• 한국컴퓨터정보학회논문지
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• 제24권1호
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• pp.231-238
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• 2019

The objective of this study is to understand the relationship between type of advertising and brand attachment. We divide advertising frame into loss and gain frame and examine the effect on brand attachment, The effect of unique advertising on brand attachment and the effects of interaction effects on brand attachment were examined. The results showed that the effect of the loss and gain frame on brand attachment was statistically significant. It also showed that unique advertising had positive effect on brand attachment. Moreover, the interaction effects of the advertising frame and the uniqueness of advertising have been shown to affect brand attachment. That is, the more emphasis on gain in advertising frame and the more unique advertising, the more effective on brand attachment.

• The Journal of Asian Finance, Economics and Business
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• 제7권6호
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• pp.233-240
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• 2020

This study uses the moderating model to explore the relationships between Corporate Social Responsibility (CSR) associations, brand awareness and consumer purchase intention. Besides investigating the direct effects of CSR associations on brand awareness and consumer purchase intention, this study also focuses on discovering the moderating role of CSR associations on the relationship between brand awareness and consumer purchase intention among Vietnamese students. Adapting scales from previous research, the authors distribute questionnaires to consumers across the country. Then, the validity and reliability are tested via Cronbach's alpha, Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA). Moreover, by employing a meta-analytical path analysis with a sample of 686 consumers, the authors show that CSR associations play an important role in shaping purchase intention among Vietnamese consumers regarding the consumption of organic milk products. Also, CSR associations have a strong effect on brand awareness. However, our study shows that purchase intention is not directly affected by brand awareness. In other words, brand awareness does not mediate the relationship between CSR associations and purchase intention. Interestingly, authors show that CSR associations moderate the link between brand awareness and consumer purchase intention. Based on the research, some recommendations are made to companies that produce organic milk products.

• The Journal of Asian Finance, Economics and Business
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• 제6권2호
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• pp.135-145
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• 2019

The paper aims to investigate the factors of brand equity affecting the purchase intention of car buyers in Ho Chi Minh City. The authors use qualitative method and quantitative research to study the matters, specifically using scales and data collected for Cronbach alpha reliability testing, analysizing the discovery factor of EFA, CFA and verifying the regression models through AMOS software with SEM linear modeling. The study proposes four factors: (1) brand awareness, (2) self-expression value, (3) perceived quality, (4) brand psychology impacting on the brand loyalty and intention to buy cars of customers. The results show that all four factors are statistically significant for positive brand loyalty and purchase willing. The results showed that brand loyalty positively affects consumers' intention to buy cars. Among the factors included in the study, the brand psychology is a new factor which developed by experts in the context of Vietnam. This is the first study in Vietnam to quantify clearly the element of "crowd psychology" affecting the interests and habits of Vietnamese consumers. This explains why Vietnamese consumers prefer brands that are familiar in the market and some new cars with nice models and colors suitable for Vietnamese psychology.

• The Journal of Asian Finance, Economics and Business
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• 제6권1호
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• pp.159-167
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• 2019

The current higher education in Vietnam demonstrates the intense competition among local universities. Undoubtedly, the issue of enhancing the brand value to attract students is now placed at the top to Vietnamese universities. The research aims to identify the objective and subjective factors affecting the brand value of private universities in Ho Chi Minh City, Vietnam as mediated by students' perceptions. This paper employs the mixed research methods and data were then analyzed by measuring Cronbach's Alpha coefficient for reliability, analyzing EFA, and using PATH model to test the experiment on the research model affecting HUTECH's brand value. Probability sampling used is Stratified sampling and 500 students of 8 faculties of HUTECH surveyed by convenience sampling. Additionally, this paper also proposes some managerial implications on enhancing the brand value of private universities in Ho Chi Minh City. The results indicate that the new factor, namely geographic location is the most influential factor to enhance the brand value of private universities in general and HUTECH in particular. Brand still plays a determinant role in students' trust when choosing a university. Finally, some implications proposed to enhance the brand value of private universities in Ho Chi Minh City in the context of fierce competition in attracting students.

