• Textile Coloration and Finishing
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• v.25 no.4
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• pp.337-344
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• 2013

This study aims to understand the advertising recall effect in accordance with color scheme of advertising by subdividing it into brand, picture, color, and style. The results of this study are like following. In the results of the study on advertising recall, first, there were significant differences in picture and color recall. The picture recall was the highest in complementary color scheme while color scheme was shown the highest in single and complementary color schemes. Regarding the advertising recall in accordance with subscription time of fashion magazines, second, the advertising recall can be different in accordance with subscription time of magazine, major, purchase experience, and interest. In case of picture advertising recall depending on major, third, majors highly recognized complementary color scheme in picture recall and also similar color scheme in color recall. Regarding the advertising recall depending on experience in purchasing magazines, purchasers highly recognized complementary color scheme in picture recall and also tone-in-tone color scheme in color recall. In case of the advertising recall in accordance with interest in fashion advertising, the group with interest highly recognized complementary color scheme in picture recall and also similar color scheme in color recall.

• Asia Marketing Journal
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• v.15 no.4
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• pp.187-200
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• 2014

The case study of OB shows dramatic market dynamics between leader brand vs. follower brand similar to Kirin vs. Asahi in Japan for two decades. Almost 20yrs ago, the brand status of OB was dramatically fallen because of the environmental pollution of subsidiary company and harsh competition of rivalry brand. But OB made a ground change in its brand strategy. OB departed from the pride in its past to bet on the new. OB decided to vitalize Cass brand through brand portfolio strategy. They deployed 3 phase articulated marketing plans; Phase I, Acquisition of Cass brand through M&A and strategic segmentation/targeting (1993-2005), Phase 2 - Mega Brand Strategy through Line Extension(2006-2009), Phase 3 - Experiential Marketing focused on Young Culture (2010- present). Finally, OB restored not only brand reputation of Cass and other brands but dominant market position in beer market. Now Cass has been growing rapidly in the last 20 years achieving 50% M/S. The three phases shows the typical successful process of brand management and revitalization adopting brand concept management and S-T-P strategy of manufacturing company.

• The Journal of the Korea Contents Association
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• v.10 no.8
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• pp.177-185
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• 2010

The effects of message framing have been major research themes in marketing and advertising field and several studies on these effects have been conducted. The purpose of this study is to analyze the direct effects of message framing on the ad and brand attitude, and the moderating effects of regulatory focus and product type in these direct effects. Results from experiments indicate that message framing have significant effects on ad and brand attitude. And consumers' regulatory focus plays a moderating role between message framing and ad, brand attitude. We did not found the moderating effects of product type between message framing and ad, brand attitude. Finally, we summarized these results, discussed contributions and limitations of this study.

• International Journal of Human Ecology
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• v.5 no.2
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• pp.93-110
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• 2004

The purpose of this study is to investigate the money management behavior according to the consumption value for consumers, especially for adolescents. Using 502 samples of middle school adolescents, a survey was conducted from May 10 to May 20, 2004. The main results were as follows: 1) The consumption value for adolescent consumers was categorized conspicuous-consumption value, brand-oriented value, mental-oriented value and advertising-dependent value. 2) Female adolescent, with more private spending money, with mobile phone, with importance on brand when purchasing mobile phone, paying more for using mobile phone, having conspicuous-consumption value, with more importance for brand when purchasing mobile phone and having more advertising-oriented value. Adolescent consumers with less private spending money, less payment for mobile phone and having mental-oriented value. 3) Female, with more educated mother, with less spending private money and having better money management behavior. 4) With less conspicuous-consumption value, more mental-oriented value, adolescent consumers have better for money management behavior.

• Journal of the Korean Graphic Arts Communication Society
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• v.30 no.2
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• pp.13-22
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• 2012

This research attempts to analyze communication effects of print ad having pictorial typography. 150 Questionnaires were distributed to respondents staying Daejeun City and 148 copies were retreated for five days from April 22nd to 26th, 2012. Frequency analysis, factor analysis, Cronbach's alpha for reliability analysis were utilized for data analysis with SPSS 12.0. For testing hypothesis, regression analysis was used. As result of testing hypothesis, 'informative, beneficial, creative, reliable' were partially significant to attitude towards print ad having pictorial typography. That means 'creative' and 'reliable' were insignificant, while 'informative' and 'beneficial' are significant. Variable of the most influencing on attitude towards advertising is 'informative.' 'Informative, beneficial, creative, and reliable' were partially significant to brand attitude, too. That means 'beneficial' and 'creative' were insignificant, while 'informative' and 'reliable' were significant. Variable of the most influencing on brand attitude was 'reliable.' Therefore, to enhance communication effect of print ad having pictorial typography, 'informative' and 'reliable' are most significant variables.

