• Culinary science and hospitality research
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• v.22 no.7
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• pp.203-221
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• 2016

This study aims to analyze the impact of servicescape on the perceived values and brand attitude of coffee customers. In order to archive our research objects, current study employed SPSS 22.0 statistal program. The summary is as follows. First, it was revealed that the servicescape of coffee shops has a positive influence on perceived value. Second, the servicescape of coffee shop has a positive influence on brand attitude. And perceived value of the customer has a positive impact on customer brand attitude. Based on the results, this research has concluded some theoretical suggestions as follows. First, in case of brand coffee shop, it was analyzed that the attractions of interior design color, floor and wall interior, and structure has influenced on the differentiated values of customers. Also, the accessability shows that the brand coffee shops with parking facilities along with the convenience provided by the off-site facilities make customers highly recognize the brand values. In addition, the results found that the factor of service condition becomes a determining factor. Thus, current study will contribute to consider the various elements of service scape when new business develop as well as redesign the previous stores.

• Journal of the Korean Society of Food Science and Nutrition
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• v.40 no.8
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• pp.1164-1171
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• 2011

The purpose of this study was to compare service quality between local and global coffee brand shops and to investigate improvement. Of 350 questionnaires distributed to customers of six brand coffee shops (three local brands, three global brands) located in Daejeon, 330 complete questionnaires (94.3%) were analyzed. The questionnaire included a seven-point multiple-item scale for measuring service quality. The 21 items measuring service quality were grouped into four factors, and the mean scores for the levels of "representativeness", "coffee sensory and beverage features", "employee attitude" and "physical environment" were 5.42, 4.77, 4.74, and 4.13, respectively. The levels of "coffee sensory and beverage features" and "employee attitude" of the high income customers were significantly lower than those of the low income customers. The results showed that the levels of "employee attitude" of local coffee brand shops was significantly higher (p=0.050) than that of global coffee brand shops. Whereas, the levels of "representativeness" of global coffee brand shops was significantly higher (p=0.003) than that of local coffee brand shops. Based on the results, the global coffee brand shops should pay attention to internal marketing and the local coffee brand shops must strive to improve service quality through strategies such as improving brand awareness and developing representative beverages and foods.

• 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.

• Asia Marketing Journal
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• v.2 no.1
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• pp.1-26
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• 2000

기업환경의 변화로 인하여 정확한 경쟁구조의 파악은 경쟁전략의 수립에 중요한 개념으로 대두되고 있다. 본 연구에서는 소비자중심의 경쟁구조 파악의 중요성을 제기하고 그 일환으로 상황 변수를 고려한 경쟁 구조 분석의 필요성을 제시하고 있다. 또한 구체적인 상황 변수를 파악하기 위한 방법으로 카테고리 수준에서의 경쟁 구조 분석을 제기하고 있다. 이를 위해 음료수 시장을 대상으로 브랜드 수준과 카테고리 수준에서의 지각적 및 상황적 경쟁 구조 분석을 실시하여 그 결과를 비교하였다. 분석 결과, 브랜드 수준에서는 지각적 경쟁구조와 상황적 경쟁구조가 상이하게 나타났고 카테고리 수준에서는 두 경쟁 구조가 상당히 유사한 것으로 나타났다. 이를 통해 소비자들은 음료수 구매와 관련하여 '소비(음용) 상황'이라는 기준에 의해 음료수 제품들을 범주화하는, 즉 소비자들의 기억속에 음용 상황이라는 기준에 의한 스키마가 형성되어 있다고 볼 수 있는 근거를 제시하였다. 카테고리 수준에서의 경쟁 구조 분석을 통하여 마케터는 소비자의 구매행동과 관련한 중요한 상황 변수를 파악할 수 있고, 이렇게 파악된 상황 변수를 토대로 한 경쟁 구조 분석을 실시함으로써 보다 소비자 중심적이며, 안정적인 시장 경쟁 구조의 파악이 가능하다고 본다.

• Journal of Communication Design
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• v.63
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• pp.336-347
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• 2018

Nowadays, in Korea, the number of campers is increased over 5 million. Many Korean camping brands have excellent qualities however, a lot of times weak brand identities to be globally known. The purpose of this study is to provide helpful sources to have strong brand identities, add more values based on related word research from big data and market research. The data is to be analysed by sensible & cognitive approaches. The keywords for the sensible research are 'camping, camp, camping brand, and camping design'. Then 17 representative oversea brands and 10 Korean brands were analysed for the market researches. From related word research from big data, we can find out the thinking process of potential consumers, how people communicates to exchange information, and what can be the sources to add brand values. Also from the market researches, we were able to find that successful brands have distinctive brand identities, stories, logos with representable colors and they continuous produce signature designs and own way of color matching.

