• 정보학연구
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• 제5권3호
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• pp.181-195
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• 2002

인터넷상에서 롱런을 하기 위한 브랜드 관리 전략에는 다양한 내용이 있다. 인터넷 브랜드, 닷컴(.com) 브랜드, 넷(Net) 브랜드, 온라인(On-line) 브랜드, 최근 미국 유명 경영지에 화두로 떠오르는 단어들이다. 인터넷에서도 브랜드가 중요해지고 있다는 것을 의미한다. 더구나 인터넷기업 주가의 거품론이 확산되고 있는 시점에서 강력한 브랜드의 중요성은 더욱 커져 간다고 본다.

• 한국조사연구학회지:조사연구
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• 제4권1호
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• pp.49-71
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• 2003

본 연구의 목적은 인터넷 자료를 활용하여 브랜드가치를 평가하는 새로운 접근방법으로 브랜드 파워를 산출해 봄으로써 인터넷상에서 수집된 자료의 활용 방안을 검토해 보는 것이다. 브랜드파워 평가에 필요한 자료로 인터넷 사이트의 브랜드주가 자료와 인터넷조사 자료를 이용하였다. 브랜드주가 자료와 실증시의 주가 자료와의 상관관계를 검토하여 인터넷 자료의 활용가능성을 확인하였고, 인터넷조사의 결과를 결합하여 상대적 개념으로 평가하는 브랜드가치 평가방법을 제안하였다.

• 한국정보시스템학회지:정보시스템연구
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• 제25권1호
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• pp.183-200
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• 2016

목적 많은 사용자들이 스마트폰을 바꾸고 있지만 대부분의 경우 새로운 스마트폰으로 바꾸는 대신 기존에 가지고 있는 스마트폰을 계속 사용하려는 경향이 있다. 브랜드 충성도와 전환비용은 기존의 스마트폰을 계속 사용하는 경향을 결정하는 요인이다. 다음과 같은 연구문제를 제기한다. "새로운 스마트폰을 구매하는데 있어서 브랜드 충성도와 전환비용의 역할은 무엇인가?" 방법론 기존 브랜드를 계속 사용하려는 경향을 고려하여 새로운 스마트폰 구매의도를 설명하기 위한 여섯 개의 가설을 제안했다. 연구모형은 177명의 대학생을 대상으로 LG의 G4 스마트폰을 구매의도에 대해 실증적 검증을 하였다. PLS에 의해 자료 분석을 한 결과 모든 가설이 통계적으로 지지받았다. 결과 첫째, 기존 스마트폰에 대한 브랜드 충성도와 전환비용은 새로운 스마트폰 구매에 영향을 미친다. 둘째, 브랜드 충성도는 전환비용과 상대적 이점의 관계에서 조절변수 역할을 한다. 셋째, 지각된 심미성과 가격 가치도 스마트폰 구매에 영향을 미친다.

• 산경연구논집
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• 제14권10호
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• pp.11-22
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• 2023

Purpose: This study aims to investigate how brand-related user-generated content (UGC) influences consumers' brand attitude and behavioral intention in the context of the Metaverse, and the mediating role of virtual brand experience, perceived information usefulness, perceived interactivity, and attitude toward advertising. Research design, data and methodology: The study was conducted using a survey with 239 questionnaires from frequent social media users in China and hypothesis testing through AMOS 26.0 structural equation modeling. Results: The findings suggest that (1) brand-related UGC positively influences brand attitude and behavioral intention through virtual brand experience, perceived information usefulness, perceived interactivity, and attitude toward advertising. (2) The study identified the fully-mediated effects of virtual brand experience, perceived information usefulness, perceived interactivity, and attitude toward advertising in the impact of brand-related UGC on brand attitude and behavioral intention. (3) The mediating pathway with the most significant impact on behavioral intention was the virtual brand experience and attitude toward the advertising, followed by the effect of the virtual brand experience, perceived information usefulness, and perceived interactivity on brand attitude. Conclusions: This study presents UGC as a new type of digital promotion that can positively impact the effectiveness of brand advertising in the Metaverse.

