• Journal of Agricultural Extension & Community Development
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• v.22 no.4
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• pp.385-393
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• 2015

This study is to develop evaluation indicator for brand self-diagnosis of agricultural management organizations and analyze importance weight to be used in the field. Self-diagnosis evaluation indicator of brand equity of agricultural management organizations were selected by brainstorming of brand specialists. As a result, six evaluation indicator of communication, organization, responsiveness, clarity, customer relations and quality control were selected. Importance weight of self-diagnosis evaluation indicator of brand equity of agricultural management organizations was analyzed by AHP(Analytic Hierarchy Process) and Fuzzy AHP. The results of Fuzzy AHP were as follows. Communication for 13.9%, organization for 6.5%, responsiveness for 9.9%, clarity for 7.7%, customer relations for 26.5%, and quality control for 35.5% respectively. In order to enhance brand equity of agricultural management organizations, first, cultivation guidelines should be set up to produce equal quality products among members. Second, quality levels need to be subdivided, brands and packages should be different by level. Third, persistent efforts to find new clients and distributors. Fourth, various efforts to maintain the existing excellent clients and distributors.

• Journal of the Korean Society of Costume
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• v.62 no.1
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• pp.137-151
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• 2012

The purpose of this study was to examine how recently fashion brands tried to design Facebook contents for their promotion strategies, and how to encourage customer's empathy and participation for communication content. For this study, 17 domestic and foreign fashion brand facebook contents were analyzed. The results of the study were as follows. First, fashion brands provided product information through various methods such as the Facebook fan styling pictures contest which attracted voluntary participation from fans, an emotional product introduction video with effective storytelling techniques, and pictures and videos of a new season collection that were always viewable and able to be evaluated. Secondly, Facebook contents of brand promotion that contributed to the brand image and loyalty formation were identified. Fashion brands encouraged their fans to be involved in socially-oriented marketing and brand community. Moreover, telling the story of the brand history and brand management enhanced brand involvement of fans. Finally, fashion brands communicated actively with their fans providing information that aroused their interest. They gave tips on how to improve the quality of life, provided useful applications that offered various benefits in everyday life. Based on this result, implications of Facebook contents management as a promotion strategy were further discussed.

• The Research Journal of the Costume Culture
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• v.19 no.5
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• pp.1088-1101
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• 2011

The purpose of this study was to examine the outdoor sportswear purchase behavior, outdoorwear sportswear brand preference, functional fabric awareness, and benefits sought. The research was performed through in-depth interview during February to March 2011. Data were collected from 10 consumers who had purchased outdoor sportswear and experienced camping in 6 months. First, the results from study showed that functionality/comfortability, design, color, and brand name were important factors in selecting outdoor sportswear. Offline stores were the main place to purchase, however, internet shopping mall and portal online community were another shopping channel as well. Second, respondents preferred imported outdoor sportswear brand to national brand. According to the study, the respondents trusted the imported outdoor sportswear quality based on the brand name, value, and brand history more than national brand. Third, consumers who had low functional fabric awareness were more likely to evaluate apparel products based on the brand name. Knowledge levels for textile functions were high in elastic, UV protection, air permeable, and antibacterial properties. The essential features for camping were water absorbing and quick dry, water resistance, wind proof, UV protection, and fire retardant properties. Finally the results showed that there were two sportswear benefit soughts: functionality and status ostentation.

• Journal of Internet Computing and Services
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• v.14 no.4
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• pp.91-100
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• 2013

In recent years, online brand communities, whereby firms and customers interact freely, are emerging trend, because customers' opinions collected in these communities can help firms to achieve their innovation effectively. In this study, we examined whether customer opinions containing negative emotions have influence on their adoption for organizational innovation. To that end, we firstly classified negative emotions into five categories of detailed negative emotions such as Fear, Anger, Shame, Sadness, and Frustration. Then, we developed a lexicon for each category of negative emotions, using WordNet and SentiWordNet. From 81,543 customer opinions collected from MyStarbucksIdea.com which is Starbucks' brand community, we extracted terms that belong to each lexicon. We conducted an experiment to examine whether the existence, frequency and strength of terms with negative emotions in each category affect the adoption of customer opinions for organizational innovation. In the experiment, we statistically verified that there is a positive relationship between customer ideas containing negative emotions and their adoption for innovation. Especially, Frustration and Sadness out of the five emotions are significantly influential to organizational innovation.

