• Smart Media Journal
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• v.12 no.11
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• pp.165-174
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• 2023

This study sought to identify the causal relationship between variables through empirical analysis between Chinese female consumers' beauty SNS marketing, brand image, and brand attitude. Through the results of this study, it was confirmed that a causal relationship exists between each variable. In particular, it was confirmed that interactivity, a sub-factor of beauty SNS marketing, is a key factor influencing the variables of brand image and brand attitude. In addition, accessibility, a sub-factor of beauty SNS marketing, is also an important factor affecting brand image and brand attitude. It was confirmed that vitality and informativeness are important factors influencing brand image and brand attitude in that order.

• Journal of Korea Society of Industrial Information Systems
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• v.25 no.4
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• pp.101-115
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• 2020

It is very important for companies to form a strong brand resonance to maximize profits, attract new customers, and prevent them from leaving existing customers. In this study, we examined the relationship between brand awareness factors and brand attachment leading to brand identity cognition, brand performance, and brand emotion, and verified how brand attachment plays a role in shaping brand resonance. As a result, it was confirmed that brand emotion among brand awareness factors is a key factor affecting brand attachment and forming brand resonance. In addition, if the perception of brand identity is established until the true brand resonance of consumers is established, they will experience the true value of the brand through differential performance on the brand, and further increase the emotional response of consumers. This led to deep solidarity with the brand and consumers through attachment to the brand, interacting with the brand and showing high brand empathy behavior.

• The Journal of Society for e-Business Studies
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• v.23 no.2
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• pp.49-65
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• 2018

The purpose of the research is to identify the effects of brand evidence, brand personality and negative factors on extended brand trust and customer purchase intention in IoT (Internet of Things) service. Negative factors include scarcity marketing and privacy concern. To achieve this objective, we analyzed the 269 respondents who had used Xiaomi products at least more than once. The results of this study are as follows: First, it was found that core service, self-image congruence of brand evidence and brand personality has a positive influence on extended brand trust. But, perceived price of brand evidence is not related to extended brand trust. Secondly, Scarcity marketing influenced extended brand trust. But, Privacy concern is not related to extended brand trust. Consumers did not realize privacy because of technological innovation of IoT. Thus, the research has a different significance from antecedent research.

• The Journal of Society for e-Business Studies
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• v.22 no.2
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• pp.79-98
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• 2017

Understanding the consumer-brand relationship in the IT market from the "emotional" or "love" perspective requires an urgent research effort to fully comprehend IT consumers beyond brand loyalty. This study introduces and attempts to empirically validate the concept and measurement of "Lovemarks," which capture the emotional relationship between consumers and IT brands, especially smartphone brands. Having a second-order confirmatory factor analysis for three different smartphone brands, this study extracted 18 final items with six constructs of mysteriousness, sensuality, intimacy, performance, trust, and reputation. The results indicate that the Lovemarks are psychometrically valid and reliably measure the emotional interaction of consumers and IT brands beyondbrand loyalty.

• Journal of the Korea Society of Computer and Information
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• v.27 no.8
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• pp.233-240
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• 2022

In this paper, we propose a marketing strategy for traditional markets that lays the foundation for regional economic development by developing traditional markets as regionally specialized tourism resources. This study conducted a survey of local residents and tourists, who are market users, and conducted a factor analysis to establish a market brand strategy using SPSS 25 and a reliability analysis to verify internal consistency. In addition, correlation analysis was performed to verify the significance to confirm the relevance. The analysis results of Anyang Central Market brand tourism products for traditional market marketing strategies are as follows. First, it is necessary to establish a brand identity that activates brand elements and brand criteria and brand positioning. Second, it is required to improve brand awareness, which can elicit brand awareness and brand information and brand memory. Third, it is necessary to improve the brand image that can increase brand association and brand loyalty. Fourth, it is necessary to make efforts to improve brand equity, which can improve brand value, brand concern, and brand life. By developing and proposing marketing policies for traditional markets by utilizing market brand strategies, it can be expected to revitalize traditional markets and local economies as specialized local tourism resources.

