• 한국의류학회지
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• 제34권2호
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• pp.242-251
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• 2010

Experiential marketing focuses on the experience of customers to connect a company and a brand with the lifestyle of customers that influences buying behavior. This study investigates how the persons who experienced brand ambassadors for public relations as experiential marketing recognized brand equity, how personal satisfaction accomplished as a brand ambassador influenced brand equity, and how the effects are different based upon demographic information. The research methodology was a questionnaire distributed to individuals who experienced work as a public relations brand ambassador. A total of 104 returned questionnaires were analyzed by internal validity, t-test, and regression analysis with SPSS 12.0. The results of this study are as follows: Experiential marketing through a public relations brand ambassador positively influenced brand equity. The satisfaction at the company while working as brand ambassador positively influenced brand equity. Experiential marketing influenced more men than women regarding perceived quality and brand loyalty among brand equity. There is no significant differences regarding career (bank or apparel) among brand awareness, brand image, perceived quality, and brand loyalty.

• 대한안전경영과학회지
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• 제19권3호
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• pp.123-128
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• 2017

Logistics companies distinguish between medium-sized business and small business according to the size of enterprises. Of course, conglomerates are called global corporations. In this study, mid-sized companies over a certain size or more and those below are classified and decide the priorities among important factors to secure competitiveness in logistics companies are determined through AHP technique. Mid-sized companies are companies that can provide more than two logistics services. For example, they provide warehousing and transportation services in the same time. small companies are companies that can mostly provide one functional service. Warehousing, transportation, manpower, and information are listed as factors in this study. As a result of the study, medium-sized companies emphasized on the importance of transportation. When it comes to small companies, warehousing was emphasized as an important factor. Due to the simultaneous and contemporary service of warehousing and transportation in small-sized company, the reliable image of the company will be underestimated in case of delays in transportation. Competitiveness will also be weakened. Global corporations or conglomerates will start to consider relocating warehousing areas to others except for the central storage hub. They won't plan to invest directly, either. Therefore, it will be possible to secure competitiveness by providing the function of warehousing and to signed easily partnership.

• 한국컴퓨터정보학회논문지
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• 제19권2호
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• pp.117-124
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• 2014

본 논문에서는 소셜 영상과 컬러 마케팅기법을 결합하여 전략적이고 효과적인 영상 기법을 제안함으로써, 기업의 관점에서 효과적인 마케팅적 효과를 얻는 것을 목표로 한다. 연구 방법으로는 흑백 영상과 컬러 추출된 스톱모션기법의 이미지의 결합 기법을 구현하고 구체적인 프로세스를 분석하는 것을 연구 범위로 삼았다. 기대 효과로는 기업 및 브랜드의 효과적인 소셜 영상 마케팅을 위한 구체적인 영상 구현 및 새로운 영상 기법을 제안함으로써 소셜 영상 마케팅 발전 및 활성화에 기여할 수 있다는 것이다. 이를 통해 기업의 관점에서는 자사의 핵심 메시지를 담은 컬러를 통해 사용자(대중)에게 일관된 이미지를 심어줄 수 있기 때문에 긍정적이고 효과적이다.

• 한국안전학회지
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• 제19권1호
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• pp.108-116
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• 2004

After the IMF financial crisis, a lot of risks in construction industry have been increased gradually with the expansion of construction industry widely, higher stories of building, and the expansion of the underground space and excavation work. These risks are bringing out construction accidents such as the death, the injury of worker and so on, not so much as it would be effected the corporation's image. In spite of these situations, many construction industries still maintain the wrong methods and not try to decrease construction accidents. Recently, we should focus on the fact that management system of the larger construction also is being good, on the other hand, the condition of the work in the case of smaller construction industries is very poor, construction company have a particular safety management system but it has a difference according to the construction magnitude, construction companies have a particular safety management system but it has a difference depending on the construction according to the construction magnitude. Therefore, this study will suggest the developed way of construction safety management by the comparison and analysis from the difference between the higher and the smaller construction industries.

