• Korean Journal of Community Nutrition
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• v.11 no.1
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• pp.116-123
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• 2006

The purposes of this study were to develop a tool for assessing internal branding performance and to identify the difference of internal branding performance between local and international hotels. The internal branding performance measure was developed through literature studies and face-to-face in-depth interviews with managers in various departments of 5 deluxe hotels. The questionnaires were distributed to 460 employees in food and beverage departments of 11 deluxe hotels in Seoul, and a total of 398 questionnaires were used for analysis ($86.5\%$). The statistical analyses were completed using SPSS Win (12.0) for descriptive analysis, reliability analysis and t-test, and AMOS (5.0) for confirmatory factor analysis. The results of this study showed that the measure developed in this study was reliable and valid for assessing internal branding performances of hotels. In addition, the internal branding performances of hotels were high at understanding of brand dimensions and relatively low at work and organizational culture and human resource management dimensions, and local hotels showed lower levels of performance than international hotels at the dimensions of work and organizational culture (t = -3.801, P < 0.001) and human resource management(t = -5.397, p < 0.001). In conclusion, it is considered that a strong internal branding strategy should be established for successful brand management, and the practical measure for internal branding performance would be a key factor.

• Journal of Distribution Science
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• v.17 no.1
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• pp.33-45
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• 2019

Purpose - The purpose of this study is to examine the extent to which internal brand communication (IBC) impacts on brand commitment (BC). Research design, data, and methodology - A structured questionnaire has been built and distributed on a total sample of 650 banking staff working in five public banks in Pakistan. Results - The findings of PLS-SEM revealed that besides the indirect effect of internal brand communication (IBC) on brand commitment via brand knowledge, the study also exposes a direct positive effect of IBC on brand commitment. This study also reveals that brand commitment is affected by brand knowledge and internal brand communication practices. The result of mediation reveals that brand knowledge partially mediated the relationship between independent and dependent variables. Practical implications- This study empirically validates that internal brand communication and brand knowledge are prerequisites for brand commitment. Therefore, managers, particularly in-service enterprises, should provide sufficient IBC practices and appropriate brand knowledge to enhance employees' brand commitment. Conclusions - The comprehensive analysis of the impact of brand knowledge on the proposed relationship. It further adds up to the branding literature, which is mostly qualitative and lacks empirical validation.

• Journal of the Korean Society for information Management
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• v.32 no.3
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• pp.237-260
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• 2015

This study attempts to investigate the perception of professionalism of librarians in public libraries and difference in that regard between librarians and library users in terms of branding and brand communication. To achieve this goal, a series of statistical analysis was conducted using a questionnaire survey of librarians in public libraries and library users. The results showed that brand communication between public librarians and library users is inactivated for each element. Therefore, they need external branding that relates to the public libraries and librarians characteristics in professionalism for library users and internal branding that relates to librarian's professionalism and the expertise of librarians so as to improve brand communication further.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.2
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• pp.181-193
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• 2020

The midst competition makes a brand all together with its offering products and services is becoming a crucial element for company existence. This requires direct involvement from internal organizational to develop effective strategic branding. According to Asosiasi Penyelenggara Internet Indonesia (APJII), Indonesia's internet penetration is among the highest in Asia. The purpose of this research is to improve the strategic role of brand orientation within Internet Service Provider (ISP) for maximizing return on the company's financial and non-financial benefits by proposing organization change readiness variable. The data collection is taken using an online survey with a non-parametric sampling method and collected 68 qualified respondents for data analysis using SEM-PLS (Structural Equation Modeling with Partial Least Square). The result indicates partial hypotheses on the constructed model between variables brand orientation, brand commitment, and internal brand equity is acceptable. Another finding is stated hypotheses on organization change readiness as moderation is not accepted and means there is no significance to the constructed model. The main conclusion resumes associative human memory can shape up organization change readiness inside internal toward then brand. Relevant cues generate information received in the human brain then will create common associative and becoming social identity on internal brand equity.

• Economic and Environmental Geology
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• v.47 no.6
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• pp.657-671
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• 2014

This study investigates the differences in the recognition of the brand factors of the Korea Institute of Geoscience and Mineral Resources (KIGAM) between the internal and external public. This study considers KIGAM's brand strategy among the various institutions contributing to the country's development. Through the analysis, this study provides strategic implications about science-related institutions as well as KIGAM. According to the results of the brand factors in various dimensions, differences in the recognition between the internal and external public were found to be evident. The results reveal that the internal public shows more positive attitude than the external public on the variables that affect KIGAM's branding strategies.

