• The Journal of Economics, Marketing and Management
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• v.8 no.2
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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.

• The Korean Journal of Franchise Management
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• v.10 no.4
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• pp.7-18
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• 2019

Purpose: This study identifies the relative importance of the sub - factors of initial services and continuous services using AHP (Analytic Hierarchy Process) method, and calculates the competitive index for the detailed factors. The purpose of this paper is to propose the establishment of long - term and short - term management strategy for expansion of business of food service franchise, franchisors, long - term and win - win relationship with franchisees, and rationalization of operating system. Research design, data, and methodology: The population for the survey is 92 franchisees in 46 foreign brands and 46 domestic brands in the Seoul metropolitan area (Seoul / Gyeonggi / Incheon). The survey was conducted from July 1 to August 31, 2018 through the survey agency with a telephone interview and a surveyor's direct visit. A total of 100 questionnaires were collected, but a total of 92 parts were used for analysis except 8 parts that were considered to contain false information. Using the AHP method, relative importance and competitiveness index were calculated for the details of initial services and continuous services. Results: The results shows continuous services were significantly higher for both foreign brand franchises, domestic brand franchises, and overall than initial services, This suggests that the continuous services of the affiliated franchisors has a higher relative importance than the initial services. Among the continuous services, brand reinforcement and promotion were significantly higher for both foreign brand merchants and domestic brand franchises. This can be regarded as the most important factor in brand reinforcement and promotion when selecting a food service franchisors. Conclusions: In the Standard Terms and Conditions governed by the Fair Trade Commission, the franchisors should increase the fairness by creating manuals for supporting services, especially after opening, and regularly checking whether the supporting services have been carried out like manuals since the establishment of franchisees. In addition, the Brand Strengthening and Public Relations Committee (tentative name) jointly participated by the franchisors and franchisees for the purpose of strengthening and promoting the brand, suggesting a system for transparent and efficient execution of the brand reinforcement and promotion budget and monitoring afterwards.

• Journal of Korea Society of Digital Industry and Information Management
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• v.8 no.4
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• pp.245-261
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• 2012

This study thus set out to empirically analyze connections between the success factors of marketing and management performance in the silver industry. For that purpose, the investigator analyzed relations between independent variables, which include such success factors of marketing as market segmentation, product mix, customer relational management, brand asset, price strategy, and marketing information system, and dependent ones, which include financial and non-financial management performance. Those results partially support the hypothesis that the six success factors of marketing set in the study have effects on financial and non-financial management performance in the silver industry. Customer relational management had the biggest influence, being followed by brand asset and price strategy in the order. Those results indicate that companies need to consider customer relational management, brand asset, and price strategy before other success factors of marketing to achieve financial and non-financial management performance in the silver industry.

• Proceedings of the Korean Society of Computer Information Conference
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• 2015.07a
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• pp.335-336
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• 2015

현대는 브랜드의 시대이다. 애플 브랜드는 1,453억 달러라는 천문학적인 가치를 가지고 있으며, 코카콜라 브랜드는 수십년에 걸쳐 세계적인 브랜드로 자리매김하고 있다. 이와 같이 글로벌 경쟁 시대에는 브랜드가 기업의 생존을 좌우한다. 기업의 경쟁력은 인지도가 높은 파워 브랜드를 얼마나 많이 가졌는가에 따라 판가름나고 있다. 소비자의 마음을 사로잡는 강력한 브랜드는 기업의 수익 창출을 보장하는 소중한 자산이다. 시장을 지배하는 강력한 브랜드를 육성하는 것은 이제 모든 기업의 미래를 좌우할 정도로 중요한 핵심 과제가 되고 있다. 본 논문에서는 이와같은 브랜드 가치를 디자인이라는 관점에서 보다 효율적으로 생성하고 관리할 수 있는 브랜드 경영을 위한 웹 기반의 컨설팅 서비스를 제안한다.