• The Journal of Asian Finance, Economics and Business
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• 제8권1호
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• pp.123-133
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• 2021

This research aims to examine the effect of carbon emission disclosure on firm value and to reveal environmental performance and industrial type as the moderating variables. This study used 82 samples of companies listed on the Indonesia Stock Exchange (IDX) and receiving awards in the Indonesian Sustainability Reporting Award (ISRA) in 2014-2018. This study used a multiple linear regression analysis to test the hypotheses. The results showed that carbon emission disclosure had a positive and significant effect on firm value as carbon emission disclosure is a form of corporate concern on environment positively responded by the market and becomes the basis for investors to make their considerations in assessing the company sustainability. Besides, environmental performance and industrial type can strengthen the influence relationship of carbon emission disclosure on firm value since environmental performance was assessed based on ISO 14001 certification ensuring that the company has tried to preserve the environmental sustainability by creating a good environmental management system. Moreover, companies categorized into high profile industrial type have tried to change their unfavorable image and avoid lawsuits by performing carbon emission disclosure to gain positive responses from the market.

• Asia Marketing Journal
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• 제22권2호
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• pp.19-57
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• 2020

A rapidly shifting, hyper-sensitive modern fashion industry, coupled with an increasingly developing global environmental concern, has seen to an ever-imperative role for corporate social responsibility (CSR) to play in the successful operation of fashion companies. This study primarily investigates effective measures for successful CSR implementation in both corporate and consumer domains, looking at Patagonia, an exemplar company with an environmental mission, to understand the central contributions of active consumer engagement to the success of CSR initiatives. We explore consumer admiration as a concept necessary to elevate CSR practices from image maintenance to genuine engagement and advocacy, and how such admiration could be cultivated on the consumer-side, investigating perceived CSR authenticity and corporate self-sacrifice as primary determinants. Specifically, we speculate the asymmetric role of consumers' moral identity, revealing that moral identity symbolization positively interacts with both determinants while negatively moderating the relationship of these intentions and consumer admiration. We derive our analysis from diverse international and Korean data, concluding with theoretical and managerial implications for domestic and international companies in pursuit of environmental CSR campaigns that bridge consumer and company, as well as limitations and future research directions.

• Asia Marketing Journal
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• 제20권4호
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• pp.1-19
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• 2019

This paper reports a case study of SevenBräu, the first company to acquire a license for small and medium scale beer manufacturing in Korea. This study explores how SevenBräu analyzed its consumers, competition, and environment to set its target market and successfully positioned itself to explore new markets in Korea. The company accomplished this through a mixture of marketing strategies with differentiated products and consumer benefits. SevenBräu has been growing fast and establishing its image as a "high-quality craft beer locally produced in a traditional way" and a "beer with regional characteristics," with young consumers (aged 20 to 35) as the main target. Such remarkable growth of SevenBräu can be attributed to factors such as: (1) product differentiation to satisfy the needs of consumers for taste, flavor, diversity, and freshness, (2) developing brands with regional characteristics and actively communicating its strategy through earned and owned media, and (3) sustainable management, considering both social value creation and environmental performance. Lastly, this case study presents challenges in the areas of brand management, value delivery network, and communication that SevenBräu needs to address in the beer market that faces increasing competition.

