• The Journal of the Korea Contents Association
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• v.21 no.8
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• pp.442-454
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• 2021

Many domestic and international airlines that experienced dramatic recession due to COVID-19 pandemic are carefully being ready to normalise operations as a number of governments has begun to vaccinate for COVID-19. So with the same market share from domestic to short distant international services, the competition between Full Service Carriers (FSC) and low cost carriers (LCC) is anticipated to be more intensive. To explore the concepts such as the perception, value, attitude and faith of the object, this study implements Q methodology proposed to complement the limitations of quantitative and qualitative research methodology. As a result, the consumers of airlines' brand are divided into three types - the type of utility seeking, value-oriented and task-related. Using Q samples which consist of 25 statements, this study specifically approached the traits of each type by observing the subjectivity with the comparative P sample group that is made up for 20 participants. By discovering the type of FSC and LCC's brand asset and comparing the recognition of consumers, not only does this study evoke the need for a strategic direction of the effective management of Airlines' Brand asset but also have a signification in the way that especially provide hypotheses for follow up studies.

• Fashion & Textile Research Journal
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• v.24 no.3
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• pp.289-302
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• 2022

This study aimed to provide information to establish a service strategy in cross-border e-commerce through an assessment of consumer satisfaction with a cross-border shopping channel and "amazon global store" managed by 11street, a domestic e-commerce corporation. The influence of brand familiarity with amazon as a global retail brand was tested. The mediating roles of the perceived value and risk of both cross-border shopping and amazon global store were investigated; the moderating role of the domestic e-commerce corporation was also studied. An empirical study was conducted on consumers who had experience using the amazon global store managed by 11street. To verify the hypothesis, data from 200 people was analyzed using PROCESS macro 4.0. The results indicated that familiarity with global brands did not have a direct effect on consumer satisfaction; the effect of global retail brand familiarity on consumer satisfaction was mediated only by the perceived value of cross-border shopping and amazon global store, not by the perceived risks. E-commerce corporate credibility showed a moderated mediation effect by mediating functional values of the amazon global store. For consumer groups with a credibility level of medium and above, the interaction effect of brand familiarity and corporate credibility was significant.

• Korean Institute of Interior Design Journal
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• v.23 no.1
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• pp.143-151
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• 2014

Nowadays, space branding becomes more important since it reflects and synthesizes the diverse experiences of the consumer. The objective of the research is to present the new possibilities that space branding offers by analyzing the brand strategy and the design characteristics of branded hotels, which are being projected as constructed branded environments. By integrating the brand with visible or invisible elements of the hotel, such as unique space planning, service, and consumer experience, a branded hotel can be a good vehicle to reflect fast changing consumer lifestyles and trends; it enables the consumer to experience brands in his or her everyday life, and it conveys the overall image of the brand by considering the consumer's multi-sensual experiences. The study processed with theoretical research which is related to the hotel space and branded environment. Four brands were selected with distinct business area and brand strategy, and studied to analyze the strategy and the characteristics of the branded environment in a branded hotel. In particular, the case study attempted to evaluate the distinctiveness of the branded hotel's spatial design by comparing each brand's representative flagship store with the hotel. As a result, four characteristics of branded environments in branded hotels were identified, namely, strengthen brand image, consistent brand strategy, extend brand perception, spatialize brand experience. Armani emphasizes their consistent brand image by applying similar design methods in both retail stores and hotel spaces. IKEA, in contrast, applies not their design identity but their brand concepts like practicality, efficiency, and low prices. Pantone gives an expanded brand experience by using synesthetic sensual stimulation using their color system. Missoni mixes and composes their patterns and materials in a three-dimensional manner and strengthens design possibilities and spatiality. This study suggests specific design methods to construct a branded environment in a branded hotel and offers new strategic directions for space branding.

• Korean Business Review
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• v.17 no.2
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• pp.131-159
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• 2004

The purpose of this paper is to propose and test a conceptual framework that investigates the effects of perceived service quality on customer satisfaction, attitude toward brand(Ab) and customer loyalty. To test the framework, structural equation modeling are applied to data collected from 210 samples in mobile phone service industry. The results of this research indicated that interaction quality and outcome quality of perceived service quality are positively on customer satisfaction, but the outcome quality is stronger influence than interaction quality. The findings also show that outcome quality effect on directly Ab and then interaction quality effect on indirectly Ab through customer satisfaction. But There are no effect outcome quality, interaction quality and Ab on customer loyalty without customer satisfaction effect. These results include implications that mobile phone service company should have customer satisfaction to retain customer and customer loyalty.

• The Journal of the Convergence on Culture Technology
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• v.10 no.3
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• pp.851-860
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• 2024

This study analyzes the impact of online streaming services, particularly Over The Top (OTT) services, on consumer media consumption patterns in the digital age. It examines how consumer-centric service values affect OTT platform choice, consumer satisfaction, and brand loyalty, focusing on various factors such as content diversity, ease of use, affordability, brand awareness, and personalized services. The findings reveal that content diversity, ease of use, and affordability are significant factors positively influencing consumer satisfaction and brand loyalty, thereby motivating OTT platform selection. Contrary to expectations, personalized services did not have a significant impact. This research provides critical insights for OTT service providers to enhance consumer-centric values and develop competitive service strategies.

