• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.12 no.5
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• pp.163-175
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• 2017

The purpose of this study is to find out how to improve the brand image and loyalty of cafe by recognizing that social culture of middle school cafe, which is an important service quality in cafe establishment, emerges as a main characteristic of new coffee business. First, reliability, confidentness, professionalism, accessibility, and socio - culturality of the service quality of coffee specialty shops improve brand image. Confidence and professionalism play an important role in enhancing brand loyalty, and brand image has a significant effect on brand loyalty. Respectively, Among the service quality, social culture has a strong influence on brand image but it is not a direct influence on brand loyalty. Second, in the relationship between brand loyalty of coffee service quality, brand image shows full mediation effect on reliability, partial mediation effect on confidence, professionalism, accessibility, socialcultural property, and mediation effect on response and empathy. Third, as a result of analyzing the moderating effects of coffee shop types on the relationship between service quality and brand image of coffee specialty shops, reliability, confidentiality, and accessibility are positive factors in the nationwide franchise. On the other hand, in the private $caf{\acute{e}}$, professionalism and socio-culturality are the main factors for improving the brand image. In the case of the local franchise, similar to the franchise in the country, the improvement of service quality for responsiveness and professionalism is a positive factor Respectively. As a result, nationwide franchise $caf{\acute{e}}s$ have priority in enhancing brand image and brand loyalty through accessibility and assurance of service quality. On the other hand, in case of local franchise $caf{\acute{e}}$, it can be seen that the service quality is enhanced and the brand image and brand loyalty can be further improved through service professionalism and accessibility. On the other hand, regional cafes are more important than national franchises or local franchise cafes, and a strategy to enhance customer loyalty is needed through service strategies emphasizing socio - cultural aspects.

• The Journal of Society for e-Business Studies
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• v.13 no.2
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• pp.56-82
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• 2008

The topic on Flow is generating increased interests in e-commerce studies. Flow has been identified as a key component in e-commerce. Studies on Flow have so far focused on internet shopping mall, but scarcely looked at the Flow of Internet auction. The purpose of study is to find out which factors play a major role in building Flow on internet auction and how the built-up Flow affect Brand Equity. Therefore, the research model investigates what factors influence Flow. Furthermore, the research is designed to understand how the Flow influences Brand Equity. The antecedents of Flow classifies into three types such as personal (Challenge, Skill), IT characteristic, Internet Auction characteristic. The results of this empirical study shows that three characteristics significantly affected the flow：personal (Challenge), IT (information quality, system quality), and Internet Auction (interactivity). And also Flow has significant effect on the brand equity. This result indicates that customer's optimal experience is important to increase brand equity. That is, the flow is influenced by multi-dimensional factors and plays an important role in increasing brand equity. Finally, the finding of this study suggests that personal challenge, information quality, system quality, and interactivity should be enhanced preferentially.

• Journal of Distribution Research
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• v.6 no.2
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• pp.19-40
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• 2002

According to the secondary data, private brand(PB)'s share of retail sales is 25-30% in the USA, but about 45 in Korea. In Korea PB's average price is 23.3% less than manufacturer brand. It is very interest that PB's price advantage doesn't have a good effect on it's share of retail sales. This research's objective is to study why Korean consumers don't purchase private brand cheaper than manufacturer brand. A theoretical reasoning depends on information cue theory and means-ends model of perceived value. A unit of analysis is consumers who purchase private brand at E-mart in Pusan city, one of largest discount store in Korea. Hypothesis tested by Lisrel's structural equation model and interesting results as follows: First, favorable brand image among extrinsic cues is most positively correlated with perceived quality/sacrifice and intrinsic cues is also statistically significant. This fact imply that intrinsic cues; package, logo, country of origin are very important in the adoption of private brand in Korea. Second, compared with manufacturer's brand, PB's perceived price is positively correlated with perceived quality/sacrifice. This fact imply a assimilation effect between manufacturer's brand and private brand. Finally, a correlation between perceived sacrifice and PB proneness is satistically insignificant, but perceived quality has a significant effect on its proneness. this fact imply that innovators(about 4% of potential consumer) are risk-taker.

