• Journal of Korea Society of Digital Industry and Information Management
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• v.19 no.4
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• pp.155-162
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• 2023

This study analyzed the impact of negative information on co-branding, targeting co-branding consisting of a symbolic brand and a functional brand with similar brand assets. Through attribution theory, when consumers are exposed to negative information, they will infer the cause of the negative information. As a result, it was confirmed that when co-branding with a symmetrical symbolic brand and a functional brand, negative information has different effects on co-branding depending on the type. Negative information about the quality of co-branded products had a more negative impact on consumer attitudes than negative information about the iconic brand. It was confirmed that negative information about functional brands has a smaller impact than negative information about co-branding, but has a greater impact than negative information about symbolic brands. In addition, it was confirmed that negative information about the symbolic brand had a smaller negative impact on co-branding than negative information about the quality or functionality of the co-branded product.

• Journal of the Korean Society of Food Culture
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• v.20 no.2
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• pp.232-242
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• 2005

It is the aim of this study to identify and develop improved management practice and competitive edge through co-branding which has been adopted extensively in the States. There is no universally accepted definition of co-branding. The term has been used interchangeably with labels such as brand alliance and composite branding. This study is exploratory in nature and at best a pilot study as few academic research are found dealing with actual cases between hotels and restaurant companies in Korea. Through related literatures reviews and research findings, this study will provide valuable insight as to the methods and activities of co-branding and a framework to help industry professions identify co-branding opportunities to enhance the productivity.

• Asia Marketing Journal
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• v.19 no.3
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• pp.19-44
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• 2017

Researchers do not fully understand consumers' responses to negative co-branding events; thus, they report inconsistent evidence regarding the negative impact on the partnering brands. Our research bridges a gap in this research stream, and answers an important question: When a service failure occurs, could the two different models of consumers' brand schema change affect their negative perception of each brand partner? By using a theoretical and mathematical modeling approach, we offer two propositions. The first proposition shows that, under consumers' book-keeping cognitive process, the negative spillover effect occurs for both brands. The second proposition argues that, when the sub-typing model is assumed, it is possible that one brand suffers while the other escapes the blame for the failure. To our knowledge, this is one of the first few studies to identify circumstances in which a negative spillover effect may or may not occur to brand partners in co-branding service failures.

• Asia Marketing Journal
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• v.18 no.3
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• pp.19-34
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• 2016

Product involvement is an important factor in consumer evaluation of co-branding. However, academic discussions over this factor have largely been neglected. This paper bridges this gap and investigates how product involvement moderates the strength of the reciprocal effect on each brand partner. We validate two theory-driven propositions by using a theoretical modeling approach. Proposition 1 explains that the negative reciprocal effect on partnering brands is stronger in the scenario of higher-involved categories than in lower-involved categories. Proposition 2 argues that the positive reciprocal effect on partnering brands can be more significant in the case of lower-involved categories than in higher-involved categories. To the best of our knowledge, we are the first to explore the influence of product involvement on reciprocal effects in the scenario of a moderately-incongruent co-branding alliance.

• Journal of Fashion Business
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• v.10 no.6
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• pp.110-121
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• 2006

The purpose of this study is to analyze the various types and areas of recent collaborations in fashion industry and to find the utility value of collaboration. Seventy seven cases of fashion collaboration marketing strategies were selected from officially announced literature survey and enterprises information around the world. Among the seventy seven cases of fashion collaboration surveyed in this study, collaboration with other fields made up 59.7 percent, collaboration between the same fashion categories made up 40.3 percent. Among the areas of other fields, collaboration with IT(Information Technology) or Motor enterprises were included and made up 36.4 percent. Collaborations with Culture and art world that fashion brands collaborate with world-renowned industrial designer or artist and star entertainers were also included and made up 23.3 percent. Among the areas of the same categories, collaboration of fashion designer and sports or casual brand made up 22.1 percent. Collaborations of home shopping mall and fashion designer made up 18.2 percent. Collaboration cases surveyed in this study were classified according to three types; co-product development, co-branding, and co-marketing. Collaboration for co-product development made up 72.7 percent. Collaboration for co-branding made up 27.3 percent. Collaboration for co-marketing made up 37.7 percent. These collaboration marketing strategies are very efficient to upgrade brand image and cut the marketing cost by creating new target, product, brand, and promotion through successful partnerships. Therefore, much more various types and areas of fashion collaborations should be developed to create something new for future consumers.

