• The Journal of Asian Finance, Economics and Business
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• 제7권11호
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• pp.955-966
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• 2020

The purpose of this study is to find out how SNS marketing activities affect brand recognition, brand familiarity, and purchase intention for consumers who have purchased products from franchise chicken stores, including whether there is a moderating effect according to gender. SNS marketing activities were set up by configuring three attributes which are, SNS advertising, SNS information, and SNS events as sub-factors. For empirical analysis, a survey was conducted on SNS users, and SPSS/AMOS statistical programs were employed for the data analysis. First, the result of the empirical analysis showed that SNS advertising, SNS information, and SNS events have a significant positive effect on brand recognition. Second, it was found that the SNS events had a significant positive effect on brand familiarity. Third, it was found that SNS advertising has a significant positive effect on purchase intention. Fourth, it was observed that brand recognition has a significant positive effect on brand familiarity. Fifth, it was found that brand recognition and brand familiarity have a significant positive effect on purchase intention. Sixth, it was found that gender plays a significant role in the relationship between these constructs. Therefore, it can be assumed that the hypothesis presented in this study is sufficiently proven.

• 유통과학연구
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• 제11권5호
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• pp.25-31
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• 2013

Purpose - This study aims to determine the effects of marketing factors on the long-term purchasing behavior regarding industrial goods, using data from wholesalers and retailers. Research design, data, and methodology - We used multiple regression analysis and 3-step regressions to investigate causality. We used 177 questionnaires targeting wholesalers and retailers of industrial goods. Results - First, long-term purchasing behavior is positively related only with advertising and marketing factors. Second, the relationship between marketing factors and brand value show that the physical environment, word-of-mouth advertising, and publicity are positively related, except advertising and sales promotion, respectively. Third, brand value and long-term purchasing behavior are positively related. Finally, brand value is not a mediator between marketing factors and long-term purchasing behavior. Conclusion - This study suggests that industrial goods providers should use marketing strategies that are different from those used in the consumer market. Further, if they want to maintain long-term relationships, they should increase their brand value.

• 디지털콘텐츠학회 논문지
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• 제19권5호
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• pp.881-889
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• 2018

본 연구는 기업의 공익연계마케팅 정보제시형태에 따른 소비자 태도를 브랜드 수준과 한국, 중국을 중심으로 살펴보았다. 분석 결과, 첫째, 기업이 실시하는 공익 연계 마케팅 정보 제시 형태는 구체적이 추상적보다 소비자 태도가 높은 것으로 나타났다. 둘째, 공익 연계 마케팅 정보 제시 형태에 따른 소비자 태도는 실시하는 브랜드의 수준(기업 브랜드, 개별 브랜드)에 따라 다른 것으로 나타났다. 셋째, 공익 연계 마케팅 정보 제시 형태에 따른 소비자 태도는 한국과 중국에 따라 다른 것으로 나타났다. 마지막으로, 이러한 연구결과를 토대로 학문적 뿐만 아니라 마케팅 전략 수립에 기초가 되는 실무적 시사점을 제공하고자 한다.

• 유통과학연구
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• 제15권3호
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• pp.39-47
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• 2017

Purpose - The purpose of this study is to measure the effect of brand awareness by color marketing to purchase and revisit intentions in Traditional Markets. Research design, data, and methodology - For this study, 5 point Likert-scale was used based on previous research. Used SPSS ver.22, factor analysis and Cronbach's alpha, regression and correlation were tested. 254 samples were used for the analysis. Results - The three attributes of color marketing(symbolism, identifiability, association) exerted significant effects on brand awareness of traditional marketing explained 38.7% of the variance. Thus, , , and were supported. However, was not supported. Conclusions - Colors play important roles in establishing new images in consumers' minds. The visual sense affects emotions and attitudes and most of the visual sense is affected by colors. Colors that we see move people's heart and induce atmospheres thereby greatly affecting humans' physical and mental activities. To increase traditional market brand awareness, it is necessary for traditional markets to display a level of attractiveness through the use of colors and visuals. So to use color marketing in traditional market is very important for brand awareness which can cause purchase and traditional market revisit intension.

