• The Korean Journal of Food And Nutrition
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• v.33 no.1
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• pp.74-85
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• 2020

This study examined the effect of the trust of a restaurant brand on the quality of brand relations centered on the mediating effect of brand promise. The survey was conducted on September 18, 2018 to October 2, 2018, with a total of 707 end users, who are under the age of 19~59, using the restaurant brand for the last six months. The panel survey was conducted by distributing a questionnaire address (URL) email through an online questionnaire. As a result, if you apply the parameters of brand commitment between brand trust and brand relationship quality, brand promise an important role and influence. In particular, only one of the three elements of differentiation, consistency and continue, which are sub-dimensions of brand promise, was continue. This means that consistently long term continue are paramount between brand trust and the quality of brand relationships. These results can be applied to the brand marketing and operations of catering companies.

• THE INTERNATIONAL COMMERCE & LAW REVIEW
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• v.33
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• pp.311-343
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• 2007

At present, more than 80% export made by Korean small-medium sized companies is OEM(Original Equipment Manufacturing). But OEM export of made-in korea products has been facing limitations from 1990s. Some leading companies among those small-medium sized companies which have been fulfilling OEM export are transferring their exporting strategies to Own Brand or ODM(Original Development/Design Manufacturing) and some of their strategies successful. However, most of small-medium sized OEM exporting companies are still groping for some ways to upgrading to Own Brand or ODM exporting strategies. Therefore, this article deals with how the leading ODM exporting companies have been transferred from OEM to ODM exporting strategies. It also discusses the primary factors of success and barrier and how to develop the ODM exporting strategies based on investigating literature and interviews with the leading ODM exporting companies.

• International Journal of Contents
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• v.10 no.4
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• pp.38-47
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• 2014

Recently, with the development of technology, social network service (SNS) has become a hot topic. Lots of companies are now making online marketing strategy to promote their products and brand identities using SNS. Through these strategies, companies can produce more profit as well as make better brand images by performing online public relations. Among the SNSs, Facebook has a lot of users, it has been regarded by companies as a suitable platform with respect to online marketing for latent customers. The companies of today typically have at least one account and a Facebook page, and constantly make relationships with customers. However, companies have been thoughtless in this process, and usually provide information to customers through one-way communication. Based on this phenomenon, a study was conducted herein on how to use Facebook pages for promoting products and brand identities, keeping good relationships between companies and customers. This study assumed that the types of interaction on Facebook pages and user involvement are the key factors affecting decision making of purchase. Four types of Facebook pages which were made virtually were used in analysis with 56 participants who were selected for the experiment. The results indicated partial verification of the hypothesis. Particularly, product involvement had an effect on decision making of purchase in all conditions. According to these results, it can be explained that there are close relationships between the psychological status of online behaviors and Facebook corporate pages. In addition, through linear tendency of this phenomenon, this can infer how to setup a positive relationship with latent customers and make improve brand images of products.

• Proceedings of the KSR Conference
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• 2005.11a
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• pp.546-551
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• 2005

With the opening of the KTX in April 2004 and launching the KORAIL(Korea Railroad Corporation) in January 2005, KORAIL company brand and service product brand were unrecognized. Each brand is very important invisible assets in KORAIL and KORAIL affiliate companies because of their powerful perception of the customers. This study suggests that how to improve and manage KORAIL brand reputation and how can KORAIL employees differentiate other transportation system in the near future. To obtain more benefits using the brand strengthen strategy in KORAIL.

• Journal of Distribution Science
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• v.15 no.2
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• pp.121-132
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• 2017

