• Journal of Korea Society of Industrial Information Systems
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• v.11 no.2
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• pp.69-78
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• 2006

This paper is concerned with analyzing the images of Korean automobiles using, so called, sensory engineering, which adapts the sensory and subjective assessment of human beings in evaluating the quality of product. The methodology of analysis is suggested in this paper according to the following steps. First, 14 pairs of adjectives, which describe the image of object cars in view of the semantic differential method, are derived from consulting with several expert panels. Nextly, factor analysis is performed in order to obtain the axises, by which the images space of the object automobiles are specified, and then the images of the object automobiles are measured by the coordinate of all the object automobiles in the image space. In this paper, a sensory estimation experiment is performed to a panel consisting with In undergraduate students residing in the region of Daegu. From the result of analysis of this paper, target images, which the automobile manufacturers are intended, are achieved by and large except one company.

• Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology
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• v.8 no.3
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• pp.531-541
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• 2018

This study researched text mining and text network analysis to analyze the images of Nonghyup Insurance for consumers. With the recent development of social media, many texts are being produced and reproduced, and texts of social media provide important information to companies. Text mining and text network analysis are used in many studies to identify image of company and product. As a result of the text analysis, the positive image of the Nonghyup Insurance is safety and stability. Negative images of the Nonghyup Insurance is concern and anxiety. As a result of the textual network analysis, Centered mage of Nonghyup Insurance is safety and concern. This paper allows researchers to extract several lessons learned that are important for the text mining and text network analysis.

• The Journal of Industrial Distribution & Business
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• v.9 no.9
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• pp.53-62
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• 2018

Purpose - The focus of this study is to investigate the structural influences such as brand value, relationship value, market orientation, long-term orientation, and performance. The effects of brand value and relationship value on the differences on transaction performance in b2b was investigated. Research design, data, and methodology - The subject of this study was a liquor and beverage distribution company that deals in b2b. The research hypothesis is based on literature of the preceding research analysis of brand value, relationship value, market orientation and long-term orientation. This study has constructs that was defined operationally by referencing previous studies. Operational questionnaire was used to investigate the target key staff who work in the liquor and beverage distribution company. 178 survey data were used for empirical analysis to prove the hypothesis. This study used structural equation techniques(AMOS) to prove the research hypothesis. Results - The main results of this empirical study were as follows. First, supplier's brand awareness has a positive effect on market orientation, but did not affect long-term orientation. Brand awareness of suppliers indicates that they are not directly related to long-term orientation. Second, supplier's brand image has a positive effect on market orientation and long-term orientation in b2b transaction. So, the brand image and reputation of the supplier suggest that it is important for the b2b transaction to have a market orientation tendency or a long-term orientation. Third, supplier's relationship value has a positive effect on long-term orientation, but does not affect market orientation. Relationship value indicates that they are not directly related to market orientations of the buyer. Fourth, Market orientation has a positive effect on long-term orientation and marketing performance and long-term orientation has a positive effect on marketing performance in b2b. Additionally, the buyers market and long term orientation are important factors in marketing performance in b2b. ' Conclusions - Based on empirical results, this study confirmed that brand image rather than brand awareness positively influenced long-term orientation as well as market orientation in b2b. Relationship value can be found in transactions, which is important for long-term orientation. Especially, these findings are suggestive in the consumer goods distribution market.

• Asia Marketing Journal
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• v.13 no.3
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• pp.249-264
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• 2011

Brand is the major enduring asset of a company and more valuable than the totality of specific products and facilities. Thus brands are powerful assets that must be carefully developed and managed. The company should design and implement marketing activities and marketing communication programs to build and grow the brand value. Strarbucks, Samsung Galaxy, and Nike brands get a price premium and generate strong customer loyalty. A power brand has high brand equity, which is the differential effect that brand knowledge has on consumer response to the marketing of that brand. Brand equity is created when brands have strong, favorable and unique brand associations with customers and high level of brand awareness. Therefore marketers in building a strong brand should ensure to develop the right type of customer experiences with products and effective integrated marketing communication(IMC) programs to create the brand equity. Since 2007 Sinhan card acquiring the LG card has developed the new brand identity and carefully managed the advertising campaign and other marketing communication mix tools to create the high brand awareness and differential brand image. In this case study we examine how Sinhan card with the goal of being No.1 brand in the credit card market has developed and implemented the IMC Strategy to build a high level of consumer brand awareness, unique brand image and strong customer relationship.

