• Culinary science and hospitality research
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• v.16 no.4
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• pp.151-162
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• 2010

This paper examines the structural relations among choice attributes, brand image, and buying action of restaurant customers, using a structural equation model. Based on the analysis of one hundred fifty cases, the following results were found First, it was found that the choice attributes of accessability, materiality, and kindness have positive influence on the differentiation, brand image and buying action of restaurant customers. Second, the choice attributes of accessability and styles have positive influence on the familiarity, brand image and buying action of restaurant customers. Third, the choice attributes of styles have positive influence on trust in brand image and buying action of restaurant customers.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.17 no.4
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• pp.373-381
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• 2016

To investigate the influence of hand cream of domestic and foreign brands on the purchase tendency, a survey was conducted on hand cream application, purchase tendency, and perception of 105 women in a metropolitan area. Market research was then conducted to compare the hand cream cost, quantity, and total substance, and the hand creams were sorted according to high-price and low-price, and foreign brand and domestic brand, and a clinical demonstration was conducted by back-hand application on 17 recipients to analyze the moisture and skin oil differences and the moisture endurance. As a result, the percentage of subjects who perceived that the price and brand of hand cream affects the quality was higher than those who did not, and the hand cream prize per 1mg (g) varied as much as fourfold among the high-price and low-price, and among foreign and domestic brands. The result of the total substance comparison, glycerin the moisturizer and cetearyl alcohol the skin conditioner were included in all hand creams. As a result of the clinical demonstration, the difference in moisture and skin oil difference and moisture endurance between the high-price and low-price and foreign brand did not show a statistically significant difference. These results show that there are no relationships between skin moisture and sebeum of the brand. Therefore, considering that hand cream is a highly consumptive product that is used multiple times on a daily basis, these results might provide fundamental data that could contribute to the increase in hand cream product quality by determining the consumers' needs.

• Journal of Agricultural Extension & Community Development
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• v.21 no.3
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• pp.215-241
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• 2014

As brand has increasingly influenced on marketing activities, local government, agricultural enterprises, and individual farmhouses autonomously develop and promote their own brands in the field of agrifood. Among developed brands, however, it could be possible for products with having no competitiveness and continuous control to lapse in the marketing. This study aimed to try develop to brand equity model in order for agri-food brands to evaluate and complement in the agricultural company. For doing this, ERRC were administered to interview the brands experts to discuss rice. The results of the analyses indicated that the areas with attribute weight of assets may consider bonding with customers for enhancing the value in the brand equity.

• The Journal of the Korea Contents Association
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• v.20 no.10
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• pp.134-145
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• 2020

This study focused on the effects of Korean cosmetics selection attributes on Mongolian consumers' brand reliability and purchasing intentions. We are also to verify the relationship impacts between consumers brand reliability in advertising media and the purchase intention on the type of promotion. 255 questionnaires were collected for Mongolian consumers and analyzed using SPSS and AMOS. The analysis shows that product price, image and quality that they have a positive effect on brand reliability, while familiarity has not had a meaningful impact on brand reliability. Moreover, brand reliability has been shown to have a positive effect on purchasing intention. As a result of the adjustment effect test according to advertising media, the relationship impacts between product selection attributes and brand reliability were shown positive effect in part. Finally, the type of sales promotion were found to have a controlling effect between brand reliability and purchasing intention. These results show applicable implications for Korean cosmetics companies in terms of marketing and operations when entering Mongolia's cosmetics industry.

• 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.

• Journal of Digital Convergence
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• v.20 no.5
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• pp.401-410
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• 2022

This study deals with the relationship among trust, attachment and brand loyalty of agricultural products' rice co-brands, which are the staple food of the people. The research method established the hypothesis of the study under the foundation of prior research and developed the survey. The subjects of the study were distributed, retrieved, and analyzed the survey of 163 rice farmers in Buyeo-gun, Chungcheongnam-do. The empirical analysis results show that: First, hypothesis 1 of the brand awareness and image that "rice brand assets will be a positive relationship to trust" were statistically adopted. In particular, statistical t values showed a difference in consumer confidence over recognition>images. Second, hypothesis 2 of the trust of agricultural rice brands will be a positive influence on attachment and loyalty' statistically supported. In this regard, brand trust was higher in loyalty than attachment. Third, the attachment of agricultural products to rice brands will be a positive influence on loyalty,' was statistically supported. The strategic implications of this study are as follows. First, consumers should be given clues of trust(ex, GAP of Natioanl Approval Licesing, Fam Tour) as they distrust the perceived quality of the rice in the market. Second, the effect of the origin of rice is questionable, so the spread of the production power system should prevent the mixing of rice varieties, that is the spread of the production history systems.

