• The Journal of the Korea Contents Association
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• v.20 no.12
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• pp.519-528
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• 2020

This study is a study on the relationship between brand trust in beauty companies leading to consumer loyalty behavior. This study investigated the importance of brand trust and verified the moderating effect of brand awareness. The subjects of the survey were consumers with experience in using hair beauty services, and a self-written survey was conducted from December 15, 2019 to December 30, 2019. A total of 288 copies of response data were used for analysis, and the SPSS 21.0 statistical package program was used. Hairshop brand trust was classified into professionalism, favorability, and honesty. As a result of the analysis, professionalism had a significant effect on economic loyalty behavior, and honesty had a significant effect on economic loyalty behavior and social loyalty behavior. Favorability did not show an influence relationship. As a result of verifying the moderating effect of brand awareness, it was found that professionalism and honesty play a moderating effect in the influence relationship between social loyalty behaviors. This study aims to provide an effective direction to stably establish the relationship between the brand trust and customer relationship of the hair shop in a rapidly changing competitive environment.

• The Journal of Industrial Distribution & Business
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• v.10 no.6
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• pp.7-17
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• 2019

Purpose - The purpose of this study is to explore how advertising for multilevel marketing brands affect the salesperson's activity including customer-salesperson interactivity, work attitude, and perceived and actual performance after the campaign. Research Design, data, and methodology - This study collects experimental data, survey data, and actual sales data and applies statistical analyses such as factor analysis, t-tests, and a structural equation model. Results - The results show that advertising campaign can enhance a salesperson's selling activities and provide wide managerial implications to a multilevel marketing firm by filling the gaps for the field of advertising research. Conclusions - Managerial implications include: i) multilevel marketing firms should consider advertising campaigns as a means of changing customer responses because advertising plays a significant role in increasing familiarity with, and knowledge of, attitudes toward the brand, which also helps salespeople interact with customers; ii) multilevel marketing firms should consider brand advertising as a means to support the sales activities of salespeople including sales effectiveness, work attitudes, and perceived performance, and iii) multilevel marketing firms should consider brand advertising as a means to enhance a salesperson's pride and motivation for selling their brand, which will lead to improved sales performances.

• Fashion & Textile Research Journal
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• v.24 no.2
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• pp.217-228
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• 2022

The growth of the fashionable hanbok market has led to a significant increase in the number of entrepreneurs or prospective entrepreneurs with small hanbok businesses. To develop the hanbok industry, the public sector is developing and providing education and support programs to enhance the competencies of individual hanbok brand entrepreneurs. This study conducted a survey of 213 subjects such as business operators, workers, and prospective workers in the changing hanbok industry. This study investigated their hanbok education experiences as well as future demands for education and public support programs. To explore differences based on individual characteristics, this study measured such characteristics using entrepreneurial orientation as well as the artistic and entrepreneurial competencies important in running a hanbok brand and analyzed the relationship demand for education and public support. Hanbok brand worker characteristics were classified into four groups based on individual characteristics: "traditionalist," "entrepreneur," "opportunist," and "businessman." Differences existed in terms of detailed education experience and demand as well as demand for public support, depending on the group. The results of this study contribute to development of hanbok curriculums that consider individual characteristics, the effective incubation of new and prospective hanbok brand entrepreneurs, as well as the research on founding small-scale fashion businesses.

• Journal of Distribution Science
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• v.15 no.8
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• pp.55-64
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• 2017

Purpose - PB products at convenience stores take up about 20% of all products, and strategies for differentiation from other companies and brand image building are very important. This study would investigate the strategy for differentiating PB products and successful brand building strategy, focusing on BGF Retail that is operating 'CU', the leader in the convenience store industry in Korea. Research design, data, and methodology - This study would attempt to make an exploratory approach to PB products limited to those in convenience stores. As a research subject, this study chose BGF Retail, the operator of CU, which is the leader in the convenience store industry in Korea and chose the case study method in order to examine the strategy for differentiating PB products in convenience stores more in depth. For this purpose, this study collected materials such as papers, newspaper articles and various reports on convenience store-related PB products and conducted an in-depth study including more practical contents through an interview with CU workers. Results - CU pursued the diversity of PB products and has had the diversity of products, more than 120 kinds. It founded a product research institute and has been in charge of the differentiation strategy from planning products to launching them. Changing the target layer of consumers to those in middle age of the 40s-50s, it succeeded in the strategy expanding the consumer class. In the long run, despite it changed the name of the company, it has built a successful image, and both revenue and operating profit have continuously grown up. Conclusions - In results, CU has reset the changing main target population, and the product research institute succeeded in the innovation of products, reflecting new trends the customers want. Through this study, the practical implications could be provided for competitors.

• Science of Emotion and Sensibility
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• v.11 no.1
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• pp.57-68
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• 2008

With the shift of consumer’s spending behaviors further into emotionally-driven purchases, the role of brand is becoming even more important, which in turn, expands design’s role in the brand image strategy. The contact point between the consumers and the brand is the primary channel for building strong brand image through experience. Therefore, it is critical to comprehensively plan and manage the consumer contact point for any brand. Given the changing market conditions, the objective of this study is to define and structure an integrated design development and management system for building successful brand image. In order to do so, the research analyzed the characters of brand image, the conditions for consumer experience and the roles of emotion. The analysis into the correlation between images and emotion process model yields three natures of an image. The image 1) is based on empirical decisions, 2) expresses and conveys emotional aspects and 3) builds mental values through a sense of sympathy. Through case studies of successful designs that meet all three characteristics, the roles of a brand icon in building strong brand image and the needs for integrated design approach for implementation are defined. The methods for integrated design include 1) providing a focal point through brand image positioning, 2) utilizing visual themes based on brand image plot, 3) building a Total Identity Program to holistically manage brand images and 4) developing brand icons for brand image reinforcement.

