• Korean journal of communication and information
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• v.61
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• pp.28-51
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• 2013

The present study analyzed the effects of brand extension on the existing parent brand by applying the media brand extension model which previous studies had suggested based on consumer based brand equity model. Based on previous studies, the present study constructed a research model in which pre-brand extension parent brand evaluation, brand portfolio quality variance, perceived number of brand extensions, perceived fit between parent brand and brand extended channel, and brand extended channel evaluation are supposed to affect post-brand extension brand extension evaluation, and tested the media brand extension feedback effects model through structural equation modeling. The analysis results show that pre-brand extension parent brand evaluation, brand portfolio quality variance, perceived fit, and brand extended channel evaluation affect post-brand extension parent brand evaluation while the effect of perceived number of brand extensions is not significant.

• The monthly packaging world
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• s.248
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• pp.94-104
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• 2013

한국브랜드디자인학회는 학문적, 사회적 발전을 위한 연구, 학술 단체로서 국가와 기업의 효과적 브랜드 구축을 위한 연구와 학술발표 및 사회현장에서의 브랜드 및 브랜드디자인의 실질적 사례발굴과 현황을 조사하고 있다. 본 연구는 한국브랜드디자인학회 제27호에 게제된 내용이다. 연구 목적은 온 오프라인을 막론하고 많은 유통업체에서 적극적으로 개발하고 있는 PB브랜드, 상품, 패키지의 변화의 필요성을 강조하기 위한 것이다. 본 연구의 범위는 대형 마트, 대형 마트의 전체 매출의 75%를 차지하고 3대 대형 마트의 그로서리(Grocery) 제품을 중심으로 선행 연구, 자료 등을 연구 분석하고 PB브랜드 패키지 디자인의 발전 방향을 제언하고 결론에 도달하였다. 연구를 통해 PB가 변화하고 있는 유통환경, 소비환경, 소비자의 의식에서 대응하고 PB의 순기능을 지속하기 위해서는 브랜드 제품 패키지 디자인의 큰 변화의 요구되고 있음을 확인할 수 있었다. PB가 가격 할인이라는 경쟁력만으로 강력한 NB들과 자사의 한정된 유통공간에서 경쟁하기에는 많은 한계를 가지고 있음을 인식해야 할 필요가 있다. PB가 가지고 있는 한계는 대부분 관여도가 낮은 Me-too 제품으로 저렴한 가격을 유지해야 하며 적극적인 프로모션 활동에 제한이 있다는 것이다. 대부분의 PB브랜드는 다양한 상품군을 제품의 속성, 가격 등을 중심으로 한 네이밍과 레터마트로 디자인되어 있으며 NB브랜드에 비해 전략적인 부분에서 많은 차이가 있었다. PB는 프리미엄 브랜드로의 필연적으로 확장되어야 하는데 반해 브랜드 전략에 한계가 있음도 확인하여 PB브랜드와 패키지 디자인은 전략적이고, 차별화된 메시지와 정보, 확장성을 고려한 디자인과 특정한 방법으로 제한된 디자인에 대한 연구의 필요성을 제언하였다. 본 연구의 선행 연구 자료를 통한 연구와 주관적인 제언이라는 한계를 극복하기 위한 후속 연구가 필요하다.

• Management & Information Systems Review
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• v.34 no.2
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• pp.79-95
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• 2015

The purpose of this paper is to evaluate the effects of perceived risk and brand attitude on licensing brands comparing with non-licensed brands(virtual brand). Data was collected through a self-administered questionnaire in quasi-experimental design setting. I designed the experimental setting that there were two virtual companies to sell the luxury bags(symbolic goods) or cruise tour(experiential goods) and to launch their goods with own brand or licensed brand. The experimental groups were composed of women consumers who were familiar with consuming experiential goods and symbolic goods. Results from the experiment suggest that consumer's perceived risk on brands gives a negative impact on brand attitude. And congruence in goods types and licensed brand values leads to difference in the level of perceived risk. In experiential goods, brand licensing from famous and experiential brands can reduce perceived risk. But in symbolic goods, brand licensing effect which reduces the perceived risk is less effective than in experiential goods. This findings suggest that brand licensing may lower the level of consumer's perceived risk, but incongruity in goods type and brand value may result in strategic failure.

