• Journal of Distribution Science
• /
• v.11 no.11
• /
• pp.19-32
• /
• 2013

Purpose - This study examines the effects of art marketing management of the marketing mix in fashion, focusing on the cases of the leading global fashion brands in art marketing management. Research Design, Data, and Methodology - This study was implemented using the content analysis method. Criteria, including product differentiation, promotion strategies, store strategies, and social contributions, were based on previous research, brand promotional references, and critical reviews in newspapers or professional magazines for various cases of art marketing management by fashion brands. Results - To achieve product differentiation, art marketing management has borrowed images from artworks, and employed parodies and collaboration with artists; this has facilitated the pleasure derived from utilizing the artistic value of products. Promotion strategies were integrated with art performances, advertisements, and runway shows. Store strategies developed emotional feelings and a longing for brands among consumers. Reputational marketing of the social contributions made by corporations elevated the corporate brand image perceived by consumers. Conclusions - This study's findings revealed that consumers can derive emotional satisfaction through art marketing that seeks to profit effectively by stimulating consumers' emotions. From an economic perspective, a convergence of art and marketing plays an important role in profit-making and satisfying consumers' emotions.

• Journal of Digital Convergence
• /
• v.13 no.10
• /
• pp.195-207
• /
• 2015

Social media marketing should be approached in a different way from traditional media marketing. This study uses a theoritical and empirical method to analyze what impact social media's key elements - provide information, interactivity and playfulness - have on corporate performance and awareness. As a result, the increase in the level of provide information, and the level of interactivity turned out to have positive impact on corporate performance and awareness. To improve the impact of social media on corporate performance, it is better to use it more extensively for customer management and marketing, rather than simply focusing on a specific part of social media. In conclusion, it is important to have a better understanding of the key elements of social media in order to improve corporate performance and image. In a situation where senior firms are increasingly adopting social media, it is increasingly important to have social media-related PR marketing subject included in senior education.

• Culinary science and hospitality research
• /
• v.19 no.2
• /
• pp.130-148
• /
• 2013

Domestic pizza market in Korea is in the age of maturity, and competition in the market is getting intense. Brand personality that can prompt consumer sensibility is evaluated as a proper method to differentiate the image of a corporate rather than products or technology that can be copied easily by competitors. In this study, we examined the structural relationships among brand personality of pizza brands in Korea, customer-brand relationship quality, and repurchase intention with selected measurement based on Aaker's Big 5. Based on questionnaires answered by 291 customers, this study examined validity and reliability by using SPSS 16.0 and AMOS 5.0 for its hypotheses. The result of the study modelling were GFI=0.900, NFI=0.922, CFI=0.965, RMSEA=0.050 at the level of ${\chi}^2$=384.130(df=1.715, p<0.001). First, sincerity, competence, and sophistication of the pizza brand personality had a positive effect on intimacy. Second, sincerity, competence, sophistication, and strength of the pizza brand personality had a positive effect on brand partner quality. Also, intimacy and brand partner quality had a positive effect on repurchase intention. Therefore, in the practical perspective, pizza brand management can utilize the findings of specific pizza brand personality in creating a competitive edge for marketing.

• Korean Institute of Interior Design Journal
• /
• v.20 no.5
• /
• pp.208-216
• /
• 2011

Today, the market environment for companies around the world has been changed by globalization, digital innovation, information by opening the diversity, consumer awareness, and the development of mass media in the wide areas such as, politics, economy, society and culture. Accordingly, the function of the housing cultural center also has been changed from the Place where the trading had been made to the Space where the marketing could work. The housing cultural center is home to companies to target their corporate culture and corporate image, and the brand identity. From the space marketing standpoint, this study extracts differentiator of the housing cultural center from theoretical consideration to boom up of the housing cultural center and to build up its identification. Based on this analysis, the design identity element of the interior design of the housing cultural center is proposed by the actual and analytical cases. Such a future plan design identity elements in the design of the new housing cultural center is providing basic design guide line to recognize the importance.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.33 no.4
• /
• pp.519-530
• /
• 2009

The purpose of this study is to investigate the effects of the prior knowledge, the market position and negative information of the alliance apparel product on consumer attitude including preference, purchase intent and utility. Smart wear with MP3 was selected for the alliance apparel product. Negative information was manipulated into two types-product related and brand related negative information. 251 subjects participated for the study. For the data analysis, reliability test and three way analysis of variance were conducted. The results showed that when the partner brand has the higher market position, subjects with high prior knowledge revealed preference for the alliance apparel product more. When the partner brand has the higher market position, the subjects who were given the negative information on the alliance apparel product reported preference and utility more than the ones who were given the negative information on the company. The findings of the study imply that apparel industries should make an effort to establish the positive corporate image as well as to produce high quality apparel product. Also marketers should provide consumers with the knowledge about brand new alliance apparel product.

• Journal of Distribution Science
• /
• v.10 no.11
• /
• pp.21-30
• /
• 2012

Purpose - This study aimed to analyze the strategy of late domestic entrants into the Chinese retail market, focusing on the case of Lotte-Mart, given that there are few studies on market entry strategies of domestic retail companies in China. Research Design, data, methodology - The methodology of this paper is a case study approach, focusing on literature reviews and a few interviews. We conducted a survey by disseminating questionnaires and conducting interviews focusing on the Chinese retail market, and analyzed Lotte-Mart's market entry strategy in China. Results - Lotte-Mart chose M&A as the mode of entry, pursuing quick market entry and rapid expansion. It chose small to medium size cities with relatively less competition. Subsequently, Lotte-Mart devoted significant effort towards localization, attempting to organize stores and assorting products to fit the Chinese consumers' preferences. It operated CSR programs to increase its brand awareness and to create a favorable brand image. Conclusions - Lotte-Mart now needs to devise alternative corporate strategies for business expansion and growth. An understanding of the Chinese retail market and the case study analysis of Lotte-Mart's market entry strategy offers significant insights for domestic retail companies looking to expand into China.

