• The Journal of Asian Finance, Economics and Business
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• 제7권10호
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• pp.843-854
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• 2020

The present study aims to analyze factors of brand equity in the retail stores in Vietnam; to recognize sub-dimensions connected with the forms of brand equity and thereby study the extent of the relationship among bases of market segmentation and brand equity. The present research made a collection of data by conducting a preliminary study. Responses were collected from the customers through a structured questionnaire to buy goods and services from the retail store in Vietnam. The sample size selected for the study was 196. The study applied various statistical tools, namely, Cronbach's Alpha for reliability checking, correlation and regression statistics with the support of SPSS Software. The brand association is treated as a vital determinant of brand equity that significantly influences the bases of market segmentation. Further, the study also recognized the fact that the majority of consumers who prefer to buy from retail stores are young and in the age-group of 18-24 years. The present study made an initial attempt to study the relationship among bases of market segmentation with the factors related to brand equity; thereby to offer a novel conceptual framework designed for retail stores in Vietnam for brand positioning.

• 동아시아경상학회지
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• 제10권3호
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• pp.63-74
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• 2022

Purpose - The purpose of this study is to set up the elements of the airline marketing communication and find out the effect of each element on brand trust. It also aims to figure out how brand trust affects the customer's repurchase intention and WOM intention respectively, and whether repurchase intention has an influence on WOM intention. Eventually, this research intends to provide not only academic but practical application of the research by figuring out the marketing communication factors. Research design, data, and methodology - The survey for this study has been conducted for about 2 months, targeting those who have flown with either domestic or foreign airlines. The number of 249 surveys were distributed and the total number of specimens is 244. Data analysis methods were verifiable factor, discriminant, nomological, and structural equation model analysis. Result - Only advertisement, promotion and WOM have a positive effect on brand trust while publicity has no impact on brand trust. Brand trust was found to have a positive effect on repurchase intention. Also Brand trust also has a positive effect on WOM intention. Finally repurchase intention has a positive effect on WOM intention. Conclusion - There are insufficient existing studies of airline marketing communication which has the direct influence on brand trust. Therefore, the study provided the theoretical foundation of airline marketing communication elements that directly effect on airline brand trust.

• 패션비즈니스
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• 제8권3호
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• pp.70-83
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• 2004

The female image has been changed incessantly with age and has been eminently represented in cosmetic advertisement. The female images are changed from the classical images to the active and professional images with the historical current of cyber, digital, and fusion. These changes in the expression of female image are largely due to the spread of post-modernism, feminism, de-construction (Kim, 1994), digital information revolution, and increase of income. The female images in cosmetic advertisement have been expressed very variously with fashion, marketing target, and characteristics of articles. (Im, 1997) The cosmetic advertisements of pure and graceful images were popular in the past. But nowadays individual image, womanly image, and unchanged beautiful image are in vogue. Individual image is very popular in young generation with very short fashion period. Active career woman image represents passion and beauty with extension of women' social roles. Unchanged beautiful image in modern industrial pollution stands for the desire of keeping the beauty in youth. Brand is very important factor to consumers in purchasing. Brand is no larger the simple concept in the past, and accepted as reflection of the image, social status, service, and life-style(Lee, 1998) consumers are very favorable to foreign cosmetics with the increase of overseas travels and import. This phenomenon is considered as very natural, especially in young generation. To create a successful brand image, the harmony of quality, psychological preference, advertisement, and reasonable price are required. According to the questionnaire research implemented by the subject of college women students in five universities in Seoul, the majority of college women students purchase domestic cosmetic brands in cosmetic specialty stores and depend on the tips of acquaintances. Quality, skin-trouble, and brand are considered as special regards for purchasing. Especially, internet shopping in purchasing marks high growth rate and preference for foreign cosmetics is very ardent. It can be expected that the 21st century is the epoch of various small production different from the mass-production in the 20th century. Female image will be probably expressed with individual, emotional, and professional image in the media of digital, fusion, cyber, and technology culture. It can be said that the tendency of cosmetic purchasing in the future will be more focused on brand image and life style.

