• Journal of Distribution Science
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• v.9 no.4
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• pp.51-61
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• 2011

The concept of Corporate Social Responsibility (CSR) was first introduced sixty years ago in the academic field. However, the phrase CSR was not explicitly stated before the 1990s in Korean business and academic researches. Recently CSR is more considered a corporate strategy than a philanthropic donation. CSR comprises contributions to local communities as well as using environmentally beneficial and humane practices. Sponsoring is one available marketing tactic used in order to communicate with the market. This study of sponsorship has concentrated on developing brand asset by accessing potential values of sporting events or star-players. However, sponsorship includes providing funds or goods to non-profit institutions as well as sports or entertainment organizations. Accordingly corporate community-specific sponsorship is defined as firms offering to provide money, goods and/or services to individuals and/or institutions within a particular community, thus establishing an interdependent relationship between the partners aspiring to gain social and economic assets. National sponsorship is typically targeted toward commonly recognized individuals and/or organizations with the intent to maximize exposure of a sponsor's brand, and is known to positively affect brand equity(community-specific sponsorship is committed to a limited local area) that a firm could benefit from by gaining a specific asset. POSCO sponsors the Jukdo Market, locate dinthe city of Pohang, tohelp revive their traditional market. Inreturn, the Jukdo Market merchant suni on display sflags with the POSCO embleminfrontof stores with in the market intending to make shopper sand merchant saware of POSCO's sponsorship. POSCO has succeeded in acquiring public support from the citizens of Pohang. However, the economic effects resulting from the cooperative relationship between POSCO and the Jukdo Market have yet to be measured by any empirical research. The purpose of this study is to assess the economic effects created by the community-specific sponsorship from the groups of merchants and shoppers, measuring its influence on the corporate image and subsequent brand loyalty, as parts of brand equity. The result of the study shows that the community-specific sponsorship of POSCO of the Jukdo Market had different influences on its corporate image and the brand loyalty of shoppers and merchants. First, the merchant group who was more frequently exposed to POSCO's flag recognized the sponsorship of POSCO more than the shopper group, and, therefore, had a better image of the company. Second, the recognition of POSCO's sponsorship had a positive influence on its corporate image, and that positive corporate image had a positive effect on brand loyalty development. However, the recognition of the sponsorship did not have a direct influence on brand loyalty. The friendly corporate image developed by the recognition of the sponsorship consequently could have had an effect on brand loyalty. Therefore, companies should not relinquish investments to corporate image development if they require more brand loyalty. Third, the influence of corporate image on brand loyalty shows stronger results in the shopper group rather than in the merchant group. Psycho-graphic factors of shoppers and merchants might give rise to the difference between the two groups.

• The Journal of the Korea Contents Association
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• v.21 no.11
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• pp.156-164
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• 2021

Currently, digital restoration has s long way to go. Character restoration is only used as a one-time event to restore the shape of a specific person, and building restoration is only composed of digital modeling rather than using the restored cultural assets as content. There is a limit to restoring even the story of a building or a person with the current restoration method alone. Therefore, this study analyzed the method and process of digital restoration of a 'historical and cultural space' encompassing spaces, people, and events, focusing on relationships. In order to derive digital restoration methods, the case of 'Latelier', an indoor theme park based on Gogh, was analyzed. According to the study, the relationship of the person important for digital restoration is important. Based on Gogh's relationship, the process was formalized in four stages for digital restoration: the preparation stage, the digital archive stage, the DB advancement stage, and the demonstration stage. The restoration of the story of the character through the relationship can be expected to converge the past and the present as a true historical restoration, and through this, it is expected that the innovative development of digital restoration can be achieved.

• The Journal of Industrial Distribution & Business
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• v.8 no.5
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• pp.87-93
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• 2017

Purpose - This paper investigates whether managerial overconfidence is associated with firm-specific crash risk. Overconfidence leads managers to overestimate the returns of their investment projects, and misperceive negative net present value projects as value creating. They even use voluntary disclosures to convey their optimistic beliefs about the firms' long-term prospects to the stock market. Thus, the overconfidence bias can lead to managerial bad news hoarding behavior. When bad news accumulates and crosses some tipping point, it will come out all at once, resulting in a stock price crash. Research design, data and methodology - 7,385 firm-years used for the main analysis are from the KIS Value database between 2006 and 2013. This database covers KOSPI-listed and KOSDAQ-listed firms in Korea. The proxy for overconfidence is based on excess investment in assets. A residual from the regression of total asset growth on sales growth run by industry-year is used as an independent variable. If a firm has at least one crash week during a year, it is referred to as a high crash risk firm. The dependant variable is a dummy variable that equals 1 if a firm is a high crash risk firm, and zero otherwise. After explaining the relationship between managerial overconfidence and crash risk, the total sample was divided into two sub-samples; chaebol firms and non-chaebol firms. The relation between how I overconfidence and crash risk varies with business group affiliation was investigated. Results - The results showed that managerial overconfidence is positively related to crash risk. Specifically, the coefficient of OVERC is significantly positive, supporting the prediction. The results are strong and robust in non-chaebol firms. Conclusions - The results show that firms with overconfident managers are likely to experience stock price crashes. This study is related to past literature that examines the impact of managerial overconfidence on the stock market. This study contributes to the literature by examining whether overconfidence can explain a firm's future crashes.

