• The Journal of the Korea Contents Association
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• v.21 no.7
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• pp.206-221
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• 2021

The demand of social responsibility for corporate is increasing gradually. The corporate can't secure the royal customers only with the effort of securing the competitiveness through the product, service quality. The corporate should act actively in order to satisfy the social expectation required by customers. With this background, this study conducted the survey that can verify the effect of how usual interest in corporate social responsibility interacts in order to investigate the difference depending on the characters of customers and how the corporate social responsibility has led the brand performance. As a result, the legal and economic responsibilities were found to have significant influence in forming the corporate brand image and the favorability. The ethic responsibility was found to play a key role in forming the reliable image but have the negative impact in forming the achievement image, innovative image. In terms of the effect of social responsibility on the corporate brand performance, the usual interest on the social responsibility was found to have no impact as a regulatory effect.

• Land and Housing Review
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• v.3 no.4
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• pp.323-331
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• 2012

The importance of corporate social responsibility has been more highlighted recently for the sustainable management of the company. The purpose of this study is to empirically find out if the effects of CSR activities on public corporation are shown as same as they are on the private companies which have been verified in the previous studies. We set 'CSR activities' and 'Brand Image' to the independent variables and 'Corporate favorableness' and 'Purchase intention' to the dependent variables. The empirical analysis results are as follows. We have found that high positive causal relations are shown in 'CSR activities' ${\rightarrow}$ 'Corporate favorableness', 'CSR activities' ${\rightarrow}$ 'Purchase intention' and 'Brand image' ${\rightarrow}$ 'Corporate favorableness', 'Brand image' ${\rightarrow}$ 'Purchase intention'. Therefore just as product related 'Brand image' influences positively on purchase intention, the CSR activities have positive influence on product purchase intention and on the whole corporate image as well.

• 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.

• Proceedings of the Korea Society of Design Studies Conference
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• 2005.10a
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• pp.240-241
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• 2005

• International Area Studies Review
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• v.20 no.2
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• pp.141-172
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• 2016

The aim of this study was to view Korean Hallyu stars, the advertisement models of Korean cosmetics brands, as human brands in the Chinese cosmetics market. Furthermore, this study attempted to verify whether the attributes of human brands, such as reliability, professionalism, attraction, intimacy, similarity and favorable impression, affect Chinese consumers' affection toward Korean celebrities, and whether such Chinese consumers recognize the authenticity of the products, sellers, and companies of Korean cosmetics brands advertised by Korean stars. The results of empirical analysis indicated that among the attributes of Korean stars, the advertisement models of Korean cosmetics companies, Chinese consumers' affection toward Korean stars was positively affected by reliability, attraction and similarity, but not by professionalism, intimacy and favorable impression. Furthermore, results showed that the consumers' affection toward Korean stars positively affected the authenticity of the brands advertised by the celebrities.

• Asia Marketing Journal
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• v.3 no.2
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• pp.92-114
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• 2001

최근 들어 브랜드 개성이 소비자들의 마음속에 지각된 브랜드를 차별화 시킬 수 있는 중요한 수단이라는 인식이 증가하고 있다. 그럼에도 불구하고 브랜드 개성에 대한 연구는 아직까지 체계적인 연구가 진행되지 못하고 있다. 본 연구에서는 브랜드의 자아표현적 역할에 초점을 맞추어 브랜드 개성이 소비자행동에 어떻게 영향을 미치는가를 자아이미지와의 일치성과 관련하여 실증적으로 규명하였다. 본 연구의 결과를 요약하면 소비자들은 브랜드의 개성이 자신의 이미지와 일치할 때 해당 브랜드에 더욱 호감을 갖고 있었다. 특히, 제품에 대해 상징적 가치를 높게 지각하고 있는 헤도닉 태도가 높은 소비자의 경우에는 브랜드 개성과의 자아이미지 일치성이 브랜드 태도에 중요한 영향을 미치나, 헤도닉 태도가 낮은 소비자의 경우는 브랜드 개성과 자아이미지의 일치성이 브랜드 태도 형성에 중요하게 고려되지 못하였다.

