• Management & Information Systems Review
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• v.34 no.5
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• pp.251-276
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• 2015

This study is to review the attitude of consumers on the crisis response strategy (defensive vs. receptive) that the company implements in crisis situations. Also, the interaction between the crisis response strategy that the company implements and the crisis type of companies (corporate ability vs corporate social responsibility) was discussed. In addition, the interaction between the messages (abstract vs. concrete) of public interest associated marketing implemented prior to crisis situations and the crisis response strategy implemented after crisis situations was discussed. And these results were reviewed to see if the same result can come out after controlling the involvement on consumer's public interest associated marketing as a covariate. The main results of this study are as follows. First, regarding the crisis response strategy, in the company's crisis response strategy, the receptive attitude was more favorable for the consumer's attitude than the defensive attitude. Second, it was seen that there is a significant interaction between the crisis response strategy of companies and the crisis type of companies. Third, it was seen that the crisis response strategy of companies has a significant interaction with the message type of public interest associated marketing. Lastly, the involvement showed a significant effect as a covariate and the interaction between the crisis response strategy of companies, the crisis type of company and the message type of public interest associated marketing can be confirmed even after controlling the involvement. In the conclusion of the study, the direction on implications, limitations and future.

• Journal of the Korea Fashion and Costume Design Association
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• v.13 no.2
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• pp.121-131
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• 2011

Green Marketing, a response to the serious environment problems of the 21st century, is an important point for trends in both art and fashion. It is a strategy for reminding consumers of the threatening environment problems and to recognize that everyone must take responsibility for these problems. Green marketing is a concept that is the point at issue and social reform movement. The purpose of this study was to find examples of Green Marketing in fashion and classify them into four groups. The results of this study were as follows. First, the terms related to green marketing as related to fashion can be categorized into four areas: 1. Eco-friendly product marketing: product merchandising that usually uses organic materials and green manufacturing processes. 2. Green-communication marketing: PR strategies that use green slogans through deep impression advertising or special promotional events relating reducing, reusing and recycling, etc., with the brand's name. 3. Green environmental-marketing: marketing strategies that is an enlightenment campaign for environmental preservation and sustainable fashion design such as reusing, recycling, and reducing. 4. Cause-related marketing: marketing plans that return profits to society and that take an active part in the causes of the community. It was expected that these types of green marketing strategies would yield positive effects in enhancing brand value and consumer confidence as well as increasing profits.

• The International Journal of Costume Culture
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• v.7 no.2
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• pp.123-134
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• 2004

This study tried to suggest the effective future marketing strategies by analysing marketing strategies of five brands which were selected by sales amount and the growth rate among young casual brands in the L-Department store from 2001 to 2002. According to analysis, brand marketing could summarize to five marketing strategies such as culture marketing, emotion marketing, co-marketing, on-line marketing, and propose marketing. Culture marketing includes 'BB family marketing, star marketing, core marketing, experience marketing. One of the emotion marketing is 'Kidult marketing' which affects cute concept. Co-marketing includes 'Charisma marketing' that cooperates with distribute industry, 'Movata marketing' which cooperates with mobile communication industry, and 'Game marketing' which cooperates with game industry. There are some other marketing strategies such as consumer calling marketing, A.S.A. marketing which is for buyers, QR marketing for quick response, Web site's differentiate marketing and Logo marketing. The suggested marketing strategies for on-coming brands are 'distinguished strategy of the online contents', 'consumer calling strategy' and 'loyalty maximizing strategy'.

• Culinary science and hospitality research
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• v.9 no.3
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• pp.1-21
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• 2003

Domestic hotel businesses are confronted with new market circumstances. Clear accounting and moral management in company which have been reserved or ignored during the past high economic growth period were emphasized. As global standard such as international standard of accounting system, clear accounting, international standard management, and flexibility of employment are emphasized, which is different management is now accomplishing. During these system changes, organization member's identity was threatened a lot. So organization members were required to adopt new environment. Hotel have influence on organizational accomplishment, thought and behavioral response of organization members according to cultural type and share of organization culture. This study are focused culinary team culture as subculture in hotel. What kind of culture more effective to the culinary group\ulcorner What kind of culture are grouped each hotel, include difference imported brand hotel and domestic brand hotel.

• Asia Marketing Journal
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• v.21 no.1
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• pp.23-44
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• 2019

A decade has passed since the first generation of Genesis was launched in the U.S. with the plaque of Hyundai-Genesis. Genesis Motors was separated from Hyundai Motor in 2015, and has struggled to have the Genesis stand alone in the competitive U.S. luxury sedan market. The present case study aims to find challenges facing the Genesis, which Hyundai has positioned as a luxury sedan competing against conventional luxury brands such as BMW, Mercedes-Benz, and Lexus; evaluate Genesis Motors' strategic response to meet these challenges; and explore an alternative positioning strategy. Specifically, the present case study addresses barriers against the Genesis' market performance, by focusing on the obstacles rooted in the consumer perception as well as the obstacles that stem from the change in the U.S. automobile industry and the nascent network of the Genesis dealership. Genesis Motors' current strategies are evaluated, and an alternative strategy is explored that is largely based on the American consumers' perceptions of the Genesis vis-a-vis conventional luxury brands and outperforming midsize brands.

