• Korean Institute of Interior Design Journal
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• v.26 no.3
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• pp.55-62
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• 2017

As recently too many local museums have been built in the whole country, most of them cannot attract enough spectators. In order to resolve this problem, it is needed for local museums to differentiate their spaces and programs related to their exhibition. Thus, the purpose of this study was to analyze the characteristics of spaces and programs of local museums from the perspective of spatial marketing to activate them, and contribute to development of local cultures. This study targeted historical public museums located in Seoul and Incheon. Through preceding research, an analysis frame was established based on the keywords related to spatial marketing, and then the characteristics of spaces and programs of local museums were analyzed based on the frame. The study results are as follows. 1) Access convenience refers to openness that public museums located in Seoul and Incheon can embrace accessible locations, points of interest, and convenient facilities easily recognized by pedestrians. 2) Symbolic formativeness is to express symbolic historical contents in the museum lobby or exhibition to show the identity of local museums. 3) Visibility is needed for direct guidance signs or spaces to let spectators know directions and locations. 4) Public concern is for spectators and local residents to participate in local museums to share and utilize their partial spaces. 5) Interactivity is to induce activation of local museums by utilizing experience exhibition contents and having spectators directly contact exhibits. 6) Interest is related to cultural festival programs of exhibition to arouse spectators' and local residents' curiosity. 7) Participation is to activate spaces and spectators by providing educational programs. 8) Usefulness is to induce spectators' interest in local museums by providing historical, social, and cultural information. These results are expected to be used as baseline data to suggest a new direction for activation of local museums from the perspective of spatial marketing.

• Journal of Korean Society for Quality Management
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• v.29 no.3
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• pp.18-38
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• 2001

This paper attempts to identify variables which affect Korean electronic commerce(EC) venture's strategies for the international market entry decision making. Especially in the perspective of quality management perspective, it is highly relevant question which factors are critical when the industry has high technology driven characteristics such as EC, product quality related factors or environmental factors. Technology competence, operational competence, local marketing competence, psychological barriers, domestic competition level, and local infrastructure level are included to generate the explaining model for international market entry decision. The result is that the higher technology competence and local marketing competence are the significant factors. The higher the perception in these factors, the higher the intention to enter the international market in EC industry. These factors play a pivotal role in determining to go abroad the foreign EC market. Our finding implies that the subjective confidence on quality of EC solution(technology competence) and venture's capability of maintaining it(local marketing competence) are the important factors, when EC ventures make the decisions to enter the foreign markets.

• Proceedings of the Korean Institute of Interior Design Conference
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• 2006.11a
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• pp.74-80
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• 2006

With the development of medical technology, economic growth and increased interests In health in our society nowadays, the male and female average length of life has continued to increase. In response to the rapid aging phenomenon, diverse paid residential facilities for the elder have geometrically emerged in a short period, but compared to their quantitative increase, the kinds of facilities are not diverse and the quality of the facility environment also is not at the desirable level in comparison with the economic and intellectual level. Accordingly, the purpose of this study was to analyze the residential space from a perspective of marketing and establish the residential environment for the elder in response to the expansion of the market of the paid residential facilities for the elder in the future.

• Asia Marketing Journal
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• v.18 no.4
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• pp.99-124
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• 2017

Little research on sensory study has been conducted from a marketing perspective and most of sensory studies have been done from a science perspective. Thus, this study examined wine sensory perceptions in the consumers' minds, which is how wine consumers associate grape variety Shiraz/ Syrah by the three different region of origins with specific sensory images. Total 234 questionnaires were collected from online wine community members at restaurants in Korea. The main results show that the most two shared sensory images of Shiraz/ Syrah were 'Dry' and 'Fruity' across the three region of origins. For Barossa Shiraz, the unique images were mainly found in Aroma image category such as 'Chocolate', 'Prune', whereas for Rhone Syrah, the unique images were mainly revealed in Overall image category e.g. 'Deep', 'Fascinating'. Additionally, this study confirmed that Maipo Valley is not recognizable region of origin of Shiraz/ Syrah. This study employed a free choice, Pick Any and conducted correspondence analysis to find out the degree of associations of sensory images and each region of origin.

• Asia Marketing Journal
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• v.18 no.3
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• pp.35-46
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• 2016

According to previous literature, love involves a feeling of emotional bonds, attachment, and commitment to a specific target from a long-term perspective. In contrast, lust is defined as a sexual desire to engage in sexual activities from a short-term perspective. This research investigates the influence of feelings of love or lust on consumers' long-term benefit-seeking and risk-taking behaviors. Study 1 examined whether consumers' long-term benefit-seeking behaviors depend on feelings of love or lust. As a result, consumers who experienced feelings of love were more likely to prefer products that provide long-term benefits (e.g., a hybrid car) than those who experienced feelings of lust. Study 2 investigated consumers' risk-taking behaviors, depending on feelings of love or lust. The results showed that consumers in the lust condition were more willing to take a risk (e.g., a trip to a hazardous area) than those in the love condition. Taken together, this research demonstrates that consumers' long-term benefit-seeking and risk-taking behaviors depend on feelings of love or lust. Practical and theoretical implications are further discussed.

