• Journal of the Korean Society for Library and Information Science
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• v.47 no.3
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• pp.296-320
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• 2013

The primary purpose of this study is to understand academic library service as a brand and a set of brand offerings. Based on previous studies, the study has built a classification of three distinctive perceptual aspects of library services; perceptual aspect of the service, experiential aspect of the service, and functional aspect of service. Eleven measurement items and 45 questions that are subject to the items are studied and employed from previous studies, each of the items were allocated through Item Response Theory (IRT) test and cluster analysis to filter in items of substantial contribution to the constructs as well as filtering out less contributable ones. The study shows there are 27 effective items to understand and measure library service as a brand.

• Journal of the Korean Society for Library and Information Science
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• v.58 no.3
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• pp.217-246
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• 2024

In this study, a place branding model for public library was designed to revitalize public libraries' user visits by modifying and extending the Cai(2002)'s Place Branding Model. By applying this model, an example of creating a brand image of a public library was presented, and it was verified that this example is suitable as a brand image. To this end, literature research on the place branding models and brand marketing was conducted, and the types and contents of marketing suitable for the place branding model of public library were founded. And to verify that the example of the public library's brand image created by applying this model is suitable as a brand image, A survey of user perception was conducted on the brand image and brand identity of the applied library for this model, and the results of the survey were used to analyze the correlation and simple regression between these two variables. In this way, this study is meaningful in increasing the realization and real potential of place branding for promoting public libraries' user visits through the design and application of a conceptual model that embodies the place branding of public library.

• Journal of the Korean Society for information Management
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• v.32 no.3
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• pp.237-260
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• 2015

This study attempts to investigate the perception of professionalism of librarians in public libraries and difference in that regard between librarians and library users in terms of branding and brand communication. To achieve this goal, a series of statistical analysis was conducted using a questionnaire survey of librarians in public libraries and library users. The results showed that brand communication between public librarians and library users is inactivated for each element. Therefore, they need external branding that relates to the public libraries and librarians characteristics in professionalism for library users and internal branding that relates to librarian's professionalism and the expertise of librarians so as to improve brand communication further.

• Journal of the Korean Society for Library and Information Science
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• v.47 no.4
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• pp.275-294
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• 2013

This study utilizes structural equation modeling process to identify contributing factors that have been extracted through the first study of exploring library service and image building related factors. This study, specifically, tests the relationships between endogenous and exogenous variables that are assumed to have inherent relationships when building public library service image. As denoted from the first study, this one uses three dimensions and nine conceptual level constructs and 20 different measurement items for further test. The results of this study is that particular items to measure the image for the users would not have been fitted to the other set of samples. Also, there are differences between the two employee groups in the recognitions of images.

• Journal of the Korean Society for Library and Information Science
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• v.56 no.1
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• pp.321-345
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• 2022

Public libraries have been facing new challenges as the number of channels providing information resources has been increasing due to information and communication technology development. The perception of public libraries of the general public is that they should continue to play a substantial role in information services. However, the libraries' environments are changing, and the public's needs are diversifying, so public libraries also need to differentiate themselves from other organizations that provide similar services. This paper proposes branding as a solution to create differentiation. The study conducted a questionnaire survey with Koreans in their 20s. A series of statistical tests with the survey data showed the impact of the brand association elements on customer satisfaction and brand loyalty and identified unique factors in public libraries. For example, Brand associations such as material-based services, benefits, and attitude affected both dependent variables. On the other hand, the non-product association such as space/place images did not. Based on these findings, we provided implications for introducing branding in public libraries.

• Journal of the Korean Society for information Management
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• v.28 no.4
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• pp.221-242
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• 2011

The changes of university entrance system which is affecting public library management and services, and current situation of private education market were analyzed for this study. It was revealed that we have several competitive forces that determine library service justification in Korean service environment(market) which has not experienced in the developed countries. The elements of private education may drive competition in the book reading service industry. Such elements effectuate serious problems and discourage library service marketing to the user. For a sustainable competitive advantage, English language collection and reading program model was developed for library marketing strategies(as applying leverage).

