• 한국의류학회지
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• 제46권5호
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• pp.772-788
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• 2022

This study investigates whether the image of the casual Hanbok brand is being communicated to consumers successfully. We conducted a semantic network analysis to identify ways of revitalizing communication between casual Hanbok brands and consumers; in addition, we quantitatively evaluated the effectiveness of communication marketing through Quadratic Assignment Procedure (QAP) analysis. Unstructured data from 2014-2021 were collected through portal sites and then refined and networked. Our analysis showed that casual Hanbok brands generally target younger people and that different brands employ similar methods to promote and popularize the casual Hanbok style. Consumers tended to recognize and show interest in casual Hanbok, suggesting the potential to expand the market to Blue Ocean. However, some of our findings revealed the potential factors of style coordination risk and prejudice against existing Hanbok, which could potentially hinder casual Hanbok's uptake and adoption. We conclude that increasing the demand for casual Hanbok depends not only on delivering an accurate brand image to consumers but also on balancing fashion with traditional images when planning products and providing styling information.

• 한국식생활문화학회지
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• 제23권6호
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• pp.720-728
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• 2008

The objective of this article is to examine Korean consumers' perception level of the country-of-origin of brand (COB) of global restaurant franchises. Although global brands have rushed onto the Korean food service market since 1980, there has been little or no research conducted regarding consumers' perception of COB of global restaurant franchises. In this study, we surveyed consumers to determine their perception of COB for 27 foreign global restaurant brands; specifically, we attempted to determine whether or not Korean consumers could correctly recognize the COB of each brand. The results of this research revealed that Korean consumers correctly perceived the COB of certain restaurant brands, and incorrectly perceived some other brands. For instance, Korean consumers' perception level of the COB of McDonald's and KFC were quite high, and conversely their perceptions of the COB of Outback Steakhouse and Pohoa were relatively low. When consumers select a restaurant brand, COB image was shown to be more influential than brand image.

• 복식
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• 제60권8호
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• pp.100-117
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• 2010

The cosmetics industry is executing the experiential marketing strategy, which focuses the brand experiential experience for the connection with consumers and differentiated strategy for the company's brand image, according to the expansion of quality service, which increasingly consume a diverse experience. Among these, the low-priced cosmetics market is trying a variety of experiential marketing to provide positive experience of their product and their brand through a unique service or event to stimulate the motions of young woman, who are changing rapidly, and is actively utilizing the means of marketing to form brand equity for these experiential marketing. Therefore, this study is to find out the effect of customer experiential on the brand equity through a variety of experiential marketing of low-priced cosmetics brand and based on the result, we were able to find out that the experiential marketing is also used as important means of marketing for low-priced cosmetics market to secure the brand equity and to maintain long-term relationship with the customer. This is expected to provide strategic and practical implications to the cosmetic marketing managers for customer management and this will recognize the importance of customer experiential in cosmetic marketing and suggest proper marketing strategy plan. In this study, the multiple regression analysis was mainly uses to find out the influence between the variables for low-cost cosmetic brand but we're hoping to execute a study, which directly and indirectly covers the complete path by using the various parameters, which can be effected on the brand equity.

• 한국실내디자인학회논문집
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• 제22권1호
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• pp.11-18
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• 2013

The Contemporary consumer society demands companies to emphasize more on the brand marketing that can deliver the brand identities distinguished from those of competing companies. In today's environment, the meaning of consumption is not only a simple purchase of a product, but also assimilation into images, experience and emotional aspects of the brand. The flagship stores of brands take the advantage of the tendency seriously and utilize the envelopes of the building as marketing catalysts to establish their brand identities. This paper aims to investigate the possibility of the architectural envelope as a marketing element to establish the brand identities, by analyzing the design techniques that enhance the visual effects utilizing innovative application of material, pattern and connection details. it is studied that the function of architectural envelope's change from past to recent date and role of architectural envelope as means of marketing for expression brand image in contemporary commerce space and elements that can be applied on architectural envelope with theoretical consideration about marketing and brand identity. Also this paper will research about experience elements because the process for consumers to recognize brand image with architecture is the process of visual experience. And through example research, this paper will study interrelationship between visual system of cognition to be expressed on architectural envelope.

