• Management & Information Systems Review
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• v.29 no.4
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• pp.123-142
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• 2010

This study suggest that firms can use online brand communities as an IMC tool to achieve high brand loyalty through marketer-controlled or loyal customer-controlled brand contacts. In this perspective, the online brand community as a marketing communication tool can help the firm in eliciting favorable responses from customers. This study finds that an online brand community, as a critical marketing promotion tool, helps a firm elicit favorable relationship with customers and build strong brand loyalty. In particular, this study suggests several important theoretical and managerial implications. First, this study confirm that "advertising usefulness" is the most powerful and important factor that affects cgerial 's positive emotionomehile "sales promotion usefulness" impacmehin "interactivity" but dies not impacmhin "cgerial iexperience"ltyevent usefulness" impacmehin "cgerial iexperience"but dies not impacmhin "interactivity." In addition, "cgerial iexperience" signifn "itly impacmehin "cgerial -to-cgerial iinteractivity." This indicates that online environment provides participapacmwith a fun and exciting environment. In that sense, enhancing the online brand community experiencemwould be a critical factor for building strong brand. Thi", mword of mouth can play a riclly important role in making many cgerial s to trust brand and to enhance online brand community loyalty. Web users are becoming web authoore owning and creating content limited only by their imaginations.

• The Journal of the Korea Contents Association
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• v.10 no.11
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• pp.363-370
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• 2010

This paper provides a review of the research on the relationship between consumer rumor and marketing management in general, and rumor's effects on brand in particular. Also corporations' efforts for managing negative rumor were discussed. In the subsequential article, this study analyzes the consumer's perception of the origin of rumors through contents analysis method, and performs ANOVA study in addition to identify if brand assets such as brand loyalty and brand involvement can affect rumor credibility perception significantly. Based on these results, this study considers some implications for brand crisis management and communications. According to the results, a brand rumor can affect both the corresponding brands and competitor's brands at a time and the relationships between existing favorable brand attitude of consumer and rumor credibility are not significant enough.

• Knowledge Management Research
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• v.24 no.2
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• pp.185-209
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• 2023

The air travel industry, which had shrunk with COVID-19, is gaining wings again. Accordingly, this study investigated whether non-verbal communication factors experienced through interaction with airline flight attendants for passengers who have traveled abroad within the past year through domestic airlines affect customer engagement and brand intimacy. A total of 285 samples were collected, and SPSS 28 and AMOS 26 programs were used to verify the reliability and validity of the research tool, the suitability of the model, and hypotheses. As a result of the empirical study analysis, it was confirmed that Paralanguage and Proxemics in non-verbal communication of flight attendants had a significant effect on customer engagement. Although it is different from the results of previous studies following changes in perspective after COVID-19, it once again confirmed the importance of airline crew communication in providing face-to-face services at the interface with passengers. In order to induce customer engagement, which is a new customer satisfaction management index. In addition, it was confirmed that customer engagement has a significant effect on brand intimacy. These results support the view that it is necessary to establish new customer management indicators of emotion and relationship marketing in the existing marketing centered on price reduction or securing loyalty. It was confirmed that interactions with flight attendants can contribute to customer engagement, and these results have important implications for those working in the air transportation industry.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.11 no.4
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• pp.167-178
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• 2016

This study was carried out for two purposes. One is to analyse the relationship between export performance and the five capabilities of R&D intensive firms (new product development, overseas market information, SNS and communications, brand and marketing). The second purpose is to verify the difference in those capabilities between R&D intensive small companies and mid-sized companies. Based on the OECD's classification of "technology intensity", R&D intensive firms are defined as the firms which are investing more than 5% of their annual sales in R&D activities. This study reveals the significant and positive relationships between the export performance and three capabilities( overseas market information, SNS and communication, brand) except for new product development capabilities and marketing capabilities. Those capabilities increase export performance. On the other hand, this study finds a significant difference in overseas market information capabilities and brand competence between R & D-intensive SMEs and mid sized companies. It is shown that those two capabilities in the mid sized firms are stronger than in the SMEs. These findings have important implications for the growth of R&D intensive SMEs in the global market. First, for higher export performance of R&D intensive firms, three capabilities such as overseas market information, SNS-communication and brand should be strengtened. In particular, SNS-communication capabilities as innovative marketing competences should be developed together with traditional marketing capabilities. Second, the growth of SMEs into Mid-sized firms needs the development of brand competences and overseas market information capabilities.