• Journal of Digital Convergence
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• v.13 no.10
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• pp.235-243
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• 2015

Because modern people are not preferred on the relationship between the brand and there is no reliable target in accordance with the traditions and community collapse, the public stable state of mind in a world that changes rapidly as the exit filled through the psychological emptiness, the relationship between consumers and brands, which this time occurs It will be able to maintain. The purpose of this study is to analyze the mediating effect of the convergence apartment brand relationship quality influence on the relationship between brand loyalty. The results of the analysis are as follows. First, the image of the brand showed a positive (+) effects on loyalty. Second, the image on the brand showed a positive(+) effect on the relationship quality. The third relationship quality brand image and brand loyalty will be mediated. Results in apartment construction companies as a result of the mediating effects influence the quality of the relationship between consumers and the brand image and loyalty and feel to consumers and to enforce effective marketing strategy may also be pursued strategies accordingly.

• The Journal of Asian Finance, Economics and Business
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• v.9 no.5
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• pp.335-343
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• 2022

Corporate social responsibility is becoming increasingly important to organizations, and it has received a lot of attention from the general public and marketing academics. This study aimed to look at the many aspects of corporate social responsibility and see how brand reputation and brand love play a role in the relationship between corporate social responsibility and customer purchase intent. To reach the end, this research applied the theory of social exchange and corporate social responsibility to explain the relationship between the variables. The Partial Least Squares was applied to analyze data collected from survey questionnaires in the Hanoi market (Vietnam) to test the proposed hypothesis. The study resulted in 239 valid survey questionnaires which can be used to test hypotheses by applying SmarPLS software. The results indicated that there are three key elements of corporate social responsibility from customers' perspectives: responsibility to customers, responsibility to the environment, and responsibility to the community. Interestingly, brand reputation and brand love contribute as mediating roles in the correlation between corporate social responsibility and customer purchase intention. Finally, the authors discussed the findings and the implications of this research in both theoretical and practical aspects, as well as the limitations that future research can focus on.

• Journal of Distribution Science
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• v.22 no.7
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• pp.33-42
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• 2024

Purpose: The furniture industry has a huge potential for growth in Indonesia. Due to Indonesia's vast natural resources, furniture designers, makers, and retailers are given ease of access. The research analyzes the influence of service quality, promotion, product, and price on brand image and purchase intention in Indonesia's furniture distribution channels. Research design, data, and methodology: The variables used are service quality, promotion, product, price, brand image, and purchase intention. This research is cross-sectional research, which will be conducted among the furniture consumers in Indonesia, from the Instagram followers of a community as of 31 July 2023 with 837.5 thousand followers. The tools that will be used are surveys, conducted according to the sample size and processed using SMARTPLS 4 and the SEM-PLS model. Results: The findings urge that some variables have a significant influence on purchase intention directly but become less significant when influenced by brand image. Some variables can influence purchase intentions significantly through brand image, even if the certain variable did not have a significant influence on purchase intention directly. Conclusions: By knowing the significance of the variables towards brand image and purchase intention, ones with major influence can be implemented as a strategy to improve marketing in Indonesian furniture distributors.

