• 유통과학연구
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• 제10권11호
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• pp.79-88
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• 2012

Purpose - The objective of this paper is to suggest that a company's CRM activities have an effect on customer loyalty in the Korean retail industry. Typically, Korean customers use large local marts with convenience in the absence of any other choice. Therefore, this study aims to shed light on the fact that customers do not break away from their preferred retail stores, either owing to their stringent loyalty (the lie loyalty) or difficulty in turning to alternative choices. Research design, data, methodology - By surveying a sample of 200 hyper-markets through a questionnaire, and excluding dubious and missing responses, I obtained 181 samples to be included in the empirical analysis. The survey was conducted for two weeks during October 2011. AMOS and SPSS18 statistical packages were used for conducting statistical analysis for this study. This paper was developed using the concept of customer equity on CRM, which is known to have a positive impact on customer loyalty through the satisfaction and switching-barrier parameters. The hypothesis of this paper is that customer equity is composed of relationship equity, value equity and brand equity, and that the relationship equity variable has positive effects on the value equity and brand equity amongst other types of customer equity. Moreover, customer equity influences customer loyalty through parameters including customer satisfaction and switching costs in the Korean retail industry. Results - According to the results of the analysis, it was confirmed that relationship value had a positive effect (+) on all variables, including the perceived QoS (Quality of Service), store brand images, economic value, and store convenience. It was also confirmed that the assumption that the perceived QoS (Quality of Service), economic value, and store convenience had a positive effect on customer satisfaction was shown to be statistically significant, with a p-value below 0.05. Only the store brand value variable had an effect on the switching-cost variable with respect to the causal sequence of the variables, including the perceived QoS, store brand value, economic value, and store convenience. The remaining variables did not seem to influence the switching-cost variable. On the other hand, another effect showed that customer satisfaction had a statistically significant influence on the switching-costs variable. Moreover, the customer satisfaction and switching-cost variables also had a statistical influence on customer loyalty. Conclusions - The CRM activities had an influence on various variables (including perceived QoS, perceived economic value, store brand value, and store convenience) pertaining to customer values. Customer satisfaction and switching-cost had some effects on customer loyalty as a parameter. This confirms that stringent loyalty exists with respect to customer loyalty in the retail industry. The fact that the variable had such a statistically significant influence on the switching-cost and store brand equity variables means that consumers react to the reputation of a brand, confidence about the store, and quality confidence. The implications of this study in the retail industry should be further extended to devise strategies for customer retention.

• 한국지능정보시스템학회:학술대회논문집
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• 한국지능정보시스템학회 1999년도 추계학술대회-지능형 정보기술과 미래조직 Information Technology and Future Organization
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• pp.281-289
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• 1999

The objective of this paper is to propose a brand new interface mechanism to provide more intelligent decision making support for EC problems. Its main virtue is based on a numerical process mechanism by using an Extended AND-OR Graph (EAOG)-based logic algebra. Using this mechanism, decision makers engaged in electronic commerce (EC) can effectively deal with complicated decision making problems. In the field of traditional expert systems research, AND-OR Graph approach has been suggested as a useful tool for representing the logic flowchart of the forward and/or backward chaining inference methods. However, the AND-OR Graph approach cannot be effectively used in the EC problems in which real-time problem-solving property should be highly required. In this sense, we propose the EAOG inference mechanism for EC problem-solving in which heurisric knowledge necessary for intelligent EC problem-solving can be represented in a form of matrix. Finally, we have proved the validity of our approach with several propositions and an illustrative EC example

• 한국콘텐츠학회논문지
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• 제17권5호
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• pp.262-272
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• 2017

본 연구에서는 종래 애니메이션 관련 라이선싱에서 주로 다루어왔던 1차적 라이선스 요소인 캐릭터가 아니라 애니메이션의 배경 등 2차 이미지를 활용, 브랜드의 시각적 확장을 달성한 사례를 중심으로 분석한다. 2차 이미지는 내러티브가 발생되는 환경적 요인을 제공하며, 시대적 지리적 속성이 캐릭터로 하여금 사건을 발생시킬 수 있는 중요한 단서를 제공하기도 한다. 본 연구는 애니메이션 원작에서 라이선싱 프로세스에 활용될 수 있는 요소를 1차 활용과 2차 활용으로 구분하여 그 범위를 규정하고, 라이선싱을 통한 실제 협업사례를 통해 구현된 2차 활용의 표현 요소와 실제 제품 간의 시각적 관계를 고찰한다. 구체적 사례로서 디즈니사의 '정글북'과 겐조, '이상한 나라의 엘리스'와 마크 바이 마크 제이콥스의 협업을 선정하여, 두 브랜드에서 드러난 2차 활용을 원작과 비교하여 분석하였다. 연구결과 두 사례에서 2차 이미지를 통한 시각정보를 확장시키면서 아이덴티티를 선명하게 드러냄을 알 수 있었다. 2차 이미지 활용 사례를 통해 향후 가능성을 확인 할 수 있었으며, 지속적으로 발생될 유사 사례와 라이선스의 범위가 확장되는 현 시점에서 새로운 라이선싱 프로세스가 요구됨을 알 수 있었다.

