• Asian Journal of Business Environment
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• 제12권2호
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• pp.13-28
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• 2022

Purpose: Natural products are becoming gradually popular because of their health - related benefits and consumers' environmental awareness. However, research in this field remains limited, the present study attempts to address this research gap by measuring the influencing levels of the antecedents on natural product brand love. Research design, data and methodology: The study employs S-O-R (Stimulus - Organism - Response) framework together with Innovation Resistance Theory and Dual-Factor Theory to propose the research model, in which health and environmental stimuli influence both of facilitators and inhibitors of internal states or organism, and then shape purchase intention and brand love as consumers' responses. The mixed research method is designed with the application of structural equation model (SEM) to analyze 530 consumers collected by convenience sampling. Results: The results revealed that two chosen stimuli, including health awareness and environmental concern were positively related to both facilitators (natural content and regional products) and inhibitors (image barrier and usage barrier) and these four factors were significantly associated to purchase intention and brand love. Furthermore, purchase intention played the mediating role on the relationship between the four organisms and brand love. Conclusions: The originality of this paper is extend S-O-R theory into natural product context with mediating effects in an emerging economy. The findings make theoretical contribution on consumer behavior and managerial implication.

• 복식문화연구
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• 제21권2호
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• pp.287-300
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• 2013

The aim of this study was to find typology of fashion-related mobile applications through exploratory investigation and to investigate differences in Korea and U.S. App stores. And then, through the qualitative evaluation about fashion mobile applications, this study proposes fashion mobile application's design and contents which can be preferred by users. By conducting keyword search in each store, 122 Korean applications and 150 US applications were analyzed. Empirical findings revealed that there were seven major types of fashion mobile applications: brand, magazine, information, SNS, game, shopping and coordination. Information type applications took up the largest portion, and SNS and game type applications showed higher ranking among customers. There were more game Apps in US and more shopping Apps in Korean stores. More free Apps were found in Korean App stores, whereas relatively more paid Apps were found in US App stores especially in game, magazine and information type applications. And as a result of usability evaluation of fashion mobile application, users prefer SNS and information category application to shopping and brand category. Also users want continuous improvement and new contents for fashion mobile application.

• 교육녹색환경연구
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• 제16권3호
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• pp.18-26
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• 2017

본 연구는 교육지방행정기관의 브랜드디자인 가치를 향상시키기 위하여 각 시도교육지방행정기관에서 사용 중인 브랜드디자인의 실태와 특성을 파악하고 효율적으로 적용될 수 있는지 분석하고자 하였다. 이에 교육지방행정기관 브랜드디자인의 인지도, 인지경로, 브랜드디자인의 이미지, 브랜드디자인의 태도와의 관계, 브랜드디자인에의 활용 사례와 요소를 조사하였다. 교육지방행정기관 공무원과 일반인, 신규임용 예정자 간의 브랜드디자인 인지도, 브랜드 디자인 이미지, 브랜드디자인 태도, 브랜드디자인 정책에 대한 인식 차이를 파악하기 위하여 $x^2$-검증에 의한 교차분석과 다중응답분석, 일원배치분산분석, 사후검증 분석을 실시하였다. 교육지방행정기관의 브랜드디자인 인지도, 브랜드디자인 이미지, 브랜드디자인 태도, 브랜드디자인 정책 사이의 관련성을 파악하기 위하여 상관관계를 분석하였다.

