• Proceedings of the Korean Institute of Interior Design Conference
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• 2003.05a
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• pp.131-134
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• 2003

Today the trend of department Is increasing stores to satisfy consumers to enjoy shopping comfortably and purchase desire. Specially, high stores focus on the sale environment improvement for consumers's pattern such as different corporate images, new life style and value system. However, nowadays Internet shopping mall is generalized, so consumer can purchase high brad more comfortably. Therefore, department store have to show high brand image through new interior production in departments. Specially, the importance of department store's facade is realized to link of company sales promotion of stores. Because the purpose of department store is sale, so the role of facade display is very important. Specially, facade in department stores contains many various concepts connotative logics, so this is more important than other space. Facade shows product images and connects consumer's purchase desire. Therefore the purpose of this study to find out the characteristics of high stores in departments and to help facade design of department stores.

• Korean Institute of Interior Design Journal
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• no.9
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• pp.86-97
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• 1996

The companies specializing in fashion stores are making their best efforts and recently they are increasing competition to set up their Coporate Identities for the purpose of positive corporate image and to set up their own Store Identities so that they can cope well with the changes in the consumption patterns. VMD(Visual Merchandising) is such Display Strategy which enable the stores to give their customers good recognitions. This Strategy is aimed at promoting their products not by focusing on the traditional concept of Display , but by giving appreciate planning strategy and by serving their customers with information and convenient Shopping Environment.

• Journal of Information Technology Services
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• v.6 no.1
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• pp.47-63
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• 2007

A lot of researchers have been interested in the factors influencing the use of mobile phone services. Most of the previous studies, however, verified only the research models developed by the authors. They did not consider which model agrees better with the real situation. This study presents six alternative models based on various previous studies, and compares the data fitness of the models. A Web survey of mobile phone users collected 2,217 cases. Statistical analyses, using SEM (Structural Equation Modeling), show that the fitness of the simplest alternative model is better than that of any other model. The simplest model has no causal relationship among exogenous factors, and proposes that all of exogenous factors have direct impacts on the customer satisfaction. In addition, the analyses say that corporate and brand image and additional service are more important than the other exogenous factors such as communication quality.

• Korean Institute of Interior Design Journal
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• v.26 no.3
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• pp.91-100
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• 2017

The rapid growth of Korean-style buffet in recent years has increased the size of corporate investment. Under this circumstance, businesses make various marketing efforts while highlighting the features and advantages of their brands. Against this backdrop, this study aims to understand which space branding has been applied to the Korean-style buffet through case studies and to propose a method of application of space branding to increase sales in an effective manner in the future. First, the research is theoretical examination and case studies with focus on the characteristics of expressions of Korean-style buffet space branding. Basically, upon completion of examining the concept and the characteristics of expressions of the Korean-style buffet and analyzing the concept of space branding, the components of space branding have been reconstructed based on preceding studies on space branding and then have been applied to each brand space. Also, the hands-on experience of the characteristics of expression of the Korean-style buffet with space branding incorporated in it and prepared a checklist via visual inspections. And then, the field surveys based on these examinations and took approach of drawing a conclusion based on the results analysis conducted by using the SPSS statistical program. Through preceding studies, the three components of space branding, that is, sensory element, emotional element, and cognitive element have been reconstructed before proceeding with this study, which has obtained five major findings as a conclusion. First, the sensory element should be given elements differentiated enough to attract consumers' attention along with a sustainable effort to have brand image imprinted in their mind. Second, in terms of emotional element, the study has found that the brand experience oriented toward interest and participation results in higher utility frequency. Third, the study has found that the cognitive element should seek consistency in communicating with consumers with focus on face-to-face contact on the display in space. Fourth, it has been found that arranging independent spaces is necessary to attract consumers' participation. Finally, the study has identified in which location area of buffet the sensory, emotional, and cognitive elements have placed a significant weight.

• Journal of Distribution Science
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• v.14 no.8
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• pp.153-160
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• 2016

Purpose - The current distribution enterprises have realized the necessity for integrated and specialized images in their stores. From those reasons, visual merchandising has been considered as a powerful means towards brand value judgement as well as maximizing both brand and corporate identity. This research intends to study and discuss the current situations in Korean visual merchandising and its future concept setting. Based on the research findings, this paper tries to propose the basic concept for development strategies of visual merchandising in Korean distribution market. Although the studies on visual merchandising in Korean traditional markets have been continued, visual merchandisers have been distorted by display control centers in real situations. Therefore, this study tries to set both current and future concepts in visual merchandising for further discussions and a new complement formulation. Research design, data, and methodology - This study has investigated previous studies with the way of normative study by comparing, organizing concepts and relating terms on visual merchandising. In order to be an exact research, it seems to be more appropriate to analyze this study with a deductive analysis way rather than inductive as for getting the core of visual merchandising. Besides, this study changed the term 'visual merchandising' into 'VMD', and used it as an unified one. Results - Visual merchandising has an important key in retail planning. With focusing on organizing visual merchandising concepts, it should be adequate for domestic circumstances because there are various visual merchandising concepts with different perspectives. Thus, it is necessary to establish a concept including modern and Korean features through previous studies and data. Visual merchandising can be defined as followings. It enhances the value of shop images from visual aspects and conveys brand concepts effectively. Its task is to plan and manage products sales by combining three merchandising domains such as interior, display, and merchandising. Conclusions - There are some limitations on setting academic concepts in visual merchandising due to its features as to be taken in the field focused studies. More meaningful case studies should be performed as an area of future studies. Therefore, it is necessary to perform an effectiveness analysis on empirical visual merchandising state and present the course of development.

