• Archives of design research
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• v.18 no.2 s.60
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• pp.111-122
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• 2005

Public Service Advertising(PSA) is the integrated marketing concept including strategy and technology in all its aspects that pursue the changes of community to seek an agreement of its members by the intentional and the target oriented way. PSA to the exclusion of commercial intention reflects the current social flow and subject since it is focused to the social issue. PSA plays an important role in creating the further cultural value, and also affects present cultural value to advertising message. In this aspect, this study is very valuable to design the plan for further effective management of advertisement and to analyze communication strategy of PSA. This study is to make dear the nature of PSA by the analysis of contents of visual image and linguistics' factors in actual produced and broadcasted TV advertising, called 'Protection of environment' In the results, PSA related the environment is working to linguistic-centered persuading message corresponding to visual factor, this intends to educate and instruct the consumers in 1980's. PSA, therefore, shows a non-description nature without story line and a hero(heroin) on it. In contrast, after 1990's, PSA was made up image-centered and maximized the effectiveness public campaign through the activating consumer's judgement and intervention. We are able to know that it contributes to considering and persuading the consumer to suggest the story format through the visual way to deliver the message. This study of relationship between visual image and linguistics is a common trend appeared in all media including today's advertising, and may be a remarkable result to present proper direction of PSA campaign.

• Journal of Global Scholars of Marketing Science
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• v.19 no.2
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• pp.5-16
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• 2009

Against the backdrop of the increasing trend towards economic globalisation, many international firms are indicating that decisions on how to enter foreign markets remains one of the key strategic challenges confronting them. Despite the rich body of literature on the topic, the fact that these challenges have continued to dominate global marketing strategy discourses point to someevident lacunae. Accordingly, this paper considers the variables, categorised in terms of firm contexts (standardisation, market research, competition, structure, competitive advantage) and host country-contexts (economic development, cultural differences, regulation and political risk), which influence the degree of involvement of UK companies in overseas markets. Following hypotheses were drawn from literature review: H1: The greater the level of competition, the higher the degree of involvement in the overseas market. H2: The more centralised the firm's organisation structure, the higher the degree of involvement in the overseas market. H3a: The adoption of a low cost-approach to competitive advantage will lead to a higher degree of involvement. H3b: The adoption of an innovation-approach to competitive advantage will lead to a higher degree of involvement. H3c: The adoption of a market research approach to competitive advantages will lead to a higher degree of involvement. H3d: The adoption of a breadth of strategic target-approach to competitive advantage will lead to a lower degree of involvement. H4: The higher the degree of standardisation of the international marketing mix the higher the degree of involvement. H5: The greater the degree of economic development in the host market, the higher the degree of involvement. H6: The greater the cultural differences between home and host countries, the lower the degree of involvement. H7: The greater the difference in regulations between the home country and the host country, the lower the degree of involvement. H8: The higher the political risk in the host country, the lower the degree of involvement. A questionnaire instrument was constructed using, wherever possible, validated measures of the concepts to serve the aims of this study. Following two sets of mailings, 112 usable completed questionnaires were returned. Correlation analysis and multiple regression analysis were used to analyze data. Statistically, the paper suggests that factors relating to the level of competition, competitive advantages and economic development are strong in influencing foreign market involvements. On the other hand, unexpectedly, cultural factors (especially individualism/collectivism and low and high power distance dimensions) proved to have weak moderating effects. The reason for this, in part, is due to the pervading forces of globalisation and the attendant effect on global marketing. This paper has contributed to the general literature in a way that point to two mainimplications. First, with respect to research on national systems, the study may hold out some important lessons especially for developing nations. Most of these nations are known to be actively seeking to understand what it takes to attract foreign direct investment, expand domestic market and move their economies from the margin to the mainstream global economy. Second, it should be realised that competitive conditions remain in constant flux (even in mature industries and mature economies). This implies that a range of home country factors may be as important as host country factors in explaining firms' strategic moves and the degree of foreign market involvement. Further research can consider the impact of the home country environment on foreign market involvement decisions. Such an investigation will potentially provide further perspectives not only on the influence of national origin but also how home country effects are confounded with industry effects.

