• Journal of Digital Convergence
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• v.11 no.2
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• pp.79-89
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• 2013

The purpose of this study is to examine the moderating effects of social contribution activities perception between brand loyalty and marketing strategies. First, this thesis has reviewed that marketing mix 4P's(product, price, promotion, place) still influence on the brand royalty on smart-phone market. Second, this research examined that perception on social contribution activities is an important moderate variable between marketing activities and brand royalty. Also, this research found that moderating effect of social contribution activities perception is more significant at the high-perception group on social contribution activities than low-perception group. Finally, this study verified that product/price/promotion strategy and social contribution activities have effect on brand royalty depend on social contribution activities perception. Recently many businesses are using Corporate Social Responsibility(CSR) as a strategic tool and also social interests on the effect of CSR are increasing. Therefore, this study reaffirmed by the CSR that affect customer brand loyalty, are expected to contribute to improve awareness of CSR activities.

• The Journal of the Korea Contents Association
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• v.15 no.7
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• pp.520-530
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• 2015

This study aimed to research the mediating effects of customer satisfaction on the relationship between marketing mix activities and brand loyalty in chicken restaurant. This study intended (1) to analyze the factors of marketing mix activities in chicken restaurant, (2) to research the effect of marketing mix activities on brand loyalty, (3) to research the mediating effects of customer satisfaction on the relationship between marketing mix activities and brand loyalty. Data were collected from undergraduates who visited the nationwide chicken restaurants by face-to-face interview. The questionnaire was distributed of the 400 copies and used 331 in the analysis. The results of this study revealed that (1) the factors of the marketing mix activities were price, promotion, place and product, (2) product only had significant influence on brand loyalty, (3) the effect of product on brand loyalty was significant influence by mediating effect of customer satisfaction.

• Journal of the Korea Fashion and Costume Design Association
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• v.13 no.4
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• pp.51-67
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• 2011

The purposes of this study were to segment male university students on the basis of benefit sought in clothing, and to investigate knitwear image preference and purchasing behaviors of each segmented market. The research method was a survey and subjects were 249 male university students in Daejeon and Chungnam province. The questionnaire consisted of measurement items for benefit sought in clothing, knitwear image preference, knitwear purchasing behaviors, and subject's demographic attributions. The data were analyzed by Cronbach's ${\alpha}$, factor analysis, cluster analysis, ${\chi}^2$ test, ANOVA and Scheffe test. The results were as follows. First, male university students were segmented into 6 consumer types (practicality pursuit, individuality pursuit, comport pursuit, brand pursuit, social status pursuit, and unconcern type) by benefit sought in clothing. Second, male university students generally preferred dandy image and causal image, however, brand pursuit type more preferred trendy image, and practicality pursuit type more preferred active image than other consumer types. Third, the segmented markets showed many differences on knitwear purchasing behaviors. On clothing selection criteria, practicality pursuit type considered resonable price as important, whereas brand pursuit type considered brand reputation. On fashion information source, individuality pursuit type considered store display and other people's clothing, while unconcern type considered advice from friend and family. On main purchasing place, individuality pursuit type more used speciality store with no brand, whereas brand pursuit type more used department store and brand store than other consumer types. The results of this study supported that benefit sought in clothing can be useful as an effective variable for market segmentation.

• Korean Institute of Interior Design Journal
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• v.26 no.6
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• pp.155-162
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• 2017

Recently, space branding has been used as a branding method for many companies because space communication is a way of utilizing space in a wide range of ways. However, generally speaking, communication only focuses on goods and information about brands and does not focus on consumer's stories. The purpose of this study is to present the communication of " Back to Harakenya " in concept of Harakeya as a solution to this problem and confirm its effectiveness through examples. We selected on the range of " cosmetics brand ", " food and beverage brand ", " brand brand " and " fashion brand " which can used as a direct experience as a marketing method, which is a good condition for communication. Based on that, Harakenya selected cases as spaces with the concept of "Back to Harakenya". Previously, Harakenya's concept of "Back to Harakenya" and his designs appears three features. First, it transforms into various being secondly, it generates active imagination and it contains at least as many things as possible. This resulted in the effect that people remember the image with a clear image. Based on this study, We investigated to draw a result of effects through how the design expression is made in the spaces of Space Branding and how the "Back to Harakenya" communication is taking place in the space. Through these studies, the design and communication method of Harakenya's "Back to Harakenya" concept helps us to remember the brand clearly and furthermore, we confirmed that the brand value can be improved.

