• Journal of the Economic Geographical Society of Korea
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• v.25 no.4
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• pp.641-656
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• 2022

This article investigates how Baedal Minjok(BaeMin) has grown to be a dominant mobility platform operator in food delivery sector in South Korea and what roles its brand and branding have played in the process, drawing on the idea of origination. For the purpose, BaeMin is considered as a typical platformized mobility service provider and origination is framed to be an appropriate analytical lens for the business sector. For the origination conception, unlike mainstream neoclassical theory and concepts, is able to deal fairly well with the issues of imperfect competition, imperfect information, and monopolistic brand rent, which are apparent in today's platformized mobility services. Drawing evidence from textual data, empirical analysis pays particular attention to discursive and symbolic dimensions of BaeMin's socio-spatial biography. It is found that national origination underpinning ethnicity comprises an important pillar of BaeMin's brand and branding. Another form of place-based origination is also observed to matter, especially in the varied relation between the mobility service brand's owner and consumers. However, this configuration of BaeMin's brand origination has yet to be fully stabilized, as it has faced with serious challenges including brand vandalism and anti-brand movement especially since its merger to German food delivery platform giant Delivery Hero in 2020. This origination crisis moment appears to be associated with a series of contractions intrinsic to so-called 'platform capitalism'.

• Asia Marketing Journal
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• v.21 no.3
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• pp.65-82
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• 2019

This study examines the relationship between social media advertisement and customer interest in the context of luxury brands. Further, this study investigates the effective ways to utilize visual types (pictorial advertisement and video advertisement) and contents types (website link and hash-tag) in social media advertising by proposing a time-series model to estimate the long-term effect of social media advertising on social search. We find that the pictorial advertisements are more effective than video advertisements, which provides a different result from previous existing research. In addition, advertisements using hashtags are more effective than web links due to efficiency of the search feature. Finally, since the number of brand fans also have a positive effect on advertising interest, it is essential to utilize social media advertising for the enhancement of customers' interests. Confirming that the effectiveness of social media advertising varies depending on how the visual contents and text are presented, this research can help marketing managers to assess predicted outcomes of using various methods of social media advertising.

• East Asian Journal of Business Economics (EAJBE)
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• v.2 no.2
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• pp.53-57
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• 2014

Persuasive emotion advertising has great effect on attention and motivation. The using of negative emotions has been an interest in consumer psychology and advertising. This is because emotions place impact on consumers, attention and decision making. Emotions are also believed to cretin evoke brand name from memory. This paper presents the evidence for the impact of negative emotions by comparing then greater with positive emotions advertising.

• Journal of Distribution Science
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• v.14 no.10
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• pp.109-116
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• 2016

Purpose - This study investigates the purchase pattern relating to soybean products in Korea. Specifically, the effect of branding based on a regional name was analyzed in terms of consumer purchase frequencies. The primary purpose of this study is to understand why family characteristics affect product selection for a regional brand in the soybean food category. Research design, data, and methodology - We used data collected by the Rural Development Administration (RDA) of Korea. The RDA has monitored agricultural food consumers for years in order to obtain purchase records. Panel participants live in regions near the capital city of Seoul, Korea. Examining data from January 2010 to May 2016, 667 families were selected for analysis. The final data set was 1,335,402. Each purchase item by each individual family was aggregated to a countable weekly observation. To analyze the data set quantitatively, zero-inflation regression was adopted, which was appropriate to avoid biases from overly dispersed observations. Results - We hypothesized the effects of regional branding from the viewpoint of the family characteristics. The first hypothesis was that the number of children would be positively associated with the purchase of a regional brand of soybean products. The result strongly supported this hypothesis. The second hypothesis was that the number of family members would be negatively associated with the purchase of the soybean products of a regional brand. Based on empirical analysis, we concluded that this hypothesis was partially supported. The third hypothesis was the presence of an interaction effect between the number of children and the family size, which was supported by the results. As a supplementary analysis, we also tested mean-variance differences in terms of categories and regional branding with corporate branding. Conclusion - The results of this study provide insights for regional branding strategies in agricultural food management. This study appears to be one of the seminal studies trying to analyze purchase patterns from longitudinal observations. In addition, this study adopted variables characterizing family lifestyle. This study confirmed that children and family size should be considered when soybean product brands are introduced.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.1
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• pp.457-470
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• 2021