• Proceedings of the Korean Society for Quality Management Conference
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• 2006.04a
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• pp.114-119
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• 2006

Brand placement, or product placement(PPL) is one of alternative promotion means of the traditional advertising communication type, and its effectiveness is getting begger because of the increase of movies, video media, and TV networks. The product placement is a new type of advertising communication means that pays the price in the movies definitely. This study is a research on the effect of the product placement on the consumption behavior and brand image.

• The Journal of the Korea Contents Association
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• v.21 no.9
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• pp.284-298
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• 2021

In addition to awareness building, TV media creates search behavior for the brand and the search result may link to a brand homepage and/or an e-commerce site. This study analyzed the impact of TV advertisements on a search volume at NAVER, a leading Korean search platform, in order to verify the impact of TV advertisements on brand-related search behavior. Results are as follows. TV advertisement exposure was significantly related to the amount of Korean search, English search, and total search. In addition, changes in TV advertising exposure also had a significant static influence on changes in search volume. The increase in the number of brand search was different by industries that carried out TV advertisements, and it was verified that the frequency of English searches increased faster than the frequency of Korean search as the exposure of TV advertisements increased. Therefore, domestic TV advertising volume has been verified to affect NAVER search volume, and the advertising industry and brand search language that conducted TV advertisements have been verified to be moderating variables. TV advertisements can be interpreted to cause brand search behavior in English even though it is not a native language for Koreans.

• Journal of the Korea Furniture Society
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• v.25 no.3
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• pp.213-224
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• 2014

Advertising provides consumers with information about products, purchasing effect and criteria. Advertising of the domestic bed companies started in the 1990's and each company focused on publicizing its brand. As the times change, however, they begin to express the quality-property which consumers demanded in the advertising. This research examined the advertising trends in the domestic and foreign bed companies. Also, it presents how the quality control (QC) is reflected on the advertising of the domestic and foreign bed companies. As a result of the analysis on bed-advertising of them, the things mostly represented as a determinant of product quality are performance, shape/quality, recognition and reliability. On the side of consumers, however, service, durability and stability are mirrored in the advertising and help choose the products as the determinants.

• International Journal of Internet, Broadcasting and Communication
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• v.16 no.3
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• pp.47-55
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• 2024

We examined how different types of brand personality play a role to develop a specific consumers' expectation toward a brand, and how this expectation works in various ways in different types of brand transgressions. Based on expectancy violation theory and brand transgression research, a 2 (brand personality types: sincerity vs. competence) × 2 (brand transgression types: morality-related vs. competence-related transgression) factorial design was employed. Corporate evaluations and purchase intention toward the brand were considered as dependent variables. We found that a brand having a sincerity personality is more vulnerable to a morality-related transgression. However, there is no difference in consumers' responses by transgression type for a brand with a competence personality. We identified that brand personality types and transgression types can be critical factors to influence consumers' responses in times of crisis. Theoretical and empirical implications are discussed.

• Journal of the Korea Fashion and Costume Design Association
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• v.18 no.1
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• pp.35-50
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• 2016

As the fashion industry increasingly fierce competition in the market we are elements of product quality can only be differentiated through a difficult period. Because academia and strengthen brand image and measures proposed business, a way to strengthen advertising and promotional marketing. However, this action reminds consumers that have a direct feel of the experience with the product is very easy to see, but counterproductive when advertising and contradictions. Korean fashion brand has sufficient capacity in this part of the judgment, because reason can not spread to the global luxury fashion brand. This study analyzed who help give identity to the domestic fashion luxury brand global strategy angry, it is part of the goal of the current development and product strategy features. Export capabilities, improve product identification components for their product development strategy has been carried out case studies and the recommendations based on this identity-based international luxury fashion brand analysis. The concept of product identification is not strong, the lack of previous studies of this study also adopted the international luxury fashion brand case studies, based on the country. The importance of product identification and product identification research methods derived from the characteristic side also granular component. Then there is the need to achieve national identity customized product development strategy for domestic enterprises to further expand the practice target. This will help enhance the competitiveness of the domestic apparel design.