• The Journal of the Korea Contents Association
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• v.8 no.2
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• pp.150-163
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• 2008

It is said that customers buy not products but brands embedded in their mind, so that they are used as a key tool of strong marketing strategy. The present paper is a study on service brand equity, on which much research has not been conducted. The purpose of the present study is to propose the way to manage service brand equity which is essential to gaining competitive superiority by examining the effect of the factors of marketing communication on it. The researcher presented a research model by inquiring into existing researches on marketing communication and service brand equity and set up a research hypothesis. Internet service was chosen as the subject of the study. The reason for this is that it is the most intangible and there is no difference in price and quality, so that it is actively being marketed. The present positive study verified the relation between the factors of marketing communication such as advertising, public relations, sales promotion, and word-of-mouth advertising and brand recognition, brand image, and brand loyalty. The results of the positive study are as follows. Advertising, sales promotion and word-of-mouth advertising had an effect on brand recognition. Public relations, sales promotion and word-of-mouth advertising had an effect on brand image. Brand image and brand recognition affected brand loyalty.

• International Commerce and Information Review
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• v.7 no.1
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• pp.237-260
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• 2005

The purpose of this study is to find out current problems facing Trade show Exhibition Industry and to suggest proper solutions. Trade Show Exhibition Industry recently emerged as Trade Show Marketing that is not this only sales promotion but the Marketing Mix. Now we should have focused on the cooperation among the organizations in trade show exhibition industry than physical facilities; need various kind of government aids; need marketing-oriented and professional skills to build and enhance the growth of trade show exhibition industry. Accordingly, the important thing is an exploratory study of assessing trade show objectives, management, functions and performance etc.

• Culinary science and hospitality research
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• v.10 no.1
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• pp.128-139
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• 2004

Korea goes on speedily an information-oriented world in the whole filed of society by diffusing the information-oriented education for the whole nation and the utilization of information. Consequently foodservice enterprise which is establishing their homepage in the web site for marketing purpose and direct application of restaurant management had been increased at recently for the restaurant's publicity, raising their image. The purpose of this study is to examine the feasibilities of internet application in the foodservice industry. Now the generation who most use the internet went into gear the generation of main consumers out of foodservice industry. Also teenagers who occupied the most portions of using internet are able to be the most important potential customer at present or in the near future. Therefore if marketing activity is recognized for this potential customer, it will be more effective than any other way to promotion.

• Asia Marketing Journal
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• v.22 no.4
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• pp.103-116
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• 2021

This research outlines the motivations behind the fan-lead marketing and promotional endeavours undertaken by musical group BTS's fan community, also known as ARMY. In highlighting the reciprocity in intimacy between the group and their fans, I argue that ARMY's desire to elevate BTS is embedded within structures of affect, despite the financial nature of the benefits the group and their company may reap. These fan-lead initiatives represent efforts towards a common goal, where success, whether it comes in the form of money or not, is a gift of gratitude and a show of mutual understanding from fans to BTS. Based on data from 22 interviews with fans, this research explores the motivations behind fan-lead marketing by looking at the affective properties of music consumption, the parasocial relationship, fan community dynamics, and the purchase of intimacy. Within these contexts, the promotion surrounding BTS's music, as organized by the fans, mimics profit-oriented behaviours but is ultimately a gesture towards the exchange of intimacy between fans and artist.

• The Korean Journal of Franchise Management
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• v.15 no.1
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• pp.1-10
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• 2024

Purpose: Despite the popularity of sales promotion as one of the key marketing tactics employed by many companies today, relatively little effort has been devoted to examining an interaction effect between promotion cues and promotion duration. Therefore, this study aims to examine how promotion cues and promotion duration will jointly affect consumers' attitudes toward promotions and purchase intentions. Research design, data, and methodology: The present study conducted an online experiment through the Qualtrics program in which a total of 141 participants were recruited from the Cloud panel members in the U.S. The experiment employed a 2(promotion cue: best-seller vs. limited edition) × 2(promotion duration: long vs. short) full factorial between-subjects design. Result: In the condition of best-selling sales promotion cue, a long promotion duration induced more positive promotion attitude and higher purchase intention, while in the condition of limited-edition sales promotion cue, the use of a short promotion duration contributed more positive promotion attitude and greater purchase intention. Conclusions: Marketers need to take the congruence between promotion cues and promotion duration into full consideration when designing effective sales promotion strategy.

• Korea Science and Art Forum
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• v.19
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• pp.735-745
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• 2015

This study is about the marketing mix of convention destination, aims to examine convention destination image and loyalty. In order to study the marketing mix more scientifically, this paper select those indexes which can promote the destination image but also can guide the access loyalty of exhibition participants. In addition, in order to understand the influence of marketing mix of convention destination which includes products, place, price, promotion, people, on destination image and loyalty, this research analyses the beneficial effect among variables. Based on previous research, the marketing mix of convention destination export products, place, price, promotion, people, convention image exports Cognitive images and Emotional images. The results show that, assuming that the beneficial effect of convention marketing mix on cognitive images was established partly, the beneficial effect of convention marketing mix on emotional images was established partly, the beneficial effect of marketing mix of convention destination on loyalty was established partly, the beneficial effect of cognitive images of convention destination on loyalty was established, he beneficial effect of emotional images of convention destination on loyalty was established. Based on the results of the study, a comprehensive strategic management on arketing mix of convention destination, played a profound impact on forming the image of the participants and enlivening the convention destination.

