• Journal of Korea Entertainment Industry Association
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• v.13 no.1
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• pp.35-46
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• 2019

In this study, we conducted an empirical analysis to examine the effects of corporate cultural marketing activities on customer satisfaction and customer citizenship behavior through positive emotion variables. For this study, we conducted a survey on customers who have experienced cultural marketing activities of companies. The results are as follows. First, among the four factors of culture marketing activities, 'sponsorship','synthesis','style', and other factors excluding 'sales' factors influenced positive emotion. Second, positive emotion have a positive effect on customer satisfaction with products and services. Third, positive emotion affect voluntary customer citizenship behavior. As a result, it can be seen that the marketing activities of companies practicing cultural activities, differentiation of products and services based on culture, and formation of corporate culture emphasizing culture lead to positive emotion of customer. In addition, positive emotion are likely to lead to customer satisfaction with products and services, and furthermore, in order to create common value, it is sometimes possible to lead to customer citizenship behavior that voluntarily perform the same role as the company's spokesperson have. Based on the results of this study, it is necessary for domestic stakeholder to engage in innovative perspectives and ongoing activities based on the essential concepts of cultural marketing to secure customer and build competitive advantage.

• Asia Marketing Journal
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• v.11 no.2
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• pp.149-172
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• 2009

Prior research has investigated different effects of brand performance information such as premium price information and market share information on brand equity components - quality perception and brand preference. It was shown that the differential effects of brand performance information could depend on product-related variables like product category concept and quality variation in the product category. In this study, we conducted an experiment to find out how personal characteristics such as self-construal, price perception and brand commitment could influence the effects of different types of brand performance information. The results show that individuals who have independent self-construal, favorable price perception and emotional commitment with the brand develop more favorable evaluation of the premium price performance information resulting in more positive evaluations of the brand. However, individuals who have interdependent self-construal, unfavorable price perception and cognitive commitment with the brand develop more favorable evaluation of the market share performance information resulting in more positive evaluations of the brand. We discuss the theoretical and practical implications of this study and its limitations, along with future research interests.

• Journal of Digital Convergence
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• v.10 no.9
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• pp.165-174
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• 2012

In recent years, online brand community has become an important means for firms to make, maintain and improve their relationship with the customer. Customers or would-be customers discuss, learn about the products and share passion together. In this paper, we investigate the effects of the online brand community's characteristics and its perception on customer royalty to the community and purchase intention of consumers for the products. Variables of online brand community's characteristics include community reputation, social presence, pleasure, and interactivity. For those of the community's perception, we consider membership, influence, emotional band, and fulfillment of desire. Findings show that the online brand community has indeed positive effects on the brand equity by enhancing the relation between consumers and brand, ultimately providing firms with strategic resources and competitive advantage. Managerial implications are discussed.

• The Journal of the Korea Contents Association
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• v.11 no.4
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• pp.177-185
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• 2011

Craft industry in Iran in the past to preserve the technology and production methods, or a newly developed in modern technology, techniques, and material that are intended to use in the decorative, practical characteristics, and the general public are using living water district, ornaments, symbols, products, and so on are collectively, craft industry-specific regional environmental, air velocity, ruins, etc. based on the characteristics of the region's traditional or artistic nature to produce products with the industry, the craft inherent in cultural element out of the help of stock, production, distribution and consumption of a series of process, namely the commercialization of the craft. This future-oriented State images for a unique sentiment based on the tradition of craft culture prize of Korea national image to create a decisive role in the would do. Therefore, in this study, consumers of the craft cultural products awareness and marketability to domestic craft industry status and enhance the use of the show. In addition, based on craft culture industry's efficiency and the issue is what the research and improvement.

• The Journal of the Korea Contents Association
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• v.18 no.2
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• pp.280-289
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• 2018

Traditional market is a place filled with traditional culture and sentiments of the local population, so this is not just a commodity trading places that has been at the centre of our life, including culture and the local economy and the people of the community. However, many consumers still ongoing by the facilities that aging is deprived to the department stores and hyper-marts. Also, low awareness of the displayer, including the internal facilities, is very reality is bad development compared to the appearance, in particular product names, price tags and one mark of origin, such as signs, despite Upon entering the market first leaps to the eye are not improved the situation as it is necessary for the improvement of typography for traditional market. Therefore, examine the fonts used in the traditional markets, proceed to further analysis in the future by building a dedicated font made of only the traditional market it has a distinctive identity and unity of the market typography to present the guidelines of the market font.

• Journal of the Korean Society of Food Culture
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• v.32 no.3
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• pp.266-274
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• 2017

This study aimed to investigate potential acceptability of Korean jang products among Halal food consumer's to predict its market possibility in a Halal food market. Focus Group Interview (FGI) was implemented to 11 Halal food consumers residing in Korea for more than 4 month. During the test, 3 types of fermented paste, doenjang, ssamjang and gochujang were evaluated by applying these to Korean foods. In depth interview was conducted on the liking of the jang applied samples, general experiences of Korean food and fermented food in their home countries. The results showed that consumers were positive to Korean jang applied samples in general. The mean liking ratings of doenjang, ssamjang and gochujang were 7.1, 7 and 7.6 on 9-point hedonic scale, respectively. Consumers focused on the sweet and spicy flavor quality of the samples. Consumers commonly responded that the doenjang tasted too salty and needed to increase sweet and spicy flavor, and ssamjang needed to increase spicy flavor as well. Sweetening was necessary for gochujang. The reasons of liking Korean jang were because the flavors were unique yet familiar. The balanced flavor of salty, sweet and spicy flavor were additional reasons of liking. However, the fermented smell of jang products were reasons of disliking the products.

