• 유통과학연구
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• 제14권5호
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• pp.59-70
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• 2016

Purpose - The objectives of this study are described as following. First, the study will establish the concept of Brand Values of Environmentally-friendly agricultural product through theoretical discussion. Second, it shows the effects of Environmentally-Friendly Agricultural Products brand value on Brand Satisfaction, Brand Trust and Brand Loyalty by empirical investigation. Third, in order to provide the methodology of brand development, literature regarding and questionnaire survey were used such as Environmentally-Friendly Agricultural Products Brand Value, Brand Satisfaction, Brand Trust and Brand Loyalty. Based up on the results, the research estimates consumers' relative priorities of Environmentally-Friendly Agricultural Products Brand Value factors in purchase. This research also suggests the consumer oriented new brand development and the progressive direction for the successful launching of Korean Environmentally-Friendly Agricultural Products Brand. Research design, data, and methodology - Because the relative literatures reviewed regarding not only each factor but also the relationships among them, Brand Value was categorized into 4 dimensions: Emotional, Social, Functional, and Epistemic Value. Then, Brand Loyalty was added as an outcome variable and Brand Satisfaction, Brand Trust were also added as mediators. The proposed research model and 13 hypotheses were created and 23 measurement items were developed. A face-to-face questionnaire survey with items concerning the Brand Value of Environmentally-Friendly Agricultural Products is conducted to housewives in metropolitan area in May 2016. Respondent answered about Brand Value, Brand Satisfaction, Brand Trust and Brand Loyalty in preferred Environmentally-Friendly Agricultural Products. 333 copies of the questionnaire were collected and analyzed using SPSS 21.0 and AMOS 20.0 to determine the reliability and validity of the measurements. Results - From the confirmatory factor analysis and a structural equation modeling, the outcomes of these studies were as follows; (1) Three Brand value dimensions, i.e. Emotional Value, Social Value, and Epistemic Value had a significant and positive impact on Brand Satisfaction, but Functional Value did not. (2) Social Value also had an impact on Brand Trust, (3) Brand Satisfaction significantly affected Brand Trust, and Brand Trust influenced on Brand Loyalty, and (4) Brand Satisfaction were perfectly effective in mediation between Emotional Value, Epistemic Value and Brand Trust, and it also partially mediated between Social Value and Brand Trust. Conclusions - According to the result of consumer research on Environmentally-Friendly Agricultural Product brand, 3 dimensions of brand value affected brand satisfaction, and especially Social Value was a significant positive dimension. So, marketers should concern about value proposition of Environmentally-Friendly Agricultural Product to consumers by using premium package design, store identity, and distinctive product. Consumers wanted to get self-esteem, self-regard, and high social position by purchasing it. This study has academic and practical significance, so the findings can be applied to a wide range of brand management strategies. However, there are some limitations; 1) limitation about development of new brand value dimensions, 2) limitation about gender in the area of respondents. Future research should be done with wide range of respondents.

• 융합경영연구
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• 제9권1호
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• pp.1-14
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• 2021

Purpose: The article deals with the proposition that consumers' fashion consumption behavior will still follow the consumption behavior of fast fashion, despite recognizing the importance of slow fashion. Research design, data and methodology: The research model to verify this proposition is topic modelling with big data including unstructured textual data. we combined 5,506 news articles posted on Naver news search platform during the 2003-2019 period about fast fashion and slow fashion, high-frequency words have been derived, and topics have been found using LDA model. Based on these, we examined consumers' perception and consumption behavior on slow fashion through the analysis of Topic Network. Results: (1) Looking at the status of annual article collection, consumers' interest in slow fashion mainly began in 2005 and showed a steady increase up to 2019. (2) Term Frequency analysis showed that the keywords for slow fashion are the lowest, with consumers' consumption patterns continuing around 'brand.' (3) Each topic's weight in articles showed that 'social value' - which includes slow fashion - ranked sixth among the 9 topics, low linkage with other topics. (4) Lastly, 'brand' and 'fashion trend' were key topics, and the topic 'social value' accounted for a low proportion. Conclusion: Slow fashion was not a considerable factor of consumption behavior. Consumption patterns in fashion sector are still dominated by general consumption patterns centered on brands and fast fashion.

• 유통과학연구
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• 제21권2호
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• pp.103-110
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• 2023

Purpose: The high-end and variety of recently released items are driving the growth of the distribution industry, which is the purpose of private brand (PB) products. Because PB shortens the distribution process and lowers marketing expenses, such as those associated with various commercials, more people will buy PB while paying lower retail prices. The goal of this study is to make the case that PB can be positioned successfully by determining the influence and direction of each individual constituent concept on how product and store attributes (perceived price, image of retail store) affect the perceived value of PB and the legitimacy of retailers. Research design, data and methodology: The gathered data were examined using PLS-SEM using Smart PLS 3.0 in order to analyze the research model of this study. Internal consistency was verified to demonstrate the measurement model's dependability, and extensive validity analysis, discriminant validity, and analysis were performed to verify the validity. Conclusion: This researcher attempted to gather diverse understandings and viewpoints on PB trends in addition to understanding the existing state of PB products. It is meant to be a unique and successful plan in the PB Brands' marketing strategy. By understanding the brand's value proposition aspects, it is hoped to determine how PB influences brand attitudes based on the findings of this study.

