• The Journal of the Korea Contents Association
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• v.20 no.8
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• pp.211-222
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• 2020

In today's society, competition of talents is a critical factor of success in modern enterprises due to living in the era of knowledge economy. Also, success of a modern enterprise can be defined by the brand equity or value of the company name defined by general public (functional) and its employees (symbolic). Company brand equity is a subjectively defined by each employee. This article aims to link the relations between employee's perception of employer brand equity to employees' job performance and turnover intention. In order to empirically verify the effects of employer brand on employee's organizational commitment, performance, and turnover intention, study conducted the general employees working for MNC in the field of e-commerce, IT, and Networking business based in China. Total 235 questionnaires were used for the empirical analysis and SPSS 21.0 statistics package was used to analyze the collected data. The results can be summarized as follows: (1) Both the functional employer brand and the symbolic employer brand equity have a significantly positive impact on organizational commitment. (2) Both the functional employer brand equity and the symbolic employer brand equity have a significant positive impact on employee performance. (3) Neither the functional employer brand equity nor the symbolic employer brand equity confirmed the negative relationship between turnover intentions. (4) Organizational commitment play the intermediary role in the impact of employer brand equity on employees' work performance.

• The Journal of the Korea Contents Association
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• v.17 no.1
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• pp.532-549
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• 2017

This study identifies the pet-name using the celebrity's endorser and the pet-naming effect by the subject of creating brand identity. For this study, pet-naming types are made up of 3 types(non pet-named/pet-naming by company intention/pet-naming by customer's word of mouth). As the results of this study, pet-naming types affects the perceived value. The perceived value has a perfect mediating effect between pet-naming types and consumer response. Also, the level of informative interpersonal influence has significant interaction effect between pet-naming types and perceived value. The research, therefore, reaches several important conclusions. First, when the pet-naming types were consisted, customer's brand identity creating phenomenon was included. Second, pet-naming types affects the confirmed perceived value which is the customer's view. Third, susceptibility to interpersonal influence was differently identified with normative interpersonal influences and informative interpersonal influences. Furthermore, this study analyzes the market's behavior trends, and in extend the progression of pet-name marketing.

• Proceedings of the Korean Institute of Interior Design Conference
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• 2007.11a
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• pp.159-162
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• 2007

In the twentieth century, due to extraordinary development of companies and life style, etc, market environments to which companies around the world currently face are being changed with reflecting the current age in various fields, which result from globalization, digitalized innovation, diversity by information acceptance, an enhanced level of a consumer's consciousness, developed mass media, etc. The companies are trying to expand their sale areas, not only products but also their cultures, images, and brand power in the name of a 'marketing' in a space In other words, if companies and brands express some identities without considering an entire image evaluated by customers, a mis-positioning for the companies and the brands may be caused. In this case, the companies and brands may not influence on potential major customers at all, of an image for the companies and brands may be degrade Accordingly, a space marketing is required as a distinguished strategic means in characterizing identities according to brands. Also, a design for communicating the space marketing with the customers is required. Therefore, the purpose and effects of the present research are to analyze how identity characteristics for brands and company images are reflected by analyzing a faadeof a hall for housing cultures, and are to analyze how they are recognized by customer.

• Asia-Pacific Journal of Business
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• v.6 no.2
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• pp.19-33
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• 2015

Studies focusing on the constantly changing buying behavior and product preferences of a booming teen market are rare and this is particularly true in the Philippines. To address this gap in the literature, this study focused on the supermarket brands of cologne preferred by teens in the Philippines such as Lewis & Pearl (L&P), Johnson's Baby Cologne, Juicy, Bench, Ellips, Fiona, Bambini and Baby Flo which are manufactured by various competing companies. Essentially, this study presented and described the profile and buying behavior of cologne users and non-cologne users and determined whether preferential differences existed between these brands. The respondents consisted of 473 teens all over the Philippines stratified in terms of general location via the three major groups of islands in the Philippines: Luzon, Visayas and Mindanao. Respondents came from selected schools in Quezon City in Metro Manila, Sariaya in Quezon Province, Cebu City, and Digos City to represent the Greater Metro Manila Area, Luzon, Visayas and Mindanao, respectively. Findings showed that almost all of the respondents used cologne at varying degrees. In general, teens use several scents and brands of cologne and continually shift from one scent/brand to another scent/brand. This made it difficult for any company to capture loyal consumers. The most popular brands used by teenagers were Bench (61.7%), Lewis and Pearl (59%), Juicy (42%), Afficionado (32%), Fiona (19.3%), Penshoppe (18%), Bambini (12.6%), Ellips (11.3%) and Zen Zest (7.5%). Fragrance or scent is the top priority of teenagers in choosing a cologne brand, followed by brand name, affordability, bottle design and endorser. The spray bottle type of colognes is preferred even if cologne spray bottles are priced higher than the splash cologne bottle type. Managerial implications of these findings for market players, marketing scholars and prospective investors are presented.