• Journal of the Korean Institute of Landscape Architecture
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• v.29 no.6
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• pp.1-10
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• 2002

The purpose of this study is to establish a model of cultural sustainability in the traditional village. Cultural sustainability is being advanced by promoting the viability of traditional arts and the unique regional features of traditional culture, such as folklore, traditional landscapes, buildings and other environments of outstanding historical value. These cultural resources were also created or occurred at specific geographic locations at certain points in time by different individuals. The content of this study was to develop a model using indicators for cultural sustainability, and to apply and evaluate the model. In older to evaluate the model, Sonwon-ri village in Yongchon, located in Kyungsangbuk-do, was selected as the case study area. The major findings are as follows: 1) Sonwon-ri village has maintained the vernacular landscape except at the entrance of village. Also, the village people have pride and have adapted to the natural environment. 2) Sonwon-ri village has a self-sustaining system and circular network within its environmental capacity. Sonwon-ri village has many historical sites and buildings such as important folk resources, cultural assets, traditional houses and pavilions. 3) The people how the theory of fens-shui which interprets the location of village in relationship to a crane mountain with the village situated as a crane head. These symbolic and cultural elements have an important role in establishing the boundary of the village. From the research it can be seen that Sonwon-ri village kept many cultural sustainability indicators in terms of active factors, physical factors and psychological factors. By analysing the participation of different scientific disciplines and identifying disciplinary categories, this study provides a basis for understanding how cultural sustainability is subjected to research in the field of landscape planning and design.

• The Korean Journal of Franchise Management
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• v.13 no.4
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• pp.39-48
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• 2022

Purpose: COVID-19 has negatively influenced the financial performance of restaurant firms. Previous literature suggests that the franchising strategy effectively helps restaurant firms recover from difficult business conditions through various methods for expanding business size and enhancing business efficiency. According to risk-sharing theory, restaurant franchisors may minimize operational risks by sharing the risks with their franchisees. For instance, restaurant franchisors could generate more stable cash flow using franchise fees from their franchisees. However, research on the effect of franchise's risk reduction factor on business performance during pandemic is scarce. Thus, this study aims to examine the positive moderating effect of franchising between COVID-19 and restaurants' financial performance. Research design, data, and methodology: Panel data including financial information and franchising status of restaurant firms were collected for analysis. In order to control for unobserved firm-specific factors, generalized least squared estimation in fixed effects model was conducted. Huber-White robust standard errors were used to deal with heteroscedasticity issues. Results: It was found that COVID-19 pandemic has a negative effect on the restaurants' financial performance such as ROA (return on assets), ROE (return on equity), and PM (profit margins), which confirms the findings from existing literature. More importantly, results show that the degree of franchising has a positive moderating effect on the relationship between COVID-19 and financial performance of restaurant firms. This suggests that more active engagement in franchising may decrease negative impacts of COVID-19 on the restaurants' financial performance. Conclusions: The study supports existing literature related to risk-sharing theory, by confirming that pandemics, such as COVID-19, negatively affect financial performance of the restaurants. Furthermore, it was found that franchising strategy can help lessen negative impacts of pandemics on the firm performance. These findings can contribute to the franchise and restaurant management literature by suggesting the role of franchising in reducing business risks, thereby positively affecting financial performance. Moreover, this study offers business managers of franchisors and franchisees insights for utilizing franchising in restaurant risk management. Policymakers may also gain information on aiding restaurant firms during global crisis, such as COVID-19.

• Korea Trade Review
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• v.43 no.3
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• pp.27-46
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• 2018

By conducting a survey on Vietnamese customers' attitude towards domestic and international franchise coffee shops, the purpose of this research is to examine the impacts of service quality and customer equity on customer satisfaction, customer trust and customer loyalty. Based on this research's results, solutions for service improvements were considered to help franchise coffee shops improve customer satisfaction, customer trust and customer loyalty. Specific results were as follows. First results suggest that service quality has positive impact on customer satisfaction and customer trust. Secondly, in terms of customer equity, relationship equity has positive impacts on customer satisfaction and customer trust; However, although brand equity has positive impacts on customer satisfaction, it does not affect customer trust. Finally, customer trust has direct and positive influences on customer satisfaction and customer loyalty. Based on these results, this research proposes practical and theoretical implications and limitations for future research.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.18 no.4
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• pp.135-142
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• 2017

