• Journal of Korea Entertainment Industry Association
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• v.13 no.3
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• pp.363-372
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• 2019

Mobile advertising applying various contents is being activated with the specificity of the mobile environment. In terms of not only products but also City Marketing, advertising strategies that are beyond the limits of traditional advertising are needed. However, related advertising in the region is mainly carried out on the basis of industry promotion. Therefore, in order to distribute goods through local industry, it is urgent to link with industry through city marketing for the region. The purpose of this study is to present the direction of city marketing policy through the process that Mobile advertising characteristics building up experience and feeling for the city brand. For this purpose, we selected mobile advertising characteristics to strategically use mobile advertising in the region, and examined the effects of Jeju city brand experience and city brand feeling. We also confirmed the moderating effect of communication experience with mobile advertising. The result of this study will be able to contribute to the policy direction of advertising for Jeju city marketing.

• Journal of Distribution Science
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• v.18 no.7
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• pp.73-81
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• 2020

Purpose: This research examines the factors that influence organic food purchasing decisions of kindergartens in Ho Chi Minh City, Vietnam. Research Design, Data, and Methodology: A mixed-method research was utilized in this study. It included a focus group of 10 participants and a survey of 304 respondents, (quantitative research) who are employed in the selected kindergartens, using both online and paper surveys based on nonprobability and convenient sampling. The SPSS and SmartPLS 3 software were used to analyze data. Results: a) Eight factors affect the purchase decision of kindergartens; b) Environment Attention, Normative Beliefs, Trust belief on brand, Cost of meal set, and Reference group positively affect Intention behavior; c) Feeling safe positively affect Perceived Quality Product. Perceived quality of product and Intention behavior positively affect organic food Purchase Decision of kindergartens. Conclusion: Eight factors affect organic food purchasing decisions of kindergartens in Ho Chi Minh City. This study offers recommendation and solutions for a stable output of organic products in Vietnam, and ways to popularize them within the community.