• 한국HCI학회:학술대회논문집
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• 2009.02a
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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.

• Journal of Korea Society of Digital Industry and Information Management
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• v.11 no.3
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• pp.231-240
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• 2015

This study empirically analyzed the relationship between the franchise pc game rooms selection behavior and revisit, recommendations. Select Properties from the franchise pc game rooms store is ease of access, computer specifications, pleasant environment, brand power and pricing strategy. Korean franchise industry is in spite of the short history of just over 30 years growing very fast. Especially pc game rooms store is 14,782 in 2012 years, pc game rooms store is operated by franchise form 10.6%, 87.9% operated by private, co-operation was confirmed at 1.5%. Conclusions are as follows. First, factors that significantly affect the degree of revisit has been identified as computer specifications, pleasant environment, brand power. Second, the recommendation is an important factor of the computer specifications, brand power, pricing strategy. Finally, franchise pc game rooms successful strategy has excellent computer's specifications, it needs a promotion strategy to attract pc game tournaments to be notified of brand power. We can also see that running is an important factor in a pleasant environment and a flexible pricing strategy.

• Journal of Wellbeing Management and Applied Psychology
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• v.4 no.4
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• pp.26-30
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• 2021

Purpose: The study tried to make a comparison between local and global brand hotels with respect to the relationships among customer experiences, service quality, customer satisfaction and consumer-brand relationship. This study provided strategic implications according to its results. Research design, data and methodology: To this end, this study collected data from 300 participants who have stayed at local and global brand hotels in Seoul. SAS 9.4 was used for data analysis. Results: The results showed that experiential modules ('sense' module and 'feel-think-act') affected service quality (human service, physical service) in local brand hotels. But 'feel-think-act', one of experiential modules, only affected service quality in global brand hotels. Also, physical service only had strong effects on customer satisfaction with both local and global brand hotels. Finally, customer satisfaction was influenced by consumer-brand relationships for two hotel groups. But there were no statistically significant differences in all estimations between local and global brand hotels. Conclusions: In conclusion, the study provided some strategic implications that experiential marketing in hotel industry needs be practiced maintain the competitive advantage and sustain branding power and will result in stronger consumer-brand relationships in local and global brand hotels.

• Proceedings of the Korean Institute of Interior Design Conference
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• 2008.05a
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• pp.82-85
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• 2008

A cosmetic shop in a department store is the best place in Korea's cosmetic market flow that shows the total image of each brand. The present day departmental cosmetic shops are centered around global brands and comparative brand power is competing with a small number of local brands. It is a fact that not only regarding the brand power of local brands but also the space design of their shops are different than the global brands. And, influenced by a modern society, culture, economic surrounding, the customers are getting original and individual. Their individualistic life style is demanding a shop environment with new concept. Such a sale environment is not for just product sale and a place where exchange economy of sale occurs. It is requisite for communication where total marketing strategy Is used In an active way. We must acknowledge it as a symbolic place being the ultimate site of customer oriented exchange economy showing the image of both product and the company. The aim of this plan is to set up a sale environment that will enhance the brand awareness and product value. We intended to provide purchase comfort and visual effect to the customer simultaneously with an Increase in customer attention by putting in the appropriate design requisites as per the brand specialty and by the application of a distinguished S.I.P (Store Identity Program) for the shop.

• The Research Journal of the Costume Culture
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• v.27 no.5
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• pp.479-495
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• 2019

This study defines Korean wave stars as Korean wave human brands and examines the influence of the characteristics, attachment, and self-congruity of the Korean wave human brand on brand equity. For this, this study surveyed Chinese female consumers in their 20s and 30s who consume many Korean wave products from May 2018 to June 2018. First, human brand characteristics, attachment, self-congruity, Korean wave aspiration level, and brand equity according to demographic characteristics were identified. Second, characteristics, attachment, self-congruity, and the aspiration level of the Korean wave human brand showed correlations with brand equity. However, brand awareness, a sub-factor of brand equity, does not show correlations with self-congruity. Third, characteristics, attachment, self-congruity, and Korean wave aspiration level had a positively influenced brand equity. Fourth, when looking into the mediated effect of attachment on brand equity, both human brand characteristics and self-congruity showed a partially mediated effect. Fifth, when analyzing the adjustment effect in the Korean wave aspiration level, a group with higher Korean wave aspiration level showed more correlations with attachment and brand equity. This study found that attachment and self congruity are important elements in forming human brand and brand equity. This study is significant in that it verified the influence of Korean wave brand power that has been on the rise recently on brand equity and provided a theoretical basis that has allowed researchers to determine that the characteristics, attachment, and self-congruity of Korean wave human brand significantly influence brand equity.

