• Journal of Distribution Science
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• v.9 no.3
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• pp.55-64
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• 2011

This study is important in its focus to find key clues in the marketing strategy, consumer behavior, and communication processes that define the infantile obesity market. The study, the first of its kind, surveyed a target audience, purchasing group, and housewives in their quest to determine purchasing decisions and effective branding strategy planning for the infantile obesity market. Another key component of the study was to focus on the key direct and/or indirect distribution channels for the subject market. Recently, obesity has emerged as a major social concern; some studies show that the onslaught of an adverse eating culture in Korea emanates from the prevalence of fast-food dining establishments. Obesity among children leads to adult obesity, especially if the young people's parents are overweight; notably, if either one or both of the parents are obese, the percentage of young people eventually being obese is approximately 80 to 85 percent. Because obesity is the cause of many major health concerns later in life, the struggle for a healthy life is considerably adversely affected by parents' consumer behavior. Infantile obesity, resulting in adult obesity, is also an important national economic and social issue. The sizable direct and indirect economic costs, as well as the tremendous social costs of obesity, cannot be overstated. Effective food branding and advertising centered on food preferences and dietary behaviors, especially to children, creates an effective marketing effort that, ultimately, leads to positive results. Thus, the purpose of this study is to demonstrate that the treatment of childhood obesity in Korea, through the activation of a brand and retail market, can effectively solve social and economic problems that result from infantile and childhood obesity. In this study, obesity markets and distribution channels in the purchase decision-making factors determining factor based on it effective inspection and branding strategies and brand marketing communications strategy proposed measures contribute to the obesity drug market and further enable the childhood obesity problem is intended to assist in solving.

• Information Systems Review
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• v.20 no.4
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• pp.59-78
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• 2018

With the advent of the various device types and marketing communication, customer's search and purchase behavior have become more complex and segmented. However, extant research on multichannel marketing effects of the purchase funnel has not reflected the specific features of device User Interface (UI) and User Experience (UX). In this study, we analyzed the marketing channel effects of multi-device shoppers using a unique click stream dataset from global online retailers. We examined device types that activate online shopping and compared the differences between marketing channels that promote visits. In addition, we estimated the direct and indirect effects on visits and purchase revenue through customer's accumulated experience and channel conversions. The findings indicate that the same customer selects a different marketing channel according to the device selection. These results can help retailers gain a better understanding of customers' decision-making process in multi-marketing channel environment and devise the optimal strategy taking into account various device types. Our empirical analyses yield business implications based on the significant results from global big data analytics and contribute academically meaningful theoretical framework using an economic model. We also provide strategic insights attributed to the practical value of an online marketing manager.

• Journal of the Korean Society of Clothing and Textiles
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• v.40 no.4
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• pp.763-774
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• 2016

Companies have recently become interested in the importance of long-term relationships with customers because business-based marketing ideas of the past have evolved into long-term relationship-based marketing. Establishing a relationship with customers to a company is not a simple method to form a market of consumers and provider; it is now understood as an important factor directly connected to the survival of a company. This study is to help Korean fashion brands in China build an efficient strategy for sales promotion and loyal customers through the analysis of the effect of familiarity with Korean fashion brands on satisfaction and brand loyalty in a rapidly growing Chinese fashion market. An online questionnaire covering Korean fashion brands in China was completed by 377 Chinese male and female customers aged 20 to 39 years old from March 20 to March 27, 2014. Data analysis was performed by factor analysis and path analysis using SPSS 20.0 and AMOS. Both direct experiences and indirect experiences influenced brand familiarity. It showed that brand familiarity had a significant direct effect and an indirect effect through satisfaction on brand loyalty. A competitive advantage in the present Chinese fashion market requires that loyalty builds and that brand loyalty increases by creating a long-term relationship with customers when familiarity about the brand is induced.

• Asia Marketing Journal
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• v.9 no.3
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• pp.1-32
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• 2007

In this study, we investigate the relative effectiveness of the two types of brand extensions (sequential extensions vs. direct extensions) in dissimilar extensions and examine the moderating role of two key variables - brand concept(functional brand vs. symbolic brand) and price of target extension product(low vs. high). The results from two experiments show that consumers evaluate the target extension product more favorably when brand is extended sequentially to dissimilar categories than when it is extended directly. However, the difference of target extension product evaluation between sequential extensions and direct extensions decrease when brand is symbolic and price of target extension product is high. Theoretical and managerial implications of the finding are discussed and inplications for future research are suggested.

• Korean Institute of Interior Design Journal
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• v.26 no.3
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• pp.55-62
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• 2017

As recently too many local museums have been built in the whole country, most of them cannot attract enough spectators. In order to resolve this problem, it is needed for local museums to differentiate their spaces and programs related to their exhibition. Thus, the purpose of this study was to analyze the characteristics of spaces and programs of local museums from the perspective of spatial marketing to activate them, and contribute to development of local cultures. This study targeted historical public museums located in Seoul and Incheon. Through preceding research, an analysis frame was established based on the keywords related to spatial marketing, and then the characteristics of spaces and programs of local museums were analyzed based on the frame. The study results are as follows. 1) Access convenience refers to openness that public museums located in Seoul and Incheon can embrace accessible locations, points of interest, and convenient facilities easily recognized by pedestrians. 2) Symbolic formativeness is to express symbolic historical contents in the museum lobby or exhibition to show the identity of local museums. 3) Visibility is needed for direct guidance signs or spaces to let spectators know directions and locations. 4) Public concern is for spectators and local residents to participate in local museums to share and utilize their partial spaces. 5) Interactivity is to induce activation of local museums by utilizing experience exhibition contents and having spectators directly contact exhibits. 6) Interest is related to cultural festival programs of exhibition to arouse spectators' and local residents' curiosity. 7) Participation is to activate spaces and spectators by providing educational programs. 8) Usefulness is to induce spectators' interest in local museums by providing historical, social, and cultural information. These results are expected to be used as baseline data to suggest a new direction for activation of local museums from the perspective of spatial marketing.