• Journal of the Korea Institute of Building Construction
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• v.8 no.1
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• pp.77-82
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• 2008

In the housing market, the construction company started to recognize the importance of the brand power since 1998. Many brand names of apartment construction company have newly formed and many apartments are representative of the brands of construction company by quality of apartment construction and service after hand apartment over to owner with many other elements of their brands. According to these trends in the housing market, it should be also interested in improving the value of brand name in apartment construction. The former researches have been achieved several topics in only a specific target market about the distinction of apartment's plan, the examination of preference, and the satisfaction survey of inhabitants etc. But construction company don't have developed any available marketing strategy according to construction location and regional characteristics. Nowadays, they should be interested in improving the value of apartment brand. Therefore, this research was conducted by interviewing and surveying preference factor, which factors are considered by consumer when consumers purchase apartment house, to compare the two regions such as Metropolis and Cities. The purpose of this research is to provide the preference trend of apartment house in the future to construction company by comparing consumer's preference examination.

• Journal of Applied Tourism Food and Beverage Management and Research
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• v.15 no.1
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• pp.19-36
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• 2004

This study was to investigate brand image and its influence on customers perception of fast-food restaurants. A total of 25 brand image attributes were selected on the basis of the literature review and were asked to indicate respondents' perceptions of their image targeting for fast-food restaurants such as Lotteria, McDonald, KFC, and Popeyes. A on-site survey method was applied to collect data. Out of 300 distributed survey questionnaire, a total of 271 useful sample were collected and analyzed in SPSS 10.0. From the factor analysis with 25 brand image attributes, five underline dimensions were identified and named such as interior factor, store factor, atmosphere factor, service factor, and product factor. Then, T-test and ANOVA were conducted to investigate any differences between/among the groups based on those five brand image factors. The results provided that in terms of gender, age, preference for fast food, food cluster, and four different brand, customers differently perceived restaurant brand image. It is hoped that this information may help for restaurant managers and marketers to understand customers' restaurant perception and choice behavior in order to launch appropriate marketing strategies.

• Culinary science and hospitality research
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• v.23 no.3
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• pp.77-88
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• 2017

The purposes of this study were to verify the effects of corporate image on HMR (Home Meal Replacement) brand image, HMR product attitude and HMR behavioral intention. Using a convenience sampling method, the data were collected from those who have bought HMR in Seoul area, Korea. After a total of 350 responses were collected, 342 were used for the analyses. Both standard and hierarchical multiple regression analyses were conducted to test the hypotheses. The results are as follows. First, corporate image and HMR brand image had an effect on product attitude of HMR. Second, corporate image of HMR significantly impacted brand image of HMR. Third, brand image of HMR mediated the relationship between corporate image and behavioral intention. Fourth, product attitude of HMR had an effect on behavioral intention of HMR. These findings provide practical implication and marketing strategies for researchers and marketers regarding corporate image and brand image in the HMR context.

• Journal of the Korean Society of Clothing and Textiles
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• v.28 no.1
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• pp.76-87
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• 2004

The purpose of this study was to investigate the differences in adolescents' conspicuous consumption, and their attitude toward and purchasing behaviors for the imported luxuries and the famous brand clothing. A questionnaire survey was conducted to 570 high school students in Seoul; 538 were used for final data analysis. Factor analysis, cluster analysis, $\chi$$^2$-analysis, one-way ANOVA, Duncan's Multiple Range test were used for the statistical analyses. In terms of conspicuous consumption, three factors were formulated: brand and fashion orientation, others orientations, and prize and import orientation. Based on the factor scores, three clusters were identified: the inconspicuous, the others-oriented conspicuous, and the brand-oriented conspicuous. Regarding attitudes toward the products, significant differences were found in all attitudes. The brand-oriented conspicuous showed more favorable attitude toward the products than the other groups. Significant differences were also found in purchasing behaviors except the companions for shopping and purchase time. The brand-oriented conspicuous tended to purchase more, spend more money, prefer department stores, consider brand name and customer service as the most important criteria, and use impersonal informations sources when shopping the products. The other-oriented conspicuous tended to buy bogus products the most, use personal information and consider price and others' perception as important criteria. The inconspicuous were less likely to buy and spend money for the products.

• Journal of Fashion Business
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• v.18 no.3
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• pp.1-13
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• 2014

This study investigated the store switching behavior of fashion stores targeting college students. A random sample of college students completed a questionnaire that contained measurements of store property, relationship quality, switching intent of store, preference of on/offline store, purchase of brand/non-brand product and monthly clothing expenses. The factors extracted as switching behavior of on/offline fashion store are store property, relationship quality and switching intent of store. Dimensions of store switching behavior in online shopping mall is revealed to be composed of diversity/ easy to search, store reliability, home page layout, sales promotion, reliability, commitment and switching intent of store. Also those of offline store is revealed to be composed of store comfort/salespeople service, product diversity, store location, product price, reliability, commitment and switching intent of store. The significant differences were found between store switching behavior of college students by preference of on/offline store and purchase of national brand/non brand. It is expected that this results can be used as a basic material for further study and setting up the fashion retailing strategies in fashion store for selling non brand products.