• Asia Marketing Journal
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• v.10 no.3
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• pp.59-79
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• 2008

This study explores ways in which Korean companies manage a brand to become a long-run success. In particular, this study focuses on Chamisul, analyzing its marketing strategy, examining its brand life-cycle in terms of introduction, growth, and renewal. Chamisul, first introduced in 1998, has occupied the Korean liquor market as a leading brand for almost a decade. Chamisul's long-run success, in fact, depends upon a number of reasons; first, it has consistently and continuously keeps its own core brand concept and identity. Second, it has built its brand asset by strengthening its emotional ties with customers. The emotional connection that Chamisul has built is based upon the trust between the company who produces the product and the customers who recognize the benefit of drinking Chamisul. Third, the company creates various brand differentiation programs, thereby allowing its customer to get familier with the brand. Finally, the company sets up a clear management standard in Korean liquar market in order to maintain the vitality of the brand, managing Chamisul in accordance with the standard. Seen in this light, Chamisul's success reflects the marketing activities and strategies that play a fundamental role in creating and maintaining a long-run brand. Similarly, its success can be seen to be a model for brand management, telling us how to become a market leader through an effective brand management.

• Asia Marketing Journal
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• v.11 no.1
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• pp.1-27
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• 2009

The research compared the motivational network of traits predictive of complaint attitudes across consumers in the U.S. and South Korean cultures. Overall, the results revealed a similar pattern of traits predictive of complaint attitudes in the two cultures. The traits of value consciousness, general self-efficacy, emotional instability, and the need for material resources were positively related to attitudes toward complaining. In contrast, conscientiousness was negatively related to complaint attitudes. The only trait predictor of complaining attitude that was significantly different between the Korean and U.S. samples was shopping enjoyment. It was negatively related to complaining attitude in the U.S. sample but unrelated to complaining attitude in the Korean sample. Understanding the personality traits predictive of complaint attitudes has the potential to help marketers develop messages that will encourage the low complaint prone to voice their dissatisfaction. This is important, because when a consumer complains about and unsatisfactory purchase, it gives the firm a chance to take actions to avoid losing a customer.

• Asia Marketing Journal
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• v.6 no.2
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• pp.23-54
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• 2004

This study investigates the relationship between the antecedents of Trust on Internet Shopping Mall and its effects on attitude, relationship involvement, or purchase intention on the basis of previous researches. 263 undergraduate students were used into data analysis. The date was analyzed by factor analysis, correlation analysis and Structural Equation Model(SEM) using SPSS and AMOS programs. As the results, the three antecedents of trust excepting company size had the positive effects on trust. Also, trust on Internet Shopping Mall had positive direct effects on attitude and relationship involvement. But, the direct effects of trust on buying intention were rejected. Trust on Internet Shopping Mall was intensified by the positive attitude and relationship involvement and leads to the buying intention. The results of this study provide the e-marketing strategy on Internet Shopping Mall focusing on trust, attitude, relationship involvement, and buying intention.

• Asia Marketing Journal
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• v.11 no.3
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• pp.57-89
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• 2009

This study aims to shed light on the new insights on the cross-buying intentions in the banking industry and suggests an integrated model of the cross-buying intentions. Recently with globalization in the financial sector, financial companies are trying to retain current customers and attract new one by developing various financial products. In South Korea, this trend is especially apparent in the banking sector. Cross-selling of various financial products such as beneficiary certificates, bankasurance and etc. is becoming more important in retaining competitive advantage in Korean banking industry. However, there are few studies which are trying to find out the factors affecting cross-buying intentions and explain their interrelationships comprehensively. Based upon the previous studies, this study finds out the factors affecting cross-buying intentions and classifies them into two dimensions: affective and instrumental. Affective dimension includes trust, satisfaction and commitment. Instrumental dimension includes the factors such as geological convenience, one-stop convenience, professionality, and direct mail. The results from this study are as follow. All the factors in the affective dimension(trust, satisfaction and commitment) have significant impacts on cross-buying intentions. Also all the factors in the instrumental dimension(geological convenience, one-stop convenience, professionality, and DM) significantly affect cross-buying intentions. Some implications of this dissertation are as follow; First, this study identifies the antecedents of cross-buying intentions comprehensively. Second, this paper provides practical guidelines for the banks attempting to intensify cross-selling activities. Third, banks need to develop sophisticated plans which can consolidate the emotional ties with customers through positive service experiences as the affective dimension is important in influencing cross-buying intentions. Finally, regarding the instrumental dimesnion, the implications are: 1) Developing various new financial products in addition to traditional product such as deposits and installment savings for improving customer convenience, 2) Enhancing the professionality of employees by strengthening education programs on numbers of financial products, 3) Increasing cross-buying intentions through the DM.

