• Journal of Global Scholars of Marketing Science
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• v.8
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• pp.233-267
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• 2001

The management environment in Korea today is undergoing rapid changes; in particular, domestic corporations and businesses are confronting formidable adversity with IMF crisis and WTO. Though cost cutback, higher quality, rapid production, and diversification of products were accepted as important requirements for competitiveness in the past, they have been replaced by brand power. Consumption patterns have changed their focus from function to image orientation. This is why managers in corporations have invested enormous amounts of resources into producing powerful brands, which can attract consumers' attention greatly enough to improve the image of their products. Brands are regarded as a vital vehicle for marketing strategies and thus as a legal asset. Brands with remarkable and favorable image can secure a loyal consumer groups stable revenues. M & A, currently active between corporations, makes brand equity all the more important. The purpose of the present study was to investigate the effect of internal marketing and increased brand diversification on brand equity by combining them as influential factors with marketing mix factor. For this purpose, literature review was make on previous fragmented studies of influential factors on brand equity build-up. Based on the findings of this study, some operational implications were suggested for marketing managers. The findings and implications of the present study are as follows; First, efficient communication among organization members was found to have a significant effect on product quality. Second, job satisfaction and efficient communication among members was shown to significantly influence price policies. Thirdly, efficient communication among organization workers proved to have a significant effect on distribution strategies. Forth, efficient communication among members was demonstrated to significantly influence advertisement and other public-relations activities. Fifth, opacity of market environment appeared to have a significant effect on product quality, prior market entrance as perceived by organization members turned to be of negative influence on product quality. Sixth, opacity of market environment was found to have a significant effect on price policies. Seventh, opacity of market environment was shown to be of significant effect on distribution strategies. Eighth, grater opacity of market environment proved to improve advertisement and other public-relations activities. Ninth, price policies, distribution strategies, advertisement and public-relations activities were found to have a significant effect on brand equity value. To sum up these findings, in order for corporations and businesses to cope with consumers' needs that are increasingly segmented, internal marketing strategies and brand diversification should be implemented so as to generate greater synergy effect. It is also important to stress that differentiated, higher competitiveness should be secured for Korean corporations and businesses to survive in the drastically changing, globalized market environment. In this regard, continuous and long-term management strategies for brand equity build-up should be ensured and is essential in the present unlimited competition. The last but not least important point to notice is that to increase brand equity value, intensive investment and constant emphasis should be made on internal marketing management on intra-organizational members before strengthening external marketing.

• The Journal of the Korea Contents Association
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• v.17 no.1
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• pp.532-549
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• 2017

This study identifies the pet-name using the celebrity's endorser and the pet-naming effect by the subject of creating brand identity. For this study, pet-naming types are made up of 3 types(non pet-named/pet-naming by company intention/pet-naming by customer's word of mouth). As the results of this study, pet-naming types affects the perceived value. The perceived value has a perfect mediating effect between pet-naming types and consumer response. Also, the level of informative interpersonal influence has significant interaction effect between pet-naming types and perceived value. The research, therefore, reaches several important conclusions. First, when the pet-naming types were consisted, customer's brand identity creating phenomenon was included. Second, pet-naming types affects the confirmed perceived value which is the customer's view. Third, susceptibility to interpersonal influence was differently identified with normative interpersonal influences and informative interpersonal influences. Furthermore, this study analyzes the market's behavior trends, and in extend the progression of pet-name marketing.

• Journal of Korea Entertainment Industry Association
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• v.13 no.3
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• pp.333-342
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• 2019

The purpose of this study is to compare and analyze the cases of the multiplex cinema industry of CJ CGV, Lotte Cinema and Megabox to study what CJ CGV's innovative core competence is from a management strategy perspective. Through this, the core competence strategies, Value, Rareness, Inimitability, and Organization(VRIO) were analyzed in order to derive from the major success factors based on the expansion process of Cultureplex. According to the analysis results, CJ CGV's differentiated value roots from Cultureplex, which CJ CGV priorities in creating movie theaters a cultural entertainment hub. The ability of CJ CGV in transforming the cinema into a cultural and living playground through technological innovation is it's cutting edge from its competitors under the rareness factor. A CJ CGV attains its inimitability by establishing social brand power as an inclusive social contribution. An organization of CJ CGV is a globalization worldwide. CJ CGV is to increase the brand value of cultural experience movie theaters and enhance customer satisfaction by expanding the use of existing movie theaters and pioneering with innovative development to theaters. As more to be sought out from this thesis, CJ CGV has steadily increased its competitive edge, raising its core competence of business value.