• Journal of Korea Society of Industrial Information Systems
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• v.12 no.5
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• pp.110-119
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• 2007

In an extended enterprise, there is a shift to shared services, cosourcing and outsourcing, and extending out to partners, suppliers, and customers to accomplish business objectives more effectively. Along with this critical need, executives should be aware of the need to focus on optimizing the value of their information technology and reducing the related risks. So IT governance is critical, and many companies including spin-off venture are providing IT governance solution, but very little is known about brand management and marketing strategy of IT governance solution provider. The purpose of this study is to investigate brand positioning of IT governance solution company focusing on spin-off venture. The results of this study are summarized as follows. First, brand management is needed in the spin-off venture. second, IT governance solution companies including spin-off venture must provide something more than functional value. That is, they actively seek to emotional or symbolic value for their customers.

• The Journal of the Korea Contents Association
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• v.12 no.5
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• pp.154-162
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• 2012

We can expect an effective color marketing to build up a positive industrial image as it is easy for consumer to approach due to the ability of colors to affect human consciousness and sub-consciousness more than any other factor. The purpose of this research is to draw attention to the importance of color communication and to find strategies to elevate the brand image by surveying the degree of influence color communication has when forming a brand image. In order to conduct effective research, we executed theoretical and collaborative analysis through research materials and documents. If you take a look at the outcome of this research, brands that brings credibility and likability to its customers are not brands that uses color communication, but brands that utilize marketing strategies that build up credibility for quite some time. Also, preference over colors are distinctive. It turned out to be that the color of a brand logo that one likes has very little to do with one's favorite color. When people choose a brand, they are choosing the brand not because of the color of the brand logo, but its credibility and likability that the brand offers. It proves that the color of the brand logo has nothing to do with the colors that people prefer. The relationship between the color that consumers prefer and the image and emotional color that forms brand image is negligible. However, since research shows that there was a relationship between the color you prefer and the emotional color that forms brand images, it seems to be important to figure out what color customers prefer rather than the color that shows customers' self image. Unlike existing color communication research, through this research, we would like to know how to utilize the color communication strategically in the forming of brand images and take a look at the relationship between customers' preferences and the image of each brand logo's emotional color.

• The Journal of the Korea Contents Association
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• v.20 no.7
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• pp.379-391
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• 2020

The growth paradigm that has led Korea for the last few decades is now reaching its critical point. Rather than focusing on the outcomes created by severe competitions of individual companies, a growth based on win-win system and solidarity focusing on public interests is more called for. In this background, I would like to examine the concept of corporate publicness and what factors consist of it. The study aims to verify a causal relationship that corporate publicness affects the corporation's social responsibility and consumers' favorability and credulity toward the company, and looks for the possibility that corporate publicness is recognized as a corporation's substantive competitiveness and an important management activity for its sustainability. The results of the study shows that corporate publicness is composed of 5 dimensions: sincerity, activeness, pursuit of public interest, harmony, and community spirit. Then the study statistically verifies that corporate publicness significantly has a positive impact on the overall evaluation results of a corporation's social responsibility. Lastly, the study confirms that corporate publicness and socially responsible activity of a company have a positive influence overall on the attitude toward the corporate brand. Based on these results, an implication is drawn that strengthening corporate publicness and its practice in action should be emphasized for a corporation to keep making outstanding performances in a sustainable way.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.19 no.10
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• pp.2241-2246
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• 2015

Recently for efficient management, companies have collected and investigated information about customers' feedback by using a system that analyzes big data from social media. This paper proposes more accurate and efficient evaluation method of collecting and investigating customers' feedback using social big data for travel agency, which is representative company of hospitality industry. First, it designs service model and, as a test-bed, analyzes media channel, customer satisfaction, and brand-image etc. of big 5 travel agencies in Korea. In addition, we suggest an analysis result of evaluating preference with positive rate and negative rate by proposed evaluation method. It allows a travel agency to know which area should be improved corresponding to evaluation item; thus, suggested evaluation method is effective to manage customers even more efficiently.