• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2017.10a
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• pp.194-196
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• 2017

is a MOBA game developed by 2015 at the Tentent's Tianmei Studios. The operation of the game was very successful, ranking first in the global mobile gaming revenue list in May 2017. However, most of the discussion about this game are the moral critique of game addiction. In fact, a game's success is closely related to the Marketing strategy beyond the contents of the game. This research using a neutral point of view to see the communication modes of during the early, development and outbreak period, analyze the integrated marketing communication strategy (IMC) through the method of case study, and concluded that the key to the success of IMC is the flexible use of various communication methods to achieve a three-dimensional offensive according to the famous Synergy Theory. It is also hoped that this article will be helpful for practitioners to realize the importance of Publicity and promotion of other game products.

• The Journal of the Korea Contents Association
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• v.17 no.3
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• pp.643-653
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• 2017

The purpose of this study is to analyze the influence of Trans Media Brand Experience on Brand Image, Brand Preference, and Purchase Intent. Trans Media experience refers the act of enjoying contents by crossing a number of different media. With the advance of digital convergence, brand experience communication has become more diverse. This study focuses on one particular Trans Media case, Bacchus Self-Scanner by using Smart PLS to analyze 119 participants on a structural equation model. The result shows that 1) brand experience has a positive impact(+) on brand image and purchase intent, 2) brand image has a positive impact(+) on Brand Preference and Purchase Intent, and 3) Brand Preference has a positive impact(+) on Purchase Intent. As the result shows, the empirical proof that Brand Experience affects not only the indirect-effect of Brand Image and Brand Preference but also Purchase Intent as the direct-effect, and that Brand Image can affect Brand Preference and Purchase Intent, will serve as strategic implications for Brand Experience and Brand Image.

• The Journal of the Korea Contents Association
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• v.9 no.12
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• pp.637-646
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• 2009

This study aims at granting maximum high values to local brand images as megatrend in global markets by monitoring local differentiations which local images in each area are classified in abstraction on the side of cognitive aspects of consumers and finally achieving the redefinition of domestic markets with differentiation strategies for revitalizing cultural communication tools in terms of the creation of future local marketing strategies. This study newly classifies the cognitive aspects of domestic consumers into 4 distinguished patterns for creating an image of each local area and analyzes image creation factors for each local image in 5 aspects affecting the image creation of local brands.

• Korean journal of communication and information
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• v.44
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• pp.7-43
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• 2008

This study aims to identify a new direction in the consumer-brand relationship by quantitatively approaching from the psychological aspect consumers' brand love, which is the most powerful strategic element in forming an emotional consumer-brand relationship. What significance does brand love have in a consumer-brand relationship? Brand love is the most fundamental in the emotional consumer-brand relationship. Through brand ownership, consumers add meaning to their lives, and love brands by expressing themselves. Love is a scale that understands consumer-brand relationship from the most interpersonal aspect and can be considered as the most essential element in an empathetic relationship. Consumers' brand love not only determines brand image and reliability but through brand loyalty, it also influences market competitiveness. In addition, as a medium that can overcome brand crisis, it serves as a turning point of the relationship and can enhance the strength of consumers' brand love. Under such generational and theoretical background, this study took a psychological approach on love in emotional consumer-brand relationship. Focusing on the most representative theory and classification of love, Sternberg's Triangular Theory of Love, types of brand love were examined. 552 questionnaires were distributed through a survey with mobile phone service and product brands, and a factor analysis was conducted. Types of brand love revealed through the results of this study were very similar to Sternberg's types of love, and it was found that the types of brand love varied based on product category. It can be suggested that the concept of brand love is an important strategic idea in brand communication.

• Journal of the Korea Convergence Society
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• v.11 no.9
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• pp.99-107
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• 2020

The new characteristic of Millennial High-Tech Media is breaking the existing standardized creative grammar. The destructive form of high-tech media is differently accommodated according to the consumer's tendency or characteristics. The purpose of this study is to explore guidelines for effective creative strategy creation of high-tech media. In consumer psychology, consumer innovation is a key factor in evaluating the creativeness of high-tech media. The results of finding out the effect of persuasive communication on consumer innovation and advertising creative type are as follows. Informative(image) creative type showed higher attitude toward advertisement, brand attitude, purchase intention, and prior intention to consumers with high innovation than consumers with low innovation.