• Asia Marketing Journal
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• v.16 no.1
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• pp.215-228
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• 2014

The automotive industry plays a significant role in the global economy. One of the reasons is that this industry compasses every aspects of the value chain - from raw materials to design and development, manufacturing, sales and services, and even disposal. Thus, the industry needs significant upfront capital investment and requires years of R&D and market development. As a result, this industry is dominated by a handful of global players and it is not easy for a new entrant to enter this industry. Furthermore, success is even more difficult to achieve. How did Hyundai Motor make it in this tough marketplace? Can it continue against all odds? The CAGR for last 5 years is 12% and it stands at 6th in the world. Compared to other global brands, Hyundai has geographically well-balanced sales portfolio. The quality improvement is outstanding. The brand performance follows these quality and sales improvements. Yet, the global competition is ever intensifying. Now, it is the time to step up once more. The next strategic goal needs fundamental shift toward brand and marketing-focus. In constructing global marketing strategy, Hyundai Motor's vision is "Lifetime partner in mobility and beyond" and its goal is global top 3 brand by year 2015 through modern premium brand image and selling 5 million vehicles. The target brand positioning of Hyundai Motor is the leading position in premium dimension and stylish/modern dimension. The global brand strategy framework is based on the brand direction of "Modern Premium" and is designed to deliver core brand identity (i.e., Simple, Creative, Caring) to customers. In order to manage brand performance, Hyundai's marketing platformalso includes marketing performance management, brand performance management, and market driven organization. From this diagnosis, Hyundai Motor is well posed to build a strong brand. Nevertheless, there are still challenges ahead from consumer, technology, competitor, and macro-environment perspectives. To overcome these threats, the bases of competition for all successful automotive brands are various differentiation factors, including technology, performance, value proposition, or heritage. Hyundai Motor is well prepared so far. However, it is not tested against time yet whether Hyundai can overcome these unforeseeable major threats. Hyundai is trying to find the solution from a strong brand, while believing in "New Thinking. New Possibilities."

• Journal of the Korea Institute of Building Construction
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• v.4 no.3
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• pp.153-159
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• 2004

The brand value of apartment which affects not only sale percent and profit but also the worth of real estate is raised as an important point of sale competition in the apartment market. But now the market is occupied by a few construction companies, which have well recognized brand. So it's difficult for a construction company without brand to enter the apartment market because of consumer's ignorance. domestic construction companies are spending lots of money and effort to advertise their characteristic brandapartment based on classified consumer's desire and offer consumers what they want. Therefor, This study investigated the factors of recently characteristic brandapartment focusing on design, environment, materials, home automation and surveyed residents preference of a brand by P.O.E methods. Based on such results of survey, this study suggest the basically reference information on characteristic strategy of an brandapartment.

• The Research Journal of the Costume Culture
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• v.20 no.5
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• pp.679-694
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• 2012

The purpose of this study was to develop a logo type for a new fashion brand and to present design cases that apply the relevant logo type to suggest an advisable direction for logo design. This study analyzed the logo designs of domestic and foreign fashion brands and used the data to develop a logo type for a brand name that reflects the concept of the newly launched brand, in addition to presenting the relevant design process and method. Besides a literature review, this study conducted case analyses of domestic and foreign fashion brand logos. This is an empirical study in which researchers developed a logo type and presented designs that applied it. The research results are as follows. The brand name of the new L Fashion brand in Korea is 'LEAY'. This study developed a logo using the initials L, E, A, and Y, each standing for life, love, and liberty; esteem, eternity; act, art; and youth. The Caslon type font, which evokes a casual yet modern sentiment, was used for the design. Cleats and zippers, which are decorative subsidiary materials used in labels, tags, shopping bags, clothing, and props, were applied in the design of the developed logo type. All design cases was produced into articles. The case of fashion brand logo design and development presented in this study implies that the development of fashion brand logos and the logo-applied product design must be tied to the launching and planning process; thus, logo development must be based on the brand concept in relation to the market entry strategy that satisfies both producers and customers.