Purpose - There are many variables related to consumer-brand relationship such as brand attitude, attachment, commitment and brand loyalty and we should manage these all variables successfully to achieve a strong brand loyalty. The objective of this research is to investigate the path from brand attitude and brand attachment to brand commitment and brand loyalty. Specially, this article focuses on the moderating effects of brand type and consumer innovativeness in the causal relationships between variables. Research design, data, and methodology - The seven hypotheses were proposed and tested empirically in this research. Three of seven hypotheses were the effects of brand attitude and brand attachment on the brand commitment and brand loyalty. Another two hypotheses presented the moderating effect of brand type and other two hypotheses expressed the moderating effect of consumer innovativeness in the causal relationships between variables. Research data were collected from the surveying of university students and the 282 samples were used to test the proposed hypotheses empirically. We utilized SPSS 20.0 and AMOS 20.0 for statistical analyses such as reliability test, validity test and path analysis. Results - The results show that brand attitude influences the brand loyalty and brand attachment influences the brand commitment positively. The brand attachment also influences the brand commitment positively. We found that there is a moderating effect of brand type in the causal relationship between brand attitude and loyalty though there is no significant moderating effect in the causality between brand attachment and commitment. We also fount that there is no significant moderating effect of consumer innovativeness in the causal relationships among brand attitude, brand attachment, brand commitment and brand loyalty. In Summary, 5 of 7 hypotheses in this study were supported and 2 hypotheses were not supported. Conclusions - There is a path model of consumer-brand relationship from brand attitude and brand attachment to brand commitment and brand loyalty. Companies should provide their consumers with effective marketing program in every phase of consumer-brand relationship to build brand loyalty. In addition, there are possibilities that the relationships among brand attitude, brand attachment, brand commitment and brand loyalty are moderated by brand type and consumer innovativeness. Companies should consider perceived brand type and innovativenss of their consumers in planning and executing their various marketing programs for their brand management.

• Journal of Korean Society for Quality Management
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• v.40 no.4
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• pp.531-542
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• 2012

Purpose: This study examines the causal relationship among perceived call center service quality, perceived brand personality, and service loyalty. Methods: This study employs call center services in mobile phone, credit card, and internet shopping, to collect data from respondents via on-line survey, and analyzes causal relationship among above-mentioned three constraints. Results: Perceived call center service quality has a positive impact on perceived brand personality and service loyalty. Perceived brand personality has a positive impact on service loyalty. Cognitive loyalty has a positive influence on attitudinal loyalty. Attitudinal loyalty has a positive impact on behavioral loyalty. Perceived brand personality has a mediating effect towards perceived call center service quality and service loyalty. Conclusion: In order to improve service loyalty, it is necessary to understand diverse variables. Call center service companies are required to find the ways to improve their service quality, while positively applying the techniques of differentiating the brand personality used by manufacturing companies.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.9
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• pp.1454-1469
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• 2010

Brands have their own life cycles and exert a great influence on the marketing activities of companies. This study examines the marketing activities according to a brand life cycle and measures the scope of their performances. The research divides a fashion brand life cycle into three stages through the analysis of secondary data, and validates the causal relationship between marketing activities, brand equity, and consumer behavior according to the brand life cycle. A total of 573 responses were analyzed through a factor analysis, path analysis, and paired t-test with SPSS 12.0. The results are as follows: According to the analysis of the relationship between marketing mix and brand equity, distribution strategies are effective at the introduction/growth stage and the continuation stage. Advertisement strategies should be a main focus at the maturity stage for brand awareness. Throughout all the stages, product strategies wield the greatest influence on the brand image. Among brand equity components, the brand image has an influence on consumer behavior at every stage of the cycle while the brand awareness has no significant effect on consumer behavior. The marketing mix component that has the greatest impact on consumer behavior is product. Contrary to general expectations, price has a negative or insignificant effect on consumer behavior at every stage of the cycle. The results illustrated in this study help to understand the life cycle of fashion brands and characteristics different from consumer goods. Thus, fashion companies should identify at which stage their brands are positioned and develop different strategies to fit each stage.

• International Journal of Quality Innovation
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• v.4 no.2
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• pp.73-100
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• 2003

The most successful companies today are said to have strong brands. But what is a strong brand\ulcorner What makes a brand strong\ulcorner How do we build a strong brand\ulcorner This paper develops a customer-based brand equity model to help address these important questions. The developed model is a cause-and-effect model linking customer-brand relationships to rational and emotional brand associations, as well as rational and emotional brand evaluations. The customer-brand relationships are characterized by loyalty, based on both behaviour and attitude. As branding is a very complex concept, it is important to determine which of the many branding elements should be included in the model. This paper discusses why a given aspect is important for a brand's equity and which relations exist between the included variables from a theoretical perspective. The model provides insight into the creation of a brand's equity and can thus be used in the brand management process to achieve brand excellence.