• Journal of Korea Society of Industrial Information Systems
• /
• v.22 no.5
• /
• pp.101-111
• /
• 2017

This Research is to Find how the CSR Activities for the Growth of Stable and Sustainable Family Business do Influence the Improvement of Company's Brand Image and Service Purchase Intention. It is Aimed for Finding how the Image of Company Pursuing the Diverse CSR Activities is Recognized by General Consumers and the Correlation between the Improvement of Company's Image and the Product & Service Purchase Intention. 323 Exemplars were Distributed to the University Students in Seoul Metropolitan and Chungcheong Area, and 314 Finally were Used for the Analysis. It was Investigated the Demographical Factors, the Important Fields among Company's CSR Activities, the Reason for Company's CSR Activities, the Preferred Companies among Sponsoring Companies. It was Analyzed Three Items of Company Image such as Product/Service, Potential Competence, Relation to Public Benefit and the Regression Model was Investigated how these Three Items do Influence the Purchase Intention. The Research Results Show 'the Improvement of Social Awareness for Company' and 'Negative Awareness Change for Company' as the Reason for CSR. Consumers have the Preference to the Companies Actively Sponsoring Culture & Arts, and this Generally Affects the Business Results, and thus, it is Considered that the Companies have to Contribute the Local Society with the Sprit of Corporate Citizenship in Accordance with the Consumers needs, and Actively to Extend the Culture & Arts Sponsorship.

• Korean journal of communication and information
• /
• v.56
• /
• pp.237-256
• /
• 2011

The goal of this study is to examine consumers' cognition for the corporate social responsibility(CSR) and opinion to practical use of CSR on advertising (ex. corporate PR) in situation that CSR is treated with long-term and continuous activity in strategic marketing. The results of survey in this study are, first, the best effective method of CSR to introduce is TV or radio program placed first, internet came second, and followed by advertising. But the cognition process of CSR is internet palaced first in frequency. Thus it is very important to use of new media as a internet with regard to CSR. Second, respondents have thought positively about CSR and to practical use of CSR on advertising. But respondents answered that CSR is not enough though it's importance. Therefore marketers of companies is needed to transfer direction of CSR accord with consumers' liking and taste. Third, consumers have recognized that CSR in connection with characteristics core business of the companies. It is, image of company is not detached with CSR, more effective that CSR reflected characteristics of the company. Fourth, consumers have thought to active for CSR that the companies they like. Finally, these results are showed that is important brand management and corporate image management in strategic and macroscopic level include CSR.

• Management & Information Systems Review
• /
• v.36 no.4
• /
• pp.21-32
• /
• 2017

Motivated by the recent cases of negligent social responsibility as manifested by foreign luxury fashion brands in Korea, this study investigates whether agency costs depend on the sustainability of different types of corporate governance. Agency costs refer either to vertical costs arising from the relationship between stockholders and managers, or to horizontal costs associated with the potential conflicts between majority and minority stockholders. The firms with luxury fashion brand could spend large sums of money on maintenance of magnificent brand image, thereby increasing the agency cost. On the contrary, the firms may hold down wasteful spending to report a gaudily financial achievement. This results in mitigation of the agency cost. Agency costs are measured by the value of the principal component. First, three ratios are constructed: asset turnover, operating expense to sales, and earnings before interest, tax, and depreciation. Then, the scores of each of these ratios for individual firms in the sample are differenced from the ratios for the benchmark firm of S-OIL. S-OIL was designated as the best superior governance model firm for 2013 by CGS. We perform regression analysis of each agency cost index, luxury fashion brand dummy and a set of control variables. The regression results indicate that the agency costs of the firms with luxury fashion brand exceed those of control group in the fashion industry in the part of operating expenses, but the agency cost falls short of those of control group in the part of EBITD, thus the aggregate agency costs are not differential of those of the control group. In sensitivity test, the results are same that the agency cost of the firms are higher than those of the matching control group with PSM(propensity matching method). These results are corroborated by an additional analysis comparing the group of the companies with the best brands with the control group. The results raise doubts about the effectiveness of management of the firms with luxury fashion brand. This study has a limitation that the research has performed only for 2013 and this paper suggests that there is room for improvement in the current research methodology.

• KDI Journal of Economic Policy
• /
• v.39 no.2
• /
• pp.53-74
• /
• 2017

This paper focuses on the recent extraordinary growth of Chinese cross-border online shopping and draws implications for firm strategies and government policies in Korea to utilize the phenomenon as an opportunity to expand into a broader market via e-commerce exports. I conduct a survey of Chinese cross-border online consumers to identify constraining and determining factors during the stages of their purchase decisions of Korean products. Given the fact that Chinese cross-border online shopping is at the incipient stage and consumers have expressed a strong intent to repurchase, future strategies should focus on attracting new consumers. Accordingly, Korean firms should build a powerful brand image, improve product quality and post-purchase services, and take full advantage of the popularity of the Korean Wave. Meanwhile, the government must step up policy efforts by, for instance, improving e-commerce export statistics, simplifying logistics and clearance procedures, and building trust in Chinese consumers.