• Asia Marketing Journal
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• v.11 no.3
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• pp.205-224
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• 2009

Social responsibility which a corporation should be aware of is increasing as it plays a more important role in society. Corporate Social Responsibility (CSR) was taken by some huge entrepreneurs in the past. Conversely, CSR is prized one of important business activities for every corporate nowadays. Cause-related marketing draws particularly special attention among various CSRs, because it has a direct and positive effect on purchasing behavior. Marketing activity of Amway Korea is an excellent example of the cause-related marketing in Korea. Mid 2000s, some multilevel marketing firms had evaded the law, customer had negative attitude towards Amway Korea. Amway Korea, however, has overcome the difficulties by cause-related marketing, which is called campaign for Nutrilite's kid health. Present case examines the cause-related marketing, which Amway Korea has been doing for 10 years. Especially, we investigate specific factors, which differentiated CSR of Amway Korea from one of other firms. Lastly, we discuss a future action for Amway Korea's cause-related marketing and implications.

• Asia Marketing Journal
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• v.10 no.1
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• pp.95-131
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• 2008

This study serves the main research purpose of verifying the hypothetical relationship between antecedent and consequence variables of shopping experience based on the classification system by Schmitt (1999) who dimensionalized experience into five components (sense, feel, think, act, relate). Specifically, the study seeks to fulfill the following three research objectives. First, it substantiates dynamic relationships among the five experiential components comprising the strategic experiential modules that serve as the basis of the theoretical framework of the study. Especially, it focuses on interactive relationships among the experiential components by taking a holistic view of the experience. Second, the study seeks to uncover the effects of pre-experiential antecedents such as shopping motivation and shopping involvement, based on taxonomy of motivation as product-centered vs. experience-centered. Third, the study investigates the effects of shopping experience on intention to revisit with regard to department store, discount store, and Internet shops, based on customers' store experiences. The major findings from this study are as follows: first, the five experiential components were found to have a high level of correlations according to hypothesis verification. Second, shopping motivation was learned to have significant effects on preference toward thinking as well as feeling experiences. That is, product-centered (vs. experience-centered) shopping motivation exerted a greater influence on cognitive (vs. affective experience than affective (vs. cognitive) experience.

• Asia Marketing Journal
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• v.9 no.1
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• pp.43-72
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• 2007

The recent development of industrial marketing explains the near absence of research on brand equity in business-to-business markets. With recent change, industrial companies have shifted from a production focus to a customer focus. Industrial brand concept is rapidly developing. The basic purpose of this study is to investigate industrial brand equity affecting the result of business relationship between industrial buyers and suppliers. This research presented a comprehensive constructive model consisting of components of industrial brand equity, and then propose the research model base on prior researches and studies about relationships among components of industrial brand equity. Data were gathered from respondents who work in industrial buying center. For this study, Data were analyzed by SPSS 11.0 and AMOS 5.0. The results of this research analysis were as fallow. Industrial brand loyalty was positively related with perceived value, perceived quality, brand awareness, relationship satisfaction, switching cost, relationship commitment. Also, Industrial corporate performance and purchasing value was positively related with brand loyalty and relationship commitment.

