• Journal of the Korean Data and Information Science Society
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• v.24 no.6
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• pp.1231-1239
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• 2013

Recently, successful management of the brand is more important than anything else to enhance the competitiveness of enterprises and increase customer loyalty. Most customers evaluate value and image of an enterprise in accordance with their experience of its goods and service. This study focused on the Fisheries Cooperative Association representative brand for the marketing point of view and attitude shall establish a scheme that can identify. We suggest a model that can measure the brand equity index (BEI) for equity. Based on the survey, we intended to provide the strategic direction and derive important factors for improving brand equity.

• Journal of the Korean Society of Food Culture
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• v.32 no.6
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• pp.549-557
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• 2017

As many companies are performing brand management as a marketing strategy to establish long-term relationships with their customers, consumers decide the actual purchasing behavior by understanding the brand attributes of the relevant company based on an evaluation standard of the products. This paper provides the basic data for improving the competitiveness of the coffee shop market continuously, and analyzes the influential relationships between each variable by limiting the brand attributes of the coffee shop and the price fairness factor that would be expected to affect the consumers' purchasing behavior as the cause variables. The results showed that the-out of brand attribute factors of the coffee shop, the brand awareness and perceived quality had significant effects on the price fairness while the influence of the shop image on the price fairness was not verified. In addition, all the brand awareness, shop image, and perceived quality had significant effects on the purchasing behavior while the statistical significance between price fairness and purchasing behavior was verified. The rationality of the price presented by the coffee shop could be judged depending on the quality perceived by the consumers. Similarly, once consumers classified the propriety of price and then perceived that a suitable price had been set up regarding the quality and service provided by the coffee shop, it was highly possible for them to include it in their actual purchasing behavior, despite the higher price than other brands'. Further research on the psychological variables affecting the purchasing behavior by securing more diverse consumers to understand their purchasing behavior for a wide range of research subjects and the generalization of research results, will provide useful data for establishing marketing measures necessary to form strong relationships between consumers and brand in the currently-saturated coffee shop market.

• The Journal of the Convergence on Culture Technology
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• v.9 no.3
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• pp.371-376
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• 2023

Time-honored Brand refers to a product, technology or service with a long history, and refers to a brand that has a traditional Chinese cultural background and deep historical heritage, and has been socially recognized and has formed an excellent reputation. Some Time-honored Brand are developing, but some Time-honored Brand are facing a crisis of survival, and the Chinese government and society are announcing various support policies to strive for continued development. Currently, there is a lack of research on Time-honored Brand in Korea, so this study analyzed the history, current status, and competitiveness of the Chinese cosmetics brand XieFuchun. As a result of the research, XieFuchun is the first cosmetics company in China, has manufacturing techniques inherited from traditional culture, and currently maintains a significant market share. XieFuchun's competitiveness was analyzed using the 5-Forces model, and implications and development models for Time-honored Brand enterprises were presented.

• Journal of the East Asian Society of Dietary Life
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• v.22 no.5
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• pp.701-710
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• 2012

The purpose of this study was to classify customer's satisfaction of coffee shops in term of economic and non-economic satisfaction, as well as to examine the effects of coffee shops image on customer's economic and non-economic satisfaction and customer brand loyalty. For this purpose, we collected data from 301 coffee shops, as well as from customers who visited brand name coffee shops in Seoul, Korea. The result of this CFA shows that this study was valid and reliable. Our findings were as follow: (1) Product and accessibility image of coffee shops influenced customer's economic satisfaction, whereas facility and staff image did not. (2) The effects of product, facility, staff and accessibility image on customer's non-economic satisfaction were significant. (3) Coffee shop image was not influenced by brand loyalty. (4) Economic and non-economic satisfaction had a significant impact on brand loyalty.

• The Research Journal of the Costume Culture
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• v.13 no.6 s.59
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• pp.934-945
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• 2005

The purpose of this study was to investigate the content and presentation style of consumer information of Korean young casual apparel brand. To collect the data for this study, the representative 25 casual brand web sites were selected, based on major search engines. In addition, to investigate exact product information, four product categories, knit shirts and casual pants for men and women, were selected and the number of products was limited as maximum 15 products per each category. A coding instrument was developed to capture the consumer information, based on the instrument by Park and Stoel(2002). The Pretest was conducted to gauge inter-coder reliability and the results showed that inter-coder reliability was highly acceptable. The results of this study were as follows. Most casual brand web sites for this study were presented well in brand and customer service information. Especially, many web sites provided various engaging information such as various events(best dresser contest, date with a star, special gift) and useful multimedia file(MP3 music file, screen saver, movie, calender). However, product information was very lack in most web sites. Especially, sizing and fitting information and textile and fabric hand information were rarely provided. Therefore, this result showed that the web sites should provide more specific product information and develop devices to get tactile sensory and experiential information for enhancement of future e-commerce of apparel products.

