• 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.

• Journal of the Korean Operations Research and Management Science Society
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• v.38 no.1
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• pp.153-181
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• 2013

Weather is an influential factor to sales of companies. There have been growing attempts with which companies apply weather to developing their strategic marketing plans. By executing weather marketing activities, companies minimize risks (or negative impacts) of weather to their business and increase sales revenues. In spite of managerial importance of weather management, there are scarce empirical studies that comprehensively investigate its impact and present an efficient method that optimally allocates marketing budget. Our research was conducted in two parts. In the first part, we investigated influences of weather on sales based on real-world daily sales data. We specifically focused on the contextual factors that were less focused in the weather related research. In the second part, we propose an optimization model that can be utilized to efficiently allocate weather marketing budget across various regions (or branches) and show how it can be applied to real industry cases. The results of our study are as follow. Study 1 investigated the impact of weather on sales using store sales data of a family restaurant company and an outdoor fashion company. Results represented that the impacts of weather are context-dependent. The impact of weather on store sales varies across their regional and location characteristics when it rains. Based on the results derived from Study 1, Study 2 proposes a method on how optimally companies allocate their weather marketing budgets across each region.

• Journal of the Korean Society of Clothing and Textiles
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• v.42 no.2
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• pp.278-297
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• 2018

This study examines the concept and type of art marketing used by luxury fashion brands as well as to elucidate the productive outcome of art marketing based on art marketing case studies. The research methods adopted in this study were a literature review and case studies. The scope of the research focused on companies operating luxury fashion brands such as Louis Vuitton S.A., Kering Group, Prada S.p.A., $Herm{\grave{e}}s$ International S.A., Salvatore Ferragamo Group, Giorgio Armani S.p.A. and Compagnie $Financi{\grave{e}}re$ Richemont S.A.. The results showed that luxury brands using art marketing to enhance the competitiveness of the company by combining art and marketing mainly incorporate the following types of art marketing: art foundation and museum, art sponsorship, art collaboration, advertising campaign, exhibition promotion, and flagship stores. In terms of the outcome of art marking by luxury fashion brands, it was found that art marketing facilitates company activities help companies acquire a positive image from revitalizing culture and art, produces increased profits for the companies due to increased product sales as well as expands the marketability of respective companies through company PR and brand promotion, customer satisfaction by providing cultural space, artistic places and new experiences.

• Journal of the Korean Society of Costume
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• v.66 no.2
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• pp.76-89
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• 2016

Because of consistent growth of the outdoor-wear market, many outdoor wear brands have implemented diverse marketing strategies to catch consumers' attentions. This research was started with a purpose of examining sponsorship marketing and its effects on outdoor-wear brands. Future research should be conducted by modifying and supplementing the points that were not considered in this study. The factors used to analyze the effects of sponsorship marketing on outdoor-wear brands were brand attitude and purchase intention, and the study used questionnaires collected from 396 men in the Daegu-Gyeongbuk Province. Analysis of the data was performed using factor analysis, independent sample t-test, ANOVA, and cluster analysis. The study result is as follows. First, there was no difference in sponsorship-marketing attitude, brand attitude, and purchase intention according to the level of information consistency. Second, there was a significant difference in sponsorship-marketing attitude, brand attitude, and purchase intention according to age, income, clothing expenditure, and spending for products. Third, there was no difference in sponsorship-marketing attitude, brand attitude, and purchase intention according to the shopping orientation group.

• Journal of Distribution Science
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• v.15 no.3
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• pp.39-47
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• 2017

Purpose - The purpose of this study is to measure the effect of brand awareness by color marketing to purchase and revisit intentions in Traditional Markets. Research design, data, and methodology - For this study, 5 point Likert-scale was used based on previous research. Used SPSS ver.22, factor analysis and Cronbach's alpha, regression and correlation were tested. 254 samples were used for the analysis. Results - The three attributes of color marketing(symbolism, identifiability, association) exerted significant effects on brand awareness of traditional marketing explained 38.7% of the variance. Thus, , , and were supported. However, was not supported. Conclusions - Colors play important roles in establishing new images in consumers' minds. The visual sense affects emotions and attitudes and most of the visual sense is affected by colors. Colors that we see move people's heart and induce atmospheres thereby greatly affecting humans' physical and mental activities. To increase traditional market brand awareness, it is necessary for traditional markets to display a level of attractiveness through the use of colors and visuals. So to use color marketing in traditional market is very important for brand awareness which can cause purchase and traditional market revisit intension.

• The Research Journal of the Costume Culture
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• v.18 no.5
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• pp.872-891
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• 2010

This study was an exploratory research to classify the types of green fashion marketing of the fashion companies in South Korea and analyse the present cases of each type. To analyse the current cases of green fashion marketing strategies, we researched all sorts of newspapers, magazines, publications of fashion companies, and web sites from 2008 to 2009. As a result, we categorized 5 types of green fashion marketing as follows ; eco-friendly fabrics (natural fabrics, recycled fabrics, biodegradable fabrics), re-use or re-form(reuse after cleaning and/or repairing and reformation through transformation and combination of raw materials), green certifications(ISO 14001, GOTS, OES, etc.), eco-friendly management and operation, and green marketing promotions. Based on the results, we proposed the green marketing strategies for fashion companies to progress toward the proper direction of green marketing. First of all, companies should escape from the narrow view point limited to the product itself. Then they have to focus on developing and execution of sustainable merchandising, manufacturing, logistics, and waste strategies.

