• 대한지역사회영양학회지
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• 제11권1호
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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.

• 유통과학연구
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• 제17권1호
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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.

• 정보관리학회지
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• 제32권3호
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• pp.237-260
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• 2015

본 연구는 공공도서관 사서의 전문직성에 대한 공공도서관 사서와 도서관 이용대상자 간의 인식 차이 및 실태를 브랜딩 및 브랜드 커뮤니케이션 관점에서 파악하는 것을 목적으로 한다. 이를 위해 본 연구에서는 공공도서관 사서와 도서관 이용대상자를 대상으로 설문조사를 통한 통계적 분석을 실시하였다. 분석 결과, 공공도서관 및 공공도서관 사서 전문직 특성, 전문직으로서의 공공도서관 사서 각각의 브랜드에 대해 공공도서관 사서와 도서관 이용대상자 간의 브랜드 커뮤니케이션은 활발하지 않은 것으로 판단된다. 따라서 브랜드 커뮤니케이션의 개선을 위해 도서관 이용대상자를 대상으로 한 공공도서관 및 사서의 직업윤리, 사회적 사명감, 개인적 신념 특성 보유와 관련된 외부 브랜딩과 사서를 대상으로 한 전문직으로 서의 사서 및 업무 몰입도, 전문성 특성 보유와 관련된 내부 브랜딩의 필요성을 제안하였다.

• The Journal of Asian Finance, Economics and Business
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• 제7권2호
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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.

• 자원환경지질
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• 제47권6호
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• pp.657-671
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• 2014

본 연구는 지질자원연구원의 브랜드 요인에 대해 내부 공중과 외부 공중의 인식 차이를 살펴보는 것이다. 국가 발전에 기여하는 다양한 기관들 중 본 연구는 지질자원연구원을 중심으로 브랜드화 전략에 대해 고찰하였다. 이러한 분석을 통해 지질자원연구원뿐만 아니라 과학 관련 기관들의 브랜드화 전략에 전략적 시사점을 제공하고자 했다. 다양한 차원의 브랜드 요인에 대해 분석한 결과, 내부 공중인 전문가 집단과 외부 공중인 비전문가 집단 사이의 인식차이가 뚜렷하게 나타나고 있음을 알 수 있었다. 전반적으로 지질자원연구원의 브랜드화 전략에 영향을 미치는 다양한 변수들에 대한 반응에서 내부 공중이 외부 공중보다 좀 더 긍정적임을 알 수 있었다.

• 유통과학연구
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• 제16권4호
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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.

• 비교문화연구
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• 제43권
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• pp.289-326
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• 2016

현대 러시아의 대내외정책 차원에서 '소프트 파워' 전략은 국가정책 실현을 위한 중요한 동인 중 하나로, 새로운 형태와 실현 방식을 모색해 나가면서 더욱 강화되는 추세이다. 이와 관련하여 러시아 정부는 '소프트 파워'의 적극적 활용에 기대어, 국제 무대에서 러시아의 긍정적 이미지 형성과 국가경쟁력 강화에 총력을 기울이고 있다. 러시아의 문화정책 역시 크게 두 가지 방향을 중심으로 전개되고 있는 양상이다. 현재 푸틴 대통령을 중심으로 구성된 크렘린 권력 수뇌부는 대내적으로 '애국심', '문화적 자긍심'을 바탕으로 단합과 단결을 추구하고, 대외적으로는 '강한 러시아'의 위상을 회복시킴과 동시에 과거 소비에트와 차별화 된 '새로운 러시아'의 이미지를 구축하기 위해 동분서주하는 양상이다. 이 과정에서 러시아는 '메가 스포츠이벤트'라는 핫 이슈를 효과적으로 활용하여 이러한 대내/대외 정책 노선을 더욱 강화시켜 나가고 있다. 이에 본 글에서는 러시아 소치 올림픽을 중심으로 메가 스포츠이벤트에 은닉된 정치적 메커니즘을 러시아 대내/대외 문화정책 차원에서 분석해본다. 동시에 '메가 스포츠이벤트' 개최 그 이후의 행보를 추적해봄으로써 단기적으로 불가피하게 발생되는 경제적 손실을 충분히 보상하고, 국가 브랜딩 기법을 통한 러시아의 국가 이미지 구축 및 전파전략에 상응하며, 동시에 러시아의 대내/대외 문화정책을 만족시키는 훌륭한 '소프트 파워'의 일환으로서 메가 스포츠이벤트의 주요 기능 및 정치적 차원에서 발휘되는 영향력을 짚어본다. 또한 메가 스포츠이벤트 효과에 대한 자국민의 인식을 객관적으로 가늠해보기 위해 2014년 소치 올림픽 대회 전후로 '전러시아 여론정보센터(ВЦИОМ)'에서 실시한 다양한 설문조사 결과를 분석, 적용해 본다. 동시에 앤홀트의 '국가브랜드 지수(NBI)' 및 영국의 '브랜드 파이낸스(Brand Finance)'에서 실시한 국가 브랜드 평가 지표에 기초하여 메가 스포츠이벤트 개최를 계기로 러시아의 대외 이미지가 어떻게 변화되었는지 살펴보고, 실제 크렘린에서 추구하고자 했던 대내외 정책 노선이 현실 차원에서 어느 정도까지 그 성과를 이룩했는지 추적해본다. 이러한 일련의 과정을 통해 메가 스포츠이벤트가 현 러시아 정부의 문화 정책적 관점에서 지니는 의의를 규명하고, 러시아 문화정책 기본 방향에 관한 지형도를 그려보는 동시에, 세계무대에서 러시아의 위상과 국가이미지 개선을 위한 정책 및 전략의 향방을 가늠해 볼 수 있을 것이다.

• 유통과학연구
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• 제15권12호
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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.

• 복식
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• 제62권4호
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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.

• 한국조경학회지
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• 제35권4호
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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.