• 문화기술의 융합
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• 제5권1호
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• pp.205-210
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• 2019

디지털 디바이스와 네트워크의 발전에 의해 커뮤니케이션 기술은 용이해졌지만, 반대로 광고에 대한 소비자의 인식은 가장 부정적인 모습이다. 이런 배경에서 소셜 미디어를 이용한 브랜드 스토리텔링은 효율적인 마케팅 수단으로 주목받고 있다. 하지만 빠르게 성장하고 있는 VR(가상현실), AR(증강현실), 그리고 MR(혼합현실) 미디어 환경은 브랜드 스토리텔링 마케터들에게 새로운 가능성을 제공하고 있다. 본 연구는 서사몰입 이론을 중심으로 MR 미디어 서비스에 대한 논의를 통해 브랜드 마케팅의 방향과 시사점들을 제시하는데 목적을 가지고 있다.

• 디지털융복합연구
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• 제16권4호
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• pp.127-135
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• 2018

본 연구는 소비자의 브랜드편익(상징적 vs. 기능적)이 브랜드확장에 미치는 영향을 살펴보는 것으로, 특히 상표신념의 매개효과와 범주적 유사성의 조절효과를 살펴보았다. 이를 위하여 초점집단면접과 프리테스트를 통해 2개의 제품범주(시계와 가방)에서 각각 2개의 모브랜드(롤렉스 vs. 카시오, 프라다 vs. 코치)와 2개의 확장제품(팔찌, 구두)을 자극물로 선정하고, 구글(www.google.com)의 설문조사 사이트를 통해 전국의 성인남녀를 대상으로 196개의 표본자료를 수집하여 부적절한 응답지를 제외한 193개의 응답지로 최종 회귀분석을 하였다. 연구결과 소비자가 추구하는 브랜드편익에 따라 브랜드확장에 대한 태도가 달라질 수 있다는 선행연구의 결과를 재확인하였으며, 이는 상표신념에 의해 완전 매개된다는 점도 확인하였다. 또한 본 연구에서는 소비자의 브랜드편익이 브랜드 확장태도에 미치는 영향이 범주적 유사성에 의해 조절될 수 있음도 확인하였다. 이러한 연구결과는 상표신념의 구축이 브랜드확장 전략의 하나로 충분히 사용될 수 있다는 이론적 시사점과 범주적 유사성을 고려한 브랜드커뮤니케이션 전략이 브랜드 편익에 따라 달라져야 한다는 실무적 시사점을 제공한다. 또 본 연구를 활용하여, 브랜드 적합성 또는 충성도 등 다양한 조절요인과 매개요인과의 관계설정도 가능하리라 본다.

• 한국정보시스템학회지:정보시스템연구
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• 제29권2호
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• pp.111-130
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• 2020

Purpose SNS (Social Network Service) is one of new promising marketing tools which allow marketer to do two-way communication and social interaction. Three characteristics of SNS marketing including informativeness, interactivity, and playfulness are distinguished from traditional marketing. The purpose of this study is to examine the relationships between three characteristics of SNS marketing, brand image, and purchase intention. Design/methodology/approach The present study proposed a research model integrating SNS marketing characteristics, brand image, and purchase intention represented by structural equation modelling and four hypotheses. A total of 20 questionnaire items for five variables were developed and measured by using five point Likert scale. 199 valid data were collected and used to test four hypotheses using SmartPLS. Findings Three hypotheses that the characteristics of SNS marketing such as informativeness, interactivity, and playfulness have a positive influence on brand image were supported at the significance level of 0.05 and 0.001 respectively. The hypothesis regarding the relationship between brand image and purchase intention was also supported at the significance level of 0.001. Brand image plays a significant mediating role in the relationship between SNS marketing and purchase intention. In particular, the result of research that playfulness of SNS marketing affects brand image significantly suggests a new future research theme regarding spiritual marketing. Implications for academics and practitioners were suggested.

• 한국의류산업학회지
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• 제24권2호
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• pp.173-182
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• 2022

As consumption pattern and fashion communication become digitalized, fashion houses are being inherited by creative directors owing to their expanding role. While the roles and responsibilities of creative directors have been changing extensively along with the dynamic nature of the fashion industry, researches on creative directions have mostly focused on luxury brands. This study examined the creative direction of John Galliano for Maison Margiela, a conceptual brand to be maintained by a creative director. To analyze this, the authors established a creative direction analysis model constituting five elements: brand heritage, trend, democratization, brand status, and persona, drawing on the luxury brand architecture by Kapferer and Bastien. Thus, Galliano has maintained anonymity as a heritage of Maison Margiela, expanding the existing Replica lines, and introduced fashion shows focusing on current issues or social phenomena. As a democratization strategy, he directed the brand to associate with more popular brands or expanded diffusion lines to secure broader customer base, while demonstrating couturier-like showmanship in the media and establishing his own persona. His direction for Maison Margiela recreates and expands brand heritage by transforming the brand philosophy. Therefore the new creative direction communicates with the wider public and diversifies customer bases through democratization strategies, while building Galliano's own persona.