• The Journal of Industrial Distribution & Business
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• v.12 no.6
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• pp.75-88
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• 2021

Purpose: This research aimed at exploring the functions of consumers' perceiving approach and avoidance roles and their feeling anger and disgust in the effect of the two types of self-discrepancy at social identity such as the ideal self-discrepancy and the ought self-discrepancy on within-self domain versus across-self domain consumption. Research design, data, and methodology - This study divided the self-discrepancy group into the ideal self-discrepancy and the ought self-discrepancy group as experimental groups for empirical study. Self-discrepancy type between-subjects design was used to develop two types of questionnaire according to the type of experimental groups. The platform, 'questionnaire stars' of 'WeChat' in China was used to collect 103 data from the ideal self-discrepancy group and 102 from the ought self-discrepancy group for empirical study. T-test and the structural equation model in Amos 21 were used to verify hypotheses developed through theoretical review. Results - First, ideal self-discrepancy positively affected the role-approaching goal and anger. Second, ought self-discrepancy positively affected the role-avoiding goal and disgust. Third, the role-approaching goal and anger positively influenced on the within- versus across- domain consumption. Fourth, the disgust negatively influenced on the within- versus across- domain consumption, however the role-avoiding goal did not influence on the consumption. Fifth, there was the mediation roles of anger (disgust) in the effects of ideal (ought) self-discrepancy on the consumption. Conclusions - When consumers feel anger at the ideal self- discrepancy induced by in-group, it is necessary for the marketers to promote their product brand used by the in-group. They should develop and advertise the messages priming the ideal self-discrepancy and the anger to increase the intent to purchase or use their product brand when the in-group members have used the brand by relating the brand to their social identity concerned with the ideal self-discrepancy. However, marketers should help consumers feel disgust by developing and advertising the messages expressing the ought self-discrepancy to lead the consumers to the place of purchasing or using their product brand when the members have used the brand based on keeping the consistence between the brand and other social identity not related to the ought self-discrepancy.

• Journal of the Korean Society for Library and Information Science
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• v.56 no.1
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• pp.321-345
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• 2022

Public libraries have been facing new challenges as the number of channels providing information resources has been increasing due to information and communication technology development. The perception of public libraries of the general public is that they should continue to play a substantial role in information services. However, the libraries' environments are changing, and the public's needs are diversifying, so public libraries also need to differentiate themselves from other organizations that provide similar services. This paper proposes branding as a solution to create differentiation. The study conducted a questionnaire survey with Koreans in their 20s. A series of statistical tests with the survey data showed the impact of the brand association elements on customer satisfaction and brand loyalty and identified unique factors in public libraries. For example, Brand associations such as material-based services, benefits, and attitude affected both dependent variables. On the other hand, the non-product association such as space/place images did not. Based on these findings, we provided implications for introducing branding in public libraries.

• Fashion & Textile Research Journal
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• v.13 no.2
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• pp.173-185
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• 2011

This study aimed to clarify the difference between consumers and hands-on staff in evaluation of the attributes importance of asset evaluation attributes and the relationship between difference from consumers and hands-on staff in evaluation of the attributes and the performance. Subjects for the quantitative research, quota sampling was adopted in the areas where the subject brands were in place, and 452 questionnaires (141 of hands-on staff, 311 of consumers) were analyzed. The results were as follows; 1. The factors that hands-on staff and consumers regarded as most important as to asset evaluation attributes of department store-exclusive importation brands included preference and product quality in the order, and then image, recognition, reliability, and country of origin in the case of hands-on staff, and reliability, image, recognition, and country of origin in the case of consumers in the order. 2. As a result of examining the effect of the difference between hands-on staff and consumers regarding exclusive importation brands(GAP, ZARA) of certain department stores on business achievement and consumer attitude, it turned out that the smaller the difference between the two groups with regard to evaluation, the higher the business achievement and consumer attitude.