• Journal of Korea Society of Digital Industry and Information Management
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• v.10 no.4
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• pp.211-224
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• 2014

This study is aimed at considering the relationship between the influential factor in Smartphone purchase and consumer awareness. For this purpose, this study set up the influential factors in Smartphone purchase as advertising effect, brand effect and usability effect and corporate image effect, and considered the relationship between these influential factors and consumer awareness empirically. The research results can be summarized as following 3 parts: First, the four factors suggested as the influential factor in Smartphone purchase were verified to have a significant influence on customer satisfaction and customer loyalty, and thus, it is thought that the bigger the influence of these factors, the more customer satisfaction and customer loyalty will increase. Second, among the factors suggested as influential factors in Smartphone purchase, the biggest factor in influencing customer satisfaction was found to be 'Usability Effect' while the biggest factor in influencing customer loyalty was revealed to be 'Brand Effect.' As a result, this study could learn that it's necessary that 'Usability Effect' should be considered more preferentially than other factors in order to enhance customer satisfaction while 'Brand Effect' should be preferentially considered in orderto raise customer loyalty. Third, it can be judged that in the relationship between customer satisfaction and customer loyalty, the bigger the customer satisfaction, the higher the customer loyalty. It is hoped that such research results could be applied as useful materials in time of establishing the marketing strategy. Nevertheless, this paper makes it clear that due to the constraints in the number of sample areas and samples, there is a limit in objectifying the research results into all areas.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.19 no.37
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• pp.127-136
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• 1996

Due to the development of technology, urbanization, industrialization, etd. at modern times, even the individual view of value has changed in variety. That means the change of each consumcer's life-style and even that of propensity to consume. In that regard, the modern, commercial space became to be increasingly included to specialization and complication. Such specialization and complication of the commercial space can be thought to be a positive response of enterprises to satisfy the needs or desire of consumers who become diversified. In this study, some new models in the method of the planning and designing of the S.I.P(Shop Identity Program). intended to research into as follows ; - As the background of the advent of the multi-used shopping complex, changes in consumer life-style and propensity to consume according to social and economical changes were intended to be studied through various statistical data literature. - For the study of the characteristics, constituent conditions, and planning operation of the future multi used shopping complex in the marketing aspect of enterprises, it was intended to study centered on the theory of consumer behavior and that of retail marketing. - In the process of the spatial design of the multi-used shopping complex, it was tried that a designing process to materialize a target of the discrimination and orderly arrangement of stores be progressed. In the process of materializing a target based on both corporate image and 'brand' image in designing.

• Korean Journal of Heritage: History & Science
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• v.55 no.1
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• pp.133-150
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• 2022

Calling the 21th century the age of 'cultural competition' is not an overstatement. In an era of globalization, we try to find the 'identity of our country' in our culture. 'Culture' is the unique ethnicity of the people of each country that reflects the traces of their lives. As the world is transforming into a multi-dimensional place, traditional patterns in reference to cultural uniqueness and original formativeness are the brands that represent the people. France's luxury brand, GOYARD's Y-shaped pattern naturally made during the persistent traditional handmade process is still France's representative corporate brand and is considered prestigious even after 150 years have passed. On the other hand, in low-income countries, patterns created in the natural process of weaving fabrics are succeeded as a unique cultural aesthetic and are loved by people all over the world. Like this, people living in the global multi-dimensional world look to attain the framework 'One Planet Perspective' which is to succeed their own native culture and preserve the unique culture of others. For example, in the process of international relief organizations delivering relief supplies to Columbia's "Wayu tribe" due to the water shortage in 2013, a handmade product, "Mochila Bag" was discovered. Triggered by this incident, Europe and Korea decide to import it to support the livelihood of the "Wayu tribe." Also, the aesthetic and cultural values of the traditional culture in minority tribes that have evolved through thousands of years have been listed on UNESCO and preserved worldwide. Likewise, culture doesn't suddenly appear overnight, but rather the brand representing the company is the pattern used in the trend of the era kept for over 100 years. Moreover, patterns that reflect the country's identity are inherited as the unique aesthetic of the culture. Our country does inherit the unique aesthetic of our culture, but doesn't have a 'strong image' that displays the practical value reinterpreted creatively and aesthetically to fit the modern trend. Traditional patterns are important in perspective of study and theoretical research, but the brand's image using those patterns is a new medium from the past existence continuing to the current tradition. Furthermore, this study suggests that the image of a company that uses traditional patterns will have high economical potential as a national brand.

