• Journal of the Korean Society for Library and Information Science
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• v.56 no.4
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• pp.129-159
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• 2022

This study generated primary data for supporting the place branding as a part of the library advertising and marketing strategies to increase public library visits. The literature review enabled the use of the place branding concepts to discover the relationships among the constituent parts, factors, expected outcomes, and loyalty, then to develop the research model and the hypothesis, which were verified using the Structural Equation Model. There were 34 research hypotheses, of which 21 were adopted. The place image factors such as library reliability, library reciprocity, and library safety were found to be significant. This study derived social contribution value as new place value and place image factors as the potential brand image of public libraries. It helped select the place image factors that best fit the local library's core values (i.e., place value). This study is meaningful because it is a fundamental study to introduce place branding in public libraries as an advertising and marketing strategy. And it is expected that public libraries will grow into high-quality brands with high awareness, loyalty, and secure leadership in the local community.

• The Journal of the Convergence on Culture Technology
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• v.8 no.3
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• pp.245-251
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• 2022

This study attempted to examine the effect of virtual influencer, which is highly interested in consumers, and has recently been increasing the frequency of use in corporate marketing activities. In particular, the purpose is to examine the effect of the attributes of virtual influencer on consumers as an information source for a product or brand. To this end, the effect of perceived attractiveness, trustworthiness, and expertise of virtual influencer on SNS usage intention and imitation intention consumers was examined. As a result of the study, it was found that attractiveness among the attributes of virtual influencer had a positive effect on the usage intention, and attractiveness and trustworthiness had a positive effect on imitation intention. In addition, it was found that imitation intention had a positive effect on usage intention. In other words, the perceived attractiveness of virtual influencer by consumers through SNS is the most important attribute. These findings imply that when virtual influencer is used in marketing, companies must perceive the attractiveness of virtual influencer through content posted on SNS as well as their attributes as information sources. We expect the results of this study to provide major implications for marketing activities such as companies and public institutions that consider using virtual influencer.

• The Korean Journal of Franchise Management
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• v.2 no.1
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• pp.100-118
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• 2011

Since 1990, income has been grown rapidly in Korea. Thus, concerns of environmental pollution and health have been increased among Korea's consumers. As a result of this concern, demand for safe food and agricultural products has been growing in Korea. Recently, purchasing patterns of Korea's consumers have been changed as Korea's society has changed to an aging society, growth of unmarried person, and low birthrate. Korea's consumers prefer to buy only volume that they need. Thus, the volume of agricultural products that they purchase became small. Therefore, retailers should reflect such needs of consumers to their business. The purpose of this study is to build up new strategies in order to make a high profit through customer's satisfaction when selling agricultural products. Using literature review, this study has drawn results. The results of this study is that retailers should lay products with brand in their store and establish trust with customers in oder to make loyal customers. In addition, retailers should prepare individual package of agricultural products for sales of a small volume to keep pace with social changes.

• The Journal of the Convergence on Culture Technology
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• v.9 no.3
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• pp.519-528
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• 2023

The visual characteristics of the World Cup emblem play an important role in conveying culture and identity, highlighting the key elements of the Games, and strengthening the brand image. This study first investigated the visual elements and theoretical background of the emblem through previous studies. Second, the selection of symbolism, shape, and color was the subject of the study. Third, based on the shape-related theory based on the '100 National Cultural Symbols', the analysis was performed using the 'IRI Color Matching Image Scale' as a tool, and a final conclusion was drawn. The World Cup emblem uses a lot of ethnic and living symbols, and the living and ethnic symbols are expressed in a combination. In the beginning, there were many symmetric shapes, but after that it changed to an asymmetric shape. The curved expression form is more used than the straight expression form. And most of the color arrangement image scale distribution shows light, dynamic and modern color arrangement characteristics. In the future, the World Cup emblem design will continue to use national and living symbols. The shape of the emblem should use curves and asymmetric designs, be intuitive, and directly reflect the theme of the competition. In addition, the national flag color should be used as the main color, and other colors should be used as secondary colors. The combination of colors must match the light, dynamic and modern color characteristics of the IRI color scheme image scale.

