• Proceedings of the Costume Culture Conference
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• 2005.10a
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• pp.12-21
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• 2005

• Journal of Distribution Science
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• v.13 no.9
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• pp.59-70
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• 2015

Purpose - This study aims to suggest strategies for Korean enterprises advancing into the Vietnam bakery market by analyzing the effects of perceived values on brand preference and purchase intention among Korean and Vietnamese consumers. Research design, data, and methodology - The perceived value model designed includes functional (price, quality), emotional, and social values. The survey collected data from 500 consumers in Seoul (Korea) and HoChiMinh (Vietnam). The SPSS 18.0 package was used for analysis. Results - First, among Vietnamese consumers, perceived value had a positive (+) effect on global brand preference in the order of functional value of quality, social value, and the functional value of price. However, from an ethnocentric trend and brand image origin, emotional value had a negative effect on global brand preference. In contrast, among Korean consumers, perceived value had a positive (+) effect on global brand preference in the order of functional value of quality, the functional value of price, and the social value. However, emotional value had no effect on global brand preference. Second, for both Korean and Vietnamese consumers, perceived value had a significant positive effect on purchase intention. Third, unlike the Korean consumer, for the Vietnamese consumer, global brand preference had a significant effect on purchase intention. Conclusions - The study implies the following. First, the Vietnamese bakery market has a high proportion of middle-aged customers in their 40s (64%). In terms of monthly income, there was a large proportion (40%) of high-income earners (over $325). Therefore, bakery consumption can be seen as concentrated among middle-aged and high-income consumers. Based on this, bakery strategies should include efforts to increase purchase prices as well as ways to attract local consumers (large cities). Second, unlike Korean consumers, among Vietnamese consumers, the resistance to a global brand based on emotional value (the ethnocentric tendency and brand image origin) can be seen as relatively low. Thus, in the case of the Vietnam bakery market, to increase a global brand's preference, the company should develop a differentiated strategy so that Vietnamese consumers can recognize it better, focusing on product quality, good service quality, and price in the local environment and on social value for social development. Third, in the case of the Vietnamese customer, we found that social value exerts the greatest influence on purchase intention. Therefore, a brand that engenders an image of building the local Vietnamese community can achieve a higher social value and influence purchase intention. In addition, although Vietnamese consumers have ethnocentric tendencies in terms of products, we found that if it is a preferred global brand then there are intentions to purchase. Fourth, in the case of Vietnam, if the preference for global brands is formed, consumer awareness may be connected to purchase intention. Therefore, global brands operating in Vietnam should pay attention to how to improve consumer preferences for global brands in order to increase purchase intention.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.12
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• pp.1992-2005
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• 2010

Emotion directly affects consumer buying behavior. This study examines Chinese consumers' emotion elicitation process toward a U.S. apparel brand in the Chinese market. Employing a cognitive appraisal theory, this study proposed and tested a conceptual model incorporating three factors of consumer global orientation as antecedents of consumer emotion and purchase intention as a consequence of emotion. Among the ten proposed hypotheses, eight were supported. Of the three antecedents of consumer emotion, exposure to global mass media and cultural openness positively increased Chinese consumers' appraisals of a U.S. apparel brand. Unlike these two antecedents, the effects of exposure to mass migration on consumer appraisals were found to be non significant. The relationships between appraisal dimensions and positive emotion were all supported. Finally, this study confirmed that positive emotions increased Chinese consumers' purchase intentions of a U.S. apparel brand. Theoretical and managerial implications were discussed based on the findings.

