• 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 Fashion Business
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• v.21 no.1
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• pp.1-11
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• 2017

This study investigated the effect of brand history, congruity between country of origin and conspicuous consumption of fashion brand, based on the evaluation of customers. The factorial design was constructed as a 3-way mixed design: 2(brand history: presented vs not presented) ${\times}$ 2(congruity between Country of Brand(COB) and Country of Manufacture (COM): congruent vs incongruent) ${\times}$ 2(conspicuous consumption: high vs low). A total of 302 men and women aged above 30 and living in Seoul or within the capital area, were enrolled as subjects. Of these, 26 insincere responses were excluded and a final total of 276 responses were used in the analysis. The statistical analysis included reliability analysis, three-way ANOVA, and simple interaction effect analysis with SPSS 18.0 statistics. Our results indicate that brand history, congruity between COB and COM, and conspicuous consumption had significant effect on the fashion brand preference of consumers. Furthermore, presenting the brand history resulted in higher brand preference. Second, the brand history and conspicuous consumption had a significant interaction effect on brand preference. Consumers with higher conspicuous consumption showed significantly higher brand preference than those with lower conspicuous consumption. Third, congruity between COB and COM and conspicuous consumption had a significant interaction effect on brand preference. However, when COB and COM were dissimilar no significant effect of conspicuous consumption on brand preference was observed.

• Proceedings of the Korean Society of Community Living Science Conference
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• 2009.09a
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• pp.100-100
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• 2009

지명(地名)은 그 지역의 역사와 전설, 문화, 풍속은 물론 독특한 자연환경이나 생활 모습을 담고 있어 농업농촌의 지역적 특성을 나타낸다. 본 연구는 지명유래의 활용성 증진의 한 방편으로 브랜드 및 문화관광상품 개발을 위해 강릉시 지역의 자연마을 지명유래, 이미지, 관광자원 등을 조사하였다. 강릉시의 자연마을 유래 233건에 대한 자료는 국토지리정보원, 문화원자료집, 강릉시 홈페이지, 산, 강, 골, 고적, 못 등 그 외 지명자료는 한글학회 지명총람에서 1,147건을 수집하였다. 자연마을지명의 유래 233건을 8개 유형으로 구분하면 자연지리 60건, 인문지리 40건, 생태환경 37건, 산업경제 14건, 역사 14건, 유적유물 5건, 민속 49, 종교 14건이며, 지형(27건), 풍수(19건), 고사(19건)관련 유래가 많았다. 강릉시 지역브랜드 개발을 위한 요구도 조사는 지역민 162명과 방문객 154명 총 316명을 조사하여 SPSS WIN 12.0 프로그램을 이용 분석하였다. 응답자의 일반적인 특성은 남성이 50.6%, 대졸자가 54.1%, 연령은 40대(26.9%), 1500만원-3000만원 미만의 연소득자 32.3%가 가장 많았다. 강릉시의 형용사적 이미지를 기술통계량으로 살펴보면 지역민은 전통적인, 평화로운, 보수적인, 순수한, 따뜻한 순으로, 방문객은 순수한, 평화로운, 활기찬, 전통적인, 정감있는 순으로 평균값이 높게 나타났고, 요인분석에 의한 지역민과 방문객의 인지적 형용사 도출결과는 진취적, 평화적, 보수적인 3가지 요인이다. 또한 강릉의 대표적 상징자원은 지역민은 경포대(60.5%), 선교장(24.7%), 오죽헌(23.5%)순이며, 방문객은 경포대(74.7%), 정동진(22.7%), 오죽헌(18.8%) 순으로 높게 응답하였고, 지명 호감도는 지역민의 경우 송림(51.2%), 몽룡실(32.1%), 연화장터(18.5%)순이며, 방문객의 경우 송림(43.5%), 솔밭말(23.4%), 금단이(18.2%)순으로 높았다. 향후 본 연구에서 제시된 연구를 통하여 강릉시의 지명을 활용한 브랜드개성을 측정할 수 있어 마케팅 관점에서 강릉시의 브랜드를 도출하는데 기여할 수 있을 것이다.

• 지역과문화
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• v.7 no.1
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• pp.153-182
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• 2020

Andong is the place where the most ginger is produced in Korea. The article is based on a study on the development of storytelling of a co-brand of local agricultural products, focusing on the case of 'The Geudae Ginger,' a co-brand of ginger in Andong. This study aims to develop a brand storytelling of Andong Ginger's co-branded 'Geudae Ginger' to build an image as a local specialty and help revitalize the Andong ginger's industry. The process of developing storytelling to activate 'Geudae Ginger' brand is as follows. In the first step, I collected storytelling materials through data research. Ginger, which has long been used as a medicine for mankind, has more historical and cultural stories than anything else. In the second step, story resources were extracted based on data research. By analyzing the story properties of Andong ginger, we made its list. As a result, the image of the nobility, rigidity and chastity of ginger, which is used to benefit all over, could be associated with the image of Andong, the capital of Korean spiritual culture. Storytelling was developed in the third step. The main theme was 'Andong ginger with anther level ' and the main story was 'The Story of Andong's Ginger Teacher'. The scenario developed is as follows: 1. Introducing Andong's Ginger Teacher, 2. The birth of Dosan Thirteen Tea, 3. 'Geudae Ginger' that bridges love. In the last fourth step, I proposed ways to utilize storytelling. I presented the spread methods of consumer-participated storytelling using images of 'Geudae Ginger' and a new-tro event with teachers highlighting the image of 'Ginger Teacher' and others as a local business program for storytelling expansion.

