• Journal of Distribution Research
• /
• v.1 no.1
• /
• pp.197-222
• /
• 1996

The objective of this study is to investigate the determinants of trust between the producer and the distributor, focusing on relational norms (mutuality, flexibility, and solidarity) and environmental munificence, in agricultural marketing channels. More specifically, followings are investigated in cucumber marketing channels ; (a) the effects of environmental munificence on relational norms, and (b) tile effects of relational norms on trust. The major findings of this study are as follows ; (1) The cucumber producers' perceived output sector munificience positively affected the mutuality and solidarity of the relational norms. (2) The mutuality and solidarity of the relational norms positively affected the trust. Therefore, the efficient marketing transaction system, mutual efforts for a fair regard between producers and middlemen, and the development of sound moral and trading custom are required in the Korean agricultural market. And also the active roles of government to develop the infrastructure of agricultural marketing and the proper roles of agricultural cooperatives to keep transaction activity fair should be clarified and proactively conducted.

• Proceedings of the Korea Contents Association Conference
• /
• 2019.05a
• /
• pp.465-466
• /
• 2019

Storytelling marketing is attracting attention as a customer-oriented brand communication activity in an over-competitive marketing environment that is overflowing with products and without specification of brand and products. This case study is researched for USP strategies in terms of excitability, storytelling, and interactivity, which are components of storytelling marketing to positively interact with customers for effective and sustained competition. And this research could be helped effective and sustained competition for brand and productions.

• International Journal of Computer Science & Network Security
• /
• v.21 no.12
• /
• pp.228-234
• /
• 2021

The article defines the problems of forming the models of government regulation of clustering, marketing management and labor market in the context of globalization, business bankruptcy risk and services market development. The clustering models based on the optimal partner network cooperation were proposed in order to ensure the strategic development of territories, to attract budget leading enterprises and to support small businesses. A descriptive model of government regulation of clustering, marketing management and labor market in the context of globalization, business bankruptcy risk and Covid-19 was determined.

• International Journal of Computer Science & Network Security
• /
• v.21 no.12spc
• /
• pp.383-390
• /
• 2021

The main purpose of the study is to determine the features of the functioning of the university as a part of the state structure in the context of marketing management n the context of storing information technologies. Students were obtained due to the following theoretical methods: systems of analysis and synthesis, induction and deduction, comparison, classification, generalization and systematization, idealization and abstraction. It is advisable to study the essence and nature of educational services, as well as the role of education in economic development, relying on the methodology of institutional theory, the theory of stakeholders, which makes it possible to assess the contribution of education to the harmonization of public and individual interests, the formation of appropriate structures and subjects of development, ensuring the building of intellectual potential and quality of life. The specificity of the functioning of the university as a part of the state structure in terms of managing marketing activities was characterized.

• Journal of Fashion Business
• /
• v.26 no.6
• /
• pp.116-132
• /
• 2022

Fashion marketing activity performed by social media influencers (SMIs) has grown exponentially in the past years. Research regarding their marketing power is often discussed in the context of sponsorship disclosure, in order to overcome obstacles of impending regulations that may endanger the authenticity SMIs are perceived to have compared to traditional marketing agents. Upon recent heterogeneous findings, a netnographic approach was taken to examine the actual sponsored posts of SMIs on Instagram. Based on two representative cases that received media coverage, a qualitative analysis of 1,058 comments on Instagram showed customer inspiration and informational social influence regardless of sponsorship disclosures present. Regarding customer inspiration, high frequency of comments including choice imitation intentions was observed. Under certain conditions, customer responses were focused on the SMI's expertise irrespective from the brand being endorsed. Findings show future implications from both an academic and industry-focused perspective for future potential of SMIs in fashion marketing.

• The Korean Journal of Franchise Management
• /
• v.8 no.1
• /
• pp.19-30
• /
• 2017

Purpose - As environmental issues, along with the growth of companies, are accelerating, social interests in eco-friendly management that requires corporate social role and responsibility are increasing. The eco-friendly management activity reflects the changes in environmental awareness of consumers. Therefore, the eco-friendly images of companies influence consumers, and the establishing of eco-friendly management strategy has become a very important factor in the greenmarket. In this regard, this study examined the impacts of green leadership and environmental attractiveness on strategic environmental marketing, tactical environmental marketing, and environmental performance towards the employees of franchisee headquarters. Research design, data, and methodology - The survey was conducted towards the 800 headquarters among 2,600 brands that are registered with the Fair Trade Commission of Korea by mail. Among the total of 162 questionnaires collected, 7 respondents were excluded for their incompletion, and thus 155 responses were used in this study. The data were analyzed with SPSS 21.0 and SmartPLS 3.0. Frequency analysis was carried out to understand the general characteristics of the subjects, and confirmatory factor analysis to measure the reliability and validity of the measurement. Correlation analysis was conducted to identify the correlation between constructs, and structural equation modeling to examine the structural relationships among the constructs. Result and Conclusions - First, green leadership had a positive impact on strategic environmental marketing, tactical environmental marketing, and environmental performance. Second, environmental attractiveness had a positive effect on strategic environmental marketing, tactical environmental marketing, and environmental performance. Finally, strategic environmental marketing and tactical environmental marketing had positive impacts on environmental performance. This study can be recognized for proposing new perspectives on eco-friendly management strategy for firms to be able to win competitive superiority and performance by embedding awareness of the importance of environmental market and suggesting practical implications on understanding of environmental attractiveness, strategies and tactics of environmental management, and environmental performance in the franchise industry.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.31 no.6 s.165
• /
• pp.942-954
• /
• 2007

