• Journal of Distribution Science
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• v.21 no.2
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• pp.7-20
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• 2023

Purpose: With the unique feature of O2O, consumers are now able to check the profile of the services and products online and then consume them in offline venues or vice versa. This study provides motivation and practical implications about online-to-offline (O2O) distribution channels and investigates the relationship between economic values, service consistency and brand identity attractiveness in the O2O distribution channel. Then identify the impact of brand identity attractiveness on the performance (reputation and reuse intention). Research design, data, and methodology: Structural equation modeling (SEM) has been used to investigate the relationship between economic value and brand identity attractiveness, which affects the reputation and reuse intention of services in O2O. Results: Empirical results show the positive and significant impact of economic value and service consistency on brand identity attractiveness which results the positive and significant impact on performance (reputation and reuse intention) in O2O. Conclusion: In the O2O distribution channel, economic value is an important aspect for the attractive image and brand identity. On the other side, brand identity attractiveness is important for the bright future of O2O services, continuous growth, achieving the distinct goal, keeping good promises with customers, and a better reputation of O2O services in distribution channels.

• 한국HCI학회:학술대회논문집
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• 2009.02a
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• pp.841-845
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• 2009

The aim of this study is to analyze the unique framework of Hong Kong brand and compare it to Seoul through examining the process of developing city brand visual identity, which is top-down. As Asian cities, the processes of developing their city identity system to be strong city brands have taken outstandingly different steps between two cities. Hong Kong has the strongest tourism attributes modernity, stability, attractiveness of tourism attributes. Hong Kong has the most competitive power. Korea is the least one. Hong Kong has made it as a good example of a city brand and proved it through tourism statistics which are one of visible branding results. Apparently, it gives us constructive suggestions to consider its steps for developing city brand identity.

• Smart Media Journal
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• v.7 no.4
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• pp.106-113
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• 2018

Brand identity (BI) is a key asset that affects consumers' psychological cognition of products and services. In the initial planning stage of the BI design development for a company, a unique approach strategy is required. In the final evaluation stage, a reasonable design evaluation method involving potential consumers needs to be prepared. However, conventional brand identity design evaluation processes tend to depend on the results of surveys, and in many cases it is impossible to be free from the distorting phenomenon of survey respondents' psychological manifestation which is often revealed in the process of the surveys. In this context, this research has explored whether the method of utilizing EEG data of the subjects along with the conventional survey method of preference could be helpful in the process of evaluating the brand identity design. To achieve that, we correlated the subject's preference survey results with the subject's EEG data. 'Attractiveness' and 'concentration' were used as variables. As a result, it was found that there was a high correlation between the results of preference survey on 'attractiveness' and the results of 'EEG' on 'concentration'. Therefore, in addition to the existing conventional qualitative evaluation methods, we confirmed that design evaluation methods using EEG are useful for evaluating tacit knowledge objects such as the BI design.

• Journal of Distribution Science
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• v.12 no.2
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• pp.7-16
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• 2014

Purpose - The purpose of this study is to target Chinese consumers of Korean agri-food through the analysis of agri-food brand identity images to set future directions for proposed agri-food exports to China. Since negotiations began for a free trade agreement (FTA) between Korea and China, some Koreans have worried about the Korean agriculture sector. The world trading system has undergone many changes in recent years. Since the start of FTA negotiations on agriculture, China and Korea have faced a heightened sense of crisis. China is trying to export agricultural products so actively that its agricultural exports could increase by more than 7% annually. China exported about one-tenth of its agricultural products to Korea in the period 2002-2010. Recently, the importance of brand identity has tended to increase, as the world becomes one unified market. In this situation, we should try to promote agri-food exports to China. It is very important to understand consumers' recognition of Korean food and the image of the Korean agri-food industry, to establish an export strategy. Research design, data, and methodology - This study targeted 2,800 adult men and women aged 25-59 years living in four major cities in China (Beijing, Shanghai, Guangzhou, and Qingdao) with a household income within the top 10% level in the China, using the one-to-one interview survey method. In addition, four groups by region (eight people per group) for a total of 32 groups were surveyed by using the focus group interview (FGI) research method, and impressions of imported agri-food were surveyed using 17 questions about fresh agri-food and 22 questions on processed agri-food. Factor analysis, brand positioning, biplot analysis, and so on, were carried out based on the results of these surveys. This research presents the brand identity of Korean food; according to the analyses, the brand identity is based on trust, safety, and attractiveness. Result - Factor analysis results showed that Chinese consumers expect four major qualities in imported fresh agri-food: freshness/safety, attractive appearance, premium branding, and excellent taste/quality. In the case of processed agri-food, it turned out that Chinese consumers are focused on safety/hygiene/freshness, health, and taste. In addition, in the fresh agri-food analysis by country, American foods had the upper hand; the image of American foods was also recognized as the most positive for processed agri-food. Meanwhile, according to the biplot analysis, Korean agri-food is strongly preferred for its appearance, but no country is strongly preferred as regards the level of freshness/safety that is expected by Chinese consumers. Conclusions - In this study, we analyzed the image of imported agri-food expected by Chinese consumers by reconstructing agri-food characteristics from the brand perspective. The research result shows that a Korean brand identity must be the ultimate goal for activities undertaken to enhance the image of Korean agri-food in the future. Additional research is needed because brand image can be formed through various channels.

