• 산경연구논집
• /
• 제12권12호
• /
• pp.1-10
• /
• 2021

Purpose: Cyber criminals have affected various markets and the banking system has encountered various kinds of cyberattacks. The purpose of this study is to analyze cybercrime that is an emerging threat and investigate the significant contribution of financial literacy and public awareness on cybercrimes. To understand the security issues and the need for corrective steps, the techniques and strategies used by cyber fraudsters in obtaining unauthorized access and use the financial information for purpose of fraud need to be understood. Research design, data and methodology: A sample of 123 banks employees from 12 commercial banks in Malaysia was surveyed. This study differs from previous studies as it surveyed the employees' awareness, and this approach fills in the gap in existing literature. Results: The financial literacy and public awareness have positive impact on organizational performance effectiveness to combat threat of cybercrime. Some recommendations are also proposed from research findings, for banking industry and government regulations. Conclusion: The present study focuses on banking sector so its findings cannot be generalized to other sectors. Linking these topics has created a new study in combating threat of cybercrimes generally, and specifically in Malaysia. The present study enhances the understanding of customers' role to combat the impact of cybercrimes on performances of banking industry.

• 동아시아경상학회지
• /
• 제11권3호
• /
• pp.47-58
• /
• 2023

Purpose - This study investigates which product characteristics influence customers' purchase intention for brand extension products of the fashion brands. Furthermore, this study suggests brand awareness as a moderator which strengthens the positive effects of the product characteristics on the consumers' purchase intention towards brand extension products of the fashion brands. Research design, data, and methodology - Two hundred and twenty-three Chinese consumers were randomly solicited to participate in this study. Email, website (www.wenjuanxing.com), social media (WeChat) were utilized to conduct the survey and collect data. Result - The findings obtained through hierarchical regression analysis indicate that product uniqueness, product scarcity and product popularity have significant effects on purchase intention for brand extension products of the fashion brands. In addition, brand awareness moderates the relationship between product characteristics (uniqueness and scarcity) and purchase intention positively. Conclusion -The results indicate that brand extension products of the fashion brands could attract more consumers by focusing on designing unique products and using limited release and celebrity publicity strategy. Additionally, the present research posits the crucial significance of brand awareness, thereby making a noteworthy contribution to the integrated marketing approach for fashion brand marketers.

• 한국의류학회지
• /
• 제34권2호
• /
• pp.242-251
• /
• 2010

Experiential marketing focuses on the experience of customers to connect a company and a brand with the lifestyle of customers that influences buying behavior. This study investigates how the persons who experienced brand ambassadors for public relations as experiential marketing recognized brand equity, how personal satisfaction accomplished as a brand ambassador influenced brand equity, and how the effects are different based upon demographic information. The research methodology was a questionnaire distributed to individuals who experienced work as a public relations brand ambassador. A total of 104 returned questionnaires were analyzed by internal validity, t-test, and regression analysis with SPSS 12.0. The results of this study are as follows: Experiential marketing through a public relations brand ambassador positively influenced brand equity. The satisfaction at the company while working as brand ambassador positively influenced brand equity. Experiential marketing influenced more men than women regarding perceived quality and brand loyalty among brand equity. There is no significant differences regarding career (bank or apparel) among brand awareness, brand image, perceived quality, and brand loyalty.

• 한국식생활문화학회지
• /
• 제30권5호
• /
• pp.481-490
• /
• 2015

This research was conducted to examine the awareness and preference levels related to MSG (monosodium glutamate) according to well-being dietary life pursuit attitude factors as well as to improve opportunities to meet value conscious consumption of well-being-oriented customers. According to well-being dietary life pursuit attitude factors, respondents were divided to three clusters, indifference type, well-being-oriented type, and active health action type. Sensory evaluations were carried out on soybean paste soup (Doenjang-guk) and seasoned spinach with different levels of MSG. In the results, 74.4% of all respondents preferred Doenjang soup with 2% MSG, 65.4% preferred seasoned spinach with the same ratio of MSG, and 35.9% preferred seasoned spinach with 0.5% MSG. Regarding the acceptance level of MSG, addition of MSG to improve taste was acceptable to the indifference type (cluster 1). On the contrary, active health action type did not prefer MSG, wanted natural seasonings despite high prices, and preferred to dine at restaurants that serve MSG-free foods. Based on this study, restaurant companies should segment their customers on the basis of MSG usage and establish their positioning strategies according to their concepts.

• 동아시아경상학회지
• /
• 제1권3호
• /
• pp.42-50
• /
• 2013

Brand Equity plays a major role in the highly competitive Quick Service Restaurants (QSR) industry in India. There are a variety of factors which affect the brand equity that a company commands in the market. Integrated Marketing Communication (IMC) is an emerging concept in marketing wherein all the major promotional activities are used to create a synergic output and send across a clear and consistent message to the customers. This study aims to find out the impact of five major tools of IMC namely Advertising, Word of Mouth, Sales Promotion, Event Sponsorships and Public Relations which are most applicable in the QSR industry on the four major dimensions namely Brand Awareness, Brand Association, Perceived Quality and Brand Loyalty which aid in creating Brand Equity. The study was conducted by collecting data from a sample and analyzing the data using statistical tools to find any relationships between the above mentioned variables. The findings suggest that marketers should focus on building favorable opinion about the brand amongst customers and take care regarding the news published about the brand since it affects brand image. Moreover, it was also found out that making people aware about the brand and the perceived quality about the brand play the major role in creating brand equity more than other factors.