• International Journal of Advanced Culture Technology
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• 제9권1호
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• pp.64-69
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• 2021

Brands have begun to act without giving in to the challenges facing our society. Just like the slogan in the novel "The Three Musketeers" by Alexandre Dumas proclaimed, "All for one, one for all!" in the age of transmedia the success of brand activism must reflect the same principle. Specifically, by embracing the big as well as the little stories of consumers scattered everywhere, each and every one should create a huge resonance. This means that brands should use the cultural lever of transmedia so that the various stories of consumers do not fade into oblivion and, furthermore, expand the brand's call to action. By analyzing brand activism cases in business, this study explores the effectiveness of brand activism for advertisers to develop a better understanding of brand communication strategy. Building on findings that show new young generation consumers to favor brands that respond to social, political, and environmental issues and conceptual implications of the snowball effect, this study emphasizes consumer participation in the brand story creation process and the need for brands to aim for high standards of professionalism and accountability, so that they can grow together with their consumers.

• 문화기술의 융합
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• 제10권1호
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• pp.245-252
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• 2024

본 연구는 럭셔리 패션 브랜드의 소셜미디어 지속가능 마케팅의 메시지 프레이밍 유형이 소비자의 브랜드 신뢰에 미치는 영향에 있어 지각된 소비자 효과성이라는 개인의 인지적 특성이 갖는 상호작용적 관계를 규명하고자 하였다. 연구 결과, 럭셔리 패션 브랜드의 메시지 프레이밍 유형은 소비자로 하여금 지각된 소비자 효과성을 높였으며, 수용자의 지각된 소비자 효과성은 각각 해당 브랜드에 대한 소비자의 신뢰를 형성하는데 영향을 주는 것이 확인되었다. 단 메시지 프레이밍 유형은 소비자가 지각하는 브랜드 신뢰에는 유의한 영향을 미치지 않았다. 이러한 연구 결과 럭셔리 패션 브랜드의 메시지 프레임이 직접적으로도 소비자의 브랜드 신뢰를 형성하는데 있어 긍정적 효과를 불러일으킨다는 것을 확인할 수 있었다.

• Journal of Information Technology Applications and Management
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• 제22권4호
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• pp.181-203
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• 2015

Customers who show high level of brand loyalty are one of the most important corporate assets. Accordingly, customers' brand loyalty has been addressed as a critical issue for the business success. In today's business environment where business channels to customers have expanded and diversified continuously, especially the use of social network services (SNSs) have drawn a lot of attention as an effective channel to promote customers' brand loyalty. This study, thus, analyzes the impact of the virtual brand community identity on customers' brand loyalty, focusing on the role of the sense of communities as mediators. The analysis was conducted by using the data collected from 239 users of Chinese virtual brand communities. The results show that both virtual brand community identity and the sense of communities significantly influence on customers' brand loyalty. Furthermore, the results reveal that both of the community belongingness and community trust composing the sense of community partially mediate virtual brand community and brand loyalty as hypothesized. Based on the results, the strategic implications are suggested and discussed, focusing on improving the customers' brand loyalty in the context of SNSs. Our findings and discussions can help companies develop their customer strategies for utilizing the virtual communities to strengthen customers' brand loyalty.

