• The Journal of the Korea Contents Association
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• v.8 no.4
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• pp.137-146
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• 2008

The establishment of differentiated place image is becoming more important as a cultural tourism development policy in order to secure regional identity and boost regional economy. Place marketing strategies using culturally and historically differentiated regional places is very valuable as part of a regional development strategy to strengthen regional competitiveness. To construct place image as a differentiated brand, place image positioning suitable for a specific place and region needs to be established and comprehensive marketing strategies are required to generate various synergy effects. Based on existing theories and discussions regarding place and place marketing, this study is aimed at seeking for possibility as a cultural activity space and its more efficient use plans by selecting a region which has historical and cultural backgrounds and assets about Hamel's drift and stay. For these purposes, this study investigated historical and cultural backgrounds through a case study and made suggestions about brand making and place image promotion. In addition, this study aimed to examine efficient plans and utilization possibility for comprehensive image construction.

• Journal of the Korea Safety Management & Science
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• v.13 no.1
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• pp.151-160
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• 2011

Cosmetic industry is a typical industry for domestic demand and is closely connected with domestic demand growth. In 2006, domestic cosmetics market is showing high growth rate due to the recovery of domestic demand and the market reorganization of sales channels is proceeding rapidly due to the recent global economic slowdown, Due to the situation, many companies are launching low-priced brand shop. The purpose of this study was to clarify the impact of marketing strategy of cosmetic brand-shop on consumers' purchasing intention. As the result of analyses, it was found that product, place, promotion factors of cosmetic brand-shop affect brand image. Also only product factor affects corporate image, perceived quality. And using regression analysis between brand image, corporate image, perceived quality and customer behaviors. Brand image and perceived quality factors influence consumers purchasing intention. Brand image has a positive impact on corporate image. And corporate image affects the perceived quality.

• Asia Marketing Journal
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• v.15 no.1
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• pp.23-42
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• 2013

To overcome the profitability challenge these days, many global banks are increasingly focusing on cost efficiency through more efficient banking processes, such as online and mobile banking, whereas a number of other banks choose to differentiate their services for retaining and attracting the most valuable customer segment (Deloitte, 2011). While global banks in the retail banking industry are adopting either of these two business models as a strategic choice for their long-term growth, KB Kookmin Bank, one of the leading retail banks in South Korea, has begun to operate 'KB Rockstar' as a strategic channel, particularly designed to target college students in the youth market. The new marketing strategy has resulted in a positive impact on its brand image in customers' perception as well as a drastic increase in the number of youth customers. In this study, we analyze the case of 'KB Rockstar' and summarize the key factors for its success from a marketing perspective. First, 'KB Rockstar' is not simply a good channel strategy, but an innovative marketing strategy that aligns place, product and promotion together in order to create a synergy effect, resulting in the successful implementation of the bank's targeting strategy. Second, the strategy effectively establishes 'KB Rockstar' as a brand targeted to youth customers while also competently strengthening the image of the corporate brand, KB Kookmin Bank. The skillful implementation of organically combined marketing mix strategies has enabled the successful launch of the bank's sub-brand. Third, the strategy considers a retail bank branch as not only the place that makes sales transactions in order to generate short-term profits, but also the place that builds a long-term relationship with customers in order to maximize their lifetime values in the long run.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.8
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• pp.1180-1189
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• 2007

The purpose of this study is to search the level of localization strategy of imported brands in Korean Market, to investigate relationship between the brand characteristics and localization strategy, and to study the case about localization strategy of the brand selected according to the type of brand. The survey research was employed and for the data analysis, descriptive statistics, one-way ANOVA, and multiple-regression were used. For the case study, interview with the person who works in the each kind of company was used. The results of this study were as follows: Firstly, the level of localization strategy is found in order price, place, promotion and product. Secondly among the brand characteristics, type of brand, proportion of garments, price zone, launching time, number of shop are related with localization strategy, but turnover and number of the staff are not. Thirdly, license brand has the characteristics like as national brands and the differences between the branch and the agent is confidence and communication that are the basic elements of localization. This study can help national brands to refer the localization strategy and provide the understanding of localization strategy of imported brands in Korean fashion market.

• East Asian Journal of Business Economics (EAJBE)
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• v.10 no.3
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• pp.93-104
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• 2022

Purpose - The green marketing practice improves consumers' environmental knowledge, consequently bolstering their environmental purchase intention. It also improves consumers' green brand knowledge, positively influences their attitude toward green brands. This research examines the role of green brand image between green marketing practice and consumers' green purchasing intention Research design, Data, and methodology - This research has conducted the 'Qualitative Content Analysis' in the current literature dataset. It is crucial to create the procedures and processes that is used to acquire the data needed to structure or solve problems. Finally, total 35 prior studies included for the analysis. Result - Based on prior studies, the current authors figured out that the green brand image plays an essential role in promoting companies' efforts in green marketing practices and green purchase intentions through its mediating ability by fostering trust, green perceived value, green brand loyalty, and social responsibility as a significant determiner of green practices Conclusion - This research concludes that green brand positioning helps companies secure a special place in a consumers' mind by facilitating the design of the desired green brand awareness image and strengthening consumers' desire to purchase a specific green product/service. Green brand positioning centers on the way marketing communications of green brand features green brand knowledge.

