• Journal of Fashion Business
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• v.17 no.3
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• pp.109-121
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• 2013

The purpose of this study was set as clarifying the relative importance of experiential marketing on customer satisfaction and revisit intention of beauty salon franchise stores while raising the competitiveness of beauty salon service by clarifying the causal relationship between these factors and revisit intention. The data was gathered using questionnaire targeting 350 adults living in Gwangju Metropolitan City and the analysis was performed using the SPSS 18.0 statistics package. The result of this study is summarized as follows. First, the factors forming up the experiential marketing of beauty salon franchise stores have been verified as a total of 5 dimensions to be shown as sense marketing, relation marketing, feel marketing, think marketing and action marketing. Second, the experiential marketing of beauty salon franchise stores was shown has having statistical significant effect on the revisit intention. Third, the experiential marketing of beauty salon franchise stores was shown has having statistical significant effect on the customer satisfaction. Fourth, while the indirect effect of each of experiential marketing and customer satisfaction of beauty salon franchise stores on the revisit intention was independently shown as significant, the indirect effect of experiential marketing by mediating customer satisfaction was not shown as significant.

• Proceedings of the Korean Institute of Interior Design Conference
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• 2006.05a
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• pp.125-130
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• 2006

The various kinds of consumption belong to a general category and at the same time the expression of most basic aspiration in the human life. Since the ancient times, the consuming activities have lasted with the other basic activities and the consuming space conducting consumption has developed as physical devices along with the human history. Those companies that have been given attention and getting favorable impression currently being selected by the consumers are now concentrated on the storytelling marketing. The storytelling marketing is that the emotion-oriented marketing activities give consumers the opportunities to enjoy the product contained stories to put the stories to marketing activities. It approaches to consumer with human story emotionally rather than rationally and heart rather than mind. Recently, the architecture has become artistic either it was linked and contacted media or part of marketing. We think that the story telling marketing is the eternal triangle among art, architecture and marketing that is a propensity or movement to interior at this time. I found out that the storytelling marketing methodology is able to touch the consumer's heart and stimulate consumption aspiration that makes new circumstances and experience expressing space. And for that, effective marketing methodology is to give the consumers a more exciting and enjoyable motivation in accord with the modern society to give companies positive image to customers and accordingly for the companies to gain profits. The story telling space that is filled with ideas which produce new circumstance and experience using the established narrative and theme will be required continuously and able to develop in the future.

• Journal of the Economic Geographical Society of Korea
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• v.17 no.1
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• pp.28-44
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• 2014

As the era of glocalization arrives, each area of the world with the uniqueness trying to enhance competitive advantage. In this context, the 'Art asset' should be understood as an independent 'Content' in terms of place marketing & creative regional regeneration. Especially in a place as a component of assets 'art' is recognized as an independent content & as a means for new areas of creative regeneration and the local economy will be discussed. To do this, place the property on the basis of a review of existing research on the concept of a new arrangement of art assets were classified by type and each of the cases examined. Ultimately, through the review of creative play area as a place of art assets and utilize the potential value of plce asset is the goal of this article.

• International Commerce and Information Review
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• v.11 no.1
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• pp.265-287
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• 2009

Most of the art gallery has been running their own websites. Not only in physical space but also in cyber space, they are achieving their goals through introducing exhibition and the artist and selling the artist's works. To this end, what are considered important items to the website contents of a large art gallery are assessed. These items include the goals and the mission of the art gallery, the targets of users, the scope of the information, the payment of information fees, relationships with other resources, reliability, accuracy and objectivity. And the analysis of these assessments are to promote the content of the gallery's website, and how to further promote customer satisfaction through the help is provided.

