• Science of Emotion and Sensibility
• /
• v.10 no.2
• /
• pp.221-241
• /
• 2007

It was intended in this study to identify how much contributions are made in establishment of brand personality by inputting service experience, price, advertisement, and physical environment in the service industries. Also, this study examines how service brand personality affects brand identification and repurchase intention by switching barrier. Data were collected from consumers with experience of use in Seoul and Gyeonggi-do. The result of analysis of this study was as follows: 1) It was identified that service experience, price, advertisement, and physical environment influenced on brand personality, 2) it demonstrates that service brand personality influenced on brand identification, switching barrier, and repurchase intention.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
• /
• 2015.10a
• /
• pp.737-739
• /
• 2015

The purpose of this study is to investigate the effect of brand image and purchase attitude on IT new and high tech product(and service). These results of the research model provide that the relationship between brand image and purchase attitude on IT new product. This study provide that the brand image is a tool for the firm's competitive power. The firms strengthen the brand image for a successful market entry.

• Asia Marketing Journal
• /
• v.9 no.1
• /
• pp.43-72
• /
• 2007

The recent development of industrial marketing explains the near absence of research on brand equity in business-to-business markets. With recent change, industrial companies have shifted from a production focus to a customer focus. Industrial brand concept is rapidly developing. The basic purpose of this study is to investigate industrial brand equity affecting the result of business relationship between industrial buyers and suppliers. This research presented a comprehensive constructive model consisting of components of industrial brand equity, and then propose the research model base on prior researches and studies about relationships among components of industrial brand equity. Data were gathered from respondents who work in industrial buying center. For this study, Data were analyzed by SPSS 11.0 and AMOS 5.0. The results of this research analysis were as fallow. Industrial brand loyalty was positively related with perceived value, perceived quality, brand awareness, relationship satisfaction, switching cost, relationship commitment. Also, Industrial corporate performance and purchasing value was positively related with brand loyalty and relationship commitment.

• Journal of Distribution Science
• /
• v.10 no.3
• /
• pp.43-50
• /
• 2012

This study sets out to examine how a brand image that matches the advertising model has a positive impact on brand attitude and price fairness perceptions. We reviewed the constructs on the basis of previous studies and each of the concepts has been redefined. One such concept, "image congruence," refers to the harmony, fitness, and matching quality of images. For example, how well celebrity advertising model is matches the brand image shows image congruence. Results are summarized as follows: First, the congruence of brand image and sports advertising model has no significant impact on brand attitude certainty and persistence. Second, the individual's brand attitude certainty and brand attitude persistence has a positive impact on the perceptions of price fairness. Third, the congruence of brand image and sports advertising model has a positive impact on the perceptions of price fairness. The first and the third results suggest that the positive impact on the price fairness perceptions is temporary but it has insignificant effects on the formation of brand attitude causing ongoing purchases. In other words, in order to influence consumers' long-term confidence on the brand, improving the quality of products or services has to precede promotional strategies such as advertising. When an advertising model is inappropriate for the brand image, consumers perceive product price changes as a negative issue in the short term. However, in the long term, attitude formation such as consumers' repurchase intentions and word of mouth will be not affected. The second result suggests that an already existing positive brand attitude can contribute more positively to change the perceptions of price fairness. In particular, attitude persistence has greater influence than attitude certainty on the price fairness. It suggests that persistence issues such as the trading period and the frequency of transactions must be managed and controlled because they are more important than the certainty issues such as strength of belief or trust. For example, when a commercial model for expensive sporting goods matches up with the brand image, consumer feels less pressure on the price changes. However, it does not determine the consumer's repeated purchases or sustainable transactions and it also has no absolute impact on the brand trust. In other words, consumer brand attitude should be recognized and approached as a routine strategy in view of the result that it is of great value as a causal variable in the process of consumer decision-making.

• Management & Information Systems Review
• /
• v.38 no.2
• /
• pp.241-254
• /
• 2019

This study is a study on the consumer reaction to the augmented reality advertisement which is a recent issue. this study was conducted based on the necessity of marketing advertisement technique suitable for the 4th industrial revolution era. First, we present the types of augmented reality ads based on previous studies, and examined the effects of enjoyment and formation of brand attitudes on brand attachment on products or services based on the perceived value of consumers for these types of ads. This study is briefly summarized as follows. Hypothesis (H1) empirical value had a positive effect on pleasure, and hypothesis H2) empirical value also had a positive effect on brand attitude. Hypothesis (H3) symbolic value had a positive effect on pleasure and hypothesis (H4) symbolic value had positive influence on brand attitude. Hypothesis (H5) Practical value has a positive effect on pleasure. Hypothesis (H7) Pleasure affects positively (+) influence on brand attitude. Hypothesis (H8, H9) enjoyment affects affection and brand attitude affects affection positively. Hypothesis (H6) Practical value did not affect brand attitude positively. It can be seen that the augmented reality advertisement communicates with consumers through experience or symbolic side rather than perceive practical value by consumer. The implication of this study is that the augmented reality advertisement is highly interactive with consumers and can induce consumer participation. This means that consumers are more aware of empirical and symbolic values rather than experiencing practical value through augmented reality advertising.

