• 대한안전경영과학회지
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• 제15권1호
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• pp.303-315
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• 2013

The purpose of this study is to explore the mediator effect of the presidential candidate brand affiliated to the certain party toward enhancing the party brand equity and the presidential candidate brand value. In detail, firstly, the study attempts to identify the determinants of the party brand equity. Secondly, we clarify the factors of presidential candidate brand value. Finally, the paper testifies the proposed mediator model of the presidential candidate brand with respect to the impact of the belonging party brand equity in voting intention. Results show that the mediator effect of candidate brand exists between the affiliated party and the voting intention. In voting intention, the perceived quality of the party brand equity significantly influences on the candidate brand. Brand loyalty and Brand association of the party brand equity don't impact on the candidate brand significantly. In addition, the result proposes the all components of candidate brand value have significant impacts on voting intention. This paper is an initial attempts to regard the political parties and affiliated candidates in terms of brand marketing as the party brand equity and the candidate brand value respectively. With respect to better enhancing an approval rating, the study is proposed to the parties and candidates to-do list and direction of brand equity management.

• 한국프랜차이즈경영연구
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• 제14권2호
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• pp.31-46
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• 2023

Purpose: Brand communication plays an important role in the credibility of consumer behavior as it enhances brand equity. This study investigates the effects of brand communication (firm-created communication, consumer-generated communication) on brand awareness, brand attitude, brand loyalty in the hotel business sector by applying the SOR theory (stimulus-organism-response theory). Research design, data, and methodology: This study was analyzed in a quantitative way using the survey results of 400 customers who had experience of visiting hotels. In this study, SmartPLS 4.0 was used to evaluate the research model. The reliability, convergent validity, and discriminant validity of the measurement tool were verified. Result: Result was found that consumer-generated communications had a positive effect on brand awareness and brand attitude, whereas firm-created communications had a significant effect on brand awareness. In addition, brand awareness had a positive effect on both brand attitude and brand loyalty. Finally, brand attitude was found to have a positive effect on brand loyalty. Conclusions: This study redefines the concept of where chain hotel groups should focus when providing consumers with information about their brands and services. As a result, the conceptual framework of brand communication to increase new customer visits to the hotel brand has been expanded.

• 유통과학연구
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• 제17권1호
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• pp.33-45
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• 2019

Purpose - The purpose of this study is to examine the extent to which internal brand communication (IBC) impacts on brand commitment (BC). Research design, data, and methodology - A structured questionnaire has been built and distributed on a total sample of 650 banking staff working in five public banks in Pakistan. Results - The findings of PLS-SEM revealed that besides the indirect effect of internal brand communication (IBC) on brand commitment via brand knowledge, the study also exposes a direct positive effect of IBC on brand commitment. This study also reveals that brand commitment is affected by brand knowledge and internal brand communication practices. The result of mediation reveals that brand knowledge partially mediated the relationship between independent and dependent variables. Practical implications- This study empirically validates that internal brand communication and brand knowledge are prerequisites for brand commitment. Therefore, managers, particularly in-service enterprises, should provide sufficient IBC practices and appropriate brand knowledge to enhance employees' brand commitment. Conclusions - The comprehensive analysis of the impact of brand knowledge on the proposed relationship. It further adds up to the branding literature, which is mostly qualitative and lacks empirical validation.

• 융합경영연구
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• 제2권3호
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• pp.20-25
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• 2014

Comfortable sleeping itself is thought to be very much important to have great influence upon remaining lives. Bed-clothes can be an essential factor of comfortable bedding. Korea that has four seasons requires different blanket each season. The Koreans make change of use of the quilt at least 2 to 3 times a year. The quilt may vary depending upon use of either Ondol or bed. Brand bedding governs quilt market. Brand bedding shops have good cognition of customers to be located at the place easy to find out and to have various kinds of products and excellent designs and to take the lead in all of the areas. Non-brand bedding products are difficult to compete with brand products at the bedding market. This study investigated cases of not only management of non brand bedding but also competition between brand bedding and non brand bedding. First, How does non brand bedding elevate competitiveness to win at competition with brand bedding? Second, How dose non brand quilt's approach to consumers and sales strategies?

• 융합경영연구
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• 제9권1호
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• pp.41-50
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• 2021

Purpose: In general, when a company wants to build a brand, its brand managers research the market and industry trends and then make decisions regarding the brand architecture and brand positioning development. This study was conducted not only in the service industry but also in manufacturing, finance, public institutions, and a variety of other business institutions. This led to a statistically significant difference between the status of external mobile branding for each business sector, and brand commitment and performance. Research Design, Data and Methodology: External mobile brand communication activities influence on employees' brand commitment. External mobile brand communication has a greater impact on employee brand commitment than any other factors. Result: Among the three external mobile branding activity variables, the external mobile brand communication variables have the greatest impact on employee brand performance. This supports the arguments proposed by that external mobile brand communication has a greater impact on employee brand commitment than any other factors. Conclusion: As a result, public institutions, such as ordinary businesses, need to recognize that external branding activities that enhance employee brand performance should be a key management activity. In contrast, financial institutions have the highest leadership activities and employee brand commitment.