• Journal of Global Scholars of Marketing Science
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• v.9
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• pp.77-99
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• 2002

As current business environment is experiencing radical changes, interest in brands has increased theoretically and practically. The growing interest in brands creates the need for brand equity measurement and management models that help companies manage and fortify brands continuously. Given the situation, this study analyzes effects of brand equity on purchasing behavior of consumers. Outcomes of this study can be employed as integrated brand management system in order to satisfy corporate needs for systematic brand management. This model has been developed in an effort to transcend varied limitations of other previous studies and existing models. Consequently, the practical value of this model is highly expected. Beyond the mere concept of brand for establishing differentiated position against competitors, contents of the study cover extended forms of brand equity and brand performance. This model has been tested through practical applications of fifteen brands from three product categories. Despite several disparities among the categories, the study has revealed that the overall market performance of the brands is correlated with the brand power and other factors in the model. As the importance of brands is growing, brand management is an essential step for power branding. And brand management requires extensive brand diagnosis. The practical results of this study indicate that companies should put an emphasis on brand-oriented management as core strategy of their business.

• Proceedings of the Safety Management and Science Conference
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• 2004.05a
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• pp.169-172
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• 2004

Is entering in age that brand becomes consumer's goods purchase standard as income level is improved, dying injunction brand is trend that governing power in the world market is expanded as international economy does single market. Therefore, do to support market public information and marketing because do it so that may improve product level because introduces and operate system brand of our ceramics by ceramics market possession of advanced nation such as the United States of America, Japan, Britain and utilizes cooperation brand of medium and small enterprises product eternal generation and improves ceramics market competitive power in inside and outside of the country.

• Proceedings of the Korean Institute Of Construction Engineering and Management
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• 2007.11a
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• pp.603-606
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• 2007

In an effort to secure competitive edges by increased product differentiation, construction firms began to market name brand apartments. Thus, intensified competition between apartment brand and Housing. This study is analysis the fact of apartment brand and housing with System Thinking. And We show the basic strategy about construction firms with SWOT matrix.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.13 no.2
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• pp.575-582
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• 2012

The focus on the tourism development after executing the local self-governing system has been changed into a software from a hardware. Especially, the local self-governing bodies in recent years have found their local attractions, and then made them into the tourist contents (branded as a kind of commercial article) which can represent their local culture and environment. They are positively making the most of the contents for their public relations. But, as the tourist contents are used as a limited form, they need to be developed as a city brand which is comprehensive and unifying. Accordingly, in this paper, the C-city was selected as an example. and a city brand of C-city was made on the basis of the tourist contents.

• Journal of Agricultural Extension & Community Development
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• v.19 no.3
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• pp.729-755
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• 2012

The role of branding has been to differentiate products, but brands have been increasingly applied to organizational image too. The brand image holds a key position by the marketing system in this era. The main purpose of this research is to analyze the case for the development of farm brand. A in-depth interview was conducted to analyze the case for development of farm brand in connection with agricultural products and their business operation. The farms used various stories in the process of develop brand including farm history, cultivation process, product, management, relationship with consumers. The study present the findings divide into brand naming, image, positioning. The farms built trust by consumer relationship with the farm brand. The results of the study provide insights for agricultural marketers who intend to design brand stories that align with their produce.

• Proceedings of the Korean Society of Postharvest Science and Technology of Agricultural Products Conference
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• 2003.10a
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• pp.51-70
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• 2003

In recent years, Korean rice must compete with the rice of advanced countries under Doha Development Agenda(DDA) and free Trade Agreement(FTA). Therefore we should find more active and positive solution in rice industry according to the inncreasing power of international pressure. Increasing rice production was the most important policy during the past food-deficient days, but recently, with overproduction of rice, various circulation system by the brand(price)-differentiation should be settled in a recent market of Korea. Nowadays, some advanced rice farmers and Rice Processing Complex(RPC) managers developed new brands of rice with high-quality, adding healthy materials and environment-friendly farming methods. Therefore, the future strategy of making a new brand rice should be planned including selection of rice variety, cultural and post-harvest techniques, circulation and processing methods to compete against foreign rice. And environment-friendly farming is also recommendable for food safety and differentiate from imported rice. For the purpose of successful brand-rice, the following points might be considered. Firstly, selection of good quality rice and continual development of good variety must be conducted for the differentiation of Korean rice from foreign rice. Secondly, a special contract between producer and consumer with functional-rice, organic filming-rice, specific-rice will be recommendable. Thirdly, improvement of post-harvest management and milling system are necessary for the production of differentiated-rice. Fortunately, standard of inspection, rules of description for brand-rice must be developed by a more scientific examination in order to settlement of trust for consumer. Finally, provincial or regional-representative brand rice must be settled and conducted for the development of agreement market system between producer and consumer.