• Asia Marketing Journal
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• v.11 no.1
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• pp.39-72
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• 2009

With the growing importance of accountability, it is getting necessary to test the impact of marketing expenditure on marketing performance. Including recent ROM, we can find a few researches about marketing accountability. But there are a few problems about definitions and metric of marketing expenditure and marketing performance. Therefore, by defining and analyzing the impact of marketing expenditure on marketing performance, we are going to set the classification scheme of marketing expenditure and marketing performance. Based on research findings, new definitions and metrics are proposed as follows. First, we suggest the classification scheme of marketing expenditure. Marketing expenditure is defined as expense accounts in the balance sheet for doing marketing tasks. Marketing expenditures includes many accounts, for example, marketing research, advertising, sales promotion, foreign market development, physical distribution, after services. Among these marketing investment, advertising expenses have a positive effect on marketing performance. Second, we suggest the classification scheme of marketing performance. Already, marketing performance has been defined as financial metrics, customer metrics, market metrics, and corporate social responsibility. But, in this study, we find that the process model is not relevant for explaining association between the performance metrics. The process model is a virtuous cycle: "customer metrics→market metrics→financial metrics→firm valuation metrics." But, in this study, it is not supported or a little significant association between these metrics. Based on these results, we suggest the balance model or flower model as the classification scheme of marketing performance.

• Korean Journal of Organic Agriculture
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• v.12 no.3
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• pp.317-331
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• 2004

Foci of this thesis arc an estimation of willingness to pay and an establishment of green marketing strategics for environment-friendly agricultural products(EFAR). Estimations of willingness to pay for grain, vegetables, fruit and processed food-stuffs arc respectively 20.6%, 20.2%, 19.3% and 17.2% higher than agricultural products produced by conventional farming method. And a green mark6ting mix for EFAP is as follows; Erst, a product strategy focuses on producing safe and high-quality foods by environment-friendly agriculture(EFA) to point to consumer’s health and desire for environmental preservation. Second, in a price strategy, the balance of three factors should be kept, namely the environmental value the true quality as food materials and the price of EFAP. Third, a place strategy is to reduce waste matters, resource and energy uses in marketing chain, and to simplify marketing channels. Also, it is necessary to choose the marketing channel for price discrimination. Fourth, a promotion strategy make use of programs that emphasize the multi-function of EFA.

• Journal of the Korea Safety Management & Science
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• v.17 no.1
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• pp.301-308
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• 2015

To invigorate and develop marketing strategies in public performance, this thesis reviewed the literatures such as papers, academic materials and internet information on marketing in public performance. We performed surveys for specialists and non-specialists of public performance from on-line or off-line for questionnaire which is classified as demographic characteristics, tendency for seeing public performance and for knowledge of NFC and LBS, and analyzed the questionnaires for knowing the effects of NFC and LBS marketing in public performance. This thesis revealed generally a higher level of satisfaction with NFC than LBS, especially for specialists as compared with non-specilists. The reason of a lower level of satisfaction with LBS than NFC is that LBS technique has privacy problem about personal information by exposing the user location information. The reason of a lower level of satisfaction with NFC to non-specialists is that there are insufficiency of promotion for NFC technique and contents utilizing NFC. A total average score for a level of satisfaction of NFC and LBS service was revealed high as more than 3.50 out of 5.00. Through this thesis we suggest the public performance marketing strategies.

• Korean Journal of Organic Agriculture
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• v.19 no.4
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• pp.475-500
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• 2011

One of the first important strategic decisions when a starting an organic marketing initiative (OMI) is to plan the right strategy for distributing products. This decision depends to a large extent on whether the OMI has chosen a quality-premium product strategy or a price-quantity strategy. All distribution decisions interact strongly with other aspects of the marketing mix. Where and how a product is distributed objectives, its chosen strategy and the availability of human and capital resources. To select a market channel, frequent contact and discussions with possible partner are important. Generally, a distribution is made between the direct and indirect physical distribution of organic products to consumers. The longer the supply chain, the lower the chances that an OMI can steer the market through its own marketing measures and convince consumers through its own promotion activities. Generally speaking, the shorter the chain between OMI products and the final consumer, the less dependent the OMI will be on the success of other market actors. Direct selling activities to the retail or food industries also requires an OMI to undertake additional processing and marketing activities. For example, retailers often expect products to have been packed and labelled ready for sale. To conclude, distribution channels should be chosen in accordance with the product and price policy as well as the management capacity of the OMI.