• Journal of the Korean Society of Costume
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• v.15
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• pp.253-265
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• 1990

This article was written with two purposes in mind. The first purpose was to introduce clothing and textile community who may not be familiar with Multidimensional Scaling(MDS) with usefulness of the new technique in the area of fashion merchandising. The second purpose was to present the results of an empirical study on brand image utilizing MDS and its related technique as the main analysis tools. The main objective of the empirical study was to gain a better understanding of consumer's brand image by relating differences in perception and attributes of clothing in women's ready-to wear market. For this empirical study, the ten brands and the fifteen attributes of clothing were chosen. The questionnaire consisting of questions asking about the similarity and attributes of clothing between selected brands was administrated to 185 career women during summer in 1989. Data were analyzed cluster analysis, and KYST and PROFIT in MDS program. The results were as follows: 1. The similarities data for the ten selected brand by using KYST program of MDS drawed the perceptual map. The results of this perceptual map showed that the selected brand were grouped into three clusters. 2. In order to get a somewhat objective view of which attributes consumers are attributing to each brand, PROFIT program was used. As a result, it was revealed that assortment depth / width, price, youth-oriented style, possibility of various social activity were significant attributes in consumer's brand choice rather than physical attributes of clothing such as quality or durability. This may imply that consumer orientation in rapidly changing environments of women's apparel market was its basic idea, and the focus of all fashion merchandising activities was put on need's and the response of consumer group who are the object of the target. Implicating for future research as well as for strategy of brand positioning were also suggested.

• Journal of Convergence for Information Technology
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• v.9 no.4
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• pp.48-58
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• 2019

Recently, companies that have already the brand familiarity based on IT technology are changing the way of financial transactions by providing mobile simple payment service. It is difficult to apply the results of research conducted on traditional financial products, although the familiarity of the brand positively affects the brand attitude and intention of use in the preceding studies. To confirm this, this study verified whether mobile simple payment services of a company with high brand familiarity can copy the service easily and have intention of use through advertisement acceptance. The empirical results showed that the advertising of brand with high familiarity could be a motivation factor to imitate new services more easily. This results is meaningful in that it confirms the importance of strategic advertising because the more higher the brand's familiarity is, the more efficient the advertising can be used in the mobile simple payment service.

• Proceedings of the Korean Society for Quality Management Conference
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• 2007.04a
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• pp.76-82
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• 2007

Upon the basis at the end of March 2005, we have the 38.91 million cellular phone subscribers over the country and the total diffusion rate of the cellular phone is reached up to 76.1%. At this moment, it can be said the most people use it since the demand is still going on. Turning to the operation company, this is serviced by the SK Telecom, LG Telecom, and KTF, and there are at least 7 manufactures producing it including Samsung, LG, KTF ever, Motorola, SKY, Pantac and Curitel, Most users periodically change the service vendor to the others for buying new model or changing the service vendor. It is understood the customer's action occurred by the differences of the brand cognition. In this study, along with some parameters including the difference of the vendor's brand cognition, difference of satisfaction (mobile telecommunication, product), and the possibility to buy the product again, I am going to find out the relationship between the satisfaction of the provider's service

• Proceedings of the Korean Institute of Interior Design Conference
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• 2007.11a
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• pp.26-29
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• 2007

By changing housing market, housing cultural center furnishes information, value added, image of housing. For publicity their unique house, construction companies provide not only concrete and substantial material but also sensible and capacity service through the community space of housing cultural center. The consumer's experience of housing cultural center have an effect on purchase power apartment. The image of enterprise is important to select commodities to consumers. Though main clients are women, housing cultural center has not space concept and aim to concern for them. According to begin women a group of consumers, they have purchasing power in family. Apartment is no exception. Housing cultural center is used as continuous culture space that provide various experiential chance for consumer, especially women by systematize and distinct design detail and feature component. Accordingly, the purpose of this study is an analysis about community space of housing cultural center with the woman marketing based on experience.

• Journal of the Korean Society for Library and Information Science
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• v.56 no.1
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• pp.321-345
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• 2022

Public libraries have been facing new challenges as the number of channels providing information resources has been increasing due to information and communication technology development. The perception of public libraries of the general public is that they should continue to play a substantial role in information services. However, the libraries' environments are changing, and the public's needs are diversifying, so public libraries also need to differentiate themselves from other organizations that provide similar services. This paper proposes branding as a solution to create differentiation. The study conducted a questionnaire survey with Koreans in their 20s. A series of statistical tests with the survey data showed the impact of the brand association elements on customer satisfaction and brand loyalty and identified unique factors in public libraries. For example, Brand associations such as material-based services, benefits, and attitude affected both dependent variables. On the other hand, the non-product association such as space/place images did not. Based on these findings, we provided implications for introducing branding in public libraries.