• Asia Marketing Journal
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• v.15 no.4
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• pp.131-159
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• 2014

Corporate rebranding has been evident in the qualitative corporate rebranding studies as an imposed organizational change that induces mixed reactions and ambivalent attitudes among consumers. Corporate rebranding for the established and familiar corporate brands leads to more ambivalent attitudes as these companies represent larger targets for disparaging information. Consumers are found to hold both positive and negative reactions toward companies and brands that they are familiar with. Nevertheless, the imposed change assumption and ambivalent attitude, in particular corporate rebranding, have never been widely explored in the quantitative corporate rebranding studies. This paper aims to provide a comprehensive empirical examination of the ambivalence towards rebrandingrebranded brand attitude-purchase intention relationships. The author proposes that corporate rebranding for familiar corporate brands is a double-edged sword that not only raises the expectation for better performance, but also induces conflicted and ambivalent attitudes among consumers. These consumers' ambivalent attitudes are influenced by both the parent brands-related and general attitude factors which further affect their rebranded brand attitude and purchase intention. A total of 156 useable questionnaires were collected from Malaysian working adults; and two established Malaysian airfreight operators were utilized as the focal parent brands. The study found a significant impact of prior parent brand attitudes on ambivalence towards rebranding (ATR). The parent brand attitudes served as anchors in influencing how new information was processed (Mazaheri et al., 2011; Sherif & Hovland, 1961) and closely related to behavioral intention (Prislin & Quellete, 1996). The ambivalent attitudes experienced were higher when individuals held both positive and negative reactions toward the parent brands. Consumers also held higher ambivalent attitudes when they preferred one of the parent brands; while disliked the other brand. The study also found significant relationships between the lead brand and the rebranded brand attitude; and between the partner brands and ATR. The familiar but controversial partner brand contributed significantly to the ambivalent attitudes experienced; while the more established lead brand had significant impact on the rebranded brand attitude. The lead and partner brands, though both familiar, represented different meanings to consumers. The author attributed these results to the prior parent brand attitudes, the skepticism and their general ambivalence toward the corporate rebranding. Both general attitude factors (i.e. skepticism and general ambivalence towards rebranding) were found to have significant positive impacts on ATR. Skeptical individuals questioned the possibility of a successful rebranding (Chang, 2011) and were more careful with their evaluations toward 'too god to be true' or 'made in heaven' pair of companies. The embedded general ambivalent attitudes that people held toward rebranding could be triggered from the associative network by the ambiguous situation (Prislin & Quellete, 1996). In addition, the ambivalent rebranded brand attitude was found to lower down purchase intention, supporting Hanze (2001), Lavine (2001) and van Harreveld et al. (2009)'s studies. Ambivalent individuals were found to prefer delay decision making by choosing around the mid-ranged points in 'willingness to buy' scale. The study provides several marketing implications. Ambivalence management is proven to be important to corporate rebranding to minimize the ambivalent attitudes experienced. This could be done by carefully controlling the parent brands-related and general attitude factors. The high ambivalent individuals are less confident with their own conflicted attitudes and are motivated to get rid of the psychological discomfort caused by these conflicted attitudes (Bell & Esses, 2002; Lau-Gesk, 2005; van Harreveld et al., 2009). They tend to process information more deeply (Jonas et al., 1997; Maio et al., 2000; Wood et al., 1985) and pay more attention to message that provides convincible arguments. Providing strong, favorable and convincible message is hence effective in alleviating consumers' ambivalent attitudes. In addition, brand name heuristic could be utilized because the rebranding strategy sends important signal to consumers about the changes that happen or going to happen. The ambivalent individuals will pay attention to both brand name heuristic and rebranding message in their effort to alleviate the psychological discomfort caused by ambivalent attitudes. The findings also provide insights to Malaysian and airline operators for a better planning and implementation of corporate rebranding exercise.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.10 no.5
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• pp.137-150
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• 2015

