• Journal of the Korean Society of Clothing and Textiles
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• v.23 no.8
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• pp.1075-1085
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• 1999

Brand equity is the added value endowed by the brand to the product. This concept born in the 1980's has aroused intense interest among market managers and business strategists from a wide variety of industries. Brand equity can be approached in different perspectives according to the motivations and the objectives of the studies. Consumer-based brand equity is examined internally by consumers' cognition and feeling and externally by consume behavior in the market By analyzing the relationship between them we can understand how brand value is made in the mind of consumers and how it is converted into the consumer behavior,. The brand is an especially important extrinsic cue in clothing products and the apparel industry has higher brand equity when it is actually compared with the brand equity of many other industries measured as a financial asset. Therefore the purpose of this study was to find out brand value of clothing products through clothing brand equity and to understand consumer behavior of the brand. And so we focused in consumer-based brand equity. For the empirical study three brands that are predicted to have different level of brand equity were selected based on prices and market shares of the brands. As the result the consumer-based brand equity is composed of emotional and cognitive dimensions and each dimension has several sub-dimensions. These diverse dimensions of brand equity bring about differences in consumers' purchase behavior market share and price premium of brands.

• Journal of Distribution Science
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• v.15 no.1
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• pp.95-104
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• 2017

Purpose - This study focuses on long-term orientation that can lead long-term partnership. A long-term orientation needs a trust and relation commitment between company. So in this study, the researcher conducts a dependent variable as a justice recognition and brand asset value to research model to find out casual relationship among quoted factors. Research design, data, and methodology - The focus of this study was employees who work in a liquor distribution company to figure out factors that effect on long-term relationship in b2b transaction. The development of the research model is based on the literature of the preceding research analysis of justice recognition, brand asset value, trust, relation commitment and long-term orientation. This study have constructs that defined operationally by previous studies, research model design that to figuring casual relationships among the quoted factors. From 2016 Sep. 1st to Oct. 30th, a questionnaire survey was conducted targeting employees who work in liquor distribution company. 176 survey data were used for empirical analysis to prove the research hypotheses. Results - The main results of this study's empirical methodology were as follows. First, procedural justice and interactive justice has a positive significant effect on trust and relation commitment. Also brand image, brand awareness and perceived quality has a positive significant effect on trust and relation commitment. Second, trust and relation commitment has a positive significant effect on long-term orientation. Every hypothesis adopted as the researcher designed for empirical study. Conclusions - Based on empirical results, this study confirmed that trust and relation commitment has empirical relationship with long-term orientation. Based on the analysis, the researcher provided managerial implication by setting 2 way path for making long-term orientation with business company. First path is procedural justice to relation commitment. It contains that procedural justice recognised while business transaction execution, consideration intension and relation development will happen in b2b. Second path is perceived quality to trust. It contains that the perceived quality recognised while business transaction execution, trust will increase rapidly. So when a business company wants to make a partnership, they have to consider procedural justice and perceived quality to make a long-term relationship.

• Journal of the Korean Society for Aviation and Aeronautics
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• v.21 no.3
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• pp.65-77
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• 2013

A high brand reputation of a airline means the airline is preferred by passengers because of its unique services being even better than others. This is why airline's specialized services are important in that those services would create a new brand value and build up the airline's brand image, being enable to have competitive advantage over other airlines, to provide satisfied services, to have a mutual trust between passengers and the airline and to create customer's loyalty. A-Airline have been trying to give passengers a joy of flight by providing its customized and specialized cabin services out of airlnes' stereo-typed services.Therefore this paper will find out how their satisfaction of the cabin services have a positive impact on customer loyalty through brand image, brand reputation, brand identity and brand attraction. Those services would not only contribute to upgrade A-airline's corporate image but show the way to which the cabin service is heading also.

• Journal of the Korean Society of Food Culture
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• v.29 no.6
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• pp.593-598
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• 2014

Brands play a critical role as a core asset and the primary driver for corporate growth because of their power of identity and influence on customers' perceptions in restaurant industry. However, in spite of diverse and dynamically changing recent brand portfolio strategies of restaurants, a study on the effect of brand diversification on financial performance has been rarely conducted in the restaurant industry context. Considering competing viewpoints regarding diversification's influence on financial performance, the purpose of this study is, therefore, to examine the effect of brand diversification on firm performance of restaurants. The results indicated that brand diversification is positive effect to profitability. Brand diversification seems to be attractive and might be a reasonable growth strategy to expand market power by satisfying diverse consumer needs. Therefore, restaurant managers should be consider in implementing brand diversification strategy especially in dynamically changing trend of brand diversification in the current restaurant industry.

• The Journal of the Convergence on Culture Technology
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• v.10 no.3
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• pp.497-502
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• 2024

Local culture plays a role in enhancing the cultural competence of citizens by approaching branding from the perspective of brandization by implying value amid changes in local traditions and modern times. Therefore, this study established a research model with brand loyalty, brand recognition, perceived quality, and brand image as dependent variables in order to analyze the impact of local cultural characteristics on cultural brand asset components. We tested the research hypothesis and analyzed it, As local cultural characteristics affect cultural brand asset components, it was found that it is necessary to change the perception of local culture and promote traditional culture. In addition, Yeoju City needs to plan a festival that combines tradition and local culture through the convergence of content and cultural policy for the recognition and brand image of the Yeoju Yeongneung, a World Heritage Site, and it is urgent to change the direction of citizens. In addition, it was found that it is desirable to expand research on the formation of cultural brand assets according to local cultural affinity.

