• 한국과학예술포럼
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• 제19권
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• pp.581-592
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• 2015

최근 공익마케팅활동에 대한 관심과 중요성에 대한 인식이 확산됨에 따라 국내 일부 컨벤션센터와 지역 컨벤션뷰로에서 사회공헌활동을 추진하고 있으나, 공익마케팅활동에 관한 연구들은 대부분 소비자의 시각에 치중되어 컨벤션센터나 지역 컨벤션뷰로 등 컨벤션 조직원의 관점에서 공익마케팅활동 중요성인식이 어떤지 반영되어 있지 않은 실정이다. 따라서 본 연구에서는 컨벤션과 관련된 공공조직의 종사자들을 대상으로 컨벤션조직의 공익마케팅활동의 중요성 인식을 파악하며, 컨벤션조직의 공익마케팅활동을 실시할 때 컨벤션개최지의 긍정적 또는 부정적 효과에 영향을 미치는지 살펴보고, 개최지 긍정적 효과와 부정적 효과가 개최지 브랜드가치에 어떠한 영향을 미치는지에 대한 분석하고자 한다.

• Asian Journal of Business Environment
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• 제9권3호
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• pp.21-26
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• 2019

Purpose - This study aims to investigate the effect of brand image and trust of a home meal replacement (HMR) industry on customer satisfaction and repurchase during online shopping. Research design, data, and methodology - With 217 questionnaires, this study was conducted by AMOS 20.0, and the Structural Equation Model (SEM) as statistical method was used for examining the hypotheses in this study. Factors such as brand image and brand trust in customer shopping for HMR products online were tested, and relationships between satisfaction and repurchase were studied. Results - Brand image and brand trust in terms of online shopping for HMR were found to affect satisfaction significantly; in addition, the path where satisfaction leads to repurchase was found to be significant. However, brand image and brand trust for HMR in online shopping differed depending on customer age groups. The path-coefficients from brand image of HMR in online shopping to satisfaction were more significant in the older age group; meanwhile, the path-coefficient from brand trust to satisfaction was significant in the younger age group. Conclusions - Results of the study suggested the importance of the attributes for buying HMR products online and provided meaningful implications of difference between age groups when they choose the products.

• 디지털융복합연구
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• 제15권7호
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• pp.467-477
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• 2017

본 연구는 IPA를 통해 수영복 소비자들이 인식하고 있는 수영복 브랜드이미지에 대한 중요도와 만족도에 대한 순위와 차이를 제시하고 IPA 매트릭스로 도식화하여 수영복 산업시장의 활성화를 위한 시사점을 제공하는데 연구의 목적이 있다. 이를 위해 대학생 및 대학원생들을 대상으로 298명의 설문조사 자료를 분석하였고, 평균값으로 중요도와 만족도의 순위와 대응표본 t-test, IPA매트릭스 도식화를 통해 다음과 같은 결론을 도출하였다. 첫째, 수영복 브랜드이미지에 대한 중요도와 만족도의 평균값을 통해 순위를 살펴본 결과, 중요도에서 '품질', '기능성', '가격', '디자인', '신뢰감', '색상' 순으로 평균 4.0이상으로 나타났고 만족도에서 '신뢰감', '품질', '기능성', '인지도' 순으로 평균 3.5이상으로 나타났다. 둘째, 수영복 브랜드이미지에 대한 차이검증 결과 '품질', '가격', '기능성', '디자인', '색상', '신뢰감', '세련미' 순으로 유의미한 차이를 보였다. 반면, 인지적 이미지는 전혀 유의미한 차이를 보이지 않았다. 셋째, 수영복 브랜드이미지에 대한 IPA결과 I사분면(현상유지)은 '디자인', '기능성', '품질', '신뢰감'요인이 II사분면(집중노력지향)은 '가격'과 '색상'요인이 III사분면(열등순위)은 '광고이미지', '이벤트', '유행성', '독창성'요인이 IV사분면(과잉노력지양)은 '인지도', '세련미'요인이 포함 되어있었다.