The banking system provides a number of important functions for the economy and is also the lifeblood and financier of the economy in each country. Large amounts of idle money have not been exploited by banks; however, banks still depend on loans, including loans from foreign banks, to meet the growing demand, as such, for banks, the cost of capital is high, the stability and business efficiency are low and banks have not promoted their internal resources to grow steadily. To achieve the goal, this research analyzes the factors affecting the choice of bank for the deposit decisions of customers in Vietnam. The study used a sample data of 250 individuals and SPSS software was used to analyze the data. The results showed that customer policy has a positive effect on customers' deposit decisions in a bank, and this is new evidence regarding behavioral theory in the case of Vietnam. Results further demonstrated that other factors such as employee image, brand, interest rate, relative influencing, and transaction time positively impact the choice of bank for the deposit decisions of customers. However, the bank's promotion strategies had no impact on the choice of bank for the deposit decisions of customers. Besides, employee image is the most influential factor in the deposit decisions, followed by the bank's brand and interest rate.

• Journal of Distribution Science
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• v.13 no.10
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• pp.135-142
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• 2015

Purpose - Following the speedy development of the smart phone industry, tourism companies started to increase their brand recognition and sales volume by adopting mobile applications. However, applications for tourism industries are still insignificant. This study tries to analyze empirical evidence from Korean and Chinese consumers who have used mobile tour applications. By using an expansion of the technology acceptance model (TAM), this study will find what factors have effects on user intention for mobile tour applications. The findings will be helpful for the development of mobile tour applications and the tourism industries. Research design, data, and methodology - This study uses the TAM, which was presented by Davis in 1989. This study uses consumer acceptance level, consumer choice attitude, and use intention as the basic variables to fit to the TAM, and adopts choice content quality, brand value, and usage motivation as additional variables to analyze. This study has developed several hypotheses and collected data from 620 users who used mobile applications for tourism during April 1 to April 30, 2015. A total of 612 valid questionnaires were collected and used in the data analysis. The data was analyzed with structural equation modeling using SPSS Win/pc and Amos 22.0. Results - The findings can be summarized as follows: First, the content quality affects the consumer acceptance degree and choice attitude. Second, the brand value has a directly positive effect on the consumer acceptance degree and choice attitude. It is clear that the content quality and brand value play important roles in raising consumer acceptance and choice attitude. Third, usage motivation has no effect on the consumer acceptance degree and choice attitude. Fourth, the acceptance degree does not have any effect on the consumer choice attitude. Fifth, the acceptance degree affects the use intention. Last, the consumer choice attitude affects the use intentions. This indicates that consumer acceptance and choice attitude must both be achieved to induce use intention among consumers. Finally, the effects of the mobile tour application content quality and brand value on consumer acceptance degree and choice attitude were confirmed. Additionally, the effects of the consumer acceptance degree and choice attitude on use intentions were analyzed. Conclusion - It is not meaningful for tourism marketing to launch tour applications in the mobile market without understanding tourism consumer characteristics. When developing mobile tour applications, companies should focus on the characters of consumer choice attitudes as high quality, high brand value, usefulness, and ease of mobile tour applications. This study has limitations in that it did not consider negative factors such as perceived risks or analyze whether there are differences between Korean and Chinese consumers. In the future, we will consider equipping the same mobile tour applications commonly used by both Korean and Chinese consumers, and then examine negative factors as well as the differences in mobile tour applications between Korean and Chinese consumers.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.7
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• pp.293-302
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• 2020