• Proceedings of the KAIS Fall Conference
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• 2012.05a
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• pp.122-124
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• 2012

한국을 찾는 외국인에게 한류는 무형의 문화상품이며 새로운 자극을 원하는 외국인 수용자에게 지속적인 한류상품 개발이 요구되고 있다. 화장품 산업이 한류라는 문화적 현상을 긍정적으로 수용하고 산업적으로 재해석하여 해외 현지에 성공적으로 안착하는 과정을 살펴보고 방향성을 진단하려는 의도에서 시작되었다. 한류가 화장품 산업에 미치는 영향과 실제로 구현되는 사례를 통하여 한류의 모델이 브랜드 확장의 한 축으로 영향력을 보여주고 브랜드 자산을 키우고 있다는 것을 알 수 있다. 문화가 성공적으로 입성한 곳에 산업이 무혈입성하는 과정을 화장품 산업은 선두에서 보여주고 있다.

• Culinary science and hospitality research
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• v.9 no.4
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• pp.163-178
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• 2003

The purpose of this study is to find the effect of restaurant brand image upon service quality, price acceptability, and revisit intention, and to propose the importance of brand image to operators and managers who manage restaurants. To accomplish the purpose of this study, sampling was taken among customers who visit six deluxe hotels and six family restaurants in Seoul. Six hundreds questionnaires were distributed to each hotel and restaurant and 487 valid samples were selected for statistical analysis. The questionnaire consists of 77 items about demographical characteristics, brand image, service quality, revisit intention, price acceptability, and spending patterns. SPSS WIN 10.0 was used for statistical analysis. A research model was built up and three null hypotheses were established. Based on theses research model and three null hypotheses, the test was conducted, and the results are as follows. Brand image has an effect upon service quality, and furthermore this can be preceding variable of service quality. Also Service quality has an effect upon price acceptability and revisit intention.

• International Commerce and Information Review
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• v.14 no.2
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• pp.121-145
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• 2012

This research was performed to review the marketing PR(MPR) strategy to build the brand image of Chungnam tourism for the inducement of foreign tourist. Because each local governments are looking for the industries of new growth power from the tourism industry recently, we applied the BI strategy of Chungnam tourism with expended BLC model and GRID model after we analyzed the variety of PR situation and tasks to build the Chungnam tourism's brand image in the competitive domestic and foreign tourism industry. In the result of the study, we set up the limited brand image of Chungnam tourism newly; also we derived a specific action plan. First of all, they need every possible means for Brand Awareness PR, Issue PR, Brand Loyalty PR, etc. depend on brand life cycle with the Chungnam's tourism service products. Secondly, for the each tourism service products, it is requiring to repositioning from present position (B, C, D area) to A area by MPR strategy. Finally, many additional MPR strategies should put in to support for building the brand image for the 'Tourism Chungnam'. The strategic SNS public relations are required with considerations of items that are necessarily need to have the reasons and circumstances for the new foreign tourists, so they can have experiences for the Chungnam Tourism. For the existing foreign tourists, we should keep to build relationship in order to give them trusts and to feel sympathy.

• The Research Journal of the Costume Culture
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• v.18 no.3
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• pp.452-464
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• 2010

The purpose of the study was to give a help in making a successful expansion of fashion brand by making a close inquiry into an effect of the main brand in fashion brand on an image of the second brand and into an effect of satisfaction and loyalty for main brand on satisfaction and loyalty for the second brand. The study made a survey of the total eight brands including four main brands and each second brand, and used 217 questionnaires. The results of this study are as follows. First, The main brand image and second brand image did not match. Second, the satisfaction of the main brand affected the satisfaction of their second brand, especially in the main brand of the image, design, user experience, staff friendliness, variety of products and brands on display. Third, the ranking of main brand loyalty and the ranking of second brand loyalty were different. All the main brand loyalty had a significant effect on the second brand. The consumers who preferred the main brand had a high confidence and a strong tendency to repurchase.

• 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.1
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• pp.45-59
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• 2020

This study is to examine the effects of personal media influencer's source credibility (attractiveness, trustworthiness, expertise) and content authenticity on brand authenticity and product purchase intention. An online survey was conducted, on which the respondents were asked to watch the embedded contents of the influencer provided on YouTube before answering the questionnaire. The results of the regression analysis showed that both influencer expertise and content authenticity had a positive effect on brand authenticity. Moreover, brand authenticity had a positive effect on purchase intention and had a mediating effect between purchase intention and content authenticity. The findings are meaningful in that they not only analyze empirical advertising effects of personal media and media contents but also expand the scope of research on authenticity. This study also provides strategic implications for personal media influencers and companies which want to collaborate with influencers.

• 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.