• Journal of Korea Society of Industrial Information Systems
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• v.24 no.5
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• pp.77-93
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• 2019

The purpose of this study is to investigate the effect of organizational brand internalization on organizational brand permanence. Specifically, organizational brand internalization influences customer orientation, brand attachment, and organizational brand permanence. Also, we examined the effect of brand attachment on the relationship between customer orientation and organizational brand permanence. As a result of empirical research, organizational brand internalization plays an important role in enhancing employee's attachment to brand and positively forming relationship with customers. In other words, as brand attachment increases, employees in the organization know and share customer's needs and provide core competencies for the organization's long-term development. Therefore, companies need to strengthen their internal brand power by organizing their brands into a single concept, and to realize organizational integration of employees based on them. Finally, this study suggested practical implications and future research directions from this perspective.

• Fashion & Textile Research Journal
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• v.23 no.5
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• pp.559-575
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• 2021

The popularity of K-pop, the development of diverse media and communications, and rapid globalization are increasing consumers' attachment to celebrities. These celebrities, called "Human brand", have a growing impact on consumers. However, research on idol celebrities has been conducted mainly on teenagers. Furthermore, there are limits to the studies on consumers' attachment to idol celebrities who do not advertise specific products and intention to purchase products which are not advertised but related to the idol human brand. Therefore, this study has been conducted on 301 out of 400 adult women in their twenties to forties in Korea to examine the relationship between the characteristics of the idol human brand, attachment to the idol human brand, desire to imitate the idol human brand, desire to identify with the idol human brand and its fandom community, and the effect on purchase intention. For the statistical analysis, SPSS and AMOS were used. The study found that the characteristics of the idol human brand which are trust, professionality, social attractiveness, and physical attractiveness positively influenced attachment to the idol human brand. The attachment to the idol human brand positively affected the imitation desire toward the idol human brand, and the identification desire with the idol human brand, and to identify with its fandom community. Additionally, the desire to imitate and to identify with the idol human brand and its fandom community positively affected the intention. Furthermore, the relationships between all variables were found to have a significant mediating effect.

• The Journal of Asian Finance, Economics and Business
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• v.9 no.3
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• pp.11-22
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• 2022

The iron and steel sector is caught between two worlds: "carbon reduction" and "development." The goal of this study is to show that optimizing asset structure to boost intangible assets, particularly brand assets, is a viable strategy to achieve low-carbon development. This study uses panel data from 38 A-share companies in China's iron and steel industry from 2010 to 2020, as well as World Brand Lab data, to create a comprehensive impact index of enterprise value from the standpoint of an asset structure optimization, and to test the impact of intangible assets and brand equity on enterprise value. The findings show that: the asset structure of iron and steel enterprises is closely related to enterprise value, implying that iron and steel industry development necessitates a transformation of quantity control and quality improvement; the proportion of intangible assets in the asset structure of iron and steel enterprises plays a positive and critical role in enterprise value under surplus conditions. The iron and steel industry begins to shift from tangible to intangible assets; there is heterogeneity in the iron and steel industry transformation. Given certain technological levels, the share of brand assets contributes significantly to the increase in enterprise value.

• Journal of the Korea Fashion and Costume Design Association
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• v.17 no.1
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• pp.141-154
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• 2015

The purpose of this study is to look for a development plan for strategic brand logo by a means of scrutinizing general characteristics and trend in the visual properties of outdoor logo brands. In this study, data research and analysis were conducted over the 68 outdoor brands in circulation in the domestic market based on the information on the website of each brand in order to examine the visual characteristics of an outdoor brand logo. For this, it was performed to examine the desired brand concept of each brand and to analyze the visual characteristics of typeface, color, and type of logo. The results of this research are the followings: First, it was found that the most popular typeface in outdoor brand logos is a capitalized Gothic type. It seems that the logo type is designed to symbolize power, toughness, and masculinity and to express the concept of sportswear brand. Second, when it comes to color, black color tone appeared most frequently, and also reddish colors among chromatic colors were prevailing over others like green, blue, or yellow. It is believed that reddish colors were used to express passion, power, youthfulness, and energy; black color tone for tough, masculine power. Third, the logo symbol of outdoor brands mostly contains mountain, the heads of powerful animals, spherical shape/abstract image that embodies outdoor sports activities. It was analyzed that these resulting symbols were chosen to convey the images of nature, conquest, challenge, future, and passion that are the brand concept of most outdoor brands. Today, in our country, the logo of an outdoor brand is the important factor that symbolizes the brand concept, function, or characteristics. Therefore, the necessity of constant follow-up researches is required to devise the way of designing the brand logo that can build brand power and enhance brand image.

