• Journal of Global Scholars of Marketing Science
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• 제17권2호
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• pp.111-131
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• 2007

As a brand becomes a core asset in creating a corporation's value, brand marketing has become one of core strategies that corporations pursue. Recently, for customer relationship management, possession and consumption of goods were centered on brand for the management. Thus, management related to this matter was developed. The main reason of the increased interest on the relationship between the brand and the consumer is due to acquisition of individual consumers and development of relationship with those consumers. Along with the development of relationship, a corporation is able to establish long-term relationships. This has become a competitive advantage for the corporation. All of these processes became the strategic assets of corporations. The importance and the increase of interest of a brand have also become a big issue academically. Brand equity, brand extension, brand identity, brand relationship, and brand community are the results derived from the interest of a brand. More specifically, in marketing, the study of brands has been led to the study of factors related to building of powerful brands and the process of building the brand. Recently, studies concentrated primarily on the consumer-brand relationship. The reason is that brand loyalty can not explain the dynamic quality aspects of loyalty, the consumer-brand relationship building process, and especially interactions between the brands and the consumers. In the studies of consumer-brand relationship, a brand is not just limited to possession or consumption objectives, but rather conceptualized as partners. Most of the studies from the past concentrated on the results of qualitative analysis of consumer-brand relationship to show the depth and width of the performance of consumer-brand relationship. Studies in Korea have been the same. Recently, studies of consumer-brand relationship started to concentrate on quantitative analysis rather than qualitative analysis or even go further with quantitative analysis to show effecting factors of consumer-brand relationship. Studies of new quantitative approaches show the possibilities of using the results as a new concept of viewing consumer-brand relationship and possibilities of applying these new concepts on marketing. Studies of consumer-brand relationship with quantitative approach already exist, but none of them include sub-dimensions of consumer-brand relationship, which presents theoretical proofs for measurement. In other words, most studies add up or average out the sub-dimensions of consumer-brand relationship. However, to do these kind of studies, precondition of sub-dimensions being in identical constructs is necessary. Therefore, most of the studies from the past do not meet conditions of sub-dimensions being as one dimension construct. From this, we question the validity of past studies and their limits. The main purpose of this paper is to overcome the limits shown from the past studies by practical use of previous studies on sub-dimensions in a one-dimensional construct (Naver & Slater, 1990; Cronin & Taylor, 1992; Chang & Chen, 1998). In this study, two arbitrary groups were classified to evaluate reliability of the measurements and reliability analyses were pursued on each group. For convergent validity, correlations, Cronbach's, one-factor solution exploratory analysis were used. For discriminant validity correlation of consumer-brand relationship was compared with that of an involvement, which is a similar concept with consumer-based relationship. It also indicated dependent correlations by Cohen and Cohen (1975, p.35) and results showed that it was different constructs from 6 sub-dimensions of consumer-brand relationship. Through the results of studies mentioned above, we were able to finalize that sub-dimensions of consumer-brand relationship can viewed from one-dimensional constructs. This means that the one-dimensional construct of consumer-brand relationship can be viewed with reliability and validity. The result of this research is theoretically meaningful in that it assumes consumer-brand relationship in a one-dimensional construct and provides the basis of methodologies which are previously preformed. It is thought that this research also provides the possibility of new research on consumer-brand relationship in that it gives root to the fact that it is possible to manipulate one-dimensional constructs consisting of consumer-brand relationship. In the case of previous research on consumer-brand relationship, consumer-brand relationship is classified into several types on the basis of components consisting of consumer-brand relationship and a number of studies have been performed with priority given to the types. However, as we can possibly manipulate a one-dimensional construct through this research, it is expected that various studies which make the level or strength of consumer-brand relationship practical application of construct will be performed, and not research focused on separate types of consumer-brand relationship. Additionally, we have the theoretical basis of probability in which to manipulate the consumer-brand relationship with one-dimensional constructs. It is anticipated that studies using this construct, which is consumer-brand relationship, practical use of dependent variables, parameters, mediators, and so on, will be performed.

• Asia Marketing Journal
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• 제9권1호
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• pp.73-102
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• 2007

The paper aims to examine the relationships among a company's design, brand, and reputation orientations. DBR (Design, Brand, Reputation) have been regarded as invisible growth engines for companies and draws a lot of interests among Brand, PR and IR mangers recently. We have tested 3 hypotheses and have developed a relationship mechanism how to develop those three key intangible marketing assets. We have conducted 131 interviews with company managers who are involved in DBR activities, used Structural Equation Model (SEM) to estimate those relationships. It was found that a company's design orientation influenced the company's brand orientation positively and this brand one influenced reputation orientations consequently. However, design orientation does not show any significant relationship with a company's reputation orientations. Thus, there is a D->B >R chain mechanism concerning these 3 intangible marketing assets. Finally, the implications of this study and suggestions of further studies are discussed.