• 한국의상디자인학회지
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• 제5권3호
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• pp.63-77
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• 2003

This study was to analyze the trademarks of The Polo Lauren Company in fashion products and its analogous trademarks that have been applied or registered in the Korean Patent Office. The data was collected from the Korean Patent Office and KIPRIS search system was used. Total 468 trademarks applied by the date of September 10, 2003 including 317 registered trademarks of the Polo Lauren Company and 151 its analogous trademarks applied for fashion products, were used for the analysis. The results were follows. (1) Total 73 different types of trademarks of the Polo Lauren Company were registered for 26 product classification. Trademarks were composed of all possible combination of letter, sign and sketch to prevent the registration of its analogous trademark. Also even the same trademarks were registered for each different product classification. Since the early 1990s the extended trademarks for each segments reflecting diverse lifestyles were frequently registered. (2) Total 134 trademarks that had applied for registration were rejected due to its analogousness to the Polo Lauren. Most of them were seem to purposely analogous to mislead and to confuse consumers. The major type was to add one or two words as brand extention to the genuine Polo brand. Next type was minor modification of genuine trademark. The last type was almost same brand names in different product categories. (3) Total 3 trademarks were not permit to register by the objection of the Polo Lauren Company. Total 19 trademarks were permit to register. Those showed low degree of analogousness. However most of these trademarks were cancelled by the lawsuit of the Polo Lauren company.

• 지능정보연구
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• 제21권2호
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• pp.113-129
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• 2015

장소 브랜딩은 특정 장소에 대한 의미 부여를 통해 장소성의 정체성 및 공동가치를 생성하며 가치 창출을 하는데 중요한 활동이며, 장소 브랜드에 대한 이미지 파악을 통해 이루어진다. 이에 마케팅, 건축학, 도시건설학 등 여러 분야에서는 인상적인 장소 브랜드의 이미지를 구축하기 위하여 많은 노력을 기울이고 있다. 하지만 설문조사를 포함한 대면조사 방법은 대부분 주관적인 작업이며 측정에 많은 인력 또는 고도의 전문 인력이 소요되어 고비용을 발생시키므로 보다 객관적이면서도 비용효과적인 브랜드 이미지 조사 방법이 필요하다. 이에 본 논문은 텍스트마이닝을 통하여 장소 브랜드의 이미지 강도를 객관적이고 저비용으로 얻는 방법을 찾는 것을 목적으로 한다. 제안하는 방법은 장소 브랜드 이미지를 구성하고 있는 요인과 그 키워드들을 관련 웹문서에서 추출하며, 추출된 정보를 통해 특정 장소의 브랜드 이미지 강도를 측정하는 방법이다. 성능은 안홀트 방법에서 평가에 사용하는 전세계 50개 도시 이미지 인덱스 순위와의 일치도로 검증하였다. 성능 비교를 위해 임의로 순위를 매기는 방법, 안홀트의 설문방식대로 일반인이 평가하는 방법, 본 논문의 방법을 사용하되 안홀트의 방법으로 학습한 것으로 유의한 것으로 추정되는 평가 항목만을 반영하는 방법과 비교하였다. 그 결과 제안된 방법론은 정확성, 비용효율성, 적시성, 확장성, 그리고 신뢰성 측면에서 우수함을 보일 수 있었다. 따라서 본 연구에서 제안한 방법론은 안홀트 방식에 상호 보완적으로 사용될 수 있을 것이다. 향후에는 장소 브랜드 이미지를 형성하는 속성 별로 등장횟수를 계산 한 후에 장소 브랜드에 대한 태도, 연상, 그리고 브랜드 자산과의 인과관계를 자동으로 파악할 수 있는 부분까지 구현하고 실증적 실험을 할 예정이다.

• 산경연구논집
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• 제10권8호
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• pp.45-53
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• 2019

Purpose - The purpose of this study was to clarify the factors to make an exclusive importation contract between foreign fashion brands and local retailers for successful business in Korea. Even though imported fashion brand market shows stead increasing in terms of sales amount, the number of store related study was very rare in fact. Meanwhile, as long as this business is glowing a lot of brands are suffering from bad business performance or getting in ruins thus these problems result in foreign currency loss. The local marketers therefore, strongly expect to know the solution for this matter. Research design, data, and methodology - For the qualitative research, 10 experts who are operating foreign brands with an exclusive contract at a department store or at duty free shop now and who had at least over 10 years of related working experience were included. The factors for the exclusive importation contract with foreign brands were drawn up through the one-to-one in-depth interview method from September 3, 2017 to January 15, 2018. The expert group for the validity analysis includes 2 professors and 5 postgraduate students. Results - As a result of qualitative study on the factors for imported fashion brand's launching with the exclusive importation contract, it turned out that there were 5 factors - safety, profitability, reliability, speed and global retailing. Safety, profitability, and reliability have been mentioned in most related surveys but some details are added and speed and global retailing have been newly highlighted and many unknown legal issues that it was not easy to get form common academic research are included. Speed simply means quick lead time and global retailing means stores where located in other countries. Conclusions - The reason that qualitative research should be done before the quantitative research is due to the scant theoretical background for this matter. Because the market of an imported fashion brand is steadily increasing, determining the factors to make exclusive importation contract is very meaningful from the point of academic and business. After this study, many marketers may get basic conditions to apply for real business and I hope the following quantitative research will give more effective results. The next study also will have extended range concerning industry area, product and distribution channel.

