• Journal of Digital Convergence
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• v.11 no.3
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• pp.263-272
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• 2013

This study was conducted to look into consulting areas that can secure loyalty customers by clarifying relations between perceived quality factors, brand image and customer loyalty in terms of a multi-function printer. To accomplish the study purpose, this study carried out a validation analysis, a reliability analysis and a structural equation model analysis by setting up a study model and a hypothesis based on precedent studies and collecting data from purchase decision-makers. The findings of the study are summarized as follows. First, effects of perceived quality components of a multi-function printer on brand image were product quality, sales man's service and service quality in order of majority. Second, brand image of a multi-function printer has a positive impact on customer loyalty. This study is meaningful as it expanded the scope of study related to a multi-function printer up to the administrative field. This study is expected to help industries, who have similar business structure of a multi-function printer, establish a business strategy and support practical work and administrative consulting.

• Culinary science and hospitality research
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• v.21 no.4
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• pp.339-348
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• 2015

The purpose of this study is to suggest positioning strategy according to franchising family restaurant brands. Discriminant Analysis was utilized to suggest methodological framework that seeks to find their relative positions in the family restaurant brands. As a result, the results show that five factors (employee service, physical environment, marketing, accessibility, and food quality) were extracted from Exploratory Factor Analysis that contains twenty three questions related to service quality of family restaurant. Second, Discriminant Analysis revealed that three factors out of five including employee service, physical environment, and accessibility showed the highest discriminant power. Based on the three factors, positioning maps were made and the location of four brands were identified. Third, service quality, satisfaction, and willingness had a significant influence on revisit intention.

• Journal of Convergence for Information Technology
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• v.8 no.4
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• pp.127-133
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• 2018

In recent years, the interest and importance of the sharing economy is increasing, and car sharing services are being activated. This study examined the effect of shopping value perceived by consumers on brand loyalty and intention to use the car sharing service. The purpose of this study is to identify the effects of these relationships on utilitarian and hedonic shopping values. To verify this, data were collected from 364 car sharing users and analyzed using structural equation modeling. As a result, both utilitarian shopping value and hedonic shopping value had a positive effect on brand loyalty. Brand loyalty had a positive effect on intention to use. Therefore, this study can confirm that the use situation of car sharing service is a theoretical and practical point in suggesting shopping value considering consumption attribute. This implies that a consumer-oriented approach to the sharing economy is needed.

• Journal of the Korean Society of Costume
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• v.62 no.4
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• pp.181-194
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• 2012

The purpose of this study is to examine the attributes and internal structure of fashion brand authenticity, a new concept of brand association. For qualitative research, a total of 22 samples of consumers and professional groups were selected to implement in-depth interviews and focus group interviews. The results of this study were as follows: 1) the authenticity of fashion brand included various sub-dimensions. Attributes that constituted the authenticity of fashion brand, consisted of these following 8 dimensions: heritage, authority, relationship to place, consistency, non-popularity, trend-leading, originality and sustainability. 2) sub-dimensions of the fashion brand authenticity were once again categorized into core attributes and promoted attributes. Dimensions such as heritage, authority, relationship to place, consistency and non-popularity dimensions were inherent attributes of the brand, formed at a comparatively long time. Subsequently, these were categorized as core attributes of the authenticity of fashion brand. The trend-leading, originality and sustainability can form in a relatively short period of time by accepting the change, so it was categorized as promoted attributes which were created at the front stage with the consumers.

• Journal of the Korean Home Economics Association
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• v.44 no.12
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• pp.105-115
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• 2006

The purpose of this study is to apply conjoint analysis to fashion product development. Conjoint measurement was undertaken on the traditional casual market, composed of Polo, Beanpole, Maru and Giordano brands. Product's attributes, such as brand name, price, country of origin and style, were selected as choice factors. Twelve profiles were used for full-profile stimulus cards method. Based on the importance and utility rates of the product attributes, preferences for the products currently in the market and simulated products were calculated. The results increased our understanding of the trends in traditional casual market and assisted in the preparation of marketing strategies for each brand.