• 한국콘텐츠학회논문지
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• 제22권4호
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• pp.292-300
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• 2022

본 연구는 정확한 중소기업 일자리 정보를 알지 못하는 상황, 선호 기준에 맞는 일자리 파악이 어려운 현실을 브랜드 범주화 이론을 반영한 '고용주 브랜드(Employer Brand)' 관점에서 개선하고자 하였다 이를 위해 청년구직자 700명을 대상으로 위계적 회귀분석을 통해 5가지 가치 요인(Interest Value, Social Value, Economic Value, Development Value and Application Value) 중심의 취업의향 영향요인을 파악하였다. 분석결과 청년구직자는 인재육성이나 제품, 서비스, 경영진 등 기업 측면의 특성보다 구직자 개인에게 직접적 영향을 미치는 업무문화와 환경, 자신의 전공 활용 등에 보다 관심을 가지고 취업의향에 영향을 받는다는 것을 확인하였다. 이는 중소기업 일자리 정책이 기존 양적 지원 중심에서 플랫폼 중심의 일자리 정보 활용을 강화하는 질적 체질 개선으로 변화될 필요가 있음을 시사하고 있다.

• 마케팅과학연구
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• 제18권3호
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• pp.27-57
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• 2008

Many consumers enjoy the challenge of purchasing a brand that matches well with their own values and personalities (for example, Ko et al., 2008; Ko et al., 2006). Therefore, the personalities of consumers can impact on the final selection of a brand and its brand personality in two ways: first, the consumers may incline to purchase a brand or a product that reflects their own personalities; second, consumers tend to choose a company that has similar brand personalities to those brands that are being promoted. Therefore, the objectives of this study are following: 1. Is there any empirical relationship between a consumer's personality and the personality of a brand that he or she chooses? 2. Can a corporate brand be differentiated by the brand personality? In short, consumers are more likely to hold favorable attitudes towards those brands that match their own personality and will most probably purchase those brands matching well with their personality. For example, Matzler et al. (2006) found that extraversion and openness were positively related to hedonic product value; and that the personality traits directly (openness) and indirectly (extraversion, via hedonic value) influenced brand effects, which in turn droved attitudinal and purchase loyalty. Based on the above discussion, the following hypotheses are proposed: Hypothesis 1: the personality of a consumer is related to the brand personality of a product/corporate that he/she purchases. Kuksov (2007) and Wernerfelt (1990) argued that brands as a symbolic language allowed consumers to communicate their types to each other and postulated that consumers had a certain value of communicating their types to each other. Therefore, how brand meanings are established, and how a firm communicate with consumers about the meanings of the brand are interesting topics for research (for example, Escalas and Bettman, 2005; McCracken, 1989; Moon, 2007). Hence, the following hypothesis is proposed: Hypothesis 2: A corporate brand identity is differentiated by the brand personality. And there are significant differences among companies. A questionnaire was developed for collecting empirical measures of the Big-Five personality traits and brand personality variables. A survey was conducted to the online access panel members through the Internet during December 2007 in Korea. In total, 500 respondents completed the questionnaire, and considered as useable. Personality constructs were measured using the Five-factor Inventory (NEO-FFI) scale and a total of 30 items were actually utilized. Brand personality was measured using the five-dimension scale developed by Aaker (1997). A total of 17 items were actually utilized. The seven-point Likert-type scale was the format of responses, for example, from 1 indicating strongly disagreed to 7 for strongly agreed. The Analysis of Moment Structures (AMOS) was used for an empirical testing of the model, and the Maximum Likelihood Estimation (MLE) was applied to estimate numerical values for the components in the model. To diagnose the presence of distribution problems in the data and to gauge their effects on the parameter estimates, bootstapping method was used. The results of the hypothesis-1 test empirically show that there exit certain causality relationship between a consumer's personality and the brand personality of the consumer's choice. Thus, the consumer's personality has an impact on consumer's final selection of a brand that has a brand personality matches well with their own personalities. In other words, the consumers are inclined to purchase a brand that reflects their own personalities and tend to choose a company that has similar brand personalities to those of the brand being promoted. The results of this study further suggest that certain dimensions of the brand personality cause consumers to have preference to certain (corporate) brands. For example, the conscientiousness, neuroticism, and extraversion of the consumer personality have positively related to a selection of "ruggedness" characteristics of the brand personality. Consumers who possess that personality dimension seek for matching with certain brand personality dimensions. Results of the hypothesis-2 test show that the average "ruggedness" attributes of the brand personality differ significantly among Korean automobile manufacturers. However, the result of ANOVA also indicates that there are no significant differences in the mean values among manufacturers for the "sophistication," "excitement," "competence" and "sincerity" attributes of the corporate brand personality. The tight link between what a firm is and its corporate brand means that there is far less room for marketing communications than there is with products and brands. Consequently, successful corporate brand strategies must position the organization within the boundaries of what is acceptable, while at the same time differentiating the organization from its competitors.