• Asia Marketing Journal
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• 제15권1호
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• pp.169-188
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• 2013

Established in 2006 as the forward integration effort by Taesung Industry, the major cosmetic packaging company, TONYMOLY has phenomenally grown to one of the major cosmetic brand companies in the submarket called, 'one brand-shop' of cosmetic market since 2008, after overcoming the crisis of 'going out of business' in a couple of early years. Within a relatively short period of time, TONYMOLY's performances have dramatically improved in terms of metrics such as growth in sales revenue, the number of stores, the average sales per store, transaction value per customer, the number of monthly transactions, the number of membership-based customers, and overseas sales. In this case study, we have examined TONYMOLY's recent marketing activities which may explain the plausible reasons behind the substantial growth of a small but smart cosmetic company. Above all, the first key success factor of TONYMOLY would be found in its adherence to the clear philosophy of the customer value proposition and/or the differentiated position of TONYMOLY as a brand of providing value. Second, this brand concept of value was first penetrated and welcomed among the foothold customer target group of mid and late teens with appropriate products, while the target groups were later expanded into the age group of twenties along with expansion of relevant products. Third, its differentiation efforts have been concrete and meaningful by utilizing unique ingredients in its product development and marketing efforts, unique fun packaging, and continuously introducing new hit-selling products as well as managing steady-selling products. Fourth, TONYMOLY has been smart enough to use its limited marketing money efficiently and effectively in its marketing communication activities. Viral marketing, PPL, and concentrated media planning and execution turned out to produce effective and efficient market-based performances such as awareness, word-of-mouth, and sales. Lastly, the marketing leadership of CEO and top management, emphasizing communications and interactions, was confirmed in the relationship quality with and trust level of its franchisees and internal employees. These key success factors may explain the recent phenomenal market performances of TONYMOLY. Despite recent successes, the major issues are presented for TONYMOLY to consider for maintaining its sustainable advantages and growth. The first issue concerns TONYMOLY's choice of growth philosophy between product/brand-centric marketing and customer-centric marketing. The second challenging issue relates to how TONYMOLY can cope with 'growing pains' plausibly accompanied with the rapid growth.

• 산업융합연구
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• 제1권2호
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• pp.125-140
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• 2003

This study examined testing condition when consumers have a strong ordinal preference and in a absence of established ordinal for a given attribute, how adding common features to two brands in a given product category affects brand choice. Research findings presented in this study are generally consistent with the preference confirmation view of choice. The data provides support for the proposition that (1) the effect of common features is moderated by the relative importance of brand attributes(Hypothesis 1) and (2) in the presence of primary attribute adding common features increases the likelihood of choosing the brand with the best value on this attribute(Hypotheses 2).

• Asia Marketing Journal
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• 제16권1호
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• pp.215-228
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• 2014

The automotive industry plays a significant role in the global economy. One of the reasons is that this industry compasses every aspects of the value chain - from raw materials to design and development, manufacturing, sales and services, and even disposal. Thus, the industry needs significant upfront capital investment and requires years of R&D and market development. As a result, this industry is dominated by a handful of global players and it is not easy for a new entrant to enter this industry. Furthermore, success is even more difficult to achieve. How did Hyundai Motor make it in this tough marketplace? Can it continue against all odds? The CAGR for last 5 years is 12% and it stands at 6th in the world. Compared to other global brands, Hyundai has geographically well-balanced sales portfolio. The quality improvement is outstanding. The brand performance follows these quality and sales improvements. Yet, the global competition is ever intensifying. Now, it is the time to step up once more. The next strategic goal needs fundamental shift toward brand and marketing-focus. In constructing global marketing strategy, Hyundai Motor's vision is "Lifetime partner in mobility and beyond" and its goal is global top 3 brand by year 2015 through modern premium brand image and selling 5 million vehicles. The target brand positioning of Hyundai Motor is the leading position in premium dimension and stylish/modern dimension. The global brand strategy framework is based on the brand direction of "Modern Premium" and is designed to deliver core brand identity (i.e., Simple, Creative, Caring) to customers. In order to manage brand performance, Hyundai's marketing platformalso includes marketing performance management, brand performance management, and market driven organization. From this diagnosis, Hyundai Motor is well posed to build a strong brand. Nevertheless, there are still challenges ahead from consumer, technology, competitor, and macro-environment perspectives. To overcome these threats, the bases of competition for all successful automotive brands are various differentiation factors, including technology, performance, value proposition, or heritage. Hyundai Motor is well prepared so far. However, it is not tested against time yet whether Hyundai can overcome these unforeseeable major threats. Hyundai is trying to find the solution from a strong brand, while believing in "New Thinking. New Possibilities."