• Journal of Distribution Science
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• v.16 no.4
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• pp.75-82
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• 2018

Purpose - As the role of salespersons in retail stores has expanded from selling products to sharing brand experiences with customers, the importance of research on the effects of salesperson-brand relationships has grown. The purpose of this research is to investigate the influences of salespersons' brand identification on conceptual fluency and customers' service and brand evaluations. It was supposed that salespersons' brand identification is affected by brand knowledge, which is a core dimension of internal branding. Research design, data, and methodology - The author developed a structural model in which salespersons' brand knowledge influences brand identification, hence customers' perception of salesperson-brand image congruence. And it is hypothesized that salesperson-brand image congruence influences conceptual fluency which affects customers' satisfaction and brand evaluation. Data were collected from five department stores in Seoul. Results - First, salespersons' brand knowledge was found to have a significant effect on brand identification. The more a salesperson knows about the affiliated brand, the higher her level of brand identification. Second, salespersons' brand identification influenced salesperson-brand image congruence. Third, salesperson-brand image congruence had a significant effect on brand conceptual fluency. Customers who perceive salesperson-brand image congruent are more likely to process information easily. Finally, conceptual fluency was found to be a significant determinant of store loyalty and brand value evaluation. Conclusions - The results of this study verify importance of salesperson's brand identification on customers' service and brand evaluations. To enhance salespersons' brand identification, retailers should emphasize the importance of internal branding and communication, especially by sharing brand vision, values, and identity with employees at customer contact points. Also, as brand conceptual fluency is a significant determinant of customer responses, retailers need to deliver consistent messages through various components of store environments, including salespersons' attitudes, appearances, and manners, as well as physical store design. With a deeper understanding of the effects of salesperson-brand relationship and brand conceptual fluency, retailers will be able to create more effective brand strategies to enhance their performances. Future studies should consider data from various retail types, such as discount stores, to generalize the findings.

• Cross-Cultural Studies
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• v.43
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• pp.289-326
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• 2016

The strategy of "soft power" in the foreign and internal policies of modern Russia is one of the important factors in the implementation of public policies, and the influence of soft power is increasingly becoming stronger and gaining new forms and methods of implementation. The Russian government exerts efforts to form a positive image of Russia in the international arena, in order to strengthen the country's competitiveness, based on active use of "soft power." Currently, Russian cultural policy is developing in two main directions. In the internal policy sphere, the Russian government emphasizes national unity and civic solidarity, and fosters a sense of patriotism and national pride. In the sphere of foreign policy, the Russian government is attempting to regain its status as a great power and to create a new image of Russia that is different from that of the former Soviet Russia. In this article, we examine and analyze various aspects of the hidden political mechanisms involved in mega-sporting events, in particular the Sochi Olympics, from the viewpoint of Russian internal and foreign policy. We address the major functions of mega-sporting events and their influence in the political realm. The political impact of mega-sports projects can even compensate for economic losses incurred during the preparation and hosting of the Olympic games. In this respect, we can define mega-sporting events as one of the main components of soft power; such events reflect the basic directions of internal and foreign policy in post-Soviet Russia, which are to form and promote an image of Russia using national branding. In order to fairly and objectively analyze the recognition and perception held by Russians of the significance of mega-sporting events, in this work, we carefully studied the results of various surveys conducted by the Russian research organization VCIOM (Russian Public Opinion Research Center) before and after Russia hosted the Winter Olympic games in Sochi (2014) and the Summer Olympic games in Kazan (2013). Furthermore, on the basis of the ranking of national brands by Simon Anholt (Anholt Nation Brands Index - NBI), and on the basis of the ranking of 100 national brands conducted by the British consulting company "Brand Finance" (Brand Finance Nation Brands 100), we minutely trace the development and qualitative change in Russia's image and the role of the mega-sporting projects. This article also examines the Kremlin's internal and foreign policies that were successfully carried out in practical terms. This study contributes to the understanding of the value of mega-sporting events from the point of view of cultural policy of the current ruling party of Russia. This standpoint allows us to outline the main directions of Russian cultural policy and to suggest perspectives on the branding strategy of modern Russia, including strategies related to consolidating Russia's position in the international arena.

