• Journal of Korea Entertainment Industry Association
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• v.15 no.5
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• pp.19-31
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• 2021

This study investigates how domestic entertainment companies' CSR activities, risk management, and producing abilities affect consumers' perception of their integrated brand assets. A survey was conducted on college students enrolled in a four-year university, and a total of 423 data were used for analysis. The result indicates the following. First, consumer evaluation of economic activity and philanthropic activity showed a positive causal relationship with the perception of integrated brand assets. Second, the higher the risk management and producing ability on evaluation of entertainment companies, the more positive the perception of integrated brand assets. Third, the main effect of producing ability was found to be significant among the four companies. In addition, regardless of the evaluation level of CSR activities and risk management, the group with a high producing ability evaluation showed a higher perception of integrated brand assets than the group with a low level of evaluation.

• Korea Trade Review
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• v.42 no.4
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• pp.115-138
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• 2017

To prove the effectiveness of global brand strategy, this paper tries to analyze the effects of brand globalness on brand attitude and behaviors. In addition, the moderating effect of consumers' cultural intelligence is assessed in the influence of brand globalness on brand attitude and behaviors. Based on the analysis of two hundred seven consumers, it is founded that the brand globalness has a strong influence on brand credibility and benevolence which exerts brand royalty as expected. In this process, however, the moderating effect of consumers' cultural intelligence is shown to be statistically ineffective. This implies that the global brand strategy is useful regardless of individual consumers' cultural intelligence.

• Journal of Digital Convergence
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• v.11 no.2
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• pp.413-418
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• 2013

This paper studied the revitalization of brand identity. We analysed smartphone applications development company's brand identity and presented revitalization case. Brand revitalization is achieved through the ongoing communication of companies and designers. And should reflect the company's brand strategy.

• Proceedings of the Korean DIstribution Association Conference
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• 2006.05a
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• pp.141-164
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• 2006

오늘날 새로운 마케팅 기법으로서 고객중심적인 체험마케팅의 중요성이 증대되고 있다. 본 연구는 여성화장품 소비자의 체험마케팅이 브랜드 인식에 미치는 영향을 파악하는데 목적을 두고 있다. 연구는 설문조사를 통해 수행하였으며 설문조사는 국내 한 화장품회사의 체험행사에 참여한 여성으로 하였다. 설문은 체험마케팅 참여 전과 후로 나누어 두 차례 동일한 상대를 조사하여 그 결과를 비교하였으며, 연구결과 첫째, 체험마케팅 행사 참여 후 브랜드인지도의 향상은 유의한 것으로 나타났고. 둘째, 체험마케팅 행사 참여 후 브랜드 신뢰도도 유의하게 향상된 것으로 나타났다, 셋째, 체험마케팅 행사 참여 후 브랜드충성도도 유의하게 향상된 것으로 나타났고 넷째, 체험마케팅 행사 참여 후 브랜드이미지도 유의하게 향상된 것으로 나타났다. 따라서 본 연구는 소비자의 브랜드 인식을 향상하는데 있어 체험마케팅의 효과가 입증되었다.

• Feed Journal
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• v.4 no.8 s.36
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• pp.100-105
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• 2006

한미 FTA 등 개방화의 물결 속에 우리 축산물이 경쟁력을 갖기 위해서는 품목별로 차별화된 전략이 필요하다. 농림부는 제품의 '이름을 내걸고' 정면 승부하는 브랜드 축산물의 생산ㆍ유통을 통해 시장차별화 및 국내산 축산물의 경쟁력 제고를 꾀하고 있다. 특히 규모화ㆍ전문화된 생산조직을 중점적으로 지원ㆍ육성해 축산농가의 안정적 판로확보 및 소득보장에 힘쓴다는 계획이다. 지난 5월에는 축산물 브랜드 37개 경영체에 대해 1천43억을 지원하는 내용의 2006년 축산물 브랜드사업 지원대상 경영체 및 지원금액을 확정했다. 브랜드 난립을 방지하기 위해 금년도까지만 신규 축산물브랜드 경영체를 선정, 2013년까지 집중지원해 우수 브랜드로 육성하는 것을 골자로 하고 있다.