• The Journal of the Korea Contents Association
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• v.14 no.11
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• pp.783-797
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• 2014

The purpose of this study is to analyze impact of internal marketing on job satisfaction, job commitment, organizational commitment, and customer orientation in rapidly changing health care environment. The data were collected from 635 employee of 3 hospitals using a standardized questionnaires in Busan and Gyeongnam province. The results were as follows. All internal marketing factors had a direct impact on job satisfaction, job commitment, management support, empowerment, reward systems but affected the indirect through the job satisfaction all factors of internal marketing. Based on the results of this study members of the hospital in order to improve customer orientation, job satisfaction, job commitment create a pleasant working environment, give an appropriate decision-making and compensation for work performance. Compensation for work performance and organizational development suggestions should be considered by executive support.

• Journal of the Korean Society of Costume
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• v.65 no.4
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• pp.45-60
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• 2015

Emotional consumption value orientation has played a significant role to have a direct effect on making purchase in our lives. And emotional value has been dealt within the SPA brand contexts recently. Therefore, the current study investigates how SPA brand consumers' emotional value consumption orientation has affected brand loyalty, with a focus on mediation effects of marketing mix attributes assessment. Results of this research are as follows. First, there was a significant difference between Zara and Uniqlo on the assessment of marketing mix attributes. Second, emotional consumption value orientation had significantly impact on brand loyalty for both Zara and Uniqlo. Third, multi-regression analysis was conducted to find out the mediation effect of marketing mix attributes assessment in the relationships between emotional consumption value orientation and brand loyalty. For Zara, hedonic promotional and pricing attributes of products and place show full mediation effect on brand loyalty. For Uniqlo, utilitarian, hedonic and pricing attributes have impact on brand loyalty. The current study strives to find out how emotional consumption value orientation attected the consumer evaluation process and purchase behavior in the contexts of SPA brand product purchase. Product assessments have stronger effect than place, and hedonic attributes have stronger effect on brand loyalty in comparison with utilitarian attributes. Also, hedonic attributes of product and place have stronger effect on brand loyalty in comparison with utilitarian attributes.

• The Journal of the Convergence on Culture Technology
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• v.9 no.4
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• pp.229-238
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• 2023

This study is to identify marketing methods that are different from the existing ones on the Metaverse platform, where new business models and industrial ecosystems are being formed. The purpose of this study is to identify how brand marketing methods are differentiated according to the type of metaverse and the characteristics of the main users who use metaverse. The research method was a case analysis method, and Roblox, which currently has the largest number of active users, was selected. We closely analyzed how Nike and Gucci brands market by reflecting the characteristics and consumption patterns of Alpha Generation and Generation Z, the main users of Roblox. The results of the analysis are as follows. First, it is approaching with enjoyable content, including games, rather than direct marketing. Second, the content provided contains the brand's story and philosophy. Third, it takes a method of linking virtual and reality. Lastly, through Metaverse, Brands are identifying the tastes of future potential customers and collecting data for customized services.

• The Journal of Asian Finance, Economics and Business
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• v.6 no.3
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• pp.295-304
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• 2019

The study aims to investigate the determinant factors in the organisation of a firm's innovative activities, and the impact of innovation capability on firm's performance of electronic firms in Ho Chi Minh city, Vietnam. How is the performance of electronic companies after delivering an innovation project? How will innovation capability affect firm's performance in electronic companies? This study aims to seek the answer of these questions. We employ a Structural Equation Model and the PLS technique in order to validate the theoretical model proposed in this study. With observation of 374 valid firms, based on Cronbach's Alpha analysis, EFA analysis, CFA analysis and SEM analysis, this study discovers 5 groups of factors including: (i) Institution factors; (ii) Attitude of leadership factors; (iii) Marketing factors; (iv) Technological resources factors; (v) Combination factors, which have direct impact on innovation capability of firms. There are 4 groups of factors that have positive impacts on financial performance of electronic firms, with descending order of importance as follows: (1) Attitude of leadership factors; (2) Quality of human resources factors; (3) Innovation capability; (4) Marketing activities factors. Research results are important implications for Government administrative agencies for business to consult and introduce effective support policies.

• Korean Journal of Organic Agriculture
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• v.14 no.3
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• pp.251-266
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• 2006

This study was surveyed and analyzed in 2005 year for environmentally-friendly rice's production 78 farmers in korea. The major results was as follows: The average age of farmers were 54 years old, the experiences of environmentally-friendly rice's production farms was 7.4 years, the cultivated scales of environmentally-friendly rice's production was 3.4ha. The 74%'s Farmers of all unified rice's breeds for rice's production of high-grade in quality, the ranking of rice's breeds selection were the high-grade rice's breeds of government>japan rice's breeds. The control of damage by blight and insects were needed environmentally-friendly control, the endured study of this control were very important. To cut down cost of the environmentally-friendly rice for income security of farmers and sustenance of farming will. To receive reasonable price of environmentally-friendly rice, the brand image were raised to consumers, the variety and miniaturization of rice packaging unit were needed in view of consumers. In addition to must be campaigns of publicity through the press and event to consumers, were managed the exchange of rice goods and exchanged e-mail together consumers for the maintenance of confidence. To drive direct marketing between environmentally-friendly rice farmers and consumers through experiential marketing, to diversify the marketing channel. To strengthen public relations at regional level and relationship at the consumers.