• 복식문화연구
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• 제22권3호
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• pp.411-430
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• 2014

The purpose of this study is to identify the antecedents and consequence of role-relaxed consumption. Consumption-related variables were considered as antecedents, and fashion-related variable was considered as a consequence. Hedonic consumption, impulse buying, value consciousness, and brand sensitivity were included as consumption-related variables and fashion consciousness was included as a fashion-related variable. It was hypothesized that hedonic consumption, impulse buying, value consciousness, and brand sensitivity influence rolerelaxed consumption and then influence fashion consciousness. Data were gathered by surveying university students in Seoul, using convenience sampling. Two hundred twenty seven questionnaires were used in the statistical analysis, exploratory factor analysis using SPSS and confirmatory factor analysis and path analysis using AMOS. While hedonic consumption, impulse buying, value consciousness, and brand sensitivity were uni-dimensions, role-relaxed consumption and fashion consciousness were multi-dimensions. Factor analysis of role-relaxed consumption revealed two dimensions, 'self-centered decision making' factor and 'importance of intrinsic value' factor. In addition, factor analysis of fashion conscious revealed three dimensions, 'individualism' factor, 'dressing style' factor, and 'appearance' factor. Tests of the hypothesized path show that impulse buying and brand sensitivity negatively influence 'self-centered decision making' and that hedonic consumption and value consciousness negatively influence 'importance of intrinsic value'. While 'self-centered decision making'negatively influence 'dressing style' and 'appearance, 'importance of intrinsic value' negatively influences all factors of fashion consciousness. The implications of these findings and suggestions for future study are also discussed.

• 디자인학연구
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• 제19권1호
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• pp.215-224
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• 2006

경쟁이 심화됨에 따라 브랜드 신뢰성의 중요성이 커지고 있다. 고객들은 브랜드에 대한 신뢰를 바탕으로 선택을 하는 경향이 있기 때문이다. 기업들이 경쟁사와 차별화 되며 신뢰성이 있는 브랜드 이미지를 구축하려는 다양한 시도의 결과로 브랜드 개성이라는 개념이 생겨났다. 브랜드 개성은 브랜드 아이덴티티 확립이라는 기업의 목적과 자신이 선택한 브랜드를 통해 자신의 이미지를 표현하려는 소비자의 목적을 동시에 만족시켜주는 수단이 되고 있다. 브랜드 개성의 중요성이 커짐에 따라, 많은 학자들이 다양한 방법을 동원하여 그것을 명확하게 측정하기 위한 시도를 전개했다. 그러나 대다수의 연구들은 측정과 데이터의 분식에 많은 노력과 오랜 시간이 소요될 뿐만 아니라, 그 결과를 명확하게 시각화할 수 없는 언어적, 정량적 방법에 의존하고 있는 실정이다. 이에 본 연구는 아바타를 활용하여 새롭고 가시적인 브랜드 개성 측정 방법을 개발하는 것을 목표로 한다. 본 연구의 결과는 다음과 같다. 첫째, 아바타는 브랜드 개성을 시각화하는 효과적인 매체가 될 수 있다는 가정(假定)이 입증되었다. 아바타는 얼굴과 의복, 자세와 동작 등을 통해 인간의 개성을 나타내 줄 수 있으므로, 목적에 부합되도록 특별하게 디자인된 아바타는 법인(法人)의 특성을 대변하는 브랜드의 개성을 독창적으로 표현해 줄 수 있다. 둘째, 브랜드 개성이 여러 가지 유형으로 분류될 수 있고, 그 분류가 브랜드 개성 아바타를 디자인하는 데 필요한 지침으로 활용될 수 있다는 점이 명확해졌다. 셋째, 특별하게 디자인된 브랜드 개성 아바타의 효용성을 실제로 활용하여 실험을 한 결과, 아바타가 구체적이고 직관적으로 브랜드 개성을 측정하는 데 효과적인 것으로 나타났다. 정확성 검증 실험을 통해서는 아바타들이 브랜드 개성 유형을 적절하게 표현하고 있음을 밝혔으며, 특히 아바타를 이용하여 기존 브랜드들의 개성을 측정해 본 결과, 아바타가 언어보다 브랜드 개성의 판단에 효과적이라는 것이 입증되었다.

• International Journal of Human Ecology
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• 제5권2호
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• pp.93-110
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• 2004

The purpose of this study is to investigate the money management behavior according to the consumption value for consumers, especially for adolescents. Using 502 samples of middle school adolescents, a survey was conducted from May 10 to May 20, 2004. The main results were as follows: 1) The consumption value for adolescent consumers was categorized conspicuous-consumption value, brand-oriented value, mental-oriented value and advertising-dependent value. 2) Female adolescent, with more private spending money, with mobile phone, with importance on brand when purchasing mobile phone, paying more for using mobile phone, having conspicuous-consumption value, with more importance for brand when purchasing mobile phone and having more advertising-oriented value. Adolescent consumers with less private spending money, less payment for mobile phone and having mental-oriented value. 3) Female, with more educated mother, with less spending private money and having better money management behavior. 4) With less conspicuous-consumption value, more mental-oriented value, adolescent consumers have better for money management behavior.

