• Journal of Distribution Science
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• v.12 no.8
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• pp.83-90
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• 2014

Purpose - Increasing sales of PB rice products can hinder the growth of domestic brands of rice, notwithstanding that the government is promoting domestic brands of rice. This analysis evaluated the influencing relationship among the variables of PB image, product credibility, and purchase intention of consumers who have never bought PB rice, to know the factors influencing consumers' decisions to purchase PB products. Research design, data, and methodology - PB products' brand image was analyzed as the factor that has a direct effect on purchase intention. The mediation effect of credibility on PB products is also analyzed, in terms of influencing the relationship between PB products' brand image and purchase intention. The analysis is performed on consumers that have not purchased a PB product and consumers who have purchased PB products from major distributors. Data is collected through questionnaires, from 389 of responders, and the AMOS 19.0 statistics package is used as a statistical tool. Results - It is proven that brand image has direct effects on the credibility of the product, and the credibility of product has a direct effect on purchase intention. However, it is revealed that brand image does not directly affect purchase intention, but that brand image indirectly affects it through the credibility of the product. Although the customers' recognition about PB image is low, the result shows that PB products' external attributes have effects on customers' purchase intention relating to the PB product. Therefore, it is important to establish the credibility of the PB product more than other products in terms of marketing. Conclusions - The following are the implications of the study. First, in a rice brand promotion, the credibility of the product should be ensured by a uniform brand image. To ensure the credibility of a product, the RPC brand and other brands should be unified, and the unified brand image should be applied to every product. Second, the package must possess a design as well as contents that could build consumers' perception of product credibility. Products' external attributes contribute to their credibility, which leads the consumers to purchase the products, including those consumers who have never bought PB rice products. Therefore, the products' credibility and sales can be reinforced by applying information about consumers' considerations when buying the PB rice product in different colors, font sizes, and packaging designs. This study is meaningful in two ways. First, it seeks to identify an NB revitalization strategy by exploring the purchasing behavior of customers who have no experience in buying PB rice products. Second, the results of previous studies about general brands are considered and applied in this study in order to investigate the influencing relationship among different factors of PB products. However, this study is a consumer awareness investigation; therefore, its results only have limited meaning to the relationship between brand image and purchase intention.

• Journal of Korean Ophthalmic Optics Society
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• v.19 no.4
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• pp.435-443
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• 2014

Purpose: The purpose of this study was to analyze the design identity visual elements of optical shop brand$\underline{s}$ in order to provide objective data necessary for optical shop brands' design development. Methods: This study examined the design identity concept of the optical shop brands and analyzed visual elements of brand design identity with a focus on the symbols of domestic franchise optical shops, type of a symbol mark, representation style of logo type, color usage, use or non-use of character, etc. Results: Many symbols were directly associated with the eyeglasses, such as eyeglasses and eyes, face and iris. Along with that, letters or figures were also observed. For the type of symbol, most types were found to have the designs that took spherical and word mark shapes. Particularly, the word mark type had English words more often than Korean words. For logo types, the gothic format was dominant. In relation to the thickness of letter, thick boldface type was commonly used. The combination of 2 degrees was the color frequency used most often in the optical shop brand design. For the frequency of color usage, black and red colors were used most often. Particularly, the orange color, as well as the black color, was also often used for the main color of symbols or logo types. Meanwhile, the characters were used only in some optical shop. Most characters were animals and expressed in the cartoon and graphical forms. Conclusions: Typifier, symbol mark, logo type, color, and character are the elements forming the basic development system for brand design identity. Systematic design is needed which clearly ensures the function and role along with the mutual consistency as a important visual component of the optical shop brand.

• Design Convergence Study
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• v.17 no.2
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• pp.45-57
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• 2018

Sales for SPA brand names of private label apparels are on the rise in the domestic clothing market. The aim of this study is to analyze the characteristics of SPA brands and how each color system is proposed within the BI system. In this study, 8 brands were selected as the most popular SPA brands in Korea and abroad with stores based on brand power and sales and preference by consumers. Therefore, among information factors such as brand identity (BI) and color characteristic. sign system, package, and environmental factors, buildings facade and interior design of eight brands were investigated. Research into color application of BI revealed that four brands used red colors with different tones with different identity differentiation. For the other four brands, the company applied BI designs that gained the brand's character such as a black-and-white or dark blue one. Thus, it is considered important to select BI color in order to differentiate and enhance preferences in brand identity.

• The Journal of the Korea Contents Association
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• v.12 no.6
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• pp.182-190
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• 2012

Based on the study, the issues and trends in the current functional sandal designs on the same product line will be examined for the future developments for the functional sandals and the results were obtained as follows. First, the sandals must have a high front heel with wide floors that meet the ground. Second, the preference for the chromatic colour is stronger than the achromatic colors. Third, the sandals must be designed in curves in terms of the height and shape of the heels and design must consider the shoe's balance. Fourth, the product must appear big to provide a sense of stability. However, the sandals must not be designed too big to make them look crude or cause inconvenience while exercising. Fifth, the sandals must not be designed in too complex ways. This study has investigated and analyzed the external design of functional sandals and the user reviews on the actual sandals were not done. Through more detailed studies, the diversity in the design of functional sandals must be south and Korea's competitive edge in the industry and design must be secured for the future.