• 한국의상디자인학회지
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• 제11권3호
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• pp.87-99
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• 2009

The purpose of this study was to find out criteria for classifying fashion brand from the consumer point of view. This was compared with the viewpoint of fashion business practice in order to develop strategy of fashion brands and to manage brand effectively and systematically, and to suggest theoretical frame for application of these criteria. This study was researched as the succeeding study of a model of criteria for classifying fashion brands from the viewpoint of fashion business practice. Survey was used as a research method. The subjects were 422 women who were 20-30 years old and living in and near Seoul. Questionnaires were developed based on 37 fashion brands' classification criteria by means of pre-survey, and SPSS package and LISREL program were used to analyze the data. As a result of factor analysis considering 37 classification criteria, 8 factors were identified as classification criteria. They were as follows; the level of brand form, the level of product concept, the level of management item, the level of brand sales ability, the level of customer management, the level of brand advertising and awareness, the level of brand value, and the level of product lead ability. All of criteria were correlated to each other. The effective method to classify fashion brands was proposed by establishing the model of the relationship of the values of 7 criteria and by proving it with the structure equation model analysis. The model of criteria for classifying fashion brands that was suggested on this study was proved by the structure equation model analysis. In this study, from a consumer's point of view we suggested a theoretical framework describing which criteria would be selected to classify and utilize fashion brand market. This model can be used to select the most efficient classification criteria and classify them hierarchically instead of selecting only one among some factors that complex and interactional and classifying.

• 한국콘텐츠학회논문지
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• 제16권4호
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• pp.503-515
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• 2016

브랜드 스토리텔링을 보여주는 다양한 광고를 포괄한 개념이 브랜디드 콘텐츠다. 새로 생겨난 모바일 음식 배달 어플리케이션 시장에서 업체들은 브랜디드 콘텐츠를 적극적으로 사용하여 도입기에는 낯선 서비스를 친숙하게 만들고, 정교화기에는 경쟁 업체에 비해 독특한 브랜드 이미지를 구축하려 하는 양상을 보였다. 본 연구는 '배달통', '배달의 민족', '요기요' 등 가장 대표적인 세 업체의 브랜디드 콘텐츠를 대상으로, 시기별로 달라진 브랜드 스토리텔링의 유형을 나누고 구조를 분석하여 그 전략을 드러내고자 하였다. 서사를 표현하는 양식에 따라 각기 다른 정서적 효과를 거두게 됨에도 불구하고 아직까지 브랜드 스토리텔링의 유형 및 구조를 고찰한 연구는 별로 없다. 본문에서는 노드롭 프라이의 서사 유형론을 빌려와, 브랜드가 하는 역할을 가지고 그 유형을 로맨스, 희극, 비극, 아이러니와 풍자로 나누었다. 그리고 이를 세 업체의 브랜디드 콘텐츠에 적용하여 그 유형을 분석하고 시기별로 달라진 전략까지 살펴보았다. 고전적인 로맨스 서사 유형을 넘어 다양한 서사적 유형은 시장 진입 시기를 극복하고 브랜드 포지셔닝을 하는데 효과를 거두고 있다. 본 연구가 앞으로 브랜디드 콘텐츠의 서사 전략을 연구하는데 도움이 되기를 기대한다.