• 한국경영과학회지
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• 제39권2호
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• pp.97-109
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• 2014

This paper considers a reverse supply chain with simultaneous recovery of used products and manufacturing of brand-new ones. Recovered products are downgraded and have to be sold in a market different from that of brand-new products at a different price. In case of a shortage of recovered product inventory, a brand-new item, if available, can be offered at the price of a recovered product. In other words, one-way demand substitution is allowed. We address the joint decision of when to manufacture brand-new product, when to recover returned product, and how to control demand substitution to maximize the hybrid production system's profits. To this end, we propose a Markov decision Process model and investigate the structure of the optimal policy. Performance comparison is numerically implemented between the models with and without downward demand substitution option under different operating conditions of the system parameters.

• Asia Marketing Journal
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• 제17권3호
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• pp.73-103
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• 2015

According to Resource Dependence theory, an organization's behavior and strategy is affected by external resources. An organization has diverse resources interacting with environment. Because organization cannot focus on all those resources, it concentrates on its critical resources. In market environment, firm responds to other firms by controlling their internal critical resources or manages interdependency with environment to get market share. Thus Firm should choose best behavior and strategy when internal and external resources are change. When new brand enters, incumbents might change their strategy to protect their market share depending on critical value. More precisely, incumbents sharing market with entrant respond, but incumbents having competitive internal resources do not. In this article, we study incumbent's responses to a new brand entry and long-term effect. We show that how incumbents change their price strategy in reaction to the new brand' entry and also show these responses vary depending on interdependency of internal resources and external environments and ownership.

• 한국식생활문화학회지
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• 제20권2호
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• pp.261-272
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• 2005

The color and its coordination should intensify the customer's memory and awareness in a brand website, through the consistent communication strategy by which a variety of brand identification in the offline could be expressed efficiently. We evaluated top 5 brand-valuable family restaurants in this study, how they made the best use of the website as a new communication channel, and how they constructed the brand identification by the coloring of a website. We found out that they employed colors with a dynamic and lilting feelings matching the concept of a family restaurant. In addition, A color scheme was well designed for the specific character of a brand, though web-safe colors were seldom employed. This report can be a guide to a corporation for the color and its coordination in the website, when existing brand images need to be intensified and enhanced, or when a new brand image need to be constructed.

• 웰빙융합연구
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• 제3권1호
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• pp.33-38
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• 2020

In Korea, where the residential environment of well-being has been especially developed, marketing using well-being brands has been actively carried out, and more recently, there has been a growing interest in the well-being brand experience and the correct understanding of consumers' perceptions and attitudes. This study was intended to reveal that the experience of well-being brands increases the attitude and confidence of brands, and consequently positively acts on the intention and loyalty of purchasing them. First of all, the well-being brand experience not only works positively on brand trust and attitude, but also raises the intention of buying again. Second, well-being brand trust is showing a positive effect on brand attitudes and intent to buy back. Third, the well-being brand attitude turned out to have a positive effect on the intention of repurchase. Unlike conventional well-being brand-related research, this study focuses on brand experience, so it provides a new understanding of well-being brand experience and consumer psychology and behavior in well-being brand marketing. Thus, adding a new perspective to existing well-being brand research, the company's perspective provides practical implications that should be considered for successful well-being marketing.

• International journal of advanced smart convergence
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• 제10권4호
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• pp.38-44
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• 2021

The purpose of this study is to investigate the structural relationship among brand dependence, brand attitude, brand satisfaction and repurchase intention of online golf goods consumers. To achieve the purpose of this study, a survey was conducted on consumers who had experience in purchasing golf goods online by visiting golf driving ranges in Seoul and Kyeonggi area. A total of 200 people were surveyed and 197 data were used for the final data processing. SPSS 23 and AMOS 23 were used for data processing. We obtained the following results. First, brand dependence had a positive effect on brand attitude, but it did not have a significant effect on repurchase intention.Second, brand attitude had a positive effect on brand satisfaction and repurchase intention; third, brand satisfaction had a positive effect on repurchase intentionFirst, face has been shown to have a significant impact on symbolic consumption propensity. Second, symbolic consumption tendencies have a significant impact on product satisfaction and intention to purchase new products. Third, product satisfaction has been shown to have a negative impact on the intention of purchasing new products.

