• Asia Marketing Journal
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• v.6 no.3
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• pp.99-121
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• 2004

Using Keller's customer-based brand equity framework, we attempt to understand and analyze marketing efforts that Pigeon has made to build the most valuable brand in the fabric softner marketing over the last 25 years. Our analysis revealed that first, Pigeon has developed and executed its brand system, brand elements, and marketing programs in a consistent and complementary way. Second, Pigeon's dedication to R&D as well as to customer needs has enabled it to offer a series of successful products with high quality and great value. Third, Pigeon has made good use of both scientific and intuitive approaches in the strategic management process. Lastly, the power leadership of the top management and its emphasis on personnel made a significant contribution to the success of Pigeon.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.12
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• pp.1672-1681
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• 2007

Cationization is effective to complement the defects of Tencel blended fabrics by introducing new functions. For this purpose, we used chitosan, which is congenial to the human body, free of pollution, and easily reacted. Then, we compared it to the Tencel single fabrics. To perform such effective cationization, the fabrics were treated with chitosan after NaOH pretreatment and enzyme treatment thereof. After that, the fabrics were treated with a crosslinking agent and a softner. The dyeing property of the cationized Tencel blended fabrics and reactive dye, which is a type of anionic dye, show a high concentration in neutral salt and excellent repulsive power between the fabrics and the decreased dyes. The dyeing property of the chitosan treated fabrics represented better performances than that of untreated fabric in the lower concentration of neutral salt. Meanwhile, when it was dyed with certain acid dyes, the dyeing property of the chitosan treated fabrics showed better results due to the reaction of an amine group, which was introduced by chitosan treatment. Thus, the verification of the cationization of the Tencel blended fabrics was performed. The washing fastness of the Tencel blended fabrics showed a little bit better than that of the Tencel single fabric, and it represented a better performance in the dye with a reactive dye than that of an acid dye.