• Asia Marketing Journal
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• v.12 no.4
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• pp.113-136
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• 2011

Product harm crises can distort long standing favorable equality perceptions, tarnish a company's reputation, cause major revenue and market-share losses, lead to costly product recalls, and devastate a carefully nurtured brand equity. However, in spite of the devastating impact of product-harm crises, little systematic research exists to asses its marketing consequences. So, this study focuses on the negative publicity about companies and their products. Namely, this study presented how inclusion effect supported the relationship between negative publicity and consumers' response, market performance. According to the results, after negativity publicity was happened, it was appeared that the negativity image spread into other product lines(spillover effect; inclusion effect). Also, when they contact with the negative publicity, respondents negatively evaluated both production evaluation and corporate evaluation. And, in that case of the products with negativity publicity, compared with refutation strategy(defense strategy<study 2>), improving strategy(correction notice) had positive influence on recovery of sales, product evaluation, and corporate evaluation. Finally, as the reaction time toward negativity publicity was faster, the market performance got worse. Especially, according to two-way interaction, when the reaction time was fast, the difference between refutation strategy(defense strategy<study 2>) and improving strategy was not existed in product evaluation and corporate evaluation. However, when the reaction time was late(after a month), improving strategy had more positive evaluation than defense strategy in product evaluation, and corporate evaluation.

• Asia Marketing Journal
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• v.14 no.2
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• pp.65-96
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• 2012

Brand has received much attention from considerable marketing research. When consumers consume product or services, they are exposed to a lot of brand related stimuli. These contain brand personality, brand experience, brand identity, brand communications and so on. A special kind of new crisis occasionally confronting companies' brand management today is the brand related rumor. An important influence on consumers' purchase decision making is the word-of-mouth spread by other consumers and most decisions are influenced by other's recommendations. In light of this influence, firms have reasonable reason to study and understand consumer-to-consumer communication such as brand rumor. The importance of brand rumor to marketers is increasing as the number of internet user and SNS(social network service) site grows. Due to the development of internet technology, people can spread rumors without the limitation of time, space and place. However relatively few studies have been published in marketing journals and little is known about brand rumors in the marketplace. The study of rumor has a long history in all major social science. But very few studies have dealt with the antecedents and consequences of any kind of brand rumor. Rumor has been generally described as a story or statement in general circulation without proper confirmation or certainty as to fact. And it also can be defined as an unconfirmed proposition, passed along from people to people. Rosnow(1991) claimed that rumors were transmitted because people needed to explain ambiguous and uncertain events and talking about them reduced associated anxiety. Especially negative rumors are believed to have the potential to devastate a company's reputation and relations with customers. From the perspective of marketer, negative rumors are considered harmful and extremely difficult to control in general. It is becoming a threat to a company's sustainability and sometimes leads to negative brand image and loss of customers. Thus there is a growing concern that these negative rumors can damage brands' reputations and lead them to financial disaster too. In this study we aimed to distinguish antecedents of brand rumor transmission and investigate the effects of brand rumor characteristics on rumor spread intention. We also found key components in personal acceptance of brand rumor. In contextualist perspective, we tried to unify the traditional psychological and sociological views. In this unified research approach we defined brand rumor's characteristics based on five major variables that had been found to influence the process of rumor spread intention. The five factors of usefulness, source credibility, message credibility, worry, and vividness, encompass multi level elements of brand rumor. We also selected product involvement as a control variable. To perform the empirical research, imaginary Korean 'Kimch' brand and related contamination rumor was created and proposed. Questionnaires were collected from 178 Korean samples. Data were collected from college students who have been experienced the focal product. College students were regarded as good subjects because they have a tendency to express their opinions in detail. PLS(partial least square) method was adopted to analyze the relations between variables in the equation model. The most widely adopted causal modeling method is LISREL. However it is poorly suited to deal with relatively small data samples and can yield not proper solutions in some cases. PLS has been developed to avoid some of these limitations and provide more reliable results. To test the reliability using SPSS 16 s/w, Cronbach alpha was examined and all the values were appropriate showing alpha values between .802 and .953. Subsequently, confirmatory factor analysis was conducted successfully. And structural equation modeling has been used to analyze the research model using smartPLS(ver. 2.0) s/w. Overall, R² of adoption of rumor is .476 and R² of intention of rumor transmission is .218. The overall model showed a satisfactory fit. The empirical results can be summarized as follows. According to the results, the variables of brand rumor characteristic such as source credibility, message credibility, worry, and vividness affect argument strength of rumor. And argument strength of rumor also affects rumor intention. On the other hand, the relationship between perceived usefulness and argument strength of rumor is not significant. The moderating effect of product involvement on the relations between argument strength of rumor and rumor W.O.M intention is not supported neither. Consequently this study suggests some managerial and academic implications. We consider some implications for corporate crisis management planning, PR and brand management. This results show marketers that rumor is a critical factor for managing strong brand assets. Also for researchers, brand rumor should become an important thesis of their interests to understand the relationship between consumer and brand. Recently many brand managers and marketers have focused on the short-term view. They just focused on strengthen the positive brand image. According to this study we suggested that effective brand management requires managing negative brand rumors with a long-term view of marketing decisions.