• 한국유기농업학회지
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• 제25권4호
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• pp.663-677
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• 2017

As Korean food service franchise companies sought to advance into around 2,000 new foreign markets, the importance of global management was emphasized. They intensively expanded into Chinese and American markets in 2015 and these two markets account for approximately 40% of total food service franchise companies in foreign countries. Although Japan has huge franchise market, Korean food service franchise companies in Japan only account for 5% of total franchise companies in Asian countries. The purpose of this study is to analyze the relationship between food service franchise selection factors, brand loyalty, and revisit intention of Japanese consumers using Korean food service franchise companies in Japanese food service market, and based on the analysis results, draw the implications for the expansion of Korean food service franchise companies into the Japanese market. Food service franchise selection factors is defined as service and cleanliness, taste, safety and reliability, cost and convenience, and professionalism. The study results can be summarized as follows. First, analysis was performed to identify the effects of food service franchise selection factors on the brand loyalty, it showed that five food service franchise selection factors including professionalism, service and cleanliness, cost and convenience had positive (+) effects on the brand loyalty. One of the most important factors influencing the brand loyalty is professionalism. In order to raise food service franchise's professionalism, it is necessary for the food service franchise companies to establish stronger strategies containing professional operation systems and services compared to general restaurants. Second, analysis was performed to identify the effects of food service franchise selection factors on revisit intention, five food service franchise selection factors, service and cleanliness, safety and reliability, and cost and convenience had positive (+) effects on revisit intention. One of the most important factors influencing revisit intention is safety and reliability. Thus, in order to raise safety and reliability it is important to form trust with consumers by properly utilizing systems of food hygiene and food safety accreditation.

• 한국과학예술포럼
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• 제29권
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• pp.189-201
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• 2017

본 연구의 목적은 기억에 남는 관광경험을 구성하는 요인을 규명하고 기억에 남는 관광경험과 관광목적지 브랜드 자산 및 관광목적지 충성도 간의 영향관계를 파악하는데 있다. 연구의 범위와 방법은 방한 외국인 관광객을 대상으로 한 설문조사를 통해 수집한 자료를 탐색적 요인분석을 통해 요인을 도출하며, 신뢰성 분석과 타당성 분석을 진행하고 요인들 간의 관계를 회귀분석을 통해 검증하였다. 개인관심 이국적 즐거운 경험, 현지 가이드에 대한 경험, 개인자아 발견 경험, 예상하지 못한 즐거운 경험, 지역전통 고유문화 경험, 여행 동반자 유대강화 경험, 지역주민 환대경험연구결과, 기억에 남는 관광경험 요인 중 개인관심 이국적 즐거운 경험, 현지 가이드에 대한 경험, 지역주민 환대경험만 관광목적지 브랜드 자산에 유의한 영향을 미치는 것으로 나타났다. 이를 바탕으로 학문적·실무적인 시사점을 제공하였다.

• 한국컴퓨터정보학회논문지
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• 제28권11호
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• pp.209-226
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• 2023

국경 간 전자상거래는 중국의 대외무역을 안정시키고, 중국 대외무역의 전환과 업그레이드를 추동하며, 글로벌 경제 발전과 안정에 기여하는 결정적인 힘으로 부상했다. 이에 따라 국경 간 전자상거래의 고품질 발전을 추동하는 것은 중국 업계 내에서 공동의 난제로 되었습니다. 그러나 국경 간 전자상거래가 빠르게 성장하면서 품질 혼재, 치열한 경쟁, 가격 경쟁 등 새로운 현상과 도전에 직면해 있다. 브랜드는 주체를 식별하는 구별표지 역할을 하며 브랜드 구축은 국경 간 전자상거래에서 고품질 발전을 이룩하는 신중한 선택이다. 이 글은 정성적 접근법과 정량적 접근법이 결합된 브랜드 이론을 활용하며, 국경 간 전자상거래 기업 운영 내의 주요 요소에 구체적으로 초점을 맞춘다. 중국 국경 간 전자상거래 기업의 내부 운영 내에서 브랜드의 형성과 발전에 영향을 미치는 핵심 요소들에 대한 분석을 통해 그들의 내부 형성 메커니즘을 조사하고 브랜드 형성에 영향을 미치는 이들 중요요소들의 중요성을 평가한다. 연구과정은 해외 소비자의 데이터를 바탕으로 실증분석을 실시하여 궁극적으로 국경 간 전자상거래 기업의 브랜드 개발을 위한 일정한 지침을 제공하고 있다.