• Journal of Distribution Science
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• v.14 no.2
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• pp.103-111
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• 2016

Purpose - Many variables are needed for brand loyalty such as brand attitude, brand attachment, brand love and brand commitment. Thus, we should manage these all variables successfully for strong and differentiated brand equity. This study aims to identify the process of how the brand value propositions affect the brand attitude and brand attachment. This study specially conceptualizes that not only utilitarian value and hedonic value influence the brand attitude but also hedonic value influences the brand attachment. This study focuses on the moderating role of consumer involvement such as cognitive involvement and affective involvement in the causal relationships among brand value propositions, brand attitude, and brand attachment. Research design, data, and methodology - The five hypotheses were proposed and tested in this study. Three hypotheses were about the relationship among the brand value propositions(utilitarian value and hedonic value), brand attitude, and brand attachment. The other two hypotheses were about the moderating effect on consumer involvement in the causal relationships among brand value propositions, brand attitude, and brand attachment. Research data were collected from the students of universities located in Daejeon-Si and Chungchungnam-Do. For the purpose of test the hypotheses empirically, the 208 responses were used. We utilized SPSS18.0 for statistical analysis such as reliability test, factor analysis, and regression analysis. Results - The results show that the utilitarian value and hedonic value have influence on the brand attitude positively. The results also show that the hedonic value has influence on the brand attachment positively. We found that there is a moderating effect on the cognitive involvement in the relationship between the utilitarian value and the brand attitude. However, there is no moderating effect on the affective involvement in the relationship between the hedonic value and brand attachment. In Summary, 4 of 5 hypotheses in this study were supported and 1 hypothesis was not supported. We should identify the reason why the hypothesis 5, the moderating effect of the affective involvement in the relationship between the hedonic value and brand attachment, was rejected in this empirical analysis. Conclusions - Both the utilitarian value and the hedonic value that propose a brand are important for brand attitude. Specially, the hedonic value is important for brand attachment. Companies should provide the consumers with both the utilitarian value and the hedonic value in a balanced way for their favorable brand attitude and strong brand attachment. In the retail industry, the balance between the utilitarian value and the hedonic value is important in that there are many product brands and store brands providing consumers with various benefit and values. Also, there are possibilities that the causal relationships among brand value propositions, brand attitude and brand attachment are moderated by consumer involvement such as cognitive involvement and affective involvement. Companies should understand and consider consumer involvement for their efficient and effective brand management decision making.

• Journal of Distribution Science
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• v.14 no.5
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• pp.115-123
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• 2016

Purpose - Nowadays the competition between companies has been intensified in the aviation industry. It is hard to maintain successful market share in challenging managerial environment. Not long ago, a Korean major aviation company had faced social condemnation cause of managerial staff's immoral behaviors. That company suffers great losses in company brand value in terms of authenticity as an aviation company. This research tried to show the effect of brand authenticity in the aviation industry. First of all, this research tried to define the dimensions of the brand authenticities based on the former researches. This research suggested the airline brand authenticities as three kinds of dimensions. The dimensions of authenticities consist of performance aspects, symbolic aspects and moral aspects. And this research also tried to show the relationships between brand authenticities and consumers attitudes. Research design, data and methodology - The empirical research design is based on the experiments with six types of advertisement prototypes. The advertisement prototypes were based on three types of authenticities' characteristics. The prototypes were made of core statements about each authenticity. And the advertisement prototypes also were based on the aviation company types. The types of aviation companies could be divided into FSC(full service carrier)and LCC(low cost carrier). So the whole experiments were performed with six kinds of advertisement prototypes(3 brand authenticities X 2 aviation company types). The age of participants were from 20s to 40s. The proportion of participants' demographics are as follow. Age proportion is 50% of 20s and 50% of 30s and 40s. Gender proportion is 46% males and 54% females. The experiments performed through mobile devices. Advertisement prototypes were exposed to the participants through their mobile devices, and they answered the questionnaires. All the process of experiments were performed by a professional research firm to maintain the quality of data. Results - This research suggested some important outcomes as follow. First, brand authenticity had an important role to make a positive consumer attitude on the aviation company. All the three types advertisement of authenticities had a positive impact on the consumer attitude for the aviation company. Second, the three types of brand authenticities in the performance aspects, symbolic aspects, and moral aspects had a major impact on the consumers attitudes. The performance authenticity had the biggest effect on the consumer attitudes. Third, the types of aviation companies like FSC and LCC had a different correlation with types of authenticities. All the types of authenticities affected on the consumers attitudes in the FSC case. The symbolic authenticity had the biggest effect in the FSC case. But the performance authenticity showed the most striking effect in the LCC case. Conclusion - From this research, we can get a conclusion. The brand authenticity of aviation company should be managed carefully to maintain a positive brand image and consumers attitudes. And airline brand authenticities can be consist of three type dimensions. All the types of authenticities affects on the consumers attitudes positively. The symbolic authenticity affects more in the FSC case, and the performance authenticity influences more in the LCC case.