• 디지털산업정보학회논문지
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• 제10권2호
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• pp.143-156
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• 2014

Comprehensive programming channels are based on recognition of the parent company, their parent newspaper has increased brand awareness. In this paper, the comprehensive channels to look at the structure of the channel brand architecture, a certain brand of newspapers and comprehensive channels have a effect on the formation of the image of the channel according to the future of the brand extension strategy for MPP. Referring to the brand architecture, which reveals the structural system of the brand, it is argued that TV Chosun and MBN take the integrated corporate brand strategy, while JTBC tries to mix and balance the brands of the parent corporation and its own independent one. Exceptionally, Channel A doesn't take a name of its parent corporation 'Dong-A'. It is argued that the comprehensive programming channels utilize and take the parent corporate brand, mixed brand, and independent brand in accordance with circumstances of their own parent corporates. Their parent brand of comprehensive channels give viewers a positive image and awareness of comprehensive channel brand. while building its own channel images, TV Chosun and Channel A Conservative extension of a certain brand marketers to be bound by the channel's image. Brand extension of comprehensive channels is to have the strength of their entry into the genre that is most likely higher.

• 한국주거학회논문집
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• 제20권4호
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• pp.59-68
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• 2009

A well-managed brand name (eg., Xi, the #, and I-Park) becomes brand equity. Brand equity affects the name value of brand in question and revenues. Elaborated researches regarding causes and effects forming brand equity, however, are hardly found. This research aims at: (1) examining the relationships among antecedents of apartment brand equity, brand equity components, and brand preference; and (2) proposing marketing strategies for strengthening apartment brand equity. The research method utilized is a survey. The research procedure consists of four steps as follows: (1) literature review; (2) hypotheses construction regarding antecedents and consequences of apartment brand equity; (3) measurement of apartment brand equity; and (4) covariance structure analysis of relationships between antecedents and consequences. This study found following positive relationships. First, the corporate image and apartment advertisement have a positive influence on brand-name recognition/image and perceived quality, consisting of apartment brand equity. Second, brandname recognition/image, perceived quality, and brand-name preference, consisting of apartment brand equity, have a positive influence on a brand affinity. Thus it is concluded that apartment brand equity is strengthened by means of: (1) the distinction of major factors, forming brand equity and enforcing it; and (2) the establishment and implementation of integrated marketing communication (IMC) strategies.

• 농촌계획
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• 제19권4호
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• pp.95-104
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• 2013

This study developed three indices for evaluating regional brand value, i.e. awareness index, experience index, and attractiveness index. We used an AHP approach to estimate these indices for 151 rural regions (151 administrative jurisdictions in Korea). Our estimation results show that regional brand index varies considerably across regions by the individual characteristics of interviewee. First, the value of regional brand of local jurisdiction is higher than that of more integrated administrative jurisdiction. Second, the brand value of Gangwon and Jeolla region is higher than that of other regions. Third, the interviewees with school children in the age of 40-50 are likely to have higher regional brand value. The estimation results also show a need for different strategies to develop and improve regional brand.

• The Journal of Asian Finance, Economics and Business
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• 제7권8호
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• pp.371-381
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• 2020

The objectives of this study are (1) to review previous studies in the context of brand management in consumer behaviors using costumer based brand equity (CBBE) and theory of planned behavior (TPB) as the basic foundation of the study; and (2) to develop a comprehensive research model by integrating relevant research constructs using meta-analysis. This study reviewed a total 173 studies from 58 published papers with 40 journals during 1991~2014 and developed a comprehensive framework with 16 research hypotheses. The results showed that (1) brand image, brand personality, brand association, and subjective norm are the important antecedents of brand attitudes; (2) brand awareness, brand trust, perceived quality, and perceived behavioral control are the important antecedents of brand loyalty; (3) brand attitude positively influences brand loyalty, which further influences brand equity; and (4) brand equity positively influences behavioral intention. This study fills in the research gap by integrating more research variables into CBBE model, particularly to include the influence of social context on consumer behavior through TPB. These results indicated that the integration between CBBE and TPB is meaningful and the comprehensive model can explain more variances than that of the individual model. Limitations, and recommendations for future research in this area are provided.

• 한국유통학회지:유통연구
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• 제4권2호
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• pp.59-74
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• 1999

Private brands play an important role in formulating the marketing strategies of fashion goods. Merchandisers of Korean department stores are now realizing that the effective marketing of private brands can increase customers store loyalty as well as store profitability. Thus, it is important to better understand customer's decision making processes underlying the purchase of private brand apparels. However, Little research had been undertaken to examine integrated factors influencing purchases of private brand apparel. Therefore, the objective of this study is to propose a model of purchasing intentions of private brand apparel. This study pays attention to (1) perceived value, (2) familarity, (3) store image, (4) differenciated needs, (5) perceived risk, and (6) perceived quality variation of private brand. The proposed model supports all hypotheses presented in the paper. Purchase intentions of private brand increased as perceived money, familiarity, positive store image of private brands, and satisfaction of individuals differentiated needs increase. Furthermore, perceive value of private brand increased as perceived risk and quality variation of private brand increased.

