• Industrial Engineering and Management Systems
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• v.12 no.2
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• pp.143-150
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• 2013

The number of airline passengers in China has rapidly increased, so understanding the relationship between brand equity of airlines in China and ticket purchase intention of Chinese passengers is important for airline business success in China. Using the structural equation modeling, this study explores the relationships among determinants of brand equity as well as the relationships between brand equity, transition cost, and purchase intention. The major findings are: brand equity of airlines directly influences purchase intention; transition cost directly influences brand equity; and transition cost indirectly influences purchase intention in China. In addition, the results show that marketing strategies using the airline brand can be more effective for certain customer groups, including high income customers, married customers, government servants, and businessmen.

• Asia Marketing Journal
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• v.12 no.4
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• pp.183-201
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• 2011

In case of Aju capital, it adopted a strategy to use a single brand not two separate brands after M&A was completed. In order to implement this strategy, it has endeavored to effectively process the work of shifting existing marketing infrastructure of DAEWOO capital, the mergee, spending enough transition time for the brand migration. In the process of merging, Aju capital picked the strategy to use the brand of mergee first, which is the Daewoo Capital brand, and then took a transition time for a while to converge to the single brand of Aju capital. Putting another way, even if the M&A deal was completed back in 2005, it maximized the effect of launching its final brand "Aju capital" by capitalizing on the positive image of "Daewoo" during the transition time and changing its name just in the right moment. In a bid to implement this strategy successfully, it established a cautious but sophisticated brand migration strategy. 1) "Brand bridge" strategy through reinforcing brand power of "Naegeron", which is an individual product brand of Daewoo Capital 2) Establishing a good brand image through reinforcing customer satisfaction 3) It implemented and completed its brand transition initiative by going through the step of Aju Capital brand unification (from Sept 09 to present) Currently, the sales unit of Aju Capital is realizing quality growth through specialization. It's strategy is to construct a systematic sales portfolio in terms of both quality and quantity through product-by-product specialization where the existing practice was selling a variety of products in a single branch. Back in 2009, it opened a branch that specialize in imported cars and expanded its used car business to 6 specialized locations. Besides, the specialized locations for personal loan named "Naegeron" was expanded from 3 to 11 locations. Recently, it is expected that it will inject vigor to retail and corporate financing business alongside with its core business, which is auto financing.

• The Research Journal of the Costume Culture
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• v.15 no.3 s.68
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• pp.525-540
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• 2007

This study intended to construct the brand switching matrix in the Korean casual wear market and to analyze it in various aspects. 1,014 sample data were collected in Seoul area, a center of fashion retailing. Since the respondents cited over 200 brand names as their last 2 purchased casual wear brands, 15 most frequently-purchased brands were selected for constructing the brand switching matrix. As a result of the examination, it was founded that the brand loyalty was dominant rather than brand switching in the casual wear market. Polo was identified as the leading brand in the market. Its brand equity, which was comprised of brand recognition, brand preference (loyalty), perceived quality, and brand association, was evaluated very high. Especially, the strength of Polo was the consumer's strong preference and the brand image of simplicity, naturalness, and neatness. After combining 15 brands into 6 groups based on the style and price, additional interpretation was performed on this 'trend switching matrix.' A transition of fashion trend in casual wear was observed. Applying the brand switching matrix on fashion products gave us much insight to the market.

• Journal of Technology Innovation
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• v.15 no.2
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• pp.61-81
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• 2007

A typical small firm in consumer goods sectors of developing countries is an OEM supplier to big MNCs. Lacking design and marketing capability, a small firm relies on the MNCs for survival but their long term growth is not guaranteed as the MNCs are always looking for, and ready to relocate to, cheaper production sites. In this light, we can say that there is something like "OEM trap" from which most firms from LDCs find difficult to move out (Lee 2005). In this situation, one way for long term growth and catch-up is to make a transition to the OBM (own brand manufacturer). But, the transition is not easy or even risky. This paper analyzes the cases of three companies in Korea to find out common features in their successful transition to OBM. They are Aurora World (a flush toy maker), Hankook Chinaware (a chinaware maker), and Hanacobi (a plastic-made food container maker with the Lock-and-Lock brand). These firms can be commonly characterized by 1) arranging access to external knowledge base and steady increase of in-house R&D efforts and capabilities leading to acquisition of formal IPRs and their management, and 2) establishment of global production networks with factories in lower-income countries as well as their own independent global marketing network.

• Culinary science and hospitality research
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• v.17 no.5
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• pp.139-153
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• 2011

The study is a hotel firm's brand evidence on the switching and relational performance by identifying a causal relationship to the differentiated and competitive was to provide useful information. Units of samples for evidence of brand switching hotels in Seoul participated in surveys customers in 2011, from June 10 to 20 July 2011 for a total of 500 copies for distribution and the Department of dual 408 with SPSS 18.0 and AMOS 18.0 Using factor analysis and reliability verification carried out, and presented research in order to test the hypothesis covariance structure analysis was performed. Analysis, employee services switching barriers and switching costs showed no significant affect. Switching barriers and switching costs, brand name, image congruence transition castle wall and switching costs, alternative attractiveness showed no significant visible results. And perceived price on switching barriers to conversion rates showed was significant affect. Second, switching barriers, switching costs, alternative attractiveness and that the relationship, to help conversion of non-financial performance showed no significant affect. Third, the practitioner services, brand names, images, match the castle there, and non-financial performance of the transition showing a statistically significant result was found.

