• 경영과정보연구
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• 제29권3호
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• pp.123-146
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• 2010

본 연구는 온라인 브랜드 커뮤니티 사이트를 통해 경험한 브랜드 체험의 세 가지 유형(이성적 체험, 정서적 체험, 관계적 체험)들이 브랜드 태도와 브랜드 애착 형성에 어떠한 역할을 수행하는지에 대해 살펴보는 것이다. 또한 브랜드 체험을 통해 형성된 브랜드 태도와 브랜드 애착이 브랜드 몰입에 어떠한 영향을 미치는 지에 대한 실증적인 규명을 하는 데 목적을 두고 있다. 연구결과 이성적 체험은 브랜드 애착보다는 브랜드 태도에 영향을 미치는 것으로 나타났다. 반면, 정서적 체험은 브랜드 태도보다는 브랜드 애착에 유의한 영향을 미치는 것으로 나타났다. 그리고 관계적 체험 역시 브랜드 태도보다는 브랜드 애착에 보다 강력한 영향을 미치는 것으로 나타났다. 다음으로 브랜드 체험을 통해 형성된 브랜드 태도와 브랜드 애착에 브랜드 몰입에 어떠한 영향력 차이가 나타나는지 실증적으로 분석하였다. 연구결과 브랜드 태도가 브랜드 몰입에 영향을 미치지 못하였으나 브랜드 애착은 브랜드 몰입에 영향을 미치는 것으로 나타났다.

• 한국HCI학회:학술대회논문집
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• 한국HCI학회 2009년도 학술대회
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• pp.841-845
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• 2009

The aim of this study is to analyze the unique framework of Hong Kong brand and compare it to Seoul through examining the process of developing city brand visual identity, which is top-down. As Asian cities, the processes of developing their city identity system to be strong city brands have taken outstandingly different steps between two cities. Hong Kong has the strongest tourism attributes modernity, stability, attractiveness of tourism attributes. Hong Kong has the most competitive power. Korea is the least one. Hong Kong has made it as a good example of a city brand and proved it through tourism statistics which are one of visible branding results. Apparently, it gives us constructive suggestions to consider its steps for developing city brand identity.

• 한국컴퓨터정보학회:학술대회논문집
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• 한국컴퓨터정보학회 2019년도 제59차 동계학술대회논문집 27권1호
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• pp.191-192
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• 2019

The objective of this study is to understand the relationship between type of advertising and brand attachment. We divide advertising type into loss and gain frame and examine the effect on brand attachment, The effect of scarcity advertising on brand attachment and the effects of interaction effects on brand attachment were examined. The results showed that the effect of the loss and gain frame on brand attachment was not statistically significant. It also showed that scarcity was not emphasized or emphasized or had no effect on brand attachment. That is, the more emphasis on gain in advertising frame and the less pressure on scarcity, the more effective ad type for brand attachment.

• Journal of East Asia Management
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• 제5권1호
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• pp.47-73
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• 2024

Research has shown that authentic experiences at tourist destinations, referred to as destination authenticity, lead to increased revisit intentions and recommendations. However, studies demonstrating the impact of destination authenticity on everyday purchasing behavior are scarce. To address this research gap, based on autobiographical memory and consumer inference theory, this study re-examines the relationship between destination authenticity and purchase behavior toward brands created in tourism destinations encountered in everyday life. This study reveals that brand authenticity mediates destination authenticity's effect on the purchase intention toward destination brands. Furthermore, the effects of destination authenticity on brand authenticity, as well as brand authenticity on purchase intention, are moderated by destination brand self-congruence. The findings of this study contribute to the literature by examining the mechanisms of tourists' purchase behavior, based on autobiographical memory and consumer inference theory. In addition, it sheds light on the boundary conditions under which the impact of destination authenticity on brand authenticity and that of brand authenticity on purchase intention are enhanced.

• 융합경영연구
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• 제8권2호
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• pp.13-17
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• 2020

Purpose: In modern corporate management, the establishment of a crisis management system that minimizes damage through measures used to respond to corporate crises is no longer an option. The importance of corporate reputation and brand asset management in modern enterprise management cannot be overemphasized and negative events that might arise from a number of different causes can cause brand crises. Research design, data and methodology: More than half of the questionnaire respondents were female (252 or 53%). More than a fourth of the respondents were aged 20 (122 or 26%) and the number of married participants was 196 (41%). Of the participants, 32% (153) had graduated from college. Only 18% (87) were employees and the monthly household income was 121. In this study, we conducted factor analysis in order to extract the variables that may enhance the explanation capability of each variable. For the method of factor extraction, an Eigen value of at least 1 was used as was factor loading. An analysis was performed using the Cronbach's alpha coefficient to verify the reliability of the measurement scale. Results: First, the analysis of the impact of the social responsibility activities on brand image revealed that the social, economic, philanthropic, ethical, and environmental responsibility activities significantly affected brand image, but legal responsibility activities were not statistically significant. Second, the analysis of the impact of brand image on loyalty showed that brand image had a significant impact on loyalty. Third, the analysis of the impact of social responsibility activities on loyalty showed that they had a significant impact on loyalty. Conclusions: The pro-social enterprise image is not only a brand asset that can be shared, but also a heavy proposition followed by a corresponding social responsibility, it will have to practice transparent corporate management based on clear principles through the establishment of various systems and the implementation of a strict code of conduct within the enterprise.