• Journal of the Korean Applied Science and Technology
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• v.40 no.4
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• pp.743-750
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• 2023

The purpose of this study is to verify the influence of the consumption value on attitude and purchase behavior in order to provide basic data for golf wear brand strategies. Therefore, among the Korean people, those who had purchased golf wear were selected as samples, and 496 copies of data were introduced into the final analysis. For data processing, frequency analysis, exploratory factor analysis, and internal consistency were conducted. In addition, correlation analysis and simple and multiple regression analysis were conducted to verify research problems, and all data processing used the SPSS (ver. 21.0) program. As a result of verifying research problems, first, it was found that the consumption value of golf wear brands had a significant effect on attitudes in the order of pleasure, aesthetics, and symbolism. Second, it was found that the attitude of golf wear brands had a significant effect on purchase behavior. Third, it was found that the consumption value of golf wear brands had a significant effect on purchase behavior in the order of pleasure, aesthetics, and symbolism.

• Journal of Agricultural Extension & Community Development
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• v.20 no.4
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• pp.1181-1216
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• 2013

This study was accomplished to enhance brand value for hanwoo and to develop strategy for brand positioning that move customer's heart. This study in order to achieve the research was carried out as follows: First, the cluster analysis based on demographic characteristics for consumer on the basis of three types segmentation on market was conducted. Market A was consisted of a well-educated, high-income and young bracket. Market B was consisted of a well-educated, high-income and middle-aged bracket. Market C was consisted of a low-income and middle-aged class. Second, consumer's positioning map was analyzed based on perceiving data which are products' functional, emotional, and self-expressive benefits about consumer's feeling beef products. This study was analyzed each relative brand advantage and structure of competition on segmented market by conjoining each brands positioning map and feature vectors map. By the result of the analysis, each brand's positioning strategy was devised. As a result of the study, the hoengseong hanwoo is competitive about all kinds of market. We chooses that hoengseong hanwoo's target is A market, because that brand is evaluated as a high-ranked quality by high-class image of luxury price, quality, brand image. For management improvement sake, this brand(the hoengseong hanwoo) is needed to effort for promoting consumer's awareness about safety and reliability.

• Proceedings of the Korean Society of Crop Science Conference
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• 2017.06a
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• pp.254-254
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• 2017

This study evaluated the grain quality of local brand rice from 6 major rice exporting countries which are anticipated to export their rice to Korea. Recently, with the end of the postponement of rice import tariffs in 2014, Korea is in a very easy environment to import foreign rice. Therefore, the quality evaluation of local brand rice in those countries is needed to secure the quality competitiveness of Korean rice, also to protect the rice industry in Korea. We provided total 38 local brand rice from USA(7), China(16), Australia(4), Thailand(3), Vietnam(5) and India(3), and 2 imported brand rice through MMA from USA and China to find out the status of the grain quality for each country. For the quality evaluation, we analyzed the physicochemical properties, milling and palatability-related characteristics. The amylose content on country average ranged from 24.4(India)~16.2%(Thailand). The protein content was 6.66% by overall average, and was higher in order of India(7.86), Australia(6.80), Vietnam(6.61), Thailand(6.59), China(6.28), USA(5.82). In Toyo glossiness value, it ranged from 75.7~45.2, and the figures in USA and China were the highest level. The head rice ratio ranged from 95.2~72.4%, and the figures in Thailand, USA and China were distinctly high. When we analyze the palatability of boiled brand rice with Chucheongbyeo as check variety by expert panelists, several rice brands from USA and China showed equal or better scores in shape, smell, taste, stickiness, texture and overall score, although most rice brands showed a tendency to decrease significantly in the taste characteristics compared with Chucheongbyeo. From the above results, it can be seen that the grain quality of USA and China rice is very competitive when imported into Korea. The results will provide basic information for the quality control of foreign rice which will be imported into Korea in the near future, also for the quality information which could be applied on the development of high-quality Korean rice varieties. Continuous monitoring about the foreign brand rice is advisable to improve the quality competitiveness of Korean rice.

• Journal of Industrial Convergence
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• v.22 no.2
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• pp.33-43
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• 2024

This study aims to test the relationship between brand embeddedness and cross-selling intention, as well as how customer satisfaction affects as mediator its relationship. The data set includes 258 consumers using a specific smartphone brand and we gather the data by conducting a survey. We use structural equation modeling to verify hypotheses and do nonparametric bootstrap approach for additional analysis of the mediating role of customer satisfaction. The results of analysis are as follows. First, it has been shown that barnd embeddedness positively affects customer satisfaction and cross-buying intention. Second, customer satisfaction is found to have a positive effect on cross-buying. By combining these results and additional analysis, we confirm that the direct effect of brand embeddedness is more effective for cross-buying intention than the indirect effect of customer satisfaction. The results of this empirical analysis show the academic value that brand embeddedness as social capital can be a antecedent for cross-buying intention. In addition, this study suggests the need for brand practitioners to increase the embeddedness of customers related to the brand and consider the mediating role of customer satisfaction together in order to increase cross-buying.

