• Fashion, Industry and Education
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• 제14권1호
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• pp.31-39
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• 2016

With the emergence of online communities, the role of online communities in establishing brand equity has been greatly emphasized. In order to enhance our understanding of commitment in online brand communities, the present study attempts to investigate how three dimensions of community commitment (continuance, affective, and normative commitment) influence each component of brand equity (brand awareness, brand association, perceived quality, and brand loyalty) in the context of company-initiated online brand community. An online survey was conducted with a sample of online brand community members. The results found differential impacts of three types of community commitment on brand equity components, emphasizing the role of continuance and affective commitment. Continuance community commitment positively influenced brand awareness and brand association. Affective community commitment positively affected perceived quality, while among the three, only continuance and affective community commitment influenced the enhancement of brand loyalty. The results suggest that brand marketers need to focus on continuance and affective commitment factors in their online communities to effectively enhance brand equity possessed by consumers. Theoretical and managerial implications are provided.

• Journal of Community Nutrition
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• 제8권2호
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• pp.96-101
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• 2006

This study compares brand equity of the fast food industry between Korea and the Philippines. This comparison is conducted by measuring a price premium that the college students in both countries would pay for hamburgers. Three popular fast food chains in each country, Lotteria, McDonalds', and Burger King in Korea and Jollibee, McDonalds', and Burger King in the Philippines, were chosen for the study. Utilizing a brand-based comparative approach, the findings of the study indicated that Burger King showed the highest brand equity for the premium brand image in both countries, whereas both local brands had a lower brand equity compared to international brands. The results of the study provide useful information for international and local brand managers that wish to establish strategies for a brand image, as well as to manage brand equity effectively. (J Community Nutrition 8(2): 96-101, 2006)

• 대한지리학회지
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• 제45권4호
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• pp.521-539
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• 2010

최근 많은 지자체들이 빠르게 변화하는 행정수요와 환경에 대해 효과적으로 대처하기 위한 일환으로 동통폐합 사업을 적극적으로 추진하고 있다. 이러한 행정적 노력은 지역 주민생활의 질에 직접적으로 관여하는 동사무소의 입지 특성에도 크게 영향을 미치고 있다. 본 연구에서는 행정 변화에 따른 동주민센터(구'동사무소')의 입지 변화를 체계적으로 분석하고, 공간적 접근성을 최적화하는 입지 대안을 제시한다. 이를 위한 사례 분석으로 서울시 마포구를 대상으로 현 동주민센터의 입지 패턴을 분석하고, 공간적 효율성이 최적화된 메디언(median), 공간적 형평성이 최적화된 센터(center), 효율성과 형평성 사이의 상충관계를 고려한 절충적인 대안을 제시하는 센디언(centdian)을 도출함으로써 기존의 입지 패턴을 보다 체계적으로 비교분석한다. 분석 결과는 각 동주민센터의 입지 특성을 공간적 효율성 및 형평성에 따라 체계적으로 평가하고 있으며, 선정된 최적 입지 대안들과 비교해서 현 주민센터의 입지가 전반적으로 효율성 및 형평성 측면에서 공간적으로 최적화되어 있지 않음을 보여주고 있다.

• Journal of Sport and Applied Science
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• 제4권2호
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• pp.31-43
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• 2020

Purpose: The purpose of this study is to provide fundamental information for professional sports and economy activation of cities, to explore mutual cooperative constructive relationship, and to investigate the Impact of Korean professional volleyball teams brand personality on city brand equity. Research design, data, and methodology: The study collected 500 survey responses and analyzed 478 surveys except for 22 which did not complete all items. For analyzing data, frequency, reliability, exploratory factor analysis, t-test, One-Way ANOVA, correlation, Multiple Regression were computed. Results: First, in difference in brand personality and city brand equity, due to gender, age, region of fan, significant difference were shown statistically in team image by gender, in honesty, interest and obdurability of brand personality by age, and in local community contribution, development possibility and sports facility of team image. Also, all factors show significant difference in region of fan. Second, regarding the impact of brand personality on city brand equity, honesty and capacity were shown to affect every factor of city brand equity, interest affected city image, and obdurability affected city perception. Conclusion: Professional teams need to develop win-win relationship with local community and seek to build positve image towards community fans via distinctive strategies for positioning.