• Journal of Digital Convergence
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• v.15 no.12
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• pp.159-167
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• 2017

The purpose of this study is to examine the effects of brand identity of coffee specialty stores on customer 's brand trust of customers, brand attachment, revisit intention, and word of mouth intention. A survey was conducted and 342 copies were used in the analysis of the structural equation model. As a result of the study, the brand identity was proved to have a positive effect on brand trust. In addition, brand trust has a positive effect on brand attachment, indicating that it affects affection on the brand depending on the degree of trust on the brand. Brand attachment had a positive influence on revisit intention and positive influence on word of mouth intention. Therefore, the proper construction of brand identity is linked to the acquisition of fixed customers by linking with the intention of repurchase, and it affects the profit generation of brand, so the brand manager can confirm that proper establishment of brand identity and marketing strategy should be set up.

• Journal of Distribution Research
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• v.11 no.4
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• pp.71-96
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• 2006

A systematic brand value management starts from its measurement. Accordingly, a number of studies have proposed to measure the value of the brands. However, most of them deal with the brand value of the tangible products. Also, in many cases, such an effort did not bring long-lasting effects because either it ended up with an one-time measurement or it employed a different measurement method each time, thus hampering the comparability of the results and the accumulation of knowledge over time. So, this study has measured retail brand value index of the discount stores and the department stores of Korea every year between 2002 and 2004. And then it provides what they have found over that period. In addition this study examines the significant relationship between retail brand value components and the market performance.

• The Journal of the Korea Contents Association
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• v.8 no.2
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• pp.150-163
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• 2008

It is said that customers buy not products but brands embedded in their mind, so that they are used as a key tool of strong marketing strategy. The present paper is a study on service brand equity, on which much research has not been conducted. The purpose of the present study is to propose the way to manage service brand equity which is essential to gaining competitive superiority by examining the effect of the factors of marketing communication on it. The researcher presented a research model by inquiring into existing researches on marketing communication and service brand equity and set up a research hypothesis. Internet service was chosen as the subject of the study. The reason for this is that it is the most intangible and there is no difference in price and quality, so that it is actively being marketed. The present positive study verified the relation between the factors of marketing communication such as advertising, public relations, sales promotion, and word-of-mouth advertising and brand recognition, brand image, and brand loyalty. The results of the positive study are as follows. Advertising, sales promotion and word-of-mouth advertising had an effect on brand recognition. Public relations, sales promotion and word-of-mouth advertising had an effect on brand image. Brand image and brand recognition affected brand loyalty.

• Culinary science and hospitality research
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• v.16 no.5
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• pp.178-192
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• 2010

This research aimed to analyze the effects of brand equity has on satisfaction and brand loyalty of food service consumers in restaurants. For the empirical analysis, we used the self-administered method, using 250 copies of questionnaire in total. 235 copies(94%) was collected and we used the 223 copies(89%) for the analysis. For data processing, we used the statistical package program of SPSS WIN Version 12.0, conducting a frequency analysis, a reliability analysis and a factor analysis, and verifying hypotheses through a regression analysis. As the result of the research, for the hypothesis that "Brand equity(brand recognition, brand image, perceived quality, brand attitude) will have a significant effect on satisfaction," it showed that brand recognition, brand image and perceived quality have a significant effect on satisfaction, and for the hypothesis that "Satisfaction will have a significant effect on brand loyalty," it showed that satisfaction has a significant effect on brand loyalty. For the hypothesis that "Brand equity (brand recognition, brand image, perceived quality, brand attitude) will have a significant effect on brand loyalty," it showed that brand recognition, perceived quality and brand attitude have a significant effect on brand loyalty. To build a competitive brand of the food service industry on the basis of the results of this research, they will concentrate their energy on outlining strategies which can remind customers of their brands by managing their brands systematically and on strengthening their brand equity effectively.

• Journal of Industrial Convergence
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• v.16 no.4
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• pp.9-17
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• 2018

Chinese Time-honored Brand is a treasure of China's industry and commerce. It is built by several generations of people with sweat and has a very profound historical and cultural heritage. When it comes to time-honored brands, each brand is quite famous. However, with the rapid development of economic globalization and the huge change of marketing environment, the survival and development of the Chinese time-honored brand have been challenged and impacted. In order to explore the Chinese time-honored brand further, this article analyzes the existing problems of brand communication and puts forward the effective resolution strategies through elaborating the current situation of Chinese time-honored brand from the perspective of brand communication.