• Korea Journal of Hospital Management
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• v.20 no.3
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• pp.1-12
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• 2015

The objective of this study is to analyze the effects of brand authenticity on brand trust and the effect of brand trust on brand loyalty in case of network franchise dental clinics. To achieve this objective, 300 dental customers were surveyed in Seoul and Gyeonggi province. Of these, 267 respondents were used for the analysis. The research results show that communication authenticity, advertising truthfulness, employee authenticity had positive effect on brand trust. and brand trust have positive effect on brand loyalty.

• Journal of the Korean Dietetic Association
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• v.11 no.3
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• pp.299-308
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• 2005

The purpose of this study was to investigate the college and university student's perception on the brand awareness of contract foodservice management company in Incheon area. The developed questionnaires were distributed to the college and university students in Incheon area from September 20 to September 24 in 2004. Total 198 questionnaires were used for the final data analysis with response rate of 82.5%. The results showed that 85 % of the students has known that the foodservice operation was managed by contracted management company, only 56.5% of them have known the exact name of contract foodservice management company managing their cafeteria. It was recommended therefore that contract foodservice management company need more efforts for widening public activities for their company's name.

• Management & Information Systems Review
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• v.14
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• pp.195-214
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• 2004

The purpose of this study is to find proper strategies for the reinforcement of brand image in the online insurance retail stores. First, from theoretical backgrounds, I have investigated acquisition effects, strategies for changing brand image, decisions on a product position and product differentiation under various strategic marketing factors based on the reinforcement strategies of brand image. Second, there is a significant difference between corporate/on-line insurance retail store names recalled first and brand names recalled first. Third, in terms of consumers' preferences, there exists a substantial difference between corporate/on-line insurance retail stores and brands. From this study, the following conclusions are drawn. First, on-line insurance retail stores and brand image should be carefully developed and used as a tool to secure competitive advantages. Second, on-line insurance retail stores and brand image should be considered and continuously enhanced as an important asset for the on-line insurance retail stores. As the importance of brands grows, brand management is an essential step for powering brands.

• International conference on construction engineering and project management
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• 2005.10a
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• pp.1076-1082
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• 2005

Breaking from the past convention, most construction firms are lotting out their apartments with their own brand names. They don't have, however, differentiated marketing strategies based on unique brand awareness. Rather, virtual absence of marketing strategies has brought about unfiltered introduction of architectural elements of the competition and excessive advertising efforts. Consequently confusion is at hand for consumers' purchase decision since they are not aware of the differences between the apartments. The purpose of this study is to make consumers have clear brand awareness by presenting appropriate brand strategies based on sound marketing theories for construction firms.

• Journal of Korea Society of Digital Industry and Information Management
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• v.10 no.2
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• pp.143-156
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• 2014

Comprehensive programming channels are based on recognition of the parent company, their parent newspaper has increased brand awareness. In this paper, the comprehensive channels to look at the structure of the channel brand architecture, a certain brand of newspapers and comprehensive channels have a effect on the formation of the image of the channel according to the future of the brand extension strategy for MPP. Referring to the brand architecture, which reveals the structural system of the brand, it is argued that TV Chosun and MBN take the integrated corporate brand strategy, while JTBC tries to mix and balance the brands of the parent corporation and its own independent one. Exceptionally, Channel A doesn't take a name of its parent corporation 'Dong-A'. It is argued that the comprehensive programming channels utilize and take the parent corporate brand, mixed brand, and independent brand in accordance with circumstances of their own parent corporates. Their parent brand of comprehensive channels give viewers a positive image and awareness of comprehensive channel brand. while building its own channel images, TV Chosun and Channel A Conservative extension of a certain brand marketers to be bound by the channel's image. Brand extension of comprehensive channels is to have the strength of their entry into the genre that is most likely higher.

• Knowledge Management Research
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• v.10 no.3
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• pp.81-98
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• 2009

The purpose of this study is to investigate the effect of Hallyu(Korean Wave) and marketing mix elements on brand equity based on the Korean cosmetic brand in China Market. It will provide the constructive suggestions to build Korea brand equity in overseas market through empirical research. At the beginning of this study, in order to analyze the effect of Hallyu and marketing mix elements on brand equity, we studied literature reviews on relationships between brand equity and marketing mix elements, culture, Hallyu and its influences on marketing. And then, we set up the research model, hypotheses and variables. The chosen variables to investigate are price premium, price deals, store image, distribution intensity, advertising, Hallyu, perceived quality, brand loyalty, brand awareness/associations, and brand equity. The results of the study reveal that Hallyu and advertising had a positive influence on perceived quality, brand loyalty and brand awareness/associations, but the other marketing elements had partial influence. All of perceived quality, brand loyalty and brand awareness/associations showed positive effects on brand equity. Additionally, theoretical and managerial implications of brand equity and Hallyu based on the results of this study are discussed. And limitations and future research issues are also presented.