• Journal of Global Scholars of Marketing Science
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• v.20 no.1
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• pp.27-34
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• 2010

During the past 10 years, sales of luxury goods increased significantly to more than US$ 130 billion in 2007. In this industry, more than half of the revenue comes from Asia where the average income has risen significantly, and the demand for luxury products is forecast to grow rapidly. Purchasing luxury brands appears to be an intriguing social phenomenon that is profitable for companies in this region. As a newly developed country, Korea is one of the most attractive luxury markets in Asia. Currently, a total of 120 luxury fashion brands have entered the Korean market, primarily in luxury districts in Seoul where the competition is fierce. The purposes of this study are to: (1) identify antecedents of attitude toward luxury brands, (2) examine the effect of attitudes toward luxury brands on customer equity, (3) determine the impact of attitudes toward luxury brands on customer lifetime value, and (4) investigate the influence of customer equity on customer life time value. Previous studies have examined materialism, social need, experiential need, need for uniqueness, conformity, and fashion involvement as antecedents of attitude toward luxury brands. Richins and Dowson (1992) suggested that that materialism influences consumption behavior relative to quantity of goods purchased. Nueno and Quelch (1998) reported that the ownership of luxury brands conveys information related to the owner's social status, communicates an image of success and prestige, and is a determinant of purchase behavior. Experiential need is recognized as an important aspect of consumption, especially for new products developed to meet consumer demand. Since luxury goods, by definition are relatively scarce, ownership of these types of products may fulfill consumers' need for uniqueness. In this study, value equity, relationship equity, and brand equity are examined as drivers of customer equity. The sample (n = 114) was undergraduate and graduate students at two private women's universities in Seoul, Korea. Data collection was conducted using a self-administered questionnaire survey in March, 2009. Data analysis included descriptive statistics, factor analysis, reliability analysis, and regression analysis using SPSS 15.0 software. Data analysis resulted in a number of conclusions. First, experiential need and fashion involvement positively influence participants' attitude toward luxury brands. Second, attitude toward luxury brands positively influences brand equity, followed by value equity and relationship equity. However, there is no significant relationship between attitude toward luxury brand and customer lifetime value. Finally, relationship equity positively influences customer lifetime value. In conclusion, young consumers are an important potential consumer group that tries different brands to discover the ones most suitable for them. Luxury marketers that use effective marketing strategies to attract and engender loyalty among this potentially lucrative consumer group may increase customer equity and lifetime value.

• Journal of the Korean Society of Clothing and Textiles
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• v.21 no.3
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• pp.524-535
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• 1997

The purpose of this study was to find out the clothing values and meanings by material values. The researcher used the scales of Richins & Dawson (1992) for Materialism Scale. The scales of Prentice (1987) and Ricllins (1994a, 1994b) for privateand public meanings of clothing. The scales of Prentice (1987) and Richins (1994a, 1994b) for importance clothes of private and public meanings.. The scales of Creekmore (1968) for clothing values. The subjects of this study were 154 girl students in the university. The research materials was analyzed by Frequency, MANOVA and Scheffe test The results of this study were as follows; 1) Higher group of material values had an orientation that emphasizes enjoyment values of clothing in private moaning and seems expensive of clothing in public meaning. 2) All group set a high value on both suits and jeans in clothing of private meanie that meant both interpersonal and enjoyment values and put much worth on both suits and mustang that concerned both costly and brand. 3) Higher group had significantly difference in aesthetic value and political value, and lower had significantly differene ineconomic value and theoretical value.

• Journal of the East Asian Society of Dietary Life
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• v.12 no.5
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• pp.370-378
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• 2002

To assess the quality of commercial Sujongkwa, we compared physicochemical and sensory characteristics of commercial Sujongkwa with home-made one. Two different brands of Sujongkwa and home-made one were analyzed for physicochemical (sugar content, pH, acidity, color, viscosity, transparency) and sensory characteristics (7-point scoring test, 15 experienced panel members). Separately, we assessed the opinion of food and nutrition specialists about the commercial Sujongkwa. Questionnaires were hand delivered to 530 subjects consisted of university students and faculties of Department of Food and Nutrition at 8 cities (Seoul, Incheon, Yongin, Daejon, Chungju, Daegu, Kwangju, Busan) in Korea and the complete data of 328 subjects were statistically analyzed using SPSS Propam for Window (mean, ANOVA, $\chi$$^2$). The questionnaires were consisted of sociodemographics, frequency and occasion of purchasing, opinion of quality and improvement points. Both commercial Sujongkwas were lower in sugar content, transparency, color(L and b value) and viscosity, and commercial brand B was higher in pH and color a value than home-made one. Also, among sensory characteristics, over-all preference and color for brand B were significantly higher than those for brand A and home-made one (p<0.05). Especially, the scores of over-all preference were 1.9 for brand A, 5.7 for brand B, and 4.9 for home-made Sujongkwa. Points to be improved for commercial Sujongkwa were in order of sweetness (33.0%), pungency (24.2%), dried persimmon (19.1%).