This study employs an analytical mathematical model to estimate the optimal debt ratio of Korean agricultural corporations, more sensitive to the government debt ratio policy compared to other industries, and the estimation of the optimal debt ratio based on objective data. The analytical model utilizes the equation for ROE, with the debt ratio as an independent variable, and related parameters include ROS, TAT, and NFCL. Regarding the NFCL, the optimal debt ratio standard is defined as the debt ratio that maximizes the ROE by analytical procedures such as adding an equation concerning the debt ratio and a linearity relationship to the analytical model, and from these equations, a quadratic equation with the debt ratio as an independent variable describes the ROE. This methodemploys fourteen years of corporate data. Results show that 138% of debt ratio is the optimal debt ratio to increase the ROE of the corporations, which implies that the existing debt ratio of Korean agricultural corporations is higher than optimal. Consequently, it is required for authorities to change future debt ratio policies in view that the purpose of debt ratio management is to maintain safety and increase profitability.Management should emphasize characteristics of the specific industry rather than standardized judgements based on numerical indexes.

• Journal of the Korea Convergence Society
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• v.13 no.5
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• pp.219-228
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• 2022

In order to improve audit quality, it is essential to understand the occurrence of disagreement between auditors and managers, and this study aims to analyze the impact of Business Strategies on audit risk and accounting audit delay. To this end, we conducted an empirical analysis using sample 2,910 firm-year data from 2018 to 2020 of KOSPI-listed and KOSDAQ-listed companies. The results of the empirical analysis of this study are as follows. First, compared to the companies of defender type, prospectors can expand audit procedures for new products, R&D costs, and intangible assets, and increase audit delays due to disagreement between managers and auditors. Second, compared to KOSPI-listed companies, the prospectors in KOSDAQ are more likely to have lower financial reporting quality, which further increases audit delays. The results of this study analyzed whether a company's Business Strategy affects the possibility of disagreement between an auditor and a company, and verified whether there is a difference in the audit report lag by stock market. The results of this study show that auditors' strong duty of care is needed for the companies of prospector type with high audit risk, and it is meaningful to present reinforced audit systems and specific guidelines for the companies of prospector type through the definition of prospector type. It also enables the expansion of research to identify the relationship between non-financial factors and audit risks that make up the companies of prospector type.

• Asia Marketing Journal
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• v.13 no.3
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• pp.249-264
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• 2011

Brand is the major enduring asset of a company and more valuable than the totality of specific products and facilities. Thus brands are powerful assets that must be carefully developed and managed. The company should design and implement marketing activities and marketing communication programs to build and grow the brand value. Strarbucks, Samsung Galaxy, and Nike brands get a price premium and generate strong customer loyalty. A power brand has high brand equity, which is the differential effect that brand knowledge has on consumer response to the marketing of that brand. Brand equity is created when brands have strong, favorable and unique brand associations with customers and high level of brand awareness. Therefore marketers in building a strong brand should ensure to develop the right type of customer experiences with products and effective integrated marketing communication(IMC) programs to create the brand equity. Since 2007 Sinhan card acquiring the LG card has developed the new brand identity and carefully managed the advertising campaign and other marketing communication mix tools to create the high brand awareness and differential brand image. In this case study we examine how Sinhan card with the goal of being No.1 brand in the credit card market has developed and implemented the IMC Strategy to build a high level of consumer brand awareness, unique brand image and strong customer relationship.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.19 no.3
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• pp.301-308
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• 2018

This study explores an analytical mathematical model designed to estimate the optimal debt ratio of the Korean automobile industry, which has a more significant effect on the national economy than that of other industries, and attempts to estimate the optimal debt ratio based on objective data. The analytical model is based on ROA and ROE which uses the debt ratio as an independent variable and employs ROS, TAT, and NFCL as the related parameters. Regarding the NFCL, the optimal debt ratio is usually defined as the debt ratio that maximizes the ROA and ROE and is calculated using analytical procedures, such as by adding an equation that considers the debt ratio and the linearity relationship to the analytical model. This is because the optimal debt ratio can be calculated reliably by making use of an estimated value within a certain range, which is derived from more than two calculations rather than a single estimation starting from one calculation formula. In this study, for the estimation of the optimal debt ratio, the ROA and ROE are expressed as a quadratic equation with the debt ratio as the independent variable. Using this analysis procedure, the optimal debt ratio obtained using the data from the Korean automobile industry over a sixteen year period, which would optimize the profitability of the Korean automobile industry, was found to be 188% of the debt ratio in the ROA and 213% of the debt ratio in the ROE. This result was obtained by overcoming the problem of the reliability of the estimation value in spite of the limitations of the logical theory of this study, and can be interpreted as meaning that maintaining a debt ratio of 188% to 213% can enhance the profitability and reduce the risks in the Korean automobile industry. Furthermore, this indicates that the existing debt ratio of the Korean automobile industry is lower than the optimal value within the estimated range. Consequently, it is necessary for corporations to change their future debt ratio policies, given that the purpose of debt ratio management is to maintain safety and increase profitability, and to take into account the characteristics of the specific industry.