• Design Convergence Study
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• v.16 no.1
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• pp.203-216
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• 2017

There are many definitions around brand. It complexify academic literature. Thus, this study collected meaningful definitions among many statements about brand and analyzed and classified them by available perspectives. This is especially necessary contents in domestic brand study, which is short of concept research about brand. Various literatures are refereed to brand definition introduction. But to etymological definition, several European linguistic theses are deeply reviewed and to institutional definition, wide range of information such as history, law and society is refereed. Total brand definitions are classified in . It is divided into 2 parts which are non-commercial context (etymological and institutional definition) and commercial context (producer, customer and the relation or interaction between producer and customer). In etymological definition, the word origin is clear word 'brandr' which means 'burning wood' and cattle-brand made this 'brand'. In legal definition, legal and institutional meaning of 'trademark' is examined. Etymological definition and institutional definition are fundamental and lexical definition which show brand history. These are foundation stones in brand studies.

• The Journal of the Korea institute of electronic communication sciences
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• v.9 no.1
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• pp.1-10
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• 2014

The purpose of this following research is to verify influence of brand personality development of domestic Internet shopping malls on consumer satisfaction and intention to revisit. To achieve this purpose, a sample study was carried out on college students in Busan who made a purchase from Internet shopping malls during the past 6 months. In the concrete, 11 shopping malls including general shopping malls and open market that have a high market share were chosen as comparison targets. Materials were collected and analyzed through questionnaire survey. Empirical analysis results are shown as the following. Brand personality dimension of Internet shopping malls are 'competence sophistication', 'vitality', 'warmth' and 'reliability' etc. 'Warmth' and 'reliability' have a significant influence on consumer satisfaction and intention to revisit. In particular, 'reliability' showed bigger influence on intention to revisit Internet shopping malls. In addition, consumer satisfaction showed a meaningful influence on intention to revisit. Specific strategy development is needed to strengthen 'warmth' and 'reliability' among brand personality dimensions.

• The Journal of the Korea Contents Association
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• v.20 no.1
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• pp.324-333
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• 2020

This study compares the visual elements of the top five global beer brands currently in the Chinese market with those of the top five Chinese beer brands. The purpose of the research is to identify the importance of visual elements in the label design of beer package and to present the direction of efficient label design. To this end, it is a brand among visual elements of beer label design, and it investigates the label design of Chinese beer and global beer brand through the multi-accelerated comparative analysis method, focusing on color, illustration and layout, and analyzes the difference of elements appearing in the global beer label design from China by utilizing the recursive five-point scale. According to the research, the visual elements used in the Chinese beer brand were more complex compared to the global beer brand, and most layouts were similar, making the product less differentiated. On the other hand, the global beer brand has secured brand identity and differentiation based on its iconic visual elements and diversity of layout. In order to establish itself as a strong brand in consumers' minds, the Chinese beer brand needs differentiated label design through active use of unique brand design.

• Journal of Global Scholars of Marketing Science
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• v.16 no.3
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• pp.169-189
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• 2006

The product categories that can be sold on-line are expanding. It is interesting to see which product categories have more sales possibilities on internet. Small-sized firms' products have low distribution coverage, low brand recognition, bigger dispersion in the perception on the values which consist of quality vs. price, and higher possibilities of perceived purchase risks. Since on-line shopping is supposed to provide opportunities to small-sized firms that have low distribution and brand power, it is quite necessary to evaluate the fitness of on-line sales for small-sized firms' product categories. There are virtually no research studies on the on-line sales for small-sized firms' product categories. In this study, based on the integration of SEC, FCB, and related concepts, we develop new theoretical framework and test the fitness of on-line sales for small-sized firms' product categories by conducting empirical analysis. The empirical results on 17 product categories show that SEC, FCB, purchase risks, brand factors are somewhat related. Unlike previous studies, since the fitness of SEC and on-line sales are not clearly shown, we need to consider those problems within inter-related multiple frameworks. That is, it is necessary to evaluate the fitness of on-line sales after defining the product categories within the integrated multiple frameworks rather than within the single framework.

• The Journal of the Korea Contents Association
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• v.12 no.6
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• pp.402-412
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• 2012

The purpose of this study was to analyze the types of Brand name spectrum for hospitals, and to analyze the differences of types depending on the characteristics of hospitals. Study data was collected from the yearbook of Korean Hospital Association in 2008. The hospital's name was divided into meaningful words and then the spectrum type of hospital name was decided based on the meaning of words. Hospital variables were used to investigate the difference of the types of brand name spectrum among hospitals. The study results showed that arbitrary name was the most frequently used in hospitals, then followed by the suggestive name, descriptive name, and then coined name. In arbitrary name, district name and person's name were most frequently used as the hospital name. Although most hospitals had one type of naming spectrum, some hospitals had types more than two. When hospital managers are developing hospital name, they will need to consider not only how it can provide the unique images to customers, but also how they protect their brand in legal aspects.