• Journal of Distribution Science
• /
• v.12 no.4
• /
• pp.55-63
• /
• 2014

Purpose - Brands and products often play key roles in enabling consumers to experience a good attitude, resulting in mentally enacting a specific prototype and reliving the experience by retelling a specific story. Brand storytelling can function as an important tool for managing the brand. To successfully apply a firm's brand storytelling, it is important to prove the effectiveness of storytelling. Therefore, by utilizing the research of Escalas (1998) and Fog et al. (2005), a list of measurements for storytelling component quality (SCQ) was applied. In addition, customer attitudes toward brand storytelling were tested. In particular, if customers encounter a dynamic and interesting story, although the brand is not widely known, they can be in communion with the brand and establish an emotional connection (Hill, 2003). Thus, brand reputation was divided into two levels (high vs. low), and the difference in effectiveness between storytelling component quality and consumers' advertisement attitude, brand attitude, and purchasing intention was examined. Research design, data, and methodology - By using the measurement list used in Choi, Na, and Hwang (2013), 12 categories in the level of message quality, conflict quality, character quality, and plot quality were measured. In addition, categories of brand reputation, advertisement attitude, brand attitude, and purchasing intention were measured. The study was based on 181 final survey samples targeting undergraduate and graduate students in Gwangju Metropolitan City. Results - Consumer responses toward storytelling were researched in the context of brand characteristics or product attributes, such as brand reputation, differentiated from extant simple effects of storytelling. Some brands with high reputation enjoy a halo effect due to prior learning, while other brands with comparatively low reputation have trouble generating positive responses despite attempts to enhance the level of reputation or induce favorable attitudes. Although not all due to the component quality of storytelling, the case of brands with low reputation exerted more positive impact on consumer attitudes than did brands with high reputation. As mentioned earlier, consumer evaluation of the component quality of storytelling was categorized into advertising attitudes, brand attitudes, and purchase intention for this study; this provides managerial implications in other ways. The results imply that an effective application of storytelling could be an important emotional tool for the development of both brands with low brand awareness and of well-known brands. Finally, this study serves to increase consumers' understanding and ability in interpreting brand stories that marketers tell about themselves, as well as to highlight differential experiences with products by level of brand hierarchy. Conclusions - This research aimed to provide an objective guideline for storytelling component quality while considering brand awareness. Thus, brand reputation was considered for proving the baseline effectiveness of storytelling, and this study provided directions for strategic establishment of storytelling. Based on this, we conclude that in further studies, it will be necessary to systematically manage brand story by considering other situation variables and various story patterns, and studying their differences.

• Journal of Global Scholars of Marketing Science
• /
• v.15 no.2
• /
• pp.27-48
• /
• 2005

This study analyzed the structural elements of transformational leadership on hotel employees job satisfaction and organizational identification, and inquired into how moderating variables such as demographical characteristics and the features of hotels affect transformational leadership. The ultimate purpose of this study was to provide managerial implications to hotel business operators and hotel employees. The main results of this study are as follows; According to the result of factor analysis on transformational leadership and hotel employees job satisfaction, 18 variables were derived as two factors 'obliging leadership' & 'vision leadership' factor in the area of transformational leadership, and 31 variables were derived as four factors 'welfare and work environment', 'ability display and job stability', 'colleague relationship and job performance' and 'company policy' factor. Second, stepwise regression analysis on whether the type of transformational leadership at hotels has a significant effect on employees job satisfaction & organizational identification, 'vision leadership' and job satisfaction and the both 'vision leadership' & 'obliging leadership' among the types of transformational leadership appeared to have a significant effect on hotel employees organizational identification. Third, One-Way ANOVA and t-test in order to examine significant difference in the type of transformational leadership according to demographical characteristics and general characteristics, statistically significant difference was found according to income level, the current position, work experience, the type of hotel operation and the experience of job change.

• Journal of The Korean Association For Science Education
• /
• v.31 no.8
• /
• pp.1145-1157
• /
• 2011

The purpose of this study was to analyze and extract the features of verbal interactions between teacher and science-gifted students in their classes. For the purpose of this study, authors observed 27 elementary science classes for the science gifted of three elementary teachers. To analyze the verbal interactions in the classes, the authors have adopted the theoretical background, which was based on Sinclair & Coulthard's Initiative-Response-Feedback pattern. Verbal interactions in the classes were analyzed by Kim's framework, which modified Jeong's framework. IRF patterns were derived from the verbal interactions of science classes for the science gifted. As a result, authors obtained some important features in IRF pattern. The most commonly used IRF pattern was the teacher's managerial question-student's short answer pattern, which was due to the regional policy for the science gifted. The teacher's delayed feedback as well as the teacher's question was meaningful for student's thinking ability. If elementary teachers consider the pattern, the strategy should be applied, which is depending on student levels and levels of contents. But three teachers did not show the characteristic verbal interaction regarded as a pattern strategy. In the future, inservice programs about verbal interaction are needed for the science gifted classes.

