• Proceedings of the KAIS Fall Conference
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• 2010.11b
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• pp.564-567
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• 2010

본 논문에서는 감귤의 소비자 선호도 조사를 통하여 객관적인 품질기준을 제시하였다. 지금까지 제주감귤의 품질 등급은 선과기를 이용한 크기에 따른 상품 구별과, 농 감협과 일부 영농 법인에서 비파괴 선과기를 이용하여 선별되어진 감귤을 자체적인 브랜드에 준하여 등급을 제시하여 왔다. 그 등급설정은 과학적 객관적이거나, 소비자의 니즈에 의한 것이 아니라 편의에 위한 관행적 등급으로 판단된다. 그 등급 내용을 보면 최고등급 브랜드인 경우 당도 $12^{\circ}Bx$ 이상, 산도 1% 미만을 요구하고, 다음 등급 브랜드인 경우는 당도 $11^{\circ}Bx$, 산도 1% 미만을 요구하는 등 높은 당도와 낮은 산도를 천편일률적으로 적용하여 사용되어지고 있다. 따라서 감귤의 소비자 선호도 조사를 통한 소비자 만족도에 근거하여 당도 4등급, 산도 4등급으로 총 16개로 구분하였고, 이를 바탕으로 1등급에서 5등급까지의 5개의 등급으로 설정하였다.

• Culinary science and hospitality research
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• v.7 no.3
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• pp.69-84
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• 2001

포화된 미국의 외식시장과는 대조적으로 한국의 외식시장은 도입기에서 성장기로의 전환을 맞이하고 있다. 이러한 변화속에서 미국의 외식브랜드들은 한국에 진출하여 다양한 변화와 모험을 겪으면서 다수는 성공적인 전략을 통하여 국내에 입지를 굳혔으며 그렇지 않은 기업들도 있었다. 이러한 현상들은 Porter의 경쟁 전략을 통하여 설명되어질 수 있다. 이는 초창기 미국 브랜드의 국내시장 진출전략이 어떠한 배경으로 수행되었는지를 이해할 수 있으며 또한 최근에 국내에서 빠른 성장세를 보이고 있는 전문 커피숍 시장의 변화에서도 설명되어질 수 있다. 그러나 초기 패밀리레스토랑의 도입배경과 전문 커피숍의 경우는 커피 시장의 세분화정도, 비즈니스 파트너 선택의 기준, 커피 상품과 일반음식과의 소비자들의 다른 인식 등의 몇 가지 다른 점이 있다는 것을 간과해서는 안될 것이다.

• International Area Studies Review
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• v.21 no.2
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• pp.97-120
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• 2017

This study attempted to examine how Chinese consumers' brand authenticity of Korean cosmetic brands are related to brand loyalty through brand aura. In other words, this study observed how Chinese consumers' brand authenticity, which includes product, employee and corporate authenticity related to Korean cosmetic brands, influence on the consumers' brand loyalty through brand aura. To this end, we surveyed Chinese consumers visiting Korean cosmetic brand shops in department stores, discount stores and large shopping malls in Beijing, Shanghai, Guangzhou in China. A total of 400 surveys were used in the empirical analysis. The results of empirical analysis confirmed that product, employee, and corporate authenticity of Chinese consumers have for Korean cosmetic brands positively influenced on brand aura. Furthermore, results showed that Chinese consumers' brand aura of Korean cosmetic brands had a positive effect on brand loyalty. The results of this study provide implications to help Korean cosmetic companies gain a competitive edge in the Chinese cosmetic market by understanding Chinese consumers' authenticity of their brands and building brand images and using differentiated marketing strategies that can induce brand aura.

• The Journal of the Korea Contents Association
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• v.10 no.7
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• pp.220-232
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• 2010

Companies have been difficult to capture the minds of consumers by staying in the sales phase in order to sell products. The marketing and brand management strategies of more understanding consumers and systematically managing for the perception of them are becoming important. Since launched, EXR has implemented a systematic brand management process from its early stage. Based on the idea of 'brand asset by customer' by Kevin Lane Keller that the total of consumer brand knowledge ultimately completes the company brand power, 'brand asset', to satisfy areas of 'functionality' and 'design', EXR pioneered its ultimate brand asset which is 'CAPORTS' and established its own identity called, 'PROGRESSIVE'. For the success of a brand management, there must be a clear vision supported by the determination of a specific brand identity. Also, it needs to be shared by members of the organization, and to maintain and manage it in the long run, an integrated management strategy is essential. On the basis of such identity, EXR was able to carry out the integrated management for its brand and the overall implementation of the marketing strategy. Therefore, In this study, we seek for a sustainable brand management strategy of fashion brand by looking into the process of the EXR's brand establishment.