• The Journal of the Convergence on Culture Technology
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• v.9 no.6
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• pp.539-544
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• 2023

In this study, several important aspects were studied in producing video advertisements based on the lifestyle and SNS status of Generation Z. Generation Z highly values participation and interaction due to the nature of SNS, so SNS advertisements should be produced in a way that induces active interaction with viewers and accepts feedback. Here's a summary of the main parts. It prefers various content formats of Generation Z that consume information. Advertisements should be produced in various formats such as text, images, and videos, and should have flexibility suitable for various platforms. Because each SNS platform has its own characteristics due to platform specialization, this study suggests that advertisements analyze the characteristics of the platform and use the appropriate content strategy for the optimized platform. As an emphasis on value proposition, we propose an advertising format setting to focus on what value the product or brand provides. It is important to clearly emphasize the advantages and intrinsic value of a product or service in video advertising, and in conclusion, we propose to focus on the case of increasing interest by adopting modern and trendy design of storytelling as an attractive and unique design method of aesthetic design and visual effects. Considering these factors comprehensively, the research value of this paper will be able to establish an effective SNS marketing strategy by producing video advertisements that match the lifestyle and SNS usage characteristics of Generation Z.

• Journal of Service Research and Studies
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• v.14 no.2
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• pp.69-81
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• 2024

The The purpose of this study is to have a positive impact on the evaluation of the traditional market revitalization project by discussing the business details and implementation process of the commercial district revitalization project in depth. The research method uses practical methods for traditional market revitalization projects. First, the activation method of the place was examined through the concepts of Oldenburg's 'Third Place' and Carr et al.'s 'Five Demands for Public Space' and the theories related to non-face-to-face transactions were examined. The first study case was the commercial district revitalization project of the Cheongju Global Market Development Project(Seongan-gil Street Shopping Mall and Yukgeori traditional Market), which discussed revitalization of open space, revitalization through reproduction, and revitalization through festivals. The revitalization project through representation is a project to install a symbolic sculpture at the estimated location of the 'Namseokgyo' buried in Yukgeori traditional Market. The revitalization through the festival is the Korea Sale Festa, which is a vibrant business due to increased sales at traditional markets and shopping malls and floating population in open spaces. The second study case was the Cultural Tourism Promotion Project(Hanmin traditional Market), which discussed revitalization through the development of local brands and SNS content. In the conclusion, the relationship between the six projects and commercial district revitalization methods was discussed, and policy recommendations were made, mentioning the importance of reflecting regional characteristics in design planning. We hope that this study will be used to positively evaluate the traditional market revitalization project, showing that stakeholders are working hard to produce positive results within institutional limitations.

• The Journal of the Convergence on Culture Technology
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• v.10 no.1
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• pp.539-549
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• 2024

This study employed text mining techniques like frequency analysis, word clouds, and LDA topic modeling to assess consumer satisfaction and dissatisfaction with Hyundai Motor Company in the Chinese market, compared to brands such as Toyota, Volkswagen, Buick, and Geely. Focusing on compact vehicles from these brands between 2021 and 2023, this study analyzed customer reviews. The results indicated Hyundai Avante's positive factors, including a long wheelbase. However, it also highlighted dissatisfaction aspects like Manipulate, engine performance, trunk space, chassis and suspension, safety features, quantity and brand of audio speakers, music membership service, separation band, screen reflection, CarLife, and map services. Addressing these issues could significantly enhance Hyundai's competitiveness in the Chinese market. Previous studies mainly focused on literature research and surveys, which only revealed consumer perceptions limited to the variables set by the researchers. This study, through text mining and comparing various car brands, aims to gain a deeper understanding of market trends and consumer preferences, providing useful information for marketing strategies of Hyundai and other brands in the Chinese market.

