• Korean journal of communication and information
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• v.34
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• pp.244-274
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• 2006

To explore the social construction of the concept of leadership, image of media mogul depicted in the popular business newspaper, the Wall Street Journal, was analyzed. Then, the reconstructed image of the CEO was compared with the firm's stock price change to see their relationship, if any. This paper focused on the case of Steve Case (previous chairman of AOL Time Warner), who was the leader of the world largest media company. The period for the analysis was three years and five months from his inauguration(January 2000) to the resignation(May 2003). In general, CEO of a firm represents the firm itself. Thus, the image of the CEO is highly transcends to the image of the firm as well. Consequently, the image of CEO might have an impact on the firm's performance. Since business newspaper works as one of the most important information intermediaries in the stock market, the image of CEO constructed in the newspaper might be a critical indicator for the investors. The results revealed that media coverage of Steve Case was commensurate with the financial performance, particularly stock price change of the AOL Time Warner.

• Journal of Korea Multimedia Society
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• v.16 no.3
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• pp.388-398
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• 2013

The purpose of this study is to examine that the effects of social philanthropy initiatives the firm's image of corporate social responsibility. The present study analyzed the structural relationship between three motivations of social philanthropy and evaluation of firm, using structural equation modeling as the method of analysis of the data which were collected from surveying 310 random individuals at galleries and performance halls across the nation. The current study found that the focus on customer value positively influenced the firm image, while motivation for enterprise value had a negative effects on the firm image. This study conducted the test of the structural model invariance across the groups. This study also found that the correlation of motivation for customer to the firm image was much stronger in CSV group than its counterpart. In contrast, the correlation of focus on firm enterprise value to the firm image was much stronger in CSR group than CSV.

• International Commerce and Information Review
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• v.19 no.4
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• pp.147-174
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• 2017

Korean companies currently operating in China have made active efforts to undertake corporate social responsibility activities and corporate advertising to improve their image, as well as marketing activities directly related to their products. In this context, this study aims to analyze how corporate social responsibility activities and corporate advertising influence a company's image from the perspective of Chinese consumers. This study also analyzes corporate image, consumer-company identification, and the structural relationship between the consumers' behavioral responses and their evaluation of Korean products. Based on theoretical discussions and previous studies, the study tests five research hypotheses for the development of a theoretical research model. In order to empirically test the research model, data were collected by enlisting and observing MBA students from major universities in China. The results obtained by actual analysis are as follows. First, corporate social responsibility activities and corporate advertising were found to be positively influential on corporate image. Second, corporate image is positively influential on consumer-company identification. The consumer-company identification of Chinese consumers' evaluation of Korean products, and positive evaluation of Korean products in turn induce positive influences on Chinese consumers' behavioral responses. These results suggest that the Korean companies already established in China not only need to enhance a positive corporate image but also have to make efforts to undertake corporate social responsibility activities and corporate advertising activities in order to improve their continuous and long-term relationship with Chinese consumers.

• Proceedings of the Korea Inteligent Information System Society Conference
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• 2001.06a
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• pp.489-496
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• 2001

본 연구에서는 기업의 경영이념이나 특성 등을 시각적 이미지로 표현하는 CI(Corporate Identity) 심벌마크의 설계 및 평가를 위해 Hybrid 감성공학기법을 적용하였다. 먼저, CI 심벌마크에 내재된 기업의 시각적 이미지를 분석하기 위하여 SD평가를 실시하였으며 CI 심벌마크의 디자인 요소와 기업이미지와의 상관관계를 분석하기 위하여 정통적인 감성공학적 접근방식에 해당하는 순향성 감성공학기법을 적용하였다. 최종적으로는 CI 심벌마크의 디자인 요소로부터 기업이미지에 대한 고객의 감성을 자동으로 평가할 수 있는 시스템을 개발하기 위하여 역향성 감성공학기법을 적용하였다. 구축된 시스템은 CI 심벌마크의 설계를 지원함으로써 설계에 소요되는 시간과 비용을 효과적으로 줄일 수 있는 유용한 도구로 장차 이용되리라 기대된다.