• The Journal of Industrial Distribution & Business
• /
• v.10 no.6
• /
• pp.29-37
• /
• 2019

Purpose - This study intends to analyze Chinese consumers' purchase intention of Korean automobile. The aims of this study investigated to find out how product attributes and brand image affect the consumer's purchase intention of Korean automobiles in China. We consider the product attributes, brand image as evaluation criteria, also recognized as objectives for purchase intention. This study aims to analyze the positive effects on Chinese consumers' purchase intention with the variables by using the research model. Research design, data, and methodology - Based on theory of Purchase Intention, the concept of purchase intention was assessed by two factors: a) product attributes, and b) brand image to test the proposed hypotheses. The survey was conducted for 30 days, from October 17 to November 16 in 2018. With IBM SPSS Statistics 23.0 and IBM SPSS AMOS 23.0, factor analysis and regression, Cronbach's alpha and correlation were tested. 300 samples were used for this analysis. Results - As a main result, product attributes and brand image exerted significant effects on consumer's purchase intention. Thus,

and

were supported. The results showed that the product attributes, brand image had positive effects on purchase intention. The findings of this thesis are as follows: Firstly, automobiles' quality factors were divided into two categories like product properties (price, performance, design, economy, and safety), and brand image (awareness, favorability, reliability, and familiarity). Second, it showed that product properties and brand image had positive impacts on purchase intention of consumer. Conclusions - The impact of product attributes and brand image on consumer perceived value of Korean automobiles in China can be seen as a universal psychology of consumers who trust automobile products such as high quality, technology, ets. The results offer some insights into the extended model and have important managerial implications for Korean automobile enterprise. As the findings of this thesis show, all strategic orientations have significant and positive effects on the ability of innovation. At the same time, automobile company must pay attention to quality. As the relationship between the automobiles' performance and brand image were positive and significant, automobile companies should have comprehensive strategic orientations focused on strengthening these factors.

• Management & Information Systems Review
• /
• v.33 no.5
• /
• pp.55-70
• /
• 2014

Recent research on organizational innovation, such as. new managerial processes, practices, suggests it can be an important source of firm's competitive advantage. The challenge is not only offering new products and services, but also changing the nature of management within organizations. In this study, we focus on management innovation at the organization level and investigate the role of transformational leadership behavior as a key antecedent. Transformational leadership may complement an organization''s increasing rigidity by maintaining a sense of meaningfulness in members of the organization, which may be more flourishing to organizational innovation. Due to its prominent role within organizations, CEO has the ability to greatly influence management innovation. In particular, we focus on leadership behavior and examine transformational leadership of CEO. Additionally, as contextual variables like organizational structure(complexity, formalization, centralization) may influence the impact of transformational leadership, we investigate its moderating role. Findings show that transformational leadership behaviors positively contribute to organizational innovation. In addition, our study indicate that less complex, less formal and less central, organizations have benefit more from transactional leadership in strengthening organizational innovation.

• Management & Information Systems Review
• /
• v.35 no.3
• /
• pp.131-153
• /
• 2016

This research suggests a structural model of green purchase behavior, focusing on the moderating effect of affordability. Affordability means buying power or ability to buy products. Based on the literature review, a research model of behavior of buying green products was proposed and tested empirically using the field study. To examine the proposed research model, the reliability and validity verifications on measurement items were carried out and then the structural equation model analysis was applied to test the model. Lastly, to test the moderating effect of affordability, a two-group model(using Amos program) was used subsequently so that it could be determined whether or not there was any significant difference in structural parameters between the high affordability group and the low affordability group. The empirical results are as follow: Firstly, green purchase attitude is influenced by ecological concern and collectivism, then green purchase attitude has an impact on green purchase intention, and in turn, green purchase intention affects green purchase behavior. Secondly, affordability significantly moderates the relationship between green purchase intention and green purchase behavior. These results are consistent with the past researches and based on them, some managerial implications are given.

• Asia pacific journal of information systems
• /
• v.24 no.1
• /
• pp.93-112
• /
• 2014