• Korean Institute of Interior Design Journal
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• v.16 no.2 s.61
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• pp.147-154
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• 2007

This study places a great emphasis on the approaches to the space environment we inhabit, which I hope will contribute to generating a number of creative possibilities. Looking into 'site-specificity' which is characteristic by public art in public space method based on Daniel Buren's works 'in situ', this study analyze the relationship between the public space and works of art as a perspective of public art. The characteristics of his 'in situ' works that intervened works exist as space consisting of serial factors not simply art-object, and they suggest 'site Is a work'. The case study of Daniel Buren's public art project represented the results, the site marketing and serves as a guideline for the future of true Art/Space experiments. This study verifies the need for the arts and the space to work together in order to develop more creative and conceptual approaches to innovation and presentation. This cooperation is the continuation of space design by other means.

• Korea Science and Art Forum
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• v.37 no.2
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• pp.205-217
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• 2019

This study began with the focusing the growth of importance of cultural marketing and its successes by applying to branding in a phase in which the cultural production era has arrived after the industrial production era. This study aimed to reveal the effect of cultural marketing, which are used as marketing strategy in the tourism field, on brand attitude and awareness. Therefore, this study tried to investigate the brand equity and attitude in accordance with the cultural marketing factors by survey Chinese tourists visiting Korea. The result and contents of the study are as follows. First, it was confirmed that the research question on the possibility of market segmentation in accordance with cultural marketing factors; the market segments were classified as Cluster 1 general involvement perceived group, Cluster 2 high involvement perceived group, Cluster3 middle involvement perceived group. Second, it revealed significant differences on brand attitude among the segments; Cluster 2 showed high brand attitude and Cluster 3 showed average level on brand attitude. Third, it found a statistically significant differences in the perception of brand equity including perceived quality, brand awareness and brand image of tourism destination. In conclusion, this study was able to identify market segments in accordance with cultural marketing factors of tourism destination and revealed significant differences in the segments by brand attitude and brand equity. This could provide practical implication that various cultural marketing activities to generate positive results on brand equity and brand attitude and cultural marketing strategies is also needed to increase foreign tourists' awareness of these cultural marketing activities.

• Asia Marketing Journal
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• v.12 no.4
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• pp.27-54
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• 2011

This research attempted to present the efficiency of culture marketing to the organizations producing culture-art products and to the companies utilizing art and suggest the practical viewpoints to the culture and art policy agencies. The methodology used was to take an in-depth look at the consumer value cognition and benefits of culture-art products in contemporary consumption culture from a social context by conducting a total of 12 Focus Group Interviews, consisting of 58 males and females in their 10s~50s who can represent culture-art product consumers. The culture-art products refer to the artist's spiritual, actual act of creating or to the end products with economic exchange value. They are also sense goods and merit goods that affect the mental state of consumers. By looking at culture-art products as consumer merit goods, this research examined consumer value cognition of culture-art products based on the characteristics culture-art products. As a result, this research determined that consumers view culture-art products largely as 'aesthetic and sensuous merit goods', 'actual and individual merit goods', and 'social public property'. As 'aesthetic and sensuous merit goods', culture-art products are considered as the products of an artist's creative activities; as 'social public property', culture-art products have a public value in terms of ownership; and as 'actual and individual merit goods', culture-art products act on the spirit and reality of a consumer in terms of consumption. As a result of analyzing the benefits of culture-art products based on the above-mentioned consumer value cognition, it was observed that the benefits of culture-art-product consumption are chiefly divided into 'aesthetic character-oriented', 'social relationships-oriented', and 'individual benefits-oriented' depending on how consumers see culture-art products. A 3-conceptional structures model was constructed according to the relationship between consumer value cognition of culture-art products and the benefits. This research revealed that consumers who pursue the aesthetic value or sense of beauty as the central reason experience culture-art products themselves, enjoy intellectual quests, and pursue their satisfaction by expressing affection for and interests in culture-art products. On the other hand, consumers who pursue social value as the central reason as a means of communication by perceiving culture-art products as a public property of society, pursue sympathy with people close to them through the symbolic power of culture-art product consumption or the joy of self-display. Consumers who perceive art products as spiritual and actual merit goods and pursue consumer value as a central reason want to express their own personality, develop themselves, and differentiate themselves or identify themselves with others in the context of social relations for the ultimate goal of living a happy and satisfied life while pursuing to satisfy imminent and actual necessities as emotional stability and rest. The fact that culture-art product benefits could vary according to how a consumer perceives them implies that consumer value cognition of culture-art products and their benefits significant affect consumers' decision in choosing and consuming various culture-art products. It turned out that such benefits from the consumption of culture-art products reflect the complex contemporary consumption culture of rational consumption, symbolic consumption, experiential consumption, and social reflective consumption. This research identified conceptional structures of consumer value cognition on culture-art products and benefits that can be used for studying and understanding culture-art products consumers who pursue a variety of consumption values. They can also be used by private companies in utilizing art, as well as by national agencies in enhancing the population's quality of life. However, since this research could only conceptually grasp consumer perception of culture-art products and reveal the dimension of classification due to its own limitations arising from characteristic investigation, quantitative data on the benefits of culture-art product consumers should be measured in future studies through a quantitative investigation, while using the value cognition of culture-art products and the individual characteristics of consumers as variables based on this research.

