• The Journal of the Korea Contents Association
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• v.10 no.3
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• pp.282-293
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• 2010

Currently, due to the rapid growth of Internet businesses, competition is deepening even in Internet portal markets. In markets where competition is severe, companies can no longer hold a competitive advantage if they cannot deliver their own distinguished, unique images to customers. Therefore, this research planned to establish distinguished positioning strategies by comparing competition relationships among portals which go through building positioning maps and understanding the evaluation attributes and ideal points of internal portal images preferred by segmented customer groups. College students who are heavy users of the Internet were selected as research subjects, and they were led to make an evaluation of the image of Internet portals they mainly use. The analysis result showed that attributes distinguished the most among portals were entertainment, additional service, and convenience while the attribute distinguished the least was customer service. Moreover, understanding of preference and ideal points regarding portals also showed significant differences by segmented groups. Such research results are expected to become meaningful raw data in regards to building distinguished market segment strategies in Internet portal markets.

• Science of Emotion and Sensibility
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• v.14 no.2
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• pp.321-330
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• 2011

Images of smoky make up illustrations with different the brightness tones for typical Korean eyes (standard one, small single eyelid and tailed up style) were systematically analyzed using vision-based emotional descriptive language for students majoring makeup and professional group. We identified that various images could be expressed by changing smoky makeup tones on eyes types through analysis of the emotional descriptive language. The smoky make up image recognition of smoky make up illustrations was almost consistent between the students and the professional group, but there was the distinct difference of image perception by two groups for some smoky make up illustrations due to the generation gap as well as their make up expertise and techniques. We suggested the image positioning maps which expressed the emotional reaction felt according to eyes shapes and smoky make up tones. The positioning maps were to provide criteria for various images to be able to express by smoky make up.

• Journal of the Korean Data and Information Science Society
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• v.24 no.3
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• pp.427-436
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• 2013

Social media is drawing attention among companies for its potential as a marketing tool. There are many types of social media and their characteristics are varied, and thus choosing the appropriate social media considering the purpose of the company is important. In this paper, we conduct comparative analysis on the popular social media such as Facebook, Twitter, Naver blog, Youtube, Cyworld and Me2day using multidimensional scaling method. The result shows that there are differences in the effectiveness of enhancing diverse dimensions of corporate image among social media. This result can be used in developing social media based marketing strategy.

• Journal of Fashion Business
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• v.6 no.4
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• pp.1-16
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• 2002

The purpose of this study is to investigate any differences in perception of fashion brand positioning between a manufacturer and a consumer. So this can provide theoretical suggestions for the development of brand positioning strategy for fashion brand. For this study, three brands, (MINE, TELEGRAPH, and MICHAA,) were selected by the criteria. The data were collected via a selfadministered questionnaire and analysed by the statistical method. The results of investigation were as follows: 1. The consumers had good attitudes in the order following: MINE, MICHAA, and TELEGRAPH in the factors1). In the case of purchasing the goods, the result of the research showed presented that the consumer had better attitudes than in the case of unpurchasing the goods. Contrary to our expectation, TELEGRAPH has the best attitude in personality, one of the factors. 2. In the image positioning map between the manufacturer and the consumer, the consumer had the same perception about the manufacturer. However, there is a gap on the degree of agreement for positioning map. In the case of purchasing the goods, the result of the research represents that the consumers are similar to the manufacturer in perception of the image positioning. 3. In the results of forming attitudes and recognizing brand by the consumer, there is a difference in brand positioning. The display and the shop appearance are very important means of attractions very to the consumers but salesmen‘s service or direct mail (DM) do not appeal to the consumer.

• Journal of Agricultural Extension & Community Development
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• v.20 no.4
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• pp.1181-1216
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• 2013

This study was accomplished to enhance brand value for hanwoo and to develop strategy for brand positioning that move customer's heart. This study in order to achieve the research was carried out as follows: First, the cluster analysis based on demographic characteristics for consumer on the basis of three types segmentation on market was conducted. Market A was consisted of a well-educated, high-income and young bracket. Market B was consisted of a well-educated, high-income and middle-aged bracket. Market C was consisted of a low-income and middle-aged class. Second, consumer's positioning map was analyzed based on perceiving data which are products' functional, emotional, and self-expressive benefits about consumer's feeling beef products. This study was analyzed each relative brand advantage and structure of competition on segmented market by conjoining each brands positioning map and feature vectors map. By the result of the analysis, each brand's positioning strategy was devised. As a result of the study, the hoengseong hanwoo is competitive about all kinds of market. We chooses that hoengseong hanwoo's target is A market, because that brand is evaluated as a high-ranked quality by high-class image of luxury price, quality, brand image. For management improvement sake, this brand(the hoengseong hanwoo) is needed to effort for promoting consumer's awareness about safety and reliability.