• KIEAE Journal
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• 제13권1호
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• pp.93-100
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• 2013

A outdoor space of the brand apartment can improve the quality of the whole environment in apartment and has differentiated identity in apartment housing through various versions of the green space and water space plan. The purpose of this study is to evaluate nature-friendly design characteristics in brand apartments and to offer a basic information for planning of brand apartment. In concrete, nature-friendly design did by green space and water space that can analyze by visual, and investigation contents divided to position, form, user behavior, link space from user viewpoint by case study. This study examined a case of eight brand apartments located in Gangnamgu, Seoul. We has divided the characteristics of a green space into horizontal type, vertical type, multi-dimensional type and has divided the water space into stagnant water type, flowing stream type, waterfall type and fountain type. The findings are summarized as follows: First, in case of the space of brand apartment, the application of horizontal and vertical greenery was lower compare with multi-dimensional green space. The most of items for multi-dimensional greenery have been planned to the open space and promenade. Second, a stagnant water type of water space features well used in most of the cases but a water space of signs of activity like a flowing stream, waterfall, fountain types were underused because of problem of administrative and maintenance expenses. Thirdly, Water space of brand apartments was planned with specialization item by apartment housing but green space does not have differentiated item and was planned by most similar form.

• 디지털융복합연구
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• 제16권7호
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• pp.145-151
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• 2018

본 연구는 최근 도시의 매력을 높이는 요소로 관심이 높아지고 있는 도시브랜드 개발에 관한 연구이다. 기존의 도시브랜드 아이덴티티 설계의 접근방식은 행정기관이나 도시정부관련 내부이해관계자의 입장에서의 접근이었지만 본 연구에서는 도시의 대표적 외부이해관계자인 소비자입장에서 도시브랜드를 파악 설계하는 접근방식을 취하였다. 즉, 본 연구의 목적은 도시브랜드의 대표적 이미지를 도출하고, 이를 근거하여 소비자행동을 규명하여 도시브랜드 커뮤니케이션에 대한 마케팅전략제시를 목적으로 한다. 연구목적달성을 위해 선행연구를 바탕으로 선도적, 안정적, 유희적 이미지의 3가지 도시브랜드 이미지차원을 도출하였고, 이를 바탕으로 가상의 도시에 대한 3개의 시나리오를 실험자극물로 제작하였다. 실험결과, 가상의 도시에 대한 전반적 도시브랜드태도, 거주의도, 관광의도는 선도적, 안정적, 유희적 이미지에 따라 유의한 차이를 나타냄을 확인할 수 있었다. 이러한 연구결과는 기존의 특정 도시에 대한 제한적 제언의 한계를 벗어나 도시브랜드 이미지에 대한 보편적 시사점을 제공할 수 있을 것으로 기대한다.

• 복식문화연구
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• 제24권4호
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• pp.483-497
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• 2016

The importance of marketing on mobile platforms as well as mobile commerce is increasing dramatically in fashion industry. The purpose of this study was to categorize mobile fashion marketing strategies and to examine application usage motivations that influence brand attitude, purchase decisions, and post-purchase evaluation. Qualitative research methods, in particular focus-groups and in-depth interviews, were conducted to examine the typology of mobile marketing and fashion application usage motivations. Then, a modified survey was used to quantitatively examine what content consumers expect from fashion applications. Results of the qualitative study indicated that consumers perceive sensory (visual, tactile, auditory), relationship, information and practical marketing strategies through motives. Survey result from 229 consumers revealed four fashion application usage motives: sensory, relationship, information and practical. Based on these motives consumers were segmented into three groups: the experience/relationship-conscious, the product information-conscious, and the lifestyle information-conscious. The product information-conscious group showed higher level of monthly income and clothing expenses but lower level of mobile device usages. Lifestyle information-conscious group and experience/relationship-conscious group had higher level of attitude, and post-purchase evaluation. It was experience-relationship conscious consumers who spent more time in mobile use. This study shows a better understanding of mobile marketing environment of fashion applications.