• Journal of Distribution Science
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• v.12 no.8
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• pp.17-29
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• 2014

Purpose - The use of corporate social activities to implement the concept of corporate social responsibility enhances brand equity and attitude, and strengthens economic competitiveness. In areas such as mobile communications, companies take the responsibility of protecting customers and enhance the quality of the mobile communication service, helping to make an effort to obey the regulations of the public trade order and fair trade agreement, enabling a healthy society through communication with elderly living alone or youths without parents, and enhancing marketing strategies. Research design, data, and methodology - To test the hypothesis, a survey was conducted. The surveyed population includes people who use the big three mobile communication services. The survey was conducted from October 4th to October 14th, 2013. A total of 500 survey questionnaires were circulated and 483 were collected; out of these, 32 were excluded due to missing or incomprehensible information. The data was analyzed with SPSS 18.0 via frequency analysis, trust analysis, search factor analysis, relationship analysis, confirmation factor analysis using AMOS 18.0, and structural equation model analysis. Results - Research on corporate social responsibility has been frequently conducted recently. Companies are perceived as social constituents satisfying the social desires of people in addition to customer needs. Further, companies are returning profits to society to satisfy community needs, because there is greater emphasis on the social responsibilities of companies. Companies' social responsibilities should include marketing strategies and the identification of customer needs. This study shows that social service activities influence brand value, which influences customer attitudes; therefore, social service activities indirectly influence customer attitudes. In order to increase customers' purchasing intention, it is essential to improve brand image via social services and provide a distinctive quality of service. Conclusions - This research has used the purposive selection method in the empirical analysis to identify the effect of social services on brand value and customer attitude. Therefore, this study revealed that businesses, whose ultimate objective is to improve customers' purchasing intention, should promote their brand equity through corporate social responsibility activities and offer a distinct service quality. Limitations in the progress of research were found and future indications to overcome these limitations are suggested as follows. First, survey responders had a limited understanding of social responsibilities; therefore, this concept needs to be explained to people first. Second, the research was done on people who live in Daejeon; thus, it is not representative of the entire country. The research has to be repeated with people in other cities. Third, there is a limitation in the study because the purposive selection method was used on Daejeon customers. In the future, a more precise selection of the population is needed. Fourth, Daejeon has unique geographical and size characteristics. Thus, customers in Seoul and other areas may display different characteristics and research on them may reveal different findings. Therefore, again, this study has to be repeated in other areas.

• Journal of the Korean Society of Costume
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• v.50 no.7
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• pp.181-193
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• 2000

The purpose of this study was to establish the marketing strategy, that strengthens the brand royalty of their own in apparel industry and that can induce consumer's brand switching against competitive brand. This might be done by suggesting influencing factors on the brand switching for fashion goods. This study was classified into theoretical and experimental study Experimental study was done, using the survey to prove the models for consumers' responses to brand switching by the theoretical study. The survey was conducted through two preliminary questionnaires. It was used as a criterion to prove the validity of the main survey and analyse the reliability. It analyzed at last five hundred ninety-two women in the age of twenty to thirty years odd who live in Seoul and the suburban of Seoul. Followings are the summary of the results revealed through the experimental study. First, brand switching behavior of consumers far formal dress was attributed to two extremes the inner motivation of variety seeking tendency and communication contact, complex variety seeking group, true variety seeking group, derived variety seeking group, and variety avoiding group. Second, the structure of low dimension related fashion according to factor analysis, which affects brand switching, was composed to involvement in 5-dimension, information search in 3-dimension. Based on the results of this study the types of brand switching in fashion goods can be classified by the variety seeking tendency. as inner motivation, and level of contact communication as a outside stimuli. In addition this study showed a correlation among the factors for brand switching related to variables of fashion.

• International Journal of Advanced Culture Technology
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• v.11 no.2
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• pp.152-161
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• 2023

Modern people live a life connected with the real world and the virtual world by relying on the new media of enterprises and social consumption led by innovative technologies. In this environment, virtual influencers actively communicate with consumers and build relationships through social media, which is a new marketing tool that has attracted widespread attention. From a business perspective, it is necessary to have a solid understanding of this phenomenon, and then explore communication strategies to effectively develop virtual influencers. To investigate followers' preference for virtual influencers, this study employs the Q-method, which studies human subjective attributes, an empirical research effort to uncover complex issues in human subjectivity. To determine the factors that trigger people's voluntary and active practice and the preference degree of virtual influencers, the Q method is implemented to examine human subjectivity, thoughts and attitudes. According to the results of this study, virtual influencers are a new group of idols full of vitality. The interviews found that there are still many virtual influencers who do not know about followers, but each type can be clearly understood through the intuitive understanding of the interviewees. Divided out, type 1 one egoideal virtual influencers aim to represent an idealized version of the creator or target audience. Embodies ideal physical characteristics, personality or lifestyle desired by the audience. Type 2 is charismatic and attractive, and has the characteristics of most virtual influencers. It is suggested that it can be developed into a potential type, doing brand cooperation, and content production on social media platforms. Type 3: Game animation, derived from the image of characters in games or comics, with stylized features and energetic personalities, which can be integrated into games or entertainment experiences. Type 4 development potential type is the most successful type among virtual imagers, and it is also the purpose of marketing virtual influencers. It is essential that brand endorsement on social media platforms, integrated marketing, and driving advertising traffic. It is recommended to improve production technology to reduce investment costs.