• 복식
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• 제67권2호
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• pp.1-16
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• 2017

This study was conducted to investigate how consumer global-mindedness affects global fashion out-of-home (OOH) advertising which global consumer culture positioning applies, and to examine the relations among global fashion brand OOH advertising, perceived fashion brand globalness, perceived quality and brand reputation. Data were collected from 238 general people in 20~30s in seoul and were analyzed by using statistic methods such as frequency analysis, reliability analysis, confirmatory factor analysis and structural d modelling by running both SPSS 18.0 and AMOS 7.0 program. The results of this study were as follows. First of all, it indicated that the fit indexes were satisfied and the overall model of this study showed a favorable goodness of it from the results of confirmatory analysis. Secondly, consumer global-mindedness had a positive impact on preference towards global fashion OOH advertising. Finally, preference towards global fashion brand OOH advertising positively affected perceived fashion brand globalness, perceived quality and fashion brand reputation. The results implies that it is necessary that fashion brands fully understand consumers' tendency and the benefits of marketing can be maximized through global positioning OOH advertising on subways which makes consumers recognize fashion brands as global ones.

• 한국의류학회지
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• 제35권12호
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• pp.1466-1476
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• 2011

This study explores if consumer perceptions about genuine luxury fashion merchandise are affected by the presence of counterfeits. A total of 504 consumers participated in an online survey. First, respondents were asked to indicate whether or not they agreed that counterfeits negatively affect genuine luxury fashion brands and to provide reasons for their responses. Approximately 57% replied that counterfeit goods negatively affect the image of genuine luxury fashion brand goods. The main reason mentioned was that counterfeit products damage the producer/copyright holder of genuine products, as well as the national economy; they believed that it damaged the genuine luxury brands' image due to the luxury goods becoming less rare; however, 43% of respondents stated that counterfeits did not negatively affect genuine luxury fashion brands. Thus, counterfeit availability reflects that a brand is renowned and popular in a market where consumers can recognize genuine luxury fashion products from counterfeits. Second, the respondents were asked about specific luxury fashion brands and indicated that seeing counterfeits did not negatively affect genuine luxury fashion brands' value, brand reputation or satisfaction of ownership. The majority of respondents disagreed that the availability of counterfeits negatively affects the value, reputation and satisfaction of owning original luxury brands.

• 한국콘텐츠학회논문지
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• 제8권2호
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• pp.140-149
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• 2008

지방자치시대의 도래와 함께 각 지자체에서는 중앙정부로부터의 분권, 분산을 통한 국토의 균형적 활성화를 도모하고 있다. 이러한 연장선상에서 각 지역에서는 지역적 활성화를 도모하기위한 방법으로 지역적 아이덴티티의 중요성을 인식하기 시작했고, 이러한 인식에서 지역의 자원을 이용한 브랜드가 개발되었다. 그러나 상당수의 브랜드들이 지역적 아이덴티티에 대한 분석과 전략적 차별화를 고려하지 않는 개발로 유사 브랜드가 난립하게 되는 요인을 제공하는 것 또한 현실이다. 따라서 본 연구에서는 그 지역의 특산물 브랜드개발에 있어서 고려해야할 지역적 특성과 소비자 의식 등을 여수시의 지역성을 대표하는 수산물 브랜드개발 사례를 통하여 제시하고자 한다. 지역적 특성을 브랜드개발 전략과 브랜드 아이덴티티요소에 적극적으로 적용하고, 그 지역에서 개발된 브랜드가 파워 브랜드로 포지셔닝 하기 위한 사후관리 및 홍보방안을 제시함으로서 수산물 브랜드화의 효과적 방향 설정에 기여하고자 하였다.

• 유통과학연구
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• 제12권11호
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• pp.67-76
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• 2014

Purpose - PB (Private Brand) refers to the product for which the distribution company plans the production independently, consigns the production to the manufacturer, or attaches the self-developed trademark and sells it. To reinforce competitiveness in such a market environment, diverse products development, systematic management activities, and marketing efforts to analyze and understand the consumers' behavior regarding PB products are emphasized. Therefore, this study aims to investigate the relationships among PB product attributes, consumption emotion, brand attitude, and brand loyalty in general supermarkets. First, PB product attributes were defined using the five categories of perceived price, store image, familiarity, perceived service, and perceived quality, based on preceding studies. This study examined the influence of PB product attributes on consumption. Further, this study examined the relation among consumption emotion, brand attitude, and brand loyalty. This study provides more detailed and concentrated strategic implications. Research design, data, and methodology - In this study, the research model was designed to examine the relation among PB product attributes, consumption emotion, brand attitude, and brand loyalty. For the data collection method, the questionnaire survey comprised multiple items for each component and the direct interview method was employed. To collect data, the questionnaire survey was conducted for customers who personally visited the general supermarket after verifying the PB product purchase experience. The questionnaire survey was performed for one month, May 2014. A total of 300 questionnaires were distributed and 240 questionnaires were used for the analysis, excluding the unanswered and insincere questionnaires. The data were analyzed using SPSS ver. 20.0. Results - First, PB product attributes had a significantly positive effect on consumption emotion. The PB product attributes perceived by the customer at the point of service contact are important to form the positive consumption emotion. Second, consumption emotion had a significantly positive effect on brand attitude. Third, the consumption emotion had a significantly positive effect on brand loyalty. Such consumption emotion is an important factor in causing the positive evaluation on the brand attitude perceived by the customer. Fourth, brand attitude had a significantly positive effect on brand loyalty. The consumption emotion was positively represented to invoke the relational continuance behavior. The relational continuance behavior accompanies the repetition of purchase, word of mouth, and recommendation activities, and influences trust regarding the brand, for which the customer maintains the transaction continuously. Conclusions - The PB product attributes perceived by the customer at the point of service contact are important factors to form the positive consumption emotion. Based on this result, the discount store service provider would prepare the measures that can make the customer recognize the positive value, and make more detailed efforts. Consumption emotion is an important factor to cause the positive evaluation on the brand attitude perceived by the customer. Based on this result, the general supermarket must make efforts to provide fun or convenience in the purchase process for consumers.