• Asia Marketing Journal
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• v.20 no.1
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• pp.23-48
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• 2018

SK group has been a pioneer in overall brand management and, more recently, in CSR-imbedded brand management. SK vision of "improving itself to give greater happiness to all of its customers" and the symbol mark of "Wings of Happiness" are some good examples of integrating distinct brand identities of various member companies. After impressive growth and expansions into diverse business areas, SK group is ranked as the third largest company based on asset amounts according to the Fair Trade Commission of Korea, only after Samsung and Hyundai Motor groups. SK brand management can be analyzed, using the framework of 4 stages - 'infrastructure', 'planning', 'doing', and 'seeing' stages. In order to secure 'infrastructure' of brand management system, SK has invested huge resources to the 'SK BMS' (SK Brand Management System). At the 'planning' stage, the most important task of SK like other Korean business groups is perhaps to adopt a well-organized 'brand identity (BI) system' which may consolidate brand values of individual member companies. In actuality, SK BI consists of Customer Happiness located at the center and 3 other elements of Pride, Professionalism, and Customer-orientation. At the 'doing' stage, the slogan of 'OK! SK' and the logo of 'Wings of Happiness' have been placed at the core of the SK group brand building programs. SK adopts the principle of 'independent yet united', pinpointing that each member company independently works for its business performance but it is, at the same time, encouraged to integrate its capabilities for the SK group brand. In addition, SK has sought 'shared growth' with business partners for happiness for all the members in the society. 'Social Contribution Philosophy' based on SK value of 'creation of greater happiness' is again one of the most important guidelines for CSR (corporate social responsibility) at the doing stage. At the seeing stage, SK regularly evaluates its branding programs. SK has shown some very impressive achievements in brand management: (1) a core identity of 'Customer Happiness' participating member companies may share, (2) harmonious relationships between the group brand management office and brand management divisions of member companies, and (3) consistency-keeping in brand management over time. However, there remain two major challenges: (1) globalization of SK and (2) reinforcing sustainable superiority over not only Korean rivals but also global ones.

• Journal of Korea Port Economic Association
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• v.38 no.1
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• pp.49-71
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• 2022

The purpose of this paper is to study the effect of the corporate social responsibility by port operation organization on the brand asset, reputation and relationship performance perceived by interested parties. To achieve such a purpose, literature survey on various research papers and thesis, research report is carried out and also reliability analysis, validity test and multiple regression analysis using SPSS 18.0 are used. To verify a established research model for empirical analysis and hypotheses, questionnaires are distributed to the port operation organization, terminal operators, shipping companies and NGO. Total 414 copies of questionnaires were collected and used in this analysis. The main results of the study are summarized as below. First, it was confirmed that social responsibility of the port operation organization are classified into three categories; economic, legal, and charitable and ethical responsibility. Second, economic responsibility has a positive impact on the brand awareness and reputation. Third, legal responsibility has a positive impact on the trust and commitment. Fourth, charitable and ethical responsibility has a positive impact on brand image and awareness, reputation, trust and commitment. Further additional empirical research can be extended by distributing more questionnaires including several port operation organizations in Busan and Incheon.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.13 no.4
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• pp.1518-1524
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• 2012

A Brand is supposed to age as it goes by, following a brand life cycle, as it is not a solid, immutable asset but something of a living creature. Therefore, self-renovation and revitalization efforts are needed, in order to incessantly confirm the self existence through the relationship with the consumer. In 2009 and 2011, 'Beksul', brand in maturity stage tried to revitalize Brand and the brand image two-times. For this study, brand logo and TV commercials of Beksul for revitalization were gathered via TVCF.com and their creative strategy were studied. This study could find that the creative strategy of brand in maturity stage is based on its brand essence and focused on reinforcing brand royalty.

• Journal of Korea Technology Innovation Society
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• v.12 no.2
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• pp.291-311
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• 2009

Intellectual Property(IP) investment and its management are an key driver to create corporate value and intangible asset value through corporate's competitiveness. The purposes of this study are to survey capability of IP management and assess the effects of IP investment and its management on the separation into groups of intangible asset value. In order to attain those purposes of this study, sample companies were taken and categorized into three groups by the level of intangible asset value ratio, and data for IP investment such as R&D expenditure and advertising expenditure were collected from 90 manufacturing companies, and data for IP management capability about patent, design and brand were taken through survey. The final results showed as followed: First, IP management capability were generally not sufficient in the results of survey. Second, mean vector for the four variables were significantly different among three groups in multivariate analysis variance. Third, the order of their contribution to separating the groups were R&D expenditure, advertising expenditure, patent management, management of design and brand in canonical variate analysis. Fourth, R&D and patent management capability were significantly related to the separation of three groups, while advertising expenditure were not significant and management of design and brand were not sure of Significance in multinomial logit discriminant analysis. Fifth, exploratory power of the discriminant model were estimated by 53% in classification analysis. Finally, strategic policy for IP investment and its management should be taken urgently to create intangible asset value and to improve the capability of its management.

• The Journal of the Korea Contents Association
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• v.9 no.3
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• pp.241-249
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• 2009

With the recent growth of the Internet, the on-line brand community has been a major vehicle for building a corporate brand asset. This study aimed to identify the effective relationship between confidence, identification, and a brand attitude according to the on-line brand community type. As a result of an empirical analysis, first, the customer-driven community showed higher confidence and identification than those of the corporate-held community. Also, the customer-driven community was assessed more favorable also in the brand attitude. Second, the interactive effect between the community type and community activities was found to be significant in the confidence of the community confidence, and it was also the same for the identification of the community. Therefore, it would be necessary for companies to prepare strategies for improving the level of confidence and the identification of consumers in consideration of the community type for effective brand management on-line.