• 한국병원경영학회지
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• 제20권3호
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• pp.1-12
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• 2015

The objective of this study is to analyze the effects of brand authenticity on brand trust and the effect of brand trust on brand loyalty in case of network franchise dental clinics. To achieve this objective, 300 dental customers were surveyed in Seoul and Gyeonggi province. Of these, 267 respondents were used for the analysis. The research results show that communication authenticity, advertising truthfulness, employee authenticity had positive effect on brand trust. and brand trust have positive effect on brand loyalty.

• 한국인쇄학회지
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• 제30권1호
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• pp.71-81
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• 2012

A research framework and hypothesis were established for analysing layout-factors of bus wrapping which influence on brand attitude. 130 questionnaire were distributed and 123 copies were retreated at metropolitan area. SPSS 12.0 was used for frequency analysis, factor analysis, and reliability analysis. For testing hypothesis multi-regression analysis were utilized. Attention, readability, explicitness, formativeness, creativity are partially significant to establish brand attitude. Attention and readability are insignificant, while explicitness, formativeness, creativity are significant to establish brand attitude. The most effective independent variables are creativity, and explicitness and formativeness are followed. In particular sensual, original, fresh layout of bus wrapping are highly significant.

• 한국인쇄학회지
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• 제29권1호
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• pp.101-110
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• 2011

This research attempts to analyze type of typography influence on advertising attitude, brand attitude, and purchasing intention among print advertisements. Frequency analysis, reliability analysis using Cronbach's alpha, and MANOVA were utilized to analyze those gathered data. The result is the type of typography, affects on building advertising attitude in the mind of audience. However, brand attitude, and purchasing intention are not signigicant. It means that type of typography does not influence on building brand attitude and purchasing intention.

• Asia Marketing Journal
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• 제16권3호
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• pp.101-118
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• 2014

Parkland, which is one of the pioneer brands in men's fashion in Korea, specifically suits, has recently undertaken bold brand repositioning activities to respond to the fast-changing environment and to overcome limitations in its current image positioning. As a result, in a short time period, Parkland achieved remarkable marketing and communication success. This case study explains how Parkland drew successful brand repositioning from the fierce fashion market. This study systematically analyzes the brand repositioning strategy process and implementation strategy used to resolve the conceptual and structural issues of Parkland as a mature brand. To this end, this study assesses Parkland's brand strategy focusing on brand environment and positioning. Accordingly, the study analyzes the target concept and basic direction of the brand repositioning in terms of the repositioning strategy process, and from an integrated marketing perspective, examines the specific implementation program for repositioning. Finally, the study addresses the outcomes of brand repositioning efforts as well as steps to be taken in the future.

• 디자인학연구
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• 제19권4호
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• pp.145-154
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• 2006

오늘날 브랜드아파트 광고는 유비쿼터스 도입으로 소비자 편리를 추구하는 하이테크 아파트의 이미지와 소비자의 웰빙 라이프를 강조하는 자연친화적 아파트의 이미지가 주류를 이루고 있다. 그러나 일부 브랜드를 제외하고는 광고이미지 표현에 있어서 차별성이 결여되어 있다고 보여진다. 이것은 광고의 궁극적 목적인 효과적인 커뮤니케이션의 제공에 대한 문제와도 관련이 있을 것이다. 따라서 본 연구는 브랜드아파트 광고의 효율적 커뮤니케이션 방안을 제시하기 위하여, 먼저 최근 브랜드 아파트 광고가 제시하고 있는 이미지들을 기호학적으로 해석하고, 이러한 이미지가 소비자에게 적절하게 전달되고 있는지를 검토하기 위하여 디자인 전문가 집단123명을 대상으로 브랜드 아파트 광고에 대한 이미지 조사를 실시하였다. 그 결과 광고 표현의 기호학적 해석에 있어서는 광고 컨셉과 광고 이미지가 기호학적으로 일치하고 있을 때 의미공유가 이루어지고 있으며, 이러한 의미공유로부터 광고주와 소비자 간의 성공적인 광고 커뮤니케이션 실현이 가능한 것으로 나타났다. 본 연구의 결과를 토대로, 광고 기획에 있어서 기호학의 도입은 효율적인 광고 커뮤니케이션의 제공을 위한 논리적인 판단 기준이 될 수 있음을 알 수 있었다.

• 한국의류산업학회지
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• 제22권6호
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• pp.716-726
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• 2020

This study presents methods and alternative examples for fashion brands to effectively use video-based communication channels to form brand identity that analyzes the definition, status and type of YouTube channel fashion films as well as enables the ability to derive brand identity characteristics. Literature studies focused on Christian Dior's official website and related previous studies. The temporal range of the case studies was from October 7, 2010, the date when the first fashion film was uploaded to current Christian Dior YouTube to July 17, 2020 (the survey date), and there are a total of 550 subjects for quantitative analysis. The succession of the couture spirit means that Christian Dior's craftsmanship was created and passed down by Musée Christian Dior to act as a contemporary key element of brand identity. The iconic expression of femininity is Dior's core design philosophy that began when the woman image of a new era was presented through a new look, and Dior's femininity means a woman that reflects the character of the times as is interpreted as her own personality from the perspective of modernism through the creative directors of future generations. The brand's core identity code 'Miss Dior' expresses the brand's vision and eternity through perfume as well as targets Z generation male consumers through an emotional approach based on forms that used emotional images such as movie-type films.

• 한국디자인학회:학술대회논문집
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• 한국디자인학회 2004년도 추계 학술발표대회 논문집
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• pp.104-105
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• 2004

• 한국디자인학회:학술대회논문집
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• 한국디자인학회 2004년도 춘계 학술발표대회 논문집
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• pp.182-183
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• 2004

• 한국의류학회지
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• 제34권1호
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• pp.27-39
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• 2010

In addition, an intense competition depending on the diversity of consumer demands women's clothing brands show changes in market organization such as diversification of the circulation market and general market depression in this rapidly changing fashion environment. Companies tend to use fashion VMD (a marketing-strategic approach) as a differentiation method to create a fashion brand shop image as brand differentiation becomes difficult due to generalization of techniques. This study analyzes forms and types of VMD recognized by consumers within this marketing communication environment and Q methodology was adapted to analyze the subjective internal order of individuals. First, a set of stimuli that presented the brand name and another without it were prepared (two sets in total) to examine the effects in the presentation of the brand name. Stimulants with the brand name were presented to the subjects by the same method after an experiment through stimuli without the brand name presented. As a result, VMD recognition factors were classified into 4 Q factors in cases of stimuli without brand names and 2 factors in cases of stimuli with brand names. This indicates that among brand functions, the role of simplifying information management and grasping the thoughts of consumers was applied. This study has a practical value of presenting VMD directions of each brand image based on the factors discovered.

• International journal of advanced smart convergence
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• 제9권3호
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• pp.215-220
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• 2020

The purpose of this study is to analyze the structural relationship among expectation value(relational, hedonistic), brand image, brand attitude, continuance viewing intention. The survey subjects to achieve the purpose of this study were selected the 521 YouTube sports contents Viewer in the metropolitan area. Data processing was done with SPSS 23 for frequency analysis, Cronbach's α analysis. Also, AMOS 21 was used for confirmatory factor analysis and structural equation model analysis. The results of the analysis are as follows: First, both relational value and,, hedonistic value had a positive effect on the brand image. Second, both relational value and,, hedonistic value had a positive effect on the brand attitude. Third, both brand image and brand attitudee had a positive effect on the brand attitude.