• Asia Marketing Journal
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• 제15권3호
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• pp.117-139
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• 2013

Research on purchase intention had showed remarkable progress in contributing to the theory of consumer behavior. Despite the popularity of academic discussions on various issues influencing purchase intention, the mediating role of brand recall and brand attitude on purchase intention, in particular advergames, has not yet been well explored, especially in developing economies such as Malaysia. Furthermore, the influence of self-brand congruity, entertainment and brand placement acceptance as antecedents to brand recall and brand attitude are expected to add value to the brand recall, brand attitude and purchase intention relationships. This paper aims to investigate the impact of the mediating role of brand recall and brand attitude on purchase intention in advergames among Malaysian gamers. The antecedents towards brand recall and brand attitude are also examined to measure their influence on purchase intention. A total of 350 Malaysian gamers were interviewed through online survey in this study. The results showed that brand recall and brand attitude mediate the relationship between self-brand congruity, entertainment and brand placement acceptance with purchase intention. Also, entertainment and brand placement acceptance were found to have a significant relationship with brand recall. As expected, brand recall and brand attitude showed a positive relationship with consumer purchase intention in advergames. It was found that self-brand congruity has a significant influence on brand attitude and purchase intention. When users see the brand which matches with them, they tend to act positively toward the brand exposed in the game. This is consistent with Escalas and Bettman (2005) who suggested that the greater the congruity, the more positive the consumer's attitude toward the brand in question. This leads to game usage and purchase (Davis and Lang, 2013). In the advergaming context, the entertainment value in advergames is very important to determine the level of enjoyment and pleasure experienced by gamers during game-playing. Therefore, the more entertaining the ads, the more it will be remembered and the greater the positive behavior of the consumer towards the advergames - this ultimately stimulates their intention to purchase the brand. This study shows the effect of brand placement on brand recall and brand attitude and also purchase intention. Brand placements might not work in games due to the interactivity involved in game-playing as people could be distracted from noticing the brand placements (Yang et al., 2006). However, the significant influence of brand placements found in this study may provide major promise for advertisers. Game players may or may not explicitly remember the brands they see in the games, but these placements may influence their brand recall and brand attitude and could therefore influence later decisions (Yang et al., 2006). In this study, it was found that self-brand congruity was not significantly related with brand recall. The reason for this could be attributed to the fact that this study examined gamers who are highly involved in the interactive medium of games which force them to focus on game play rather than advertisements; the level of recognition to remember the brand exposed in the game is low and contributes to the "mismatch" between the gamers and the said brand. The present study contributes to the existing literature of the antecedents of brand recall and brand attitude in advergames. This study contributes to the role of brand recall and brand attitude as mediators in purchase behavior theory. Academically, the relationship between brand recall and brand attitude is well known in advergaming research, but their impact as important mediators on purchase intention add new understanding in the interactive communication literature. Their mediating role may provide new insights on how they facilitate the effects of self-brand congruity, entertainment and brand placement on purchase intention. Besides that, the studies on the influence of self-brand congruity on brand recall and brand attitude and also consumer intention to purchase had not well-investigated in advergames. This study contributes to fill those gaps in advergames literature. For practitioners, this study could suggest the use of illustrative or demonstrative placements of new products to help customers remember new brands, and the use of associative placements for existing products to increase consumers' purchase intention (Ho et al., 2011). To advertisers, this study may provide useful information to improve their current advertising strategies in games, for instance, by considering game players' congruity, entertainment value and brand placement factors.