• Journal of Sport and Applied Science
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• v.5 no.2
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• pp.17-21
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• 2021

Purpose: This study aims to analyze the management environment Provincial and Municipal Professional Soccer Teams based on financial statements at a time when strengthening the financial soundness of domestic professional soccer teams is emphasized. Research design, data, and methodology: This study was sampled using convenience sampling and a total of 607 questionnaires were used. In this study, questionnaires were used as a survey tool, consisting of eight questions in a total of four areas, measuring demographic characteristics, shoe design, shoe functionality, shoe price, and promotion. Results: First, the importance of outdoor brand shoe selection attributes was high in cost-effectiveness, discount, and promotional models, while the satisfaction level was high in shoe size, content, and Model. Second, IPA analysis revealed shoe sizes, promotional models, and discount factors as maintenance and management continuation areas. Content factors have emerged as a competency-focused area. A sense of cushioning and wearing has emerged as an area of further improvement. As a status quo area, shoe laces and cost-effectiveness factors appeared. Conclusions: First, consumers considered the cost-effectiveness of choosing shoes, followed by discounts, and efforts are needed to diversify promotional content to maximize promotion for shoe sales. 3. Domestic outdoor brands are not yet satisfied with consumers.

• The Journal of Industrial Distribution & Business
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• v.12 no.4
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• pp.7-13
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• 2021

Purpose: This study aims to empirically analyze the effects of user experience on satisfaction and repurchase in the online food market and to present implications. Online food markets have rapidly dominated the grocery market since their appearance, and online food purchases by middle and seniors as well as young people are increasing rapidly. Research design, data, and methodology: The survey was conducted on 268 consumers with experience in using online food markets, and the results of the survey were analyzed using SPSS statistical program to verify reliability and feasibility, and using structural equation modelling (SEM) using AMOS. This study positively analyzed the impact of satisfaction and repurchase intent by setting system quality, product quality, brand characteristics, and economics as user experience factors in online food markets. Results: The results showed that among online food market user experience factors, the quality of the product and brand characteristics have a significant impact on satisfaction. This means that consumers decide to purchase food through online food markets by considering high-quality products and brand value together. Conclusions: This study has broadened the horizon of recent research on online food market which has been rapidly increasing in the market triggered by Covid19, providing significant implications.

• Asia-Pacific Journal of Business
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• v.12 no.1
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• pp.87-100
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• 2021

Purpose - This study aims to examine the antecedents of willingness to pay in the domain of duty free shop. Design/methodology/approach - This study chooses willingness to pay as explained variable. The candidates of explanatory variables are price fairness, brand awareness, employee service, product diversity, and crowding. This study uses survey to explore the linear relation between variables. This research collected data using online panel data collection service. The number of valid observation is 265. The research targe is Lotte duty free store. Statistical analysis was for statistical inference. To attain the information of survey respondents, frequency analysis is employed. Next, this study implemented exploratory factor analysis and reliability to ensure both validity and reliability of measurement items. This study executed multiple regression analysis to test research hypotheses Findings - Regrading results, brand awareness, employee service, and product diversity are positively associated with willingness to pay of duty free shop product. Moreover, the results of regression analysis suggest the inverted-U shape association between crowding and willingness to pay. However, price fairness appeared as non-significant variable to account for willingness to pay in the multiple regression analysis. Originality - This study contributes to the literature by examining duty free shop customers more.

• Journal of Korea Trade
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• v.23 no.3
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• pp.105-117
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• 2019

Purpose - Underdog positioning is often used to evoke a positive attitude when interacting with consumers. However, little research has been conducted on the market competition structure and innovation contexts in which underdog positioning produces the most impact. This research aims to investigate unexplored boundary conditions of underdog positioning and addresses two issues: market structures (oligopoly vs monopolistic competition) and perceived firm innovativeness (PFI). Design/methodology - Two one-way ANOVA designs (market structures: monopolistic competitions vs. oligopoly; perceived frim innovativeness: strong vs. weak) were randomly assigned to 297 graduate and undergraduate students (52 % female) majoring in business. Study 1 examined the effect of underdog positioning on consumer attitudes in the different market structures. Study 2 investigated the relationship between underdog effect and consumer attitudes through viewing conditions that varied in PFI. Findings - Drawing on the results of the study, the authors conclude that underdog positioning is effective to generate more positive consumer attitudes when employed in the market structure of monopolistic competition rather than oligopoly. Moreover, both underdog and top dog positioning are likely to generate more positive consumer attitudes when accompanied with strong PFI than weak PFI. Originality/value -This is the first study to distinguish between monopolistic competition and oligopoly market structures with underdog positioning as well as to demonstrate a positive effect of PFI, regardless of the type of brand narratives.