• Journal of Fashion Business
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• v.28 no.1
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• pp.68-82
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• 2024

The fashion industry has been placing great importance on establishing and communicating brand identity in response to the rapidly changing landscape of consumer preference and media development. This study aimed to explore effective communication methodologies for building a strong brand identity for domestic designer fashion brands. To achieve this, trends in the domestic fashion industry were categorized, and key words were derived to develop three new communication methodologies through an analysis of 10 domestic brand cases. This study confirmed that a strategy that focuses on forming emotional relationships with consumers is essential for establishing brand identity. To this end, the proposed communication methodologies include the following: First, delivering sustainable messages through emotional storytelling, which is a key approach for building emotional bonds with consumers. Second, expanding the brand experience to elicit positive responses from consumers by immersing them in special situations to experience brand identity. Third, brands can enhance consumer brand loyalty by fostering continuous relationships with consumers and cultivating brand culture through omnichannel strategies that encompass both offline and online channels. Consequently, this study presents practical strategies for various fashion brands along with theoretical contributions to domestic fashion brand startups and brand identity construction. With these strategies, it is anticipated that brands will establish clear and specific content and build a stronger brand identity by engaging in diverse communication methods that offer consumers sustainable values and brand experiences.

• The Journal of the Convergence on Culture Technology
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• v.5 no.1
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• pp.205-210
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• 2019

Alongside the development of communication technologies such as smart phone, 5G, advertisements which have been regarded as nexus of marketing behaviors are treated as surplus entities in our society now. Ad marketers have been focusing on storytelling advertisements via SNS or similar web-services. We are facing another big media changes such as Virtual Reality, Augmented Reality. Especially the current study probes Mixed Reality as the potential key of new storytelling brand marketing with discussing directions and insights based on the narrative transportation theory.

• Proceedings of the Korea Society of Costume Conference
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• 2004.10a
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• pp.148-149
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• 2004

• The Journal of the Korea Contents Association
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• v.17 no.3
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• pp.643-653
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• 2017

The purpose of this study is to analyze the influence of Trans Media Brand Experience on Brand Image, Brand Preference, and Purchase Intent. Trans Media experience refers the act of enjoying contents by crossing a number of different media. With the advance of digital convergence, brand experience communication has become more diverse. This study focuses on one particular Trans Media case, Bacchus Self-Scanner by using Smart PLS to analyze 119 participants on a structural equation model. The result shows that 1) brand experience has a positive impact(+) on brand image and purchase intent, 2) brand image has a positive impact(+) on Brand Preference and Purchase Intent, and 3) Brand Preference has a positive impact(+) on Purchase Intent. As the result shows, the empirical proof that Brand Experience affects not only the indirect-effect of Brand Image and Brand Preference but also Purchase Intent as the direct-effect, and that Brand Image can affect Brand Preference and Purchase Intent, will serve as strategic implications for Brand Experience and Brand Image.

• Journal of Korea Entertainment Industry Association
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• v.13 no.3
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• pp.363-372
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• 2019

Mobile advertising applying various contents is being activated with the specificity of the mobile environment. In terms of not only products but also City Marketing, advertising strategies that are beyond the limits of traditional advertising are needed. However, related advertising in the region is mainly carried out on the basis of industry promotion. Therefore, in order to distribute goods through local industry, it is urgent to link with industry through city marketing for the region. The purpose of this study is to present the direction of city marketing policy through the process that Mobile advertising characteristics building up experience and feeling for the city brand. For this purpose, we selected mobile advertising characteristics to strategically use mobile advertising in the region, and examined the effects of Jeju city brand experience and city brand feeling. We also confirmed the moderating effect of communication experience with mobile advertising. The result of this study will be able to contribute to the policy direction of advertising for Jeju city marketing.

• Review of Culture and Economy
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• v.21 no.2
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• pp.89-109
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• 2018

This paper aims to offer a conceptual framework in the context of culture-driven city branding through strategic design from a cross-disciplinary approach. The key findings identified the followings: Firstly, the phenomenon of culture-driven city brand creation and the use of design value of primary attractions. Secondly, the impact of the design contents of new media in supporting city brand creation. Lastly, the importance of image/text relationships through applying coding theory to enhance city brand communications.