• Journal of Korea Society of Digital Industry and Information Management
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• v.7 no.3
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• pp.175-187
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• 2011

People could be effected by other's recommendations when they are in making decision to buy something. This phenomenon was called as 'word of mouth effect' and proved to be very significant to change consumer's attitude because of a lack of information about products or services what they needed. And also there are two kinds of views about Brand communication. One is that Brand communication would be weakening due to less cost to search information. the other is that Brand communication would be strengthen because of a lack of sensibility to product. Therefore, the purpose of this study is to examine the function of online word of month and the effect of brand communication by adopting a concept of BRQ. As The results, First, Online word of mouth have significantly effected on consumer's attitude even though those information are all texts and have been suspicious if it is true or not. Second, consumer brand relationship quality have a influence on consumer's attitude. In conclusion, This study would give implications for companies to build marketing strategies.

• Proceedings of the Korean Institute of Interior Design Conference
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• 2008.05a
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• pp.123-127
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• 2008

This study is to analyze brand image of housing cultural center to understand how it is shown in the resting place of housing cultural center. We chose the object housing cultural center and made checklist to understand space condition and brand image reflection. housing cultural center should be reborn as a cultural rest space for customers and residents, and especially new definition of function and concept of resting place is necessary. The resting place of housing cultural center is not just offering an extra room for customers but a link-space and an intermediation-space to link the functions of each space where customers stay for long time. So there should be proper design that expresses the brand image for resting place. From the research, we found that the resting place has cafe like design with tables and chairs. Some of them are gallery-cafe like or book-cafe like to emphasize the cultural aspects. But they are not proper to express brand image. So there should be detailed guidelines of design for resting place of housing cultural center to express brand image.

• Management & Information Systems Review
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• v.30 no.4
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• pp.73-92
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• 2011

The purpose of this study was to investigate the differences of influence between luxury brand value and preferences according to consumers' regulatory focus. For data collection, research questionnaires were responded by females consumers living in Pusan and Ulsan. The collected data were analyzed according to the frequency-factor analysis using SPSS 14.0 for windows Package, the factor analysis using Varimax, reliability analysis, T-test, multi-regression analysis, and chow-test. The results were as follows: First, Based on an independent samples t-test, It was found that prevention-oriented respondents were significantly more qualify value and economic value than promotion-oriented respondents, promotion-oriented respondents were significantly more aesthetic value than prevention-oriented respondents. Second, concerning the worth of luxury brands that aesthetic value, qualify value, economic value, conspicuous value, and emotional value significantly affected the consumers' preference about luxury brand. On the other hand, only social value of the luxury brand did not have a significant effect on the consumers' preference about luxury brand. Second, the study was to investigate whether the luxury brand value has an effect on the brand preference depending on the consumer's regulatory focus. The results showed that there were different perceived values of luxury brand preference between the promotion-focused and the prevention-focused consumers. The promotion focus group had the effect on conspicuous value and emotional value, while the prevention focus group had the effect on quality value and economic value for luxury brand preference.

• Journal of Information Technology Services
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• v.13 no.3
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• pp.25-50
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• 2014

The purpose of this study is to examine factors affecting the diffusion and the intention to use, and how these factors differ among adopter categories. A survey was done to analyze the diffusion of smart-phone, the most popular and innovative product nowdays. We collected 197 survey questionnaires from smart-phone user and analyzed the data using SPSS 18.0 and Smart PLS 2.0. PLS (Partial Least Square) analysis was implemented before multiple group-innovator, early adopter, eraly majority- analysis which is categoriezed by Innovation Diffusion Model of Rogers (1995). The results show that firstly, in innovator group (n=63), the functional and the safety value have significantly positive effect on user satisfaction. In addition, we found that user satisfaction and the brand loyalty are significatly associated with the intention of use. Secondly, in early adopter group (n = 67), the design value has significantly positive effect on user satisfaction and it has significantly positive effect on brand loyalty. Finally, in early majority group (n = 67), the design value has significantly positive effect on the user satisfaction and it has stronger effect on the intention of use and brand loyalty. We conclude this paper with the implication of this study to both academia, business practice, and policy making.

• Korea Trade Review
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• v.42 no.5
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• pp.43-69
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• 2017

The study examined moderating role of thinking style about causality in the relationship between the perceived brand globalness(PBG) and the brand evaluation. Thinking style about causality is divided into interactionism and dispositionism. Individualism culture shows a tendency of thinking style about causality to dispositionism, and collectivist cultures shows a tendency for interactionism. We conducted a survey on Korean college students who represent collectivist cultures and foreign students from countries of individualistic culture and analyzed data through structural equation modeling. Analysis result showed that the higher the respondents perceived PBG, the higher they perceived brand quality, brand quality, and brand price. However, it showed that PBG has greater positive effects on perceived brand quality and perceived brand reputation among Korean students than students from individualistic cultures. On the other hand, the effects of PBG on perceived brand price did not show any significant difference between Korean students and students from individualist cultures. Thus, we can conclude that thinking style about causality plays a moderating role in the relationship between PBG and perceived brand quality and brand reputation, while it does not do so between PBG and perceived brand price.