• 패션비즈니스
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• 제18권5호
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• pp.42-55
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• 2014

This study examined the relative importance level of experience marketing on brand attitude and brand loyalty in beauty salon franchise stores, and attempted to raise the competitiveness of beauty salon services by presenting this elements as experience marketing strategy directions for beauty salon franchise store management. A questionnaire was used for this study on 350 adults residing in Gwangju Metropolitan City and SPSS 20.0 statistics package was used for analysis. In summary, the results of this study are as follows. First, five factors that make up experience marketing in beauty salon franchise stores were found. They were sensory marketing, relative marketing, emotional marketing, cognitive marketing and behavior marketing. Brand loyalty was categorized into the two factors, attitude loyalty and behavioral loyalty. Also, we found that experience marketing had a statistically positive impact on brand loyalty. Secondly, experience marketing of beauty salon franchise stores was found to have a statistically significant positive effect on brand attitude. Thirdly, we found that the brand attitude of beauty salon franchise stores had a statistically significant positive effect on brand loyalty.

• 한국의상디자인학회지
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• 제15권3호
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• pp.119-135
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• 2013

The purpose of this study was to investigate the relationship between consumption values of preschooler clothing and purchasing satisfaction, company brand loyalty and involvement of preschooler clothing with the mothers of preschoolers. An online survey was adapted as methodology of this study. The collected 323 questionnaires were collected and statistically analyzed. The nine consumption value of preschooler clothing(vicarious satisfaction value, social value, functional value, convenient value, economic value, coordination value, aesthetic value, distinctive value, and fashionable value) resulted from the analysis of survey. Purchasing satisfaction, company brand loyalty, involvement of preschooler clothing was Uni-dimensional. Statistical analysis was performed with frequency analysis, descriptive statistics, exploratory factor analysis, multi-group analysis, confirmatory factor analysis, bivariate correlation analysis, distribution, structural equation, cluster analysis, independent sample t-test, one-way analysis of variance. The results of this study are as follows. In the consumption value of preschooler clothing influencing on the purchasing satisfaction was evaluated depending on the involvement of preschooler clothing group (high-involvement group, low-involvement group). In the low-involvement group, the most significant consumption value of preschooler clothing are economic value, convenient value, social value in order of importance; though in the high-involvement group, aesthetic value, social value, economic value in order of importance. Also the brand royalty was more affected by the purchasing satisfaction in the high-involvement group than in the low-involvement group. In conclusion, the relations of consumption value of preschooler clothing with purchasing satisfaction, company brand loyalty, involvement of preschooler clothing was established in study. The significances of this study is to provide the market segmentation strategy depending on the characteristics of preschooler clothing consumers and establish the information and direction to increase the company brand royalty and purchasing satisfaction.

• 한국콘텐츠학회논문지
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• 제19권4호
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• pp.1-11
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• 2019

최근 게임기업의 가치를 평가할 때 재무제표의 재무적 요인뿐만 아니라 게임 콘텐츠에 대한 소비자 평가와 충성도와 같은 비금융적 요인의 중요성이 더욱 강조되고 있다. 본 연구에서는 게임 회사의 가치평가를 위한 비재무적 측정요소로서 브랜드 평판을 제시하고, 국내 30대 게임 회사의 자료를 이용하여 브랜드 평판이 게임 회사의 주가에 미치는 영향을 검증한다. 본 연구의 실증분석에서는 브랜드 평판 지수와 게임 회사의 주가 사이에 유의한 정(+)의 상관관계가 나타난다고 보고했다. 이러한 실증결과는 브랜드 평판이 게임기업의 주가에 직접적인 영향을 미칠 수 있다는 것을 의미한다. 본 연구는 게임 기업을 효과적으로 평가하기 위한 비재무적 요인으로서 브랜드 명성의 효과에 대한 실증적 증거를 제시함으로서 자본시장과 학계에 기여할 것으로 기대된다.

• 한국가금학회지
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• 제26권1호
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• pp.35-42
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• 1999

According to the importance(production ratio) of special brand eggs, poultry farma can be classified into four types(Types I to IV). A close relation can be observed between these types and farm scale. Special brand eggs used to be the speciality of small-scale, suburban poultry farms. Recently, however, the production of these eggs has been adopted by medium and large farms, too, and is increasing throughout Japan. In particular, small-scale farms specializing in these eggs have attained a high profit and take a characteristic management from as opposed to large-scale poultry farming that adopts the \"small profit and quick returns\" strategy. Because of this, the meaning of special brand egg production to farm management differs according to farm scale. For small poultry farmers, it means securing a high profitability and for medium and large producers, improving the corporate image or meeting the needs for assortment of retailers.