• 아태비즈니스연구
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• 제8권1호
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• pp.79-93
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• 2017

The image of Korean products in the US market and attitudes toward Korean companies and brands have very high purchasing value, but there are many doubts about the image of Korea. However, previous studies have shown that national image, product image, and brand attitude have a positive effect on consumers' purchase intention. The purpose of this study is to analyze the effect of Korean image and Korean brand image on purchasing Korean products in North Texas area. As a result of this study, the effect of the national image on Korean corporate image was not significant, and the effect of the national image on Korean brand image was not significant. However, the effect of the corporate image, purchase intention, brand image, and purchase intention is significant. In this study, US consumers do not perceive the correlation between Korean national image, Korean corporate image and brand image, and it is analyzed that Korean products are purchased mostly because of corporate image and brand image.

• 한국조리학회지
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• 제23권3호
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• pp.77-88
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• 2017

The purposes of this study were to verify the effects of corporate image on HMR (Home Meal Replacement) brand image, HMR product attitude and HMR behavioral intention. Using a convenience sampling method, the data were collected from those who have bought HMR in Seoul area, Korea. After a total of 350 responses were collected, 342 were used for the analyses. Both standard and hierarchical multiple regression analyses were conducted to test the hypotheses. The results are as follows. First, corporate image and HMR brand image had an effect on product attitude of HMR. Second, corporate image of HMR significantly impacted brand image of HMR. Third, brand image of HMR mediated the relationship between corporate image and behavioral intention. Fourth, product attitude of HMR had an effect on behavioral intention of HMR. These findings provide practical implication and marketing strategies for researchers and marketers regarding corporate image and brand image in the HMR context.

• 디지털융복합연구
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• 제9권2호
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• pp.89-100
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• 2011

본 연구의 목적은 기엽의 사회적 활동이 구매의도와 기업이미지에 미치는 영향관계를 알아보고, 이 관계 안에서 소비자의 감정은 또 어떠한 영향을 미치는 지를 알아보는데 있다. 연구 결과 기업의 사회적 활동은 소비자 감정을 매개효과로 전반적으로 긍정적인 기업이미지를 구축하고, 제품이미지에도 유의한 영향을 줌으로써 구매의도에도 영향을 미치는 것으로 나타났다. 그러므로 기업이 이미지 제고나 개선이 필요할 때, 다른 커뮤니케이션 활동보다도 윈윈전략으로서 기업의 사회적 활동을 통해 소비자들이 사회적 활동의 당위성에 대해 긍정적으로 평가하게 되어 사회적 측면에서 매우 유용한 활동이며, 장기적으로 기업의 이익을 가져다주는 최고의 마케팅전략이 될 것이다.

• 유통과학연구
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• 제17권11호
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• pp.35-45
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• 2019

Purpose: The purpose of this study is to suggest strategic implications about empirical analysis with mediation effects of corporate image in terms of that relations between logistics culture safety, safety compliance and logistics performance of logistics companies. Research design, data and methodology: The structure and method of this research is organized with, first establishing hypothesis and research model based on previous study related to safety culture, safety compliance, corporate image, logistics safety and logistics performance, which has been carried out survey questionnaire to those who got involved in logistics businesses. Results: It is well justified that safety culture and safety compliance have significantly influenced to logistics performance as well as corporate images that is also revealed to have positive impact to logistics performance. With results verifying into mediation effects of corporate image, it is found that corporate image has partial mediation effects between logistics safety culture and logistics performance, and corporate image has full mediation effects between logistics safety compliance and logistics performance. Conclusions: In conclusion, it is strongly asked to make an aggressive efforts to safety compliance with necessity for spread of safety culture in level of enterprise. Planning the strategy and its implementation is required to secure safety in logistics process because both logistics performance and corporate image has positive influences by logistics safety.

• 수산경영론집
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• 제44권1호
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• pp.1-14
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• 2013

The purpose of this study is examining an influence of a corporate on processed marine product's purchase intention with moderating effect of consumers' product evaluation adding processed marine product's evaluations as new variable. The hypothesis of a positive influence of processed marine product's corporate image on processed marine product's purchase intension is partially supported. Specifically, product itself, service, reliability, and communication among the factors of a processed marine product's corporate image significantly affect processed marine product's purchase intension whereas corporate social responsibility does not affect processed marine product's purchase intention. Processed marine product's evaluation also positively affects processed marine product's purchase intention. It implies that there are somewhat differences between influences of various factors of a processed marine product's corporate image on processed marine product's purchase intention but are overall influences of a processed marine product's corporate image on processed marine product's evaluation both directly and indirectly. Nowadays, consumer considers not only good quality of product but also its invisible image and value. Therefore, future studies should consider various ways to investigate a processed marine product's corporate image and processed marine product's product evaluation.