• 경영과정보연구
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• 제37권2호
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• pp.125-147
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• 2018

본 연구는 팬시민행동이 스포츠마케팅 성과 간 구조적 관계에 관한 연구로 부산지역 롯데자이언츠 팬을 대상으로 220부의 설문지를 배포하였으며, 205부의 설문지를 최종 사용하였다. 연구모형을 바탕으로 SPSS 25.0과 Smart PLS 2.0을 이용하여 가설을 검증한 결과 총 17개의 기설 중 4개의 가설(가설 5-3, 가설 6-1, 가설 6-2, 가설 6-3)을 제외하고 모든 가설이 채택되었다. 이에 대한 구체적인 결과는 다음과 같다. 첫 번째, 팬시민행동은 구단자산(가설 1), 스폰서 자산(가설 2), 지역 자산(가설 3)에 모두 정(+)의 영향을 미치고 있는 것으로 나타났다. 두 번째, 구단자산은 스폰서 자산(가설 4)에 모두 정(+)의 영향을 미치고 있는 것으로 나타났으며, 지역이미지(가설 5-1), 지역사회기여(가설 5-2)에 정(+)의 영향을 미치고 있는 것으로 나타났다. 반면에 사회적 교류(가설 5-3)에는 통계적으로 유의하지 않는 것으로 나타났다. 마지막으로 스폰서 자산과 지역자산과의 관계는 다음과 같다. 기업이미지는 지역 자산 모두에 통계적으로 유의하지 않으며, 기업인지도는 모두 정(+)의 영향을 미치고 있는 것으로 나타났다. 본 연구의 결과는 팬 시민행동이 스포츠마케팅 성과에 미치는 영향에 대한 종합적인 이해와 이론적, 실무적 시사점을 제공할 것으로 기대된다.

• 한국산업정보학회논문지
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• 제13권4호
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• pp.155-172
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• 2008

본 연구에서는 선행연구를 바탕으로 온라인 브랜드 커뮤니티 내에서의 상호작용성의 구성요인들을 종합적으로 도출하고, 이러한 구성요인들이 브랜드 커뮤니티에 대한 정서적 몰입을 매개로 하여 기업관점에서의 브랜드 커뮤니티의 궁극적 성과인 브랜드 자산의 구성요인들에 미치는 영향을 구조적으로 파악하고자 한다. 상호작용성은 4가지 구성요인 즉, 유연성 개인화 반응성 연결성으로 개념화 하였으며 브랜드 자산은 브랜드 연상, 브랜드인지, 브랜드 충성도로 구성하였다. 온라인 브랜드커뮤니티에 회원으로 가입하고 있는 부산지역 대학생 127명을 표본으로 실증 분석하였으며, 분석 결과, 개인화, 반응성, 유연성은 커뮤니티 몰입에 통계적으로 유의한 영향을 미치는 것으로 나타났으며 연결성은 유의적인 영향을 미치지 않는 것으로 나타났다. 브랜드에 대한 정서적 몰입은 브랜드 자산의 3가지 구성요소, 즉 브랜드 연상 브랜드 인지, 브랜드 충성도에 긍정적인 영향을 미치는 것으로 나타났다.