• The Journal of the Korea Contents Association
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• v.10 no.10
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• pp.318-325
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• 2010

This study is to examine loyalty building model which reflected differentiated traits of professional service to establish strong loyalty for gaining competitive edge. Professional service is where consumer can not easily predict the result of service as well as other common traits. It also has trait that is difficult to evaluate service satisfaction and quality even after using the service because knowledge imbalance between service provider and user is great. Therefore, in professional service, satisfaction and emotion that consumer perceives in the service use process will play critical role in loyalty formation. As a result, the model of this study divided dimension into responsiveness satisfaction which is satisfaction dimension of professional service use process, interaction satisfaction, technical satisfaction and structurally examined the relationship between emotional commitment and cognitive commitment and the relationship between dimension of commitment and loyalty. The analysis result show that dimension of satisfaction which perceived in professional service use process increases both emotional commitment and cognitive commitment and these commitments effect to loyalty formation.

• Management & Information Systems Review
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• v.33 no.3
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• pp.59-76
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• 2014

This research tries to present the role of Jung, which is well known as Koreans' traditional emotional attachment in service recovery process. Prior research on the service recovery have focused on relationship among perceived justice, recovery satisfaction and forgiveness. Especially perceived justice including distributive, procedural, and interactional justice has addressed as most important antecedents of recovery satisfaction. Although the pivotal role of emotional factors for successful service recovery has agreed by many researchers, relatively little attention has been paid to this issue. During the service recovery process, even if customer perceived recovery effort from service provider as justice one, they might feel displeasure or dissatisfaction. It means prior researches have underestimated the importance of emotional aspect, especially for Korean perspectives. In this study, we examined customer reactions to service failure and recovery process in restaurant service settings. Specifically, we focused on the moderating effect of 'Jung' on the paths between perceived justice and outcome variables such as forgiveness and recovery satisfaction.

• Journal of the Korean Society of Food Culture
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• v.27 no.5
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• pp.512-520
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• 2012

This study investigated the sensory characteristics of adlay tea favorably consumed by Korean consumers and analyzed the drivers behind for liking or disliking adlay tea. Six adlay tea products showing the highest market share in South Korea were selected. Sensory properties of the six products were analyzed using generic descriptive analysis. Among these, four products were further selected for consumer taste acceptance test. Sensory lexicons of adlay tea were developed by trained panelists, and the sensory characteristics of each adlay tea product were measured based on the perceived intensities of these attributes elicited from the samples. In the consumer taste acceptance test, frequent tea and coffee drinkers participated. Consumers rated the acceptance of each tea product on a 9-point hedonic scale and evaluated the reasons for liking or disliking each product based on the check-all-that-apply method. Analysis of Variance, principal component analysis, frequency analysis, and correspondence analysis were utilized for statistical analysis. Twenty sensory attributes were developed in order to characterize the six adlay tea products. The results of the descriptive analysis showed that attributes such as viscosity, black soybean flavor, goso flavor, peanut flavor, seaweed flavor, green, and presence of chunks were key factors differentiating the adlay tea products. In the consumer taste test, roasted flavor, goso flavor, peanut flavor, and presence of chunks were positive drivers for liking the adlay tea products, whereas seaweed and green flavors were negative attributes that drove consumers away.

• Journal of the East Asian Society of Dietary Life
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• v.22 no.2
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• pp.190-198
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• 2012

This research evaluated and analyzed the level of acceptability of spinach according to blanching time by testing consumer taste of corresponding countries for the purpose of globalizing Korean food. General taste, appearance, flavor, and texture of spinach blanched for 20 seconds were highly evaluated by Koreans and Japanese ($p$<0.05), who are used to the method of slightly blanching, mixing, and eating spinach. On the other hand, general taste, appearance, flavor, and texture of spinach blanched for 5 minutes was highly evaluated by the French ($p$<0.05), who are used to eating boiled spinach. Concerning the result of JAR, there were clear differences in hardness and boiling level according to country among spinach samples, even though they were blanched for the same time and mixed with the same spices. Koreans and Japanese evaluated that hardness and boiling level of spinach blanched for 20 seconds were proper, whereas the French evaluated that spinach scalded for 20 seconds was too raw and crispy. Under the same context, French consumers evaluated that hardness and boiling level of spinach blanched for 5 minutes was proper, whereas Koreans and Japanese evaluated that spinach blanched for 5 minutes was boiled too much. These results show that familiarity level is an important driver of affecting the preference levels for three kinds of spinach according to country.