• 복식문화연구
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• 제23권4호
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• pp.644-660
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• 2015

The social responsibility of fashion companies has become a crucial factor considering company image and awareness. Businesses have thus increased their CSR activities. However, few studies have shown clear and consistent results regarding the effectiveness of CSR activities. Therefore, this study focuses on the evaluation of the direct effect of CSR on trust and corporate reputation including its moderation by consumer's perceived fit and motivation. A total of 284 completed questionnaires were obtained from adult consumers in the fashion market with promotional leaflets for CSR activities as stimuli. The results were as follows. First, the dimensions for CSR activities were categorized as follows: Social welfare responsibility, environment protection, economic responsibility, social regulation compliance, customer protection, and culture and arts support. Further social regulation compliance, and economic and social welfare responsibilities positively affected corporate trust and reputation. Second, the main effect of perceived CSR activities and fit on corporate trust and reputation was significant, and the interaction effects of the social welfare, environment protection, and culture and arts support of CSR activities and fit were significant. Finally, the interaction effect of perceived CSR activities and motivation on corporate trust and reputation was not significant, but the main effect was significant. Implications of how to manage and enhance the effectiveness of CSR activities are offered.

• 디자인학연구
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• 제6권1호
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• pp.47-72
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• 1993

Nowadays conmpetltlOn of developing new products is getting keen. We can notice that the role and importance of design are emphasized more than ever.The main cause of this tendency is that technical power is no more a factor which secures the superiority in products competition, as technology is gneneralized in the world. Therefore, design is recognized intensely as a competitive strategy to promote competitive power of products. It is an already known fact that the design for both rational function and charming form to satisfy consumer's desires is a short cut to success, when a company develops a new product to promote competitive power in market. The design which plays a leading role in the activity of developing more cnovenient, more economical and more aesthetic products is called 'Competitive Edge' or 'New Corporate Weapon'. Judging form each company's case of developing products, we can guess that it has its own plan and process of developing new products with defferdnl interest and effort. The strategy of developing products is considered as the most important factor that affects the very existence of rhe company. This thesis is composed of six chapters in all. In the firstchapter, I describe the purpose, method, and scope of study.The second chapter includes the image of form in oil fan heater market in nearby Japan and that of interior in our domestic home and shops, and the trend of word life cycle by analyzing circumstances. The third chapter focuses on consumer's attitude. In the fourth chapter, I compare and test current products of competitive companies including Samsung, Daewoo, Shinilwith those of Gold STar. The trend of products, technique, and design which resulted form this comparison is described. In the fifth chapter I explain the strategy, and process of design of oil fan heater in 1992. The last conclusive chapter presents the major point drawed form the case study, but not includes an estimation of products and the condition of market. In this thesis, I reconsider the general understanding of design and designing process and the value of design as a main factor in the strategy of management by investigating the development of products and the strategy of design, and the process of design.

• 대한원격탐사학회:학술대회논문집
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• 대한원격탐사학회 2006년도 Proceedings of ISRS 2006 PORSEC Volume II
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• pp.959-962
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• 2006

Public education is undoubtedly a very important aspect for a country to develop space program. People have the rights to understand how the tax they paid is being used. This paper addresses the effectiveness of FORMOSAT-2 on public education in Taiwan. As the first remote sensing satellite of the National Space Organization (NSPO) of Taiwan, FORMOSAT-2 is a small satellite of 746 kg mass for two remote sensing missions: Earth and upward lightning observations. The mission orbit is sun-synchronous of 888 km altitude for exactly 14 revolutions per day. For earth observation, the payload is an advanced high resolution remote sensing instrument (RSI) with ground sampling distance (GSD) 2 m in panchromatic (PAN) band and 8 m in four multi-spectral (MS) bands. For upward lightning observation, the payload is an imager of sprites and upper atmospheric lightning (ISUAL). After more than two years of Earth observation started in June 2004, the effectiveness of FORMOSAT-2 images on public education in Taiwan is very promised. Five domestic universities and one private company in Taiwan have signed contracts respectively with NSPO to take the roles of satellite image investigator and distributor. A private company has signed contract with NSPO to generate and provide URMAP (= your map) in its website for general public applications by using FORMOSAT-2 images. The Newtonkids Book Company used FORMOSAT-2 images to publish a kind of calendar for children education purpose. Besides, a science team in National Cheng Kung University (NCKU) is doing the research work on the 3820 (up to 30 June 2006) transient luminous events (TLEs) observed by FORMOSAT-2.