• Journal of Distribution Science
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• v.14 no.12
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• pp.89-97
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• 2016

Purpose - In the major global markets, such as US and China, consumer ethnocentrism has been strengtened and there is a growing need for related study. This research aims to investigate the effects of national pride and national attachment on consumer ethnocentrism, using a nationally representative dataset from 2013 Korean General Social Survey. Based on the reviews of literature in social and political sciences, two dimensions of national pride were considered: national society pride which is based on positive evaluations on the nation's democracy condition or social security system, and national achievement pride which is based on positive evaluations regarding the country's achievements in the areas of technology, art, sports, and so on. Research design, data, and methodology - The authors developed a structural model in which two types of national pride, national society and achievement pride, are proposed to affect national attachment, thus influencing consumer ethnocentrism. 1,294 surveys were used for empirical analysis. The hypotheses were tested by utilizing SPSS 22.0 and AMOS 21.0. The unidimensionality of each construct and the nomological validity were supported from the results of factor analyses and correlation analysis. Results - It was found that both national society pride and national achievement pride have significant and positive effects on national attachment. Consumers who show stronger pride on the social systems or the global achievements of Korea are more likely to remain being a citizen of the country and support the country even in wrong. Also, there was a significant and positive relationship between national attachment and consumer ethnocentrism. Korean consumers who have stronger attachment to Korea tend to express higher ethnocentrism to protect Korean labor market and to promote economic development of the country. Conclusions - The findings of this study showed that companies and government need to emphasize the country's advanced social environments or global competitiveness in technology, sports, art, and so on, to boost national attachment. With a deeper understanding on the relationships among national pride, national attachment, and consumer ethnocentrism, the authors expect that both local and foreign companies in Korea will be able to develop more effective marketing strategies and to achieve sustainable competitive advantage.

• International Commerce and Information Review
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• v.11 no.4
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• pp.313-344
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• 2009

Corporate Social Responsibility(CSR) is considered recently a key factor for the firm's success and sustainable growth in today's changing business environments. Discussions on CSR are extensively unfolding in various sectors, public, civil society and business organizations, across the world. Consumer in foreign markets have been insisted that multinational corporations and foreign supplier need to adapt their business activities to not only the economic, but also social needs of the consumer. Therefore Korean companies operating in global markets need their global CSR strategy, which will contribute to the improvement of their international competitiveness and long term growth. Thus, the purpose of this study is to report on the strategy of corporate social responsibility through the literature review and illustration of CSR activities of the leading companies in global market. In addition, this paper is aimed to provide Korean firms the insight in reinforcement of global competitiveness in relation of strategic CSR.

• Food Science and Industry
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• v.50 no.4
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• pp.2-11
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• 2017

The external factors of global flavor market include the world economy, population growth, urbanization, consumer spending, raw material availability, pricing, and regulatory issues. And the internal factors as product pricing and technology development may lie the flavor house's competitiveness and cost considerations. In developing countries, rising preference for packaged food and beverages and increasing personal expenditures will drive demand for flavor market. Increasing consumer demand for natural products, driven in part by health concerns and a desire for transparency in labeling will impact the demand. The increasing demand for salt and sugar reduction will boost demand for flavors to maintain the overall taste. The use of quality and innovative flavors in the beverages and the multifunctional flavors has a positive influence on the global market. The global flavor industry has the presence of several drivers and positive trends, with its future expected to be promising.

• Journal of Distribution Science
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• v.17 no.9
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• pp.117-125
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• 2019

Purpose - We investigate how to increase consumer incentives to buy public offering funds, resulting in activating the public offering fund market. In particular, this study aims to find ways to expand diversity and to improve efficiency of public offering fund. The public fund market of Korea has been stagnant in recent years. However, the public offering fund market plays a very significant role in terms of consumer welfare. Since only a few wealthy investors can participate in the private equity market, the stagnation in the public offering fund market usually reduces the opportunity of consumer's buying funds thus ultimately affecting their future wealth. Research design, data, and methodology - To attain our purpose, the 'factor-based portfolio strategy' has been considered. It is an alternative portfolio strategy, which composites the advantages of the passive management and active management. For our empirical anaylsis, we used global stock distribution market data over the period of 1991 and 2016. Then we constructed portfolios based on firm-size, firm-value, and momentum. Finally, a regression model was set, then hypotheses were tested, analyzing the performances. Results - First, among the 15 factor-based portfolios of global, Europe, Asia-Pacific(ex Japan), US and Japan, in eight portfolios, positive excess returns are observed at 5% significance level. Further, there is another portfolio with positive excess return at 10% significance level. Second, most of the portfolios with significant excess performance show positive relationship with the market portfolio. However, the firm-value based portfolio in Asia-Pacific region shows no relationship, and the firm-value based portfolio in US shows negative relationship. Third, we confirmed that the two firm-value factor portfolios in Asia-Pacific region and US, not having positive relationship with market portfolio, provide significant excess returns. Conclusions - In this paper, we provide empirical evidences supporting that the factor-based portfolios expand the diversity of funds and improve the efficiency of investment performance. However, there is no guarantee that the efficiency will continue in the future. In addition, various constraints and costs must be considered. Nevertheless, our novel findings in the advanced financial market such as US and Asia-Pacific are very interesting and offers important implications.