• Journal of the Korean Society of Food Culture
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• v.33 no.6
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• pp.543-549
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• 2018

Product replacement (PPL) is used widely in marketing and plays crucial roles but the effects of the PPL attributes on a restaurant brand are not well known. Therefore, this study examined the effects of PPL attributes on brand awareness and brand credibility. In addition, the relationship among brand awareness, brand credibility, and brand loyalty was investigated. The study found that the characteristics of PPL, such as information and entertainment, affected brand awareness. On the other hand, inconvenience did not have any impact on brand awareness. In addition, information, entertainment, and inconvenience affected brand credibility. Furthermore, brand awareness and credibility influenced brand loyalty significantly. These results suggest that PPL can be a very effective way to advertise. Hence, PPL should be done with a sense of information and entertainment than simply with more frequent exposure to consumers, which that might cause inconvenience.

• Management & Information Systems Review
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• v.31 no.2
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• pp.253-272
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• 2012

One of the fastest growing sectors in tourism industry is the use of applications from the MICE industry in various parts including business, politics, and cultural exchange due to globalization among the countries. The means-end chain theory suggests that convention participants perceive and judge convention destination as the means to achieving a desired end-state in a given destination selection situation. This study aims at establishing a convention destination's attributes, the benefits of consequences of using it, and the personal values it satisfies. A laddering interview was conducting in order to provide in-depth probing and to elicit responses from 96 visitors. This study presents the unique pyramid-structure of the means-end chain; a model linking perceived convention destination attributes to values. Understanding these concepts provides opportunities for convention destinations to target market segmentation and advertising based on the participants' desired end-states. In conclusion, the major correlations of attributions of the visitors, consequences, and the values are; informativeness(A), activity(A), tourist attraction(A) - sympathy(C), human relations(C) - self-development(V), and fellowship(V).

• Journal of Korea Entertainment Industry Association
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• v.13 no.7
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• pp.61-74
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• 2019

The purpose of this study is to examine women's propensity to consume cosmetics and to investigate the effects of the consumption propensity on product selection attributes and information search behaviors. The purpose of this study is to propose practical implications for corporate management and to provide useful information for setting the marketing direction in the cosmetics industry by identifying differentiated marketing strategy for the cosmetics market. The results of the study are as follows. When the factors of each variable are extracted, the shopping propensity was derived from trend pursuit, pleasure pursuit, show-off pursuit, and economic benefit pursuit propensities, while product selection attributes were derived from brand factor, service factor, marketing factor, and quality factor. To examine the relationship between variables, three hypotheses were set based on previous studies. As a result of the verification the followings were found; first, the consumption propensity has a partial effect on the product selection attributes. Second, consumption propensity has a partial effect on information search behavior. Product selection attributes were found to have a partial effect on information search behavior.

• 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.

• Journal of Agricultural Extension & Community Development
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• v.20 no.4
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• pp.1181-1216
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• 2013

This study was accomplished to enhance brand value for hanwoo and to develop strategy for brand positioning that move customer's heart. This study in order to achieve the research was carried out as follows: First, the cluster analysis based on demographic characteristics for consumer on the basis of three types segmentation on market was conducted. Market A was consisted of a well-educated, high-income and young bracket. Market B was consisted of a well-educated, high-income and middle-aged bracket. Market C was consisted of a low-income and middle-aged class. Second, consumer's positioning map was analyzed based on perceiving data which are products' functional, emotional, and self-expressive benefits about consumer's feeling beef products. This study was analyzed each relative brand advantage and structure of competition on segmented market by conjoining each brands positioning map and feature vectors map. By the result of the analysis, each brand's positioning strategy was devised. As a result of the study, the hoengseong hanwoo is competitive about all kinds of market. We chooses that hoengseong hanwoo's target is A market, because that brand is evaluated as a high-ranked quality by high-class image of luxury price, quality, brand image. For management improvement sake, this brand(the hoengseong hanwoo) is needed to effort for promoting consumer's awareness about safety and reliability.