• Journal of the Korean Society of Clothing and Textiles
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• v.28 no.2
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• pp.252-261
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• 2004

In this complex marketing world, marketers find themselves having to grapple with difficult issues about branding and their brand management. In many cases, a deeper understanding of how consumers feel, think, and act could provide valuable guidance to address these brand-management challenges. The objective of this study is to conceptualize and test the framework of building fashion brand equity, utilizing Keller＇s CBBE Model as a theoretical framework and Kim and Lim＇s (2002) scale as a measurement model of fashion brand equity. We conducted a survey toward 696 university students using Kim and Lim＇s fashion brand equity scale. To test the hypothesized building paths of fashion brand equity, statistical analyses were performed with AMOS 4.1 program using confirmatory factor analysis and structural equation model. The results of this study were as follows. First, fashion brand equity was defined in terms of six components; customer-brand resonance, customer feeling, customer judgment, brand imagery. brand performance and brand awareness. Fashion brand equity was multi-dimensional brand attitude, which could be measured by 16 items. Consequently, Kim and Lim＇s scale acquired a statistical validity. Second, the proposed conceptual framework of this study was partially significant. We can provide an effectiveness of Keller＇s CBBE model to conceptualize the building process of fashion brand equity. Third, it was different between two brands to build fashion brand equity.

• Culinary science and hospitality research
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• v.23 no.5
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• pp.48-57
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• 2017

This study aims to analyze the relationships among brand value, brand trust, and brand loyalty of dessert cafes and to verify the mediating effect of brand trust in the relationship between brand value and loyalty. This study targeted eight dessert cafes located in Seoul, and a survey with customers aged 20 or over was conducted over 11 days from April 10th to 21th, 2017. A total of 230 self-administered questionnaires were distributed, and 205 questionnaires (89.13%) were included for the data analysis after the exclusion of 25 incomplete and unreliable responses. Every data used for analysis went through frequency analysis, reliability test, exploratory factor analysis, simple regression analysis, multiple regression analysis, mediator effect analysis, and Sobel test using the SPSS 18.0 analysis program. The study results revealed that brand value had a significant positive relationship to brand trust, and brand trust had a significant positive relationship to brand loyalty. Also, brand value had a significant positive relationship to brand loyalty, and brand trust mediated the relationship between brand value and loyalty. Based on these findings, the discussion to enhance brand loyalty of dessert cafes were suggested.

• Journal of the Korean Society of Food Culture
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• v.24 no.3
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• pp.245-255
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• 2009

As multinational brands have made inroads into domestic food service industry, and its recognition has been high to consumers, This research has tried to examine the general identity of brand, their recognition, and re-purchase behaviors. The purpose of this study is to inquire into how the brand value by brand identity was caused by recent development of food service industry, and how it had an effect on the purchase behaviors of them. In particular, factors of general identity have a significant effect on the revisit and purchase intention, as the image and ads of family restaurant among brand property factors of family restaurant showed an significant effect on the revisit intention. This study was made with priority given to the brand identity as four brand factors such as product brand, organizational brand, community brand and design brand based on the confidence. Results found that the community brand and design brand had a significant difference on purchase intention. Consequently, it has been suggested that the marketing strategies to make the brand identity strong have to be established with various brand enhancement tactics in the food service industry.

• Journal of the Korean Society of Food Culture
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• v.24 no.3
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• pp.286-294
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• 2009

The purpose of this study was to determine whether foodservice brand language localization affects consumer attitudes in terms of similar brand image recognition with an original brand. Many global foodservice companies have tried to modify their own brand identity according to local situations in order to attract more consumers. According to this study's results, consumers who similarly recognized both the original brand image and localization brand image tended to have greater purchase intention than those who did not recognize them similarly. In addition, when the original brand identity was changed to the local language, consumers more similarly conceived the original brand image and localization. And for local store marketing, foodservice companies should have a thorough marketing research plan since there can be difference results according to brand name recognition gaps or demographic characteristics. Original brand image similarity recognition by consumers affected their attitudes. In other words, the group that similarly recognized both the original brand company image and the localization brand company image tended to have greater purchase intention. Because brand language plays an important role in consumer attitudes with respect to recognizing a brand and distinguishing another brand, this study suggests that franchise foodservice companies have a local store marketing plan.