• The Research Journal of the Costume Culture
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• v.22 no.2
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• pp.258-272
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• 2014

This study aims at comprehending the characteristics of fashion communications through case study about an art marketing that Prada develops in the field of modern fashion and providing theoretical materials on creativity-based art marketing and communication spread as expression strategy for brand philosophy and personality. For its research method, theoretical study was reviewed about art marketing and Prada's fashion philosophy and then cases on Prada's art marketing were analyzed according to their types. Prada's types in their art marketing are classified into several groups: support of art foundation and artists, differentiation via flagship store, application of image fashion, exhibition project, and cooperative work with different realms. From the above marketing strategies, we can find the values in that the brand image imbedded in enterprises with culture and art was contributable to set up the brand identity, that they were much beneficial to continuous activation for fashion culture and art fields, and that fashion communications of artistic emotion based on challenge and innovation were proposed. This fashion communication in Prada via way of art marketing is not just expression of Prada's luxury fashion brand but willingness to make their unique style from different facades. This also suggests the orientation that modern fashion should look forward to in finding a new way through cooperative relationship with other fields.

• Journal of the Korea Society of Computer and Information
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• v.24 no.8
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• pp.159-166
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• 2019

In this paper, we propose takes network marketing as a starting point for analysis, uses the theory of purchasing behavior and enterprise performance to analyze the network marketing strategy of artistic products, incorporates the practical problems encountered by some artistic products enterprises in Zhejiang Province in network marketing into theoretical research. The theoretical model of network marketing strategy acting on enterprise performance through the intermediary effect of purchasing behavior is constructed. This paper conducted an in-depth survey of three representative core domestic companies engaged in Internet marketing of artistic products, and analyzed the questionnaires of 357 respondents. The initial model was verified by statistical tools such as SPSS and AMOS, and three conclusions were drawn: Firstly, network marketing strategies of different dimensions have different effects on purchasing behavior: pricing strategy and product strategy have significant positive effects on impulse purchasing behavior, but channel strategy has no significant impact on impulse purchasing behavior; Channel strategy and product strategy have a significant positive impact on repeated purchasing behavior, but pricing strategy has no significant impact on repeated purchasing behavior. Second, user purchasing behavior has a significant positive impact on enterprise performance. Third, network marketing strategies of different dimensions have significant direct and positive impact on enterprise performance.

• The Korean Journal of Food & Health Convergence
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• v.7 no.3
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• pp.1-11
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• 2021

Purpose of the research: This study aims to explain the state of marketing using fun among recent popular marketing strategies. Although companies are using various differentiated marketing strategies to gain a competitive edge, among them, fun marketing has constituted the most effective area of interest recently. Research design and methodology: To extract the customer selection attributes of fun marketing, after reviewing the literature, six optional attributes were selected from the factors of fun marketing towards consumers such as funny design, language play, celebrity use, funny taste, how to eat, and newtro (new + retro). Out of 300 questionnaires, 276 were used for analysis, excluding unscrupulous or incomplete questionnaires. The results were reviewed for validity and reliability using SPSS andAMOS, and the hypothesis was verified using structural equation modelling (SEM). Principal results: The results showed that funny design, language play, and newtro statistically significantly affected customer satisfaction, but celebrity use, funny taste, and eating methods had no significant effect. It was also confirmed that satisfaction had a statistically significant effect on repurchase intention. Major conclusions: This study can serve as basic data to enhance the marketing strategy of the food service industry, and it provides theoretical and practical implications.

• Journal of Distribution Science
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• v.21 no.2
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• pp.53-63
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• 2023

Purpose: This study aims to determine the effect of Customer Experience Management (CEM) on the distribution of Marketing Performance mediated by Digital Business Innovation (DBI), Digital Operational Excellence (DOE), and Digital Value Co-Creation (DVC) in Indonesia Information & Technology (IT) industry. Research design, data, and methodology: This research was conducted in two stages, namely exploratory and explanatory on IT companies in Indonesia. The authors took 132 samples using proportionate random sampling method in three groups of companies. Results: The results showed that CEM had no significant positive effect on the distribution of Marketing Performance. CEM has no direct effect on the distribution of Marketing Performance through the mediation of DBI. CEM has direct effect on the distribution of Marketing Performance through the mediation of DOE and DVC. DBI has no significant effect in increasing the distribution of Marketing Performance. However, DOE and DVC have a significant effect in increasing the distribution of Marketing Performance. Conclusion: The distribution of Marketing Performance can be indicated better through CEM through mediation.