• Journal of the Korea Academia-Industrial cooperation Society
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• v.9 no.6
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• pp.1856-1868
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• 2008

This paper is about what is the effect of cultural marketing - which is affecting business ethics and social responsibility - on corporate image and formation of brand asset, and about which is getting more influence by cultural marketing among factors that is forming corporate image and brand asset. The results are like below. First, cultural marketing activities had an indirect influence on the corporate brand asset. Second, cultural marketing had an direct influence on the corporate brand image. Third, cultural marketing had a positive impact on reminding of the brand image. Fourth, social responsibility and business ethics had an indirect influence on the brand loyalty. Fifth, corporate social responsibility and business ethics had a positive impact on the brand image. Sixth, among the corporate social responsibility, community activities played a control variables. Seventh, regarding the characteristics of the respondents it showed that there's perception gaps among marketing, responsibility and ethics as well as brand assets. All in all, cultural marketing had an indirect effect on formulating corporate brand asset by the means of corporate image. The result is pointing out the importance of establishing a strategic marketing plan that is taking harmony between the character of cultural marketing and media, continuous and long-term plan, connection with the type of the brand asset into account. Moreover, as people realized that corporate business activities are brining not only economic consequences, such as providing goods and services but also social consequences, such as uneven distribution of wealth, dirty links between business and politics, consumers' security, pollution, and etc., companies are reconsidering its own role in society. This reconsideration is called corporate social responsibility and this pushed the company to keep business ethics together with their business.

• Journal of the Korea Fashion and Costume Design Association
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• v.11 no.2
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• pp.99-115
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• 2009

Recently, the development of design of cultural goods is focusing on excessively workmanship-oriented craft items. However, an advanced strategy that is practical and develops market-oriented goods in the world needs to be suggested from now on and the selection of goods item aimed to world market is very urgent. Therefore, the purpose of this study was to design practical and worldwide market-oriented shoes with Korean traditional image as a cultural goods. As software tools, 2D Adobe Illustrator Adobe Photoshop and 3D MAX 8.0 Photoshop CS were used to design the shoes. From 8 types of pattern design to which Koran traditional pattern was applied and 7 types of shoe design to which Korean traditional shoes were applied, 60 types of planar shoes design coating developed pattern designs were made. Furthermore, 3D design of cultural goods of shoe made possible to observe it three-dimensionally and accurately from the top, the front and the side respectively. Finally, 43 types of cultural goods of shoe to which Korean traditional shoes were applied were designed successfully according to traditional patterns and colors. The systematic database was established based on the developed pattern design of the shoes and might make the best use of the development of related design of cultural goods. Although there were partly some limitations in the aspects of design and material development of Korean traditional shoes, this study would help the economics of shoe industry in Korea producing high value-added products.

• The Research Journal of the Costume Culture
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• v.15 no.1 s.66
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• pp.169-178
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• 2007

The purpose of this study was to compare consumers' post acquisition behavior by analyzing the influence of familiarity of jeans, and pursued image. The data was collected by using survey, three stages of pre-tests, and main survey conducted in the U.S and Korea. A total of 520 participants from each country(260 males and 260 females) was used. The results of this study is as follows. Familiarity of jeans and pursued image of jeans wear were compared between Korean and American students. As a result, there was difference between the countries on familiarity that the U.S showed higher familiarity, frequence of wearing and owned quantity. Pursued image was consisted of unique factor and activity factor and Korean students showed higher score on pursuing individualistic image. The results of this study would provide marketing strategy for fashion marketers of global jean brands.

• Proceeding of Spring/Autumn Annual Conference of KHA
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• 2009.04a
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• pp.321-326
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• 2009

For building an urban image, various elements such as symbolic building, ethnic characteristics, historical background, natural environment, and diverse cultural elements can influence on it. Many cities in developed countries are showing their unique urban image reflecting their own culture, history, and aesthetic tastes. Especially color, one of the major design elements, has greater impact than other visual factors to form an urban characteristic. Despite the long history and cultural background, Seoul as a capital city of Korea does not show an unique city image with the perspective of color. Recently, Seoul has been designated as '2010 World Design Capital' and implements various urban design projects. As a leading city of design, Seoul is trying to make its urban identity through the own symbolic environment color. The purpose of this study is to find an environmental color scheme for developing a desirable urban design through several cases of foreign countries. For the purpose, Paris, London, Amsterdam, and Tokyo were selected as case cities. Each of the cities showed their own cultural characteristics and made their unique urban image by appropriate usage of their natural environment, symbolic building, emblem of country, and so on. We need to consider these successful cases to build up the image of Seoul.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.10
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• pp.875-884
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• 2020

Thailand has a rapidly growing pharmaceutical sector, which is the eighth largest in the Asia-Pacific region and one of the largest and most developed among the Association of Southeast Asian Nations (ASEAN) countries. This study examines how to provide the most appropriate approach to enhance Thailand's pharmaceutical services to dispense medicine to end consumers. The main objective is to determine the most appropriate corporate image for Thai Pharmacy Retail Stores (PRSs) for entering the ASEAN market community. An exploratory mixed-method design characterized by qualitative and quantitative phases of data collection and analysis and the linking of data from these two separate data strands was adopted to conduct an in-depth interview with pharmacists and the owner of pharmacy retail stores as well as 405 respondents who had visited a pharmacy retail store and interacted with pharmacists during the previous year. The multiple linear regression (MLR) was applied to analyze the relative influences of perceived service quality and the cultural dimension on the corporate image. Findings reveal that the perceived service quality and cultural dimension contribute 50% towards the corporate image, and the perceived service quality had more effect than cultural dimension. This study mainly focuses on PRSs in Thailand, while the findings show other analyses concerning how to successfully create and promote an effective PRS image for ASEAN markets.

