• Food Science and Preservation
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• v.10 no.2
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• pp.169-174
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• 2003

This study is to estimate consumers' value of the functional processing diet rice using the multi bounded discrete choice CVM. The results is shown that householders are willing to pay 2,637won/kg, 2,983won/kg and 3,428won/kg(definitely, sure, not sure) for buying the the functional processing diet rice. Results also show that the estimate of the aggregated buying value of the functional processing diet rice is approximately 2,239 billion won in the definitely scenario in Seoul province. The marketing strategy of the functional processing diet rice is divided by the on line and off line marketing.

• Journal of the Korean Society of Clothing and Textiles
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• v.43 no.4
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• pp.506-520
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• 2019

This study first investigates relationships among fashion consumer's positive emotion toward social value seeking activities (SVSA), enterprise image (EI), enterprise-perceived quality (EPQ), and purchase intention. Additionally, it demonstrates if the confirmed relationships are different in similar SVSA between social enterprise and cause-related marketing (CRM). An online experiment using a 2 (the implementation organization of social values: social enterprise vs CRM) ${\times}2$ (SVSA: support of vulnerable group vs environmental protection) factorial design was conducted to test the established hypotheses. Participants were randomly assigned to one of four conditions, and the collected data were analyzed using a partial least squares structure equation modeling (PLS-SEM) and partial least squares multi-group analysis (PLS-MGA). The results revealed that positive emotion toward SVSA directly influenced EI and purchase intention. EI and EPQ were identified as sequential mediators linking positive emotion toward SVSA and purchase intention. A finding for similarity in consumer response paths between social enterprises and CRM highlights that social enterprises need to develop a marketing strategy distinguished from CRM.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.7
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• pp.571-578
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• 2021

The outbreak of the COVID-19 pandemic, which began in 2020, had a significant impact on the economy and business activities worldwide. Large companies, as well as small businesses were affected, many of them had to scale down or divert their businesses, and some even had to stop. This extraordinary situation requires business people to make innovations and adjustments to survive during a pandemic. Entering the digital era, business players are helped by the ease of internet access, which will make it easier for SME players to get data from their consumers. Business actors can use this data to innovate and create new creations to improve business performance during this pandemic. This research aims to identify how small and medium enterprises can take advantage of Big Data to improve marketing performance through innovation and value creation. The research methodology used the in this research is quantitative method. The respondents are SME producers of food and beverage, with a total of 150 respondents. The results in the study indicate that all the proposed hypotheses are accepted. The most significant influence is found on the relationship of Big Data to value creation. The lowest effect was obtained from the relationship between Big Data and marketing performance through the mediation variable and innovation capability.

• Journal of Distribution Science
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• v.20 no.5
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• pp.97-104
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• 2022

Purpose: This study intends to analyze the effect of competitor pressure and customer pressure on social media technology use and the value of the business network and their implications for marketing performance. Research design, and methodology: A constructed questionnaire was conducted with 90 respondents of MSME's Business Actors in South Sulawesi Partial Least Square (PLS) analysis was applied to analyze and verify all the data. Results: Competitor pressure has a significant effect on social media technology, Competitor pressure has a positive and significant impact on business network accentuation. Customer pressure has a positive and significant impact on social media technology. Customer pressure has a positive and significant impact on business network accentuation. Social media technology utilization has a significant impact on Business Network Accentuation. Social media technology utilization has a significant effect on Marketing Performance. Business Network has a significant effect on Marketing Performance. Conclusions: It is an important thing for MSMEs to increase the use of social media technology to meet the demands of consumers and pressure from competitors. The use of social media technology must be implemented effectively and efficiently so that it can be utilized as an effective tool for distributing the value that own by a company to improve the company's marketing performance.

• Journal of the Korea Fashion and Costume Design Association
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• v.13 no.2
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• pp.121-131
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• 2011

Green Marketing, a response to the serious environment problems of the 21st century, is an important point for trends in both art and fashion. It is a strategy for reminding consumers of the threatening environment problems and to recognize that everyone must take responsibility for these problems. Green marketing is a concept that is the point at issue and social reform movement. The purpose of this study was to find examples of Green Marketing in fashion and classify them into four groups. The results of this study were as follows. First, the terms related to green marketing as related to fashion can be categorized into four areas: 1. Eco-friendly product marketing: product merchandising that usually uses organic materials and green manufacturing processes. 2. Green-communication marketing: PR strategies that use green slogans through deep impression advertising or special promotional events relating reducing, reusing and recycling, etc., with the brand's name. 3. Green environmental-marketing: marketing strategies that is an enlightenment campaign for environmental preservation and sustainable fashion design such as reusing, recycling, and reducing. 4. Cause-related marketing: marketing plans that return profits to society and that take an active part in the causes of the community. It was expected that these types of green marketing strategies would yield positive effects in enhancing brand value and consumer confidence as well as increasing profits.

• Journal of Distribution Science
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• v.11 no.11
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• pp.19-32
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• 2013

Purpose - This study examines the effects of art marketing management of the marketing mix in fashion, focusing on the cases of the leading global fashion brands in art marketing management. Research Design, Data, and Methodology - This study was implemented using the content analysis method. Criteria, including product differentiation, promotion strategies, store strategies, and social contributions, were based on previous research, brand promotional references, and critical reviews in newspapers or professional magazines for various cases of art marketing management by fashion brands. Results - To achieve product differentiation, art marketing management has borrowed images from artworks, and employed parodies and collaboration with artists; this has facilitated the pleasure derived from utilizing the artistic value of products. Promotion strategies were integrated with art performances, advertisements, and runway shows. Store strategies developed emotional feelings and a longing for brands among consumers. Reputational marketing of the social contributions made by corporations elevated the corporate brand image perceived by consumers. Conclusions - This study's findings revealed that consumers can derive emotional satisfaction through art marketing that seeks to profit effectively by stimulating consumers' emotions. From an economic perspective, a convergence of art and marketing plays an important role in profit-making and satisfying consumers' emotions.

