• Journal of Digital Convergence
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• v.20 no.5
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• pp.61-68
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• 2022

This study examines the impact of consumers' subjective perception on the quality loyalty of the Internet of things, explores academic innovation schemes, and puts forward business strategies for on-site optimization of the industry. The research methods use online survey methods for Chinese consumers who have used or bought Xiaomi IoT products. The results show that the inherent attributes of Internet of things products have an impact on brand image, and brand image has an impact on customer loyalty. Brand image shows complete media effect in the relationship between hyper-connectivity and customer loyalty of Internet of things products. For the enterprises that develop the Internet of things, obtaining the perceived brand image has a very important strategic significance in expanding the loyal customer base.

• Proceedings of the Korea Society of Design Studies Conference
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• 2002.11b
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• pp.62-63
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• 2002

• International journal of advanced smart convergence
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• v.9 no.3
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• pp.272-283
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• 2020

Hashtags (#) have received a great deal of attention from academia and industry as an effective digital tool for engaging social media users and facilitating electronic word-of-mouth for brands. We delved into motivations concerning people's brand-related hashtag-posting behavior on social media. The findings revealed three motivations for posting brand-related hashtags on social media: social acceptance, brand altruism, and incentive seeking. Additionally, we examined the relationships between motivations and brand relationship variables. The results showed that social acceptance and brand-related altruism predicted all of the five relationship variables (i.e., brand attitude, brand trust, brand affective and calculative commitment and brand loyalty), while incentive-seeking predicted brand calculative commitment and brand loyalty. The findings of the study provide some meaningful insights into the development of brand communication strategies and help marketers capitalize on social media platforms to achieve higher user involvement.

• International journal of advanced smart convergence
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• v.11 no.4
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• pp.177-184
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• 2022

The purpose of this study is to provide implications by conducting research on brand benefits for skiwear brand customers. For this purpose, a structural equation model was established and empirical research was conducted by selecting brand convenience as a hygiene variable and brand emotion, brand satisfaction, and repurchase intention as endogenous variables. In order to analyze the general characteristics of the subjects, frequency analysis was conducted using SPSS 25 and Cronbach's alpha analysis was conducted using the same statistical program. Confirmatory factor analysis and path analysis were conducted using AMOS 21. In addition, the benefits of skiwear brand, which is an independent variable, were composed of two sub-dimensions, and psychological benefits rather than functional benefits were found to have a stronger impact on brand emotion, suggesting practical implications.

• Journal of Information Technology Services
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• v.13 no.3
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• pp.183-200
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• 2014

Online brand communities have become a major component of marketing strategy given that these communities encourage participation and share the culture of Web 2.0 core concepts to Internet users. This study investigated the effects of social capital and knowledge quality on the success of online brand communities. A research model suggests that trust among members and the identification derived from social capital theory and knowledge quality influence individual community participation; knowledge quality also influences brand trust. In turn, community participation and brand trust develop brand loyalty. The model was empirically analyzed using structural equation modeling with data from online brand community members in Korea. The results indicate that identification and knowledge quality significantly affects brand trust and brand loyalty through community participation. This study provides a basis for developing a success model for online brand communities. Also, this study identifies a new role of knowledge quality in an online brand community context.

• Journal of Korea Multimedia Society
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• v.6 no.3
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• pp.539-548
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• 2003

Recently, the reconsideration of the worth of Brand marketing asked marketers and designers alike to deal with the reappearance of Brand marketing on the web environment. The most significant changes are the appearing numerous Brand Sites and the efforts of Brand marketing on the internet. For this paper, I first study about the concept of Brand Sites, and then research the sites from various industrial fields which are selected as a leading Brand by consumers. Through this research, I inspect the realities of applying multimedia contents on domestic Brand web sites, and consider the effects they might have in the building of Brand Images on web sites. In Conclusion, I suggest that the design strategies for applying multimedia contents in the Brand Sites. The purpose of this study is for extending the design opportunities for multimedia contents in the internet. Furthermore, I am continuing my research through studying the interrelationship between Brand recognition and multimedia content usage that are appearing on Brand Sites.

• Journal of Wellbeing Management and Applied Psychology
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• v.5 no.2
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• pp.11-14
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• 2022

Purpose: The purpose of this study is to investigate the structural causal relationship between the SNS marketing attributes of luxury brands on brand awareness, brand involvement, and brand attachment. Research design, data and methodology: To this end, a survey was conducted on 427 users of large Internet communities and SNS. The results of the empirical analysis are summarized as follows. Results: First, among SNS marketing attributes, information, reliability, and update had a significant positive (+) influence on purchase intention. Second, among SNS marketing attributes, informativity, interaction, playability, and update had a significant positive (+) influence on brand recognition. Reliability, interaction, and update had a significant positive (+) effect on brand involvement. In addition, in brand attachment, playability and up-to-dateness had a significant positive (+) influence. Conclusions: Looking at the causal relationship between brand attitudes, there was a significant positive influence on brand involvement, and a significant positive influence on brand involvement, but the effect of brand awareness on brand attachment was not significant.

• Journal of the Korea Safety Management & Science
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• v.12 no.2
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• pp.139-146
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• 2010

The advent of Internet has greatly increased the ability of companies to conduct their business faster, more accurately, over a wider range of time and space, at reduced cost and with the ability to customize and personalize customer offerings. However it may be difficult for companies to sustain a long-run survival in competition environment of e-business. The purpose in this study is to analyze the relationship among site loyalty characteristics, customer's repurchasing intention and switching intention of internet shopping mall. The results showed that reputation variables of internet shopping mall only affected significantly e-loyalty. And the relationship among e-brand loyalty, customer's repurchasing intention and switching intention was significantly supported.

• International journal of advanced smart convergence
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• v.9 no.3
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• pp.215-220
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• 2020

The purpose of this study is to analyze the structural relationship among expectation value(relational, hedonistic), brand image, brand attitude, continuance viewing intention. The survey subjects to achieve the purpose of this study were selected the 521 YouTube sports contents Viewer in the metropolitan area. Data processing was done with SPSS 23 for frequency analysis, Cronbach's α analysis. Also, AMOS 21 was used for confirmatory factor analysis and structural equation model analysis. The results of the analysis are as follows: First, both relational value and,, hedonistic value had a positive effect on the brand image. Second, both relational value and,, hedonistic value had a positive effect on the brand attitude. Third, both brand image and brand attitudee had a positive effect on the brand attitude.

• Journal of the Korean Operations Research and Management Science Society
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• v.36 no.3
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• pp.1-26
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• 2011

As brand is increasingly important as a competitive source and information and communication technology based on Internet is rapidly advanced, many companies have paid attention to online brand community that is expected to help strengthen the customer's awareness on their products and services. This study suggests four factors-interaction, purpose, playfulness, reward-that facilitate online brand community commitment, and examines the effect of online brand community commitment on brand loyalty from the perspective of social identity theory. For this purpose, 243 sample data were collected from three online brand community sites and the proposed research model was empirically tested using LISREL 8.7 based on structural equation model. In conclusion, this study proposed theoretical and practical implications along with its limitations and future studies.