• The Journal of the Convergence on Culture Technology
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• v.10 no.1
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• pp.165-170
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• 2024

'K-contents' is in the spotlight worldwide. As the prefix 'K' became popular, interest in K-food(Korean food) also increased. Various studies on K-contents are being conducted, but research on K-food is still very limited. References and articles about K-food are mainly limited to the overseas expansion, marketing status, and sales of domestic brands, and a few research papers deal with only cases of a specific brand's overseas expansion. This paper aims to analyze how K-food is represented in TV unscripted shows and TV series produced in Korea and what their effects are through empirical works. Among the unscripted shows based on food, they are estimated that the point of competitiveness as K contents deal with foreigners' Korean food experiences. Representative examples here are the way foreigners who visit Korea experience Korean food as part of their Korean culture experience, or the type of temporarily setting up a restaurant overseas to sell Korean food to local people. However, the problem with such shows are that it lacks long-term appeal because it is based on the 'Gukbbong(a slang term for 'extreme nationalism')' sentiment. The exposure of K-food in K-contents creates a tremendous advertising effect. It is judged that the current status and analysis of K-contents based on K-food can help establish the direction of future program production and the identity of K-food.

• Journal of Global Scholars of Marketing Science
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• v.18 no.4
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• pp.61-118
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• 2008

The purpose of this research is to construct research framework for international franchising based on existing literature and to identify research components in the framework. Franchise can be defined as management styles that allow franchisee use various management assets of franchisor in order to make or sell product or service. It can be divided into product distribution franchise that is designed to sell products and business format franchise that is designed for running it as business whatever its form is. International franchising can be defined as a way of internationalization of franchisor to foreign country by providing its business format or package to franchisee of host country. International franchising is growing fast for last four decades but academic research on this is quite limited. Especially in Korea, research about international franchising is carried out on by case study format with single case or empirical study format with survey based on domestic franchise theory. Therefore, this paper tries to review existing literature on international franchising research, providing research framework, and then stimulating new research on this field. International franchising research components include motives and environmental factors for decision of expanding to international franchising, entrance modes and development plan for international franchising, contracts and management strategy of international franchising, and various performance measures from different perspectives. First, motives of international franchising are fee collection from franchisee. Also it provides easier way to expanding to foreign country. The other motives including increase total sales volume, occupying better strategic position, getting quality resources, and improving efficiency. Environmental factors that facilitating international franchising encompasses economic condition, trend, and legal or political factors in host and/or home countries. In addition, control power and risk management capability of franchisor plays critical role in successful franchising contract. Final decision to enter foreign country via franchising is determined by numerous factors like history, size, growth, competitiveness, management system, bonding capability, industry characteristics of franchisor. After deciding to enter into foreign country, franchisor needs to set entrance modes of international franchising. Within contractual mode, there are master franchising and area developing franchising, licensing, direct franchising, and joint venture. Theories about entrance mode selection contain concepts of efficiency, knowledge-based approach, competence-based approach, agent theory, and governance cost. The next step after entrance decision is operation strategy. Operation strategy starts with selecting a target city and a target country for franchising. In order to finding, screening targets, franchisor needs to collect information about candidates. Critical information includes brand patent, commercial laws, regulations, market conditions, country risk, and industry analysis. After selecting a target city in target country, franchisor needs to select franchisee, in other word, partner. The first important criteria for selecting partners are financial credibility and capability, possession of real estate. And cultural similarity and knowledge about franchisor and/or home country are also recognized as critical criteria. The most important element in operating strategy is legal document between franchisor and franchisee with home and host countries. Terms and conditions in legal documents give objective information about characteristics of franchising agreement for academic research. Legal documents have definitions of terminology, territory and exclusivity, agreement of term, initial fee, continuing fees, clearing currency, and rights about sub-franchising. Also, legal documents could have terms about softer elements like training program and operation manual. And harder elements like law competent court and terms of expiration. Next element in operating strategy is about product and service. Especially for business format franchising, product/service deliverable, benefit communicators, system identifiers (architectural features), and format facilitators are listed for product/service strategic elements. Another important decision on product/service is standardization vs. customization. The rationale behind