• Archives of design research
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• v.16 no.2
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• pp.375-384
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• 2003

This study is on the strategy for establishing successful corporate brand image, by understanding the need for increasing brand value based on the level of brand recognition. In order to carry this out, the PICS (Product Image Concentration System) is suggested, which includes Brand Image Analysis on a high-level, Product Image Programming based on the result of the image analysis, and Product Image Coherency Assessment and Management, resulting in setting up a guideline for gaining competitive advantage and brand management. Brand Image Analysis is a method that utilizes image association to understand brand disposition by analyzing the association pattern among available visual materials to measure the corporate and brand image inclinations. As the next step, Product Image Programming establishes design philosophy and principles based on the analysis of brand image, and the Visual Programming is a process for visualizing the intended product image direction. Lastly, Product Image Coherency Assessment examines whether to incorporate design philosophy and principles or not to arrive at an agreed evaluation criteria for developing designs coherent with the brand image. The PICS (Product Image Concentration System) is a practical method for increasing a company' competitive advantage and managing brand. The expectation on this system is to provide a guideline for applying brand image in design process more objectively. For further study, diversification of image spectrum based on expressive keywords and comparative analysis on images as well as a product image interpretation program to understand the order of visual materials will be necessary.

• International Area Studies Review
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• v.12 no.2
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• pp.251-274
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• 2008

This article investigated competitiveness evaluation of Korean product in German market that it is the most difficult to entry among EU countries in order to gain the upper hand against other MNCs. Specially, this empirical study analyzed product evaluation by using country image, corporate image and purchase experience. As the empirical results, Korean economy image and general image are significant. This means that German consumers have good image for economic, social and cultural image, so these factors influence product evaluation through halo effect. Also, we analyzed the effect of brand purchase experience and knowledge for Korea on product evaluation of German consumer. The results that country competitiveness and image play a role into product evaluation provide implication that we should make not only country image but also developed political, cultural image.

• International Area Studies Review
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• v.13 no.1
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• pp.189-217
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• 2009

This study is to learn if and how company-consumer identification in regard of Chinese consumers influences the consumers' behavioral responses with their evaluation on Korean products. To be learned also is differential influences on company-consumer identification generated by two different factors of corporate image, which are corporate ability and corporate social responsibility, through Structural Equation Modeling. The results obtained by actual analysis are as follows. First, both corporate ability and corporate social responsibility turn out to be positively influential on company-consumer identification. Second, the company-consumer identification as to the Korean companies displayed by Chinese consumers induces positive influences on Korean products, which in turn induces positive influences on Chinese consumers' behavioral responses. These results suggest that in the future the Korean companies already settled in China not only need to enhance corporate ability but also have to give efforts on corporate social responsibility in order to improve their continuous and long-term relationship with Chinese consumers.

• Journal of Intelligence and Information Systems
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• v.7 no.2
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• pp.129-141
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• 2001

Kansei engineering or image technology is a tool to analyze relation between product design components and the impression or feeling of human for physical products. This paper attempts to construct the designer\`s aid tool for developing corporate identity(CI) symbol mark based on the hybrid Kansei engineering. It combines the forward Kansei engineering for translating consumer\`s feeling into design components of CI symbol mark and the backward Kansei engineering for evaluating consumer\`s feeling for CI symbol mark. The semantic differential(SD) evaluation experiment is carried out to find the relations between image and design. The backward Kansei engineering system is modelled by fuzzy neural network. This research is expected to contribute to the development of CI symbol mark that correspond to comsumer\`s image.

• Asia Marketing Journal
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• v.10 no.3
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• pp.103-125
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• 2008

After having changed its corporate brand from LG Fire & Marine Insurance to LIG Non-life Insurance in 2006, LIG Insurance has successfully built the corporate image as the leading insurance financial group by engaging in extensive corporate social responsibility activities. LIG, as 'a partner for sharing precious moments of life', intended to provide customers a new value of an insurance by building up the new corporate brand. It established three values to be shared internally. First was to instill a brand value orientation within the organization. Second, the firm identified the brand's value to be delivered to the customers. Third, they defined the image objective to be communicated to them. Based on these set of objectives, the company designed and implemented an integrated marketing communication(IMC) strategy over several years. The result was a successful transition to the new corporate brand name.

• Korean journal of communication and information
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• v.38
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• pp.7-39
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• 2007

The purpose of this study is to find trend & paradigm of national image ; to review process to be global corporate ; to evaluate brand value of SAMSUNG. Researcher made a study with SWOT analysis and depth survey interview about Interaction and influence between national image and global corporate. The result reveal five type that divided '1 ; Nation-Leading Type(n=10)', '2 ; International Superiority Type(n=6)', '3 ; Typical Influence Type(n=4)'. It found that is very different type. In conclusion, it was ascertained a proposition about 'growth of global corporate is in accord with development of brand value in Korea' through this study. Above all, in this article, the result of this works was provide a momentum ; it is the diverse effects to the global corporate inside and outside of the country.