• Journal of East Asia Management
• /
• v.1 no.1
• /
• pp.65-87
• /
• 2020

In recent years, with the rapid development of network live streaming, with the popularization of mobile Internet and mobile terminal equipment, the live streaming industry has ushered in great development. A sudden outbreak of the COVID-19 makes the PC end live streaming which has been developed for many years enter a new era, giving birth to the rapid development of mobile end live streaming. Not only because of the expansion of the live streaming industry market, the rise of the trend of the national live streaming, but also because the mobile live streaming is more and more valued by the brand, becoming an important tool for brand communication and product promotion. It is because of its unique communication characteristics that some scholars believe that the era of precision marketing has been opened by live network. Mobile live from the initial fans to reward and promote the brand, to now in the form of live marketing, consumers can "buy while watching". The time period from the understanding of the goods to the final completion of the purchase behavior has been greatly shortened. It is conducive to improving sales volume and brand awareness. Marketing communication through mobile live platform has become a popular way of brand marketing. This paper mainly studies the current situation, methods, problems and development strategies of brand marketing activities with the help of live streaming platform under the background of mobile internet. Taking Tmall live streaming platform as an example, this paper analyzes several ways of brand marketing with the help of live streaming and some universal characteristics of live streaming marketing by using the relevant theories of marketing. In view of the problems existing in live streaming brand marketing, it puts forward relevant Improvement measures. First of all, the paper puts forward the innovation in content and form. Second, the paper suggests that we should make full use of new technologies such as AR and VR to effectively combine with mobile live broadcasting. Third, the paper explores the integration of multiple channels to create intelligent marketing, and further optimize the live interface of mobile terminals. Finally, the paper emphasizes that the government departments and the platform itself should jointly supervise the mobile network live streaming platform and establish a good live broadcasting environment for mobile terminals. With the help of mobile live streaming, the marketing mode has an important impact on the promotion of brand marketing. How to make better use of this business mode and accurately use mobile live broadcast to promote brand marketing, so that enterprises can create greater profits, is also of profound research significance.

• Asia Marketing Journal
• /
• v.15 no.3
• /
• pp.97-115
• /
• 2013

This paper was motivated by two gaps in the extant literature on brand portfolio planning. First, research has shown that, as the number of products connected to a brand increases, the extended product receives more favorable evaluations. However, this result was obtained by comparing two brands with different number of products while controlling the brands' breadths. Hence one may question if the above result would hold when the brand is narrow as well as broad. Second, the literature has investigated the effect of brand breadth on the perceived fit and evaluations of an extended product within a relatively limited range ("narrow vs. broad") and not considered the case of a "very broad" brand. To address these gaps, we propose two hypotheses: 1) the effects of the number of products associated with a brand on the perceived fit and evaluations of a moderately far brand extension are moderated by the brand's breadth (H1); and 2) the relationship between a brand's breadth and a moderately far extension's perceived fit and evaluations looks like an inverse-U shape (H2). Study 1 was conducted to test H1. Study 1 employed a 2 × 2 within-subjects design in which the first factor was the number of products (small (2) or large (5)), and the second factor was brand breadth (narrow or broad). We measured brand breadth as the perceived similarity among products associated with a brand. Participants provided the perceived fit and evaluations of an extended product. Study 2 was conducted to test H2 as well as to replicate Study 1 in a more general setting and with different products. It employed a 2 × 3 within-subjects design, in which the first factor was the number of products (small (2) or large (5)), and the second factor was brand breadth (narrow, broad, or very broad). The results from two experiments support both hypotheses. This paper contributes to the literature on brand extensions in two ways. First, it broadens our understanding of the effects of product number and brand breadth on extended product evaluations by considering the two factors jointly. Second, we believe this study to be the first to present evidence that brand breadth can exert an inverted U-shape effect on the perceived fit and evaluations of an extended product. The results also offer implications for marketers. First, marketers should heed the finding that adding similar products to a narrow brand does not help the brand's extension launch. Second, the finding that the relationship between brand breadth and extended product evaluations might not be linear provides practical implications. While a narrow brand should not keep launching close extensions, nor should a broad brand continue producing far extensions to broaden its breadth. A firm with a broad corporate or family brand might want to consider introducing a new brand instead of adding dissimilar products under the brand umbrella.