• Culinary science and hospitality research
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• v.23 no.2
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• pp.86-94
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• 2017

This study was conducted to derive a positioning map using multidimensional scaling method to understand how the brand image of national foods including Korean food, Chinese food, Japanese food, Thai food, and Vietnamese food is perceived by domestic and foreign tourists. In order to achieve the research purpose, this study collected 250 data through online and offline surveys for potential food tourists who are interested in visiting overseas. Except the unfaithful responses or missing values, 202 data were analyzed. As a result, first, 8 factors which are considered to be important by food tourists were extracted. Second, the result of similarity analysis using ALSCAL and PROXSCAL did not show that the foods of the five countries were very similar, but all countries seemed to be more likely to compete with each other. Third, attribute selection also indicates that mean value of food taste (3.88), national image (3.82), and sufficient food quantity (3.65) had high level of importance, respectively. These results may provide practical implications for development of branding strategy in food tourism.

• Journal of the Korean Data and Information Science Society
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• v.21 no.1
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• pp.11-20
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• 2010

The purpose of this study is to analyze the images of the Military Academy, Naval Academy, Air Force Academy, Police Academy, and Armed Forces Nursing Academy using multidimensional scaling method. For this research, we surveyed 363 applicants to special purpose academies including Military Academies and Police College. The study showed that the Military, Naval, and Air Force Academies had stronger image than the Police Academy in the area of physical strength, tradition, and fellowship between senior and junior. On the other hand, the Police Academy had better image in the area of social activity and applicant's academic achievement. The Military Academy had been evaluated the best school among the three Academies in the area of applicant's academic achievement, educational environment, faculty, tradition, and fellowship between senior and junior.

• Culinary science and hospitality research
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• v.13 no.2
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• pp.275-291
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• 2007

The growth of foodservice industry has caused keen competition in the family restaurant industry. For a differentiation strategy to be competitive, on the preferential basis, it is necessary for each family restaurant business to analyze its position in the market. Therefore, this study is to certify customers' perceived servicescape and image similarity and analyzes positioning of seven family restaurants. For this research, multidimensional scaling(MDS) is performed to determine how they are positioned relative to competitors. According to the result of the positioning map(ALSCAL and PROFIT map), it is found that Outback steakhouse, T.G.I. Friday's, Bennigans' have more strong competitiveness than VIPS, Marche and Sizzler in servicescape factors and restaurant selection attribute except menu diversity. But the preference order does not follow the order of competitiveness. This result from the positioning map means that each business needs various marketing strategies that cannot be copied easily.

• Journal of the Korean Society of Costume
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• v.66 no.7
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• pp.50-68
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• 2016

The objectives of this study are to identify the self-image and preferred fashion styles that Korean career women seek in different daily situations, and to propose a positioning map in accords with the findings. The study conducted a survey and in-depth interviews. The study used twenty items of self-image adjectives extracted from existing studies, and eighteen fashion style stimuli collected by examining women's wear brands. The study surveyed 329 career women. Their daily situation was classified into five situations; external meeting and presentation, ordinary work, wedding and family gathering, blind date or date, and meeting with friends and acquaintances. The analysis results of this study showed that self-image and fashion style preferences are relevant to daily situation. The image most sought in external meetings and presentation was the 'Elegant' image, and the image most sought in meetings with friends and acquaintances was the 'active' image. Women on dates or blind dates sought the 'feminine' image the most, however they preferred to avoid this image during external meetings and presentations. Among fashion styles, the 'elegant/classic' style was most preferred, and the 'sexy/avant-garde' style had the lowest preference among all the styles. 'Mannish' was preferred in ordinary work and meeting with friends and acquaintances, however, it was shown as having the lowest preference level in blind dates or dates. The 'romantic/natural' style was highly preferred in meeting with friends and acquaintances, however it had a low level of preference for external meetings and presentations. This study has significance in providing practical information to utilize in fashion industry by identifying the relationship between self-image and preferred fashion style sought by career women according to daily situation, and using the results to propose a positioning map.