• The Journal of Asian Finance, Economics and Business
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• 제9권5호
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• pp.87-98
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• 2022

Purpose: The is study aimed to examine the impact of consumer ethnocentrism on reasoned action and brand equity on Generation Z in Vietnam. Research design, data and methodology: A quantitative study was undertaken on 302 Generation Z members. The data for the study was collected using a Google Form-based questionnaire from December 2021 to January 2022. Descriptive statistics, Cronbach's alpha, and structural equation modeling were among the data analysis techniques employed. The results: The results show that consumer ethnocentrism has a direct positive impact on reasoned action (subjective norms and attitude toward domestic goods) as well as an indirect positive impact on brand equity, including brand awareness, brand quality, and brand image. Major findings: According to the findings of this study, governments should continue to push propaganda and advocacy programs, call for national pride and encourage home consumers to support and use domestic goods. Domestic brands must strengthen their ties to the community and invest in community-oriented programs that promote domestic consumption. Vietnam's domestic fashion brands need to promote the exploitation of community-oriented and nationalistic content to call on domestic consumers to support them to consume domestic brands.

• The Journal of Asian Finance, Economics and Business
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• 제7권2호
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• pp.271-280
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• 2020

The study aims to provide some evidence of the effects of CSR practices on financial-based brand equity in Malaysia. Nowadays, many companies have embraced corporate social responsibility (CSR) practices because CSR is a vital component of the current competitive and complex business arena. It contributes greatly to social, environmental, and economic condition. With CSR practices, companies are able to achieve many benefits and there is evidence that CSR practices predict higher brand equity. However, little evidence has been produced concerning the effects of CSR practices on financial aspects of brand equity in developing countries such as Malaysia. Therefore, this paper aims to investigate the effects of CSR practices on financial based brand equity among Malaysia Top 100 brand. A CSR checklist instrument was used in the current study to examine the extent of CSR practiced. The results indicated that PLCs that were actively involved in CSR practices such as environmental, community, workplace and marketplace, found that this involvement enhanced their brand equity. The findings provide useful support and evidence for the management of PLCs in Malaysia, as well as companies in other developing countries, to engage more in CSR practices as a core element of their strategic and brand management.

• 환경정책연구
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• 제3권2호
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• pp.59-87
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• 2004

In its Declaration of Principles, the United Nations Conference on Environment and Development recommends that, "to achieve sustainable development and a higher quality of life for all people, states should reduce and eliminate unsustainable patterns of production and consumption...." This notion of sustainability lies at the core of many "commons" problems, where the central issue is to enable "individuals to sustain long-term, productive use of natural resource systems". In other worlds, a common definition of "sustainability" captures the idea of aligning human consumption with the capacity of ecological systems to supply, over a long period of time, such natural resources as air, soil, or water on which production depends. The concept of sustainability raises all sorts of political, social, and economic questions about the distribution of environmental protection. For sustainable community development to be addressed, these questions must be raised. In order to convince different citizenry of the necessity of sustainability, these questions must also be answered. This is where questions of equity, justice, and fairness arise. Sustainability and equity require that we deal with nature as an undivided whole, with no part being unsustainable. Sustainability and social policy also requires that we deal with the human population as an undivided whole. We simply cannot move people around the planet to either perpetuate past practices of earth exploitation or to implement sustainable planning. Everyone must work with the people inhabiting sensitive ecological areas, especially areas of regeneration. In the sustainable global community, we are as strong as our weakest link, or our most toxic community. This is the undeniable driving force for the infusion of equity into the sustainable development debate.

• 농촌지도와개발
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• 제29권3호
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• pp.173-189
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• 2022

This study aims to evaluate the location suitability of the Living SOC Project in rural areas. For the assessment of location suitability, we applied location efficiency and location equity, respectively. One hundred sixteen national sports centers in 57 rural areas are selected as the target of analysis. The location efficiency and location equity in each sports center revealed a large gap between facilities. The location suitability evaluation results examined in 57 rural areas were similar to those analyzed at individual facilities. The correlation between the location suitability results and rural characteristics was weak. Also, location efficiency and location equity have a fragile relationship. In the light of these results, the location of the sports center, whose supply has been confirmed in rural areas through the Living SOC project, does not consider regional characteristics actively. In addition, it is difficult to say that the location efficiency and location equity of sports centers have been proactively estimated. Therefore, breaking away from the performance-oriented policy and switching to a lifestyle SOC supply policy based on the pre- and ex-post location evaluation system is necessary.