The purpose of this research is to examine the level of SCM activity, marketing capability, and firm performance for apparel firms, and to investigate the effect of SCM activities and marketing capabilities for firm performance improvement. This study surveyed domestic apparel manufacturing brands that distribute products nationwide. The data was collected through questionnaires sent to managers or executives in large and middle manufacturing corporations among Korea's listed and registered corporations. The data collection has been carried out from November 10 until December 11, 2006. The questionnaires were transmitted by individual visit, fax, and mail. A total of 98 completed responses were returned, three incomplete responses were discarded. The results were as follows: First, SCM activity was classified into 3 dimensions: structural, logistical, and technological factor. Three dimensions of marketing capability were identified with differentiation, cost-leadership, and operational factor. Firm performance was classified into three dimensions: financial, productivity, and customer satisfaction factor. Second, result of analyzing effects of SCM activities for firm performance improvement, it was found that the improvement of technological activities affected acquirement of financial, productivity, and customer satisfaction performs. Structural activities affected factor of productivity performs. Third, result of analyzing effects of marketing capabilities for firm performance improvement, improvement of differentiation capabilities affected acquirement of financial, customer satisfaction performs. And the improvement of operational capability affected acquirement of financial performs and improvement of cost-leadership capability affected factor of productivity performs.

• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.18 no.5
• /
• pp.524-530
• /
• 2017

There has recently been increased recognition of the significance of internal marketing activity towards hospitals; however, few studies have investigated internal marketing towards hospitals. Therefore, this study was conducted to examine the impacts of internal marketing and service orientation on hospital image and to focus on the moderating effect of self-efficacy. The main results were as follows. First, empowerment, education training, and leadership of internal marketing positively affect service orientation, with leadership having the greatest influence. Conversely, internal communication and reward do not affect service orientation. Second, service orientation positively affects hospital image, indicating that an influencing relationship between the two factors is formed. Third, the moderating effects of self-efficacy towards the relationship between internal marketing and service orientation is not significant an alpha level of 0.05. However, overall internal marketing in the high group of self-efficacy has a greater effect on service orientation than that in the low group. Thus, the managers should enhance internal marketing and service orientation to increase hospital image, and motivate employees to have self-efficacy.

• Journal of Distribution Science
• /
• v.14 no.10
• /
• pp.147-152
• /
• 2016

Purpose - High quality films are affected by both the production stage and various variables such as the size of the movie investment and marketing that changes consumers' perceptions. Consumer preferences should be recognized first to ensure that the movie is successful. If a film is produced without pre-investigation and analysis of consumer demand and taste, the probability of success will be low. This study investigates the balance of production costs, marketing costs, and profits using game theory, suggesting an optimization strategy using the simplex method of linear programming. Research design, data, and methodology - Before the release of the movie, initial demand is assumed to be driven largely by marketing costs. In the next phase, demand is assumed to be driven purely by a movie's production cost and quality, which might also further determine consumer demand. Thus, it is essential to determine how to distribute pure production costs and other costs (marketing) in a limited movie production budget. Moreover, it should be taken into account how to optimally distribute under the assumption that the audience and production company's input resources are limited. This research simplifies the assumptions for large-scale and relatively small-scale movie investments and examines how movie distribution participant profits differ when each cost is invested differently. Results - When first movers or market leaders have to choose both quality and marketing, it has been proven that pursuing a strategy choosing only one is more likely than choosing both. In this situation, market leaders should maximize marketing costs under the premise that market leaders will not lag their quality behind the quality of second movers. Additionally, focusing on movie marketing that produces a quick effect while ceding creative activity to increase movie quality is a natural outcome in the movie distribution environment since a cooperative strategy between market competitors is not feasible. Conclusions - Government film development policy should ignore quality competition between movie production companies and focus on preventing marketing competition. If movie production companies focus on movie production quality improvement then a creative competition would ensue.

• The Research Journal of the Costume Culture
• /
• v.30 no.2
• /
• pp.189-207
• /
• 2022

Fashion companies and brands' marketing activities focus on resolving environmental problems; however, these companies' efforts, there are some examples of so-called "greenwashing". This paper aims to analyze different perceptions of brand authenticity, green marketing, and purchase intention toward the brand before and after exposure to case information about greenwashing. A total of 211 data were gathered and analyzed using SPSS 25.0. Respondents were asked to respond to same questionnaires related to green marketing and the brand authenticity before and after their exposure to greenwashing information. The study participants' perceptions of green marketing from the brand were statistically significantly negatively changed after exposure compared to before exposure. Similar patterns in results were found in the context of consumers' perception of brand authenticity (genuineness, originality, and consistency), and purchase intention. The originality of this study is in evaluating consumers' perception of greenwashing focused on brand authenticity. The findings of the study suggest that if a fashion brand's green marketing activity is perceived as greenwashing by consumers, the perceptions of green marketing, brand authenticity, and purchase intention can all decline. It is suggested that fashion brands need to develop a sincere and truthful green marketing campaigns to keep and enhance their brand authenticity.