• The Journal of Information Systems
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• v.26 no.1
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• pp.21-51
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• 2017

Recently there have been an increasing number of companies suffering a negative brand image in the major media. Thompson et al. (2006) defined this as "$Doppelg{\ddot{a}}nger$ Brand Image." The images mentioned above have been created and propagated on Internet communities, which are one of the major paths of online spreading. This study will empirically analyze the effect of each $Doppelg{\ddot{a}}nger$ brand image on the customer's brand attitude, using a text-mining method focusing on "A company"'s case. This study will also cover the change in customer brand attitudes related to the company's correspondence in a situation in which the $Doppelg{\ddot{a}}nger$ brand image exists. In addition, the study will determine the presence of a priming effect after the spread of the $Doppelg{\ddot{a}}nger$ brand image. To that end, we collected 974 comments from 94,889 posts and A's official blogs related to A from B community, the largest automobile community site in Korea. Through this investigation, we obtained the following results. First, there was a significant difference in the ratio of negative sentiment of internet community before and after $Doppelg{\ddot{a}}nger$ brand image. Second, with regard to the topic modeling, the ratio of articles including negative topics increased and the other article ratio decreased over time. Finally, we found that there is a priming effect about negative brand image of "A company."

• (The) Korean Journal of Advertising
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• v.29 no.6
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• pp.51-80
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• 2018

This study aims to investigate how the storytelling elements of brand webtoon has influence on developing brand webtoon users' parasocial interaction relationship and their attitude towards brand webtoon contents and word of mouth intention. The results of this study shows that parasocial interaction is strongly influenced by the sub-dimensions of digital storytelling components of brand webtoon (i.e., relevance, trustworthiness, clarity). More specifically, respondents who perceive that the given message of digital storytelling in brand webtoons is relevant to the brand, is trustworthy, and is clear to understand show a higher degree of parasocial interaction with the webtoon content and in turn, it has a strong positive influence on the attitude towards the brand webtoon. In sum, this study not only provides a theoretical foundation to understand how consumers develop parasocial interaction with brand webtoons in terms of the brand webtoon's digital storytelling, but this study has implications for practitioners who are interested in using a brand webtoon for marketing.

• International Journal of Costume and Fashion
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• v.12 no.2
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• pp.41-52
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• 2012

The purpose of study is to understand of china clothing brand to have them to be competitive position in global market. Also through this study people who are in a clothing industry market from China and overseas will be able to utilize it to have competitive brand power. Analyzing of the China clothing brand with a history and process of development is done to help understand of changes through years. With the rapid development of economy in China, the textiles & clothing industry, as one of the key industries, is showing a strong growing tendency, and brand in china have been expanding oversea market. Till 2002, China has already been the world's largest supplier of textile & clothing. Nowadays, "Made in China" is going to be "Created in China", lots of Chinese clothing brands appear, and many Chinese fashion designers step onto world stage. Chinese women's clothing, men's clothing, casual clothing, sports clothing and designer's brand are developing, popular brands are also promoted through convenient e-commerce. Clothing companies are going public, acquiring overseas brands, implementing internal mergers and integration, expanding overseas market. In such a diversity era, Chinese brands not only need to be localization, but also need to confirm with the trend of international management and globalized economy.

• Korean journal of food and cookery science
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• v.26 no.6
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• pp.717-726
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• 2010

The purpose of this study was to measure customers' perception of brand personality and self-image of family restaurants and compare the congruity between brand personality and customer-perceived self-image according to customers' general characteristics. Self-administered questionnaires were completed by 377 customers, and data were analyzed by frequency, chi-square, paired samples t-test, factor, reliability, cluster, and discriminant analyses. Results of the study were as follows: factor analysis of brand personality and customer-perceived self-image as 5 factors, i.e., sincerity (10 variables), excitement (8 variables), competence (7 variables), sophistication (6 variables), and ruggedness(5 variables). As a result, the averages of brand personality and self-image of family restaurants were $2.93{\pm}0.39$ and $3.24{\pm}0.52$, respectively. Cluster analysis divided subjects into two groups according to congruity between brand personality and customer-perceived self-image of family restaurants: congruity group and incongruity group. The two groups were differed from one another in general characteristics. Limitations and future research directions are also discussed.