• Journal of Digital Convergence
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• v.11 no.3
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• pp.189-197
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• 2013

Weak competitive Small Business are getting attention for their ability to enhance the brand power and marketing co-brand. Under these circumstances, in this study examined the operational status of the domestic co-branded. Also enable co-branding strategy was proposed. First, learn the various aspects of the concept of co-branding, and looked at the advantages and disadvantages of co-branding. Second, the type of co-branded partner combined, joint venture between companies Union type, a leading company driven and private companies and state agencies co-branded. Looked at the type of advantages and disadvantages of each. Thirdly, we presented the current status of the important co-branded domestic. Fourth, we examined the status of the Small and Medium Business Administration supports a co-branded Examined in detail by year look at the status of support for this type of co-branded Industry Distribution and co-branded interrupted. Finally, the short-term aspects and long-term perspective on the domestic co-brand activation strategy based on these materials are presented. The results of this study is expected to be the foundation of domestic co-branded business in the future to explore the ways to improve the system of government support will help to raise.

• Culinary science and hospitality research
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• v.13 no.1 s.32
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• pp.1-10
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• 2007

Co-branding of food courts is turning into a trend with the activation of recent entrance of famous restaurants into shopping departments and other large-size buildings. This research analyzes the effects of co-brand food courts on the choices of dining enterprises by dealing with the customers of these newly activated food courts in shopping malls and large-size buildings. By analyzing the effects of the present status of customers' using food courts according to the characteristics of their choices of dining enterprises, food and brand elements were found to have an effect on the restaurant brand recognition of food courts, and price factor was found to have an effect on an visitors' recommendation intension. Therefore, customers who set importance on food and brand elements tend to take the brand of food courts into consideration as well; therefore, the maintenance of food quality and strengthening of brand image are mandatory in case of food court operation.

• Asia Marketing Journal
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• v.22 no.4
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• pp.151-170
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• 2021

This case study research analyzes the cross-artistic project Connect, BTS and its relationship to transmedia branding, meaning-making and spatiality. After an overview of the argument and a section on methodology, the reader will find the analysis of the case study. Thanks to the use of a qualitative approach, this examination of Connect, BTS unveils the ways in which this initiative becomes a location that allows a reconceptualization of space that fosters plurality, exchange, and subjectivity. Connect, BTS unites seemingly incompatible fields under one project, favoring the co-creation of meanings among different artists, BTS, ARMY (the group's fans), business partners and viewers. This process has been investigated through content analysis, exploring Connect, BTS's transmedia strategies from branding to storytelling, to evaluate their efficacy in regard to brand identity, brand experience, and brand trust. The paper will also explore the variety of layers and spatial dimensions contained in Connect, BTS, which flow from art to the music industry, material and digital space, various market sectors and media. In light of this, Connect, BTS embraces a galaxy of separate semantic units into an extended liminal continuum that does not discount difference.

• The Journal of the Korea Contents Association
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• v.20 no.1
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• pp.165-179
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• 2020

This study critically examines and conceptually discuss the new theoretical trend of nation branding strategies and explores implications for Korean nation branding policy. Korea is known to be one of the countries who has competitively invested governmental efforts on nation branding. However, over the past two decades, while interactive academic discussions on nation brand were taking place and expanding in various fields and areas, related Korean literature did not pay much attention to increasing its conceptual understanding and development. Instead, studies on nation branding in the Korean context remained its focus on instrumental and economic aspects, leaving the theoretical discussion stagnant. In the Korean context, there was a tendency to regard nation branding as one of the political tools for national public and means for a short-term image marketing towards the foreign audience. To solve the undervaluation of Korea's nation brand and enhance its public image, there must be a revisit to its conceptual discussion. This study reviews various theoretical perspectives and paradigms on recent trends of nation branding, and re-conceptualize nation branding as the continuous interactive relations among 'national identity'-'nation brand'-'nation image'. In particular, by discussing the 'relationship building' approach, which is the latest suggested theoretical idea that well suits the networked era, this study suggests policy implications for Korea's future-oriented nation branding.

• Proceedings of the Costume Culture Conference
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• 2001.10a
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• pp.102-103
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• 2001