• Journal of Digital Convergence
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• v.14 no.4
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• pp.185-192
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• 2016

The purpose of this paper is to examine the relationships among consumer lifestyle, brand attitude, brand attachment, and behavior pattern. Sampling with consumers who experienced eating out in regional catering companies as a population was done and the survey was conducted targeting consumers of catering companies in Gwangju. Therefore, it analyzed the sample by setting hypotheses and research model according to the research objective. First, as for the relationship between lifestyle and brand attitude, the lifestyle as a personal inclination formed a significant relationship with brand attitude the characteristics of which are recognition, convenience, and familiar features regardless of the type of lifestyle. Second, consumer lifestyle in types of reality seeking, value-oriented, and fashion-pursuing formed a significant relationships with brand attachment in order of mention, whereas social oriented type did not form a significant relationship. Third, the relationship between consumer brand attitude and brand loyalty formed a significant relation with the relationship between consumer brand attachment and brand loyalty.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.13 no.4
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• pp.1532-1540
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• 2012

The development and operation of brand programs can help regional Culture & Art Centers provide sustainable contents to local citizens. The study of domestic and foreign examples shows that successful, competitive brand programs share common characteristics: interactive features; systematization and manualization of programs and unique, individual, universal themes.

• International journal of advanced smart convergence
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• v.11 no.1
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• pp.70-75
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• 2022

The purpose of this study was to develop hand creams among the types of cosmetics based on domestic pumpkins grown in Yangju. Pumpkins are mostly used for cooking, but because they contain a large amount of vitamin A, they can also be used as raw materials for cosmetics to prevent skin aging. The final design was researched and developed through a graphic expression of pumpkin characteristics, a design process, and a survey on preference for differentiated packaging design. The survey targets women in their 20s and 30s who directly purchase cosmetics, and an analysis of consumers' preference for brand product decisions showed that simple and modern designs suitable for cosmetics images topped the list. In addition, it showed a positive image of cosmetics development using local agricultural products and high brand value. We present the possibility that domestic pumpkin raw materials can be applied to cosmetics and aim to develop excellent cosmetics brands through consumer preference surveys.

• Science of Emotion and Sensibility
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• v.10 no.2
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• pp.221-241
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• 2007

It was intended in this study to identify how much contributions are made in establishment of brand personality by inputting service experience, price, advertisement, and physical environment in the service industries. Also, this study examines how service brand personality affects brand identification and repurchase intention by switching barrier. Data were collected from consumers with experience of use in Seoul and Gyeonggi-do. The result of analysis of this study was as follows: 1) It was identified that service experience, price, advertisement, and physical environment influenced on brand personality, 2) it demonstrates that service brand personality influenced on brand identification, switching barrier, and repurchase intention.

• The Research Journal of the Costume Culture
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• v.18 no.2
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• pp.348-370
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• 2010

The purpose of this study was to propose some plan which could satisfy consumer's expectation emotional needs by comparing emotional scale between fashion brand image and brand website coloration image. For this study, 12 brand websites within four fashion zone, men's clothing, women's clothing, casual wear, and sports wear were chosen. The questionnaires were comprised of 27 emotional adjectives which were selected from previous studies. The questionnaires were distributed to university students and office workers for 3 to 17 on September. Among them, 118 questionnaires were analyzed by SPSS tool. The qualitative analysis for emotional adjective sorting, content analysis for website color chip sorting, and quantitative analysis for consumers were used in this study. Some differences exist between brand image and website coloration band image as the result. As the numbers of internet user became larger, the costumer's emotional image which gives maximum satisfaction is getting more important in fashion brand website. Therefore, fashion website managers should satisfy consumers with functional and emotional needs.

• Archives of design research
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• v.12 no.3
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• pp.155-164
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• 1999

With the increase of milk consumption upto 54.5kgjperson as af the year 1994, dairy market has been mainly shared by a few specialized companies. Different from these, there are also remarkable companies like YeonSe Dairy, Konkook Dairy and SamYook University Food which are associated with Universities. These university-originated brands differentiate from others in the market with the advantage of positive university image and result in synergy effect between product image and univiersity PRo Located in Ansung, one of the most famous dairy areas, HanKyong National University designated as characterized university for Dairy by the Ministry of Agriculture and Forestry in 1996 has a big. advantage to build new dairy brand with attractive merits as like high education institute with R'll'&'ll'D, good logistics from market area, environmental condition for dairy industry and historical background as Agricultural university. Our New dairy brand has been created under the following concepts to have concrete brand image ; 1. Confidence - university logo 'll'&'ll' symbol designed together with "Characterized university for Dairy by government" 2. Fresh - Image differentiation through creative brand symbol 3. Health - Individual brand development specialized by each product