This study investigated the influence of Entrepreneurship, Start-up Competency on Entrepreneurial Satisfaction and the moderating effect of Flow experience. The goal of this investigation is to empirically prove that despite the benefits of educational and financial support, mentoring and consulting which selected applicants received as a part of supporting business for start-up companies provided by national and local government and public organizations, there is a gap between individual entrepreneurs' satisfaction after actual foundation of the company. For the purpose of this investigation, data was collected through a survey with 320 entrepreneurs who were beneficiaries of government's supporting business for start-up companies and have founded their companies less than 5 years ago. For entrepreneurship variables, three factors of innovativeness, proactiveness and risk-taking were reviewed, and also reviewed the three variables network capability, market orientation and marketing capacity as Start-up competency. The collected data was used to perform a multiple regression analysis, and the moderating effect of flow experience was analysed using moderated regression analysis. The result of analysis shows that innovativeness, proactiveness and risk-taking of entrepreneurship positively affected the entrepreneurial satisfaction, and network capability, market orientation and marketing capability also positively affected the entrepreneurial satisfaction. As a result of analysing the moderating effect of flow experience, it appeared that there is a positive moderating effect between entrepreneurship, start-up competency, and the entrepreneurial satisfaction. This result concludes that evaluation items of entrepreneurship and start-up competency as applicant selecting criteria in supporting business for start-up companies, are valid. It is also concluded that start-up supports such as education, funds and consulting are also important, but it is necessary to make changes such as construction of start-up ecosystem and reinforcement of networking support, so that entrepreneurs can have the flow experience themselves in the process after founding a company.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.15 no.6
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• pp.95-114
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• 2020

This paper, a meta-analysis of the effect of the start-up support policy on the start-up performance was conducted to examine the effect of the start-up support policy on the start-up performance of beneficiary companies and to provide theoretical and practical implications to support organizations and practitioners. To this end, 35 papers containing the correlation coefficient, which is a positive statistical value, were selected from the previous studies in academic journals and dissertations published in Korea from 2007 to 2020. In the preceding study of the start-up support policy, the independent variables include funding, education support, facility/equipment support, network support, mentoring support, consulting support, marketing support, management support, technical support, manpower support, and finance as a dependent variable. The effect size of the impact on aptitude and non-financial performance was reviewed. The pattern of the effect size was presented as a forest plot for easy visual understanding, and outliers were verified through sensitivity analysis for small-study-effect data with publication convenience. As a result of analyzing the effect size of the government-supported policy, it was verified that the effect size was generally medium or higher, affecting the entrepreneurial performance. Among the independent variables, the factor that has the greatest effect on startup performance is manpower support, followed by technical support, marketing support, management support, facility/equipment support, education support, mentoring support, funding, network support, and consulting support. It was analyzed that the effect size was large in order. As the 「Small and Medium Business Startup Support Act」 was recently reorganized from the manufacturing industry to digital transformation and smartization on October 8, 2020, the start-up support policy should consider the start-up stage and verify the priorities to organize the budget.

• Asia Marketing Journal
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• v.13 no.1
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• pp.51-84
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• 2011

It seems essential to examine the factors that may affect relationship commitment of subcontractors to parent companies in the industrial market in Korea in an effort to construct a win-win-type cooperative network among them. Lots of studies have been focusing on the consumer goods market. Relatively few studies have been focused on industrial market. In the industrial goods market subcontractors used to sell their parts or services only to a small number of parent companies in a large quantity, resulting in decisive control of subcontractors over the quality of parent companies' finished goods. This is why relationship between subcontractors and parent companies is extremely important. From this viewpoint, this study aims to survey and analyze empirically the paths leading to relationship commitment of subcontractors toward the parent companies which are required to incite them to build up a collaborative network by means of subcontractors' entrepreneurship. For this aim, market orientation effects of entrepreneurship as well as factors of performance and trust are particularly set forth as the bases of developing hypotheses in this study in order to explore the paths from entrepreneurship to relationship commitment as follows. First, the path of entrepreneurship-market orientation-communication-trust- relationship commitment; second, the path of entrepreneurship-market orientation-performance-relationship commitment; third, the path of entrepreneurship-market orientation-transaction specific asset investment -trust-relationship commitment; and fourth, the path in which the entrepreneurship is expected to promote direct transaction specific asset investment by parent companies to induce their trust and, eventually, relationship commitment of subcontractors. The outcomes of the empirical analysis in this study may be summed up as follows: First, the conclusions of preceding studies are also supported here by the fact that the entrepreneurship of subcontractors promotes their market orientation (hypothesis 9), indicating that the entrepreneurship can facilitate collection, proliferation of and response to market informations. On the contrary, however, the assumption that the entrepreneurship of subcontractors might directly accelerate transaction specific asset investment by parent companies (hypothesis 8) is rejected. Second, although the influence of subcontractors' entrepreneurship on parent companies' investment of assets peculiar to their transactions is not affirmed, the assumption is found to be supported that subcontractors' market orientation would expedite the parent companies' investment of assets peculiar to their transactions. Moreover, it is also confirmed that parent companies' investment of assets peculiar to transactions would promote subcontractors' trust toward the parent companies (hypothesis 6), signifying that parent companies may level up their trust in subcontractors when they make great amount of efforts to invest in the assets peculiar to transactions, not behaving opportunistically, Third, the hypotheses 4 and 5 also turn out to be supported by the analysis as the former assumes that market orientation could promote communication and the latter relates that the communication between subcontractors and parent companies would prompt trust, both results in affirming that market orientation could introduce open communication to speed up sharing of information and that sharing of information by way of communication might give an impetus to trust. Fourth, the assumption that subcontractors' market orientation would expedite performance (hypothesis 3) is also proved favorably to the significant level equivalent to that of preceding studies. Fifth, same as preceding studies, it is also verified in this study that the benefit (outcomes) awarded by parent companies to subcontractors will be a direct cause exercising a positive impact upon relationship commitment(hypothesis 2) and that the trust of subcontractors toward parent companies may have affirmative influence on the relationship commitment(hypothesis 1). Overall, the first, second and third paths are identified as being supported by the hypotheses among constituent factors, while the fourth path is deemed meaningless since it is shown that the entrepreneurship exercises no effects on parent companies' investment in the assets peculiar to transactions.