• Conservation Science in Museum
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• v.8
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• pp.13-24
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• 2007

The Department of Fine Art requested the conservation science team to examine the technique of painting with gold powder on the gold painted porcelains, which were made in Korea and China, among the items possessed by National Museum of Korea in order to publish it in the research paper collection of the Exchange Exhibition of Korea and China Porcelains. Among the items possessed by National Museum of Korea, such items were included as, an item of Koryo inlaid celadon (No. Gaesung 106), called the celadon with inlaid work (Korean name: Cheongjasanggam suhawonmun geumchaepyunho), which was decorated in the layer of glaze using gold power, an items of tea cup called "Temmku da wan" (No. Bongwan 10011), which was manufactured in the time of Song dynasty of Chinese history, an items of gold cup called "Siyuchohwamun hwageumwan" (No. Bongwan 2027), and an items of a porcelain called "Siyuwan" (No. Duksoo 3322). As the result of the examination, the stabilizing method of baking the decorated porcelains is similar, after they are painted with the pigment mixed with fine gold powder and the glaze solvent, but the treatment method of the colors is a little different among them. In other words, there is a big difference between them, for example, in the case of Koryo celadon, because the gold coloring was painted carefully one by one on the splendid decorations of inlaid works, while in the case of Chinese porcelains, butterflies or arabesque designs are decorated on the layer of the glaze in the porcelains of no decoration, using the stencil skill. According to the result of this examination, the part of the porcelain, whose layer of gold color was peeled off, could be restored, and as the result of the restoration, it was confirmed how beautiful and splendid the gold porcelain had been at the time of being manufactured.

• Journal of Service Research and Studies
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• v.6 no.1
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• pp.29-50
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• 2016

The purpose of this study is to identify the motivation of using and choosing factors in credit cards. These results indicate that considerate of other people factor may emphasize the convenience and safety in using credit cards, while the leisure factor may prefer the real-worth factor as they know that the more they use, the more benefits they would get. As the personality factor and the fashion factor, we can pay much attention to the advertisements, promotions, card designs, the colors, the characters and the social positions of the card holders and that considerate other people factor may like the low annual fees and the accumulating points, buying items on the installments without paying additional interest, which had offered them cash service and card loan. The authors of this paper has suggested an information by which credit card companies can establish the strategies according to the lifestyle of the elderly in silver business market.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.19 no.12
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• pp.186-196
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• 2018

Sports has become one way to improve our own health and to enjoy life by changing the lifestyle of modern-day people. Sports athletes not only give pleasure to the public, but also play a role in elevating a nation's reputation through sports. Tennis is popular with the public, and women players receive tennis wear from various sports companies to promote the designs to the public. This study considers the design-related characteristics of women's tennis wear through content analysis of design elements from the tennis wear in four major tournaments over the most recent five years. This is important in order to provide basic data on design directions for tennis wear in the future. The results of this study are as follows. First, the silhouette plays a role in enhancing activity by considering the physical movement of tennis players who are very active. Second, color emphasizes the rules and clarity of traditional tennis tournaments, and reflects a diversified trend in tennis wear by considering smooth game play by players and combining popular colors in the year. Third, patterns and decorations on material are used as a means to emphasize the esthetics of tennis wear, and tape plays an auxiliary role in emphasizing the physical beauty of women or preventing physical movement causing injury. In addition, sponsor logos are generally located at the center of the chest of tennis wear tops by mixing letters and images. This can be interpreted as a part of the marketing strategy to enhance clarity of the sponsor's brand.

• Korean Journal of Heritage: History & Science
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• v.54 no.4
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• pp.232-245
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• 2021

The present study is about a brand development strategy that utilizes Korean traditional patterns. The global culturenomics phenomenon confirms the value of the cultural aspects of design when a national brand is established. People succeed with their unique aesthetic sense and reinterpret it in a modern view, and this design acts as today's national brands. In this way, people used traditional patterns and original designs, along with regional characteristics and formative style, in developing their designs. However, due to recent changes in the global environment, modern people live in an "untact" world, and consumption culture shifted toward online marketing. In this environment, where one is isolated from social activities, there needs to be a strong image that can dramatically change the mood of one's home. I would like to re-examine the Dan-Chung pattern, whose painting depends on the aesthetic characteristics of architecture to protect the wooden members of the framework in traditional architecture. The pattern and color of Dan-Chung, coated in traditional architecture, differs by the type of construction used, which includes a palace, a Buddhist temple, and a Confucianism Dan Chung. The Geummoon pattern contains aesthetic factors to add solemnity to the Main Buddhist Halls, which contain Buddha. This is a new medium that continues the current traditions instead of remaining in the past. Among different Dan Chung patterns, Geummoon has magnificent decoration consisting of the highest grade materials and unique composition; therefore, it is suitable to be reinterpreted in modern terms. The same pattern can be interpreted in different ways with different colors, so there is a great aesthetic impression in the Geummoon pattern. The value of preservation for exploration and theoretical study of the traditional pattern is important, but recreating the pattern into modern formative art can present a new angle of view and national brand, bearing pride in our cultural assets. The study used multidimensional molding methods for realistic presentation after going through the two-dimensional design process. The significant value of Korean molding beauty which hangs onto the past will play a crucial role in establishing our national brand.