• Journal of Digital Convergence
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• v.16 no.7
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• pp.145-151
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• 2018

This paper is a study on city brand development which is increasingly interested as a means to enhance the attractiveness of the city. the previous research, the design of city brand identity was an application from the internal stakeholder's point of view related to the metropolitan government. However, in the present study, we tried to take a external approach that perceptions and designs city brands from the related to the consumer. For the purpose of research, based on previous studies, we extracted three images of leading, stable and amusing city brand images and prepared three scenarios for the imaginary city as experimental stimuli. The results showed that the overall city brand attitude, residence intention, and tourism intention to the imaginary city were significantly different according to the leading, stability and amusement brand image. According to the results of this study, it is necessary to continuously effort the development of city brand image which is perceived by consumers in order to differentiate city.

• Journal of Digital Convergence
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• v.20 no.5
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• pp.383-392
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• 2022

Mokpo is a port city in the southwest of the Korean Peninsula. The popular song "Tears of Mokpo" is a song planted in the hearts of the entire nation. In this content, there are Yudalsan Mountain and Samhakdo Island in Mokpo, and people vaguely know this area, but it is a familiar place. In particular, Samhakdo Island is a representative brand that symbolizes Mokpo and is a place with regional identity. Mokpo City is creating many facilities infrastructure to develop Samhakdo Island. It is a stepping stone for converting the local economy into a tourism industry. However, the development of performance contents for the soft power of local culture is weak. In this respect, this study presented performance contents for Samhakdo Island, Mokpo's representative brand, for local tourism attractiveness. The research progress is a study on planning and researching performance contents using the location of Samhakdo Island in Mokpo. First, the background of the theory of performance content planning based on local placeability was examined. Next, Samhakdo Island in Mokpo proposed planning for performance contents.

• Journal of the Korean Institute of Landscape Architecture
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• v.37 no.1
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• pp.65-77
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• 2009

This study conducted a comparative analysis between Koreans and foreigners on how they feel of the 'Oreum' so that the data could be used to conserve and utilize 'Oreum' as a brand of Jeju, which is one of the natural and original sceneries of the island along with Halla Mountain. Four aerial photo slides were selected to be assessed among 18 overlooked views of 'Oreums' through quasi-preliminary and preliminary surveys. The assessment group was divided into native and foreigner groups. Image and preference were measured based on 7 step categorization on 26 adjectives, and factor analysis was implemented. The selected factors from factor analysis reflected that calmness was recognized as common image identification variable to natives and foreigners. However, foreigners choose 'dynamics', 'peculiarity' and 'grandeur' in order to explain the image while Koreans selected words in the order of 'attractiveness', 'grandeur', 'dynamics' and 'peculiarity'. This means Koreans identify the image of 'Oreum' as absolute beauty while foreigners see the dynamics and relative peculiarity as its attractive point. As a result of factor score, preference and multiple regression analysis, Koreans selected 'calmness', 'attractiveness' and 'dynamics' as important variables to explain preference. On the other hand, foreigners choose 'dynamics' and 'calmness' as well as 'evenness', 'peculiarity' and 'simplicity'. This represents that foreigners are highly influenced by the structural peculiarity and simplicity on the image preference.

• Journal of the Korean Institute of Landscape Architecture
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• v.42 no.2
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• pp.52-64
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• 2014

I the recent years, Seoul, Daejeon, Changwon, and Suncheon have started to strengthen P.R. efforts on eco-brands produced by the city and to publicize as a specialized tourist city in an attempt to change their identity and image. However, there is actually a question whether the efforts of the local governments have any direct impact on satisfaction with urban living environments and the attractions of the city. The purpose of this study was to examine the awareness of residents and visitors about the attractions of Suncheon City as an eco-city and to discuss the planning criteria for the eco-city brand building and its management. The research data was collected in Suncheon City and main results of this study are as follows. The residents and the visitors investigated were satisfied with the environmental friendliness of this city and regarded it as an eco-city. As a result of asking them why they viewed the city as an eco-city, many of the residents cited diverse green tracts of land as the reason, whereas the visitors replied they were satisfied with the state of marshy areas preserved by the city. The psychological factors related to the satisfaction of the eco-city by the residents were composed of four factors, 'cultural factor', 'urban infrastructure factor', 'ecological factor' and 'scenery factor'. The visitors were composed of five factors, 'cultural factor', 'urban infrastructure factor', 'ecological factor', 'scenery factor' and 'amenity factor'. Out of the factors, the cultural factor and the urban infrastructure factor were found to exert the largest influence on the overall satisfaction of the residents and the visitors. The ISA(Importance-Satisfaction Analysis) was made, the residents and the visitors gave top priority to 'diversity of natural attractions', 'pleasant season and weather', 'beautiful scenery', 'diversity of rare animals and plants', 'diversity of parks', 'green areas and streets', 'broad ecological area' and 'the preservation of marshy areas' among the attractions of the eco-city. They placed importance on the activation of green traffic and walking environments as well, but they weren't satisfied with the state of the two in the city. Therefore there was much room for improvement in that regard.