• Journal of the Korean Society of Food Culture
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• v.33 no.3
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• pp.207-216
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• 2018

This study examined the potential of export items in Malaysia by investigating the awareness and preference for Korean food products. A high potential product list developed from the literature, included reports about the food export status in Korea and Malaysian food trends. An online survey was carried out with 600 consumers in Malaysia. With 435 valid responses, the average awareness of the Korean food products was 3.13, and the preference was 3.48 on a 5-point scale. The awareness and preference of Korean food products were higher in the 20s-30s group than in the older groups. In particular, the Muslim group had a higher awareness for 'ramyon' than the other groups, and the Buddhist group had a higher preference for 'ginseng beverage' than the other groups. The most well-known and preferred products were ramyon, hot noodles, kimchi, biscuits, fruits & vegetable beverage, and sauce (with Korean traditional sauce)'. Based on these results, the marketing implications of the study findings are discussed.

• Food Science of Animal Resources
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• v.38 no.4
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• pp.653-663
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• 2018

Lamb has long been considered a traditional meal within Australia; however as consumer preferences have changed since the 1950's, consumption of lamb has decreased from the 1980's. This is the result of changing societal roles, particularly for females, decreasing household sizes and increasing awareness of the impact of food choices on human health. Since the 1980's improvement of farm practices and increases in genetic gains has addressed part of this decline by increasing the amount of lean meat and decreasing fat in lamb retail cuts. Yet, this has created a challenge for the industry to utilise the larger carcases now being produced. Thus, a whole value chain approach to increasing consumption has been undertaken through several research programs to create cuts which suit the modern consumer, examine nutritional and eating quality and increase adoption of value added cuts. Therefore, this paper outlines this history of changing consumer patterns and the consequent research to address these changes.

• Human Ecology Research
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• v.53 no.6
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• pp.655-665
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• 2015

This study classified respondents by food-lifestyle and investigated differences in diet-related attitudes and demographic variables among food-lifestyle groups. Diet-related attitudes consisted of variables such as interest in diet, trial number of diet, diet period, weight loss, diet motivation, verification of products approved by the Ministry of Food and Drug Safety, verification of manufacturer's reliability, examination of damage cases and side effects, and awareness of consumer protection law. This study administered a questionnaire survey to adults between the ages of 20 and 39 who lived in Daegu and Uijeongbu from November 17th to December 14th 2014. Data collected from 293 respondents were analyzed using descriptive statistics, factor analyses, cluster analysis, analysis of variance (ANOVA) and chi-square tests. Four clusters (passive eating habit group, active eating habit group, convenience oriented group, and taste and health oriented group) were developed according to four factors of food-lifestyle (health-conscious, popularity-seeking, taste-seeking, convenience-seeking). The results of the ANOVA and chi-square tests indicated significant differences in interest in diet, awareness of consumer protection law, verification of products approved by the Ministry of Food and Drug Safety, verification of manufacturer's reliability, examination of damage cases and side effects, gender, education levels and household monthly income levels among food-lifestyle groups.

• The Journal of the Korea Contents Association
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• v.15 no.8
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• pp.119-129
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• 2015

The purpose of this paper is to improve efficiency in establishing brand identity by researching the effect of local airlines' use of color identity on consumer's brand awareness. Case analysis on color image has first been implemented. And then an empirical study has been carried out in order to measure the effects of consumer's brand awareness based on color image and correlation of an airline company's image with its color image on formation of brand image. Airline's use of color identity, associated with color image, plays an important role in consumer's brand association. Also, the importance of color application will be raised identifying that it has a positive impact in establishing domestic airline's brand identity. This will contribute to the domestic airlines in emerging as global leaders with distinct brand identities and competitive edge. Furthermore, this study will suggest continuing research focusing on new aspects in sensuous consumption behavior given that existing researches on airline's brand have been limited to human services, system, and flight operation.

• Journal of the Korean Society of Food Culture
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• v.26 no.6
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• pp.657-672
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• 2011

This study was a survey of consumer awareness and attitudes about genetically modified foods and their labeling regulations. Questionnaires were distributed to 4,620 consumers who lived in different areas of Korea, and 4,076 people responded. The consumers were asked about knowledge, labeling information, and their sources of information about GM foods. Respondents from Seoul, Jeonnam, and Gyeongnam answered mostly "nearly don't know > moderate > never know > know a little." Respondents from Gyeonggi answered "moderate > nearly don't know > never know > know a little." According to occupation, housewives, company employees, consultants, and students answered mostly "nearly don't know > moderate > never know > know a little. "Consumers answered about the intent to buy GM foods differently according to area, occupation, and education. Seoul and Gyeonggi residents said that reinforcing factors to relieve the insecurity of GM foods were "evaluating safety > management of GM foods by the government > GM food regulation system." There were other answers according to area, occupation, and education. About GM-related education methods that they wished to have, residents of the Seoul area said "books/leaflets" most often, but residents of the Gyounggi area said "attending a lecture" most often. Housewives also said "attending a lecture," but teachers and students said "Internetbased education" most often. About the kinds of education that they could join, Seoul residents answered "consumer groups > school parents > public institutions," but Gyeonggi and Chungnam area residents answered "public institutions > consumer groups > school parents." Housewives and students answered "consumer groups" most often, but consultants and private business owners answered "public institutions" most often. We realized that different education methods were necessary for different areas, occupations, and education levels.