• Journal of Venture Innovation
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• v.1 no.2
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• pp.13-34
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• 2018

In this case, research has been conducted to verify that the purpose of establishing a reputation for establishing a reputation for identifying brand equity is research and investigation in the context of establishing a reputation for establishing a reputation, and conducting research on CSR activities that are essential to the essential activities of companies. The survey conducted a survey on behalf of the National Center for Adult Women and Girls and Girls ' Generation, using the final round of Section 305 to develop a series of findings, including the analysis of the feasibility analysis, feasibility analysis, reliability, correlation analysis, and factors analysis. A summary of the effects of research on corporate reputation on corporate reputation according to corporate CSR activities is as follows. 1st. Brand equity will have a positive effect on the Company's reputation. The hypothesis had a significant impact on brand recognition, brand loyalty, and perceived quality, but did not have significant impact on the brand image. 2st. Brand equity will have a positive effect on ethical responsibility. The hypothesis had a significant impact on brand recognition, brand loyalty, and perceived quality, but did not have significant impact on the brand image. 3st, the brand equity will have a positive effect on the benefit of the benevolent. The hypothesis had a significant impact on brand recognition, brand loyalty, and perceived quality, but did not have significant impact on the brand image. 4st, The theory that the influence of positive(+) will affect the company's reputation has a significant impact on both ethical and philanthropic factors. 5st. The ethical responsibility was found to have no effect on the usefulness of the brand between brand assets and corporate reputation. 6st. The philanthropic responsibility was partly attributable to the fact that there was a substitution between brand equity and corporate reputation. In sum, the company needs to prioritize its brand recognition before establishing its reputation, and the reason why it should be implemented is that the other elements of the brand equity should be evaluated with the presence of other elements of the brand equity, thereby ensuring continued compliance with continuous CSR activities. As a result, consumers expect to see the performance-based role of the company as a strategic and long-term perspective, as consumers want to see the CSR activity and the corporate reputation in a long-term manner, as opposed to the financial responsibility and legal responsibilities of the past, as opposed to the past.

• The Korean Journal of Franchise Management
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• v.8 no.4
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• pp.33-43
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• 2017

Purpose - Previous studies about corporate image generally explore how corporate image affects a company's effectiveness from the consumer view. However this study attempts to explore the impacts of corporate image (reliability, friendly, corporate social responsibility, and innovation) on employees' altruistic behaviors in the franchise industry context. This study also examine whether organizational trust and affective commitment play a mediating role in the relationship between corporate image and employees' altruistic behaviors. The authors developed several hypotheses to achieve these purposes. Research design, data, and methodology - The data were collected from employees in food-service franchise companies located in Seoul, Korea. Among a total of 363 questionnaires distributed, 294(response rate of 81%) questionnaires were returned. After excluding 18 invalid respondent questionnaires, 276 valid questionnaires(response rate of 76%) were coded and analyzed using frequency, confirmatory factor analysis, correlations analysis, and structural equation modeling with SPSS 21 and SmartPLS 3.0. Result - The findings of the study are as follows: First, friendly, CSR, and innovation had positive effects on organizational trust, but reliability did not have a significant effect on organizational trust. Second, reliability and friendly of corporate image had positive effects on affective commitment, but CSR and innovation did have a significant effect on affective commitment. Third, organizational trust and affective commitment had positive effects on employees' altruistic behaviors. Conclusions - The aim of this study is to investigate the franchise corporate image as a significant influencing factor of employees' altruistic behaviors. The data were collected from only employees from franchising companies. The findings might vary from position to position. Future studies need to collect and compare data from managers. Future studies need to consider other variables that affect employees' altruistic behaviors. For example, leadership and market orientation might influence employees' attitude and behaviors. Also, future research should include other variables and it may have limitations in sample representative because of sampling franchise corporate in Seoul. Future studies will include franchise corporate all over the country. Future studies can also consider other variables (e.g., job performance and turnover intentions) to measure employee performance at the level of individuals and identify the impact of employee performance on business performance at the level of corporate.