• The Journal of Asian Finance, Economics and Business
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• 제9권3호
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• pp.399-409
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• 2022

The purpose of this study is to examine the role of virtual community participation and engagement in the brand decision by building community and brand trust. In this study, two theories (Social Capital Theory and Theory of Collective Action) were tested. Both theories were linked based on existing literature, and empirical evidence was obtained through testing hypotheses. Students from five prestigious Pakistani business schools provided a total of 849 replies. The measurement model and structural model were both analyzed using the partial least square (PLS) method. The findings show that virtual community engagement and participation have a positive and significant impact on virtual community trust. Although virtual community engagement has a positive effect on brand trust, we found no evidence of a link between virtual community participation and brand trust. Later, these trusts positively influence brand choice. This study has several managerial implications. The suggested model of this study helps managers to get customers' insight, choose the right target market, and set integrated marketing communication strategies besides social media marketing strategies. The study represents a new perspective of consumer behavior that helps to understand how a customer behaves in virtual communities to trust and take the final decision to purchase.

• 한국콘텐츠학회논문지
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• 제10권12호
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• pp.366-377
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• 2010

인터넷과 모바일 등 정보화 사회가 급속한 변화를 가져오자 소비자 상호간의 관계를 어떻게 하느냐가 기업에 영향을 미치는 요인이 되었다. 기업들은 자사 브랜드를 중심으로 인터넷에 커뮤니티를 개설하고 있으며 소비자가 능동적으로 브랜드 커뮤니티를 형성하고 발전시키는 형태를 확산하고 있다. 따라서 소비자의 능동적 개입에 따른 커뮤니티 활동의 영향이 어느 정도이며 이에 대한 관리와 활용을 어떻게 효율적으로 할 것인가에 대한 방안을 분석을 통해 제시하고자 한다. 본 연구는 온라인 브랜드커뮤니티의 특성과 온라인 브랜드커뮤니티가 소비자태도에 어떤 영향을 미치는지 알아보고자 한다. 온라인 브랜드커뮤니티가 브랜드 선택시 커뮤니티 태도가 브랜드 결정과 구전커뮤니케이션에 어떤 영향을 미치는가를 연구하고자 한다. 연구는 온라인 대학생이 온라인 대학 선택시 커뮤니티 태도가 온라인 대학 브랜드결정과 구전커뮤니케이션에 어떤 영향이 있는지를 알아보고자 한 것으로 온라인 대학생들을 대상으로 설문조사를 실시하였다. 연구에 의하면 브랜드커뮤니티의 특성(정보의 신뢰성, 상호작용성, 편리성, 친밀성)에 긍정적 반응을 보였으며 소비자태도에서도 구매의도와 구전커뮤니케이션에서 긍정적 행동을 기대할 수 있다. 또한 브랜드커뮤니티의 특성이 구매의도, 구전커뮤니케이션에 영향을 미치는 것을 알 수 있다. 이런 연구를 바탕으로 소비자들이 브랜드커뮤니티 활동을 활발히 할 수 있도록 마케팅전략을 제시할 수 있다.

• Asia Marketing Journal
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• 제15권4호
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• pp.223-241
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• 2014

In May 2012, the collaboration of Hana Bank, top financial service company, and SK Planet, top telecommunication service provider, introduced a new credit card that was filled with all-in-one benefits into the market. Leveraging strong infrastructure of two companies, each top in its own industries, the awareness and preference of 'Club SK Card' brand rapidly increased to about 25% in less than one year. Moreover, this new card was enthroned in the most sold credit card of year 2012, accounting for a market share of 7.2% in the credit card market and more than 80% in the mobile credit card market. To make these results possible, 'Club SK Card' marketing team developed an effective marketing communication strategy which followed the 6M model. The mission of the marketing communication strategy was simple and clear. It was to deliver the card's inherent strengths on consumer benefits that come from the support of subsidiary and affiliated companies of SK Planet. According to OK Cashbag data, the marketing communication team selected the appropriate target consumers and approached them directly, inducing actual purchase behavior. The target consumers received straightforward messages about 'Club SK Card' and were led to join in the new membership at their most frequently visited supermarket or franchise restaurant. The straightforward communication message embedded in an eye-catching commercial ad with a hook song accompanied with a dance was delivered via public media. The ad became so popular that many other television programs quoted or made parodies of the ad. Courtesy of the commercial ad, the brand name disseminated rapidly and widely among the public. In October 2012, an ingenious planning and persistent implementation of the communication strategy results 'Club SK Card' to be ranked top in brand awareness as well as advertising preference tests.

• 한국조리학회지
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• 제10권2호
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• pp.72-83
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• 2004

The study aimed at conducting comparative analysis of employees' job satisfaction between Korean brand restaurant and foreign's in the food service industry, and suggesting useful human resource management. As a result, the survey showed several findings; The first, workers in the Korean brand restaurant have more satisfied than foreign brand restaurant employee overall. The second, expecially employees in the Korean brand company have higher pride and vision than those of Foreign brand company in the restaurant business. The third, service staffs in the both recognized very low in the working schedule, fairness of promotion, and wage. Some implications are as followed; The first, works as a one day manager or unit manager who is one of the best employees. The second, use education & training video to increasing the communication. The third, attend in the decision making to being a part of co' and giving a motivation.

• Journal of Information Technology Applications and Management
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• 제22권1호
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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.

• 한국의류학회지
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• 제31권8호
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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.