• 융합경영연구
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• 제2권3호
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• pp.20-25
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• 2014

Comfortable sleeping itself is thought to be very much important to have great influence upon remaining lives. Bed-clothes can be an essential factor of comfortable bedding. Korea that has four seasons requires different blanket each season. The Koreans make change of use of the quilt at least 2 to 3 times a year. The quilt may vary depending upon use of either Ondol or bed. Brand bedding governs quilt market. Brand bedding shops have good cognition of customers to be located at the place easy to find out and to have various kinds of products and excellent designs and to take the lead in all of the areas. Non-brand bedding products are difficult to compete with brand products at the bedding market. This study investigated cases of not only management of non brand bedding but also competition between brand bedding and non brand bedding. First, How does non brand bedding elevate competitiveness to win at competition with brand bedding? Second, How dose non brand quilt's approach to consumers and sales strategies?

• 산경연구논집
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• 제9권3호
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• pp.69-79
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• 2018

Purpose - Competition among cities around the world are rapidly shifting from competition of production factors such as labor costs and quality of raw materials to competition between the consumption factors such as quality of life, settlement environment, culture, and place. The entry into the era of competition between consumption factors is not only attracting investment for strengthening city competitiveness, but also actively inducing urban image reconstruction and new image making. Therefore, various studies related to urban marketing are being carried out. The object of this study is to investigate the effect of city brand image on city brand recognition and city loyalty based on the questionnaire of external citizens about Changwon city. Research design, data, and methodology - The data were collected from 200 Seoul and Busan citizens. Reliability and exploratory factor analysis were conducted through the SPSS program, and confirmatory factor analysis and structural equation modeling were conducted by using the AMOS program. Results - As a result of the hypothesis test, six hypotheses were adopted among the nine hypotheses. In summary, pleasant image, dynamic image, and good administrative image have a significant positive impact on city brand recognition. The magnanimous image did not have a significant effect on city brand recognition. In the impact of city brand image on city loyalty, magnanimous image and good administrative image had significant positive impact on city loyalty. Pleasant images and dynamic images did not significantly affect city loyalty. In addition, city brand recognition positively influenced city loyalty. Conclusions - First, it is possible to say that there is an academic significance of this research in its contribution to regional revitalization by investigating mutual influences in urban aspect by combining place marketing with image, recognition, and loyalty. Secondly, kinetic images such as pleasant image and dynamic image have more influence on recognition, and static images such as magnanimous images have more influence on loyalty. So, further research will be necessary to establish theories. Finally, In order to increase city brand recognition and city loyalty to local city, efforts should be made to improve urban images such as pleasant image, magnanimous image, dynamic image, and good administrative image.

• 유통과학연구
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• 제20권7호
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• pp.87-95
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• 2022

Purpose: This study aims to analyze the effects of Brand Coolness, Brand Love, and Self-brand Connections on Word-of-mouth positively. The retail format of Starbuck in Vietnam is successful in distribution applied when it becomes the place for customers to express themselves. Consumers are now aware about Brand Coolness of the Starbucks developed in Vietnam then turn to love the brand of store and connect themselves to the brand. In this study, the closest relationship to form the basis for consumer Word-of-mouth about a brand is the relationship between Brand Coolness and Brand Love. Results: The findings show that Brand Coolness and Brand Love are important value factors in customers' minds toward their behavior, form there, it will contribute to the brand store in distribution. Research design, data and methodology: This article used the quantitative technique utilizing PLS-SEM software to test the hypothesis with 600 samples. The data obtained shows that people have Word-of-mouth about the retail format of Starbucks in Ho Chi Minh City. Conclusion: The study has demonstrated the conclusions and proposed solutions to help beverage brands build Brand Love, thereby achieving coolness, connecting brands with themselves, leading to customer Word-of-mouth in a positive way towards retail format.

• 한국HCI학회:학술대회논문집
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• 한국HCI학회 2009년도 학술대회
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• pp.841-845
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• 2009

The aim of this study is to analyze the unique framework of Hong Kong brand and compare it to Seoul through examining the process of developing city brand visual identity, which is top-down. As Asian cities, the processes of developing their city identity system to be strong city brands have taken outstandingly different steps between two cities. Hong Kong has the strongest tourism attributes modernity, stability, attractiveness of tourism attributes. Hong Kong has the most competitive power. Korea is the least one. Hong Kong has made it as a good example of a city brand and proved it through tourism statistics which are one of visible branding results. Apparently, it gives us constructive suggestions to consider its steps for developing city brand identity.

• 한국콘텐츠학회논문지
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• 제19권6호
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• pp.334-346
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• 2019

경리단길을 필두로 유사명칭 상권이 발생하여 브랜드처럼 작동하는 현상을 연구하고자 하였으며, 이를 위해 인터넷 트렌드와 입지 여건, 업체 구성을 분석하여 상권 형성과정 및 현황에 대해 고찰하였다. 그 결과 해당 상권들은 인터넷 SNS 활성화에 힘입어 성장하면서 명칭 자체가 웹상에서 장소 이미지를 담은 브랜드처럼 변해갔음을 알 수 있었다. 입지 특성으로 볼 때 이들은 기존 중심상권과는 적절히 분리되고 제약요인이 많은 위치를 선택하는 것으로 나타났다. 업체 구성에 있어서는 기존상권과는 달리 요식업, 개별 창업 위주의 구성을 가지고 있었다. 장소 브랜딩 개념으로 특성들을 해석해보면, 이 상권들은 제약요인을 통해 오히려 독특한 장소성을 정체성화하고, 기존에 없던 소규모, 개성적 상권 영역에 포지셔닝하며, 이용자들에게 트렌디한 라이프스타일의 공급처라는 이미지로 다가감으로 효과적으로 브랜딩 될 수 있었던 것으로 볼 수 있다.

