• Journal of the Korea Academia-Industrial cooperation Society
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• v.20 no.3
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• pp.139-148
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• 2019

Franchise coffee shops have continued to attempt to differentiate themselves using cultural arts to engage with changes in consumer awareness and lifestyle. This empirical study was conducted to analyze structural relations between cultural marketing and brand image, customer satisfaction, and intention to revisit for franchised coffee shops. 322 customers at S Coffee Shop (a franchised coffee shop in Daegu) were surveyed, and collected data were subjected to frequency, descriptive, reliability, correlation, and covariance structural analysis using SPSS software. We found that culture marketing significantly improved brand image and customer satisfaction, and thus, significantly influenced intention to revisit. The study shows culture marketing activities improve brand image and increase customer satisfaction and the likelihood of revisiting.

• 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.

• 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.

• Asia Marketing Journal
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• v.1 no.3
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• pp.79-108
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• 1999

본 연구에서는 한국기업이 해외시장에서 브랜드를 구축할 때 당면하는 문제와 대응방안을 선진국 시장을 중심으로 다루고자 한다. 자체 브랜드 수출의 성공은, 지금까지 성공적이었던 OEM 방식의 수출과는 전혀 상이하기 때문이다. 게다가 많은 한국기업들의 경우 강력한 브랜드를 창출하기 위한 경영자원이 제한되어 있다. 또한, 한국의 기업들은 해외에서의 좋지 않은 한국 제품 이미지로 인하여 부정적인 제조국 이미지를 없애는 방안까지 강구해야만 한다. 이런 이유로 브랜드에 관한 일반적 이론을 넘어서 한국기업의 당면과제를 다루고자 하였다. 이를 위해 주요 한국기업들의 해외시장 마케팅 전략을 살펴보고 이를 평가한 후 향후 브랜드 구축을 위한 방안들을 제시하고자 하였다. 본 연구의 결과 국제적 파워 브랜드로 도약할 수 있는 한국 기업들의 잠재력을 실현하기 위해서는 광고 주제, 스폰서십의 내용, 제품과 가격 정책의 변화를 통해 고품질 이미지 구축에 힘써야 하는 것으로 나타났다.

• Digital Contents
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• no.10 s.65
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• pp.74-77
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• 1998

브랜드 네이밍의 중요성이 점점 부각되는 지금, 체계적인 브랜드 네이밍을 통해 적은 비용으로 큰 광고효과를 보길 원하는 IP업체들이 많이 생겨나고 있다. 21세기 마케팅 경쟁환경은 시장이 아니라 소비자의 머리속을 꿰뚫어 봐야한다. IP브랜드네임을 통해 PC통신 소비자의 머리속에 떠오르는 연상은 바로 그 IP상품의 브랜드 이미지로 직결되며, 그 이미지에 따라 IP상품의 성공여부가 결정되기 때문이다. 이번호에는 IP네이밍 브랜드와 카피라이팅 방법에 대해 알아 보려고 한다.

• 한국벤처창업학회:학술대회논문집
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• 2009.10a
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• pp.203-220
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• 2009

Due to the trend of opening the local market, the import of foreign agriculture is highly increased. And as the income is higher, the type of consumption is changed on the quality priority. There are agriculture brand policies taken by the government. But the similarity of brand and absence of marketing strategy is pointed as main problems. So we considered the brand image development such as a brand naming and a brand design for marketing strategy through the analysis of effect design types on brand image.

• Asia Marketing Journal
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• v.13 no.4
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• pp.227-251
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• 2012

This study analyzed Woori Investment and Securities' industry-leading marketing from both a brand management and a marketing decision-making perspective. By executing a different marketing strategy from its competitors, Woori Investment and Securities recognized recent changes in the asset management and investment markets as an open opportunity, and quickly responded to the market changes. First, the company launched the octo brand as a multi-account product, two years before its competitors offered their own products. In particular, it created a differentiated brand image, using the blue octopus character, which became familiar to the general financial community, and was consistently employed as part of an integrated marketing communications strategy. Second, it executed a brand expansion strategy by sub-branding octo in a variety of new financial products, responding to rapid changes in the domestic financial and asset management markets. Through this strategic evolution, the octo brand became a successful wealth management brand and representative of Woori Investment & Securities. Third, it has converged market research, demand and trend analysis, and customer needs acquired through various customer contact channels into a marketing perspective. Thus, marketing has participated in the product development stage, a rarity in the finance industry. Woori Investment and Securities has a leading marketing system. The heart of the successful product creation lies in a collaboration of their customer bases among the finance companies in the Woori Financial Group. The present study suggested a corresponding strategy for octo brand, which is expected to enter into the maturity stage of its product life cycle. In addition, this study found a need to modify the current positioning strategy in order to position and preserve sustainability in the increasingly competitive asset management market. It also suggested the need for an offensive strategy to counter the number one M/S company, and address the issue of cannibalism in the Woori Financial Group.

• Journal of Industrial Convergence
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• v.16 no.4
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• pp.9-17
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• 2018

Chinese Time-honored Brand is a treasure of China's industry and commerce. It is built by several generations of people with sweat and has a very profound historical and cultural heritage. When it comes to time-honored brands, each brand is quite famous. However, with the rapid development of economic globalization and the huge change of marketing environment, the survival and development of the Chinese time-honored brand have been challenged and impacted. In order to explore the Chinese time-honored brand further, this article analyzes the existing problems of brand communication and puts forward the effective resolution strategies through elaborating the current situation of Chinese time-honored brand from the perspective of brand communication.

• The Korean Journal of Franchise Management
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• v.3 no.1
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• pp.26-45
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• 2012

Market players have realized the importance of brand power and tried to develop effective marketing programs which focus on consumer's brand experience. This study aims to investigate brand experience and brand personality effect on brand attitude which is overall consumer's faith toward brands and repurchase intention in food-franchised by Structural Equation Model. As results, both brand experience and brand personality affect brand attitude although brand experience has more influence than brand personality. As consumers show positive brand experience and attitude, repurchase intention is higher. Brand attitude plays a mediation role in the relation of brand experience and personality, and repurchase intention. Also brand experience shows more influence than others on repurchase intention.

• The Journal of the Korea institute of electronic communication sciences
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• v.18 no.5
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• pp.885-894
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• 2023

This study investigates and analyzes various marketing models that can overcome the economic challenges and resource scarcity faced by solo entrepreneurs. Previous research primarily focused on the integrated marketing communication (IMC) model, resulting in a lack of comprehensive discussion. In this study, we emphasized the IT content marketing communication model, considering a holistic analysis and the changing roles over time. As a result, we were able to propose a new strategic approach by integrating the ICM community model into a convergent value chain, improving the IMC model and promoting brand growth and online presence enhancement. This has laid the foundation for effectively increasing brand awareness and provided specific guidelines to support the sustained growth of solo entrepreneurship.