• 통상정보연구
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• 제12권2호
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• pp.357-381
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• 2010

The purpose of this paper is to investigate the effects of consumer's preferences for foreign products and extrinsic cues such as brand, country of origin, and corporate reputation on the consumer's evaluation which includes the construct of perceived quality, and loyalty. In addition, this paper is aimed to provide Korean firms insights in strategic approaches about foreign consumers behavior. A conceptual model is developed and empirically tested against a sample of university students in Korea, who have buying experience of products from multinational firms. 290 samples were used for this analysis. Results of multiple regression analysis using SPSS 18.0 show that consumer's preferences for foreign products, brand awareness, and corporate reputation have a significant effect on the perceived quality of the product from multinational firms. The most important factor to influence the perceived quality was found to be a corporate reputation. But country of origin had not significant effect. Also it is found that both product and product related service quality are positive and statistically significant in explaining the customer's loyalty. Implications for increasing perceived quality and customer's loyalty for Korean products in the global market are discussed.

• 한국의류산업학회지
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• 제17권3호
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• pp.405-420
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• 2015

The purpose of this study is to identify the differences between clothing size satisfaction and clothing sizing systems of Korean and foreign SPA (specialty retailer of private label apparel) brands according to height group, and provide foundation material that can be used to establish product strategy from the perspective of Korean SPA brand clothing sizes in order to secure competitiveness in the international market. Satisfaction of tall women in their twenties with the clothing sizes of SPA brands was researched, and t-test was conducted to examine differences between clothing size satisfaction of Korean and foreign SPA brands between the two height groups. Then, differences in the size minimum and maximum values, size ranges, size intervals and size numbers between clothing sizing systems of Korean and foreign SPA brands were researched and comparatively analyzed. Existing clothing sizes need to make improvements considering the lengths and shoulder width of tall consumers. And Korean SPA brands need to diversify the range and number of sizes in the clothing sizing system, and set a separate tall-size group, or apply the relationship between vertical and horizontal sizes of clothing to establish a clothing sizing system. A product strategy that applies the results of this study will solve the clothing size dissatisfaction of tall female consumers and stimulate sales of Korean SPA brand clothing products. The study has value in that it extracted realistic problems by researching clothing sizing systems of products that are actually sold.

• 품질경영학회지
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• 제29권3호
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• pp.109-123
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• 2001

The purpose of this study is to analyze the differences in the deluxe hotels'service quality in Korea according to the region and the brand. The subjects of this survey for the empirical analysis are limited to the customers of deluxe hotels in Korea: data(1,054 samples) are collected from 16 deluxe hotels among 27 of its kind in Seoul, Pusan, Cheju and Kyongju areas. The results are as follows. First, the hotel service quality between the hotels in Seoul and in provinces makes little difference. Second, the service quality in the Seoul, Pusan, Cheju and Kyongju areas shows significant difference. Third, there is also a significant difference on the service quality between domestic hotel brand and foreign-chained hotel brand.

• 복식문화연구
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• 제7권4호
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• pp.155-167
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• 1999

The present study investigated various sales training programs used by apparel companies and compared each other in order to provide an important information for developing effective training programs for professional salesperson. Sixty eight companies were used and grouped into four categories based on brand characteristics : domestic national brand(DNB), casual brand(CB), foreign brand(FB) and domestic designer brand(DDB). Data were collected from the managers in charge or training salesperson by both questionnaires and personal and telephone interviews. Data were collected during July in 1998, and analyzed by using ANOVA, Duncan\`s multiple range test, and Chi-square test. Since the sample size was small, Yates\` correction formula was used to maximize statistical validity in non-parametric procedure of Chi-square test. The main purpose of sales training indicated by the companies were to satisfy customers and to maximize the profit. Significant differences were found among the groups in the importance level of training contents such as knowledge, and customer relation, training methods, place, and duration/frequency of training at training center.