• 경영과정보연구
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• 제16권
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• pp.37-58
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• 2005

The purpose of this study is to find the 'Integrated Marketing Communication(IMC)' strategies for the reinforcement of brand power in the insurance company. First, from theoretical backgrounds, I have investigated acquisition effects, strategies for changing brand power, decisions on a product differentiation and Brand portfolio, market segmentation and Brand Positioning under various strategic marketing factors based on the reinforcement strategies of brand power. Second, there is a significant difference between insurance company names recalled first and brand names recalled first. Third, in terms of consumers' preferences, there exists a substantial difference between insurance company and brands. From this study, the following conclusions are drawn. First, insurance company and brand power should be carefully developed and used as a tool to secure competitive advantages. Second, insurance company and brand power should be considered and continuously enhanced as an important asset for the insurance company. With growing brand importance, brand management is an essential step for powering brands.

• 경영과정보연구
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• 제21권
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• pp.209-237
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• 2007

This research intends to check what value and convenience the on-line brand community members pursue and how such value and convenience affects brand affection. Researching on-line brand community members of ipod, it was found that their value and convenience is composed of 3 types, namely, functional value, emotional value and self-expression value and the concept of brand affection is composed of 3 subsidiary factors, namely, 'love', 'interest' and 'immersion.' Checking how the functional, emotional and self-expression convenience of on-line brand community members affected brand affection, the following result was found. First, functional value and convenience has significant influence on the love affection only at the level of brand affection and has no influence on the relational and immersion affection. Second, self-expression value and convenience has significant influence only on the love affection of brand like functional value and convenience. Third, it was found that emotional value has significant influence on the 3 dimensions of brand affection, namely, love affection, interest affection and immersion affection.

• The Journal of Asian Finance, Economics and Business
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• 제7권2호
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• pp.271-280
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• 2020

The study aims to provide some evidence of the effects of CSR practices on financial-based brand equity in Malaysia. Nowadays, many companies have embraced corporate social responsibility (CSR) practices because CSR is a vital component of the current competitive and complex business arena. It contributes greatly to social, environmental, and economic condition. With CSR practices, companies are able to achieve many benefits and there is evidence that CSR practices predict higher brand equity. However, little evidence has been produced concerning the effects of CSR practices on financial aspects of brand equity in developing countries such as Malaysia. Therefore, this paper aims to investigate the effects of CSR practices on financial based brand equity among Malaysia Top 100 brand. A CSR checklist instrument was used in the current study to examine the extent of CSR practiced. The results indicated that PLCs that were actively involved in CSR practices such as environmental, community, workplace and marketplace, found that this involvement enhanced their brand equity. The findings provide useful support and evidence for the management of PLCs in Malaysia, as well as companies in other developing countries, to engage more in CSR practices as a core element of their strategic and brand management.

• 대한영양사협회학술지
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• 제14권2호
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• pp.186-197
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• 2008

The aim of this study was to measure the brand images of contract foodservice management companies by identifying brand image attributes and then developing a measurement scale to measure the weight of these attributes. The measurement scale was developed by following a 5-stage process that included face-to-face interviews with experts, literature review, questionnaire surveys, verification of scale validity, exploratory factor analysis, and confirmatory factor analysis. A total of 137 items measuring brand image were collected: 37 items from studies of brand image and corporate image, 55 items from studies of contract foodservice management companies and 45 items from the internet and websites of contract foodservice management companies. A survey was then conducted to assess the validity and reliability of the questionnaire items. Ultimately, the 137 items were reduced to 40 items. The calculated Cronbach's alpha for the 40 brand image items was 0.934, demonstrating good internal consistency. Based on exploratory factor analysis (EFA), employee attitude, menu content, corporate image, dining location and ambience, along with 33 subattributes, were identified as brand image attributes. Employee attitude was the most significant attribute influencing brand image. After confirmatory factor analysis (CFA) and a review process, four brand image attributes and 33 subattributes were finalized and incorporated into the scale.

• 한국조리학회지
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• 제23권6호
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• pp.11-19
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• 2017

The purpose of this article was to study the influence of eco-friendly management on customer's purchasing-intention at franchise Korean restaurants. In this research, factor analysis and multi regression analysis were used. Eco-friendly management was divided into 4 factors. Eco friendly service affected positively brand image (p<0.05). Energy saving positively affected brand image (p<0.005). Contribution to local society positively affected brand image (p<0.05). Menu composition affected the most positively brand image (p<0.001). At last, brand image had positive influence on purchasing intention (p<0.001). According to these results, we confirmed that the factors of eco friendly management influenced significantly on the customers' perception of brand image. As a result, food service corporations need to deal with the factors of eco friendly management efficiently. The findings of this research would help business management to build effective service marketing strategies and to satisfy the needs of customers at franchise Korean restaurants.