• Journal of the Korean Society of Clothing and Textiles
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• v.35 no.7
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• pp.801-815
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• 2011

This study examines the characteristics of marketing and customer that influence the selection of multichannel (preference/frequency of use) in the fashion retail. The subjects of this study are men and women live in Seoul/Gyeonggi province and Busan/Gyeongsangnam-do in their 20s-40s who have shopping experiences in fashion items of more than 2 shopping channels among offline stores, catalogs, and the internet. The survey period was from March to May 2010 and 411 forms were used in this survey. The data were analyzed by a reliability analysis (Cronbach's ${\alpha}$), a factor analysis, t-test and one-way ANOVA. The main results of this study are summarized as follows. First, marketing characteristics, which effect the selection of multichannel (preference/frequency of use), consist of sales promotion, service, price, merchandise, and distribution. Those have a significant influence (***p${\leq}$.001) on choosing multichannel of fashion retail. Price has a significant impact on the preference of multichannel and merchandise affect for frequency of use in multichannel shopping. Second, customer characteristics have a significant influence (***p${\leq}$.001) on the monthly average purchasing amount, shopping hours, shopping frequency, brand knowledge, and price sensitivity. Particularly, monthly average purchasing amount & shopping frequency have meaningful differences in the frequency of using multichannel; in addition, shopping hours were affected by preference & frequency of use. Price sensitivity has a greater influence on the frequency of using multichannel and brand knowledge has a greater effect on multichannel preference. Customer's information searching characteristics have main 3 factors through the use of marketing information, personal information and experience information. Application of experience information is the main factor in preference and frequency of using multichannel shopping. The customer demographic characteristics of age (*p${\leq}$.05, **p${\leq}$.01) and gender (*p${\leq}$.05) show a difference for selecting multichannel. There is no difference for marital status, average household income per month, and job.

• Korean Journal of Human Ecology
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• v.22 no.6
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• pp.659-672
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• 2013

Nowadays, sports and outdoor market has been popular and expanding since the implementation of the five-day workweek and change of lifestyle. Outdoor clothing considered exclusive property of the middle-aged individuals in the past. Recently there is a drift towards having outdoor looking at the age of 10-20. The purpose of this study was to analyze the features of purchasing behaviors and demographics by each groups targeting middle school and high school students. The study was conducted with questionnaires towards people who live in the city of Busan and who have experiences of buying outdoor clothing. Data analysis was conducted via SPSS 18.0 with factor analysis, cluster analysis, ANOVA, cross tabulation, frequency analysis and Duncan's multiple range test. The results showed that there were five factors sought for outdoor wear benefits: Individuality/Fashion, Brand, Attractive appearance, Economic value, Comfort/Functional. Cluster analysis showed that there were four groups of outdoor wear benefits sought. Overall, the four groups were different in regard to purchasing behaviors and demographics. Based upon the results mentioned above, this study summarizes the key features of each group and can provide applicable suggestion for conducting strategic marketing activities.

• Korean Journal of Agricultural Science
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• v.26 no.2
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• pp.94-105
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• 1999

Chungnam-Do is the major agricultural province, supplies the large amount of rice and has the best situation in rice production. Rice production in Chungnam region is the major income source of farmers in the Chungnam province. In spite of the best quality, the rice quality which is produced in Chungnam province has been underestimated. For the improvement of this situation. Chungnam local government has developed the 'Cheong-Pung-Myeong-Wall' brand. The objective of the study is to give marketing information on 'Cheong-Pung-Myeong-Wall' rice for its sales promotion. The survey data on consumption patterns of consumers in the Taejon city who consume the 'Cheong-Pung-Myeong-Wall' rice were used in the analysis. The conclusions of this study may be summarized as follows : Generally the people who live in the Taejon city and consume the 'Cheong-Pung-Myeong-Wall' rice satisfy its quality, but the sales promotion of 'Cheong-Pung-Myeong-Wall' rice is needed For the sales promotion of 'Cheong-Pung-Myeong-Wall' rice, diversification of products, efficient usability of market agency, improvement of packing design, adequate advertisement, guarantee of 'Cheong-Pung-Myeong-Wall' rice taste and food safety, introduction of differentiated price by the producing region are required.

• Korean Journal of Organic Agriculture
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• v.12 no.4
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• pp.451-461
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• 2004

In an animals, identification system has been widely used by ear tag with dummy code and blood typing for parernity. Also, genotyping methods were using for useful mean of individual identification for live animals. In the case of genotyping estimation of gene in population of korean native chicken. In this study, we tested for development of genetic markers used it possible to determination of individual identification system. The candidate genetic markers were used already bow 10 of microstalite DNA sequence information in chromosome No. 1 and 14. Result of analysis for genotyping, the number of alleles of those microstatelites DNA was shown minimal 3 to 12 and the heterozygote expression frequency range was shown from 0.617 to 0.862. In our result, effective number of allele for each microsatellites DNA was shown 3~7, and the accuracy of individual identification was shown nearly 100%, when used with 6 genetic marker. This study was about genotyping method for identification used specific genetic marker form microsatellite DNA in the brand marketing of korean native chicken. Our results suggest that genotyping method used specific genetic marker from microsatellite DNA might be very useful for determination of individual identification.