• 한국산학기술학회논문지
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• 제15권12호
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• pp.7077-7092
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• 2014

본 연구에서는 자아이미지와 기업이미지와의 일치성 측면에서 기업이미지와 제품에 대한 태도와의 관계를 살펴보았다. 특히 실제적 이미지와 사회적 자아이미지로 구분하여, 일치성의 조절효과에 대해 살펴보았다. 연구결과를 사회적 기업의 책임활동이 기업이미지에 미치는 영향은 사회적 이미지에 미치는 영향요인 일부를 제외하고 유의한 영향을 미치는 것으로 나타났다. 그리고 실제적 자아이미지 일치성은 기업이미지 가운데 기업활동행위와 사회공헌행위가 제품태도에 미치는 영향을 조절하는 것으로 나타났다.

• 한국콘텐츠학회논문지
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• 제9권1호
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• pp.293-303
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• 2009

본 연구는 기업이미지, 전환비용 고객충성도간의 통합적인 관계를 모형화하고 이를 실증 분석하는 것이다. 현행 연구들은 전환비용을 기업이미지와 고객충성도 사이에서 매개 및 조절 변수로서의 규명에 중점을 두고 연구가 이루어 져 왔다. 그러나 본 연구에서는 전환비용이 기업이미지를 결정짓는 주요 요인으로 파악하고 이들 관계를 검증하였다. 따라서 본 연구결과는 날로 격해지고 있는 경쟁상황하에서 전환비용과 기업이미지의 새로운 관계를 규명함으로써 차별적 마케팅 전략 방향을 제시하고, 또한 연구 개념의 관계적 유의성과 경로를 연구함으로써 학문적 연구의 확장은 물론 실무적 관점에서의 활용을 제고시킬 수 있다.

• 한국의류학회지
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• 제35권5호
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• pp.547-560
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• 2011

This study examines the effect of corporate social responsibility on the corporate image and purchase intention. The data were obtained from 320 male and female 'C' university students in Daejeon in October of 2010. The data were analyzed by descriptive statistics, factor analysis, reliability analysis, regression analysis using the SPSS-WIN 15.0 and AMOS 7.0 program. The results were as follows. First, corporate social responsibility consists of five dimensions: community/cultural service, social contribution, environmental protection, consumer protection/legal responsibility, and economic responsibility. Purchase intention consists of comparative purchase and priority purchase. Second, social contribution, consumer protection/legal responsibility, and economic responsibility affect the corporate image. Third, social contribution and consumer protection/legal responsibility also affect purchase intention. Forth, the corporate image affects purchase intention. The findings of this study are expected to be used as basic data for establishing differentiated marketing strategies in fashion company.

• 한국조리학회지
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• 제14권2호
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• pp.138-152
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• 2008

This study suggested a theoretical research system on the effects of the corporate social responsibility in family restaurants upon corporate image, corporate preference and revisit intention. Based on total 342 university students from the empirical research, this study confirmed the reliability and fitness of research model and verified total 4 hypotheses with structural equation modeling(SEM) by Amos program. SEM results showed that the corporate social responsibility of family restaurants had positively significant influence on corporate image(legal and economic aspect 0.203-p<0.05; philanthropy aspect 0.318-p<0.001; ethical aspect 0.203-p<0.05), and corporate image had positively significant influence on corporate preference(0.979-p<0.001) and revisit intention(0.258-p<0.05) as well. Also, corporate preference had positively significant influence on revisit intention(0.844-p<0.001). The findings of this study verified a hypothetical ground that the corporate social responsibility of family restaurants has positive effects upon revisit intention. Additionally, regarding the activity of social responsibility in the foodservice industry, it is proved that the practices in the activities of philanthropy and contribution to society rather than the practices in the legal and economic aspect had significant relations with the customer's favorable behaviors.

• 한국의류산업학회지
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• 제13권2호
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• pp.162-172
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• 2011

The purpose of this study is to examine the influences of social responsibility and culture marketing on corporate image and brand equity in the casual wear market. In addition, whether corporate image and brand equity have impact on purchase intention is investigated among high school students in a local area. Two casual brands, Polham and Tate are selected for this study. The data are collected from male and female adolescents living in a local area with convenience sampling method. A total of 402 useful data are analyzed by SPSS 14.0 program. The results of this study are as follows. First, there are significant relationships among corporate social responsibility, culture marketing, corporate image, and brand equity of two brands. Second, environmental cultural support, social contribution, and economical responsibility of CSR present positive influences on corporate image and brand equity in common between two brands. Especially environmental cultural support of fashion business is highly important to improve corporate image and brand equity. Third, cultural direction and cultural business marketing are more influential than cultural sales promotion or cultural support marketing to improve corporate image and brand equity. Fourth, corporate image does not have a direct influence on the purchase intention, but brand equity factors show significant influences on the purchase intention. In conclusion, fashion companies should commit to perform corporate social responsibility and culture marketing that are suitable to target market for the long term, since these efforts would improve corporate image and build brand equity.