• Journal of the Korea Fashion and Costume Design Association
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• v.6 no.2
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• pp.77-87
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• 2004

The purpose of this study was to analize the types of symbol concretely, one of a constituent elements of brand, using in Apparel Brands and to examine the meaning of symbol in the internet site of each brand and to evaluate the symbols in the aesthetic dimension and to suggest a basic data of the branding strategy for marketers. For this purpose, 41 Apparel Brands were selected from fashion magazine and the types of symbol used in the Apparel Brands were classified into three types. According to the formative characters of symbol, there were word symbol, descriptive symbol and abstractive symbol. The results of the study were following: the order was the descriptive symbol, word symbol, and abstractive symbol. The percentages of using symbols were descriptive symbol(61%), word symbol(29%), and abstractive symbol(l0%). The Apparel Brands used the most frequently the descriptive symbol that represents or symbolizes a concrete object to represent the image of brand. The abstractive symbol that use a graphic style or geometrical form to deliver the character of brand was used lowest. From this results, we could find that the descriptive symbol was used to deliver/notify the character or image of company's own brand easy and quickly to consumers in symbolic meaning making use of a concrete object such as a animal, plant, specific object or fictitious person, etc than word or abstractive symbol.

• Korean Institute of Interior Design Journal
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• v.17 no.6
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• pp.128-136
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• 2008

It wouldn't be exaggerating to say that we're living in a "Brand age" these days. Brand is easily spotted anywhere around our surroundings, influencing us in a material and a moral way. BI(Brand Identity) which brings increase on sales by constructing and improving the brand image, are infect visually compressed Identity designs that will give the interior space that have applied it, superiority in building a unified image. Then, graphic plays an important role in expressing Identity designs visually. These days, interior space graphic is an emotional field that can materialize images, which became an important expressing medium that offers various images and creativity and show interior space's brand identity. In this manner, space graphic that applies identity designs, clearly states brand's intentions on space communication and users by designing company images or brand's emotional factors visually and dimensionally. Also, it escapes plane level, and gives space, dimensional and kinetic elements, which can give differentiation with other brand's space. These kinds of flexibility let space graphic be used efficiently in extending space identity.

• The Journal of the Korea Contents Association
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• v.15 no.9
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• pp.436-444
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• 2015

The China smartphone market saw continuous growth since 2010, with total smartphone users up to 5,190 million by the end of 2014. For marketers, it seems some careful consideration will be required when it comes to deciding on how to capture loyal customers to bring profit for a company. Thus, this study aims to develop a model to investigate the factors influencing customer loyalty through brand attitude in China's smartphone market. Twelve research hypotheses derived from this model are validated using a field survey of Sumsung smartphone users in China. The results indicate that customer loyalty is jointly influenced by brand loyalty and perceived product quality. At the same time, critical mass and perceived product quality has a significant influence on brand image.

• Journal of Korea Game Society
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• v.20 no.4
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• pp.11-20
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• 2020

In the rapidly changing mobile app market, it is crucial to develop a good idea quickly and receive its market evaluation. For a small-sized company, however, it is very challenging to rapidly develop and deploy their products in response to highly fragmented mobile environments. This article demonstrates that our integrated development environment using both React Native and Unity3D when developing a mobile app achieves a high level of functionality and performance requirements successfully. Moreover, this integrated environment helps reduce development costs and shorten development time.