• Journal of Global Scholars of Marketing Science
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• v.18 no.4
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• pp.61-118
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• 2008

The purpose of this research is to construct research framework for international franchising based on existing literature and to identify research components in the framework. Franchise can be defined as management styles that allow franchisee use various management assets of franchisor in order to make or sell product or service. It can be divided into product distribution franchise that is designed to sell products and business format franchise that is designed for running it as business whatever its form is. International franchising can be defined as a way of internationalization of franchisor to foreign country by providing its business format or package to franchisee of host country. International franchising is growing fast for last four decades but academic research on this is quite limited. Especially in Korea, research about international franchising is carried out on by case study format with single case or empirical study format with survey based on domestic franchise theory. Therefore, this paper tries to review existing literature on international franchising research, providing research framework, and then stimulating new research on this field. International franchising research components include motives and environmental factors for decision of expanding to international franchising, entrance modes and development plan for international franchising, contracts and management strategy of international franchising, and various performance measures from different perspectives. First, motives of international franchising are fee collection from franchisee. Also it provides easier way to expanding to foreign country. The other motives including increase total sales volume, occupying better strategic position, getting quality resources, and improving efficiency. Environmental factors that facilitating international franchising encompasses economic condition, trend, and legal or political factors in host and/or home countries. In addition, control power and risk management capability of franchisor plays critical role in successful franchising contract. Final decision to enter foreign country via franchising is determined by numerous factors like history, size, growth, competitiveness, management system, bonding capability, industry characteristics of franchisor. After deciding to enter into foreign country, franchisor needs to set entrance modes of international franchising. Within contractual mode, there are master franchising and area developing franchising, licensing, direct franchising, and joint venture. Theories about entrance mode selection contain concepts of efficiency, knowledge-based approach, competence-based approach, agent theory, and governance cost. The next step after entrance decision is operation strategy. Operation strategy starts with selecting a target city and a target country for franchising. In order to finding, screening targets, franchisor needs to collect information about candidates. Critical information includes brand patent, commercial laws, regulations, market conditions, country risk, and industry analysis. After selecting a target city in target country, franchisor needs to select franchisee, in other word, partner. The first important criteria for selecting partners are financial credibility and capability, possession of real estate. And cultural similarity and knowledge about franchisor and/or home country are also recognized as critical criteria. The most important element in operating strategy is legal document between franchisor and franchisee with home and host countries. Terms and conditions in legal documents give objective information about characteristics of franchising agreement for academic research. Legal documents have definitions of terminology, territory and exclusivity, agreement of term, initial fee, continuing fees, clearing currency, and rights about sub-franchising. Also, legal documents could have terms about softer elements like training program and operation manual. And harder elements like law competent court and terms of expiration. Next element in operating strategy is about product and service. Especially for business format franchising, product/service deliverable, benefit communicators, system identifiers (architectural features), and format facilitators are listed for product/service strategic elements. Another important decision on product/service is standardization vs. customization. The rationale behind standardization is cost reduction, efficiency, consistency, image congruence, brand awareness, and competitiveness on price. Also standardization enables large scale R&D and innovative change in management style. Another element in operating strategy is control management. The simple way to control franchise contract is relying on legal terms, contractual control system. There are other control systems, administrative control system and ethical control system. Contractual control system is a coercive source of power, but franchisor usually doesn't want to use legal power since it doesn't help to build up positive relationship. Instead, self-regulation is widely used. Administrative control system uses control mechanism from ordinary work relationship. Its main component is supporting activities to franchisee and communication method. For example, franchisor provides advertising, training, manual, and delivery, then franchisee follows franchisor's direction. Another component is building franchisor's brand power. The last research element is performance factor of international franchising. Performance elements can be divided into franchisor's performance and franchisee's performance. The conceptual performance measures of franchisor are simple but not easy to obtain objectively. They are profit, sale, cost, experience, and brand power. The performance measures of franchisee are mostly about benefits of host country. They contain small business development, promotion of employment, introduction of new business model, and level up technology status. There are indirect benefits, like increase of tax, refinement of corporate citizenship, regional economic clustering, and improvement of international balance. In addition to those, host country gets socio-cultural change other than economic effects. It includes demographic change, social trend, customer value change, social communication, and social globalization. Sometimes it is called as westernization or McDonaldization of society. In addition, the paper reviews on theories that have been frequently applied to international franchising research, such as agent theory, resource-based view, transaction cost theory, organizational learning theory, and international expansion theories. Resource based theory is used in strategic decision based on resources, like decision about entrance and cooperation depending on resources of franchisee and franchisor. Transaction cost theory can be applied in determination of mutual trust or satisfaction of franchising players. Agent theory tries to explain strategic decision for reducing problem caused by utilizing agent, for example research on control system in franchising agreements. Organizational Learning theory is relatively new in franchising research. It assumes organization tries to maximize performance and learning of organization. In addition, Internalization theory advocates strategic decision of direct investment for removing inefficiency of market transaction and is applied in research on terms of contract. And oligopolistic competition theory is used to explain various entry modes for international expansion. Competency theory support strategic decision of utilizing key competitive advantage. Furthermore, research methodologies including qualitative and quantitative methodologies are suggested for more rigorous international franchising research. Quantitative research needs more real data other than survey data which is usually respondent's judgment. In order to verify theory more rigorously, research based on real data is essential. However, real quantitative data is quite hard to get. The qualitative research other than single case study is also highly recommended. Since international franchising has limited number of applications, scientific research based on grounded theory and ethnography study can be used. Scientific case study is differentiated with single case study on its data collection method and analysis method. The key concept is triangulation in measurement, logical coding and comparison. Finally, it provides overall research direction for international franchising after summarizing research trend in Korea. International franchising research in Korea has two different types, one is for studying Korean franchisor going overseas and the other is for Korean franchisee of foreign franchisor. Among research on Korean franchisor, two common patterns are observed. First of all, they usually deal with success story of one franchisor. The other common pattern is that they focus on same industry and country. Therefore, international franchise research needs to extend their focus to broader subjects with scientific research methodology as well as development of new theory.

