• Journal of Sport and Applied Science
• /
• 제5권2호
• /
• pp.17-21
• /
• 2021

Purpose: This study aims to analyze the management environment Provincial and Municipal Professional Soccer Teams based on financial statements at a time when strengthening the financial soundness of domestic professional soccer teams is emphasized. Research design, data, and methodology: This study was sampled using convenience sampling and a total of 607 questionnaires were used. In this study, questionnaires were used as a survey tool, consisting of eight questions in a total of four areas, measuring demographic characteristics, shoe design, shoe functionality, shoe price, and promotion. Results: First, the importance of outdoor brand shoe selection attributes was high in cost-effectiveness, discount, and promotional models, while the satisfaction level was high in shoe size, content, and Model. Second, IPA analysis revealed shoe sizes, promotional models, and discount factors as maintenance and management continuation areas. Content factors have emerged as a competency-focused area. A sense of cushioning and wearing has emerged as an area of further improvement. As a status quo area, shoe laces and cost-effectiveness factors appeared. Conclusions: First, consumers considered the cost-effectiveness of choosing shoes, followed by discounts, and efforts are needed to diversify promotional content to maximize promotion for shoe sales. 3. Domestic outdoor brands are not yet satisfied with consumers.

• 한국인쇄학회지
• /
• 제30권3호
• /
• pp.65-75
• /
• 2012

Appearing gagman on various ads are presently experienced in domestic market both high involvement and low involvement products ads. Therefore, this research attempts to analyze the effectiveness of using gagman ad model in terms of building brand preference and purchasing intention among target audience. Results of this study proposed the basement of practical use when gagman is selected as a ad model in the field. For testing hypotheses attractiveness, reliability, like/dislike as dependent variables and as independent variable purchasing intention were selected. The result of analysis shows that for high involvement product reliability influenced on brand like/dislike and attractiveness of gagman model is effective to enhance purchasing intention. For low involvement product only like/dislike was significant. This can be interpreted gagman ad model is useful for building brand like/dislike and purchasing intention of high involvement product when gagman has reliability and attractiveness respectively, while for low involvement product, like and dislike is the only variable to be considered in choosing gagman ad model.

• 한국전자통신학회논문지
• /
• 제9권8호
• /
• pp.945-953
• /
• 2014

본 연구는 온라인 쇼핑몰의 브랜드 개성이미지요인을 도출하여 브랜드 개성과 쇼핑가치, 고객만족 및 추천의도와의 관련성을 살펴보고자 하였다. 분석결과는 다음과 같다. 첫째, 쇼핑몰의 브랜드 개성은 '활기', '친숙함', '신뢰성', '유능함', '세련성' 등으로 도출되었다. 둘째, 쇼핑가치는 쾌락적 쇼핑가치와 실용적 쇼핑가치로 도출되었다. 셋째, 쇼핑몰의 브랜드 개성은 쇼핑가치에 유의한 영향을 미치는 것으로 나타났다. 그리고 소비자의 쇼핑가치는 고객만족 및 추천의도에 서로 유의한 영향을 미치는 것으로 나타났다. 이러한 연구는 경쟁이 심화되고 있는 국내 온라인 쇼핑몰시장에서 차별화된 마케팅전략을 수립하는 데 있어서 기초적인 정보를 제공할 수 있을 것으로 생각한다.

• International Journal of Costume and Fashion
• /
• 제12권1호
• /
• pp.1-10
• /
• 2012

This study is to examine whether those who have experiences of living abroad are influenced by overseas culture in their seeking of clothing benefits and brand attitude, to analyze and summarize the differences from those who have no such experience, and to ultimately present marketing opportunities and directions based on the analysis. Based on respected previous studies, factors affecting cloth ing benefits sought were selected and sub-factors were developed, Then, a survey questionnaire was prepared based on the selected factors/sub-factors, along with questions to ask responders to evaluate their experiences of living abroad. Men and women aged from 18 to 39 participated in the survey. According to the survey result, one's experience of living abroad had influences on their self-expression, brand attitude, and domestic and overseas brand preference as she experienced cultural diversity and developed more flexible attitude. The brand attitude was also influenced by the country in which a responder lived, but not by the staying period.

• 동아시아식생활학회지
• /
• 제20권1호
• /
• pp.149-158
• /
• 2010

The domestic specialized coffee branch market is growing both in size and sales, and the competition between different brands is increasing. The goal of this study was to divide the customer's consumption motivations into utility usage motivation, hedonic usage motivation, and ostentation usage motivation and to determine how each motivation influences the attitude, satisfaction and loyalty toward the brand. The results can be summarized as follows. (1) Hedonic motivation and ostentation motivation with the exception of utility motivation were shown to have an effect on brand attitude. (2) Brand attitude was shown to have an effect on satisfaction and loyalty. (3) Satisfaction had an effect on loyalty. However, if the satisfaction was low, the intentions for subsequent visits and positive oral transmissions decrease. The result of this study showed that establishing positive brand attitude, satisfaction and loyalty to customers with pleasure and ostentation motivations is effective. Moreover, marketing activities such as cultural and playful events should be emphasized for customers with hedonic motivations, while environments with better atmosphere and careful service should be provided to customers with ostentation motivation.