standardization is cost reduction, efficiency, consistency, image congruence, brand awareness, and competitiveness on price. Also standardization enables large scale R&D and innovative change in management style. Another element in operating strategy is control management. The simple way to control franchise contract is relying on legal terms, contractual control system. There are other control systems, administrative control system and ethical control system. Contractual control system is a coercive source of power, but franchisor usually doesn't want to use legal power since it doesn't help to build up positive relationship. Instead, self-regulation is widely used. Administrative control system uses control mechanism from ordinary work relationship. Its main component is supporting activities to franchisee and communication method. For example, franchisor provides advertising, training, manual, and delivery, then franchisee follows franchisor's direction. Another component is building franchisor's brand power. The last research element is performance factor of international franchising. Performance elements can be divided into franchisor's performance and franchisee's performance. The conceptual performance measures of franchisor are simple but not easy to obtain objectively. They are profit, sale, cost, experience, and brand power. The performance measures of franchisee are mostly about benefits of host country. They contain small business development, promotion of employment, introduction of new business model, and level up technology status. There are indirect benefits, like increase of tax, refinement of corporate citizenship, regional economic clustering, and improvement of international balance. In addition to those, host country gets socio-cultural change other than economic effects. It includes demographic change, social trend, customer value change, social communication, and social globalization. Sometimes it is called as westernization or McDonaldization of society. In addition, the paper reviews on theories that have been frequently applied to international franchising research, such as agent theory, resource-based view, transaction cost theory, organizational learning theory, and international expansion theories. Resource based theory is used in strategic decision based on resources, like decision about entrance and cooperation depending on resources of franchisee and franchisor. Transaction cost theory can be applied in determination of mutual trust or satisfaction of franchising players. Agent theory tries to explain strategic decision for reducing problem caused by utilizing agent, for example research on control system in franchising agreements. Organizational Learning theory is relatively new in franchising research. It assumes organization tries to maximize performance and learning of organization. In addition, Internalization theory advocates strategic decision of direct investment for removing inefficiency of market transaction and is applied in research on terms of contract. And oligopolistic competition theory is used to explain various entry modes for international expansion. Competency theory support strategic decision of utilizing key competitive advantage. Furthermore, research methodologies including qualitative and quantitative methodologies are suggested for more rigorous international franchising research. Quantitative research needs more real data other than survey data which is usually respondent's judgment. In order to verify theory more rigorously, research based on real data is essential. However, real quantitative data is quite hard to get. The qualitative research other than single case study is also highly recommended. Since international franchising has limited number of applications, scientific research based on grounded theory and ethnography study can be used. Scientific case study is differentiated with single case study on its data collection method and analysis method. The key concept is triangulation in measurement, logical coding and comparison. Finally, it provides overall research direction for international franchising after summarizing research trend in Korea. International franchising research in Korea has two different types, one is for studying Korean franchisor going overseas and the other is for Korean franchisee of foreign franchisor. Among research on Korean franchisor, two common patterns are observed. First of all, they usually deal with success story of one franchisor. The other common pattern is that they focus on same industry and country. Therefore, international franchise research needs to extend their focus to broader subjects with scientific research methodology as well as development of new theory.

• KOREAN JOURNAL OF PACKAGING SCIENCE & TECHNOLOGY
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• v.20 no.3
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• pp.113-120
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• 2014

Packaging has played important function on marketing as a silent salesman. As an interface of consumer and products, packaging fulfills several functions such as protection, sales promotion, communication and convenience during the distribution process. For the appearance of self-service sales method, packaging could be regarded as important salesman influencing consumers' preference on shelf in the shop. In this study, Vitamin water was selected as the proper target product for lower impact of prices and brands. With previous studies, Vitamin water packaging elements were classified as 'packaging material', 'packaging shape', 'label color', 'logo layout', then each packaging element was consist of details. To measure the influence of each packaging element on consumers' preference quantitatively and to minimize respondent's subjective judgment, Analytic Hierarchy Process (AHP) was used as a tool. Through AHP result, packaging element of the most influence on consumers' preference is 'label color (0.370)', and 'container shape (0.246)', 'container material (0.230)', 'logo layout (0.154)' was in order. Among the detail packaging element, 'plastic (0.405)' has the greatest influence in 'container material' and 'cylinder (0.423)' in 'container shape', 'magenta (0.329)' in 'label color', 'vertical layout (0.572)' in 'logo layout'.