• The Journal of the Korea Contents Association
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• v.8 no.10
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• pp.278-286
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• 2008

This study's purpose is to offer to basic data in each professional soccer team's spectator marketing strategy through researching the influence of spectators' life style on the appeal of professional soccer. This study's survey is target 500 spectators who were present at the professional soccer championship game in 2007 at Seongnam Stadium. Data analysis was done on 484 spectators's questionnaires using SPSS V. 12.0. To analyze materials the frequency, correlations, and regression analysis were used as statistic analysis techniques. The conclusion based on above study method and the result of material analysis are here below. First, the influence of spectator's life-style on the loyalty(action loyalty, attitude loyalty)of professional soccer. Second, the influence of spectator's life style on the appeal(field factor, game circumstance factor, spectating expense factor, promotion factor, entertainment factor, player factor)of professional soccer.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.4
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• pp.622-633
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• 2009

I need to study variations which affect Chinese internet shopping-mall vendor and Chinese buyer's long term relationship and utilize that insight on marketing strategy. For that, I studied effect of shopping propensity, internet shipping-mall quality on satisfaction, trust, commitment and purchase intention of fashion products, mainly fashion goods consumers in their 20s-30s at Shanghai and Beijing. 453 respondents' survey was used for this study by random sample selection and analyzed through frequency analysis, factor analysis, regression analysis, cross-tab, ANOVA test with SPSS12.0. Through this study, I found out that Chinese fashion goods consumer can be categorized as information seeker, variety seeker and innovation seeker. Among them, innovation seeker was most sensitive on shopping mall's quality, satisfaction, trust, commitment and purchase intention and Chinese consumer's evaluation on internet shopping-mall' perceived quality affect satisfaction, absorption, trust and fashion goods purchase intention. Based on that, I need to understand more about target consumer before enter the market, because there is difference of shopping-mall quality, satisfaction, trust, absorption and purchase intention according to shopper's propensity and demographic factors.

• Journal of the East Asian Society of Dietary Life
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• v.16 no.2
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• pp.156-164
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• 2006