• 문화기술의 융합
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• 제9권3호
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• pp.371-376
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• 2023

라오즈하오(老字号)란 오랜 역사를 지닌 제품, 기술 또는 서비스를 가리키며, 중국 전통문화 배경과 깊은 역사유산을 갖고 있으며, 사회적으로 인정받아 우수한 평판을 형성한 브랜드를 의미한다. 일부 라오즈하오는 발전하고 있지만, 일부 라오즈하오는 생존의 위기에 직면하고 있으며, 중국 정부와 사회는 다양한 지원정책을 발표하여 지속적인 발전을 위해 노력하고 있다. 현재 한국에서 라오즈하오에 대한 연구가 매우 부족하기에, 본 연구는 중국 화장품브랜드 시에푸춘(謝馥春)의 역사, 현황, 경쟁력을 분석하였다. 연구결과, 시에푸춘은 중국 최초의 화장품 기업으로서, 전통문화를 계승한 제조기법을 가졌으며, 현재 상당한 시장 점유율을 유지하고 있다. 5-Forces 모델을 활용하여 시에푸춘의 경쟁력을 분석하고, 라오즈하오 기업에 대한 시사점과 발전모델을 제시하였다.

• 디지털융복합연구
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• 제13권10호
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• pp.235-243
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• 2015

현대인들이 브랜드와의 관계에 선호하는 것은 전통과 공동체가 무너짐에 따라 안정적인 대상이 없기 때문이며, 대중들은 이때 발생하는 심리적인 공허함을 소비자와 브랜드의 관계를 통하여 채워나감으로써 빠르게 변화하는 세상에서 안정된 심리상태를 유지할 수 있게 되는 것이다. 본 연구는 융복합 아파트 브랜드가 브랜드 애호도에 미치는 영향관계에서 관계품질의 매개효과를 분석하는 것이다. 분석의 결과는 다음과 같다. 첫째, 브랜드의 이미지가 애호도에 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 브랜드의 이미지가 관계품질에 정의(+)의 영향을 미치는 것으로 나타났다. 셋째 관계품질 소비자-브랜드가 브랜드 이미지와 애호도에 매개될 것이다. 연구결과로 아파트 건설사들이 소비자에게 느끼는 브랜드 이미지와 애호도와의 영향관계와 소비자 관계품질의 매개효과 결과로 마케팅 전략을 효율적으로 집행할 수 있고 이에 따른 전략도 추구할 수 있다.

• Asia Marketing Journal
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• 제16권1호
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• pp.215-228
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• 2014

The automotive industry plays a significant role in the global economy. One of the reasons is that this industry compasses every aspects of the value chain - from raw materials to design and development, manufacturing, sales and services, and even disposal. Thus, the industry needs significant upfront capital investment and requires years of R&D and market development. As a result, this industry is dominated by a handful of global players and it is not easy for a new entrant to enter this industry. Furthermore, success is even more difficult to achieve. How did Hyundai Motor make it in this tough marketplace? Can it continue against all odds? The CAGR for last 5 years is 12% and it stands at 6th in the world. Compared to other global brands, Hyundai has geographically well-balanced sales portfolio. The quality improvement is outstanding. The brand performance follows these quality and sales improvements. Yet, the global competition is ever intensifying. Now, it is the time to step up once more. The next strategic goal needs fundamental shift toward brand and marketing-focus. In constructing global marketing strategy, Hyundai Motor's vision is "Lifetime partner in mobility and beyond" and its goal is global top 3 brand by year 2015 through modern premium brand image and selling 5 million vehicles. The target brand positioning of Hyundai Motor is the leading position in premium dimension and stylish/modern dimension. The global brand strategy framework is based on the brand direction of "Modern Premium" and is designed to deliver core brand identity (i.e., Simple, Creative, Caring) to customers. In order to manage brand performance, Hyundai's marketing platformalso includes marketing performance management, brand performance management, and market driven organization. From this diagnosis, Hyundai Motor is well posed to build a strong brand. Nevertheless, there are still challenges ahead from consumer, technology, competitor, and macro-environment perspectives. To overcome these threats, the bases of competition for all successful automotive brands are various differentiation factors, including technology, performance, value proposition, or heritage. Hyundai Motor is well prepared so far. However, it is not tested against time yet whether Hyundai can overcome these unforeseeable major threats. Hyundai is trying to find the solution from a strong brand, while believing in "New Thinking. New Possibilities."