• The Research Journal of the Costume Culture
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• v.32 no.2
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• pp.199-214
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• 2024

Until now, research on consumers' purchasing behavior has primarily focused on psychological aspects or depended on consumer surveys. However, there may be a gap between consumers' self-reported perceptions and their observable actions. In response, this study aimed to investigate consumer purchasing behavior utilizing a big data approach. To this end, this study investigated the purchasing patterns of fashion items, both online and in retail stores, from a data-driven perspective. We also investigated whether individual consumers switched between online websites and retail establishments for making purchases. Data on 516,474 purchases were obtained from fashion companies. We used association rule analysis and K-means clustering to identify purchase patterns that were influenced by customer loyalty. Furthermore, sequential pattern analysis was applied to investigate the usage patterns of online and offline channels by consumers. The results showed that high-loyalty consumers mainly purchased infrequently bought items in the brand line, as well as high-priced items, and that these purchase patterns were similar both online and in stores. In contrast, the low-loyalty group showed different purchasing behaviors for online versus in-store purchases. In physical environments, the low-loyalty consumers tended to purchase less popular or more expensive items from the brand line, whereas in online environments, their purchases centered around items with relatively high sales volumes. Finally, we found that both high and low loyalty groups exclusively used a single preferred channel, either online or in-store. The findings help companies better understand consumer purchase patterns and build future marketing strategies around items with high brand centrality.

• Archives of design research
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• v.13
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• pp.139-150
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• 1996

This study is to develop brand renovation identities for kolon mode and 5 other brands: Arthur dixon, Arpeggio, Manstar, Just, Bella. Since those brands have their own identities for about 10 to 20 years, new images have to be made very carefully based on the examination of old identities whether they fit their concepts. lifestyle of their consumers, fasion trends and so on. The typical way of adopting a renovation identity for a existing brand is to consider a transition part which never needs to be considered for a new brand.

• Korean Institute of Interior Design Journal
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• v.24 no.3
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• pp.104-112
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• 2015

This study purposes drawing changing tendency of apartment kitchen areas and character of that by figuring out type, form and per period cause of change of brand apartment kitchen areas. I adopted subject of study as the six leading construction companies considering the apartment rankings of brand and subcontract from 2001 to 2015 when brand apartment was activated(Samsung C&T corporation Raemian, Daelim Industrial Co., Ltd E-pyeonhansesang, Daewoo E&C Prugio, GS E&C XI, Posco E&C The sharp, Hyundai E&C Hillstate) and analyzed kitchen plane of $84m^2{\sim}102m^2$ housing units which were in great demand from apartment housing market. Also, I drew changing trends of kitchen areas by conducting a model house field survey. Through this study result, I will expect the utility of baseline data which is necessary for space development by figuring out kitchen culture, flows and cause of change.

• Journal of Service Research and Studies
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• v.7 no.4
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• pp.15-38
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• 2017

The purpose of this study is to look into the consumers who show the consumption patterns of brand switching and repeated purchasing, find the decision factors of their brand switching and repeated purchasing, analyze the difference in marketing response variables being represented as corporate promotion activities in the brand switching and repeated purchasing process, and provide a suggestion to apply the result to marketing Therefore, it tries to help the firms, which develop push marketing as the result of excessive competition between distributors and sales competition focusing on external appearance, recognize consumers as individual substances; to propose proper efficient promotion activities; to let consumers increase loyalty to their trademark and continue to purchase their products repeatedly; and to induce competitor brand consumers to do brand switching. The results of this study are presented as follows: First, consumers who prefer events, price discount, samples, and product premium which means the products with brand or logo on them had the feature of repeated purchasing. Secondly, service benefit, point-type promotion, cost-saving satisfaction didn't affect brand switching, and only the consumers who prefer coupon-type promotion did brand switching. Thirdly, a distribution type produced the moderating effect between the repeated purchasing and coupon and coupon-type promotion, and between brand switching and service benefit.

• The Transactions of The Korean Institute of Electrical Engineers
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• v.59 no.4
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• pp.733-739
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• 2010

We developed to have an automatic transferring function of a two-motors-driven electrical scooter for women or seniors to use conveniently it since it has been previously to operate it in manual only. The function would be implemented by using master and slave micro-control units(MCU) in the system with the given input and output signals. The simulation and test of the system results show that the transition conditions of either higher accelerating speed and/or higher torque are demonstrated at the worst conditions, which means that the transition points might be set either at the 70% of accelerating speed or from the 100% of load torque. The developed equipment is very useful and has good performance in the real test and would be used for top brand and might be applicable to any other types of green cars.