• Proceedings of the KGS Conference
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• 2004.11a
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• pp.23-23
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• 2004

• Journal of Distribution Science
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• v.20 no.2
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• pp.65-77
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• 2022

Purpose: This study aims to identify factors affecting the adoption of e-commerce by household businesses in Vietnam's food and beverage industry. Research design, data and methodology: The integrated TAM and TOE frameworks and ten hypotheses were developed to test the relationship between relevant factors. A cross-sectional survey was conducted to collect valid data from 992 respondents who run F&B household businesses in Vietnam. Results: The empirical research results confirm all proposed hypotheses that e-commerce adoption is affected by the perceived usefulness, the perceived ease of use, vendor support partners, social expectancy, competitive pressure, subjective norm, and household resources. Meanwhile, technical readiness, environment readiness, and organization readiness are intermediate variables that influence the implementation of e-commerce in food and beverage distribution. Conclusions: The findings suggest effective orientations to foster the food and beverage e-trading practice for household businesses in developing countries. Accordingly, to encourage private household businesses to adopt e-commerce, it is necessary to focus on improving business resources, technology readiness, environment readiness, and organization readiness through raising awareness of usefulness, benefits, perceived ease of use, and increased support of vendor partners. Future research can focus on improving the efficiency of e-commerce applications in F&B distribution for both household businesses and larger-scale enterprises.

• Fashion & Textile Research Journal
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• v.20 no.2
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• pp.143-155
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• 2018

The purpose of this study is elucidate the status and role of fashion house museums including art museums that are affiliated to luxury fashion brands. This study is significant in that it offers profound understanding of the history of luxury brands and the direction of communication these luxury brands are taking through online and offline museums. For research methods in this study, literature review and case studies were combined. Based on the luxury type classification by Sicard, the scope of research was determined to include the French classical luxury brands to modern luxury brands and contemporary luxury brands. Examining the current status of fashion house museums, it was found that Cartier Foundation for Contemporary Art is an art museum operated by the luxury fashion brand, Cartier. Other fashion house museums in operation included $Herm{\grave{e}}s$ Museum, Foundation Louis Vuitton Museum, $Crist{\acute{o}}bal$ Balenciaga Museum, Yves Saint Laurent Museum, Gucci Museum, Christian Dior Museum, Prada Foundation Museum, Ferragamo Museum, Armani Silos, and so on. As for online museums, there was Valentino Garavani Virtual Museum. These luxury fashion brands' museums serves the following roles: provides references to the fashion industry professionals and researchers; differentiates the brand as means of experience marketing; promotes the brand and enhances brand communication through exhibitions of the founder and designers; archive the brand's design and builds the brand's history as a means of storytelling marketing.