• The Research Journal of the Costume Culture
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• v.10 no.5
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• pp.493-503
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• 2002

This study examined consumer characteristics and consumers' clothing purchase behavior for each of the four fashion brand types. The ultimate purpose of this study is to suggest the most effective marketing strategy for competitive advantage in fashion brand strategy. The subjects selected for the final analysis are 412 women of age 20 thru 34 in Seoul and areas. The data were analyzed using frequency, percentage, factor analysis, chi-square test, ANOVA, duncan test. The results of our study indicate that it is possible to meaningfully describe and contrast four brand types based on consumer's characteristics and purchase behavior. 1. The clothing brand is classified into four types : Designer brand 10.9%, National brand 27.2%, Middle-price brand 36.2%, Low-price brand 25.7%. 2. There are significant diferences according to four brand types in the demographic traits such as age education and income the average monthly spending on clothing. 3. There are an important discrimination according to tow brand types in their clothing purchase behavior such as information usage, clothing choice criterion and brand choice motivation. 4. Based on the result of this analysis and the review of literature, the brand strategy is suggested that characteristic and products development is efficient way to each brand consumers' purchase need. Therefore each brand which pursue an added value must frame marketing strategy on the basis of the target consumers' sensitivity characteristic according to the fashion consciousness.

• Journal of Distribution Science
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• v.13 no.7
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• pp.5-10
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• 2015

Purpose - Gen Y college students have emerged as a profitable consumer segment because of their growing purchasing power and influence on others' buying decisions. Digital marketing is deemed effective in increasing Gen Y college students' knowledge of and interest in products and services. This research examined the effect of digital marketing on Gen Y college students'perceptions, attitudes and purchase intentions toward cotton clothing compared to that of conventional print marketing and no marketing. Research design, Date and Methodology -Data were collected from three different groups of college students from a large university in the U.S.: the group with no cotton marketing, those with print media marketing, and those with digital marketing. Result - The findings confirmed that college students who were exposed to cotton digital marketing displayed the highest level of agreement on the benefits of cotton clothing. They also exhibited the most favorable attitudes and strongest purchase intentions toward cotton clothing. Conclusions - To target Gen Y consumers effectively, marketers should consider a digital marketing strategy to promote their products and services.

• International Commerce and Information Review
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• v.10 no.4
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• pp.251-275
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• 2008

South Korea has spend billions planing for entertainment contents development, exporting contents, developing strategies for overseas marketing. But one piece of the plan may be missing: The ability of corporations to continue to provide vital services. Over the years, a number of studies have examined korean waves and have reached the same conclusion: starting a activity without reasonable strategies tends to have effects on merchandising, income, image, etc. For the purpose of analysis, this study has adopted SWOT matrix, Japan's market, for instance, is mixed by variation factors-opportunities, threats, strengths, weakness. Fortunately, Because Japan's market, the most world's cultural contents, has an environmental condition of advanced level, If Our en-contents have a high level, through localization and strategic alliance, the marketing strategies for japan' market will do a good chance of success.

• Asia Marketing Journal
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• v.12 no.1
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• pp.81-101
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• 2010

Lotte Shopping Co. started its business from Lotte Department Store. From the beginning, Lotte Shopping Co. opened the largest department store and, since then, has expanded its business size through the processes of active developments of its own stores and merges and acquisitions of other companies. Currently, it operates a variety of retail shops such as department stores, discount stores, movies theaters, shopping malls, and supermarkets along with a TV home-shopping station and an online shopping mall. Lotte group, a business conglomerate Lotte Shopping belongs to, has an objective of becoming TOP 10 business group in Asia by 2018. Lotte group declared its vision statements in 2009 and has spent its effort to accomplish the goal. Lotte Shopping is implementing the group-level growth strategy through merges and acquisitions and diverse marketing programs. We will briefly investigate the current situation of Lotte Shopping and will then analyze its 1) entertainment shopping center and multi-channel strategy, 2) global market entry, and 3) education system.

• Journal of Industrial Convergence
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• v.17 no.3
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• pp.17-22
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• 2019

As the value of big data is recognized as important, it is possible to advance decision making by effectively introducing and improving the development and utilization of JAVA and R programs that can analyze vast amounts of existing and unstructured data to governments, public institutions and private businesses. In this study, news data was collated and analyzed through text mining techniques in order to establish marketing strategies based on consumers' airline preferences. This research is meaningful in establishing marketing strategies based on analysis results by analyzing consumers' airline preferences using high-level big data utilization program techniques for data that were difficult to obtain in the past.

• Information Systems Review
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• v.11 no.3
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• pp.1-17
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• 2009

A growing percentage of internet users have maintained a personal website, blog, and the articles published by blog users play important roles to other users' purchasing decision as reliable information or knowledge. Therefore blog has been recently regarded as a promising marketing tool, for the brand image campaigns and sales management of companies. However, the effect is not easy to be verified when blog users recognize it to be negative the marketing activity utilizing blogs. Hence, the purpose of this paper is to identify the relationship between the customers' blog usage level and their response to blog marketing. To such purposes, this study is designed to survey the followings on office workers; Blog Quotient as a blog usage level of customers, response to blog marketing, the relation between Blog Quotient and demographic variables, and the relation between Blog Quotient and response to blog marketing. The results show that Blog Quotient has a significant relation with customers' response to blog advertisement and a company should consider the target customers' blog usage level to plan a blog marketing strategy.