• Cartoon and Animation Studies
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• 통권45호
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• pp.283-298
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• 2016

Design is a fatal factor to differentiate and survive one product from the other in fierce competition of the market, when other conditions such as price or quality makes no much difference. Among many marketing tools, package design is known as a direct communication that visualizes and forms the very initial brand image of a product. Package design is not only for packing, transporting, storing and loading but for engraving the brand image in a consumers' mind and lead them to purchasing. One of recent package design trands is various ways of using character, not just as a printed image on the surface but as a part of three dimensional structure of package. If it succeed, the package design could give out the secondary fun and impact to the consumers. The package design with an effective character is itself a great marketing tool and valuable design asset, which can bring a further profit to the company. Especially, character-package can be a powerful and effective marketing method for various local products, in needs of further publication and sales with limited cost. It should motivate the sales of the products by grabbing their attention and taken as a souvenir. This research takes a character package as a useful marketing method for a local brand in Jeonju, South Korea, and tries to design a three dimensional package using its own character. Through the process, the research aims to propose an important design strategy for repositioning or enhancing an existing brand.

• The Journal of the Korea Contents Association
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• 제13권10호
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• pp.480-494
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• 2013

Globally branded culture festival in the region as a key component to the originality and distinction and with local residents and visitors to share experience and has succeeded in branding through Mind. Than mimics festivals in competitive and differentiated cultures containing festivals create a unique festival brand, and through the cultural and economic competitiveness, as well as the phase of the World Festival and preserve local culture and identity. Developing The best areas will be an asset. In order to build this world-class festival brand differentiation strategy above all, must be a top priority, Discrimination discovery and development of the local culture and sensibility in the age of the most powerful marketing tool that is being presented through storytelling brand assets to be passed on to visitors should. Thus the creation of storytelling festivals. Sensitivity of the festival right direction and in an era of paradigm key drivers of the local economy, such as image enhancement, and building long-term regional development and differentiation based on quality of life by creating a local culture can improve will Region's cultural and economic areas, the most important resource for the success of the festival is uniformly short-term planning and configuration, tube-driven operating as a one-sided non-participation. Sharing. Communication with an emphasis on the application of storytelling that is essential is considered.

• Smart Media Journal
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• 제7권4호
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• pp.106-113
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• 2018

Brand identity (BI) is a key asset that affects consumers' psychological cognition of products and services. In the initial planning stage of the BI design development for a company, a unique approach strategy is required. In the final evaluation stage, a reasonable design evaluation method involving potential consumers needs to be prepared. However, conventional brand identity design evaluation processes tend to depend on the results of surveys, and in many cases it is impossible to be free from the distorting phenomenon of survey respondents' psychological manifestation which is often revealed in the process of the surveys. In this context, this research has explored whether the method of utilizing EEG data of the subjects along with the conventional survey method of preference could be helpful in the process of evaluating the brand identity design. To achieve that, we correlated the subject's preference survey results with the subject's EEG data. 'Attractiveness' and 'concentration' were used as variables. As a result, it was found that there was a high correlation between the results of preference survey on 'attractiveness' and the results of 'EEG' on 'concentration'. Therefore, in addition to the existing conventional qualitative evaluation methods, we confirmed that design evaluation methods using EEG are useful for evaluating tacit knowledge objects such as the BI design.

• Korean Journal of Human Ecology
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• 제14권6호
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• pp.1047-1058
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• 2005

The objective of this research is an investigation and analysis of life style and preference trend for dwelling for 450 university students. The major findings are as follows: (1) The life style is classified into 3 categories according to the priority of fashion and privacy, brand and social relationship, and family and domesticity. Women give priority to fashion and privacy as well as family and domesticity than men do. (2) Dwelling awareness is grouped into 3; one for pursuing the value of asset, another with the inclination to residential transition and the other for preferring for a detached house. Women have a stronger inclination to the economical value of house and prefers to live in the big city than men do. (3) As a factor affecting the dwelling preference, men give priority to the exterior condition such as environment, but women do the interior condition like the size of house. Men and Women showed various preferences for housing style such as detached house, villa, apartment and commercial complex dwelling, which is accord with the present housing style.

• The Korean Journal of Franchise Management
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• 제7권1호
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• pp.5-11
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• 2016

Purpose - The purpose of this paper is to find the issues associated with international expansion of Korean franchisors going international and suggest lessons of proposition to reduce the failure risk in international expansion of franchise systems. Research design, data, and methodology - This is the exploratory study and structured to review (1) background to motivate the expansion of franchisors towards international market, (2) the status of Korean franchisors going international in recent years, (3) issues, (4) lessons learned from the experiences, and (5) summary. Secondary sources were reviewed to get necessary data and statistics. Results - Master franchising was the most preferred entry mode for Korean franchisors. Franchisors must understand the expenses to be incurred as well as revenues associated with international activities. Brand is the core asset of franchisor as a differentiation strategy. Conclusions - The paper indicates that even if international franchising is the unique business model for franchisors to use in little or least risk compared with other international entry modes, it needs a set of complex capabilities that much differ from those in domestic and franchisors should take a step approach to the international market with the planned and long term perspective.

