• 한국융합학회논문지
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• 제10권11호
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• pp.289-296
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• 2019

M-ICT(모바일 정보통신기술) 시대에 들어서며 '도시 사용자를 중심으로 한', '사람과 사람, 사람과 사물, 사람과 공간의 상호작용'의 새로운 경험이 가능한 도시 브랜드 이미지 구축이 점차 중요해지고 있다. 도시 브랜드 이미지에 대한 도시 사용자의 경험은 해당 도시의 경쟁력을 평가하는 중요한 요소이다. 이 가운데 사용자의 도시 브랜드 터치포인트에 관한 연구가 특히 중요한다. 본 연구는 사용자의 브랜드 경험을 향상하고 도시의 브랜드 경쟁력을 높이는 데에 그 목적이 있다. 연구방법은 문헌 종합 서술과 조사연구 분석으로 크게 두가지이다. 우선 연구의 배경과 목적을 서술하고 문헌 종합 분석을 통해 사용자가 터치 포인트를 경험하는 특징과 방식을 정의한다. 또한, 도시 브랜드 터치포인트의 다각적 구성 모형을 제시한다. 사용자 조사 연구의 방식으로 디지털 터치포인트와 물리적 터치포인트 가운데 다빈도 터치포인트 구조 특징을 도출한다. 조사를 통해 문제점을 발견하고 실제 사례와 접목하여 터치 포인트의 최적화 설계 전략을 도출하고자 한다. 본 연구의 혁신은 사용자 경험이라는 시각에서 도시 브랜드와 사용자 경험의 터치 포인트의 구성 관계를 연구하고 도시 브랜드 터치포인트의 다각적 구성 모형을 도출하는 데 있다. 미래 연구 전망 과학 기술의 발전에 따라, 5G 및 사물인터넷(Internet of Things, IoT) 시대가 도래하였다. 도시 브랜드에 대한 사용자의 터치 포인트의 형식이 더 풍부하고 다양해지고 있다. 본 연구에서는 디지털 터치 포인트에 대한 심층적인 탐색 연구를 수행하고자 한다.

• 한국엔터테인먼트산업학회논문지
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• 제13권3호
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• pp.363-372
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• 2019

모바일 환경의 특수성을 중심으로 다양한 컨텐츠를 적용한 모바일 광고가 활성화되고 있다. 상품뿐만 아니라 도시마케팅 측면에서도 전통적인 광고의 한계를 벗어난 광고전략이 필요하다. 하지만, 지역에서의 관련 광고는 주로 산업육성 차원에서 이루어지고 있다. 따라서 지역산업을 통한 상품의 유통을 위해서도 지역에 대한 도시마케팅을 통해 산업과의 연계가 시급한 실정이다. 본 연구에서는 모바일 광고특성이 도시브랜드에 대한 경험과 감정을 구축해나가는 과정을 통해 도시 마케팅 정책 방향을 제시하고자 한다. 이를 위해 모바일 광고를 지역에서 전략적으로 이용하기 위해 모바일 광고특성을 선정하고, 제주의 도시브랜드 경험과 도시브랜드 감정에 대한 영향을 살펴보았다. 또한 모바일 광고와의 커뮤니케이션 경험의 조절효과를 확인했다. 연구의 결과는 제주의 도시마케팅을 위한 광고의 정책적 방향성을 제시하는데 기여할 수 있을 것이다.

• 유통과학연구
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• 제21권6호
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• pp.69-81
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• 2023

Purpose: The study investigates the moderating impact of interpersonal mindfulness (IM) on the link between perceived similarity (OPS), physical appearance (OPA), and suitable behavior (OSB) - three key factors of other consumer perception (OCP) and brand experience (BE) in distribution of OCP and brand. Research design, data, and methodology: This study collected data from 612 consumers at shopping malls. SmartPLS 3.3.9 software were used to assess the measurement model and structural model. Results: According to the study's findings, IM has a negative modality in the impact between BE and OPS, OPA, and OSB. That also demonstrates how distribution of OCP and brand can affect a person's brand experience. Conclusions: The distribution of OCP and IM interactions have a significant influence on the brand experience in brand distribution. The study's results show that IM including mindfulness will function as a moderator between perceived similarity, physical appearance, suitable behavior regarded proper by other consumers, and brand experiences; therefore, they impact to brand distribution. The findings give a foundation for further IM research and add to the brand distribution theory that already exists. The findings also have some managerial implications in brand distribution.