• Journal of the Korean Society of Costume
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• v.64 no.1
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• pp.18-30
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• 2014

As economy is growing and income level is increasing, more people are pursuing relaxation and leisure in their life. As the sports market in Korea is flourishing, sports wear companies have begun to focus marketing their brand by carefully selecting advertising models in order to get more exposure for their brands. The purpose of this study was to analyze, the effects of the advertising model types had on the company's brand recognition, and consumer subjectivity on consumer's preference and purchasing intention were studied. The subjects for the study were 260 men and women in their 20~30s living in Seoul and Gyunggi province. Three-way ANOVA was conducted for the data analysis. The results showed significant interactions between the three independent variables on preference. Although there were various advertising model types due to the improvement of media, (brand advertisement employing) the well known celebrity model was more effective for raising consumer brand awareness compared to non-celebrity models.

• Journal of Global Scholars of Marketing Science
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• v.8
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• pp.165-181
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• 2001

The purpose of this study was to observe brand awareness and to research brand image in on line and off line market of casual wear. This study was to observe consumer's seeking image also. The 600 reliable questionnaires were used for statistical analysis. A SAS statistical package including frequency table, Chi-square test was used. The results of this study were as follows: 1. Online research group and offline group had an association in brand awareness. 2. Consumers perceived natural, simple and comfortable image from Giodano brand. 3. The most favorite brand by online and offline group was Polo. The reason for their favorite brands were style > design > color in order. 4. Consumer sought simple, comfortable image in wearing a casual wear.

• Journal of Fashion Business
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• v.10 no.2
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• pp.117-146
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• 2006

The brand equity is defined differently as each view of careers such as consumers, producers, distributors, however, the brand loyalty can be thought to be made from consumers, which means that it can be more reasonable to be looked into as part of consumer rather than financial affairs or account. The brand equity based on the customers' perception can be called the preference that it be made after the presence of brand. The value of the brand that consumers feel emotionally is as important as the value of the brand in the real market. It is possible to increase the brand loyalty in the future by the consumers' inclinable feeling to the brand. This inclinable feeling to the brand can be connected to the purchase, however, it shows that the importance of consumer's emotional attitude to the brand is less considered in the existing studies. This study showed that the brand awareness and the brand experience after using it, the identity as perceived quality, brand personality, consumption emotion, the brand image and how the consumer emotionally feel the brand, the brand loyalty for fashion brand. The purpose of this study was how to build the value of the fashion brand equity after investigating into those factors.

• The Research Journal of the Costume Culture
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• v.20 no.5
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• pp.695-708
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• 2012

This study researched consumers' awareness regarding the commercialization of Korean traditional culture through various channels or products. A survey was administered to consumers in the Gyeonggi region(n=322) from June to August 2012. Differences in the importance placed on, and preferences for, attributes of Korean traditional fashion textile and Korean traditional patterns were analyzed according to consumer characteristics. Research results showed that the factors allowing recognition of Korean traditional textile in clothing and fashion accessories were color, pattern, and textile type, in the respective order. Overall, consumers generally perceived higher importance in using the factors of Korean traditional textile in clothing than in fashion accessories. Preferences for Korean traditional patterns differed according to the type of fashion item, i.e., clothing or fashion accessories, and also according to the age and gender of the consumer. Women generally showed a tendency to place higher value on Korean traditional patterns than men. The degree of preference was higher, as well. However, only a minor difference was seen according to pattern type. Women showed a higher preference for plant patterns, literal patterns, and geometric patterns compared with men. The preferred type of traditional pattern was also different according to age. Consumers in their 20s and 40s presented a higher preference for Korean traditional colors when compared with the 30s group. On the other hand, the preference for Korean traditional patterns was higher among consumers in their 40s than those in their 20s or 30s. The results of this study show that the awareness of consumers regarding Korean traditional textile reflected in clothing and fashion accessories differs according to gender or age. Thus, this implies the need to consider the differences in perceived importance and preferences among target consumer groups to develop various fashion products that use Korean traditional fashion textile.

• Culinary science and hospitality research
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• v.14 no.1
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• pp.123-133
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• 2008

Hangwha is a part of our traditional culture; however, it is now barely maintaining its name. This study intends to contribute to the development of the Hanghwa industry. In this respect, 'Brand Image' is adopted to suggest the ways to develop the Hangwha industry. Commercializing factors that consumers prefer were analyzed and their effects on brand image were investigated. In addition, the effects of brand image on consumers' awareness and preference were analyzed. This research conducted analysis on 294 people who have used Hangwha in Busan and Gyeongsangnamdo. The results of this empirical study are as follows: It turned out that Hangwha influences the society-oriented and consumer-oriented brand image. Its quality-oriented image has influence on awareness. Its society-oriented and quality-oriented brand image turned out to influence preference.