• Korea Trade Review
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• v.41 no.4
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• pp.185-219
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• 2016

The Chinese cosmetics market is rapidly expanding, but various problems have also emerged, including exaggerated advertisement, lack of accurate information on product usage and the emergence of imitation products. For this reason, cosmetics companies have been making efforts to convince Chinese consumers of their brand authenticity and trust. In particular, Korean cosmetics firms have been using Hallyu stars who are largely popular among Chinese consumers as a means to raise their brand authenticity and trust. The aim of this study was to view Hallyu stars as human brands in the Chinese cosmetics market and verify whether the Chinese consumers' attachment toward Korean celebrities help the consumers perceive the authenticity of the brands advertised by the stars, and whether such brand authenticity affects the Chinese consumers' trust in Korean cosmetics brands. Furthermore, based on the fact that brand authenticity is defined and classified differently according to the type of product, this study observed the authenticity of Korean cosmetics brands from the aspect of product, employee and company based on previous research conducted on cosmetics brand authenticity. To this end, this study surveyed Chinese consumers for a month by using a representative survey website (http://www.sojump.com) that actively shares information related to cosmetics. A total of 394 surveys were used in the empirical analysis. The results of empirical analysis indicated that Chinese consumers' attachment toward Hallyu stars spreads to the Korean cosmetics brands advertised by the celebrities to have a positive effect on the brand authenticity perceived by Chinese consumers, including the authenticity of product, employee and company. Results also showed that the authenticity of Korean cosmetics brands, including product, employee and company, affected Chinese consumers' trust in the brands. The results of this study can provide implications regarding advertising or marketing strategies using Hallyu stars that can be utilized by Korean cosmetics companies to improve brand authenticity and reliability perceived by Chinese consumers in the Chinese cosmetics market, where brand authenticity and reliability are important.

• The Journal of the Convergence on Culture Technology
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• v.9 no.6
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• pp.539-544
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• 2023

In this study, several important aspects were studied in producing video advertisements based on the lifestyle and SNS status of Generation Z. Generation Z highly values participation and interaction due to the nature of SNS, so SNS advertisements should be produced in a way that induces active interaction with viewers and accepts feedback. Here's a summary of the main parts. It prefers various content formats of Generation Z that consume information. Advertisements should be produced in various formats such as text, images, and videos, and should have flexibility suitable for various platforms. Because each SNS platform has its own characteristics due to platform specialization, this study suggests that advertisements analyze the characteristics of the platform and use the appropriate content strategy for the optimized platform. As an emphasis on value proposition, we propose an advertising format setting to focus on what value the product or brand provides. It is important to clearly emphasize the advantages and intrinsic value of a product or service in video advertising, and in conclusion, we propose to focus on the case of increasing interest by adopting modern and trendy design of storytelling as an attractive and unique design method of aesthetic design and visual effects. Considering these factors comprehensively, the research value of this paper will be able to establish an effective SNS marketing strategy by producing video advertisements that match the lifestyle and SNS usage characteristics of Generation Z.

• Culinary science and hospitality research
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• v.12 no.3 s.30
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• pp.164-185
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• 2006

This is a study on preference and memory of TV commercials for food service products and on the processes of relevant attitudes and purchasing activities. The results of this study showed that the higher preference for commercials, the higher rate of memory and that a business with high preference for commercials had all of six variables in the process of purchasing behaviors at the high mean. In conclusion, a food service provider should consider preference to make efficient commercials for consumers in implementing commercials; such preference for commercials may be favorable for attitudes toward brand and commercials as well as for the future memory of the commercials, which have immediate effects on the future purchasing behaviors.

• The Research Journal of the Costume Culture
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• v.6 no.3
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• pp.88-99
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• 1998

Image of Modern Art & Fashion are created on the whole in daily life. Image itself is not simple. There is no more distinction between content & form through mutual crossing for intellectual thinking. Specially, image of reproduction circumstance too many mixtual and compromise (collage) are continued to occur. They could pursuit to change their image through the more increase of impulse, exception and popular experience. In this thesis, I studied about image of Modern fashion & Art. In the modern art, visual image showed as anti-beauty and combination of cultural system. It has shown in the theory of Fred Davis and through fashion brand advertising image as follows; Youth vs maturity (ageless image), male s female and androgynous vs unisexuality (genderless image), colligation vs monopoly (street mode image). As a results, the modern trend image are showing the value of the ambivalence. It can be said that he anti-beauty which are occasionally showed in ambivalence has shown a tendency toward another tradition (feminity) through giving an impulse and paradox.

• Journal of the Korean Home Economics Association
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• v.40 no.10
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• pp.113-121
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• 2002

The purpose of this study was to investigate the effect of the depth of fashion product line on sales. The depth of the fashion product line was defined as the variety of style, color, and size in the outwear line for this study. Data were collected from the 98 brands in 4 department stores located in Seoul and Pusan. The result showed the significant impact of the variety of the outwear style on sales. Even after controlling the effect of advertising and the level of price in each brand, significant effect of the variety of outwear style were noticed on sales.

• Asia pacific journal of information systems
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• v.31 no.2
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• pp.197-219
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• 2021

Social media platforms have become prominent channels for e-commerce, and the role of social network sites' (SNS) content marketing is expanding as a strategic marketing communication approach to attract and retain consumers and increase sales. In this study, we focused on South Korea market and explored the influence of linguistic complexity and informality on consumer engagement. In particular, we identified the importance of complexity, focusing on its negative effects, as well as the moderating effect of commerce features to minimize these effects. Specifically, content length, hashtags, long words, and average sentence length significantly and negatively impacted consumer engagement. The influence of emojis, an informality variable, was not statistically significant. Shoppable tags, a commerce feature that provides both advertising explicitness and shopping convenience, were a moderating factor in the influence of complexity. Our findings provide new insights for content marketing researchers, and have practical implications for social media managers and content developers.