• 한국지역지리학회지
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• 제17권6호
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• pp.726-737
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• 2011

이 연구는 대구광역시의 새로운 도시 브랜드인 '메디시티 대구'의 등장 과정을 살폈다. 또한, 이 연구는 또한 '메디시티 대구'라는 브랜드가 가지는 수동적인 장소 이미지와 능동적인 장소 이미지를 고찰하였다. 수동적인 장소 이미지는 이 도시 브랜드에 대한 대학생들의 인식을 설문조사하여 파악되었다. 반면에, 능동적인 장소 이미지는 도시 당국과 홍보관계자들이 이 브랜드를 통해 구축하려는 도시 이미지 전략과 더불어 이미지 구현을 위한 경관과 이벤트 등을 통해 파악되었다. 대구광역시는 '메디시티'라는 새로운 도시 이미지를 이용하여 도시 경쟁력을 확보하고 지역경제의 활성화를 꾀하고 있다. 하지만, 이러한 의도와 달리 새로운 도시 이미지 확산에 어려움을 겪고 있고, 의료산업이나 의료서비스를 도시이미지로 내세우는 다른 도시들과의 차별성을 확보하는데 한계가 있다.

• 복식
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• 제63권7호
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• pp.148-163
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• 2013

The purpose of this study is to examine the attributes and internal structure of fashion brand authenticity, which is a new concept of brand association. For quantitative research, a total of 591 samples of consumer survey were taken from 24th of August to 7th of September, 2009. The results of this study were as follows: 1) The scale for the fashion brand authenticity was developed, which consisted of 33 questions. These questions estimated a total of 8 dimensions, including heritage, authority, relationship to place, consistency, non-popularity, trend leading, originality, and ethics. 2) The internal structure of the fashion brand authenticity was confirmed. The internal structure was constituted into core attributes and promoted attributes. 3) The relationship between the fashion brand authenticity and consumer related variables were found. The core attributes of authenticity were putting positive influence directly on brand loyalty. However, paths through brand attachment or brand commitment were not found. The promoted attributes showed that it had a direct negative influence on brand loyalty, but it has also showed positive influence on paths, which underwent brand attachment and commitment.

• 한국품질경영학회:학술대회논문집
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• 한국품질경영학회 2010년도 춘계학술대회
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• pp.321-330
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• 2010

In this paper, we analyze factor that is composing city brand property that the latest interest is enlarged and studied what influence this is exerting on attitude of city consumer and loyalty degree. Specially, analyzing structural causality whether exert some influence on city brand through control effect analysis of area special product and consumer attitude. We wish to give help that is practical working in city competitive power elevation.

• 한국의류산업학회지
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• 제4권6호
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• pp.517-523
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• 2002

This study examines whether there are differences in consumer's evaluation price zone on the clothing clue (the type of clothing, brand, time of fashion, place of origin, material. submaterial, place for sale) according to consumer purchasing behavior. Therefore the ultimate goal is to offer help in fixing price when establishing marketing of the clothing industry by grasping the actual price set by consumers under the IMP system. The female consumers of 20s and 30s were chosen as study subjects for their sensitivity to the purchase of clothing. The tests carried out in this research are: SPSSIPC+ is used for frequency Analysis. The Results of this study are showed as the following: It was analyzed that 4 types of consumer are the reasonable consumption oriented consumer, fashion oriented consumer, the no care of fashion consumer and high price oriented consumer Among the several kinds such as the type of clothing, brand, time of fashion, place of origin, material, submaterial, place for sale, only on the type of clothing, there are difference in the type of the consumers, on the time of buying clothes, in the behavior of buying clothes and also on the degree of fashion and the place of origin among such kinds.

• 한국콘텐츠학회논문지
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• 제8권4호
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• pp.137-146
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• 2008

지역의 정체성을 확보하고 지역경제 활성화를 위한 문화관광개발 정책으로서 차별화된 장소 이미지 정립이 더욱 중요해지고 있다. 지역이 소유하고 있는 문화적 역사적으로 차별화된 장소를 활용한 장소마케팅 전략은 그 지역의 경쟁력강화를 위한 지역개발전략의 일환으로 매우 가치가 크다. 장소 이미지가 차별화된 브랜드로 구축되기 위해서는 그 장소와 지역에 가장 적합한 장소이미지 포지셔닝이 수립 되여야 하고 더불어 다양한 시너지 효과를 창출할 수 있는 종합적인 마케팅전략이 요구되고 있다. 이에 본 연구는 기존의 장소와 장소마케팅 관련 이론과 논의들을 토대로 하멜이 표류한 후 체류했던 역사적 문화적 배경과 장소자산을 가지고 있는 지역을 선정하여, 문화적 활동 공간으로서의 가능성과 보다 효율적인 활용방안을 모색하는데 있다. 이를 위하여 사례 조사를 통하여 역사적 문화적 배경을 고찰하고 브랜드화 및 장소 이미지 판촉과 관련한 제안, 그리고 종합적 이미지 구축을 위한 효율적인 방안모색과 자원화의 가능성을 도출하고자 하였다.