• 만화애니메이션 연구
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• 통권48호
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• pp.217-247
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• 2017

홍보용으로 기획되어 포털 사이트 등에 연재된 웹툰을 브랜드 웹툰이라 한다. 브랜드 웹툰은 웹툰의 호소력을 사용하기 위해 기획된 것으로, 브랜드 스토리텔링의 하나로 각광을 받고 있다. 본 연구는 최근 포털 사이트에 다년간 작품을 연재한 작가들이 다수의 브랜드 웹툰을 연재, 완결한 사실에 주목하였다. 그리고 웹툰과 브랜드 웹툰 간에 표현양식과 서사구조, 그리고 캐릭터가 어떻게 공유되는지 비교, 분석하였다. 이를 통해 웹툰 연재 작가들의 기존의 작가 작품과 브랜드 웹툰 사이에 스핀오프 양상이 나타나고 있다고 보았다. 스핀오프란 이전에 발표되었던 드라마, 영화, 책 등의 등장인물이나 상황에 기초하여 새롭게 다른 이야기를 만들어내는 것을 말한다. 외전 형식이 대표적이지만 그 외에도 정서를 만드는 장르, 컨셉, 세계관, 서사를 전개하는 표현방식과 서사 구조 등 정서를 만드는 이야기의 양식이 동일하거나 동일 캐릭터를 활용하는 경우 스핀오프의 양상이 나타난다고 볼 수 있다. 본 연구는 같은 작가가 만들어내는 브랜드 웹툰과 기존의 웹툰 사이에 이러한 양상이 존재하는지 살펴봄으로써 원전으로서의 웹툰의 스토리텔링과 브랜드 웹툰의 스토리텔링 양쪽을 고찰하려 하였다. 연구 대상으로는 네이버에서 연재한 곽백수 작가의 <가우스 전자>와 <가우스 임파서블>을 비롯한 5개의 브랜드 웹툰, 김양수 작가의 <생활의 참견>과 3개의 브랜드 웹툰, 김진 작가의 <오늘밤은 어둠이 무서워>와 2개의 브랜드 웹툰, 다음에서 연재한 피터몬 작가의 <잉어왕>과 브랜드 웹툰 등을 삼아, 동일한 이야기 양식과 캐릭터를 비교하여 살펴보았다. 또한 같은 시기 연재한 본래의 작품과 브랜드 웹툰 간의 댓글 수 및 별점 개수 등을 비교하여 호응도까지 살펴보았다. 각 웹툰의 표현양식과 서사구조가 브랜드 웹툰에서 어떻게 나타났으며 호응을 얻었는지 분석하고 살펴본 본 연구는 앞으로 브랜드 스토리텔링에 활용될 수 있는 브랜드 웹툰의 스토리텔링에 도움이 될뿐만 아니라, 웹툰 스토리텔링의 특성을 규명하는데 도움이 될 것이다.

• 한국멀티미디어학회논문지
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• 제23권4호
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• pp.581-587
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• 2020

In this study, we investigated the correlation between logotype elements and brand recognition among corporate logos using quantification methodology 2. In addition, this study wanted to find out if consumers could easily recognize the product according to the design elements of the logotype. Our study showed that feminine tendency in logotype design was associated with clothes and cosmetics and masculine design element that will make people recall the game and health products. There were clothes and cosmetics for men but feminine design factor was strongly associated with clothes and cosmetics. In other words, logotype for cosmetic and clothing needed to be feminine by using neutral and cold colors. The relationship between the logotype and related products affected the brand recognition and this result can be used as a key element of corporate marketing.