• Journal of the Korea Society of Computer and Information
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• v.27 no.8
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• pp.233-240
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• 2022

In this paper, we propose a marketing strategy for traditional markets that lays the foundation for regional economic development by developing traditional markets as regionally specialized tourism resources. This study conducted a survey of local residents and tourists, who are market users, and conducted a factor analysis to establish a market brand strategy using SPSS 25 and a reliability analysis to verify internal consistency. In addition, correlation analysis was performed to verify the significance to confirm the relevance. The analysis results of Anyang Central Market brand tourism products for traditional market marketing strategies are as follows. First, it is necessary to establish a brand identity that activates brand elements and brand criteria and brand positioning. Second, it is required to improve brand awareness, which can elicit brand awareness and brand information and brand memory. Third, it is necessary to improve the brand image that can increase brand association and brand loyalty. Fourth, it is necessary to make efforts to improve brand equity, which can improve brand value, brand concern, and brand life. By developing and proposing marketing policies for traditional markets by utilizing market brand strategies, it can be expected to revitalize traditional markets and local economies as specialized local tourism resources.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.3
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• pp.459-471
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• 2010

This study examines the exposure effects of the brand of fashion manufacturers on the brand attitude of consumers towards the private brand of fashion retailers. In addition, it investigates the exposure effects of the brand of fashion manufacturers on the brand attitude of consumers towards the private brand of fashion retailers based on the sensitivity of consumers as related to the brand. Data are analyzed by a reliability analysis, a factor analysis, the correlation analysis, t-test, and one-way ANOVA. The main results are summarized as follows. First, when the private brand of fashion retailers (Perry Jensen) was shown to customers, three groups ('PB without exposing the brands of fashion manufactures', 'PB with exposing Galaxy', and 'PB with exposing Parkland') revealed statistically significant differences in consumer purchase intentions as well as brand preferences to the PB products of fashion retailers. The group of 'PB with exposing high-sensitive Galaxy group' showed an overall higher brand attitude than the other two groups-'PB without exposing the fashion manufactures' brands' and 'PB with exposing low-sensitive Parkland'. Second, in comparison with the effects of the brand sensitivity of each group, the group with the higher brand sensitivity showed statistically significant browsing intension as well as purchase intention on both brands of fashion manufactures (Galaxy and Parkland).

• Journal of Digital Convergence
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• v.12 no.12
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• pp.189-202
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• 2014

This study is to find the mobile communication corporate social responsibility activities on brand equity for the purchase intention of the Company's social responsibility activities impact study of 3's customers using mobile communication service quality services residing in Daejeon to analyze whether the control acts through. Results of the study on social responsibility activities brand equity, brand equity is showed to influence purchase intention, showed that the moderating effect between service quality through the purchase of brand equity. In this study, in order to increase the company's ultimate goal is also to improve the brand image of buying through corporate social responsibility activities, we derive a result that can increase the purchasing needs of consumers by providing differentiated service quality research.

• Proceedings of the Costume Culture Conference
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• 2003.04a
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• pp.25-33
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• 2003

색채는 마케팅 전략의 핵심적인 요소가 될 수 있다. 특히 제품의 프리젠테이션, 브랜드의 로고, 패키지, 광고, 판매디스플레이, 제품자체색상 등에 공통요소로 사용되어질 수 있다. 색채는 전체적인 인상과 기억을 통합, 강화시키기에 그것이 패션상품인 경우 특히 의류나 미용, 화장품, 가구, 실내장식품, 벽지 등과 같이 유행에 따라 급속하게 변하기 쉬운 대상물들일 경우 매우 민감하게 소비자와 반응한다.(중략)

• 한국생활과학회:학술대회논문집
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• 2008.05a
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• pp.135-136
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• 2008

• 방재와보험
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• s.152
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• pp.58-59
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• 2014

하늘과 바다가 맞닿은 곳, 부산 해운대에 위치한 '파라다이스호텔 부산'은 파라다이스 그룹 산하 계열의 총 530실의 특 1급 호텔로 2007년에는 서비스에 디자인 경영을 도입하여 눈에 보이지 않는 서비스 상품에 디자인적 컨텐츠를 더하는 등 항상 새로운 트렌드를 추구하고 있다. 이번호에서는 1981년 개업한 이래 부단한 노력을 경주한 결과 한국을 대표하는 국내 브랜드 호텔로 사랑 받고 있는 '파라다이스호텔 부산'을 방문하여 시설팀 이중환 부장과 이상인 과장을 만나보았다.