The purposes of this study were to examine bakery cafe use and to identify differences according to gender and age. The questionnaires developed for this study were distributed to 320 males and females aged 20 and over in Seoul. A total of 285 questionnaires were used for analysis(89.1%) and the statistical analyses were completed using SPSS Win (12.0) for descriptive analysis and $x^2-test$. Over 80% of customers used bakery cafes once a month or less, and female customers visited more often than males. The main reasons for using bakery cafe were to chat and then, to buy and eat bakery products. There was a significant difference by age. Average time consumed at a bakery cafe was usually under 1 hour and 30 minutes. Female and younger customers stayed longer than male and older customers, respectively. The majority of customers(85.6%) were accompanied by 2 or less guests and there was no significant difference between the groups. The expenses per person per visit were usually $3,000won{\sim}10,000won$, and the percentage of customers who spent at least 15,000 won was highest in those aged 41 and more. The groups with different gender and age also differed in their choices of products. Customers who are female or under 41 years old used coffees or beverages more often than other group customers. There was no significant difference in understanding on bakery cafe between groups, and 64.9% of respondent answered that they understood bakery cafe as a complex of bakery and cafe. Overall, for early settlement and development of the bakery cafe industry, it seems very important to establish marketing strategy that meets target customers' needs on the basis of understanding their patterns of bakery cafe use.

• Journal of Fashion Business
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• v.11 no.4
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• pp.29-41
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• 2007

This study is to research how women aging from 20 through 40 Apperance -Mnagement Bhavior and care of their outer looks from a beauty treatment perspective. This research should help satisfy the wants of women who are the main clients of the beauty products and help the beauty industry to produce new products and also to help out on their marketing strategy. In order to search the general characteristics of our target women, Frequency Analysis was used, to find out the sub-factor of interest in beauty Factor Analysis and Reliability Analysis was used. In order to divide the group according to Degree of Apperance Concern 'sub-factor, cluster analysis, analysis of variance, Scheffe'-test, $X^2-test$ was used, and to find out the difference on how they care of beauty analysis of variance was used, and further more to summarize the result of analysis of variance Scheffe'-test was used. As a result, in all different ways of beauty caring, weight resisting, skin care and plastic surgery summed up similarly among the self-care group, hair care ended up with similar results among all three groups: self-caring group, no interest in beauty at all group, and the too conscious of other eyes group, and results on the interest rate of clothing ended up similarly among the other-eye conscious group, beauty care interest group, and the self-care group.

• Proceedings of the Korea Contents Association Conference
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• 2009.05a
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• pp.1191-1194
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• 2009

Scholarly information service is compared with internet portal services for object of use, information attributes and target users. It is not popular service, so scholarly information service providers need to have distinguished marketing strategy. KISTI service development team has performed on-site training for end users in major customer institutions in 2008. This study shows the effect of scholarly information service on-site training and user's preference of service promotion in specialized information service field.

• Culinary science and hospitality research
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• v.15 no.3
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• pp.307-323
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• 2009

This study aims to redefine people's attitudes about well-being trend LOHAS(Lifestyles Of Health And Sustainability) by a systematic research on diners' perspectives about LOHAS and menu-selecting behavior since well-being trend has been a main interest of the media and the food service industry. Also, this study has focused on understanding customers' menu-selecting behavior through a customer interest survey and on customers' interests and verifying factors for healthy food inclination and satisfaction level to give basic information and marketing suggestions for healthful menu. SPSS 12.0 was used for the data analysis, and $x^$-test was carried to make clear the different perspectives about well-being trend LOHAS according to the general characteristics of those polled. Factor analysis was done to menu-selecting behavior. Differences between sampling menu-selecting factors and general characteristics(t-test & ANOVA) were inspected and multiple regression analysis between health inclination and satisfaction level was also conducted. According to the survey, customers' well-being menu selecting behavior showed highly in married women, relatively older people, those with higher general income and higher education. Regression analysis showed that menu-selecting behavior influenced customers' inclination toward health and satisfaction level. Therefore, the food service industry should target those groups and improve its promotional communication strategy with proper menu development and an improved concept.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.7 no.4
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• pp.149-157
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• 2012

This article aims to identify the selection attributes for developing korean-style industrial tourism. Evaluating attributes is the most important stage in consumer decision-making process and culture has a significant influence on this stage. This study is to analyze in the evaluation of selection attributes with the theory of industrial tourism and come up with developing tourism. a survey was conducted to the staff of travel agency in korea. Through factor analysis and multiple regression analysis, authors identified five factors(i.e. business, conveniences, tourism attraction, hospitality, property) were amenable to the industrial tourism, found that the most important attributes had the strongest influence on satisfaction level. According to the results of this study, author suggests that nationality of industrial tourism have an effect on evaluating selection attributes of the korean-style industrial tourism. therefore, nationality could be the basis of target marketing strategy.