• Asia pacific journal of information systems
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• 제30권2호
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• pp.284-307
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• 2020

Customer engagement has been the main objective of brand companies in their marketing through social networking sites (SNS). Facebook is the most popular platform for SNS marketing, especially for companies that try to engage with their customers by providing various values through their brand pages (i.e., brand communities). The management of brand pages, therefore, becomes "the means" by which to achieve the result ("the end") of SNS marketing, and visitors to the brand pages (i.e., brand communities) then come to have a favorable attitude toward the brand. Based on a "means-ends" framework, this study examines the development of engagement between customers and brands in terms of brand page engagement as the means objective and brand attitude as the ends objective in the context of Facebook. This study further examines the antecedents and consequences of brand page engagement based on the customer value theory with two-stage data collection. This study contributes to the literature by explaining the roles and effects of brand page engagement in SNS marketing. This study further provides guidance to SNS providers and practitioners on SNS marketing strategies.

• 보건의료산업학회지
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• 제9권2호
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• pp.1-12
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• 2015

The objective of this study was to verify the effects of brand equity of small & medium hospitals on trust and relationship commitment and mediation effect of trust in the relation between brand equity and relationship commitment. For testing reliability and validity of the measurement tool, Cronbach's ${\alpha}$ and confirmatory factor analysis was used, respectively. A structural equation model was applied for verifying the study model suggested. Out of 450 questionnaires distributed, 439 was returned. On the study results, brand image and perceived quality positively determined trust of customers for small & medium hospitals. Customers' trust also has a positive effect on relationship commitment. Brand awareness positively influence the levels of relationship commitment. Moreover, a mediation effect was identified. Customers' trust mediated the effects of brand image and perceived quality on relationship commitment of hospitals customers. On conclusions, relationship commitment was determined, either directly or indirectly, by brand image and perceived quality, while trust mediated the their relationship. Thus, hospitals management may use the concepts of brand equity and trust as a key success factor of their business purposes.

• 한국식생활문화학회지
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• 제29권6호
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• pp.593-598
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• 2014

Brands play a critical role as a core asset and the primary driver for corporate growth because of their power of identity and influence on customers' perceptions in restaurant industry. However, in spite of diverse and dynamically changing recent brand portfolio strategies of restaurants, a study on the effect of brand diversification on financial performance has been rarely conducted in the restaurant industry context. Considering competing viewpoints regarding diversification's influence on financial performance, the purpose of this study is, therefore, to examine the effect of brand diversification on firm performance of restaurants. The results indicated that brand diversification is positive effect to profitability. Brand diversification seems to be attractive and might be a reasonable growth strategy to expand market power by satisfying diverse consumer needs. Therefore, restaurant managers should be consider in implementing brand diversification strategy especially in dynamically changing trend of brand diversification in the current restaurant industry.

• 한국건설관리학회:학술대회논문집
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• 한국건설관리학회 2007년도 정기학술발표대회 논문집
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• pp.656-661
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• 2007

현재의 주택시장의 양상은 과거와는 다르게 대부분의 건설사들이 자사만의 독자적인 네이밍으로 많은 아파트를 분양하고 있다. 그러나 이러한 아파트들을 소비자들에게 인지시켜 분양하는 과정에 있어서 차별적인 마케팅 전략이 존재하는 것이 아니라 경쟁사의 건축적 요소의 도입, 광고의 물량 공세 등 실질적인 마케팅 전략이 부재한 상황이다. 이로 인하여 소비자들은 각 아파트들의 차별성을 모르게 되고, 구입에 있어서도 혼선을 갖게 되었다. 이에 본 연구에서는 마케팅 이론에 근거한 브랜드 아파트의 전략을 제시하여 소비자들로 하여금 자사의 브랜드를 확실하게 인지시키는데 그 목적을 둔다.

• 한국품질경영학회:학술대회논문집
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• 한국품질경영학회 2009년도 추계학술대회
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• pp.266-273
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• 2009

도시브랜드의 품질 특성을 중심으로 도시브랜드 자산에 영향을 미치는 요인에 대한 연구를 통하여 최근 관심이 증대되고 있는 장소 브랜드 마케팅 영역을 연구하였다. 본 연구에서는 특히 도시(지역) 브랜드에 특산물이 어떤 영향을 미치는지 연구를 통하여 지역과 지역 특산물의 상호작용에 대한 구조적 인과관계의 이해를 통하여 지역 경쟁력 향상에 실무적인 도움을 주고자 한다.