• Asia Marketing Journal
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• v.14 no.2
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• pp.65-96
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• 2012

Brand has received much attention from considerable marketing research. When consumers consume product or services, they are exposed to a lot of brand related stimuli. These contain brand personality, brand experience, brand identity, brand communications and so on. A special kind of new crisis occasionally confronting companies' brand management today is the brand related rumor. An important influence on consumers' purchase decision making is the word-of-mouth spread by other consumers and most decisions are influenced by other's recommendations. In light of this influence, firms have reasonable reason to study and understand consumer-to-consumer communication such as brand rumor. The importance of brand rumor to marketers is increasing as the number of internet user and SNS(social network service) site grows. Due to the development of internet technology, people can spread rumors without the limitation of time, space and place. However relatively few studies have been published in marketing journals and little is known about brand rumors in the marketplace. The study of rumor has a long history in all major social science. But very few studies have dealt with the antecedents and consequences of any kind of brand rumor. Rumor has been generally described as a story or statement in general circulation without proper confirmation or certainty as to fact. And it also can be defined as an unconfirmed proposition, passed along from people to people. Rosnow(1991) claimed that rumors were transmitted because people needed to explain ambiguous and uncertain events and talking about them reduced associated anxiety. Especially negative rumors are believed to have the potential to devastate a company's reputation and relations with customers. From the perspective of marketer, negative rumors are considered harmful and extremely difficult to control in general. It is becoming a threat to a company's sustainability and sometimes leads to negative brand image and loss of customers. Thus there is a growing concern that these negative rumors can damage brands' reputations and lead them to financial disaster too. In this study we aimed to distinguish antecedents of brand rumor transmission and investigate the effects of brand rumor characteristics on rumor spread intention. We also found key components in personal acceptance of brand rumor. In contextualist perspective, we tried to unify the traditional psychological and sociological views. In this unified research approach we defined brand rumor's characteristics based on five major variables that had been found to influence the process of rumor spread intention. The five factors of usefulness, source credibility, message credibility, worry, and vividness, encompass multi level elements of brand rumor. We also selected product involvement as a control variable. To perform the empirical research, imaginary Korean 'Kimch' brand and related contamination rumor was created and proposed. Questionnaires were collected from 178 Korean samples. Data were collected from college students who have been experienced the focal product. College students were regarded as good subjects because they have a tendency to express their opinions in detail. PLS(partial least square) method was adopted to analyze the relations between variables in the equation model. The most widely adopted causal modeling method is LISREL. However it is poorly suited to deal with relatively small data samples and can yield not proper solutions in some cases. PLS has been developed to avoid some of these limitations and provide more reliable results. To test the reliability using SPSS 16 s/w, Cronbach alpha was examined and all the values were appropriate showing alpha values between .802 and .953. Subsequently, confirmatory factor analysis was conducted successfully. And structural equation modeling has been used to analyze the research model using smartPLS(ver. 2.0) s/w. Overall, R² of adoption of rumor is .476 and R² of intention of rumor transmission is .218. The overall model showed a satisfactory fit. The empirical results can be summarized as follows. According to the results, the variables of brand rumor characteristic such as source credibility, message credibility, worry, and vividness affect argument strength of rumor. And argument strength of rumor also affects rumor intention. On the other hand, the relationship between perceived usefulness and argument strength of rumor is not significant. The moderating effect of product involvement on the relations between argument strength of rumor and rumor W.O.M intention is not supported neither. Consequently this study suggests some managerial and academic implications. We consider some implications for corporate crisis management planning, PR and brand management. This results show marketers that rumor is a critical factor for managing strong brand assets. Also for researchers, brand rumor should become an important thesis of their interests to understand the relationship between consumer and brand. Recently many brand managers and marketers have focused on the short-term view. They just focused on strengthen the positive brand image. According to this study we suggested that effective brand management requires managing negative brand rumors with a long-term view of marketing decisions.