• 디지털융복합연구
• /
• 제19권7호
• /
• pp.41-50
• /
• 2021

모든 도시들은 글로벌 무대에서 경쟁력을 강화하기 위해서 도시 브랜딩을 전략적으로 구축해왔다. 서울시는 2003년부터 정책 차원에서 도시 브랜드를 출범시켜서 현재까지 도시 브랜딩을 활용하기 위해 노력하고 있다. 이 연구는 그러한 노력에 대한 미래 방향을 제시하기 위해서 서울의 도시 브랜드의 변화를 탐구한다. 이 연구는 도시 마케팅 도시 브랜딩 그리고 도시 브랜드 슬로건과 관련된 이전의 연구에서 고려된 다양한 이론과 국내외 사례 연구에 기초한다. 관련 데이터를 수집하고 분석한 결과, 불확실한 도시 브랜드는 이해 관계자 간의 전략적인 거버넌스와 시민적 합의가 필요하다는 것을 알 수 있다.

• 유통과학연구
• /
• 제16권4호
• /
• pp.57-65
• /
• 2018

Purpose - As society continues to develop and the economy grows, consumer participation in sports activities and consumption of sports-related goods are steadily increasing. Nowadays, Spyder, the sporting goods company has achieved great success in the Korean market. In the launching, Spyder tried to communicate the sport authentic brand value to consumers as successful sporting goods brands did. The purpose of this study is to identify the key factors influencing the successful branding strategies of sporting goods retailers. In the process of value trading to the consumer, the concept of authenticity which includes 'originality', 'truth' and 'genuine' is considered as one of the most important factor for branding. This study tries to define the brand authenticity in sporting goods retailer and to develop measurement scale. This study suggests a new paradigm for sports brand research and implications for management of domestic sporting goods retailer that is losing the direction to develop brand value. Research design, data, and methodology - This research consists of two parts of study. The first study is a qualitative research to define sport brand authenticity and measuring items through expert interviews. The second study is the development of scales to the authenticity. And reliability and validity of the scales are verified by quantitative methods. A total of 500 respondents were surveyed and the statistical tests were conducted by dividing two groups. Results - This study defines the authenticity of sports brand which is divided into four dimensions; behavioral authenticity, performance authenticity, spiritual authenticity and virtuous authenticity. And this newly defined four dimensions measurement tool is proved statistically in this study in terms of reliability and validity. Conclusions - For the success of sporting goods retailers, it is important to understand the value of sport and to communicate it with customers effectively. This study suggests a tool for sport brand authenticity and also significant implications for brand strategies. In addition, every entity which is related with sport can apply the measurement scale of this study to understand their position and find direction in terms of authentic sport value.

• 마케팅과학연구
• /
• 제13권
• /
• pp.89-111
• /
• 2004

본 연구는 국제복합상표 제휴에서 소비자태도 결정요인에 관한 연구모형을 설정하고, 이를 4개의 국제복합상표에 적용하여 관련 연구문제를 검정하였다. 모형 본석의 결과를 토대로 다음과 같은 결론이 도출되었다. 첫째, 주상표가 부상표보다 복합상표에 대한 소비자태도에 더 큰 영향을 미치는데, 이는 선행연구의 연구결과를 지지하고 있다. 또한 주상표와 부상표가 복합상표에 대한 소비자태도에 미치는 영향은 구성상표간의 제품법주거리가 멀어질수록 그 영향력이 적어진다는 것을 확인하였다. 둘째, 구성상표간의 제품범주거리가 가까운 경우에는 구성상표간의 상표속성 보완성이, 먼 경우에는 원상표와 복합상표간의 적합성이 복합상표에 대한 소비자태도에 더 큰 영향을 미친다는 점이 밝혀졌다. 이러한 분석을 바탕으로 관리적 시사점을 도출하였다.

• 한국의류산업학회지
• /
• 제16권3호
• /
• pp.386-395
• /
• 2014

This study was to identify underlying dimension of marketing strategy, and to examine effect of the marketing strategic factors on store affect, brand attitude, and brand loyalty in global and domestic SPA brands. Based on pilot study, four SPA brands of which consumers were most aware were selected: Korean SPAs (e.g., Codes-Combine, Basic House) and global brands (e.g., Zara and Uniqlo). A self-administered questionnaire was developed based on literatures. By using intercept survey, 421 respondents were obtained from consumers shopping at the selected SPA retail stores located in cities (Seoul, Daejon, Chongju) in Korea. Result showed that SPA brand marketing strategy consisted of four factors: Product differentiation, store location, in-store VMD, and price value. The marketing strategic factors had partially significant effects on brand attitude, store affect and store loyalty. However, there was significant differences in those effects between global and Korean SPA brands. Specifically, the effect of in-store VMD on brand attitude was higher in Korean SPA brands, whereas the effect of price value was higher in global SPA brand. Also, the price value was significant predictor of store affects in global SPAs, while in-store VMD was significant predictor of store loyalty in Korean SPA brands. This study discussed a managerial implication for creating brand attitude and emotional responses, which obtains comparative advantages in the competing marketplace.

• 한국콘텐츠학회:학술대회논문집
• /
• 한국콘텐츠학회 2012년도 춘계 종합학술대회 논문집
• /
• pp.71-72
• /
• 2012

본 연구에서는 패션 브랜드 선호도 향상에 미치는 어플리케이션 특성요인들을 파악하기 위해, 패션 브랜드 어플리케이션 사용자들을 대상으로 어플리케이션 디자인, 콘텐츠, 사용용이성, 커뮤니티의 특성이 브랜드 선호도에 미치는 영향을 분석했고, 그 결과 각 특성별 세부요인에 따라 유의도에 차이가 있는 것으로 나타났다.