• Journal of the Korean Society of Costume
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• v.63 no.7
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• pp.17-30
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• 2013

An understanding of store patronage behavior is a critical issue for retail managers, especially when it comes to a new kind of retail store, as it enables them to identify and target potential customers. Reflecting this managerial need, this study is focused on the fashion multi-brand shop, specifically investigating its store attributes, customers' shopping orientation, and store patronage. Accepting the shifting marketing paradigm from 4P's marketing mix to 7P's marketing mix, the 7P's marketing mix is employed in this study to measure the store attributes, including people(sales oriented and customer oriented), price, place, promotion, physical environment, process, and product. The store attributes significantly influencing patronization are found as customer oriented sales people, product, physical environment, and process. The shopping orientations of the customers, 222 female adults aged from 20s to 40s are found as ostentatious, pleasant, fashion pursuant, rational, and addictive. The consumers who are ostentatious, pleasant, and fashion pursuant are highly likely to be patronize to the fashion multi-brand shops.

• Korea Trade Review
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• v.47 no.4
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• pp.161-176
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• 2022

Most companies are achieving economic benefits by producing products in the form of bi-national products, but there are also negative consequences such as reduced brand power, so strategic bi-national product planning and branding is essential. In order to actively reflect these practical needs, this study conducted a comprehensive and easy-to-generalize evaluation of Bi-national products that has been somewhat underdeveloped in previous studies. To this end, the selection and evaluation criteria of the products to be investigated were differentiated. This is to classify the products by place of use and the purpose of use so that the majority of bi-national products can be included, and then use the combination to derive the specific products to be evaluated for bi-national products. The evaluation of the product identified the phenomenon of psychological conflict among consumers due to the country of origin discrepancy at the level of decreasing brand authenticity. The above research design is an evaluation method that can encompass bi-national products as a whole, rather than an evaluation of a specific product or product line that is mainly reported in previous studies, and it is also very easy to apply to practice because it allows us to more carefully identify changes in psychological attitudes.

• Asia Marketing Journal
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• v.16 no.4
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• pp.75-87
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• 2015

As more companies become interested in global markets, it has become crucial for firms to create globalized brands whose positioning, advertising strategy, personality, looks, and feel are consistent across nations. The purpose of this study is to investigate the global branding strategy of the Hyundai Motor Company (hereafter HMC) in order to show how the company processes its branding strategy. HMC, one of the leading global companies in the automobile industry, set up its brand identity as "Modern premium", in alignment with their new slogan "New Thinking New Possibilities", in 2011. The aim of the "Modern premium" concept was to provide consumers with new experiences and values beyond their expectations. HMC wanted their consumers to think of their cars as not only a medium of transportation but as a life space, where they can share experiences alongside HMC. In an effort to conduct consumer research in 5 different nations, HMC selected "brilliant" as a key communication concept. The word "brilliant" expresses the functional, experiential, and emotional dimensions of HMC. HMC furthermore chose "live brilliant" as a key campaign message in order to reinforce their communication concept. After this decision, the "live brilliant" campaign was exhibited through major broadcast channels around the world. The campaign was the company's first worldwide brand campaign, where a single message was applied to all major markets, with the goal of building up a consistent image as a global brand. This global branding strategy is worth examining due to its significant contribution to growth generation in the global market. Overall, the 'live brilliant' global brand campaign not only improved HMC's reputation image-wise, with the 'Modern Premium' conceptualization of the brand as 'simple', 'creative' and 'caring', but also improved the consumer's familiarity, preference and purchase intention of HMC. In fact, the "live brilliant" campaign was a successful campaign which increased HMC's brand value. Notably, HMC's brand value increased continuously and reached 9 billion US dollars in 2013, leading it to reach 43rd place in the Global Brand Rankings according to the brand consulting group Interbrand. Its brand value largely surpassed that of Nissan (65th) and Chevrolet (89th) in 2013. While it is true that the global branding strategy of HMC involved higher risks, it was highly successful according to cross-nation consumer research. Therefore, this paper concludes that the global branding strategy of HMC made a positive impact on its performance. We further suggest HMC to combine its successful marketing with social media such as Facebook, Twitter, and Instagram and embrace digital media by extending its brand communication horizon to the mobile internet