• Journal of Digital Convergence
• /
• v.15 no.7
• /
• pp.181-190
• /
• 2017

The purpose of This study was to find out the effects of the hotel advertising attitude and brand image on customers' purchase intention. For this study, a total of 306 questionnaires among collected data for customers who experience hotel service at five star hotels located in Seoul from April 1, 2015 to April 30, 2015 was to ensure a valid sample. As a result of the experiments which conducted by factor analysis and regression analysis, it shows positive significant effects in purchase intention of "feeling and persuade attitude factor" and "reputation and usefulness attitude factor", but it is not positively effected continual purchase intention in hotel customers. Also, it shows positive significant effects on hotel customers' purchase intention of "emotional brand image" and "physical brand image". From the study, it is expected to find efficient ways to activate purchase intention on hotel products through differentiated advertising and brand image. In addition, it should be considered that positive images building up emotional and physical characteristics in hotels for establishing consumer-brand relationship. From the study, it is expected to find efficient ways to activate purchase intention on hotel products through differentiated advertising and brand image.

• Management & Information Systems Review
• /
• v.36 no.1
• /
• pp.21-40
• /
• 2017

This study is to examine the effects of marketing communications strategies which are also buying brand image and beauty services supplier discount information on consumer attitudes. Beauty service providers will have to consider that price discounts are worried impact on the brand image and purchase intentions. In this study, an empirical analysis demonstrated the impact on the brand image, price discount and discounts way. Discount in this study was shown to negatively affect the brand image, there is also a purchased showed a positive impact. Therefore, the proposed price reductions only way to save off the asking price was lower this distinction and professionalism. On the other hand, intent-upon price discount were positive. If such a price discount if the discount just present attitude towards the use of low discount rates but suggested it was found that the intent is absolutely high.

• Journal of Convergence for Information Technology
• /
• v.9 no.4
• /
• pp.48-58
• /
• 2019

Recently, companies that have already the brand familiarity based on IT technology are changing the way of financial transactions by providing mobile simple payment service. It is difficult to apply the results of research conducted on traditional financial products, although the familiarity of the brand positively affects the brand attitude and intention of use in the preceding studies. To confirm this, this study verified whether mobile simple payment services of a company with high brand familiarity can copy the service easily and have intention of use through advertisement acceptance. The empirical results showed that the advertising of brand with high familiarity could be a motivation factor to imitate new services more easily. This results is meaningful in that it confirms the importance of strategic advertising because the more higher the brand's familiarity is, the more efficient the advertising can be used in the mobile simple payment service.

• Journal of the Korean Society for Library and Information Science
• /
• v.56 no.1
• /
• pp.321-345
• /
• 2022

Public libraries have been facing new challenges as the number of channels providing information resources has been increasing due to information and communication technology development. The perception of public libraries of the general public is that they should continue to play a substantial role in information services. However, the libraries' environments are changing, and the public's needs are diversifying, so public libraries also need to differentiate themselves from other organizations that provide similar services. This paper proposes branding as a solution to create differentiation. The study conducted a questionnaire survey with Koreans in their 20s. A series of statistical tests with the survey data showed the impact of the brand association elements on customer satisfaction and brand loyalty and identified unique factors in public libraries. For example, Brand associations such as material-based services, benefits, and attitude affected both dependent variables. On the other hand, the non-product association such as space/place images did not. Based on these findings, we provided implications for introducing branding in public libraries.

• Asia Marketing Journal
• /
• v.13 no.4
• /
• pp.191-212
• /
• 2012

With the introduction of the Capital Market Integration Act in 2009, the new competitive scope and paradigm is opened in Korean financial services market. The change of financial industry and institutions will lead to the behavioral change of customers who consume and choose financial services. While researches from the financial perspective have been conducted, works from the marketing or customer oriented approach has long been relatively ignored. The purpose of this study is to investigate influencing factors and process of financial services customers' choice behavior. More specifically, the main theme is how to enhance customer brand loyalty and purchase intention through the perception of overall quality of the service product. An integrated conceptual model including antecedents, mediating variables and consequences is established through comprehensive literature reviews of extant works on environmental change, customer behavioral change and choice behaviors. Hypothesis testing is done with SEM analysis. According to the results, the attractiveness of financial product, the reputation of financial firm, and self-brand image congruence among exogenous variables make a positive effect on perceived overall quality. And perceived overall quality has a significant effect on brand loyalty.