• 한국실내디자인학회:학술대회논문집
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• 한국실내디자인학회 2005년도 춘계학술발표대회 논문집
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• pp.110-115
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• 2005

Show window display is a technique of arranging goods for sales promotion, namely, motivating and inducing customers to purchase products. It is not simply exhibiting articles but a technical expression of values retained in exhibited articles and an integrated visual art comprehending color, lighting effect, the customers' angle of vision, differentiation from neighboring stores, harmony with properties, assistive roles of relevant goods, and entire messages provided by these elements. Show window display plays the role of a medium that expresses brand images and attracts consumers. Through the medium, the company's brand image is recognized and the recognition determines the trend of brand sales. Brand images planted to consumers seldom change, and wrong recognition affects not only the brand image but also the company image. The present study purposed to suggest show window display employing brand images different from traditional show window display, to examine the effects of brand images on consumers' intention to purchase, and to propose display design.

• 한국IT서비스학회지
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• 제15권3호
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• pp.127-145
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• 2016

This paper aims to investigate empirically how brand trust can be formed from the customer-brand relationship through a direct use of firm's SNS in B2B context. The brand trust is fundamental elements to understanding of long-term relationship in a B2B context. To achieve the objectives of this study, data collection is through a personally administered questionnaire, and a total of 180 questionnaires was collected from the buyer or supplier who frequently visited partner's firm SNS. Excluding missing data, 120 usable data were analyzed. From the results, first, three SNS motivations (i.e. Information, social and entertainment) has a positive impact on the perceived value of SNS (i.e. perceived usefulness and perceived enjoyment). Second, the perceived usefulness and perceived enjoyment positively affect customer-brand relationship (brand intimacy, brand attachment). Third, the customer-brand relationship is positively related to brand trust. Implications, limitations and future research directions of the study were also discussed. These findings help managers in developing and implementing the relation between SNS use and a customer-brand relationship for long-term relationship in B2B.

• 유통과학연구
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• 제17권1호
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• pp.73-87
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• 2019

Purpose - This research aims to investigate the effects that the selection of oriental medicine cosmetics and brand asset attributes have on consumers' economic, emotional and social values in order to shed light on the forms and characteristics of consumption within the globally developing oriental medicine cosmetics market, and in the end positively verify how such perceived values affect purchase intention. In addition, it proposes research outcomes by comparing the differences between national and cultural consumer purchase behavior based on the comparisons of consumer groups in South Korea and China, the major markets for oriental medicine cosmetics. Research design, data, and methodology - Based on advanced research a total of 9 hypotheses were designed and questionnaires consisting of 16 questions to identify six major variables were conducted. Research was carried out centered on Seoul, South Korea, and its surrounding metropolitan area as well as Beijing and Shanghai, China, and a total of 577 sets of significant data were collected. A comparison analysis was then conducted on the data from 285 Koreans and 292 Chinese. A regression analysis and path analysis were also carried out based on a structural equation model to suggest results. Results - Research results show brand value assets had a more crucial impact on consumers' perceived value than consumer selection of oriental medicine cosmetics, while emotional value had a bigger effect on purchase intension than social or economic values. For Chinese consumers in particular, social, economic and emotional values affected purchase intention, while emotional value was the most crucial factor for Korean consumers. Conclusions - With oriental medicine cosmetics, brand characteristics and images that helped express emotional desire proved to be more effective in marketing than the performance aspect of cosmetics, including their functions and ingredients. In the end, products that highlight individual desire and emotion should be introduced instead of those that emphasize price, functions and social characteristics in order to expand the global market of oriental medicine cosmetics.

• 산업융합연구
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• 제2권1호
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• pp.159-186
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• 2004

One of the biggest change in the distributive market recently is that the development of private brand is progress actively since consumers purchasing behavior is tend to shift to resonable and practical planned purchase from brand image or brand name. Once the development of private brands is done successfully, the independent merchandising distinguished from other distribution companies is established, store image through customer satisfaction is strengthen and volume of sales and profit are increased. However, the existing studies in this field have not dealt with this matter systematically. Therefore, the purpose of this study is to propose an integrated framework within which to view private brand proneness. Factors found to influence private brand proneness included perceived cost, with private brand, perceived value for money, store fame, perceived risk, perceived quality variation between national and private brand products. Foe empirical analysis, the data were collected from 211 consumers who purchased the private brands in discount store and department store. With the collected survey data, reliability test, factor analysis for validity test and regression analysis for hypotheses test were conducted. Most hypotheses were accepted but on hypotheses were rejected negative relation of perceived cost and private brand proneness. Research results indicate that private brand proneness is affected by perceived value, perceived fame and there are negative relation between private brand proneness and perceived quality variation.

• 동아시아경상학회지
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• 제11권3호
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• pp.47-58
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• 2023

Purpose - This study investigates which product characteristics influence customers' purchase intention for brand extension products of the fashion brands. Furthermore, this study suggests brand awareness as a moderator which strengthens the positive effects of the product characteristics on the consumers' purchase intention towards brand extension products of the fashion brands. Research design, data, and methodology - Two hundred and twenty-three Chinese consumers were randomly solicited to participate in this study. Email, website (www.wenjuanxing.com), social media (WeChat) were utilized to conduct the survey and collect data. Result - The findings obtained through hierarchical regression analysis indicate that product uniqueness, product scarcity and product popularity have significant effects on purchase intention for brand extension products of the fashion brands. In addition, brand awareness moderates the relationship between product characteristics (uniqueness and scarcity) and purchase intention positively. Conclusion -The results indicate that brand extension products of the fashion brands could attract more consumers by focusing on designing unique products and using limited release and celebrity publicity strategy. Additionally, the present research posits the crucial significance of brand awareness, thereby making a noteworthy contribution to the integrated marketing approach for fashion brand marketers.