• Archives of design research
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• v.18 no.4 s.62
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• pp.5-14
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• 2005

Local self-governing bodies have created community identity to activate local communities. community identity is one of the very effective ways to establish a different image from other self-governing bodies and to raise locals' love of hometown and sense of belonging. In addition to community identity., there are several things to form identity such as symbols (like flowers, birds, and animals) of local self-governing bodies or characters visualizing figures, tradition, and specialties of the region. Recently local governments have introduced various programs such as brand planning like city brand, and local events. This study analyses the basic elements, like symbol mark, logotype, and color, among visual elements of the current local self-governing bodies community identity. and conducts a comparative analysis of the visual elements of symbols and characters. The results show that those community identities and other design elements lack differentiation and consistency among visual elements. To create differentiated image of local self-governing bodies, it needs to develop unique and various themes of the region and to generate synergy effect through consistency and interactions among various visual effects based on community identity.

• The Research Journal of the Costume Culture
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• v.23 no.5
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• pp.906-921
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• 2015

This study analyzed the effects of consumers'sense of community regarding outdoor brands on behavioral commitment, purchasing satisfaction, and repurchasing intention and analyzed the effects of behavioral commitment and purchasing satisfaction on repurchasing intention. Additionally, this study analyzed the differences in sense of community, behavioral commitment, purchasing satisfaction, and repurchasing intention according to the types of outdoor consumers'consumption values. A survey was conducted from July 20th to 30th, 2015, and 527 responses were used for the analysis. The results of this study are as follows. First, consumers'sense of community regarding outdoor brands was classified into mutual influences, sufficiency necessity, emotional connectedness, and sense of belonging. Second, outdoor consumers'sense of community had positive impacts on behavioral commitment, purchasing satisfaction and repurchasing intention. Third, outdoor consumers'behavioral commitment and purchasing satisfaction had positive impacts on repurchasing intention. Fourth, there were differences in the outdoor consumers'sense of community, behavioral commitment, purchasing satisfaction, and repurchasing intention according to the types of consumption values. Therefore, outdoor brands can strengthen the relationship with customers considering values and behavior, suggesting the need for a strategy that promotes consumers'sense of community with sustainable management activities that save the environment and local community.

• Journal of Intelligence and Information Systems
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• v.20 no.1
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• pp.67-101
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• 2014

The use of new technology greatly shapes the marketing strategies used by companies to engage their consumers. Among these new technologies, social media is used to reach out to the organization's audience online. One of the most popular social media channels to date is the microblogging platform Twitter. With 500 million tweets sent on average daily, the microblogging platform is definitely a rich source of data for researchers, and a lucrative marketing medium for companies. Nonetheless, one of the challenges for companies in developing an effective Twitter campaign is the limited theoretical and empirical evidence on the proper organizational usage of Twitter despite its potential advantages for a firm's external communications. The current study aims to provide empirical evidence on how firms can utilize Twitter effectively in their marketing communications using the association between brand personality and brand engagement that several branding researchers propose. The study extends Aaker's previous empirical work on brand personality by applying the Brand Personality Scale to explore whether Twitter brand communities convey distinctive brand personalities online and its influence on the communities' level or intensity of consumer engagement and sentiment quality. Moreover, the moderating effect of the product involvement construct in consumer engagement is also measured. By collecting data for a period of eight weeks using the publicly available Twitter application programming interface (API) from 23 accounts of Twitter-verified business-to-consumer (B2C) brands, we analyze the validity of the paper's hypothesis by using computerized content analysis and opinion mining. The study is the first to compare Twitter marketing across organizations using the brand personality concept. It demonstrates a potential basis for Twitter strategies and discusses the benefits of these strategies, thus providing a framework of analysis for Twitter practice and strategic direction for companies developing their use of Twitter to communicate with their followers on this social media platform. This study has four specific research objectives. The first objective is to examine the applicability of brand personality dimensions used in marketing research to online brand communities on Twitter. The second is to establish a connection between the congruence of offline and online brand personalities in building a successful social media brand community. Third, we test the moderating effect of product involvement in the effect of brand personality on brand community engagement. Lastly, we investigate the sentiment quality of consumer messages to the firms that succeed in communicating their brands' personalities on Twitter.