• Fiber Technology and Industry
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• v.8 no.3
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• pp.299-310
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• 2004

• Korean Deer Journal
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• v.12 no.2 s.65
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• pp.38-40
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• 2006

• Feed Journal
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• v.2 no.3
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• pp.56-61
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• 2004

• Design Convergence Study
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• v.14 no.1
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• pp.47-61
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• 2015

Along with the advent of the digital era, the media environment in which an informant would convey information one-sidedly has evolved more towards engaging customers to actively participate and produce contents themselves. This change in content consumption behavior has brought about the new marketing paradigm. The new communication strategy is interactive marketing, which enhances brand-imprinting Effects, and has been consistently proposed these days. This study aims to examine these brand-imprinting effects through an empirical study and to propose an application plan. Therefore, methods of approach for engaging customers' participation and the methods of experiences are categorized by types through the case analysis of various domestic as well as international interactive marketing techniques. In addition, in-depth interviews have been carried out in order to verify the influence of interactive marketing on brand-imprinting effects. Through the interview, potential needs of customers were found. Based on the findings, marketing strategies that utilize interactive media installation for brand-imprinting effects have been constructed. First, to utilize a space for a medium of communication between customers and advertising media. Second, using storytelling as a construct that focuses on the individual's situation. Third, to design interactions that are proper to the situation and context.

• Proceedings of the Korea Contents Association Conference
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• 2015.05a
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• pp.135-136
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• 2015

트랜스 미디어 스토리텔링은 이용자의 적극적인 참여를 기반으로 디지털 컨버전스 시대에 새롭게 등장한 텍스트 유통 관습이자 미디어 경험 양식으로 영화, 드라마, 애니메이션 등의 콘텐츠 사업의 경우 다양한 트랜스 미디어 스토리텔링 시도가 활성화 되고 있지만 기업 브랜드의 경우 아직 기존의 OSMU의 범주를 크게 넘어서지는 못하고 있는 실정이다. 그러나 본 연구에서는 OSMU의 범주를 넘어 커뮤니케이션했던 브랜드의 트랜스 미디어 스토리텔링의 대표적 사례인 모닝케어 레이디 티안나걸스(T-ANNA Girls)의 사례를 통해 디지털 컨버전스에 적응하며 새로운 부가가치를 창출할 수 있는 브랜드 커뮤니케이션의 발전적 방안에 관해 논의코자 한다.

• Proceedings of the Korea Contents Association Conference
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• 2017.05a
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• pp.247-248
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• 2017

병원들의 대형화와 전문 진료를 내세워 병원 브랜드 강화에 힘쓰는 병원들이 늘어나면서 병원에서의 마케팅이 필요하게 됐다. 본 연구는 중소병원(300병상이하 종합병원과 병원을 말함.)의 고객접점을 파악하여 효율적이고 효과적인 브랜드 개발이 가능한 중소병원 브랜드디자인 표현 포지셔닝 전략(기업이나 제품에 대하여 위상을 정립하고, 소비자들에게 자사 제품의 정확한 위치를 인식시키는 것이다.)을 제공하고자 한다.

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.7
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• pp.935-951
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• 2013

The recent entry and heated competition of numerous fashion brands in the luxury fashion market have all compelled luxury businesses to change. The issue of brand equity has emerged as one of the most critical areas for luxury marketing management. Despite strong interest in the subject, there is little evidence of how brand equity is created by marketing activities and what their effects are. This study identifies the effects of luxury marketing activities on the brand equity of luxury items, utilizing Keller's (2001) 'CBBE (Customer Based Brand Equity) Model' as a theoretical framework. Based on literature review, a conceptual model for brand signature, heritage, premium price, controlled distribution, and promotion on customers' view on brand equity was tested. To test the hypothesized building paths of luxury brand equity, statistical analysis were performed with an AMOS 7.0 program using a confirmatory factor analysis and structural equation model. The results were: First, luxury brand equity was defined in terms of four components (brand awareness/association, customer judgment, customer feeling, and customer-brand resonance). Second, the proposed conceptual framework of this study was partially significant. We can provide an effectiveness of Keller's CBBE model to conceptualize the building process of luxury brand equity; subsequently, marketers should develop core elements to position a brand strategy to create a competitive advantage.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.2
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• pp.242-251
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• 2010

Experiential marketing focuses on the experience of customers to connect a company and a brand with the lifestyle of customers that influences buying behavior. This study investigates how the persons who experienced brand ambassadors for public relations as experiential marketing recognized brand equity, how personal satisfaction accomplished as a brand ambassador influenced brand equity, and how the effects are different based upon demographic information. The research methodology was a questionnaire distributed to individuals who experienced work as a public relations brand ambassador. A total of 104 returned questionnaires were analyzed by internal validity, t-test, and regression analysis with SPSS 12.0. The results of this study are as follows: Experiential marketing through a public relations brand ambassador positively influenced brand equity. The satisfaction at the company while working as brand ambassador positively influenced brand equity. Experiential marketing influenced more men than women regarding perceived quality and brand loyalty among brand equity. There is no significant differences regarding career (bank or apparel) among brand awareness, brand image, perceived quality, and brand loyalty.

• Journal of the Korean Society of Clothing and Textiles
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• v.43 no.6
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• pp.779-794
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• 2019

This study examines the effects of brand belief of a mass offline retailer on the perceived value, attitude, and purchase intention toward the products of emerging fashion designer brands in the context of marketing collaborations between emerging fashion designer brands and a mass offline retailer. We invited 198 adults aged 20 to 59 to an online survey who were asked to read a news article and respond to a questionnaire. The results of structural equation modeling show that brand belief of a mass offline retailer positively influences the perceived value of the products of emerging fashion designer brands. The perceived value also positively influences the attitude toward the products that subsequently enhances purchase intention. The findings suggest that emerging fashion designer brands should strategically select a mass offline retailer as their collaboration partner by considering consumer perceptions of the retailer brand because the brand belief of the retailer may have a halo effect on a consumer evaluation of the products of emerging fashion designer brands.

• Cartoon and Animation Studies
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• s.32
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• pp.289-313
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• 2013

According to many researches on brand management, the decision makings on brand marketing should center on the brand identity. Based on the brand management theory, Brand Identity-based OSMU Strategy has been suggested, in which the decision makings for culture content's OSMU should be focused on the brand identity of content to maximize the brand equity. In this study, the effectiveness of suggested brand identity-based OSMU strategy model is empirically studied, together with the effect on the brand equity. The study on the consumer's attitude toward the Harry Potter T-shirt with the associations of 'magic, courage and confrontation against evil' proved that consumers respond more favorably in terms of their recognition of the fit-to-content, preference and perceived quality. With this result, the positive effect of brand identity-based OSMU on consumer attitude is verified. On the other hand, the study on the effect of brand identity bearing T-shirt on brand equity did not support the hypothesis that the brand identity-based OSMU has the positive feedback effect on the brand equity of culture content. Still, while the brand equity is established through the long period of time with consumer's consistent experience on the certain culture content, the effect of brand identity-based OSMU on brand equity has a room for further discussion and research. While the ultimate goal of marketing is to create the power brand with high brand value, the further discussion on the effective culture content OSMU strategy to create a power brand is needed.