• 유통과학연구
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• 제20권11호
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• pp.47-59
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• 2022

Purpose: The study aims to synthesize research trends regarding the distribution of 'other customer perception' on 'brand experience'; concurrently, to identify the promising research directions and suggest useful for managers. Research design, data, and methodology: The paper deals with the distribution of 'other customer perception' on 'brand experience' through evaluating a systematic review combined with biological mapping analysis (VOS viewer) with 226 documents published in 142 journals from 1987 to 2021. Results: The study synthesizes and analyzes existing literature reviews on the distribution of 'other customer perception' on 'brand experience', which mainly highlights three research topic groups. Exploring the component of relationship should be considered in the brand experience scale when the research context is the social interactions surrounding the customer's purchasing process. Moreover, the presence of mindfulness in several publications has suggested a potential research direction in the consumer behavior field. Conclusions: The systematic reports can be a useful reference for managers towards building brand experience based on distribution of 'other customer perception' with moderating of mindfulness - a new finding of behavioral interaction that has just experienced the Covid-19 pandemic which is experienced directly at the store and lead to many changes in consumer psychology.

• 유통과학연구
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• 제19권1호
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• pp.115-124
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• 2021

Purpose: This study examines the effects of several brand variables on customer satisfaction and brand loyalty. Research design, data, and methodology: The survey was conducted on a community with 302 city residents in Greater Jakarta as consumers of lighting products. The constructs were arranged based on several independent variables such as brand experience, brand relationships, and brand trust on customer satisfaction and brand loyalty. Customer satisfaction was positioned as an intervening variable to examine the effects on brand loyalty. Results: The consumer's experience determines the attitude and satisfaction at the next action. Brand experience significantly influences customer satisfaction and brand loyalty. Meanwhile, a brand association related to the benefits of the product concerned so that the relationship also affects customer satisfaction and brand loyalty. However, the brand relationship does not affect brand trust. Consumers do not readily believe without experience. Conclusion: The consumer's experience significantly influences satisfaction and brand loyalty, both direct and indirect. Brand relationships affected customer satisfaction and had a direct effect on brand loyalty. Likewise, brand trust has a direct effect on brand loyalty. The findings' implications emphasize the importance of brand owners to provide positive, memorable experiences to the consumers.

• Journal of Information Technology Applications and Management
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• 제30권4호
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• pp.39-64
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• 2023

The recent expansion of large cities for economic benefits has worsened cultural inequalities within urban areas, eroding unique cultural identities and social values and deepening mistrust between regions. To tackle this, the idea of creating cultural cities is gaining traction, involving urban branding and cultural elements to foster balanced local cultural development. Current research primarily concentrates on case analysis in cultural cities, lacking sufficient studies examining the interplay of factors through empirical analysis, This study investigated whether Cultural City Formation Factors, which are resources of a cultural city, have a positive effect on City Brand Equity, City Innovativeness, Brand Personality, and Behavior Intention. For this study, questionnaires were collected from 310 people who continuously experience culture and arts in Seoul, and empirical analysis was conducted on 292 copies of them. Consequently, a significant impact was observed among the factors influencing cultural city formation, city brand equity, city innovativeness, brand personality, and behavioral intention. Moreover, it was verified that city brand equity, city innovativeness, and brand personality positively contributed to mediating effects as well as sequential mediating effects. It is expected that the results of this study will be used to establish the foundation for effective urban management and the development of strategies for creating cultural cities.