• 복식문화연구
• /
• 제10권6호
• /
• pp.680-696
• /
• 2002

The aim of this study was to identify the components of customer-based fashion brand equity which was built from customers´perception to equity. As a method, both literature review and empirical research were made. This study performed in three stages from May to November in 2001. In the exploratory step. focus-group interview was conducted 5 times for gathering responses related to fashion brand equity, and free association test of 17 respondents was additionally conducted. In pilot study, 40 university students were surveyed and the data were analyzed in order to identify the components of fashion brand equity and to develop questionnaire. In the main research, 905 university students evaluated fashion brand equity in order to analyze the components of fashion brand equity in customers´perception. Statistical analyses were performed with SAS program using factor analysis, cronbach´α, frequency, and mean. The results of this study was as fellows. First, fashion brand equity was defined in terms of four components; customer-brand resonance, brand imagery/customer feeling, brand performance/customer judgment and brand awareness. Second, fashion brand equity was multi-dimensional brand attitude, which could be measured by 29 variables that were different from uni-dimensional evaluation of previous studies.

• 한국정보처리학회:학술대회논문집
• /
• 한국정보처리학회 2018년도 추계학술발표대회
• /
• pp.133-135
• /
• 2018

In these days, providing flexible and personalized network services subject to customers' requirements becomes an interesting issue for network service providers. Moreover, because each network service provider own finite network resources and infrastructure, dynamic network provisioning is essential to leverage the limited network resources efficiently and effectively for supporting personalized network services. Recently, as the population of mobile devices increases, the location-awareness becomes as important as the QoS-awareness to provision a network service dynamically. In this paper, we propose a framework for providing location-aware dynamic network services. This framework includes the web user interface for obtaining customers' requirements such as locations and QoS, the network generator for mapping the requested locations and network infrastructure, the network path calculator for selecting routes to meet the requested QoS and the network controller for deploying a prepared network services into SDN(Software-Defined Networking) enabled network infrastructure.

• 유통과학연구
• /
• 제20권2호
• /
• pp.11-18
• /
• 2022

Purpose: The purpose of this paper is to investigate the influence of brand equity on customer purchase decision (CPD) of products for retailers distribution (RB) in Ho Chi Minh city, Vietnam. There are five elements in the brand equity model such as brand awareness, brand association, brand loyalty, perceived quality, and pricing policy. Research design, data and methodology: Qualitative methodology was used for exploring the research model and variables. The survey was conducted to collect data from 251 respondents who bought products at RB in Ho Chi Minh city, which is based on a Likert scale. The collected data were analyzed with the reliability of the scale, exploratory factor analysis, and research hypothesis testing by SPSS 22. Results: The results obtained revealed that brand awareness, brand association, perceived quality, and pricing policy have a significant impact on CPD for RB. Furthermore, the results showed that perceived quality is the most significant component in influencing CPD at retailers. Conclusions: From the research results, some management implications that RB should focus on are perceived quality, choice of pricing policies and strategies, brand building and development to attract more customers as well as enhance its image to improve customers' purchasing decisions of products at retail distributors chain.

• 한국IT서비스학회지
• /
• 제18권2호
• /
• pp.1-16
• /
• 2019

Social media is one of the important marketing channels for companies, changing the way interacting with customers. Marketers attract participation from customers' in social media platforms by producing branded content, which helps them gain various marketing results such as brand awareness, web traffic, and sales. The number of the empirical studies on the effects of social media on marketing performance is still low although various success stories and studies have been published. In particular, IT companies are trying to attract users onto their websites with social media content and promotions; however, they regard the number of the visitors as a vanity metric, which has little effectiveness. The study examined the Effect of the site introduced via Facebook, a typical social medium, on customers' revisit. Precedent studies proved that revisit, one of forms of major visit for satisfactory results of a website, is suitable for analyzing the operational output on Facebook pages. The results of the study demonstrated that Facebook content has a positive impact on website inflows and revisits. Also, it turns out that the higher the average website visit depth reinforces the positive relationship between the rate of the inflow and that of the site revisit.

• 한국병원경영학회지
• /
• 제23권4호
• /
• pp.1-14
• /
• 2018

Purpose : Customers with loyalty are very important to hospitals for sustainable growth in their medical market. Individuals with loyalty are likely to visit same hospital repeatedly when they need medical services. This study was to identify factors associated with selection of specialty hospitals among customers with loyalty. Methods : The subjects of this study were 735 inpatients in 22 specialty hospitals in 6 designated fields(joints, spine, colorectal-anal, obstetrics and gynecology, ophthalmology, otolaryngology). Customer types classified as customers with high loyalty, neutral customers, and customers with low loyalty according to net promoter score(NPS). Factor analysis was conducted to classify 22 hospital selection factors into some similar properties. Logistic regression analysis was conducted to confirm the selection factors related to loyal customers. Findings : Most of specialty hospitals received high NPS of 8 points or higher in all the designated fields. Five factors associated with selection of specialty hospital are (1) hospital facilities and convenience, (2) trust in doctor and hospital, (3) rapidness of treatment, (4) hospital awareness, and (5) accessibility. As a result of logistic regression analysis, selection factors related to loyal customers were 'hospital facilities and convenience', 'trust in doctor and hospital' and 'rapidness of treatment'. Differences in the degree of importance of three selection factors by customer types appeared for each designated field. Practical Implications : This study confirms the high level of patient experience among inpatients of specialty hospitals. Factors associated with selection of hospital among inpatients with loyalty are 'facilities and convenience of hospitals', 'trust of doctor and hospital' and 'rapidness of treatment'. This study will be meaningful as basic data to systematically enhance the roles and functions of the health care system and to provide securing competitiveness according to designated fields in the management aspect of specialty hospitals.