• The Journal of the Korea Contents Association
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• v.11 no.9
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• pp.275-292
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• 2011

In this research, we executed a questionnaire survey targeting men and women in 20' or more who reside in the metropolitan area and have experienced purchasing the vehicles in order to study how Promotion Mix Activity affects Brand equity, and ultimately what kind of relation it has with Purchase intention. In the statistical process of collected data, we analyzed the data by using SPSS 12.0 for Windows statistical package and AMOS 7.0 program. As the result of analysis, first, when we analyzed the relation of the Promotion Mix Activity and Brand Equity of the companies, the more affirmative the assessment on the advertising activities of the companies was, the higher the brand popularity, royalty and image increased, And it appeared that as the assessment on PR activities of the companies got more affirmative, the brand popularity, image and royalty increased. Second, as the result of the analysis of the relation between salespersons' Promotion Activities and Brand assets, it appeared that salespersons' social capacity improved Brand awareness and royalty and their strategic capacity improved Brand awareness, royalty and image. Third, seeing the result of the analysis on the relation between Brand equity and Purchase intention, it was shown that Brand popularity had a meaningful positive(+) effect upon satisfaction and repurchase(oral) intention, and Brand royalty had a meaningful positive(+) effect upon satisfaction and repurchase(oral) intention. In addition, it appeared that Brand image had a meaningful positive(+) effect upon satisfaction and repurchase(oral) intention, and finally it could be known that Brand assets had a close correlation with Purchase intention.

• Journal of the Economic Geographical Society of Korea
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• v.23 no.1
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• pp.71-81
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• 2020

Family companies are the unique industry-academic cooperation-related systems of Korean universities created by universities to promote various forms of industry-academic cooperation with companies. It is important to figure out the current status of family companies in order to understand the achievements of industrial-academic cooperation projects that have been actively pursued since the early 2000s. A lot of studies on industry-academic cooperation have focused mainly on the university's position. On the contrary, this study focuses on understanding the current status of the family company system and the status of industry-academic cooperation. Introduced in 2004, the Family Company System expanded rapidly as it was used as a performance indicator for college financial support projects related to industry-academic cooperation, with 174,425 companies registered as family companies as of 2017. A survey of family companies registered in universities carrying out the LINC+ project shows that companies registered in multiple universities are increasing, with relatively high demand and satisfaction for industry-academic cooperation among companies. Family companies were found to be relatively satisfied in terms of the use of R&D equipment or joint research, while they were relatively less satisfied in terms of workforce training and retraining. While companies have assessed product quality improvements through industry-academic cooperation, they have underestimated the effect of increasing sales and reducing production costs. Further, it was found that it was urgent to expand incentive systems and improve online information services to boost corporate participation in order to enhance the effectiveness of industry-academic cooperation.

• Journal of Service Research and Studies
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• v.7 no.4
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• pp.15-38
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• 2017

The purpose of this study is to look into the consumers who show the consumption patterns of brand switching and repeated purchasing, find the decision factors of their brand switching and repeated purchasing, analyze the difference in marketing response variables being represented as corporate promotion activities in the brand switching and repeated purchasing process, and provide a suggestion to apply the result to marketing Therefore, it tries to help the firms, which develop push marketing as the result of excessive competition between distributors and sales competition focusing on external appearance, recognize consumers as individual substances; to propose proper efficient promotion activities; to let consumers increase loyalty to their trademark and continue to purchase their products repeatedly; and to induce competitor brand consumers to do brand switching. The results of this study are presented as follows: First, consumers who prefer events, price discount, samples, and product premium which means the products with brand or logo on them had the feature of repeated purchasing. Secondly, service benefit, point-type promotion, cost-saving satisfaction didn't affect brand switching, and only the consumers who prefer coupon-type promotion did brand switching. Thirdly, a distribution type produced the moderating effect between the repeated purchasing and coupon and coupon-type promotion, and between brand switching and service benefit.

• Journal of Service Research and Studies
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• v.7 no.4
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• pp.39-50
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• 2017

As a comparative study on the value of design concept between service provider (Developer) and service receiver (Customer) group, the aims of this study was to present a service model focused on Continuous positive airway pressure (CPAP) based on U-health care and user environment. Double Diamond-based methods led to a case study that conducted jointly by the department of otolaryngology in U hospital, Ulsan. By targeted on Sleep Apnea patients from the stage of diagnosis to CPAP treatment, variety of meaningful experiences have been extracted and classified into several types of customers. In the final analysis of the 13 service scenario models, Kano Satisfaction and Potential Customer Satisfaction Improvement Index (PCSI) were conducted with the customers, yet Score Model and Concept Position were evaluated by the service provider groups who engaged in development services. The results of this study showed that 7 items in the total of 12 items reached a consensus of viewpoint on value between service receiver and service provider, which the attributes of the service model are based on user environment. Whereas the other 5 items showed the divergent viewpoint on value which included the attributes of U-healthcare service model.

• Management & Information Systems Review
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• v.29 no.3
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• pp.23-50
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• 2010

This study is that the manufacturer's sales policy power appeared on the source of local distributors through the sale willingness impact on research for coexistence between the manufacturer and dealer sales for developing policy. Dealers in terms of the sale of regional sales willingness says "manufacturers and retailers to connect to the regional distribution on the path to regional sales representative for manufacturers based on trust companies that supply products or products manufactured by local retailers for about a unilateral will sale whether the continued willingness and indicates the degree of business". This study topics are the results of this measure will sell a total of 24 entries are four factors. In variety sales policy of each power source, First, sales policy in Reward Power, compensatory power as the manager of promotion support, sales support and sales activities will significantly impact respectively. Second, sales policy of Coercive Power, reduction of credit limits act as an element of discontent and the sales will appear in the negative hypothesis of the influence was partially supported. Third, sales policy in Referent Power, the information trust, the most significantly impact of trade policy, respectively. Fourth, sales policy in Professional Power, delay time delivery of goods, sales of our product and sales knowledge will have a significantly effect appear to be related.