• Journal of the Korea Society of Computer and Information
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• v.24 no.10
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• pp.129-137
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• 2019

In this paper, we propose the purpose of this study is to examine whether the library's creation shared value activities in China and Korea affect brand quality, social status, and the influence of each variable according to the Chinese and Korean groups. To achieve the purpose of this study, the survey was conducted using questionnaires to users who have used the Big Data Sharing Service in Korean and Chinese libraries. A total of 500 questionnaires were distributed to participants in the study, and 460 of the recovered questionnaire were used in the final analysis, which eliminated unfaithful responses. The data collected through the survey were analyzed as frequency analysis, reliability analysis, confirmed factor analysis, and structured model using statistical programs SPSS22 and AMOS22. The results of the research identified through the empirical analysis of this study are as follows. First, the CSV activities of the library's big data have a significant influence on the brand quality and social status. Second, brand quality and social resistance has a significant positive effect on continuous use intention. Third, the influence of the CSV activities in Korean and Chinese libraries has been found to be partly different. Through the conclusion and discussion section, the theoretical implications of this study, practical implications and in-depth discussions on the limitations of the study and its future direction were presented.

• Journal of Korean Library and Information Science Society
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• v.49 no.2
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• pp.1-23
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• 2018

The goal of this study is to suggest policy tasks for the public library in Seoul. For this goal, researcher compared macroscopically the gap between the Seoul city and the global competitiveness city using the core index of the public library, and analyzed microscopically the level of the Seoul city and the metropolitan cities and provinces focusing on the public library infrastructure and service index. Next, researcher evaluated the public library policies by linking the "2030 Seoul City Master Plan" and the "Library and Reading Culture Revitalization Plan". Based on the results, researcher proposed branding for global knowledge culture capitals, advancement of core competencies and systems of libraries, composition of citizen centered knowledge culture ecosystem, maximization of citizen's service satisfaction and expected benefits as future-oriented policy tasks of public libraries in Seoul.

• Journal of the Korean Society for Library and Information Science
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• v.56 no.4
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• pp.129-159
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• 2022

This study generated primary data for supporting the place branding as a part of the library advertising and marketing strategies to increase public library visits. The literature review enabled the use of the place branding concepts to discover the relationships among the constituent parts, factors, expected outcomes, and loyalty, then to develop the research model and the hypothesis, which were verified using the Structural Equation Model. There were 34 research hypotheses, of which 21 were adopted. The place image factors such as library reliability, library reciprocity, and library safety were found to be significant. This study derived social contribution value as new place value and place image factors as the potential brand image of public libraries. It helped select the place image factors that best fit the local library's core values (i.e., place value). This study is meaningful because it is a fundamental study to introduce place branding in public libraries as an advertising and marketing strategy. And it is expected that public libraries will grow into high-quality brands with high awareness, loyalty, and secure leadership in the local community.

• Proceedings of the Korean Society for Information Management Conference
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• 2015.08a
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• pp.11-15
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• 2015

데이터 사이언스가 경영, 학술, 교육 등의 전 영역에 확산되면서 변화를 이끌어내고 있다. 문헌정보학과 도서관의 입장에서 데이터 사이언스라는 대세를 수용하는 전략에 대해서 데이터 리터러시를 중심으로 살펴보았다. 연구 데이터 리터러시, 통계 데이터 리터러시, 실무 데이터 리터러시의 세 가지로 나누어 살펴본 결과, 데이터 리터러시는 데이터와 관련된 기술과 역량을 강조하는 용어로서 문헌정보학과 도서관 현장에서 데이터 사이언스를 주도적인 입장에서 수용하는 브랜드로 육성시킬 필요가 있다고 판단된다.