Capital mobilization is a traditional business of commercial banks and is one of the core foundations for the development of a bank. Capital mobilization is the main input in the operation of a bank, and this is also the basis for generating output for credit activities as well as other banking activities. This study aims to determine the main factors that affect the decisions of individual customers to put savings deposit in Vietnamese commercial banks. Survey data collected from 403 individual customers were analyzed to provide evidence. The results from the multiple regression analysis by using SPSS software revealed that all scales in this study were reliable, and there were six components impacting the savings deposit decision of individual customers from the strongest to the weakest in the following order: the form of promotion, bank brand, service quality, interest rate policy, and employee knowledge and attitude. Besides, the finding showed customers who have high income tend to have a stronger decision on savings deposits in commercial banks. The main findings of this article provide some empirical implications for marketers in banks and serve as a suggestion to improve these factors in order to retain and attract individual customers' savings deposit decisions.

• Proceedings of the Korea Society for Industrial Systems Conference
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• 2008.10b
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• pp.235-245
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• 2008

The interactive advertisement is already on satellite and cable broadcasting hereafter the introduction of this system is concerned on terrestrial programs. This study is to research the effectiveness of interactive TV advertising focusing on factors of involvement and interaction. Study started for the effect measurement of interactive television advertisement. Interactive television advertisement has different concept than existing television advertisement. Thus, the effect also needs to examine in other methods. Study is mainly focusing on the characteristics of interactive and the experiments, which was based on existing data, for measurement of effect. In the experiments, the characteristics were categorized in a search time, a number of searched pages about interactive television advertisement. The research finds that the involvement of the audience increases when the interaction of advertising attitude, brand attitude, and purchase intentions also increases. And so, a successful interactive TV advertisement results in longer searching hours and greater it visits by the audience when the interaction factors are considered and increased. By study of consumer's characteristics and behavior, a new method of the effect measurement for interactive television advertisement is provided. The new method includes not only existing measurement elements of television advertisement which are attitude on advertising and brand, and customers' purpose, but also the features of interactive television advertisement, which are search time, a number of searched pages. Recently added features provides data of the effect on high/low groups and it contributes to the process of interactive television advertisement. Study on interactive television advertisement will be helpful to plan an effective strategy by suggesting the theoretical evidence of its effect.

• Journal of Information Technology Services
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• v.20 no.5
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• pp.43-54
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• 2021

Currently, citizens' expectations and concerns on utilizing artificial intelligence (AI) technologies in the public sector are widening with the rapid digital transformation. Furthermore the level of global acceptance on the AI and other intelligent digital technologies is augmenting with the needs of non-face-to-face types of public services more than ever due to the unforeseen and unpredictable pandemic, COVID-19. Thus, this study intended to empirically examine what policy directions for the public should be considered to provide well-designed services as well as to promote the evidence-based public policies in terms of Al speaker technology as a non-contact smart city service. Based on the survey of senior citizens' perceptions on AI (AI Speaker technology), this study conducted structure equation modeling analyses to identify whether technology acceptance models on to the varied dependent variables such as actual use, perception, attitude, and brand royalty. The Results of the empirical analyses showed that AI increased the positive level of citizens' perception, attitude and brand royalty on non-contact public services (smart city services) which are becoming more crucial for developing AI oriented government and providing intelligent public services effectively. In addition, theoretical and practical implications are discussed for understanding the changes of public service in the post-corona.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.17 no.9
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• pp.394-400
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• 2016

This study reviewed critically the music regulations of broadcasting advertising and analyzed the post reviews of Korea Communications Standards Commission(KCSC) to find their problems and suggest alternatives for their improvements. As general core regulations, lyrics changes of children's song is banned except in non-commercial public advertising and lyrics changes to folk songs are permitted unless it includes the product related expressions, such as brand name; both of their arrangements are permitted. According to the items, the lyrics of the CM song of drug advertising should not include its brand name; alcoholic beverage advertising is banned if the lyrics of the CM song include product-related brand name or an expression encouraging drinking. The rationales of these regulations of restrictions or prohibitions of music in broadcasting advertising are unclear and are insufficient. Therefore, it will be necessary to improve them based on the evidence or knowledge by more valid research in the future.