• Journal of Digital Convergence
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• v.15 no.4
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• pp.549-554
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• 2017

This study conducted a survey on 319 Chinese women in their 20s to 50s living in three large cities in China, with an aim to analyze the influence on the purchasing behavior and satisfaction for Korean cosmetics depending on their complex purchasing tendencies. According to the research, the rational tendency was higher when the subjects were over 40 years old and married, and the impulsive tendency was the highest in those in their 30s. There was no huge difference in regions depending on the two tendencies, while there were statistically significant differences in purchasing period, times and costs when buying cosmetics. In addition, purchasing satisfaction for cosmetics had a positive correlation with purchasing tendencies. The subjects pursued convenience in purchasing as their rational tendency was higher, while they sought the trends as their impulsive tendency was higher. Based on the results, it is expected to maximize purchasing satisfaction of Chinese female consumers depending on their purchasing tendencies, if the Korean cosmetics makers provide reliable quality assurance, product exchange and customer management services. It is also expected to help revitalize the beauty market for China as well as Southeast Asia, if the Korean cosmetics companies implement differentiated marketing strategies targeting the customers in the age group with the impulsive consumption tendency.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.20 no.7
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• pp.571-577
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• 2019

This study examined the usability of express buses for wheelchair users to identify the effectiveness, efficiency and satisfaction of wheelchair boarding systems. The usability of 11 manual wheelchair users and nine powered wheelchair users was evaluated using the following three scenarios: boarding the wheelchair accessible bus, moving inside, and alighting the bus. The results showed that 20 wheelchair users completed three scenarios, which was distributed between 0.33 and 1.36 in the difficulty rating scale of the efficiency. The task effort of the efficiency was measured from 8.36 to 11.78. The acceptability of the satisfaction was distributed between 1.00 and 2.00, and the system usability scale was measured in an acceptable boundary of the C grade at 70.7 points with manual wheelchair users and a B grade at 73.1 points with powered wheelchair users. This study has academic significance because it provides basic evidence for accessibility, securing the right to movement and research methods of public transportation for people with disabilities. To improve the quality level of usability in the future, more study with a larger number of research participants and various wheelchair types should be studied.

• Journal of Korea Society of Industrial Information Systems
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• v.25 no.6
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• pp.47-54
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• 2020

The acupressure is a treatment that applies pressure to certain parts of the body and has been mainly used for pain relief in the field of oriental medicine. However, the treatment effect is often different depending on the practitioner's ability, experience, and physical strength, so standardized acupressure is needed. In this regard, the equipment is being released, but this is mainly a rolling massage method, which reduces energy concentration and poses a risk of injury. Therefore, in this study, a device that provides vertical acupressure based on variable bogie (wheel truck) was implemented. As a result of experimenting with load and body pressure distribution and desirability to validate the device's bearing pressure, the acupressure rod held up to 150kg, the body pressure ratio was measured lower than the body pressure ratio of the comparison item in section 0%

• The Journal of the Convergence on Culture Technology
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• v.9 no.3
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• pp.193-204
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• 2023

In recent years, the concept of influencer marketing has experienced rapid growth in both academia and industry, leading to its emergence as a crucial consideration in the marketing strategies of many businesses. Despite the significance and expansion of the influencer market, however, research on the topic has not kept pace with its growth. Thus, this study seeks to address this gap by empirically analyzing the impact of influencer characteristics on consumer behavior through the coexistence of buyers and providing an empirical contribution to expand the relevant literature. To accomplish this, a survey was conducted with a sample of 400 individuals who had purchased a product through an influencer, and 384 responses were ultimately utilized in the analysis. The results revealed that the attractiveness and empathy of influencers had a positive impact on satisfaction among coexisting buyers, while also having a negative impact on dissatisfaction. In contrast, expertise had no impact on satisfaction, but a positive impact on dissatisfaction. Moreover, satisfaction was found to have a positive impact on brand image and recommendation intention, whereas dissatisfaction had a negative impact on both. Overall, this study adds to the growing body of literature on influencer marketing by providing empirical evidence of the impact of influencer characteristics on consumer behavior, specifically through the lens of coexistence with buyers. These findings hold important implications for businesses looking to develop effective influencer marketing strategies that can enhance their brand image and recommendation intention among consumers.

• Asia Marketing Journal
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• v.13 no.3
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• pp.265-274
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• 2011

The objective of this case study is to analyze how effectively KIA K5, which is a leading mid-size car brand, has positioned itself into the mid-size car market. Before KIA launched the K5, Sonata and SM5 were the leading brands in the mid-size car market. They had loyal customers who like their similar images. As many competitors keep launching new brands or new designs into the car industry, Sonata and SM5 were pressured to introduce new versions. But, the YF Sonata and the New SM5 failed to catch up with the new trends in the market. Whilst YF Sonata was perceived as too innovative, the New SM5 was treated as an old car by the target customers of the mid-size car. While the two leading brands struggled to attract customers, KIA K5 found a new market space by identifying and focusing on the lucrative replace and up-grade demand segment and filling the gap between the current product category values and the emerging mid-size car category values. The K5 found the right values that customers need and successfully articulated the values to the customers. This case study illustrates that a successful positioning strategy can be effectively employed to attract customers in the saturated car manufacturing industry. This case can be summarized as the successful positioning strategy of KIA K5 is comprised of four primary pillars: design innovation, market analysis, STP (segmentation, targeting, and positioning), and launch strategy. The KIA K5 case study provides valuable insights and implications for many other companies that are planning to find a proper positioning strategy for their own business.