• Journal of the Korean association of regional geographers
• /
• v.17 no.6
• /
• pp.726-737
• /
• 2011

This study reviews in detail the background of the establishment of 'Medicity Daegu', new city brand of Daegu Metropolitan City. This study also analyses both passive and active aspects of place image named 'Medicity Daegu'. To reveal passive images toward the city's new brand name, this study examines the perception of university students in Daegu Metropolitan City. On the other hand, active images are explored by analyzing strategies the city government and research institutes has adopted for the image-making and examining diverse landscapes and events the city have taken place. It was expected in the first place that the new image could help the city make more competitive, and boost its regional economy through the spread of the new city image. However, the city has currently faced difficulties to spread the new city image and has a limitation to acquire uniquely distinctive image because of overlapped images pursued by other city governments in the fields of medical industry and medical services. Some considerations are then suggested regarding the current status of the image of "Medicity Daegu".

• Journal of the Korea Fashion and Costume Design Association
• /
• v.25 no.1
• /
• pp.83-96
• /
• 2023

The purpose of this study is to compare and analyze the perception of retro fashion and new-tro fashion using big data. TEXTOM allowed the collection of big data on the words 'retro fashion' and 'new-tro fashion', which was refined afterwards. As for the data collection period, Jan. 1, 2019 to Nov. 30, 2022 was set. A top 50 list of words were extracted from this data based on appearance frequency. The extracted words were processed through Network centrality analysis and CONCOR analysis using Ucinet 6. The results are as follows. 1) In retro fashion, the appearance frequency of 'style' was the highest, followed by 'sensibility', 'color', 'trend', 'fashion', and 'brand'. These words came up with high TF-IDF values. Network centrality analysis discovered that 'color', 'style', 'trend', 'sensibility', and 'design' had high level of connectivity with other words. CONCOR analysis showed a total of four significant groups; trends, styles, looks, and photos. 2) In new-tro fashion, the appearance frequency of 'retro' was the highest, followed by 'trend', 'generation', 'style', 'brand', and 'fashion'. These words also came up with high TF-IDF values. Network centrality analysis found that 'retro', 'trend', 'generation', and 'brand' had high level of connectivity with other words. CONCOR analysis showed a total of four significant groups; style, brand, clothing, and trend. 3) New-tro fashion is included in retro fashion in that it reproduces the styles of the past. However, it is taken completely differently from generation to generation. Unlike the older generations, millennials actively accept newly created clothes and brands based on the past styles. They perceive it as a fashion that reveals their own unique tastes and tastes.

• Science of Emotion and Sensibility
• /
• v.18 no.4
• /
• pp.87-98
• /
• 2015

As SPA brands are growing in Korean apparel markets, they are extending their well-established brands into new markets (i.e., SPA brand extensions). To investigate psychological mechanism underlying SPA brand extensions, this study conceptually proposed such consumer information processing of SPA brand extensions as (1) perception of similarity between SPA brand extensions and their original brands and (2) evaluations on the SPA brand extensions (i.e., attitude and purchase intent). For hypothetical SPA brand extensions (high, moderate and low similarity conditions), perceived similarity was measured by using a eye-tracker and evaluations were assessed by using a self-reported questionnaire. The results reveal that the amount of external information searching for SPA brand extensions was larger in the following order: moderate, low and high similarity conditions. The depth of SPA brand information processing was also deeper in the same order. Evaluations on SPA brand extensions were higher in high and moderate similarity conditions than in low similarity condition. The findings suggest that the evaluations are affected by perceived similarity and the amount of cognitive efforts in processing SPA brand extensions.

• Korean Institute of Interior Design Journal
• /
• v.21 no.2
• /
• pp.123-132
• /
• 2012

In the trend of concentrating on the consumer driven experience market as a new marketing concept according to the improvement of life standard and the change of consummation pattern, SPA brand has applied experience marketing strategies to the market successfully to be grown constantly with consumer secure and production of business benefit through brand image and positive consumer attraction. Therefore, this study aims to research the experiential representation element and attribute in the competitive Global SPA brand space due to the sustainable growth from the recent domestic fashion market based on the strategy type of the experiential marketing. Thus, the experiential marketing strategy type was drawn based on the experiential marketing and the theoretical reflections of Global SPA brand, and the SPA brand space was classified depending on the attribute of the commercial space for making the framework of case analysis, so it was progressed as the method of analysis through the experiential representation attribute in the SPA brand space. The marketing strategy and representation for advertising the image of company and product message by the SPA brand should be planned, so successful application of the experiential marketing to the shop is connected to the corporate interests, and forming the meaning more than space by impressing on the consumers the brand and arousing the emotional experience of the consumers and meeting the consumers' a variety of needs had effects on forming a lasting relationship between the brand and consumers. Therefore, this study is expected to be an opportunity to vitalize the domestic SPA brand behind the competition with the Global SPA brand.