• Journal of Global Scholars of Marketing Science
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• 제8권
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• pp.233-267
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• 2001

The management environment in Korea today is undergoing rapid changes; in particular, domestic corporations and businesses are confronting formidable adversity with IMF crisis and WTO. Though cost cutback, higher quality, rapid production, and diversification of products were accepted as important requirements for competitiveness in the past, they have been replaced by brand power. Consumption patterns have changed their focus from function to image orientation. This is why managers in corporations have invested enormous amounts of resources into producing powerful brands, which can attract consumers' attention greatly enough to improve the image of their products. Brands are regarded as a vital vehicle for marketing strategies and thus as a legal asset. Brands with remarkable and favorable image can secure a loyal consumer groups stable revenues. M & A, currently active between corporations, makes brand equity all the more important. The purpose of the present study was to investigate the effect of internal marketing and increased brand diversification on brand equity by combining them as influential factors with marketing mix factor. For this purpose, literature review was make on previous fragmented studies of influential factors on brand equity build-up. Based on the findings of this study, some operational implications were suggested for marketing managers. The findings and implications of the present study are as follows; First, efficient communication among organization members was found to have a significant effect on product quality. Second, job satisfaction and efficient communication among members was shown to significantly influence price policies. Thirdly, efficient communication among organization workers proved to have a significant effect on distribution strategies. Forth, efficient communication among members was demonstrated to significantly influence advertisement and other public-relations activities. Fifth, opacity of market environment appeared to have a significant effect on product quality, prior market entrance as perceived by organization members turned to be of negative influence on product quality. Sixth, opacity of market environment was found to have a significant effect on price policies. Seventh, opacity of market environment was shown to be of significant effect on distribution strategies. Eighth, grater opacity of market environment proved to improve advertisement and other public-relations activities. Ninth, price policies, distribution strategies, advertisement and public-relations activities were found to have a significant effect on brand equity value. To sum up these findings, in order for corporations and businesses to cope with consumers' needs that are increasingly segmented, internal marketing strategies and brand diversification should be implemented so as to generate greater synergy effect. It is also important to stress that differentiated, higher competitiveness should be secured for Korean corporations and businesses to survive in the drastically changing, globalized market environment. In this regard, continuous and long-term management strategies for brand equity build-up should be ensured and is essential in the present unlimited competition. The last but not least important point to notice is that to increase brand equity value, intensive investment and constant emphasis should be made on internal marketing management on intra-organizational members before strengthening external marketing.

• Journal of the Korean Society of Costume
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• 제57권2호
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• pp.69-85
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• 2007

Despite the recovery of consumer expenditure and retailing in the Korean economy after 2001, the domestic apparel industry has been aggravated by negative growth in both productivity and production. The purpose of the stud? is to diagnose the develop competitive of the Korean apparel industry and derive implications for this after estimating the efficiency of the Korean apparel companies with Data Envelopment Analysis. Data Envelopment Analysis(DEA) is a methodology based in non-parametric analysis and linear programming. It was developed for measuring the relative efficiency of a set of firms that use inputs to produce outputs. Data used fer input and output variables in the analysis are drawn from financial statement recorded by the Korean Financial Supervisory Service. The initial input data comprise the number fo the employees, fixed assets, general management and selling expenses, and cost of sales. The initial outputs are the operating profit and the gross margin. To summary the results, the efficiencies of the Korean apparel companies has increased yearly in spite of being overabundance of investment in Labour and Capital. According to correlation between input and output variables, the Korean apparel industry has been revamping gradually from labor intensive industries to the capital. The companies need to reduce costs in the results from the number of employees, fixed asset and cost of sales to transform into an efficiently enterprise. The companies owning or obtaining a brand had bitter establish an outsourcing strategic in production, while OEM corporations are called far setting up a manufactory in domestic or abroad. Although the paper is derived some implications with production efficiencies, the relation between apparel companies and brand power, consumption level of consumer, and social trend is remained on a limitation to the study. The next research necessitates a topic with Fashion industry or examining the correlation between brand value, social propensity and profit margin.

• Journal of Digital Convergence
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• 제12권2호
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• pp.151-162
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• 2014

One of the largest changes in retail business in Korea since the distribution market was opened in the mid 1990s is the appearance of foreign discount stores and the rapid growth of department stores. Discount stores and department stores have changed the structure of distribution business which has been primarily made up of traditional markets and supermarkets that have been the main retail markets in Korea. The retail business is changing from just a product purchasing place to a space where various values such as pleasure, happiness, etc. are provided. Therefore the purpose of this research is to grasp the effects that the shopping experience values at department stores have on the department brands, images, and awareness by means of theoretical and empirical research. Especially I classified the shopping experience values, an independent variable, into aesthetics, pleasures, consumers' interests, and services' excellence, and I verified whether they have a meaningful effects on the brand recognition and image, an endogenous variable, and the store royalty, a final various. A total of 235 questionnaires were used for analysis to test the research hypotheses. The positive analysis was done with SPSS 17.0K and AMOS 17.0 covariance structure analysis was performed. As a result, variables of the shopping experience values except consumers' interests seemed to have not only right influences on recognition and image, but also right influences on store royalty. Therefore this research shows that department store customers not only make use of department stores to buy products, but also visit department stores to get the values of pleasure and happiness, and that these aspects have a greater influence on the department store's image, recognition, or royalty in a sense.