• Journal of Distribution Science
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• v.18 no.5
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• pp.35-47
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• 2020

Purpose: In the highly competitive franchise market, the perceived entrepreneurial passion and emotions of customers are very important, because it impacts on the success of companies. Thus, the purpose of this paper is to suggest how the impact of the franchise entrepreneurial passion and positive emotions on the brand trust and loyalty of customers. Research design, data and methodology: This study analyzes data was collected through questionnaires on customer(n=480) who had visited franchise restaurants. Analysis of used collected data was based on the mix method using quantitative and qualitative comparative analysis. Results: The quantitative analysis results showed inventing passion, developing passion, positive emotions that perceived by customers have a positive impact on brand trust. On the other hand, founding passion did not have an impact on loyalty in quantitative analysis. but when combined with developing passion in qualitative comparison analysis, but when combined with developing passion in qualitative comparison, that became the sufficient condition of high loyalty of customers. Conclusions: The franchisor of the Korean franchise industry is indiscriminately overusing the founding franchisees, causing social problems. In this situation, founding passion can have a negative impact on customers. Therefore, the franchisors must have management capabilities by strictly managing the founding rules of the franchisee and disclosing the corporate vision.

• 한국디지털정책학회:학술대회논문집
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• 2005.06a
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• pp.443-461
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• 2005

The internet has been giving new business opportunities due to the unlimited and convenience of using it. So, A lot of companies confront many challenges to hold customer. In this situation, The holding many customers of online car insurance company could have very significant meanings, Therefore, this study could be meaningful to analyze the factor of building customer loyalty. The main results of the paper are as follows : Firstly, The attributes and recent situation of online car insurance have been researched. Secondly, The Customer brand relation quality(BRQ) has been shown a important role of building loyalty. Finally, Conceptual criteria for the study, which was modified considering cultural values of Korean customer from Fournier's seminal study, have shown very significant means.

• THE INTERNATIONAL COMMERCE & LAW REVIEW
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• v.33
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• pp.311-343
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• 2007

At present, more than 80% export made by Korean small-medium sized companies is OEM(Original Equipment Manufacturing). But OEM export of made-in korea products has been facing limitations from 1990s. Some leading companies among those small-medium sized companies which have been fulfilling OEM export are transferring their exporting strategies to Own Brand or ODM(Original Development/Design Manufacturing) and some of their strategies successful. However, most of small-medium sized OEM exporting companies are still groping for some ways to upgrading to Own Brand or ODM exporting strategies. Therefore, this article deals with how the leading ODM exporting companies have been transferred from OEM to ODM exporting strategies. It also discusses the primary factors of success and barrier and how to develop the ODM exporting strategies based on investigating literature and interviews with the leading ODM exporting companies.

• Proceedings of the Korea Contents Association Conference
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• 2014.11a
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• pp.85-86
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• 2014

본 연구의 목적은 브랜드 홍보 잠재력이 낮아지고 있는 기업 브랜드의 아이덴터티 유지를 위한 도구로서 Projection Mapping의 활용 방안을 고찰하는 것이다. 브랜드 홍보 잠재력이 낮아지고 있는 지역 대표 기업인 기아 타이거즈를 연구 대상으로 선정하고, Brand Identity측면에서 Durability, Differentiation, Coherence, Flexibility 특성 중심으로 Interactive Projection Mapping을 구현하였다. 제작과정은 크게 C4d 를 활용한 홍보 영상 제작, VVVV와 Touch Sensor을 활용한 행동에 반응하는 영상 제어 과정으로 이루어졌다.

• Journal of Fashion Business
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• v.5 no.3
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• pp.145-158
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• 2001

The purpose of this study is to help you understand the importance of developing of high value added fashion culture goods being integrated with technology and knowledge. And to propose efficient ways of creating a new brand which can be accepted by anyone who has international sensibility. First of all, after making deep research and investigation about the status of current situation in domestic knitwears industries and brands, and exploring problem areas, a growth plan with priority given to strategies for creation of high value added knitwears and its brands will be presented. As methods used in this study, researches was made mainly by digging into technical books on knitwears, fashion trends, and domestic and international fashion information magazine and leaflets, let alone, a lot of domestic market research was performed, as required, and sometimes knitwears simple items were also actually made in parallel.