• Fashion, Industry and Education
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• v.16 no.2
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• pp.30-39
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• 2018

This study investigates the importance of brand and retailer associations when consumers evaluate a product category extension in the context of brand and retailer collaborations. Although brand extensions are considered to reduce costs for introducing a new product category, limited study has focused on the role of brand and retailer associations in the context of brand and retailer collaborations. Using a total of 440 participants, a hypothesized model was tested using a structural equation modeling (SEM). The results show that brand and retailer associations influence the perceived fit between a brand and a retailer. In addition, the image fit and quality fit are significantly related to brand and retailer attitudes as well as brand extension evaluation. Since consumers may use their associations with brands or retailers when they perceive product differentiation, market position, and brand extensions, the role of brand or retailer associations is important to marketers, retailers, and consumers. Given the importance of brand and retailer collaborations as a brand positioning strategy in the global branding and retail setting, the findings of this study contribute to brand and retail management by providing empirical evidence on how consumers perceive new products from extended brands in the marketplace when a brand collaborates with a retailer.

• Asia Marketing Journal
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• v.9 no.3
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• pp.1-32
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• 2007

In this study, we investigate the relative effectiveness of the two types of brand extensions (sequential extensions vs. direct extensions) in dissimilar extensions and examine the moderating role of two key variables - brand concept(functional brand vs. symbolic brand) and price of target extension product(low vs. high). The results from two experiments show that consumers evaluate the target extension product more favorably when brand is extended sequentially to dissimilar categories than when it is extended directly. However, the difference of target extension product evaluation between sequential extensions and direct extensions decrease when brand is symbolic and price of target extension product is high. Theoretical and managerial implications of the finding are discussed and inplications for future research are suggested.

• Journal of Convergence for Information Technology
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• v.9 no.10
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• pp.71-80
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• 2019

The purpose of this study is to analyze the effects of brand evidence on brand value, brand trust, brand attitude and word of mouth intention. To achieve the purpose of the study, a research model and hypothesis were established based on previous studies, and survey was conducted on 222 passengers who had used the airline. As a result of the analysis, sub-factors of airline brand evidence had a positive impact on brand value. Except for employee services, perceived prices, core services, brand names, and brand logo had a positive impact on brand value. Brand value had a significant positive effect on brand trust and brand attitude. It was also found that brand trust had a significant influence on brand attitude. This study examined the extended range by adding the brand logo as a sub-factor of brand evidence, and it is considered necessary to study including brand emotion in next study.

• Journal of the Korean Graphic Arts Communication Society
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• v.29 no.3
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• pp.31-40
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• 2011

Using of QR(Quick Response) code is dramatically extended to various marketing area; not only substitute of bar code but also new tool of PR and marketing. This research attempts to analyze brand communication effect using QR code printed on product package especially in snack product category. Findings are 1) communication effect are different according to the type of book-trailers; 2) cinematic production and animation are the most effective type of book-trailers; 3) for memory and confirmation(sharing), a)stills and straplines, Analysis result of hypothesis I showed that characters of QR code influence on brand attitude. Among dependent variables, only reliability is significant. That means reliability of company and brand using QR code influence on brand attitude. The higher reliability of QR code, the better brand attitude of the brand. Analysis result of hypothesis II found that only reliability is significant on purchasing intention. Reliability of company and product using QR code influences on purchasing intention. The higher reliability of QR code, the higher possibility of purchasing products. Therefore, company can enhance reliability of both company and its products by using QR code. Using QR code will bring high reliability and high brand attitude and purchasing intention.

• The Journal of the Korea Contents Association
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• v.9 no.10
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• pp.349-359
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• 2009

This study analyzed the structural correlation between parent brand attitude, including attitude toward the advertisement, attitude toward the store and brand attitude, and brand extension evaluation, relationships among which are conceived as a brand extension evaluation process. The result of analysis, revealed statistical significances of the differences in the effect levels between attitude toward store and brand attitude, between brand attitude and brand extension evaluation level, and between brand extension evaluation level and purchase intention of an extended product depending on the choice of distribution channel type. Therefore the evaluation level of brand extension should be analyzed by structural relationship model based on the consumer behavior's viewpoint with distribution channel type and it can provide the important information for restructuring distribution channel and increase the level of the successful brand extension.

• Journal of Digital Convergence
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• v.13 no.1
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• pp.463-468
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• 2015

A study on how a launcher as smart phone application was utilized as brand communication by deriving a characteristic element that could be changed into an extended function which carried out brand communication function going beyond the basic function of launcher pre-installed for the purpose of UI differentiation according to each device brand. In the results of analyzing the items and features of brand communication shown in each detailed item after classifying properties of launcher components into that of home component and personalization function element, (1) brand image identity element and (2) service marketing commitment element was derived.

• Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology
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• v.7 no.9
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• pp.141-149
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• 2017

Numerous products are on the market every day and consumption is becoming increasingly polarized. Some products have been introduced to the market for the first time and others are the existing products that have upgraded performance. For companies, new products must be released constantly to prevent losing existing customers and to increase loyalty. However, when companies released new product, they communicate consumer brand name and core benefits of the new product. Moreover, if a new product fails, the amount that the company has to pay is bound to grow. So companies often use brand extension strategies that use the names of famous brands that are already loved by their customers for new products. In this study, the effect of extension similarity, time of release, and message type on brand extension was investigated. Result shows that using abstract messages rather than specific messages is more effective when similarities with existing brands are poor. In particular, the closer the release period is, the more effective these effects are. However, in case of extending the brand with high similarity products, it is effective to focus on concrete messages when the release time is near, and to communicate abstract messages when the release time is long. This result suggests that companies should take into consideration not only the similarity of extension but also the timing and characteristics of messages when extending the brand.

• 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.7
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• pp.185-194
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• 2020

This study aims to figure out how the brand experience design elements works in the Shortform video-based branding through case analysis. The sense, feel, think, act, relate experience of Shortform video brand are provided through the implementation of specific experience design elements in the process of the creators expressing personality through social media channels and communicating and interacting with consumers. As a result, LIZIQI's food videos provided a brand identity as an 'Eastern gourmet' to consumers through the audiovisual stimulation of food in video, the cognitive reinforcement which is combined of identities and products, and the behavioral participation by web sites·electronic media. In addition, a strong brand relationship was established by sharing emotional ties using human factors and responsibility through co-branding. This can be extended to various Shortform video contents-based branding cases, and it will suggest a useful approach to the brand building strategy through strategic brand experience design elements.

• The Journal of the Korea Contents Association
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• v.15 no.1
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• pp.399-417
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• 2015

The purpose of this research is to investigate the effects of brand extension on original brand in mobile market. TAM (Technology Acceptance Model) was used in current research to verify the 'intention to use of mobile service', and 'perceived usefulness', 'perceived ease of use', and the effect of 'extended brand's intention to use' on continuous 'intention to use in original brand' are verified in the process. According to the results, TAM was found to be appropriate to verify the intention to use of mobile service. Also by verifying the effect of decision factor, it is found that perceived ease of use have positive(+) influence on continuous intention to use of original brand. According th this finding, marketers will be able to understand better in performing strategies in mobile service environment.