• The monthly packaging world
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• s.322
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• pp.69-72
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• 2020

국내 최고의 브랜드와 상품 패키지디자인을 선정해 시상하는 '제25회 베스트 브랜드 & 패키지 디자인 어워즈(The 25th Best Brand & Package Design Awards)' 시상식이 지난 1월 10일 서울사이버대학교에서 개최됐다. (사)한국상품문화디자인학회(회장 김윤배)와 한국경제신문사의 공동주최로 진행된 이날 시상식에서는 농업회사법인 진영농산(주)의 '서울아내와 원래농부/김치패키지'가 베스트브랜드 & 패키지디자인 종합대상을 수상했다. 베스트 브랜드 & 패키지 디자인 어워즈는 브랜드와 패키지 디자인에 관한 연구와 학술활동을 지속해온 한국상품문화디자인학회에서 기업들의 상품개발 의욕과 디자인 역량 강화를 위해 1995년부터 진행하고 있다. 다음에 '제25회 베스트브랜드&패키지디자인어워즈' 수상작을 살펴보도록 한다.

• Journal of Digital Convergence
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• v.11 no.2
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• pp.167-174
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• 2013

In this study, we intended to show the interaction effect between brand reputation and chronic regulatory focus, and intended to show mederatory effect as an interaction as well as the main effect of two variable. To this end, Pulmuone(a high level of brand reputation) and Green(a low level of brand reputation) as parent brand and cosmetics as extention product were selected. The results of the study are as follows: The first, on brand extension evaluation, a high level of brand reputation was more positive than a low level of brand reputation. The second, brand extension evaluation was mere positive in the promotion focus group than in the prevention focus group. The third, In case of high level of brand reputation, there was no significant differences between the prevention focus group and the promotion focus group in brand extension evaluation. On the other hand, low level of brand reputation, there was significant differences between two variables. Therefore, we found the interaction effect between promotion focus group and prevention focus group.

• Journal of the Korea Society of Computer and Information
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• v.8 no.3
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• pp.170-178
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• 2003

The income range of Korean households goes both extremities over a period of several years, and the consumption shows same phenomenon as well. The prestige market that brings a stable sales and profit for the corporations is full of foreign prestige brands in Korea. Furthermore, the market share of imported prestige brands is growing rapidly. Nevertheless, Korean corporations are still focusing on mass market and even acknowledge the comparative competitiveness of global prestige brands. This thesis aims to analyse the current prestige market and the strategy of global prestige brands in Korea, and to propose the strategy for Korean corporations.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.14 no.9
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• pp.4248-4257
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• 2013

This study is to examinate an empirical study how effect of co-brand benefit(symbolic, functional, experiential) and brand charisma upon repurchasing intents in co-brand of agriculture goods, that is first power brand in chungnam provinces if korea. specifically this study conceptualizes that brand charisma to co-brand influence repurchasing intents. which leads to customer relationship management. In these brand charisma would have the moderating role between co-brand benefit and repurchasing intents. In the empirical analysis, we found that symbolic & functional benefits of co-brand and brand charisma would have a positive affect repurchasing intents. I verified the assumption that brand charisma of agriculture would moderating role between brand benefits and brand rebuying intents in the agriculture co-brand, and the result partially supported that assumption of it. Several strategies and suggestions for increasing persuasion of agro brand charisma are inferred from the results.

• The Journal of the Korea Contents Association
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• v.6 no.7
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• pp.119-126
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• 2006

The purpose of this study is to compare employee's job satisfaction in the Korean and Foreign brand restaurants, and to suggest some guideline for efficient human resource management. Korean and Foreign brand restaurants are highly showed high vision, pride oneself, and job satisfaction in the restaurant business but payroll is recognized low. Overall job satisfaction is recorded highly in the Korean brand restaurants, but turnover intent is for high foreign brand restaurants. Payroll is the strongest correlates of employee turnover. The guidelines are to continuous evaluation, monitoring about job satisfaction as well as incentive for the high achievement, to establish distinct employee program for reaching high goal & achievement, to provide opportunity self -development and motivation for raising worker's skill, and to utilize regularly video program which discuss complaints between employee and seniors.