• The Korean Journal of Franchise Management
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• v.3 no.1
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• pp.26-45
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• 2012

Market players have realized the importance of brand power and tried to develop effective marketing programs which focus on consumer's brand experience. This study aims to investigate brand experience and brand personality effect on brand attitude which is overall consumer's faith toward brands and repurchase intention in food-franchised by Structural Equation Model. As results, both brand experience and brand personality affect brand attitude although brand experience has more influence than brand personality. As consumers show positive brand experience and attitude, repurchase intention is higher. Brand attitude plays a mediation role in the relation of brand experience and personality, and repurchase intention. Also brand experience shows more influence than others on repurchase intention.

• Korean Institute of Interior Design Journal
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• v.15 no.3 s.56
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• pp.184-192
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• 2006

On this study, we are focusing on the spatial value of the flagship store as an effective way of experiential communication for a brand. The purpose of this study is to create effective methods for the spatial identity by connecting significance of experiential communication and strategic factors of experiential marketing. The process of this research is summarized as follows: First, we select some cases of the flagship stores realizing differentiated methods of experiential marketing and classify the types according to the marketing strategy. Second, we can analyze each function in the context of social, cultural life style. Finally, for the company flagship stores can be a tool to construct a sustainable brand image and tool differentiation, and at the same time for the consumer they can create relationships through customers' experience in the space expressing brand identity and style. Also, flagship stores can be valued as a place offering emotional experiences of cultural consumption as well as product consumption when planned given the style suitable for brand image and strategies.

• Asia Marketing Journal
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• v.20 no.4
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• pp.65-94
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• 2019

The purpose of this study was to analyze the brand loyalty formation by positive labeling. Affecting such factors as involvement, self-image, community engagement, preference, and choice cutback, positive labeling can be seen as one of psychological factors that shapes consumer's behavior and their decision. This study was carried out because little research was done to examine the influence of positive labeling toward brand loyalty, and also to find out the benefits that consumers can get from being labeled in positive terms. Data were collected through survey questionnaire and 151 usable responses were used. Following a series of pretests and confirmatory factor analysis helped to purify measures and verify the psychometric properties of the scale. Structural equation modeling with AMOS was used for testing of research hypotheses. The result of data analysis demonstrated the positive relationship between labeling and brand loyalty, i.e. positive labeling indirectly leads to consumers' loyalty toward a brand. Findings revealed significant relationship between involvement and emotional attachment, as well as the relationship between community engagement and choice cutback. The results gave support for the hypothesis of moderating effect of buzz on the relationship between involvement and emotional attachment, even though the hypothesis of moderating effect of distinction was rejected. Taking Apple's rivalry strategy as initial point, this study highlights the role of labeling in creating social identity. The study attempts to show the positive consequences of labeling strategy for firms that seeks ways of good competition without engaging into conflicts.

• Culinary science and hospitality research
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• v.17 no.2
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• pp.51-73
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• 2011

Companies are required to invest in numerous intial marketing costs for establishing brand power, thus, many companies in the foodservice industry are increasing their budgets on communication to strengthen their own brand equity components such as brand recognition, brand royalty, perceived quality and associated image using mass media that has not been used before. For this study, 617 samples were analyzed by such analytic methods as a frequency analysis, cross-tabulation, a factor analysis and a reliability analysis for validity, and a confirmatory factory analysis, a model adequacy evaluation, and a path analysis using AMOS 17.0. The hypothesis verification by the AMOS analysis has revealed that all hypotheses positively influenced contract foodservice brands, and the brand recognition of a university contract foodservice company has an impact on sincerity and refinement. Therefore, positive brand image formation encourages strong brand establishment between a university contract foodservice business and customers, and this study strongly suggests continuous further studies about constructing a positive brand image.

• Journal of Distribution Science
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• v.15 no.3
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• pp.61-72
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• 2017

Purpose - The ICT development is affecting the consumer behaviors in selecting channel or distribution system. This study aims to advance the theory on the influence and interaction with omni-channel behaviors. Specifically, analyzing moderating variable is category knowledge that effect between propensity of brand loyalty and its precedence factor which is perceived difference, perceived value, authenticity and consumer-brand relationship. Research design, data, and methodology - The subject of this research is consumers who purchase goods in omni-channel situation. The hypothesis of this research is derived from the literature of the preceding research analysis on brand loyalty, omni-channel and consumer behaviors. This study have constructs that were defined operationally with reference to previous studies, and the research model was designed to figure out the structural relationship among perceived difference, perceived value, authenticity, consumer-brand relationship and brand loyalty. From 2016 Sept. 1 to Dec. 31, a questionnaire survey was performed targeting customers using omni-channel. 327 questionnaire survey had conducted. 316 survey data were used for empirical analysis except data that had missing and wrong value. AMOS(structural equation) was used to confirm the hypothesis which developed by researcher. Results - The results of this study are as follows. First, an authenticity has significant effect on brand loyalty. Second, in the omni-channel situation, but perceived differentiation, perceived value, consumer-brand relationship does not affect brand loyalty. According to this result, it is judged that it is easy to search for information in the situation of omni-channel and integrated decision making is done without distinction between channels. Third, category knowledge has moderating effect between brand loyalty and precedence factors. When the category knowledge level is low, preceding factors have a significant effect on brand loyalty. when the category knowledge level is high, the preceding factors did not have a significant effect on brand loyalty except the authenticity. Conclusions - This study finds out omni-channel's phenomenon is different from other distribution channel phenomenon. In the situation of omni-channel, it is suggested that brand loyalty may be relatively low for a certain brand because it raises the knowledge level of the category. Then this study provides a managerial implications based on the role of the moderate effect on category knowledge, brand loyalty and omni-channel.