• Journal of Korea Port Economic Association
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• v.39 no.2
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• pp.143-163
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• 2023

This study aims to analyze the impact of ESG activities on the corporate performance of logistics companies in Korea. To achieve this, the study examines the factors influencing the adoption and implementation of ESG activities, assesses the extent to which ESG activities enhance corporate trust and image, and empirically analyzes the effect of ESG implementation on the corporate performance of logistics companies. An online survey was conducted using Google Forms for Korean logistics companies, and a total of 463 data sets were utilized for PLS structural equation analysis using the SmartPLS 4.0 software tools. The findings of the study are as follows: Firstly, external pressure, specifically government pressure, significantly influences environmental responsibility activities, while investor pressure significantly affects social responsibility activities and governance responsibility activities. Additionally, internal management pressures significantly impact environmental responsibility activities, and employees have a significant influence on all ESG responsibility activities. Secondly, environmental responsibility activities positively affect corporate image, whereas social and governance responsibility activities influence trust and corporate image. Thirdly, trust and corporate image demonstrate significant effects on both financial and non-financial performance. Fourthly, trust significantly mediates the relationship between social responsibility, governance responsibility, and non-financial performance, while image mediates the connection between ESG responsibility and both financial and non-financial performance. The contribution of this study lies in providing practical insights for logistics companies to actively promote ESG activities, thereby establishing a reputation for being environmentally, socially, and governance responsible and gaining customer trust. By doing so, this study aims to raise awareness of the importance of ESG activities in the logistics industry and help companies recognize their significance for sustainable management

• The Journal of the Convergence on Culture Technology
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• v.9 no.5
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• pp.343-348
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• 2023

This study attempted to verify and examine the effect of screen golf course service quality on reuse. A total of 300 copies were distributed, and a total of 247 copies were used for analysis, excluding 53 questionnaires with poor responses or many missing questions. Based on these results, the following implications were derived. First, screen golf course users were mainly used by friends, acquaintances, and social groups, and information was obtained through human and Internet, and empathy and reliability among service quality affected the reuse of screen golf courses. When users experience high-quality services, they have high satisfaction and high service quality, and they can increase the probability of forming loyalty and recommending and promoting them to people around them. However, experiencing poor quality services can disappoint customers and leave negative comments on people around them, which reduces the likelihood of reuse. Therefore, in order to increase the reuse of golf courses, quality management, customer opinions and feedback must be accepted, and problems must be dealt with quickly to improve the quality of services and provide services that satisfy customers. Second, although the types, responsiveness, and certainty of sub-factors of screen golf course service quality were not significant in this study, management strategies should be used to increase survival in the highly competitive screen golf industry and reuse them by providing differentiated services.

• Journal of Service Research and Studies
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• v.13 no.4
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• pp.142-159
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• 2023

As the core technologies of the 4th Industrial Revolution are introduced into luxury hotels, they are taking off as cultural and experiential spaces that provide new products and services to hotel users and new experiences. Therefore, this study investigated the effect of hotel users' perception of the experience of using technological amenity services on their trust and satisfaction, focusing on luxury hotels as smart hotel to identify the essential factors of smart hotels that can lead to continuous competitive advantage and improvements in the future. In addition, the study aimed to find an effective hotel marketing strategy and plan to satisfaction the smart hotel by maximizing customer satisfaction. To verify the research hypothesis, a survey was conducted targeting hotel users with experience using technological amenities in smart hotels within the last two years. As a result of the study, it was confirmed that all hypotheses were adopted except for the relationship between personification, intention to use technical amenities, and perceived performance expectations and satisfaction with smart hotels. Based on these research results, this paper presents theoretical and practical implications. Smart hotels are rapidly changing by introducing various smart technologies. Therefore, it will be meaningful data for securing a sustainable competitive advantage and establishing differentiated hotel management and marketing strategies.