• 한국산업정보학회:학술대회논문집
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• 한국산업정보학회 2008년도 추계 공동 국제학술대회
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• pp.207-217
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• 2008

The purpose of this study is explore the effect of brand marketing to corporatei mage, brand image, and purchase intention and so clarify the causal sequence model in mobile phone corporation The results confirmed the suggested hypotheses. In addition, the analyses showed that effects of both brand marketing-related variables and CI on BI or PI are mediated by the other variables. Based on the findings, the study showed that the effect of brand marketing indirectly on the purchase intention is mediated by corporate image and brand image in mobile phone corporation.

• Asia Marketing Journal
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• 제11권2호
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• pp.193-215
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• 2009

This paper reports the country of origin and brand trust perceptions of 102 Nepali consumers living in Kathmandu. The paper also explores these Nepali consumers' perceptions of global brands. Three major findings are reported: (1) For these Nepali consumers, the importance of buying a global brand is exceptionally important in their purchase decisions. (2) Nepali women consistently rate the importance of buying a global brand higher than Nepali men. (3) The set of global brands most trusted by these Nepali consumers show strong regional, Asian preferences. The paper also discusses the challenges of market research in Nepal.

• 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.

• 마케팅과학연구
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• 제15권3호
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• pp.67-92
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• 2005

본 연구는 브랜드 확장의 단점에도 불구하고 마케팅의 효과 및 효율측면에서 항상 고민하는 마케터들이 전략적으로 브랜드확장을 꾀하고자 할 때, 브랜드확장의 위험을 줄이고 성공가능성을 높이는데 일조하고자 실시되었다. 특히 본 연구는 제품유형을 실용제품과 쾌락제품으로 구분하고, 모 브랜드의 제품유형과 일치하는 제품유형으로 브랜드 확장을 하는 경우와 불일치하는 제품유형으로 확장하는 경우에 소비자가 확장 브랜드에 대하여 보이는 반응을 조사하였다. 연구결과에 따르면, 모 브랜드의 제품유형과 일치하는 제품유형으로 확장한 브랜드가 불일치하는 제품유형으로 확장한 브랜드보다 소비자에게 보다 긍정적으로 평가를 받았다. 또한 브랜드확장 전략 수행 시 모 브랜드와 제품유형을 일치시키는 것이 모 브랜드의 제품유형이 쾌락제품일 경우보다 실용제품일 경우 더욱 중요한 것으로 나타났다. 여기에서 나아가 소비자가 몰입하는 인지적 또는 감성적 관여유형에 따라 브랜드확자엥 대한 보지가의 평가는 모 브랜드의 제품유형 및 일치 불일치 확장유형에 따라 달라질 수 있음을 알 수 있었다.

• 패션비즈니스
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• 제9권5호
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• pp.96-113
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• 2005

The purpose of this study was to examine acutely effective marketing strategies for bridge line imported handbag brands in order to succeed in launch and establishment in local market. Based on the successful bridge line imported handbag brands status in local market, this selected the brands, "LeSprotsac", "Longchamp", "Sequoia" that execute brand strategy including positioning strategies such as basic concept, prices, materials, promotion, distributions in order to succeed in local launching. For corroborate analysis, three staffs in each brands, consecutive in-person interviews and continuous telephone interviews, mail survey were used for this study. The results were as follows; First, differentiate brand positioning strategy that has considered accurate analysis of niche market and domestic market environment when brand launch effects on brand value enhancement. Second, marketing mix activity based on positioning strategy effects on establishing brand image and spreading brand awareness. Third, marketing activity based on positioning strategy should be executed based on consistent brand strategy.

• 한국게임학회 논문지
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• 제21권6호
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• pp.3-12
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• 2021

본 논문은 게임산업에서 브랜드 인지도와 브랜드 이미지에 영향을 미치는 주요 변수들의 관계와 브랜드 충성도 형성 과정을 실증분석 했다. 이를 위해, K-BPI 데이터로 5가지의 주요 변수 간 6가지 가설을 세우고 검정하였다. 그 결과, 브랜드 인지도에 미치는 효과는 유통접근성 만이 유의한 반면, 브랜드 이미지에는 마케팅 커뮤니케이션과 유통접근성 모두 유의한 효과를 보이는 것으로 나타났다. 브랜드 충성도에는 브랜드 이미지만 유의한 효과를 보였다. 따라서, 게임산업의 마케팅 커뮤니케이션 활동의 목표는 브랜드 이미지 개선으로 하는 것이 바람직하며, 체험과 같은 소비경험을 제고하는 전략이 중요한 것으로 보인다.