• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.8
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• pp.1293-1305
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• 2009

Despite the attention regarding the effects of brand extension, there is limited research focused on brand extension in the beauty industry. This study discusses whether the similarity of extensional types and brand fit has any effect on the brand attitude toward beauty brand extension. This study examines the changes in the brand attitude and finds the effect of the similarity of extensional types and brand fits on brand attitude toward beauty brand extension. In the experiment, 4 description type factorial designs were performed. A total of 114 females participated in the experiment that had an experience of visiting a beauty salon. The results are as follows. First, the similarity of an extensional product-type has a positive effect on attitude toward parent beauty brand, while the similarity of extensional service-type does not. Second, there are significant independent and interaction effects between similarity and brand fit, which reveal differential influences on attitudes toward an extended beauty brand. Attitudes toward parent and extended beauty brands were affected by the similarity of extensional types and brand fit.

• The Journal of Economics, Marketing and Management
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• v.9 no.1
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• pp.41-50
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• 2021

Purpose: In general, when a company wants to build a brand, its brand managers research the market and industry trends and then make decisions regarding the brand architecture and brand positioning development. This study was conducted not only in the service industry but also in manufacturing, finance, public institutions, and a variety of other business institutions. This led to a statistically significant difference between the status of external mobile branding for each business sector, and brand commitment and performance. Research Design, Data and Methodology: External mobile brand communication activities influence on employees' brand commitment. External mobile brand communication has a greater impact on employee brand commitment than any other factors. Result: Among the three external mobile branding activity variables, the external mobile brand communication variables have the greatest impact on employee brand performance. This supports the arguments proposed by that external mobile brand communication has a greater impact on employee brand commitment than any other factors. Conclusion: As a result, public institutions, such as ordinary businesses, need to recognize that external branding activities that enhance employee brand performance should be a key management activity. In contrast, financial institutions have the highest leadership activities and employee brand commitment.

• Journal of the Korea Safety Management & Science
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• v.11 no.3
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• pp.199-207
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• 2009

IP Telephony service was restricted to an outgoing call and low quality since the trust domestic IP Telephony service launch of Saerome co. Ltd, in Jan. 2000. However, Interest of IP Telephony service, which is substituted for PSTN, has been highly elated because of the developed equipment softswitch and new technology. This kind of importance and marketing of VoIP are recognized to telecommunication providers. With this trend, they try to administrate customer satisfaction and invest R&D to survive in this hard competition and unexpected change. To achieve this objective, they should try to realize the searching process of the quality decision attribution (QDA). However, there is little research on the aspect of service quality of Internet telephony so far. For this, the investigator established the tangibles, the reliability, the responsibility, the assurance, the empathy, the charge with information sources as core elements. In order to examine the influence of IP Telephony service upon the attitudes toward a brand and the purchase intention.

• Proceeding of Spring/Autumn Annual Conference of KHA
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• 2009.11a
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• pp.272-277
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• 2009

The purpose of this study wat to check CS service and to seek directions of development of CS service in apartment house by investigating the status of CS service and residents' satisfaction of CS service. This study indicates brand apartments provide a variety of CS service for the residents living in the apartment houses. In terms of perceptions and satisfaction of CS service, the study has found that there is growing recognition and needs of CS service and it is necessary to reinforce A/S service in aspect of CS service.

• Journal of the Korean Society of Costume
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• v.60 no.8
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• pp.100-117
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• 2010

The cosmetics industry is executing the experiential marketing strategy, which focuses the brand experiential experience for the connection with consumers and differentiated strategy for the company's brand image, according to the expansion of quality service, which increasingly consume a diverse experience. Among these, the low-priced cosmetics market is trying a variety of experiential marketing to provide positive experience of their product and their brand through a unique service or event to stimulate the motions of young woman, who are changing rapidly, and is actively utilizing the means of marketing to form brand equity for these experiential marketing. Therefore, this study is to find out the effect of customer experiential on the brand equity through a variety of experiential marketing of low-priced cosmetics brand and based on the result, we were able to find out that the experiential marketing is also used as important means of marketing for low-priced cosmetics market to secure the brand equity and to maintain long-term relationship with the customer. This is expected to provide strategic and practical implications to the cosmetic marketing managers for customer management and this will recognize the importance of customer experiential in cosmetic marketing and suggest proper marketing strategy plan. In this study, the multiple regression analysis was mainly uses to find out the influence between the variables for low-cost cosmetic brand but we're hoping to execute a study, which directly and indirectly covers the complete path by using the various parameters, which can be effected on the brand equity.