• Journal of Korea Multimedia Society
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• v.25 no.3
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• pp.537-545
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• 2022

Emotional experience (James, 1884)[1] can affect people's behavior. There are few types of research on VR marketing(Maojun Zhou, Zeru Yan, 2018)[2] design based on emotional experience. This article is based on emotional evaluation theory and empirical research, and the VR marketing case "Buy+" online shopping platform (Wu Yongyi, 2016). It is concluded that there are three levels of emotional experience definition on VR marketing which decompose the features of the VR marketing design of "Buy+ as an online-shop" correspondingly and find out the design features of VR marketing from the perspective of emotional experience. Finally, through the analysis of the questionnaire data, it verified that vividness, functionality and effectiveness could represent the features of VR marketing design. Moreover, it analyzed the correlation among these factors. Vividness and functionality have the closest relationship among them. The definition, the components, and the correlation of the three-layer emotional experience obtained from this research can provide theoretical support and reference for other VR marketing designs.

• International Area Studies Review
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• v.14 no.2
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• pp.229-248
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• 2010

This study is intended to empirically investigate determinants of the degree of standardization vs. adaptation in global marketing programs for Korea firms. Our study has two main focuses. First, our study takes a global perspective instead of a binational, i. e., home vs. foreign perspective. Second, we accommodated two conflicting veiws - contingency and resource-based views in explaining determinants of global marketing strategy. As such determinants, we considered global market dynamism and complexity from a contingency view and global marketing assets from a resource-based view. Surveys were conducted with 128 Korean firms engaged in global marketing. Our study found that Korean firms with global assets tend to engage in highly standardized global marketing programs. On the other hand, global market dynamism and complexity did not show statistically significant relationships with the degree of standardization vs. adaptation. The findings suggest that a resource-based view may be more powerful than a contingency view in explaining global marketing strategies of Korean firms.

• Management & Information Systems Review
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• v.28 no.3
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• pp.117-140
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• 2009

The purpose of this study is to investigate the effects of corporate mecenat activities, ultimately making more firmly established the theory of mecenat activities from the perspective of marketing. For the purpose, this researcher examined the motives of such activities and analyzed the current state and problems of those activities in Korea. In this study, the motives of corporate mecenat activities are largely classified into the improvement of corporate image, which is identified from the view of cultural investment, and direct corporate profits like tax favor, from the view of marketing. Regarding the effects of corporate mecenat activities, P. Kotler and J. Scheff suggested that in future, corporate supports to art would be the most remarkable part of marketing. In association, the Australian Foundation for Culture & Humanities and Arthur Andersen described the effects of corporate mecenat activities in form of cultural investment largely in terms of business, market and employees. In a similar vein, the Korea Business Council for the Arts classifies the effects of corporate mecenat activities largely into three, corporate legitimacy, market advantage and benefit to employees. In relation to corporate mecenat activities, now, the theory of mecenat which is established from the perspective of marketing is considered more persuasive than that which is provided from the perspective of philanthropy. For more corporate efficiency and effectiveness, in conclusion, it's needed to orient the theory of mecenat from the perspective of marketing.

• Journal of Distribution Science
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• v.14 no.12
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• pp.23-30
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• 2016

Purpose - As socially responsible consumption increases, green marketing emerges as a new philosophy in marketing. A number of companies are now putting forth green marketing strategies. But there is no single definition of "green brand" that can be used interchangeably. In this paper, we attempt to explore the meaning for "green brand," especially in Information and Technology products. Research design, data, and methodology - The author developed qualitative and quantitative research design. In particular, the paper approaches this topic from the Asian consumers' perspective and applies ethical concepts to green brand research. For this, Chinese and Korean consumers were used as consumer segmentation variables to investigate their ethical perspectives. Results - Qualitative research showed that there are several attributes and benefits we need to consider for green brand. Quantitative study showed positive correlations of the two variables: the higher the consumer ethics are, the more they prefer green brands. Conclusions - The current study shows that consumers clearly have a certain propensity toward green brand equity. Thus, marketers should consider the consumers' evaluation about green brands. This paper also proposes that ethics have a close relationship with green brand equity, and companies may use ethics in marketing strategy management.

• Journal of Distribution Science
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• v.11 no.11
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• pp.19-32
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• 2013

Purpose - This study examines the effects of art marketing management of the marketing mix in fashion, focusing on the cases of the leading global fashion brands in art marketing management. Research Design, Data, and Methodology - This study was implemented using the content analysis method. Criteria, including product differentiation, promotion strategies, store strategies, and social contributions, were based on previous research, brand promotional references, and critical reviews in newspapers or professional magazines for various cases of art marketing management by fashion brands. Results - To achieve product differentiation, art marketing management has borrowed images from artworks, and employed parodies and collaboration with artists; this has facilitated the pleasure derived from utilizing the artistic value of products. Promotion strategies were integrated with art performances, advertisements, and runway shows. Store strategies developed emotional feelings and a longing for brands among consumers. Reputational marketing of the social contributions made by corporations elevated the corporate brand image perceived by consumers. Conclusions - This study's findings revealed that consumers can derive emotional satisfaction through art marketing that seeks to profit effectively by stimulating consumers' emotions. From an economic perspective, a convergence of art and marketing plays an important role in profit-making and satisfying consumers' emotions.