• The Journal of the Korea Contents Association
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• v.16 no.1
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• pp.595-610
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• 2016

This study investigates the parameters that affect the choice of Korean medical services, as well as the relationship between the cultural characteristics and the behavioral intention to use Korean medical services. The cultural characteristics of Chinese and Russian individuals have an impact on the national image and image of Korea's medical services, and that this affects their behavioral intention to use Korean medical services. Nevertheless, there were differences among the cultural characteristics, in terms of specific elements. Among Chinese individuals, the national image is affected by 'power distance', 'individualism-collectivism', and 'long-term orientation'; for Russians, it is affected by 'individualism-collectivism', 'power distance', 'uncertainty avoidance', and 'long-term orientation'. On the other hand, for Chinese, the image of Korean medical services is affected by 'power distance' and 'long-term orientation', while for Russians it is affected by 'power distance' and 'uncertainty avoidance'. These in turn influence their behavioral intention to use Korean medical services. As such, by recognizing these cultural properties, and by designing and offering suitable services with these in mind, Korean medical institutions can nurture among foreign visitors greater satisfaction and a desire to revisit.

• International Commerce and Information Review
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• v.14 no.1
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• pp.23-46
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• 2012

The purpose of this study to measure the re-purchase intentions and country-of-origin effect in the Vietnam's image. This study was used to analysis the questionnaire date as SPSS ver. 12.0 statistical package. The major result of article can be summarized as follows. The factors of this study have been divided into 'political image', 'social image', 'cultural imge', 'economical image', and 'international image'. In the empirical result of the article, the country-of-origin effect for the Vietnam's country image would be shown in the results as the fellow. The first, 'cultural image', 'economical image', 'international image' are significantly positive country-of-origin effect. The second, 'political image', 'social image' are not as significantly positive statistically speaking. Also, country-of-origin effect show significantly positive re-purchase intention.

• 한국HCI학회:학술대회논문집
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• 2009.02a
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• pp.1301-1308
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• 2009

In this paper, we conducted cross-cultural studies on digital images, which is an important element of the user interface. We brought in the schema theory to explain the cross-cultural difference in expressing and perceiving digital images. Participant-ethnography, in-depth interview, and card sorting were conducted to explore how expression and perception of image are influenced by schemas. Our results of qualitative studies indicate that there are differences in schemas between cultures depending on the topic of expression and perception. With these results, we suggest globalization and localization strategies of website.

• Journal of Distribution Science
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• v.14 no.9
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• pp.65-72
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• 2016

Purpose - This study is to examine the effect of Korean Wave (Hallyu) towards consumer purchase intention of Korean Product in Indonesia. In addition, this study also investigates the image of Korea whether it can give an impact on Indonesian consumers' intention to purchase Korean Products. Research design, data, and methodology - A total of 227 respondents from Indonesian consumers were collected using online surveys. The results from this survey were analyzed using principal component analysis (PCA) to identify each of the factors. Multiple regression and process analysis (designed by Andrew F. Hayes) were conducted to test the hypotheses. Results - This research found that 'Korean Wave', 'Ethnocentrism', and 'Country-of-Origin Image' significantly affected consumer purchase intention towards Korean Products in Indonesia, while 'Country Image' on the purchase intention was not significant affected the purchase intention. Conclusions - Study findings provide useful information for business practitioners and government to develop and maintain the use of Korean Wave in the business and marketing fields. By only referring to the image of country, it will be difficult for the consumers to decide whether they want to purchase the products or not. In other words, the favorable image of Korea, usually represented by high level of industrialization and economy, is more likely to be enhanced by favorable image of product and Korean cultural wave.

• Korea Trade Review
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• v.45 no.1
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• pp.301-319
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• 2020

This study aims to explore the positive impact of Korean drama watching satisfaction on purchase intention for Korean products by considering the mediating roles of social distance to Korea, national image of Korea, and Korean product image. This study identified that Korean drama reduced the social distance to Korea while increasing the positive image of Koreas and Korean products. However, the reduced social distance was not positively associated with Korean product image and Korean product purchase intention. This implies that Korean dramas directly affect Korean product purchase intension and indirectly affect Korean national image and product image. This study supplies guidance to international marketers who aims to enter the Myanmar market. To use the Korean wave as a Korean product marketing tool, marketing strategies need to cover Korean culture-relevant materials such as cultural background, cultural characteristics, exposed products, and so on.