• Asia Marketing Journal
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• v.14 no.4
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• pp.35-56
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• 2013

The era of globalization provides us with both opportunities and threats. The success of a multinational corporation depends largely on its ability to adapt itself to new market environment. We believe that understanding and implementing multicultural PR strategy can be a key to the multinational corporations' success in foreign markets. We argue in this paper that even a global iconic company such as Google needs to focus on how to understand local consumers' needs and preferences before formulating and implementing PR strategy. Having a global hit product or service is not sufficient enough to be successful in some foreign markets. It is especially more evident in the industries where companies deal with individual consumers, and perceptions and sentiments play a large role in their purchase decisions. The objective of this research is to find out the relationship between multicultural PR strategy and business performance. Therefore, our main hypothesis is; better implementation of multicultural PR strategy by a multinational corporation will result in higher performance in the foreign markets. To prove the relationship between multicultural PR strategy and performance, we designed a framework that uses Rudan's (2004) five rules for multicultural PR strategy. It is a contribution to the business academics as there are very few studies that directly focus on and analyze the multicultural aspects of a multinational company's PR strategy. Through our research, we found strong evidence that there is a positive relationship between the level and effectiveness of a company's multicultural PR strategy and its performance in the foreign markets. This offers some meaningful implications to the managers of the multinational corporations and those who are considering going into a foreign market for the first time. We also suggested a way of measuring the implementation of multicultural PR strategy. By applying five rules for multicultural PR strategy to Google's PR activities, it allowed us to convert qualitative information into quantitative data. This kind of tool can be helpful for multinational corporations that want to evaluate their own PR activities.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.8
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• pp.1180-1189
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• 2007

The purpose of this study is to search the level of localization strategy of imported brands in Korean Market, to investigate relationship between the brand characteristics and localization strategy, and to study the case about localization strategy of the brand selected according to the type of brand. The survey research was employed and for the data analysis, descriptive statistics, one-way ANOVA, and multiple-regression were used. For the case study, interview with the person who works in the each kind of company was used. The results of this study were as follows: Firstly, the level of localization strategy is found in order price, place, promotion and product. Secondly among the brand characteristics, type of brand, proportion of garments, price zone, launching time, number of shop are related with localization strategy, but turnover and number of the staff are not. Thirdly, license brand has the characteristics like as national brands and the differences between the branch and the agent is confidence and communication that are the basic elements of localization. This study can help national brands to refer the localization strategy and provide the understanding of localization strategy of imported brands in Korean fashion market.

• 한국디지털정책학회:학술대회논문집
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• 2005.11a
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• pp.323-335
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• 2005

Globalization of economy brings both opportunities and threats especially for companies in developing countries such as Korea. Globalization is an opportunity because it may expand the size of market for the company where globalization brings a threat for developing global competitiveness. If the company has already built competitive advantage in its business domain, the company can easily transfer market growth to profit improvement. However, if the company has not developed competitive advantage, globalization of economy will give a serious threat for the survivor of the company. The company might lose its own domestic market share. For the less famous brand of product or company name, international expansion is a challenging strategy. The study evaluated organizational performance of companies that try international expansion by utilizing Miles and Snow's strategy typology. We clustered organizations based on their strategy typology (prospector, analyzer, defender, and reactor) in view of the level of product diversification, new product development instances, level of localization, and autonomy of foreign subsidiary. With the strategy typology, we evaluated international strategy in view of product competitiveness, marketing strategy, human resource strategy, and organizational strategy. The regression result demonstrates that the performance of the company is significantly higher when the company employs prospector strategy. We also found out that product quality and emphasis for developed countries in international expansion are the most important factors for success.

• Journal of Distribution Science
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• v.15 no.9
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• pp.75-83
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• 2017

Purpose - This study aims to find ways to have CSR efforts lead to a purchase decision. For this purpose, this research examines the influence of the perceived CSR proximity on the purchase intention and studies the moderating role of psychological distance. Research design, data, and methodology - A total of 185 undergraduate students from a university in Korea were recruited and were randomly assigned to the conditions of a 2 (CSR proximity: close vs. far) × 2 (temporal distance: near vs. distant) × 2 (information type: concrete vs. abstract) between-subjects design. ANOVA was conducted to test the hypotheses. Results - When consumers construe a purchase decision at a high level via the far psychological distance, a firm's CSR efforts are considered important for the purchase decision. Conversely, when consumers construe a purchase decision at a low level via the near psychological distance, a firm's CSR efforts are not considered for the purchase decision. Conclusions - This research demonstrates that people have a greater intention to purchase products from a firm whose CSR proximity is perceived as being close rather than far. Furthermore, this study shows that the psychological distance moderates the effect of CSR proximity on the purchase intention.