• 패션비즈니스
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• 제18권5호
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• pp.42-55
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• 2014

This study examined the relative importance level of experience marketing on brand attitude and brand loyalty in beauty salon franchise stores, and attempted to raise the competitiveness of beauty salon services by presenting this elements as experience marketing strategy directions for beauty salon franchise store management. A questionnaire was used for this study on 350 adults residing in Gwangju Metropolitan City and SPSS 20.0 statistics package was used for analysis. In summary, the results of this study are as follows. First, five factors that make up experience marketing in beauty salon franchise stores were found. They were sensory marketing, relative marketing, emotional marketing, cognitive marketing and behavior marketing. Brand loyalty was categorized into the two factors, attitude loyalty and behavioral loyalty. Also, we found that experience marketing had a statistically positive impact on brand loyalty. Secondly, experience marketing of beauty salon franchise stores was found to have a statistically significant positive effect on brand attitude. Thirdly, we found that the brand attitude of beauty salon franchise stores had a statistically significant positive effect on brand loyalty.

• 한국콘텐츠학회논문지
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• 제21권6호
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• pp.572-587
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• 2021

최근 문화적 도시재생이 문화관광의 화두로 떠오르고 있다. 이에 본 연구에서는 문화적 도시재생 지역의 관광객이 느끼는 목적지 브랜드 경험이 진정성과 재방문의도에 미치는 영향을 실증적으로 분석하고자 하였다. 본 연구의 실증 분석 대상은 중국의 대표적인 문화관광 성공사례인 태아장 고성으로 선택하였으며, 방문 경험이 있는 중국인 관광객을 표본으로 삼았다. 연구 결과, 목적지 브랜드 경험의 하위 요인에서 감각 경험, 정서 경험, 지적 경험이 목적지 진정성의 객관적 진정성에 유의적 영향을 미쳤으며, 정서 경험, 지적 경험이 목적지 진정성인 실존적 진정성에 유의한 영향을 미치고 목적지 진정성이 재방문의도에 유의적인 영향을 미쳤다. 또한 노스탤지어가 목적지 브랜드 경험이 목적지 진정성과 재방문의도 사이에 조절효과가 있었다. 본 연구의 결과는 중국 고성 문화적 도시재생을 알아볼 수 있는 것뿐만 아니라 중국 관광객의 실증적 연구를 통하여 중국 관광객의 목적지 브랜드 경험과 진정성, 행동 간의 관계를 파악하였다는 점에서 학술적 시사점을 가진다.

• 한국인공지능학회지
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• 제11권2호
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• pp.29-38
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• 2023

The purpose of this study is to explore how citizens perceive application of the metaverse platforms for city marketing and investigate factors that affect overall attitude for citizen relationship management in the public sector. In particular, this study investigates the following: i) how factors including perceived city brand value, public service, emotional value, experience, personalization, economic value, social value, and cultural value on overall attitude and ii) how overall attitude affects intention to use of metaverse for the public sector and citizen satisfaction. This study conducted an online survey with the assistance of a well-known research firm. This study applied factor, ANOVA, and regression analysis to test hypotheses. The results found that effects of perceived city brand value, emotional value, information, economic value, social value, and cultural value on overall attitude toward metaverse application for the public sector showed significance. The results provide managerial and policy implications for the public sector on how to apply metaverse to provide public services and enhance engagement with citizens. The results also provide implications which aspects should be considered to enhance citizen relationship management and to build the better city brand value by applying metaverse.

• 한국실내디자인학회논문집
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• 제23권1호
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• pp.52-60
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• 2014

The purpose of this study is to analyze about the extension of user experience in the digital space. Through the digital technology and virtual space, the city's new environment is being changed. it makes people activate their aesthetic experience. Simultaneously, it elevates satisfaction levels regarding people's aesthetic experience. Research methods and settings of the range to study on the Extension of User Experience are as follows: First, establish digital space's characteristics comparing digital space at the structural change-points in modern society. Second, experience's approch way through the digital media in the contemporary space. And understand the concept about a variety of User Experience. Third. to classify the elements of access control for the user experience. Experience is being expanded through the generation process. Fourth, investigate analysis of the case studies, focused on the architecture and space design_Media installations that appear in the city park, the city's landmark buildings facade, the building facade by offering commercially applied for brand marketing_ announced through the media recently. Also, it is to look at the physical elements through digital media and to analyze the applicability of the public space. Therefore, the new approach to digital implementation shall be determined by looking in the direction of the user approaches.