• Journal of Digital Convergence
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• v.13 no.11
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• pp.63-70
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• 2015

The fierce competition of mobile messenger services (MMS) allows MMS providers to perform a variety of marketing campaigns and business activities to enhance user loyalty. The applied model in this study is based on Oliver's four-stage loyalty model for the formation processes of user loyalty about MMS. While social network formation and service quality are the key elements of cognitive loyalty, positive mood and negative mood are the key components of affective loyalty in the study. Conative loyalty is captured by commitment. The data of 249 KakaoTalk users at least five times for three months is empirically tested based on the research model using partial least squares. The analysis of test identifies that positive feeling and commitment significantly influences behavioral loyalty, whereas negative feeling plays a significant role in inhibiting behavioral loyalty. The findings of this study show that social network formation and service quality significantly affect only positive feeling. The analysis results reveal several insights that can help MMS managers understand the roles of cognitive, affective, conative, and behavioral loyalty in the MMS environment.

• Journal of Internet Computing and Services
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• v.21 no.4
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• pp.97-107
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• 2020

This study aims to conduct a comprehensive meta-study from the perspective of content analysis to explore trends in Korean academic research on the sharing economy by using the big data analytics. Comprehensive meta-analysis methodology can examine the entire set of research results historically and wholly to illuminate the tendency or properties of the overall research trend. Academic research related to the sharing economy first appeared in the year in which Professor Lawrence Lessig introduced the concept of the sharing economy to the world in 2008, but research began in earnest in 2013. In particular, between 2006 and 2008, research improved dramatically. In order to grasp the overall flow of domestic academic research of trends, 8 years of papers from 2013 to the present have been selected as target analysis papers, focusing on titles, keywords, and abstracts using database of electronic journals. Big data analysis was performed in the order of cleaning, analysis, and visualization of the collected data to derive research trends and insights by year and type of literature. We used Python3.7 and Textom analysis tools for data preprocessing, text mining, and metrics frequency analysis for key word extraction, and N-gram chart, centrality and social network analysis and CONCOR clustering visualization based on UCINET6/NetDraw, Textom program, the keywords clustered into 8 groups were used to derive the typologies of each research trend. The outcomes of this study will provide useful theoretical insights and guideline to future studies.

• Journal of the Korea Convergence Society
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• v.11 no.6
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• pp.145-151
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• 2020

'Hansik', or Korean cuisine is one of Korea national brands. To understand the domestic consumer awareness of Korean cuisine, data was gathered under the keyword search, 'Hansik.' Textom 3.5 was used to gather data from blogs, news media found on Naver from November 1, 2018, to October 31, 2019. The results from frequency and TF-IDF analysis indicate that the 'buffet' had the largest proportion in terms of consumer awareness to Hansik. Also, broadcasting contents starring star chefs had a great influence. The Hansik awareness did not remain in the domains of its traditionality, but also branched into extents into areas such as fusional and gourmet cuisine. UCINET6 and NetDraw were used to conduct CONCOR analysis. Four cluster formations have been found; various food cultural cluster, high-end restaurant cluster referring to aired restaurants on media, Hansik brand cluster, and Hansik buffet cluster. This study proposes presenting a various menu of Hansik which use a multiple number of ingredients. Also, a promotion that introduces fine Hansik and a development of marketing views and media contents about the convenient HMRs make the associated imagery of Hansik to be strengthen.

