• Digital Contents
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• no.1 s.128
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• pp.116-119
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• 2004

• Archives of design research
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• v.18 no.2 s.60
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• pp.173-188
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• 2005

Design has become a buzzword in the marketing community these days and has been considered as an important success factor for business. Unfortunately, however, little research to date has been conducted on consumer responses to brand logo designs, which visualize brand identities. This article reports the findings from an experimental study which examined consumer evaluations of logo designs through conjoint analysis. The study explored potential factors which would give rise to the differences of consumer preferences. The results indicate that in the case of cognitive brand concepts, search goods show high elaborateness and low symmetry, experience goods show high associativeness, and credence goods show low elaborateness and high symmetry in the logo design characteristics. Affective brand concepts reveal different results in the logo design characteristics: search goods indicate high elaborateness and low associativeness, experience goods show low naturalness, and credence goods show low elaborateness and high associativeness. Implications of the results are discussed from a theoretical and practical standpoint.

• Journal of Distribution Science
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• v.3 no.2
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• pp.15-28
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• 2005

This study assessed the development of Japanese food distribution system in response to changes in the needs of consumer population the current food concepts can be divided into "processed" and "perishable" foods we expended the current concept introducing "processed perishable foods" and "perishable processed foods", and how this modified term contributed to more effective food distribution system in Japan. We further assessed the effects of changes in the needs and perception in Japanese consumer population on food distribution system, which included PB goods development as well as diversification of chain system. Our study in the development of Japanese consumer population and food distribution system can be compared to that of Korea, providing a direction for systematic and effective food distribution system.

• Knowledge Management Research
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• v.21 no.3
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• pp.215-228
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• 2020

This study introduces the case of a company that newly jumped into the competitive cosmetics market with a brand concept developed through big data analysis. Skin Reverse Lab, which possesses anti-aging material technology, launched a new brand in the skincare cosmetics market. Using a big data analysis program called Luminoso, SNS data was analyzed in four areas, which were consumer attitudes toward overall cosmetics, skincare products, competitors, and consumers' experiences of product use. The age groups and competitors were analyzed through the emotional analysis technique including context, which is the strength of Luminoso, and insights on consumers were derived through the related word analysis and word cloud techniques. Based on the analysis results, Logically Skin have won various awards in famous magazines and apps, and have been recognized as products that meet global trend standards. Besides, it has entered six countries including the United States and Hong Kong. The Logically Skin case is a case in which a new company entered the market with a new brand by deriving consumer insights only from external data, and it is significant as a case of applying AI-based sentiment analysis.

• Archives of design research
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• v.16 no.1
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• pp.73-82
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• 2003

This paper presents a case study of designing the stroller and its renting system for department stores in order to verify the feasibility of the participatory design approach, in particular the concept generation toolkits and the participatory design workshops, in the product development process. As the concept generation toolkits to draw active user participation, a Velcro Covered stroller model and a Block Layout System were developed and used in a series of the participatory design workshops. The results suggest that the participatory design approach provides better understanding of what the users want and allows designers to avoid false expectation about the design context. It was also found that the experience of design team with the users in the workshop was a good source of design ideation. The study also suggests that participatory design approach can become more effective by developing the concept generation toolkits which are more appropriate for design problems and the methods to smoothly transform the concepts from users into synthesized design solutions.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.16 no.2
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• pp.1054-1063
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• 2015

This study is to verify the effect of similarity of expanded-product, brand concepts of parent-brands and implicit theory of customers on the brand-extension evaluation, in order to reduce the risk of brand extension. First, this research documents how the similarity between the parent-brands and expanded-products affect brand-extension evaluations as a main effect variable. Second, this study examines the moderating effect of the brand concepts of parent-brands on the brand-extension evaluation. Third, this research documents how implicit theories regarding personality affect consumer evaluations about the brand-extension. The study assumes and tests that consumers in the group of incremental theorists are more accepting of brand-extensions than consumers in the group of entity theorists. The result figures out the implicit theory customers has some moderating effect on the evaluations, yet the direction of the effects is contrary to expectations.

• The Journal of the Convergence on Culture Technology
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• v.8 no.4
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• pp.37-44
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• 2022

The purpose of this study is to investigate how the local community case management council perceives the expected outcome of the council and case management service by participating actors in order to establish the identity and direction of the activities of the council through concept mapping. A total of 12 practitioners from participating organizations freely expressed and shared their opinions about the case management service performance with the local community case management council in a brainstorming manner, producing a total of 42 statements. Through concept mapping, participants were empowered in the decision-making process, and their opinions were not alienated, but were accepted and rationally handled. It can be said that it is important to provide an opportunity for the participants to discuss on an equal footing in the decision-making process. Through this, it can be seen that the agreement between the case management council and the case management service was quickly reached, and the direction for subsequent activities was clearly set.

• Asia Marketing Journal
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• v.13 no.1
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• pp.85-111
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• 2011

The present study analyzes Hyundai Genesis' introduction in the domestic and the North-American markets in terms of positioning and brand extension strategies in each market. Genesis was positioned to 'A domestic luxury car that looks like a foreign premium brand' in the domestic market and was positioned to 'Quality of luxury car for a price of near-luxury car' in the North-American market. Hyundai brand was extended to Genesis in the North-American Market, but not in the domestic market. The present study examines the backgrounds that resulted in different position concepts in the markets and analyzed the marketing tactics to realize the position concepts. Specifically, we discussed the brand extension strategy that was adopted in the North-American market in terms of its pros and cons. The present study noticed a need for modifying and/or strengthening positioning strategies to face competitive environments and suggests an issue to be discussed with respect to the changes in the positioning strategies.

• Asia Marketing Journal
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• v.9 no.3
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• pp.1-32
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• 2007

In this study, we investigate the relative effectiveness of the two types of brand extensions (sequential extensions vs. direct extensions) in dissimilar extensions and examine the moderating role of two key variables - brand concept(functional brand vs. symbolic brand) and price of target extension product(low vs. high). The results from two experiments show that consumers evaluate the target extension product more favorably when brand is extended sequentially to dissimilar categories than when it is extended directly. However, the difference of target extension product evaluation between sequential extensions and direct extensions decrease when brand is symbolic and price of target extension product is high. Theoretical and managerial implications of the finding are discussed and inplications for future research are suggested.

• Journal of the Korea Society of Computer and Information
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• v.9 no.3
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• pp.143-148
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• 2004

It is important the initial process during game development - the stage where creative idea expression is needed - decides the chance of success. CGTS(Creative Group Thinking System) is a web based system made for that particular-conceptual-step. As for this study is to show the conversion of ideas and the synergy effects of the tips given. Based on the facts, conceptual needs will be more strengthen during the initial stage. The intention of this study is to improve the game developing process.