• Asia Marketing Journal
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• v.6 no.2
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• pp.3-22
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• 2004

Prior researches related to private brands have mainly focused on the competition between private brands and national brands. But private brands can be allied with national brands to overcome its weak points such as low perceived quality. The purpose of this study is to investigate the consumer responses to the alliance between private brands and national brands. Especially this paper focused on the situation in which national brands are used as ingredient brands to improve the consumers' preference toward private brands. We hypothesized that using national brands as ingredient brands would improved the consumers' perceived quality and buying intention toward private brands. Also we supposed that when national brands had moderate congruity with product category, consumers' preference would be most positive. And this study examined the moderating effects of functional risk. Factorial experimental design and scenario method were employed to test the hypotheses. Also we classified the products as utilitarian-hedonic products and compared the effects of ingredient brands on utilitarian products with hedonic products. Empirical results show that when private brands use national brands as ingredient brands, consumer responses become positive. Also when ingredient brands have moderate congruity with products, consumer responses are most positive. But moderate congruity effect is significant only when functional risk is low.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.14 no.5
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• pp.175-185
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• 2019

Despite the rapid growth and importance of social enterprises in recent years, most social enterprises have many limitations such as small business size, financial dependence on government, lack of professional management personnel and knowledge, and low consumer awareness. Therefore, empirical research in the field of marketing is needed for economic independence of social enterprises. This study is based on the following: First, the identity of the social enterprise and the self-image of the consumer, second, the functional correspondence between the consumer's expectation and actual performance of the social enterprise's product, and third, the social value of the social enterprise product, the purpose of this study was to examine the effects of consumer value consistency on customer satisfaction and loyalty to social enterprises. Finally, this study aimed to suggest the moderating role of social enterprise clubs in this process to give implications for the long-term marketing of social enterprises. The results of this study are as follows. First, self-image consistency, functional correspondence, and value correspondence all have positive effects on the satisfaction of social enterprise and its products and form a loyalty. Secondly, whether or not the social enterprise club belonged to them is a moderating variable that raises sensitivity in the effects of self image consistency and functional consistency on customer satisfaction and customer satisfaction on loyalty. It was found to be.

• Asia Marketing Journal
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• v.22 no.4
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• pp.1-25
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• 2021

This paper explores how the positive effect achieved when consumption value matches brand benefit can increase brand loyalty. Prior research on consumption value mainly focused on perceived value; these studies omit consumers' views of consumption value. Therefore, this study examines the effect of congruence between consumption values (functional, emotional, social, and ethical value) and perceived brand benefits (enabling, enticing, symbolic, and socially responsible benefits) on consumers' brand identification, trust, and loyalty. We find a positive effect on brand identification and brand trust when a consumer's value is similar to a brand benefit, particularly between functional value and enabling benefit, and ethical value and socially responsible benefit. However, congruence between consumption value and perceived brand benefit only had an indirect effect on brand loyalty by mediating brand identification and trust. This study provides a basis for implementing a marketing strategy to build brand assets and increase brand loyalty by providing consumers with the value they want in a diversified market.

• Journal of the Korean Orthopaedic Association
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• v.56 no.4
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• pp.317-325
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• 2021

Purpose: This study compared the functional and radiologic outcomes of intramedullary nailing (IMN) and minimally invasive plate osteosynthesis (MIPO) for tibia fractures in distal tibial spiral fractures combined with posterior malleolar fractures, as well as the functional and radiologic outcomes with and without fixation for posterior malleolar fractures. Materials and Methods: From January 2010 to December 2018 the radiological and clinical outcomes of 30 skeletally mature patients with tibial spiral fractures (AO Foundation/Orthopaedic Trauma Association classification 42-A1, B1, C1) combined with posterior malleolar fractures were analyzed. Sixteen patients were treated with IMN, and 14 patients were treated with MIPO. Depending on the surgical methods, the radiologic and clinical outcomes were compared by evaluating the bone union time, postoperative alignment, postoperative displacement of the posterior malleolar fragment, and American Orthopaedic Foot and Ankle Society (AOFAS) score. Moreover, the functional and clinical outcomes with and without fixation for posterior malleolar fractures were compared. Results: The mean bone union time was 21.8 weeks in the IMN group and 23.1 weeks in the MIPO group (p=0.500). At the final follow up, the mean alignment was coronal angulation of 1.8°, sagittal angulation of 1.6° in the IMN group and coronal angulation of 1.2° and sagittal angulation of 1.7° in the MIPO group (conoral angulation: p=0.131, sagittal angulation: p=0.850). The postoperative and final radiologic evaluation showed no displacement of the posterior malleolar fragment and excellent joint congruity in all cases. At the final follow-up, the mean AOFAS score was 88.0 on average in the IMN group and 87.6 on average in the MIPO group (p=0.905). The ankle range of motion and AOFAS score were similar in the fixation group and no fixation group for posterior malleolar fractures. Conclusion: Both IMN and MIPO for tibial spiral fractures combined with posterior malleolar fractures result in satisfactory radiological and clinical outcomes.