• The Journal of the Korea Contents Association
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• v.11 no.12
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• pp.395-402
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• 2011

Recently, Corporate Social Responsibility(CSR) is essential corporate activity to establish favorable corporate image and sustainability management. But it has been a little research that investigate relationship between CSR in corporate level and marketing performance in individual brand level. This paper investigate relationship between CSR activities and brand equity, moderating effect of product quality and service quality on the relationship between CSR activities and brand equity. The SEM(Structural Equation Model) result of this paper shows positively CSR activity to product quality, service quality, and brand equity. Also, the result show moderating effect of product quality and service quality on the relationship between CSR activities and brand equity. Based on these findings, implication and future direction are discussed.

• 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.

• The Journal of the Convergence on Culture Technology
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• v.9 no.4
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• pp.13-22
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• 2023

Recently, global luxury fashion brands such as Gucci, Saint Laurent, and Louis Vuitton have been showing special interest in Korean contemporary artists and actively collaborating with them. This can be said to be a new change that is distinguished from previous collaborations of fashion brands. Therefore, this study investigated the cases of collaboration between global luxury fashion brands and Korean contemporary artists, and analyzed the types and characteristics to examine the trends and characteristics and draw meaning. As a result, fashion brands combine the characteristics of Korean art works of various genres with the brand concept and pursued values to create new sensibility and high value-added products. It can be seen that the intention was to prepare a place to draw out. In addition, it was found that collaboration was also utilized in terms of marketing so that domestic customers could visit the brand store with a sense of familiarity by utilizing Korea's artistic and cultural sentiments. Based on the results of this study, we intend to provide basic data for the development of creative contents for various collaborations between fashion and art that can help develop the modern fashion industry.

• Journal of Communication Design
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• v.55
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• pp.240-249
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• 2016

This study focused on cases about user experience using digital media as a marketing. The recent convergence of various types of media is resulting in new types of content. In a situation where approaching consumers through digital and virtual means is no longer an alternative or an option but a necessity, customers must be influenced and stimulated using various types of digital media. Because modern consumers prefer to participate actively rather than to be passively exposed to information, there is a need to maximize and optimize the consumer's experience using digital media. In this research, consumer experiences that utilized digital media were examined, and these case studies were analyzed from an experiential marketing perspective. How the 5 different types of Experiential Marketing proposed by Bernd Schmitt and Digital medias were combined in the digital marketing campaigns was examined. The case studies analyzed in this research were chosen out of widely popular digital marketing campaigns ran by beauty brands that used various experimental marketing types, such as 'Make-up Genius' of L'Or?al, 'Google Glass Tutorials' of Yves Saint Laurent and 'Digital Runway Bar' of The Burberry Beauty Box. This study classified that case samples into paid media, earned media and owned media based on sense, feel, think, act and relate that are the strategic experiential modules of Bernd Schmitt. This study could be confirmed various customer experience as a sense, feel, think, act and relate through that cases using digital media technology and marketing element of digital media. Through the process of examining which digital media types each marketing campaign utilized and how these types of digital marketing were combined, this research is significant in that it helps for the understanding of the current state of digital marketing and in that it can serve as the foundation for future research of efficient digital marketing.

• 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)

• 한국인삼전략화협의회:학술대회논문집
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• v.2003 no.09
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• pp.29-53
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• 2003

"[ $cdot$ ]브랜드 전략 - 정관장 쌀(?) $ ightarrow$ 이천쌀, 여주쌀 - 정관장, 한삼인, 금산인삼 $ ightarrow$ 고려인삼(안성인삼, 강원이삼, 풍기인삼, 등) $cdot$정보전략 - 마케팅과 연계한 정보전략 $cdot$상품전략 - 생산자별로 차별화 할 수 있는 지"

• 정보화사회
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• s.176
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• pp.56-57
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• 2005

휴대폰 광고 시장에서 새로운 변화가 불고 있다. 이는 다름아닌 LG전자가 국내 최초로 공중파 TV에서 90초짜리 '싸이언 아이디어(CYON idea)' 광로를 선보인 것, 지난 6월 발표한 신제품 6종에 대한 마케팅 강화 차원으로 추진된 이번 브랜드 전략은 일상 속의 자연스러움을 컨셉하는 젊은 소비자층에게 이미지 차별화를 어필하고 있다.

• Proceedings of the Korea Society of Design Studies Conference
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• 2005.10a
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• pp.242-243
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• 2005

• The monthly packaging world
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• s.312
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• pp.86-90
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• 2019

이번호에는 Videojet Technologies의 산업마케팅매니저인 Chinaecherem Omenyinma가 소비재제품산업에 영향을 미치는 주요 트렌드와 관련 문제점을 진단해 본다. 일상용품에 사용되는 플라스틱 사용에 대한 변화하는 태도에서부터 위조제품을 방지하는데 있어서까지, 브랜드는 변화하는 패션과 고객 요구에 모두 대응할 수 있어야 한다. 이 글을 통해 다양한 인쇄 및 마킹기술이 이러한 문제를 극복하는 중요한 요소가 될 것이며 소비자제품 생산업체가 시장 변화에 민첩하게 대응하면서 어떻게 이를 달성할 수 있는지를 중심으로 살펴보도록 한다.

• Journal of Korea Entertainment Industry Association
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• v.15 no.3
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• pp.89-99
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• 2021

A brand community refers to a group of people who have a passion and loyalty for the brand, and is attracting attention as an effective marketing strategy to increase brand equity because it actively tends to support and promote the brand without expecting compensation. The objective of this study is to identify factors that are needed for sustainable brand community management. Existing studies on brand community management have mainly been conducted by quantitative methods measuring consumer satisfaction and dissatisfaction towards brand community activities, however, this study applied qualitative methods using means-end chains and laddering approaches in order to deeply identify a consumer's desired value on brand community activities. An in-depth interview of 41 members of BTS ARMY, a representative example of brand community, has been conducted and analyzed. The result of this study is as follows. In order to encourage active brand community activities, it is important to provide brand community members with a variety of high-quality brand-related content for a unique aesthetic experience, and a forum where all members can interact and exchange information and ideas to enhance brand value and experience. Finally, to nurture a strong brand community as a partner to co-create brand equity, rather than just a fan community, it is needed to build an environment that fosters opportunities for brand community members to increase self-respect and fulfillment through their brand community activities.