• The Research Journal of the Costume Culture
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• v.15 no.3 s.68
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• pp.483-495
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• 2007

The purpose of this study is to examine the current situation of IMC strategies of Korean fashion brands which enter into Chinese market and to propose the efficient IMC strategies. Twenty Korean fashion brands which enter into Chinese market were selected and in-depth interviews with the managers were conducted. First, advertising is focused on magazines, and outdoor advertising, advertising in departments' magazines, distributing catalogs, and star marketing are performed in some cases. Brands often execute sales promotion activities such as price deduction, offering coupons, and presenting gifts. PR activities like events and sponsorship marketing which targets uncertain public or loyal customers are performed. PPL is conducted passively though it can be very effective. CRM is not operated systematically and customer management is conducted through tele-marketing and direct mail by shop managers. Web sites of brands have insufficient contents and are operated ineffectively. VMD follows brand's basic policy, but in cases of agents whose copyrights are transferred or branches which are place in areas where managing them is hard, shop managers operate their stores by themselves. Finally, because of socialistic consciousness, the perception about service of sales people is lacked.

• The Journal of the Korea Contents Association
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• v.21 no.11
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• pp.478-489
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• 2021

The mobile game industry is currently on the rise and is one of the major industries. Recently, advertisements among mobile games are aimed at branded content, unlike existing advertising content. In this study, we conduct a study on the advertisement effectiveness of the attributes of branded advertisements under a mobile game environment. Therefore, the impact of context congruity, perceived advertising intrusiveness and entertainment on advertising attitude, brand attitude and purchasing intention was verified through experimental research on Chinese mobile game users in the 10s and 20s. Analysis of the PLS structural equation model showed that context congruity and entertainment had a significant impact on advertising attitude, but did not have a significant impact on brand attitude. Perceived advertising intrusiveness has no significant impact on advertising attitude and brand attitude. Finally, advertising attitude had a significant influence on purchase intention through brand attitude. Through these findings, we discuss the effectiveness of mobile game branded advertisement and present effective brand advertising strategies.

• 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.

• Asia Marketing Journal
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• v.13 no.3
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• pp.249-264
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• 2011

Brand is the major enduring asset of a company and more valuable than the totality of specific products and facilities. Thus brands are powerful assets that must be carefully developed and managed. The company should design and implement marketing activities and marketing communication programs to build and grow the brand value. Strarbucks, Samsung Galaxy, and Nike brands get a price premium and generate strong customer loyalty. A power brand has high brand equity, which is the differential effect that brand knowledge has on consumer response to the marketing of that brand. Brand equity is created when brands have strong, favorable and unique brand associations with customers and high level of brand awareness. Therefore marketers in building a strong brand should ensure to develop the right type of customer experiences with products and effective integrated marketing communication(IMC) programs to create the brand equity. Since 2007 Sinhan card acquiring the LG card has developed the new brand identity and carefully managed the advertising campaign and other marketing communication mix tools to create the high brand awareness and differential brand image. In this case study we examine how Sinhan card with the goal of being No.1 brand in the credit card market has developed and implemented the IMC Strategy to build a high level of consumer brand awareness, unique brand image and strong customer relationship.

• Archives of design research
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• v.16 no.2
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• pp.385-394
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• 2003

Modem market's tendency is displaying brand strategy of Corporation sells product and consumer buys rand'.Brand acts by intermediate that reflect consumer's request and experience and attach product and consumer hat produce. Successful brand intended strategy empirical esthetics enemy, and consumer recognizes brand to novel experience and think by one fixed idea (awareness). any corporations wish to get maximum effect into minimum investment expense that reduce huge public elations and advertisement charge. Do to incuse impression for product brand through direct interview with consumer at purchase visual point, and do function hat drive purchase and the importance great rawly. Therefore, sight expression of brand image must be able to from immobile one impression in consumer's spirit being inked nearly with brand .Brand that situate by affirmative impression once can arrive in purchase by brand without alternative information being withdrawn by consumer's emory. Solution of visual expression for this being city cornification laying stress on logo and mark of brand as central element of brand image, speak as communication actor who back this. This to be Dija as direction that product and connection are deep before meaning that is sight language enemy who allow fetters special quality and the seniority in age sex language enemy of brand as ell as have direction of by methods method for problem solution present can .Therefore, relation with brand image analysis of sports equipment and consumer product purchase that this research forms market economy theoretical investigating to be effective and present direction that is image-making to be consistency this the purpose be.