• Archives of design research
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• v.17 no.3
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• pp.179-188
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• 2004

Recently, design has emerged as a key factor of successful product development. This study reviewed the elements of form with a view point of addressing and defining the elements of aesthetics and how they influence consumer aesthetic response. Though past researches related to form aesthetics reported that form aesthetics exist as a single element with other sub-elements, this research made further investigations into form aesthetics and reported that form aesthetics in product design can be broadly divided into form aesthetics and content aesthetics. Empirical studies on each category was undertaken and from the results obtained, it was concluded that typicality is a dominant element in content aesthetics while rhythm is a dominant element in form aesthetics. Also, the study investigated the effect of conditional variables such as price and brand hierarchy on each category and it was observed that both content and form aesthetics elements are affected by conditional variables such as price and brand hierarchy, Furthermore, the study reports that both content and form aesthetics elements are mutually correlated and both categories affect user's aesthetics response. It is intended that the results obtained from this work will contribute to theoretical knowledge of aesthetic elements and can be put to use by product design and manufacturing companies.

• Korea Journal of Hospital Management
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• v.16 no.1
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• pp.27-49
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• 2011

This study tried to examine the antecedents of antecedents of trust and customer response at the healthcare service. A total of 230 patient' data were used with a structural equation analysis. They were verified by covariance modeling, using SPSS 18.0 and AMOS 5.0program. Trust is significantly affected by the three factors. Doctors' professionalism and effort of relationship continuity have a positive impact on trust simultaneously. Also, brand reputation have a positive impact on trust simultaneously. But, Trust is not significantly affected by tangibles. And, Trust has a not positive impact on the word of mouth(WOM). Satisfaction has a positive impact on the repurchase and WOM. Repurchase has a positive impact on the WOM.

• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.2
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• pp.206-217
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• 2012

This study examined the causal relationship between the Chinese preference for Korean cultural products (Korean talent, K-pop songs, TV dramas, and movies), for Korean fashion products, and their purchase intentions. The relationship between the Korea's national brand image and Chinese fashion leadership with the three variables was investigated. Data was collected from 580 Chinese in Dalian, China. The data was analyzed using frequency, correlations, reliability, and AMOS for path analysis. The results of this study were as follows. First, the preference for Korean talent, K-pop songs, TV dramas, movies, and fashion products showed that the Chinese had a positive response and the degree of preference for each item was similar. Second, the Chinese preference for Korean talent, movies, and TV dramas significantly influenced the preference for Korean fashion products. In addition, the Chinese preference for Korean fashion products significantly influenced the purchase intentions of Korean fashion products. Third, the Chinese preference for Korean talent and fashion products had a significant relationship with their fashion leadership. In addition, the preference for Korean talent, movies, TV dramas, K-pop songs, fashion products, and purchase intentions had the same positive relationship with Korea's national brand images. This study examined from a structural aspect how the preference of Korean intangible cultural products affected the purchase intention of Korean fashion products. This study explored that the preference for Korean cultural products transcended the popularity of the Korean popular culture with a subsequent national industrial and economic ripple effect that improved the national brand image.

• The Journal of the Korea Contents Association
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• v.14 no.6
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• pp.84-92
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• 2014

Unlike traditional advertising practice, product placement(ppL) has several advantages such as avoiding zapping and working as celebrity endorsement. Previous research has been mainly focused on the presentation style of the PPL. However, to understand the effect of the PPL process properly, it is necessary to study the audience's personality. Therefore, this study attempted to investigate the relationship between audience's consumption tendency and the effect of the PPL. More specifically: the current study examined the influence of the brand consciousness and impulsive buying tendency on the attitude toward the PPL. The results showed that people considered to be highly brand conscious and impulsive buying tendency seem to have more favorable attitude toward the PPL. Indeed, self-esteem have a positive influence on the attitude toward the PPL. Therefore, consumer's personality is related to their response to the PPL.

• Journal of the Society of Cosmetic Scientists of Korea
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• v.46 no.2
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• pp.167-177
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• 2020

In this study, we analyzed the growth factors and industrial role of cosmetics OEM·ODM enterprises that have played an important role in Korea's growth as the fourth-largest cosmetics exporter in the world. Since the OEM industry was first introduced to Korea by Kolmar Korea in 1990, the industry has grown to account for 12.619 trillion won as of 2016 and 69.9% of sales of local products. Also, the industry not only supported brand enterprises to enter the global market but also directly supplied products to global enterprises, contributing to economic growth and rising national prestige. Growth factors in Korea's cosmetics OEM·ODM industry can be found in the development of differentiated business models, such as continuous technology development, active response to the industrial environment, and settling a system with technology and creative ideas. For sustained growth and development of Korean cosmetics industry, OEM·ODM needs to be settled as Korea's own industry and co-exist with brand enterprises in complementary relations.