• The Journal of the Korea Contents Association
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• v.18 no.5
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• pp.647-659
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• 2018

'Waiting for a Thousand Years & Mingling with World People-Gangneung Danoje Festival 2017 as an Important Intangible Cultural Property' is the festival with the longest history in Korea. In spite of its historical value, however, there are not many academic researches on the value of festival brand equity. Thus, the objective of this study is to empirically analyze the influence relationship between selection attributes of festival storytelling, brand equity, brand attitude, and brand loyalty through the structural equation model. Regarding the spatial scope of thesis material, a survey was conducted focusing on 657 tourists visiting the Gangneung Danoje Festival. In the results of verifying the hypotheses in accordance with the structural equation model, the selection attributes of festival storytelling had effects on the brand equity, and the brand equity had effects on the brand attitude and brand loyalty while the brand attitude had effects on the brand loyalty. Based on such results of this study, the implications could be suggested as follows. First, the local contents culture should be developed together with local experts and residents by finding its local custom. Second, the brand equity that could prioritize the strategy of characteristics should be increased by emphasizing the selection attributes of storytelling. Third, the phased development should be achieved through local residents' open participation by dividing roles of experts and non-experts as festival manpower.

• Journal of the Korea Fashion and Costume Design Association
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• v.18 no.1
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• pp.135-147
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• 2016

The purpose of this research is to study the semantic characteristics of outdoor brand names by analyzing 94 brand names in domestic market, so as to propose ways to develop strategic brand names. The results are as follows. When it comes to outdoor brand products, the emphasis is placed on their functional features. Thus, the majority of outdoor brands surveyed in this Study were using strategic descriptive brand names which clearly denote the properties and effects of the relevant products to leave lasting impressions on consumers'minds. In other words, the outdoor brands surveyed herein were using brands which inform consumers of the specific business and product categories, express the concept of the brands, and provide them with information on the features and benefits of the products such as high quality, high-class, and luxurious lifestyle. In conclusion, the components of outdoor brand names are crucial elements which symbolize the concepts, functions or features of the relevant brands. In order to develop brand names consisting of components which build brand powers and enhance brand images, it is imparetive to develop more unique and characteristic brand names.

• Culinary science and hospitality research
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• v.23 no.2
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• pp.189-202
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• 2017

The purpose of the study is to investigate the effects of information search for Korean food brand on perceived risk and preference. To achieve this goal, using 10 exemplary restaurants appointed as Korean food brands in Seoul, a questionnaire survey was used to collect data through interview. Using the SPSS 21.0. total 296 responses were analyzed to test the relationship among variables. The findings are as follows. First, information search for Korean food brand showed that all external search, internal search and direct experience had a positive effect on preference. Second, there was no difference between information search for Korean food brand, risk perception and preference according to gender, but there was a significant difference between information search for Korean food brand, risk perception, and preference according to their age. Third, indifference moderated the relationship between external and internal information search and Korean food preference. Fourth, maladjustment moderated the relationship between external information and direct experience for Korean food preference.

• The Journal of the Korea Contents Association
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• v.11 no.8
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• pp.142-149
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• 2011

This study analyzed the brand storytelling campaign of Pasteur drink-type yogurt 'Quebyon'. The basic idea of research comes from how unique brand name is able to success in Korean yogurt market. Pasteur storytelling campaign has focused on the product's branding and positioning. For analyzing the research, Brand Stewardship Model(BSM) which based on consumers' perspectives has been used. For successful storytelling campaign of Pasteur, strong brand name is needed. Pasteur has decided the brand name 'Quebyon' which means good movement of the bowels in accordance with the research results. And the positioning has been decided 'attack inside (the body) if it does not evacuate'. For powerful positioning, three criterions are decided. They are including harmony with the brand name, differentiation with competitors and easiness with memory. Finally, the Pasteur product dominates the Korean Bulgarian-style yogurt market. The success comes from the harmonizing of Quebyon yogurt's branding and positioning. In other words, the branding and positioning strategies were working effectively to the consumers. In conclusion, this study has proved why branding and positioning strategies are so important in brand storytelling campaign.