• The Korean Journal of Food & Health Convergence
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• v.10 no.2
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• pp.1-5
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• 2024

This study aims to investigate the impact of character collaboration product characteristics on brand awareness and purchase intention within the food and beverage (F&B) industry, with a special focus on Generation MZ's growing interest in such products. The methodology involves a comprehensive review of existing literature on character marketing, brand awareness, and consumer purchase intention, supplemented by case studies of successful character collaborations in the F&B sector. The findings reveal that character collaborations significantly impact brand awareness and purchase intentions, particularly among younger consumers like Generation MZ. These collaborations not only rekindle nostalgia but also introduce new and exciting consumer experiences, effectively attracting a wide demographic. The success of character-themed products, from Pokémon bread to Coca-Cola's League of Legends collaboration, underscores the strategy's effectiveness in boosting brand recognition and consumer engagement. The implications of this research are manifold for the F&B industry. Firstly, it highlights the importance of leveraging popular characters to forge emotional connections with consumers. Secondly, it suggests that product development should closely align with consumer preferences and market trends to maximize appeal. Lastly, it positions character collaboration as a strategic marketing tool that not only enhances product sales but also strengthens brand loyalty and facilitates sustained brand growth.

• Journal of the Korean Society of Clothing and Textiles
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• v.40 no.4
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• pp.763-774
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• 2016

Companies have recently become interested in the importance of long-term relationships with customers because business-based marketing ideas of the past have evolved into long-term relationship-based marketing. Establishing a relationship with customers to a company is not a simple method to form a market of consumers and provider; it is now understood as an important factor directly connected to the survival of a company. This study is to help Korean fashion brands in China build an efficient strategy for sales promotion and loyal customers through the analysis of the effect of familiarity with Korean fashion brands on satisfaction and brand loyalty in a rapidly growing Chinese fashion market. An online questionnaire covering Korean fashion brands in China was completed by 377 Chinese male and female customers aged 20 to 39 years old from March 20 to March 27, 2014. Data analysis was performed by factor analysis and path analysis using SPSS 20.0 and AMOS. Both direct experiences and indirect experiences influenced brand familiarity. It showed that brand familiarity had a significant direct effect and an indirect effect through satisfaction on brand loyalty. A competitive advantage in the present Chinese fashion market requires that loyalty builds and that brand loyalty increases by creating a long-term relationship with customers when familiarity about the brand is induced.

• Journal of the Korean Society of Costume
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• v.61 no.6
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• pp.131-145
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• 2011

The purpose of this study is to provide preliminary data on strategies to create a domestic prestige brand based on Korean traditional designs. This study also deals with how to promote this brand around the world. The two points mentioned above will be accomplished by examining the characteristics of the brand '3.1 Phillip Lim' which succeeded in both design and marketing during a short period of time. The method of the study will be followed. Firstly, the basic design and philosophical background of Phillip Lim was investigated, after reviewing the global luxury market and current status of overseas expansion of Korean designers through paper study and antecedent workups. Secondly, for the practical stage, design characteristics and marketing strategies were reviewed with the collections of '3.1 Phillip Lim'. Three factors found in '3.1 Phillip Lim's design success are as follows: First, practical and simple designs using fabrics of high quality. Second, handcraft elements and interesting details that differentiates his design identity. Third, femininity expressed in the feminine silhouette and color. The marketing elements that made '3.1 Phillip Lim' as a successful brand are: First, differentiated positioning as a luxurious contemporary brand. Second, brand promotion through various collaborations. Third, the gradual expansion of women's, men's, kids' apparel to accessory, lingerie and the stable flagship stores. Thus, '3.1 Phillip Lim' has combined modern and classic styles using high quality fabrics and practical designs with unique details. Through it's differentiated marketing strategy targeting New York's market, which prefers popular 'luxury contemporary brand's rather than high-end luxury brands, this brand's creativity and commercial aspects contributed to make '3.1 Phillip Lim' into a luxury brand that represents New York fashion. Korean designers who seek to enter the global fashion industry should consider applying Korean traditional designs on global designs to make favorable products and localize these products according to regional characteristics.

• Journal of Distribution Research
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• v.12 no.4
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• pp.109-125
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• 2007

Even though private brands have low cost advantages to national brands, consumers perceive the qualities of private brands lower than the qualities of national brands. To overcome such perceptions of consumers, alliances between private brands and national brands should be tried. This study investigates the effects of consumers' attitude for private brands and national brands on the evaluation of brand alliance between private and national brands, especially when national brands are used as ingredient brands of the private brand. We also study the moderating effects of consumers' price sensitivity and quality sensitivity on this brand alliance evaluation. Additionally, we try to provide some guidelines for successful brand alliances between private and national brands.

• Journal of Service Research and Studies
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• v.8 no.1
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• pp.13-26
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• 2018

Most product consists of various national components, and brand strategy using nationality images is prevalent in marketing field. Country of origin is meaningful consideration for decision making. The purpose is that how consumer evaluate the global brand depending on two-sided dimension of country of origin. This research aims to examine the interaction effect of two-sided country of origin and moderating effect of global identity. In study 1, two-way interaction effect of origin of brand and origin of production was significant with social prestige. In study 2, there-way ANOVA provided marginally significant main effect of origin of brand and global identity. Two-way interaction effect of origin of brand and production was significant with social prestige. Also two-way interaction effect origin of brand and global identity was significant with innovation and social responsibility. Three-way interaction of origin of brand, origin of production, and global identity was significant with social responsibility, this approved moderating effect of global identity. Results contribute to understanding global brands strategy using country of origin effect, and to adding new knowledge to the country of origin literature. Academic and practical implications, limitations, and future research directions were discussed.