• The Journal of the Korea Contents Association
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• v.8 no.11
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• pp.286-295
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• 2008

The purpose of this paper is to demonstrate the relationships between brand satisfaction and store loyalty by examining the role of brand trust, store satisfaction and store trust in determining store loyalty in retail service firms. The results of the study are as follows: First, in case of relation exchange consumers, which are characterized by cooperative actions and mutual adjustment of both buyer and seller, brand satisfaction has a positive influence on brand trust, brand trust has a positive influence on store trust, and then store trust a strong positive influence on store loyalty. That is, store loyalty can be build up by combined benefits both brand trust and store trust in relation exchange consumers. Second, in another case of transaction exchange consumer, which are discrete buyer-seller exchange of commodity or performance with minimal personal relationships and no anticipation or obligation of future exchange, brand satisfaction has a positive influence on store satisfaction, and then store satisfaction has a direct influence on store loyalty. So, retailers have to developing strong brands which could help ensure both satisfaction and loyalty.

• Journal of Digital Policy
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• v.2 no.2
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• pp.7-14
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• 2023

The purpose of this study is to emphasize the need for brand equity management to survive in a rapidly changing medical environment by identifying the impact of digital customer experience on brand equity and analyzing the influence of hospital brand equity on word-of-mouth (WOM) intention. The main findings are as follows. As a result of analyzing the effect of digital customer experience on brand equity, the relationship between aesthetic value and brand equity, functional value and brand equity, customer service value and brand equity all showed significant results. In addition, the relationship between brand equity and WOM intention also showed significant results. These findings have practical implications for revealing the importance of the digital service environment in building hospital brand equity, in strengthening relationships with customers and WOM activities, and suggesting the provision of customer services and benefits using digital technology.

• International Commerce and Information Review
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• v.14 no.2
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• pp.121-145
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• 2012

This research was performed to review the marketing PR(MPR) strategy to build the brand image of Chungnam tourism for the inducement of foreign tourist. Because each local governments are looking for the industries of new growth power from the tourism industry recently, we applied the BI strategy of Chungnam tourism with expended BLC model and GRID model after we analyzed the variety of PR situation and tasks to build the Chungnam tourism's brand image in the competitive domestic and foreign tourism industry. In the result of the study, we set up the limited brand image of Chungnam tourism newly; also we derived a specific action plan. First of all, they need every possible means for Brand Awareness PR, Issue PR, Brand Loyalty PR, etc. depend on brand life cycle with the Chungnam's tourism service products. Secondly, for the each tourism service products, it is requiring to repositioning from present position (B, C, D area) to A area by MPR strategy. Finally, many additional MPR strategies should put in to support for building the brand image for the 'Tourism Chungnam'. The strategic SNS public relations are required with considerations of items that are necessarily need to have the reasons and circumstances for the new foreign tourists, so they can have experiences for the Chungnam Tourism. For the existing foreign tourists, we should keep to build relationship in order to give them trusts and to feel sympathy.

• Culinary science and hospitality research
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• v.22 no.3
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• pp.44-54
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• 2016

This study examined the factors that affect the relationship between low price coffee shops service quality and brand image, and rrevisit intention. A total of 225 questionnaires were distributed to consumers, of which 210 were deemed suitable for analysis after the removal of 15 unusable responses. In order to perform statistical analyses required in the study, the SPSS 18.0 Statistical Program was used for frequency analysis, factor analysis, and reliability analysis, correlations, and regression analysis. The results of exploratory factor analysis showed that four factors regarding service quality were extracted from all measurements with a KMO of 0.864 and a total cumulative variance of 73.235%, With regard to brand image, one factor was extracted with a total cumulative variance of 66.497% and a KMO score of 0.885. One factor for revisit intention was extracted that accounted for a total cumulative variance of 60.192% and a KMO score of 0.845. All factors were significant to 0.000 and the correlation between variables was significant. Thus, based on the results, the main research hypothesis that identifies the relationship among service quality, brand image and revisit intention was partially adopted.

• The Journal of the Korea Contents Association
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• v.10 no.11
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• pp.304-317
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• 2010

The study was performed to measure structural relationship among service value, brand image, and royalty of patients in regional public hospitals in Korea. Based on the analysis, the study aims to establish strategic direction of the regional public hospitals. Through a review of related literatures, measurement variables were identified, and a path model was developed for the study. Five regional public hospitals were chosen, and questionnaire has been collected from 387 outpatients and 358 inpatients. The study found that service value has a positive direct effect on brand image, and brand image has a positive direct effect on loyalty. Based on the findings, it is desirable for the regional public hospitals should mange the issues with lower level of perception and those with bigger effect, and establish low pricing strategy with improving the quality of service they provide.