, the research model was set and the data of 223 people collected in the survey were analyzed using the SPSS 25.0 program.App UI functional factors partially affect advertising effects, and advertising effects have been found to affect satisfaction. This could provide basic research on marketing communications for brand shopping apps.

• Journal of the Korean Society for information Management
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• v.32 no.3
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• pp.237-260
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• 2015

This study attempts to investigate the perception of professionalism of librarians in public libraries and difference in that regard between librarians and library users in terms of branding and brand communication. To achieve this goal, a series of statistical analysis was conducted using a questionnaire survey of librarians in public libraries and library users. The results showed that brand communication between public librarians and library users is inactivated for each element. Therefore, they need external branding that relates to the public libraries and librarians characteristics in professionalism for library users and internal branding that relates to librarian's professionalism and the expertise of librarians so as to improve brand communication further.

• Korean Institute of Interior Design Journal
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• v.23 no.1
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• pp.14-22
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• 2014

The purpose of this study is to provide the connectivity between the preference of architectural buildings and automobile companies as the most widely used background images for automobile advertisements. Based on the familiarity of the brand, the complexity of the message, and the novelty of the advertisement, this research is discovered with preferred images of automobile companies as well as the connectivity by analyzing architectural buildings emerging with various background images of automobile advertisements. After analyzing all three elements for the advertising communication, the conclusions through case investigations of nine automobile companies are the below. Firstly, the familiarity of the brand from nine automobile companies was high ranked satisfaction scores after questionnaire surveys. Secondly, all the aspects for the space, formative, material, height, and utilization related to the complexity of the message are not only matched the preferred images which automobile companies persue but the same preferred design elements after reviewing the most preferred and next most preferred images from the companies. Lastly, the methods for emphasizing the automobile itself which is related to the novelty of the advertisement simplify background images along with preferred artificial structures.

• The Journal of the Convergence on Culture Technology
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• v.4 no.1
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• pp.225-230
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• 2018

Local brand and local branding is becoming one of fast-growing areas in management. Many local governments participate in local branding project like local festival, local product brand, place marketing. The study identified the characteristics and concepts of local brand and local branding and also suggests some categories of local brand. Empirical study showed low awareness and low trustworthiness for Chungnam local product brand. But brand showed high influence on the consumer's buying intention for the agricultural product. This results suggests the implication that brand is the important for consumer's buying behavior in agriculture industry and local brand has some task for marketing communication for its awareness and trustworthiness.

• Journal of Communication Design
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• v.63
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• pp.336-347
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• 2018

Nowadays, in Korea, the number of campers is increased over 5 million. Many Korean camping brands have excellent qualities however, a lot of times weak brand identities to be globally known. The purpose of this study is to provide helpful sources to have strong brand identities, add more values based on related word research from big data and market research. The data is to be analysed by sensible & cognitive approaches. The keywords for the sensible research are 'camping, camp, camping brand, and camping design'. Then 17 representative oversea brands and 10 Korean brands were analysed for the market researches. From related word research from big data, we can find out the thinking process of potential consumers, how people communicates to exchange information, and what can be the sources to add brand values. Also from the market researches, we were able to find that successful brands have distinctive brand identities, stories, logos with representable colors and they continuous produce signature designs and own way of color matching.

• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.4
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• pp.545-559
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• 2015

This research investigates consumer responses to different types of fashion film used in national women's wear brands. The content analysis was conducted as a preliminary study for women's wear fashion brand based on the 2012/2013 fashion brand yearbook. Three types of fashion film (Wearing Apparel Products, Brand Advertising and Storytelling were used as stimuli for the present study. We analyzed 224 data gathered using SPSS 22.0. The results showed significant differences among types of fashion film in regards to film attitude, product evaluation, creativity, information literacy, re-watching intention and word of mouth intention variables. This study revealed that the Brand Advertising type received the most positive evaluation in many aspects. Especially, the Storytelling type received the most positive evaluation in creativity. Wearing Apparel Products type gained high points in information literacy. The present study helps brand managers determine a fashion film that best suits each brand characteristics.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.4
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• pp.917-928
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• 2021

This study is an empirical investigation of the effectiveness of guerrilla-marketing techniques in creating a positive brand image among generation Y (millennial) consumers. Five guerrilla techniques practiced by companies-such as viral marketing (EWOM), stealth marketing, ambush, graffiti, and clickbait ads-were studied, and hypotheses were proposed. This study adopted a quantitative approach and a questionnaire using the non-probability sampling technique was developed to collect data and self-administered to 248 millennial respondents on various university campuses. The data collected were analyzed through structured modeling on AMOS. The findings of this research revealed that guerrilla marketing affects symbolic and experiential brand image. Further, the results revealed that stealth marketing, graffiti, and click bait advertising were found to be influential on both symbolic and experiential brand images. As an exception, the hypotheses for ambush marketing were found to have no significant influence on the brand image (symbolic and experiential). Moreover, ambush technique in campaigns may have a negative impact on the brand image. Conversely, the study found that clickbait ads had a significantly negative influence on experiential brand image. Consequently, the results of this study strengthen past findings and concluded that guerrilla marketing techniques are beneficial communication tools in the limited marketing budgets.

• Science of Emotion and Sensibility
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• v.11 no.4
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• pp.599-612
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• 2008

Today, communication trend of financial brand has changed fast with more foreign financial brand's introduction, emerging financial brands through the openness. With the trend of changing, companies are introducing various marketing methods to differentiate its brand image. And color marketing becomes an important tool for the differentiation. However, except a few brands, brand color which expresses management character of a company is different from the customer's preferred color which is based on investors' investment tendency. This may be related to the brand Image which is final goal of communication. Therefore, this study suggests effective communication method between company and customers by analyzing preferred color of customers by their investment tendency and comparison analysis security firms' color marketing strategy. As a result, it was found that Roland Barthes symbolic meaning of colors is different from the symbolic meaning of the groups of investor tendency. For example, I assumed that aggressive investors preferred strong color like red or orange, but the survey result was far from my assumption. I hope this study can be a good foundation for logical and scientific marketing in communication between security companies and customers in more open market with introduction to the Capital Market Consolidation Act.