• Journal of Global Scholars of Marketing Science
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• v.19 no.1
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• pp.47-58
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• 2009

The marketing environment has become competitive to an extent that requires firms to target their products at markets that span national boundaries. However, competitive clout cannot be achieved in global consumer markets unless firms thoroughly understand and adequately respond to the core values and needs of those consumers. Brand equity is one of the most important assets to a company. Especially in sportswear markets, brand equity is the crucial value added to a product by its brand name. Factors such as country of origin also influence customer's attitude towards brand equity. Therefore, this paper discusses the relationship between country of origin effect and brand equity, and how they influence consumers' loyalty for respective brands. This paper focused on the sports shoes market, because it is an increasing area of opportunity for world manufacturers. The objectives of this study were the following. (1) Test the effect of country of origin on brand equity. (2) Test how brand equity influences consumers' brand loyalty. (3) Find whether there are differences in the effects of country of origin and brand equity among the three countries. (4) Find whether there are differences in the effects of country of origin and brand equity among the different lifestyles. Based on the review of literature results, the hypotheses are concluded as the following: H1-a: Country image has positive influence on country of origin. H1-b: Product perception has positive influence on country of origin. H2-a: Perceived quality has positive effect on brand equity. H2-b: Perceived price has positive effect on brand equity. H3: Country of origin has positive effect on brand equity. H4: Brand equity has a positive impact on brand loyalty. Research model was constructed (see Fig. 1). After data analysis, the following results were concluded: sports shoes purchase behavior showed significant differences among Korean, Chinese, and American consumers for favorite brand, purchased brand, purchased place, information usage, and favorite sports games. The results of this study also extend the research of the relationship among country of origin, brand equity and brand loyalty to the sports shoes market. Brand equity was proven to have a significant relationship with brand loyalty for all countries. The factors which can influence brand equity are different for different countries. The third finding of this paper is that we identified different three lifestyles, adventurer, follower, and laggard, for Korean, Chinese and American consumers. Without the nationality boundary, seeing the emergence of a new group of consumers who have similar preferences and buy similar brands is more important. All of the consumers consider brand equity to keep their brand loyalty. Perceived price is the only factor which can influence brand equity for adventurers; brand is more important for them. The laggards were not influenced by any factor. All of the factors expect perceived price are important for the followers. Marketing managers should consider brand equity when introducing their brand into a new market. Also localization is the basic strategy that all the sports shoes companies should understand. But as a global brand, understanding the same characteristics for each country is more important to build global strategy.

• Journal of Global Scholars of Marketing Science
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• v.9
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• pp.175-188
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• 2002

The objectives of this study are to develop and test a research model specifying the relationship between brand loyalty and sales of rice brands and to provide insight on establishing a marketing strategy for rice brands in South Korea. Results indicate that the information source a consumer relies upon is related to brand loyalty in the rice category. Second, consumers who are highly involved with the product category tend to be more brand loyal. Third, demographic of purchasing behavior are positively related to rice brand loyalty. Fourth, demographic characteristics can partially explain differences in rice brand loyalty. Finally, rice brand loyalty was positively related to consumer satisfaction.

• Proceedings of the Korean Society of Computer Information Conference
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• 2015.07a
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• pp.335-336
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• 2015

현대는 브랜드의 시대이다. 애플 브랜드는 1,453억 달러라는 천문학적인 가치를 가지고 있으며, 코카콜라 브랜드는 수십년에 걸쳐 세계적인 브랜드로 자리매김하고 있다. 이와 같이 글로벌 경쟁 시대에는 브랜드가 기업의 생존을 좌우한다. 기업의 경쟁력은 인지도가 높은 파워 브랜드를 얼마나 많이 가졌는가에 따라 판가름나고 있다. 소비자의 마음을 사로잡는 강력한 브랜드는 기업의 수익 창출을 보장하는 소중한 자산이다. 시장을 지배하는 강력한 브랜드를 육성하는 것은 이제 모든 기업의 미래를 좌우할 정도로 중요한 핵심 과제가 되고 있다. 본 논문에서는 이와같은 브랜드 가치를 디자인이라는 관점에서 보다 효율적으로 생성하고 관리할 수 있는 브랜드 경영을 위한 웹 기반의 컨설팅 서비스를 제안한다.

• 한국생활과학회:학술대회논문집
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• 2009.05a
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• pp.149-150
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• 2009

• International Journal of Advanced Culture Technology
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• v.6 no.3
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• pp.88-97
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• 2018

As the trade among the countries increases, domestic agriculture is facing a crisis. Especially domestic rice industry is suffering from the rice market opening problem and the domestic rice industry itself. As a counter measure against this, despite the promotion of the rice processing food industry, the export of rice processed food has decreased by an average annual rate of 12.3% since 2011 due to the lack of customized export strategy, such as low price competitiveness, insufficient quality and brand management. As a measure, we selected indicators to prioritize establishment of export strategy of rice processed food business and used AHP methodology to draw the weight for each indicators. The selection of export strategy prioritization indicator was based on the marketing mix theory, various previous research reviews and expert consulting. Five higher level indicators and nineteen detailed indicators were derived, and a weighted value of them was analyzed using a professional package. As a result, the relative importance of higher level indicators was 45.5% for product differentiation, 18.4% for management competence, 13.0% for export infrastructure, 12.0% for product pricing, and 11.1% for product distribution. The relative importance of the lower level indicators was 17.3% for product safety, 15.3% for product quality, 9.1% for management expertise, and 7.0% for product brand. This result is expected to be used as export strategy indicators of rice processed food export business.