• Journal of Distribution Science
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• v.11 no.12
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• pp.63-69
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• 2013

Purpose - Ethical consumption is the action of buying one product over another with an ethical idea in mind. It has gained in popularity since the 1990s with more emphasis being put on the power of consumer actions to create social, economic, and environmental change. Ethical consumption involves boycotts of certain products or brands as well as purchases linked to ethical issues. Cause-related marketing (the buying behavior of ethical consumption) involves a for-profit and non-profit entity teaming up to promote a product at the same time as promoting a social cause. Each time a consumer buys that product, a donation is made by the for-profit entity to the non-profit entity supporting the specific cause. Cause-related marketing has become a tremendously popular type of ethical consumption in recent years owing to its reputation of allowing companies to "do well by doing good." This study examines how consumers' perception of cause and attitude influence their attitude toward a cause-related marketing campaign and attempts to suggest implications for marketers. Research design, data, and methodology - First, this study was designed to examine the consumers' perception factors (cause involvement, attitude for cause, attitude for company and brand familiarity) in order to determine whether these factors have significantly affected consumers' attitude toward a cause-related marketing campaign. Second, this study developed a structural equation model and tested it empirically using survey data from 223 individual respondents. Respondents were undergraduate students in Chungnam. They were shown an existing real campaign message of cause-related marketing, and then filled out a questionnaire. Data were analyzed with SPSS 20.0 and AMOS 17.0 programs. Results - The hypotheses were tested using factor analysis and structural equation modeling. The study's results showed that brand familiarity, attitude to the company and attitude to the cause significantly affected consumers' attitude toward the cause-related marketing campaign and performance. In particular, attitude to the cause was significantly related to attitude and performance of the cause-related marketing campaign. However, the hypothesis about cause involvement was not supported with the results indicating that cause involvement did not affect consumers' attitude toward the cause-related marketing campaign. The findings underline the importance of consumer perceptions of the cause and the company and their attitude to the cause. They point to the importance of individual differences that influence consumer perceptions of the cause, the company and brand familiarity. Also of importance is the consumer's attitude to the cause. Conclusions - The findings suggest some practical implications in designing and implementing cause-related marketing campaigns. It is important to enhance brand familiarity and create a favorable attitude to the company and attitude to the cause before designing cause-related marketing campaigns. The rising popularity of cause-related marketing has been attributed to its potential to cut through advertising clutter. The findings in this study suggest that marketing campaigns supporting a cause make a difference.

• Culinary science and hospitality research
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• v.21 no.4
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• pp.309-324
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• 2015

The foodservice industry is applying new marketing strategies, and advertisements are the best way to convey their distinctive brand images. The foodservice companies have been choosing a type of advertising called Product Placement(PPL) because it is unconsciously shown more often than other types of advertisements while customers are watching a movie or TV drama. Therefore, the aims of this research were to investigate the influence of the customers' perception of PPL inserted into TV dramas on brand image and purchasing intention. Additionally, present study performed to identify the differences between Korean and Chinese customers. For the survey, the study used both offline and online sampling methods, and the analyzed data was from 150 Korean and 150 Chinese respondents. As results, the more respondents were positive and familiar about PPL, the higher the brand image and purchasing intention. Chinese consumers had positive perception of PPL, which positively influenced the brand image and purchasing intention while Korean consumers' ethical awareness about PPL had a negative influence. Therefore, the Korean foodservice industry needs to differentiate the strategies for the PPL marketing between the Korean and Chinese market.

• Korean Business Review
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• v.15
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• pp.133-152
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• 2002

The objective of this study examines that a country-of-origin and a congruity between country-of-origin of brand and country-of-origin of production effect on consumers' product preference respectively. To test this hypothesis, we used stimulus material including product photos with brand and its production description. Nation selected for study is defined as developed country, Korea, underdeveloped country, and tape record, sports shoes, and cosmetic, tissue is selected, they have characteristics with thinking vs feeling, level of involvement, private vs public. The result of analysis show that the effects of country-of-origin on product preference is different over country. The product of developed country is preferred by subjective, and following Korea, underdeveloped country. This result imply that country-of-origin effect on consumers' product preference and product evaluation positively. And we found that the degree of congruity between country-of-origin of brand and country-of-origin of production has very substantial impact on product quality judgement and product preference above and beyond brand and country-of-origin of production main effects. This study contributes to a understanding of effects of country-of-origin at the perspective of congruity, and extend level of generalization of country-of-origin effect by testing various product characteristic and congruity.

• Information Systems Review
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• v.17 no.3
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• pp.159-181
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• 2015

This study proposes a comprehensive model of purchasing intention of customers in agricultural products online shopping malls. In this study, we derived the factors through the literature reviews and logical reasoning and classified the factors as a business point of view, an information systems point of view and an agricultural characteristics point of view, and developed the integrated research model which is the factors affect purchase intentions by mediating trust and the perceived usefulness. A total of 329 samples of a valid survey data from the members of small agricultural online shopping malls were collected and the research model was empirically analyzed by a confirmatory factor analysis and path analyses using structural equation modeling with the data. The results show that the product quality and the service quality of the business point of view have effects on the trust, however the price adequacy and entertainment have no effect on the trust and the perceived usefulness respectively, also the advertising exposure has no effect on the trust but it has an effect on the purchase intention directly. The information quality and the ease of use of the information systems point of view have an effect on the trust and perceived usefulness. At last, the seasonal product of the agricultural characteristics point of view has effects on perceived usefulness but the regional brand has no effect on the trust. The results of this study provide strategic implications for successful development and operation of agricultural products online shopping malls.