• Journal of Environmental Health Sciences
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• v.43 no.5
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• pp.349-359
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• 2017

The objective of this study is to review the safety and health information displayed on containers of humidifier disinfectants (HD). We summarized not only general characteristics related to the marketing and manufacturing of HD, such as the duration sold and the name of the company, but also the safety and health information, such as identification of disinfectants, recommended use volume, and precautions. All of this information was reviewed by HD brand. We collected safety and health information from 31 HD brands. We found that companies that sold and manufactured HD brands differ. Two companies were found to sell their HD without permission after 2011 when the health effects caused by HD were widely known. The name of the disinfectants were not identified on the container of HD. The recommended volumes were found not to be based on toxicological evidence and set without consideration of the level of susceptibility of users. Most companies displayed phrases such "this HD is safe for humans, even children" on the front of the container. No inhalation and skin toxicity precautions were provided. In conclusion, most HD did not properly display information related to safety and health to protect the health of HD users. There has been no official investigation to evaluate the risks posed by HD, such as the sales volume by HD, identification of chemical disinfectants, or their concentration, nor have there been actions to control the chemical quality of HD. In addition, government actions to punish the malicious practices of companies that manufactured and sold HD were found to inappropriate.

• Journal of Distribution Science
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• v.10 no.6
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• pp.27-37
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• 2012

Many studies have focused on the importance of organizational integration when companies try to achieve growth through mergers and acquisitions (M&A). However, there has been little research that focuses on the new branding or customer base integration of the M&A process, despite the fact that this integration is very important for achieving M&A goals and business performance in industries such as retail. The purpose of this study is to provide an M&A case study of the retail industry, focused especially on the new branding and customer integration of two department stores. This study examined key integration processes in terms of brand name and membership systems of both companies by examining how the merged company achieved its new branding and the integration of its membership systems. The methodology of this research is the case study, which is used in both normative and empirical studies for distribution research in Korea. This research analyzes the case of both new branding and customer membership systems of the two companies. The new branding initiatives of this case centered on decision making including brand extension and brand naming. The customer membership integration of the two companies is analyzed on the basis of the customer reward programs that include both financial and service rewards. This study shows the success factors of new branding and customer integration in the M&A process in terms of achieving marketing goals and business performance as follows: First, companies should identify the integration areas by analyzing the brand and membership of both companies and make a balanced decision for both the customer and company. Second, the goals of new branding and membership integration in the M&A process should not emphasize business efficiency from a short-term perspective but rather should consider brand power and business synergy from a long-term perspective. Third, the post-merger integration process of the brand or customer areas requires not only the organized execution of integration tasks but also follow-up programs for changes in business strategy and marketing-related programs to realize the synergy effects of integrated organization. Although this study provides a detailed review and analysis of the new branding and customer integration processes in post-merger integration and in identifying the primary decision-making areas of these processes, there are some limitations requiring further research that may overcome or compensate for these limitations. The suggested future research areas are as follows: First, since this research is a case study of only one M&A, it makes few theoretical contributions such as new propositions or theories or possibilities for generalization. This limitation can be overcome through further research using multiple cases, which may lead to new propositions. Second, the methodology of this study lacks sufficient rigor in terms of its analytic approach because this case study was developed and analyzed descriptively. Further research is needed to compensate for these limitations, such as using a theory-based approach or comparative analysis approach that makes case analysis more systematic.

• Journal of Distribution Science
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• v.15 no.8
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• pp.55-64
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• 2017

Purpose - PB products at convenience stores take up about 20% of all products, and strategies for differentiation from other companies and brand image building are very important. This study would investigate the strategy for differentiating PB products and successful brand building strategy, focusing on BGF Retail that is operating 'CU', the leader in the convenience store industry in Korea. Research design, data, and methodology - This study would attempt to make an exploratory approach to PB products limited to those in convenience stores. As a research subject, this study chose BGF Retail, the operator of CU, which is the leader in the convenience store industry in Korea and chose the case study method in order to examine the strategy for differentiating PB products in convenience stores more in depth. For this purpose, this study collected materials such as papers, newspaper articles and various reports on convenience store-related PB products and conducted an in-depth study including more practical contents through an interview with CU workers. Results - CU pursued the diversity of PB products and has had the diversity of products, more than 120 kinds. It founded a product research institute and has been in charge of the differentiation strategy from planning products to launching them. Changing the target layer of consumers to those in middle age of the 40s-50s, it succeeded in the strategy expanding the consumer class. In the long run, despite it changed the name of the company, it has built a successful image, and both revenue and operating profit have continuously grown up. Conclusions - In results, CU has reset the changing main target population, and the product research institute succeeded in the innovation of products, reflecting new trends the customers want. Through this study, the practical implications could be provided for competitors.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.23 no.54
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• pp.111-117
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• 2000