• Journal of Distribution Science
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• v.15 no.12
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• pp.95-102
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• 2017

Purpose - This study aims to develop diagnostic indices for managerial performance of agro-food distribution corporations. In particular, weights of diagnostic indices were estimated using the AHP method. Management diagnosis on agro-food distribution corporations is expected to increase their competitiveness in the domestic market as well as in international markets. Research design, data, and methodology - It develops weights or importance of the diagnostic indices based upon the survey of 21 experts in food distribution management. The survey was carried out using e-mail. Management diagnostic indices were developed based upon four BSC(Balanced Scorecard) perspectives of finance, learning/growth/leadership, customer, and internal process/technology. Results - Diagnostic indices on financial perspective consist on profitability, productivity, growth, stability and activity. Learning and leadership perspective indices consist of management will, CEO leadership, level of learning, innovation, and level of management information system. Customer perspective indices are branding, customer and channel management and internal process/technology indices consist of fourteen sub-indices representing technologies, efficiency, and dynamics. It was estimated that the weight of financial perspective index was 0.3, internal process/technology perspective index 0.248, customer category index 0.247, and learning, growth and leadership perspective index 0.205. This study also estimates weights of sub-indices for managerial diagnosis by four different perspectives. Estimated weight of profitability (0.085) is the greatest among financial perspective indices, followed by stability (0.072), growth (0.053), productivity (0.051), and activity (0.038). While estimated weights of leadership, capability, and information indices are 0.100, 0.061, and 0.044 respectively, weights of marketing, customer management, and quality and service indices are 0.104, 0.093, and 0.051, respectively. Among internal process/technology perspective, estimated weights of efficiency, technology, and innovation indices are 0.106, 0.088, and 0.054, respectively. Conclusions - The diagnostic indices for managerial performance of agro-food distribution corporations would be utilized by agro-food distribution corporations themselves, extension service institutions, and consultants. It is also expected that central and local governments use diagnostic indices developed in this study for the purpose of evaluating the effects of governmental support programs for agro-food distribution corporations. Futhermore researchers and consultants would modify diagnostic indices developed in this study, reflecting characteristics and situation of types of agro-food distribution corporations.

• Journal of the Korean Society of Costume
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• v.62 no.4
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• pp.58-68
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• 2012

Personal image concerns a person's talent, expertise, as well as the internal and external image. It is a core value that differentiates one individual from another. As personal branding via personal image management has become more important, there is a fast-growing number of online systems that provide self-test programs to analyze one's style and habits and also provide expert advice for not only styles but lifestyles as well. This study develops a systematic and objective personal image consulting system and offers basic information for the research of personal image making. For that purpose, the study attempts to examine the present state of global companies that use online image consulting programs and analyze their digital content. The results are as follows: 1) two domestic companies, Colorz and Atzine, and seven foreign companies, notably Covet and Boutique, were brisk in business; 2) two types of personal image-diagnosis programs - Visual search and Virtual matching - are now in operation; and 3) mobile applications exist as an evolved personal image-diagnosis program. With an increased interest in such programs, various companies at home and abroad are establishing systematic and scientific analysis systems, which are needed for personal image-making online. Under these circumstances, domestic companies are also urged to enhance levels of image-diagnosis content and actual commercialization and utilization, to develop programs that enable objectified, systematic personal image-making. To this end, the results of this study may serve as a helpful tool to consider future directions.

• Journal of the Korean Institute of Landscape Architecture
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• v.35 no.4
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• pp.81-89
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• 2007

Urban landscape represents a city's internal identity as well as external form. Therefore, urban landscape and image planning has to involve marketing strategies to deliver the economic growth and regional revitalization through recreating the environmental and cultural value of the city. This study intends to develop practical city image management programs as city marketing tools which consider opinions of local authorities, related experts, and residents. To achieve this purpose conjoint analysis was applied on three components which symbolically reflects features of assets and resources in Anseong. This study can be summarized as follows: 1. The first consideration for Lake Geumgwang is to develop farm experience Programs on waterside fields. 2. The rot consideration for Bauduki Festival is to make efforts for public relations(PR) to be able to merchandise festival-related goods and develop unique products. 3. The first consideration for Anseong Grapes is to build leisure-oriented theme parks for local farm products. This study is meaningful to develop the efficient and quantitative management method of city image for marketing. The integrated approach to the management programs to reflect opinions of local policies, experts and citizens is expected to become a useful foundation in studying city images and marketing.