• The Korean Journal of Community Living Science
• /
• v.18 no.4
• /
• pp.655-670
• /
• 2007

The purpose of this study was to develop a brand naming strategy for rural specialty products of Muju. This study was to apply brand development research to the field. The selected investigation subject, a local farming operation producing a specialty product, was chosen from a New Enterprise Support Project of Farm Women ('06). The selected subject was a farming operation producing bokbunja drink in Muju. The data was derived from 137 female consumers. The major results of this study were as follows. First, the process of brand development strategy was advanced by six steps: Step 1, environment analysis; Step 2, brand case study; Step 3, SWOT analysis (Strength Weakness, Opportunity, Threat factor analysis); Step 4, direction design for brand naming development (Targeting, Brand focus concept extraction); Step 5, brand logo and symbol production; and Step6, Evaluation. Second, to extract brand naming development direction, key concepts in association with natural connection, area features, representative resources, and natural friendship were investigated. Namely, the health function concept was selected on the basis of a consumer recognition investigation where results appeared most highly favorable. Also, it was decided that the direction of brand naming should emphasize a green image and the location name of Muju. Finally, the brand name was decided to be "Saenggichan" bokbunja liquid and the slogan went with "guchondon-native thorn bokbunja from jar maturing."

• The Journal of Fisheries Business Administration
• /
• v.40 no.3
• /
• pp.51-68
• /
• 2009

The purpose of this study is to investigate the effect of Brand Personality to Marine Tourism Destination Images and Intention to Recommend. For this purpose, factor analysis was applied to 42 of J.Aaker's Brand Personality Scale and 5 personality dimensions were extracted. This analysis was also applied for cognitive and affective images and two of cognitive images and three of affective images were extracted. Multiple regression was done to estimate the relative effects of Brand Personality to both cognitive and affective images and intention to recommend. The results indicated brand personality influenced on both cognitive and affective images and intention to recommend directly and also found affective images was influenced by cognitive images. The results also suggested useful insight for future study. The Brand Personality Scale which developed for the product by Aaker might not be suitable for measuring the marine tourism destination brand personality and necessary to develop the new scale suitable for marine tourism destination personality, and be needed to study together with other moderating variance such as satisfaction and congruency with image to verifying the exact effect between different variables.

• Journal of Agricultural Extension & Community Development
• /
• v.22 no.4
• /
• pp.385-393
• /
• 2015

This study is to develop evaluation indicator for brand self-diagnosis of agricultural management organizations and analyze importance weight to be used in the field. Self-diagnosis evaluation indicator of brand equity of agricultural management organizations were selected by brainstorming of brand specialists. As a result, six evaluation indicator of communication, organization, responsiveness, clarity, customer relations and quality control were selected. Importance weight of self-diagnosis evaluation indicator of brand equity of agricultural management organizations was analyzed by AHP(Analytic Hierarchy Process) and Fuzzy AHP. The results of Fuzzy AHP were as follows. Communication for 13.9%, organization for 6.5%, responsiveness for 9.9%, clarity for 7.7%, customer relations for 26.5%, and quality control for 35.5% respectively. In order to enhance brand equity of agricultural management organizations, first, cultivation guidelines should be set up to produce equal quality products among members. Second, quality levels need to be subdivided, brands and packages should be different by level. Third, persistent efforts to find new clients and distributors. Fourth, various efforts to maintain the existing excellent clients and distributors.

• Journal of the Korean Society of Costume
• /
• v.62 no.1
• /
• pp.137-151
• /
• 2012

The purpose of this study was to examine how recently fashion brands tried to design Facebook contents for their promotion strategies, and how to encourage customer's empathy and participation for communication content. For this study, 17 domestic and foreign fashion brand facebook contents were analyzed. The results of the study were as follows. First, fashion brands provided product information through various methods such as the Facebook fan styling pictures contest which attracted voluntary participation from fans, an emotional product introduction video with effective storytelling techniques, and pictures and videos of a new season collection that were always viewable and able to be evaluated. Secondly, Facebook contents of brand promotion that contributed to the brand image and loyalty formation were identified. Fashion brands encouraged their fans to be involved in socially-oriented marketing and brand community. Moreover, telling the story of the brand history and brand management enhanced brand involvement of fans. Finally, fashion brands communicated actively with their fans providing information that aroused their interest. They gave tips on how to improve the quality of life, provided useful applications that offered various benefits in everyday life. Based on this result, implications of Facebook contents management as a promotion strategy were further discussed.