• Asia Marketing Journal
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• v.16 no.1
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• pp.101-116
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• 2014

In the year 2013, Warren Buffett was named one of the most influential people of the year by TIME magazine. When people are exposed to such news, they show strong interest in who the influential people are and how those people became so successful. Likewise, people show strong attachment to other prominent figures as well. This social phenomenon indicates that people perceive well-known persona like business leaders, TV stars or sports stars etc. as human brands of intangible assets. As the role of these human brands is becoming more important, people tend to develop stronger attachment toward them. Another notable modern social phenomenon is people's pursuit of life-satisfaction and social well-being. People desire to increase their quality of life by having quality time with family and friends, and also by building attachment towards celebrities, sports stars, and so on. The main objective of this study is to examine how attachment toward human brands affects quality of life. While existing studies on human brands examined antecedents of attachment, e.g., some needs fulfillment such as A-R-C needs (autonomy, relatedness and competence needs) fulfillment, this study focuses on the outcome variables of attachment, e.g., how attachment toward human brands affects stress relief and life satisfaction through self-efficacy. Based on previous research, we divided human brands into two types: heroes and celebrities. Heroes are defined as people who have considerable and lasting importance on both societal and individual levels, and celebrities are defined as people who are well-known but have little or no short-term impact on society and individual levels. This study focuses on how attachment toward each type of human brands, celebrities and heroes, affects the quality of life or well-being. This study focuses on three important outcome variables; stress relief, life satisfaction, and self-efficacy, (three variables) which have been recently gaining importance, especially in the domain of positive psychology. Major findings from the present study show that although celebrities draw attachment from people by providing fun and entertainment or providing stress relief, they have weak influences on the wellbeing or efficacy of individuals at a deeper level. In contrast, attachment toward heroes helps people live better by providing meaning and positively influencing life satisfaction through self-efficacy (Frankl 1997). These results are consistent with the main tenet of 'positive psychology' which seeks "to find and nurture genius and talent and to make normal life more fulfilling" (Seligman and Csikszentmihalyi 2000). Considering the fact that certain celebrities are perceived as heroes to some, we can conclude that celebrities can become heroes if they provide meaning and value to the lives of people. This study contributes to the research stream of human brands since the most current leading research (e.g., Thomson 2006) indicated the need to look at the resulting effect of attachment on life satisfaction through self-efficacy. Another important contribution is that we empirically documented the different effects of celebrities and heroes. As expected, this study shows that heroes more deeply influence the lives of individuals in the long term while celebrities do so rather shallowly in the short term. The issues of the influence of heroes on the individuals' lives need to be further investigated in relation with the perspective of positive psychology.

• Korean Journal of Construction Engineering and Management
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• v.5 no.6 s.22
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• pp.154-161
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• 2004

The term 'well-being' which becomes a popular trend in various industries has been introduced in the housing market as well. This trend could be understood as an emerging trend rooted to customers' preference for apartment enabling residents to live comfortably and healthy in 2000s. The housing industry has attempted to meet customers' requirements by presenting' well-being apartments' emphasizing healthy and natural-friendly aspects. For instance, suppliers in the industry has adopted master plans and unit plans to support well-being residence. In addition, they introduced less-toxic-emission materials to interior However, it has been unknown that customers in the housing market also agree to well-being functions presented by suppliers and, if then, which aspects they consider mon important In order to answer questions stated above, a research to investigate perceptions of potential customers in Busan towards well-being apartments is designed and this paper is a summarized result. Based on the real-world investigations, the important functions or concepts relevant to well-being apartments perceived by customers are defined and suppliers' approach to meet these Is presented.

• Fashion & Textile Research Journal
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• v.7 no.3
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• pp.270-276
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• 2005

Nowadays, the family system has changed from a large extended family group to a more nuclear family and the number of people who live by themselves has been increasing. Moreover, Korea is becoming an aged society, and pets are becoming more important as leave the family home. So a lot of people in Korea now consider pets as their family members due largely to the drastic change of their life style. Therefore, the rate of importing commodities for pets like cats and dogs has been increasing dramatically. In this study, in response to the growing interest in the pet industry, I have studied recent trends and types in the pets wear markets which are still in the first stage of development in Korea. In order to enhance the possibility of mass producing pets ready-made clothes for making the unit cost lower, firstly, I presented a new basic design and pattern of pets wear made up of general textile. After that, following basic purpose of pet wear, I classified decorative clothes into party wear, everyday wear and street wear and then I developed the pattern and made a pair of works for each item totaling 6 in all. I hope that the number of Korean companies which can enhance their reputation through by marketing these products in Korean as well as all around the world will increase. I believe this will be possible because by taking advantage of the easy pattern developed in this thesis. They will be able to mass produce their own high quality pets wear brand.