• 패션비즈니스
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• 제2권4호
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• pp.21-27
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• 1998

This study is regards to merchandising in terms of paradigm shift on marketing and cost reduction. All research was done to trace the change of customer's purchasing trend taking examples through two of major women fashion brand, Katharine Hamnett and Cynthia Rowley since Korea has been in IMF controlling. The conclusion is as following; 1. After IMF controlling, young character casual and middle-low priced unisex mode have mainly been in '98 fashion trend. On item terms, cross coordination with reasonable prices was formed as main stream. 2. Shortened production lead-time made it possible to reduce its cost. Also new types of fashion business has been introduced to customers. 3. Speedy action are more emphasized through the benefits of simplified marketing channel and shortened payment terms. 4. It used to be a typical style to enjoy the high margin with an famous overseas brand paying license fee. Currently, the trend is extended to re-export to overseas for the licensed OEM goods.

• 패션비즈니스
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• 제4권1호
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• pp.1-12
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• 2000

The purposes of this thesis are to investigate characteristics, environment of characters through comprehensive approach to analyze its use and strategies in apparel brands. As a method to accomplish this research, fashion related articles, documents and magazines are used along with marketing references forecasting 21st century market changes. The character industry has diverse application to different medias and also intimacy and absorbtion beyond sex, age, generation, nationality. The cultural background of character fashion is based on casual clothing caused by wide spread pursuit of sports and leisure culture, indivisualization and diversification of clothing, customer-made marketing atmosphere and tendency of pursuit of fun and humor. In case of domestic young casual market, own characters are developed for creating differentiated it's own brand images. Characters are applied as an design details or cyber fashion models standing for the image of it's own brand and take a part in other events and visual parts as well. Characters not only limited to clothing items but also further usages of characters extended to stickers and other related stationary goods are necessary. A 'Character multi shop' can be one of good methods to maximize synergy effect.

• 유통과학연구
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• 제19권9호
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• pp.113-123
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• 2021

Purpose: BTS Meal at McDonald's was launched in May 2021 in selected countries all over the world. BTS fans in Indonesia bought the BTS Meal and collectively donated to the online delivery drivers as a form of empathy. As a quantitative study, this paper aims to identify the influencing factors in sociopsychology for fans to buy products (BTS Meal) available online using celebrity endorsement strategy, as well as demonstrating social empathy as an extended effect. Research design, data and methodology: empirical research was conducted through an online survey sent to 150 participants using the purposive sampling method. Participants were BTS fans, or ARMYs, who bought BTS Meal and conducted donations. Data were then sorted and processed with path regression. Results: preference and role model influenced the buying behavior; however, these factors influenced social empathy only when mediated by consumption. Preference and role model alone did not have a direct influence on social empathy. Conclusions: Consumer behavior insight is relevant in distribution science. A meal distribution involving brand ambassadors is considerable, particularly with celebrities demonstrating quality in capturing fans' hearts through role modeling. When a distribution is conducted online using a brand ambassador, buying behavior could lead to a social impact.

• 한국콘텐츠학회논문지
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• 제21권3호
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• pp.47-67
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• 2021

본 연구는 MZ세대가 추구하는 가치 소비가 패션 하우스의 코스메틱 소비 상황을 고려해 가치 소비에 대한 이해와 이들의 성향에서 관찰되는 양면적 소비 의도에 영향을 미치는 선행요인을 파악하기 위한 목적으로 하였다. 본 연구에서 제안하는 연구 모형과 연구 가설을 통계적 유의수준에서 검증하기 위해 MZ세대를 대상으로 설문조사를 실시하였고, 표본(총 286명)으로부터 수집된 자료는 구조방정식 모형 분석을 사용하였다. 그 결과, 감정적, 사회적 소비 가치는 MZ세대의 소비 의도에 큰 영향을 미치는 변수로 나타났다. 첫째, 자아존중감은 감정적 소비 가치에 영향을 미치는 것으로 통계적 유의수준에 나타났다. 둘째, 물질주의는 감정적, 사회적 소비 가치에 유의미한 영향을 주는 것으로 나타났다. 셋째, 공적 자기의식은 사회적 소비 가치에 영향을 미치는 것으로 나타났다. 즉, MZ세대들은 패션 하우스의 뷰티 브랜드에서 제시하는 뷰티 트렌드를 추구하고, 높은 소비 가치로 지각하며, 패션 하우스의 코스메틱을 사용함으로써 사회적으로 차별화될 수 있다는 과시적 소비성향을 가지고 있는 것으로 나타났다.