• Asia Marketing Journal
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• v.26 no.1
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• pp.11-22
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• 2024

In the uncertainty fueled by the COVID-19 pandemic, mergers and acquisitions (M&As) have emerged as key strategic responses by firms. This study explores the impact of M&As on acquirers' firm value, utilizing a firm-level panel dataset from SDC Platinum. Empirical evidence recognizes the potential negative impact of transaction value in M&As and the pandemic's effect on market uncertainty that may occasionally exacerbate the adverse influence on acquirers' firm value. The findings indicate that effective marketing strategies, such as enhancing consumer awareness through increasing advertising expenditures, can counterbalance these influences, particularly during uncertain times. This study accentuates the importance of adaptability and a responsive marketing approach in managing M&As during a global crisis. It provides valuable perspectives on consumer awareness in strategic decision-making, offering insights for both academic and business communities and focusing on actionable strategies for navigating the global market turmoil transformed by COVID-19.

• THE INTERNATIONAL COMMERCE & LAW REVIEW
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• v.56
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• pp.3-27
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• 2012

The purpose of this thesis is to develop a relational model which can explain consumer selection for exporting goods and analyze the effect of corporate image on the relations between country image and consumer selection under global trade environment. The specific objectives are as follows: 1) to suggest a concept of consumer selection and measurement criteria, 2) to analyze correlations among country image, corporate image and consumer selection and 3) to find out the effect of corporate image on the relations between country image and consumer selection. The SPSS program for window and LISREL program were used to analyze the data for this study. The statistical method used in this study was the covariance structure analysis estimating parameters by maximum likelihood method. Path coefficients were tested for t-tests with a statistical significance level of .05. The conclusions of this study are as follows. First, significant correlations were observed among all sub-variables proposed in this study. In addition, significant correlations were detected among country image, consumer selection and corporate image. Second, a hypothetical model proposed in this study was mostly appropriate. Country image had a positive direct effect on consumer selection and corporate image with statistical significance. In addition, it has an indirect impact on consumer selection with statistical significance with corporate image as an intervening variable. Third, corporate image had a significant moderation effect in country image-consumer selection relations. As corporate image levels increased, the effect of country image on consumer selection increased as well. In other words, it has been confirmed that if corporate image levels are high, country image could end up with consumer selection.

• The Korean Journal of Community Living Science
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• v.18 no.4
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• pp.617-627
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• 2007

The problems of agriculture and food production in Korea are serious. These problems were brought about by the global food system. In this system, farmers and consumers are disconnected. The distance between food production on the farm to the consumer's table is too long. Farmers can not survive as their food dollar is steadily decreasing. Consumers have to eat old, unclean, and poor-quality foods because the foods do not come from nearby farms. They do not know where their food has come from or by whom their food was grown. In order to solve these problems, the transition from the global food system to a local food system is imperative. In a local food system, farmers and consumers are connected and they can help each other. This study identifies the consumers' role in the local food system. They are the purchasers of local food. They are active participants both in producing and distributing local food, and in taking part in the local food movement. Above all, they are the teachers of the younger generation consumers. While consumers in the global food system are passive, those in the local food system are active. We call the former "food illiterates" and the latter "food citizens." In order to revitalize the local food system, consumers must be food citizens, and therefore, consumer education is necessary. There are several interdependent media forms available for consumer education such as field trips, farm experiences, education for returning to the farm, and food education.