• Asia Marketing Journal
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• v.12 no.2
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• pp.53-81
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• 2010

Brand experience has received much attention from considerable marketing research. When consumers consume and use brands, they are exposed to various specific brand-related stimuli. These brand-related stimuli include brand identity and brand communications(e.g., colors, shapes, designs, slogans, mascots, brand characters) components. Brakus, Schmitt, and Zarantonello(2009) conceptualized brand experience as subjective and internal consumer responses evoked by brand-related stimuli. They demonstrated that brand experience can be broken down into four dimensions(sensory, affective, intellectual, and behavioral). Because experiences result from stimulations and lead to pleasurable outcomes, we expect consumers to want to repeat theses experiences. That is, brand experiences, stored in consumer memory, should affect brand loyalty. Consumers with positive experiences should be more likely to buy a brand again and less likely to buy an alternative brand(Fournier 1998; Oliver 1997). Brand attachment, one of dimensions of the consumer-brand relationship, is defined as an emotional bond to the specific brand(Thomson, MacInnis, and Park 2005). Brand attachment is target-specific bond between the consumer and the specific brand. Thus, strong attachment is attended by a rich set of schema that link the brand to the consumer. Previous researches propose that brand attachments should affect consumers' commitment to the brand. Brand experience differs from affective construct such as brand attachment. Brand attachment is based on interaction between a consumer and the brand. In contrast, brand experience occurs whenever there is a direct and indirect interaction with the brand. Furthermore, brand experience is not an emotional relationship concept. Brakus et al.(2009) suggest that brand experience may result in brand attachment. This study aims to distinguish brand experience dimensions and investigate the effects of brand experience on brand attachment and brand commitment. We test research problems with data from 265 customers having brand experiences in various product categories by using multiple regression and structural equation model. The empirical results can be summarized as follows. First, the paths from affective, behavior, and intellectual experience to the brand attachment were found to be positively significant whereas the effect of sensory experience to brand attachment was not supported. In the consumer literature, sensory experiences for consumers are often equated with aesthetic pleasure. Over time, these pleasure experiences can affect consumer satisfaction. However, sensory pleasures are not linked to attachment such as consumers' strong emotional bond(i.e., hot affect). These empirical results confirms the results of previous studies. Second, brand attachment including passion and connection influences brand commitment positively but affection does not influence brand commitment. In marketing context, consumers with brand attachment have intention to have a willingness to stay with the relationship. The results also imply that consumers' emotional attachment is characterized by a set of brand experience dimensions and consumers who are emotionally attached to the brand are committed. The findings of this research contribute to develop differences between brand experience and brand attachment and to provide practical implications on the brand experience management. Recently, many brand managers have focused on short-term view. According to this study, we suggest that effective brand experience management requires taking a long-term view of marketing decisions.

• Journal of the Korean Institute of Landscape Architecture
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• v.49 no.1
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• pp.70-82
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• 2021

The purpose of this study is to reveal the tendency of planting design through the analysis of the planting of designer's gardens in the Suncheon Bay National Garden and to derive implications for future garden planting designs. The results of the study are as follows: First, the results of the study show that the practice of tree-based planting is still valid. Large growing trees such as 'Pinus densiflrora', 'Celtis sinensis', 'Zelkova serrata', 'Machilus thunbergii', 'Pinus strobus' overwhelmed the size of the designer's garden(150 to 390㎡). Second, the selection of trees tended to be made considering the designer's intention and the decorative effects rather than by considering the physiological and ecological conditions of the site. Third, among the herbaceous, the rate of the planting of perennials was high. Fourth, the flowering period of planted herbaceous was the most common in summer, followed by spring, fall, and winter. Fifth, the frequency color of the planted herbaceous was the most common in summer, followed by spring, fall, and winter. Fifth, in terms of flower color frequency, the most common was the yellow-series, followed by red-series, blue-series Sixth, average height herbaceous plants(20~60cm) were planted the most(47.4%). Seventh, structural plants that determined the garden's framework depended on trees, and the focal plants mainly utilized were evergreen trees, and the midrange plants were the planted herbaceous plants. The implications derived from the above findings are as follows: First, to ensure the garden's quality and sustainability, the selection of trees should be carefully considered, not considering only the artist's intention but also taking into account the physical and ecological conditions. Second, herbaceous plants can be used in various ways― the garden's focal plants, midrange plants, and ground covers, so more active herbaceous planting needs to be considered. Third, in consideration of the winter landscape, herbaceous planting using characteristics, such as fruits and stems, as well as flower colors should be considered. Fourth, blue and black color herbaceous plants have a noticeable effect even in a small amount, so it is necessary to plant them actively. Fifth, for the design of herbaceous planting, where the individual property of plants can be expressed, the design method should be considered.