As personal data breach reared up as a problem domestically and globally, organizations appointing chief privacy officers (CPOs) are increasing. Related Korean laws, 'Personal Data Protection Act' and 'the Act on Promotion of Information and Communication Network Utilization and Information Protection, etc.' require personal data processing organizations to appoint CPOs. Research on the characteristics and role of CPO is called for because of the importance of CPO being emphasized. There are many researches on top management's role and their impact on organizational performance using the Upper Echelon theory. This study investigates what influence the characteristics of CPO gives on the organizational privacy performance. CPO's definition varies depending on industry, organization size, required responsibility and power. This study defines CPO as 'a person who takes responsibility for all the duties on handling the organization's privacy,' This research assumes that CPO characteristics such as role, personality and background knowledge have an influence on the organizational privacy performance. This study applies the part relevant to the upper echelon's characteristics and performance of the executives (CEOs, CIOs etc.) for CPO. First, following Mintzberg and other managerial role classification, information, strategic, and diplomacy roles are defined as the role of CPO. Second, the "Big Five" taxonomy on individual's personality was suggested in 1990. Among these five personalities, extraversion and conscientiousness are drawn as the personality characteristics of CPO. Third, advance study suggests complex knowledge of technology, law and business is necessary for CPO. Technical, legal, and business background knowledge are drawn as the background knowledge of CPO. To test this model empirically, 120 samples of data collected from CPOs of domestic organizations are used. Factor analysis is carried out and convergent validity and discriminant validity were verified using SPSS and Smart PLS, and the causal relationships between the CPO's role, personality, background knowledge and the organizational privacy performance are analyzed as well. The result of the analysis shows that CPO's diplomacy role and strategic role have significant impacts on organizational privacy performance. This reveals that CPO's active communication with other organizations is needed. Differentiated privacy policy or strategy of organizations is also important. Legal background knowledge and technical background knowledge were also found to be significant determinants to organizational privacy performance. In addition, CPOs conscientiousness has a positive impact on organizational privacy performance. The practical implication of this study is as follows: First, the research can be a yardstick for judgment when companies select CPOs and vest authority in them. Second, not only companies but also CPOs can judge what ability they should concentrate on for development of their career relevant to their job through results of this research. Cultural social value, citizen's consensus on the right to privacy, expected CPO's role will change in process of time. In future study, long-term time-series analysis based research can reveal these changes and can also offer practical implications for government and private organization's policy making on information privacy.

• Management & Information Systems Review
• /
• v.34 no.3
• /
• pp.215-230
• /
• 2015

This study defined the types of barrier and conducted the impact of barrier in adventurous sports. There are many research on adventurous sports, but these researches have several limitations. First, these studies have overlooked important role of barrier in adventurous sports. Also, previous studies on barriers haven't showed the moderating effects of personality on barriers. So, this study attempts to complement the lack of existing research and this purposes of the study is as follows. First, it is to show the positive impacts of barriers on absorbing experience that had been overlooked in the previous researches. Second, it is to propose the moderating effects of personality-arousal seeking, reactance tendency- on the relationship between barriers and absorbing experience. Survey research is employed to test these hypotheses. Previous researches, such as marketing, adventure sports, hedonic research, have been referenced to measure constructs. We collected data involving various adventure sports, and used 171 respondents to analyze these data using moderating regression. In the final section, we discussed several limitations of our study and suggested directions for future research. We concluded with a discussion of managerial implications, including the potential to advance understanding adventure sports and implying an enhanced ability to satisfy target consumers of it.

• International Commerce and Information Review
• /
• v.14 no.2
• /
• pp.29-52
• /
• 2012

Since diplomatic relations with China in 1992, many Korean companies have entered into China and that expansion is currently continuing. But now, many of Korean enterprises tend to withdraw and return to the domestic, this is because that major factors are too much fast increasing in labor costs and the difficulty of local workforce management. In this study, it is researched that the type of human resource management of Korean firms entering into Heilongjiang Province, Harbin and the similarities and differences were investigated by comparing the form of personnel management of existing areas and Harbin area, and then this study was conducted the survey and interview of domestic companies operating in Harbin, to pursuit the efficient way to manage the workforce development and management strategies. The result of researches and workforce development strategies of entering firms are as follows; First, it is required to establish a human resource discovery system for entering companies in focusing on managerial work ability and on blue-collar which is separated by professional and technical experts and a simple blue-collar people. Second, it is required to entering companies that they have to grow up the promotion and exchange of the Department of Korean Studies in Harbin and have to build the industry and universities training programs to promote needed experts, and have to establish the expert pool systems to support the flexible labor supply.

• Journal of Digital Convergence
• /
• v.18 no.4
• /
• pp.23-35
• /
• 2020

This study is based on prior research cases on workplace learning, which had a significant impact on corporate research. To improve problem solving and supplementing ability by keeping the opportunity to participate in workplace learning for the weak small business owners and to strengthen opportunities for practical growth, and to propose education, policy and institutional windowing. Therefore, to establish the relationship between small business owners' workplace learning, job satisfaction, and service quality, a research hypothesis was set in the background of prior research and empirical analysis was conducted. The results from 203 questionnaires were analyzed with SPSS 18.0 program. As an analytical result, first, workplace learning had a partial positive (+) impact on job satisfaction. Second, workplace learning had a partial positive (+) impact on service quality. Third, in the relationship between workplace learning and service quality, job satisfaction played a full mediating role. From this, it was found that formal learning, the subfactor of workplace learning did not have an impact on job satisfaction and service quality, as subtitle of educational environment including offsite training and self education, systematization, and structuralization depending on the poor environment of small enterprises. Therefore, it was found that small enterprises' poor environment was revealed from the managerial, economic and social perspectives and to compensate such defect, educational, policy, and institutional strategies to strengthen the opportunity for growth and development of small enterprises can be suggested to the governmental agencies or local governments. Despite the significant results of this study, there may be limitations. Therefore, further studies should be conducted in various fields with various samples in the future, and further studies should be conducted in academic and practical relationships that can improve the service quality and management performance.