• Korean Architects
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• s.599
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• pp.88-91
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• 2019

• The Research Journal of the Costume Culture
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• v.7 no.4
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• pp.155-167
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• 1999

The present study investigated various sales training programs used by apparel companies and compared each other in order to provide an important information for developing effective training programs for professional salesperson. Sixty eight companies were used and grouped into four categories based on brand characteristics : domestic national brand(DNB), casual brand(CB), foreign brand(FB) and domestic designer brand(DDB). Data were collected from the managers in charge or training salesperson by both questionnaires and personal and telephone interviews. Data were collected during July in 1998, and analyzed by using ANOVA, Duncan\`s multiple range test, and Chi-square test. Since the sample size was small, Yates\` correction formula was used to maximize statistical validity in non-parametric procedure of Chi-square test. The main purpose of sales training indicated by the companies were to satisfy customers and to maximize the profit. Significant differences were found among the groups in the importance level of training contents such as knowledge, and customer relation, training methods, place, and duration/frequency of training at training center.

• Asia Marketing Journal
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• v.17 no.1
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• pp.97-121
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• 2015

In this research, we examine whether and why temporal distance influences evaluations of two different types of brand extensions: concept-based extensions, defined as extensions primarily based on the importance or relevance of brand concepts to extension products; and similarity-based extensions, defined as extensions primarily based on the amount of feature similarity at the product-category level. In Study 1, we test the hypothesis that concept-based extensions are evaluated more favorably when they are framed to launch in the distant rather than in the near future, whereas similaritybased extensions are evaluated more favorably when they are framed to launch in the near rather than in the distant future. In Study 2, we confirm that this time-dependent differential evaluation is driven by the difference in construal level between the bases of the two types of extensions - i.e., brand-concept consistency and product-category feature similarity. As such, we find that conceptbased extensions are evaluated more favorably under the abstract than concrete mindset, whereas similarity-based extensions are evaluated more favorably under the concrete than abstract mindset. In Study 3, we extend to the case for a broad brand (i.e., brands that market products across multiple categories), finding that making accessible a specific product category of a broad parent brand influences evaluations of near-future, but not distant-future, brand extensions. Combined together, our findings suggest that temporal distance influences brand extension evaluation through its effect on the importance placed on brand concepts and feature similarity. That is, consumers rely on different bases to evaluate brand extensions, depending on their perception of when the extensions take place and on under what mindset they are placed. This research makes theoretical contributions to the brand extension research by identifying one important determinant to brand extension evaluation and also uncovering its underlying dynamics. It also contributes to expanding the scope of the construal level theory by putting forth a novel interpretation of two bases of perceived fit in terms of construal level. Marketers who are about to launch and advertise brand extensions may benefit by considering temporal-distance information in determining what content to deliver about extensions in their communication efforts. Conceptual relation of a parent brand to extensions needs to be emphasized in the distant future, whereas feature similarity should be highlighted in the near future.

• Korean Institute of Interior Design Journal
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• v.22 no.6
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• pp.49-57
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• 2013

This study aims to provide direction for the brand goals approaching and analyzing previous studies in social psycholog y perspective, focusing on man and society relationship. 526 preceding 'brand space' associated papers from 1992 to 2012 were collected and analyzed them by year, by space and by theme utilizing the realism methodology, the theor etical relationship methodology. The numbers of the study for 'brand space' had increased gradually from 2003 to 2010 then climbed vertically and the most common study was about place, that shows there is a relationship between variou s social phenomena and human psychology. For the thematic analysis, 'Social psychological components of the brand' based on social psychology was used for analyzing the cognitive aspects, the relational aspects, and the attitudinal aspects. The most common study was the study of the cognitive aspects, and relational aspects, and lastly the attitud inal aspects in order. The strategy was the most common research for the brand associated study. The ultimate point of the strategy is to get 'attitude'. From social psychology perspective, there is a cycle in the minds of consumers, 'Identification', 'Internalization', 'Conformity' and 'Compliance'. Structure of these relationships can provide a clue that consumers' attitude lead the consumers' action.

• The Research Journal of the Costume Culture
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• v.19 no.5
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• pp.1088-1101
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• 2011

The purpose of this study was to examine the outdoor sportswear purchase behavior, outdoorwear sportswear brand preference, functional fabric awareness, and benefits sought. The research was performed through in-depth interview during February to March 2011. Data were collected from 10 consumers who had purchased outdoor sportswear and experienced camping in 6 months. First, the results from study showed that functionality/comfortability, design, color, and brand name were important factors in selecting outdoor sportswear. Offline stores were the main place to purchase, however, internet shopping mall and portal online community were another shopping channel as well. Second, respondents preferred imported outdoor sportswear brand to national brand. According to the study, the respondents trusted the imported outdoor sportswear quality based on the brand name, value, and brand history more than national brand. Third, consumers who had low functional fabric awareness were more likely to evaluate apparel products based on the brand name. Knowledge levels for textile functions were high in elastic, UV protection, air permeable, and antibacterial properties. The essential features for camping were water absorbing and quick dry, water resistance, wind proof, UV protection, and fire retardant properties. Finally the results showed that there were two sportswear benefit soughts: functionality and status ostentation.