In this study we analyzed the relationship between sensibility image and the needs to purchase, by studying the relations between the brand name of the beer which consumers recognize and the needs to purchase, and by extracting the sensibility image from the consumers about how they feel about the advertisement. For the survey we first chose 30 sensibility related adjectives from the preliminary survey and chose the 6 most selected sensibility related adjectives by showing beer advertisements from the 3 leading companies. In the main survey we used 7 point scale measurement to evaluate the sensibility scale in each advertisement using the 6 sensibility related adjectives we chose from the preliminary survey, such as cleanness, coolness, pleasantness, softness, easiness, and studied why they feel that way about the advertisement. We hope to contribute on establishing the advertising strategy of the company, based on sensibility image which the consumers are in favor of.

• Journal of Distribution Research
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• v.15 no.2
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• pp.1-34
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• 2010

Introduction As consumers' purchase behavior change into a rational and practical direction, the discount store industry came to have keen competition along with rapid external growth. Therefore as a solution, distribution businesses are concentrating on developing PB(Private Brand) which can realize differentiation and profitability at the same time. And as improvement in customer loyalty beyond customer satisfaction is effective in surviving in an environment with keen competition, PB is being used as a strategic tool to improve customer loyalty. To improve loyalty among PB users, it is necessary to develop PB by examining properties of a customer group, first of all, quality level perceived by consumers should be met to obtain customer satisfaction and customer trust and consequently induce customer loyalty. To provide results of systematic analysis on relations between antecedents influenced perceived quality and variables affecting customer loyalty, this study proposed a research model based on causal relations verified in prior researches and set 16 hypotheses about relations among 9 theoretical variables. Data was collected from 400 adult customers residing in Seoul and the Metropolitan area and using large scale discount stores, among them, 375 copies were analyzed using SPSS 15.0 and Amos 7.0. The findings of the present study followed as; We ascertained that the higher company reputation, brand reputation, product experience and brand familiarity, the higher perceived quality. The study also examined the higher perceived quality, the higher customer satisfaction, customer trust and customer loyalty. The findings showed that the higher customer satisfaction and customer trust, the higher customer loyalty. As for moderating effects between PB and NB in terms of influences of perceived quality factors on perceived quality, we can ascertain that PB was higher than NB in the influences of company reputation on perceived quality while NB was higher than PB in the influences of brand reputation and brand familiarity on perceived quality. These results of empirical analysis will be useful for those concerned to do marketing activities based on a clearer understanding of antecedents and consecutive factors influenced perceived quality. At last, discussions about academical and managerial implications in these results, we suggested the limitations of this study and the future research directions. Research Model and Hypotheses Test After analyzing if antecedent variables having influence on perceived quality shows any difference between PB and NB in terms of their influences on them, the relation between variables that have influence on customer loyalty was determined as Figure 1. We established 16 hypotheses to test and hypotheses are as follows; H1-1: Perceived price has a positive effect on perceived quality. H1-2: It is expected that PB and NB would have different influence in terms of perceived price on perceived quality. H2-1: Company reputation has a positive effect on perceived quality. H2-2: It is expected that PB and NB would have different influence in terms of company reputation on perceived quality. H3-1: Brand reputation has a positive effect on perceived quality. H3-2: It is expected that PB and NB would have different influence in terms of brand reputation on perceived quality. H4-1: Product experience has a positive effect on perceived quality. H4-2: It is expected that PB and NB would have different influence in terms of product experience on perceived quality. H5-1: Brand familiarity has a positive effect on perceived quality. H5-2: It is expected that PB and NB would have different influence in terms of brand familiarity on perceived quality. H6: Perceived quality has a positive effect on customer satisfaction. H7: Perceived quality has a positive effect on customer trust. H8: Perceived quality has a positive effect on customer loyalty. H9: Customer satisfaction has a positive effect on customer trust. H10: Customer satisfaction has a positive effect on customer loyalty. H11: Customer trust has a positive effect on customer loyalty. Results from analyzing main effects of research model is shown as