• The KIPS Transactions:PartD
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• v.12D no.3 s.99
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• pp.461-470
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• 2005

This paper suggests a new policy for consolidating a company's profits by segregating the clients using the contents service and allocating the media server's resources distinctively by clusters using the cluster analysis method of CRM, which is mainly applied to marketing. In this case, CRM refers to the strategy of consolidating a company's profits by efficiently managing the clients, providing them with a more effective, personalized service, and managing the resources more effectively. For the realization of a new service policy, this paper analyzes the level of contribution $vis-\acute{a}-vis$ the clients' service pattern (total number of visits to the homepage, service type, service usage period, total payment, average service period, service charge per homepage visit) and profits through the cluster analysis of clients' data applying the K-Means Method. Clients were grouped into 4 clusters according to the contribution level in terms of profits. Likewise, the CRFA (Client Request Filtering algorithm) was suggested per cluster to allocate media server resources. CRFA issues approval within the resource limit of the cluster where the client belongs. In addition, to evaluate the efficiency of CRFA within the Client/Server environment the acceptance rate per class was determined, and an evaluation experiment on network traffic was conducted before and after applying CRFA. The results of the experiments showed that the application of CRFA led to the decrease in network expenses and growth of the acceptance rate of clients belonging to the cluster as well as the significant increase in the profits of the company.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.11 no.3
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• pp.896-905
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• 2010

The sensor networks can be used attractively for various application areas. Time synchronization is important for any Ubiquitous Sensor Networks (USN) systems. USN makes extensive use of synchronized time in many contexts for data fusion. However existing time synchronization protocols are available only for homogeneous sensor nodes of USN. It needs to be extended or redesigned in order to apply to the USN with heterogeneous sensor nodes. Because heterogeneous sensor nodes have different clock sources with the SinkNode of USN, it is impossible to be synchronized global time. In addition, energy efficiency is one of the most significant factors to influence the design of sensor networks, as sensor nodes are limited in power, computational capacity, and memory. In this paper, we propose specific time synchronization based on master-slave topology for the global time synchronization of USN with heterogeneous sensor nodes. The time synchronization master nodes are always able to be synchronized with the SinkNode. Then time synchronization master nodes enable time synchronization slave nodes to be synchronized sleep periods. The proposed master-slave time synchronization for heterogeneous sensor nodes of USN is also helpful for power saving by maintaining maximum sleep time.

• International Journal of Computer Science & Network Security
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• v.21 no.12spc
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• pp.459-462
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• 2021

The article examines the main problems of land market formation in Ukraine. The article is devoted to the study of problems and prospects of land market introduction after the abolition of the ban on alienation. The advantages and disadvantages of lifting the moratorium on the purchase and sale of agricultural land are highlighted. The experience of such European countries as France, Germany, Latvia, Romania and Poland in regulating the market of agricultural lands is analyzed. The historical stages of market formation, features of state policy in this area are considered. The authors found that in these countries the market for agricultural land is well developed and works effectively, which has positive consequences for the economy of these countries. After analyzing the experience, we identified common elements of an effective mechanism for regulating the land market in European countries, which can be implemented in Ukraine. It is emphasized that after the opening of the land market it is necessary to prevent the concentration of a large number of agricultural lands in the hands of one person or close persons and it is necessary to create an effective supervisory body, whose main functions will be supervising sales prevention of speculation in the land market. Emphasis is placed on the need to improve legislation in the field of land, organizational and informational conditions for land reform. The Law of Ukraine "On Amendments to Certain Legislative Acts of Ukraine Concerning the Circulation of Agricultural Land" was analyzed, the adoption of which put an end to the systematic extension of the moratorium on the sale of agricultural land. The positive aspects of such reservations are noted, such as the gradual introduction of the land market, quantitative restrictions, the lower limit of the value equivalent, which can not be less than the normative monetary value. At the same time, the problem is that the lack of an imperative norm on termination of the lease agreement in case of refusal of the lessee to purchase such land at a price not lower than expert assessment, will negatively affect its price formation and actually make the landlord hostage.