• Journal of Fashion Business
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• v.14 no.3
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• pp.154-171
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• 2010

This study is to examine and compare the brand power such as image, satisfaction and loyalty, of the main brands(Donna Karan, Anne Kelin, Michaa, Obzee) with successful second brands(DKNY, AK Anne Klein, it michaa, O'2nd) to launch the brand Extension. The results are the following. First, in the many demographical characteristics, the main brand most favored by women in their 20s were only affected by age. Second, All 4 brands had a strong urbane and luxurious image, while 'exotic' or 'sporty' scored the bottom. Third, the results of the brand satisfaction were given out different values for the 4 brands. The overall satisfaction level was highest in Donna Karan and Obzee equally. Fourth, if we look at the brand loyalty level of the brands, Donna Karan scored highest followed by Obzee, Michaa, and Anne Klein. All 4 brands have shown that customers had high confidence to the brand and a high willingness to repurchase them. Fifth, about how the images of the main brand influence the satisfaction level of the brands. For Donna Karan, Michaa, and Obzee, the brand images did have effects on the brand satisfaction, but Anne Klein's brand image didn't affect its satisfaction level. Sixth, all 4 brands have shown that satisfaction levels had effects in brand loyalty.

• Archives of design research
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• v.15 no.1
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• pp.213-224
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• 2002

We've already living our lives in the 21s1 century. This century, even alone, means enormous changes and innovations. Namely, we have been encountering various forms of generation changes such as digital generation, globalization generation, consumer generation, and brand power generation. Among these, there have been extraordinary changes in consumers and the environment of consumer market, and it is noteworthy of paying attention to the transition of the leader of the consumer market from producers to consumers. Such changes will affect not only all fields related to market environment but also entire fields including future products and sales. Hereupon, it is intended to foresee and analyze the trend in the consumer market of the 21st century and investigate changes in the consumer market and the environment of consumers. Also, the world has brought a single space of economy along with globalization and the era of self-imposed competition, and multi-national enterprises have emerged and, at the same time, their brands can be seen around the world. Hence, they have been trying to maintain their own power brands for the century. In the past, brand meant the name of a product in general. But, in the present, it has another meaning such that the brand itself provides psychological satisfaction and trustworthiness. Hereupon, this study intends to foresee changes in the trend of the consumer market of the 21s1 century, to ,outlook the trend of the consumer market along with study of power brand strategies, and to pursue creative strategies for power brand.

• Proceedings of the Korean DIstribution Association Conference
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• 2005.05a
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• pp.21-39
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• 2005

지난 10여 년 동안 국내외 소매 유통산업은 급격히 기업화, 대형화, 국제화되고 있다. 본 연구는 첫째, 소매산업의 성장에 따라서 그 중요성이 날로 커지고 있는 스토어 브랜드(Store Brand)의 개념과 영향에 대하여 구체적으로 정의하고 있다. 둘째, 글로벌 소매기업의 지난 10년간 주요 업태별 매출 순위와 성장추이를 고찰하여 글로벌 경제안에서의 소매산업의 위상을 확인하고 있다. 섯째, 스토어 브랜드의 가치평가와 스토어 브랜드의 이미지 축정과 관리에 대한 주요 이슈를 정리하고 향후 연구 과제를 도출하고 있다.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.14 no.9
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• pp.4248-4257
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• 2013

This study is to examinate an empirical study how effect of co-brand benefit(symbolic, functional, experiential) and brand charisma upon repurchasing intents in co-brand of agriculture goods, that is first power brand in chungnam provinces if korea. specifically this study conceptualizes that brand charisma to co-brand influence repurchasing intents. which leads to customer relationship management. In these brand charisma would have the moderating role between co-brand benefit and repurchasing intents. In the empirical analysis, we found that symbolic & functional benefits of co-brand and brand charisma would have a positive affect repurchasing intents. I verified the assumption that brand charisma of agriculture would moderating role between brand benefits and brand rebuying intents in the agriculture co-brand, and the result partially supported that assumption of it. Several strategies and suggestions for increasing persuasion of agro brand charisma are inferred from the results.

• Korean Journal of Agricultural Science
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• v.37 no.2
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• pp.331-339
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• 2010

The purposes of this study were to analyze the effect relationship between local agricultural products brand and consumer purchasing intention and then to find some influencing factors for them. This study tested three hypotheses as follows: brand personality, consumer personality, and brand equity for Andong agricultural products would be influenced by socio-demographic characteristics; brand power of Andong agricultural products would have a positive effect on consumer purchasing intention; consumer personality would have a effect on consumer purchasing intention. According to the survey of the metropolitan area residents on Andong agricultural product brand, brand image had the biggest influence on consumer purchasing intention. Raising consumer's trust and ability-orientation on Andong agricultural products would have a positive effect on consumer purchasing intention. Also brand acknowledgement was positively related to consumer purchasing intention.