• Fashion & Textile Research Journal
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• v.16 no.3
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• pp.386-395
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• 2014

This study was to identify underlying dimension of marketing strategy, and to examine effect of the marketing strategic factors on store affect, brand attitude, and brand loyalty in global and domestic SPA brands. Based on pilot study, four SPA brands of which consumers were most aware were selected: Korean SPAs (e.g., Codes-Combine, Basic House) and global brands (e.g., Zara and Uniqlo). A self-administered questionnaire was developed based on literatures. By using intercept survey, 421 respondents were obtained from consumers shopping at the selected SPA retail stores located in cities (Seoul, Daejon, Chongju) in Korea. Result showed that SPA brand marketing strategy consisted of four factors: Product differentiation, store location, in-store VMD, and price value. The marketing strategic factors had partially significant effects on brand attitude, store affect and store loyalty. However, there was significant differences in those effects between global and Korean SPA brands. Specifically, the effect of in-store VMD on brand attitude was higher in Korean SPA brands, whereas the effect of price value was higher in global SPA brand. Also, the price value was significant predictor of store affects in global SPAs, while in-store VMD was significant predictor of store loyalty in Korean SPA brands. This study discussed a managerial implication for creating brand attitude and emotional responses, which obtains comparative advantages in the competing marketplace.

• Asia Marketing Journal
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• v.11 no.2
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• pp.1-20
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• 2009

Feng Shui practice is very popular in East Asia and has been rapidly adopted by the population of the West. As Feng Shui involves knowledge of object placement, it opens opportunities to market Feng Shui knowledge and products. This paper presents an analysis of a successful Feng Shui enterprise, World of Feng Shui (WOFS), that has been established by a well-known Feng Shui expert Lillian Too and her daughter Jennifer Too. The enterprise's marketing strategies and tactics are tied to the theoretical concept of social influence, widely researched in the consumer behavior literature. The three types of social influence (informational, utilitarian, and value-expressive) are examined in relation to WOFS' marketing strategies using secondary data material. The main results indicate that the strategies of WOFS enterprise address all three types of social influence. The articles generated on-and off-line can be mostly associated with the informational influence. The off- line activities such as events, courses/workshops, and TV shows are also informational in nature. The Q & A sections/postings can be considered as representative of the utilitarian influence. They give experts (e.g., Lillian Too) the opportunity to provide individuals with problem-specific recommendations. Mega-mall website provides the value-expressive influence as purchase and consumption of the Feng Shui products is most susceptible to this type of influence. In terms of implications, WOFS enterprise strategies are suitable not only for consumes but also for business executives in Asia and in the West as architects, designers, and homeowners across continents use Feng Shui practices for building placements and decoration of dwellings and workplaces. Feng Shui practice has some limitations such as conflicting opinions of experts and increased complexity when the dimension of time is taken into consideration. Still, Feng Shui as a practice is growing globally adjusting itself to regional and cultural challenges.

• Journal of the Korea Fashion and Costume Design Association
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• v.23 no.4
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• pp.1-17
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• 2021

This study was examined whether the experiential marketing factors proposed by Bernd Schmitt were applicable to the consumer behavior of active seniors. The study was analyzed the influence of SEMs have on value perception of brand and attitude formation as well as the behavioral intentions of active senior consumers and whether this effect differed between the level of commitment. For empirical analysis, frequency analysis, EFA, reliability, CFA, SEM, and multiple-group comparison analysis were performed. The results showed that sense and feel factor did not have a significant influence on the value perception of brand, while think factor had a positive effect on the value perception of brand. Act factor did not affect the value perception of brand; on the other hand, relate factor had a significant effect on the value perception of brand. The result of structural equation modeling also revealed that the value perception of brand had a positive influence on attitude formation and behavioral intentions. The result of multiple-group comparison analysis confirmed that the influence of act factor on value perception of brand differed according to the level of commitment, but the positive influence of act factor on value perception of brand was limited to the high-level of commitment group. As a result of the influence relate factor had on the value perception of brand, differences existed between the two groups, and the low-level of commitment group had a greater influence than the high-level of commitment group. So it will be effective for active senior consumers to form fashion communities and let them participate in to enhance positive consumer behavior toward fashion brands.

• Asian Journal of Innovation and Policy
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• v.3 no.2
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• pp.245-261
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• 2014

Knowledge, technology and information have special characteristics different from the ones of normal consumer products and services. Especially the value of such information varies according to external elements such as the provided environment, their method of utilization, and the level and purpose, etc. of the user. In this study, the indicators of information customer value are developed and measured to enhance customer-based values with efforts for making new customers and maintaining existing customers. The result is as follows: 14 customer value indicators were developed. Among the indicators, value gained versus effort, reduced time for research idea investigation and savings in time searching for equipment, and tools and materials got the highest score, which means that time-saving effects were the most important. The field study of this paper was conducted from information users in the field of national R&D, and thus future studies could be conducted in various industries in many countries to attain generalized results.