• Journal of the East Asian Society of Dietary Life
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• v.20 no.1
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• pp.149-158
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• 2010

The domestic specialized coffee branch market is growing both in size and sales, and the competition between different brands is increasing. The goal of this study was to divide the customer's consumption motivations into utility usage motivation, hedonic usage motivation, and ostentation usage motivation and to determine how each motivation influences the attitude, satisfaction and loyalty toward the brand. The results can be summarized as follows. (1) Hedonic motivation and ostentation motivation with the exception of utility motivation were shown to have an effect on brand attitude. (2) Brand attitude was shown to have an effect on satisfaction and loyalty. (3) Satisfaction had an effect on loyalty. However, if the satisfaction was low, the intentions for subsequent visits and positive oral transmissions decrease. The result of this study showed that establishing positive brand attitude, satisfaction and loyalty to customers with pleasure and ostentation motivations is effective. Moreover, marketing activities such as cultural and playful events should be emphasized for customers with hedonic motivations, while environments with better atmosphere and careful service should be provided to customers with ostentation motivation.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.9
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• pp.427-438
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• 2020

This study aims to analyze and confirm brand awareness' role in influencing the repurchase intention both directly and indirectly on customer satisfaction variables and repurchase intention variables. The contribution brought by this study is to reflect manifest variables such as recall, purchase, and consumption. The number of respondents in this study was 200 samples using the online survey data collection method (Google form), while the research approach is quantitative explanatory. The data analysis test tools include the Structural Equation Modeling (SEM) approach with AMOS as a statistical data analysis software and Sobel test to indirectly test the relationship. This study consists of four hypotheses, of which three hypotheses are positively and significantly related (brand awareness on repurchase intention, brand awareness on customer satisfaction, and customer satisfaction on repurchase intention). Through indirect relationship, namely, brand awareness on repurchase intention through customer satisfaction, the study showed no significant effect. In a comprehensive way, this study emphasizes the factor of customer satisfaction as a determinant of consumer loyalty and repurchase intention. Therefore, creating optimal customer satisfaction, service excellence, promotion and massive advertising, guaranteeing the safety and ease-of-use apps, and ease of shopping, especially for e-commerce industry, is a serious concern.

• Journal of Digital Convergence
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• v.13 no.1
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• pp.463-468
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• 2015

A study on how a launcher as smart phone application was utilized as brand communication by deriving a characteristic element that could be changed into an extended function which carried out brand communication function going beyond the basic function of launcher pre-installed for the purpose of UI differentiation according to each device brand. In the results of analyzing the items and features of brand communication shown in each detailed item after classifying properties of launcher components into that of home component and personalization function element, (1) brand image identity element and (2) service marketing commitment element was derived.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.4
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• pp.423-431
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• 2021

This paper examines the impact of university social responsibility on brand image and student satisfaction. Social responsibility impact on consumer behavior has been studied extensively. But the same impact has not been rigorously tested to the same extend in the education sector. Firstly, we analyze the perception of university social responsibility (USR) and its components, including (1) the quality of teaching programs, facilities, and academic staff; (2) supporting learning activities; and (3) human resource policies. Secondly, we investigate the relationship between university social responsibility, brand image, and student satisfaction. The study examined these relationships through a proposed economic model based on answers from a survey of 298 students at the University of Food Industry Ho Chi Minh City. From the above survey data, the author proceeds to quantify variables and, based on Cronbach's Alpha reliability coefficient, EFA factor analysis, and linear regression, to measure the impact of each social responsibility factor on business of the university and student satisfaction. The results show that university social responsibility actually affects the university's brand image and student satisfaction. Our findings suggest that universities should develop an appropriate marketing strategy to reinforce brand image and student satisfaction through the university social responsibility model.

• The Journal of the Convergence on Culture Technology
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• v.9 no.3
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• pp.557-567
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• 2023

The rapidly evolving social platform marketing landscape has led businesses to increasingly rely on social platform influencers for brand and service promotion. Despite growing interest in these influencers, there remains a dearth of empirical research examining the impact of their characteristics on consumer attachment and brand loyalty. This study, therefore, investigates the relationships between social platform influencer characteristics, consumer attachment, and brand loyalty. An online survey targeting Chinese consumers was conducted, and a total of 360 responses were analyzed using SPSS and AMOS software. The findings reveal that among the various social platform influencer characteristics, reliability, professionalism, and intimacy significantly influence consumer attachment. Furthermore, it was confirmed that higher attachment to a social platform influencer leads to increased brand loyalty.