• Journal of architectural history
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• v.26 no.3
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• pp.31-38
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• 2017

The retail store, which appears in various ways of the modern city, is the architectural result that the merchandise is finally delivered to consumers. The relationship between the commerce based on manufacturing and distribution and the retail store as urban architecture can be understood not only from the viewpoint of economics and business administration but also the problem of the formation of urban history and urban organization. The modern industrial development in Korea had been progressed by the state led, as the manufacturing and distribution developed in turn. This social and economic situation influenced the formation of the retail store of the city. This is different from the West, which the development has been conducted together. The cosmetics sales space, which is the subject of this study, has changed in various forms from the 1960s to the 1990s. Cosmetics brand retail shop is a corporate brand-based space, but paradoxically, it has a historical characteristic of urban architecture in that it is branding city street. This specificity of Seoul is unexplained by the development process of the Western and does not exist as a physically huge or special construction sometimes. However, it operates as a urban architecture in Seoul where the complicated.

• 주택과사람들
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• s.210
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• pp.90-93
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• 2007

57년의 건설 역사를 지닌 한신공영은 단일 세대로는 국내 최대 규모인 2만여 세대의 반포 한신타운을 비롯해 지금까지 전국 30만여 세대의 주택 보급 실적과 경부 고속도로 및 경부 고속철도 등을 건설했다. 대한민국의 경제 발전과 함께한 한신공영의 브랜드 가치와 경쟁력에 대해 살펴보았다.

• The Journal of the Korea Contents Association
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• v.18 no.4
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• pp.202-213
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• 2018

In order to survive the competition, cities are trying to form an original city brand through attractive city contents. The purpose of this study is to investigate the factors of urban brand formation and to present the framework of the theoretical concept. The purpose of this study is to examine the main factors of city brand formation by examining the precedent studies of city brand, and to suggest new urban brand conceptualization based on this. In this study, we analyzed the factors of city brand which are mentioned in 20 major researches on the evaluation criteria or strategy among the previous studies on urban brands. As a result of the study, the main factors that form the city brand can be classified into 1) landscape factors, 2) administrative factors, 3) historical and cultural factors, 4) cognitive factors, and 5) empirical factors. Based on these factors, it is possible to form an original city brand, which is expected to enhance urban competitiveness in the future.

• The Journal of the Korea Contents Association
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• v.7 no.8
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• pp.174-181
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• 2007

As part of city marketing, many local governments are recently developing or have already developed a slogan for their own city brand. This study aims to provide basic source materials for an efficient and more systematic way in current development of the slogan for a city brand. Therefore, this study compared and analyzed the cases for developing the slogan for a city brand in Korea and in other nations, presenting some feasible solutions. As for the characteristics of the slogans for city brands in Korea, they were all campaign-type slogans with a single-component structure that includes the city's name. They mostly used values as their subject material. The basic requirements for producing a successful city-brand slogan include the emphasis on the quality of being unique and differentiated. A city-brand slogan must incorporate the kind of natural environment, the culture, the history, etc that are unique to the region in order to become a creative and unique slogan. Rather than being swayed by short-term trends, a city-brand slogan must have a long term vision and strategy as well as a clear and accurate setup. Also, a city-brand slogan will proliferate and create values as a brand when shared communications with all local residents continue to occur after developing the slogan.

• The Optical Journal
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• s.128
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• pp.28-30
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• 2010

1960년 국내 시장에 처음으로 복사기를 선보여 사무기기 업체라는 새로운 분야를 개척한 신도리코(대표 우석형, www.sindoh.com)가 올해 7월 7일 창립 50주년을 맞이한다. 지난 반세기 동안 사무용 복합기 시장에서 한 번도 빠짐없이 점유율 1위를 고수해온 저력을 바탕으로 글로벌 브랜드 'SINDOH'와 함께 세계 속에 새로운 50 년의 역사를 세우기 위해 힘찬 도약을 준비 중인 신도리코의 최종하 전무를 만나 신도리코의 그간 행보와 새로운 반세기 도전을 향한 비전을 들어보았다.

• Cross-Cultural Studies
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• v.44
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• pp.393-410
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• 2016

This paper examines why Japan's nation branding strategy is not working in South Korea in spite of expanding relations between Korea and Japan. Japan has successfully managed its national reputation, which altered its image around the world. However, Japan's nation-image in South Korea has not kept up with its efforts internationally. Political and economic interactions between Korea and Japan have increased throughout the past decades since the normalization of diplomatic relations in 1965. Also, the normalization of cultural-social relations emerged after the Korean government policy restricting Japanese popular culture was removed in the 1990s and overseas travel was liberalized in 1989. In spite of the improvement in politico-cultural-social relations, trust-building efforts still stagnate between the two countries. This paper discusses the reasons behind this phenomenon and provides some suggestions to solve this issue.