• 한국실내디자인학회논문집
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• 제23권5호
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• pp.14-24
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• 2014

Modern enterprise activity and consuming pattern which have been continued since the industrial revolution are causing a great burden on the environment, so that the strategy for sustainability in the whole industry cannot but be realistic and inevitable alternative. Presently various brands which applied the concept of sustainability exist, however they also can be said to play a part in current environmental damage by creating value aiming at only growth and pursuing short-term profit in accordance with it with simple commercial logic. Hereupon, this research aimed at eventually preparing the base of guidelines of sustainable design of space branding by newly drawing the value of sustainability in the aspect of space branding and systematically deducing design elements along with it. For this, the researcher reestablished value and design elements for sustainability in space branding by comprehending the concept of sustainability, design method of sustainable design and environmental value hidden in it, after comprehending the concept of space branding and brand value suggestion and interrelation through advanced researches. The previous studies related to the existing space branding have had mainly focused on the design of the marketing point of view to promote consumer culture. But this study can be found the meaning that new roles and methods of design in space branding from the perspective of sustainable. Now companies need to figure out a variety of strategic ways to find the right balance depending on their situation between contradictory concept of 'Consumption' and 'Sustainability'.

• 한국언론정보학보
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• 제38권
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• pp.7-39
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• 2007

이 논문에서는 한국을 대표할 수 있는 기업인 삼성의 브랜드가치를 평가해보고, 글로벌 기업이 되기까지의 과정과 삼성의 국가 이미지가 어떻게 변화하고 있는지를 알아보았다. 이를 위해 글로벌 기업이 국가 이미지에 미치는 영향과 함께 국가가 자국의 글로벌 기업에게 끼치는 영향에 대해서 심층 설문평가를 통해 분석하고, 나아가 국가와 기업 간의 상호 협력의 중요성에 대해서 논의하고, 아울러 이전의 설문조사 방식에서 면밀히 분석하지 않고 간과하기 쉬운 개인의 사고나 느낌 같은 주관적 행위를 객관적으로 측정할 수 있는 Q방법론을 도입하여 좀 더 다각적인 방향에서 분석을 꾀하였다. 결과적으로, 21세기 디지털 시대에서의 글로벌 기업의 성장은 곧 한국 브랜드 가치의 성장이며, 나아가 세계로 전진할 수 있는 국내 글로벌 기업들에게 긍정적인 원산지효과를 전해줄 수 있는 계기를 제공하였음을 직시할 수 있었다. 이를 뒷받침해주는 분석으로 Q결과에서는 크게 3가지 유형, 즉 첫째, 제1유형(N=10)은 국내 주도적 유형(Nation-Leading Type), 둘째, 제2유형(N=6)은 국제적 우위 유형(International Superiority Type), 셋째, 제3유형(N=4)은 전형적인 영향 유형(Typical Influence Type) 등으로 분류되었는데, 이와 같은 결과는 삼성이라는 글로벌 기업의 브랜드 가치와 국가 이미지에 있어서 '후광효과'와 '원산지효과'에 적정한 국내외적 파급 역량을 잘 반영하고 있음을 확인해주는 의미 있는 결과라고 볼 수 있다.

• 융합경영연구
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• 제8권2호
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• pp.13-17
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• 2020

Purpose: In modern corporate management, the establishment of a crisis management system that minimizes damage through measures used to respond to corporate crises is no longer an option. The importance of corporate reputation and brand asset management in modern enterprise management cannot be overemphasized and negative events that might arise from a number of different causes can cause brand crises. Research design, data and methodology: More than half of the questionnaire respondents were female (252 or 53%). More than a fourth of the respondents were aged 20 (122 or 26%) and the number of married participants was 196 (41%). Of the participants, 32% (153) had graduated from college. Only 18% (87) were employees and the monthly household income was 121. In this study, we conducted factor analysis in order to extract the variables that may enhance the explanation capability of each variable. For the method of factor extraction, an Eigen value of at least 1 was used as was factor loading. An analysis was performed using the Cronbach's alpha coefficient to verify the reliability of the measurement scale. Results: First, the analysis of the impact of the social responsibility activities on brand image revealed that the social, economic, philanthropic, ethical, and environmental responsibility activities significantly affected brand image, but legal responsibility activities were not statistically significant. Second, the analysis of the impact of brand image on loyalty showed that brand image had a significant impact on loyalty. Third, the analysis of the impact of social responsibility activities on loyalty showed that they had a significant impact on loyalty. Conclusions: The pro-social enterprise image is not only a brand asset that can be shared, but also a heavy proposition followed by a corresponding social responsibility, it will have to practice transparent corporate management based on clear principles through the establishment of various systems and the implementation of a strict code of conduct within the enterprise.

• 경영과정보연구
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• 제5권
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• pp.61-79
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• 2000

This research suggests the strategic adoption methodology of Customer Relationship Management. The backgrounds of CRM is the business environment changing that Market power is shifting to the customer who has unprecedented powers of choice today. The strategic adoption of Customer Relationship Management determines the value, needs and preferences of each customer or customer segment. Customer Relationship Strategy is an explicitly defined plan for how a company has decided to connect with, relate to, and focus on its chosen customers to create value. Deliberate decisions must be made, often involving trade-offs, so that investments are aligned with customer needs and value. Plan defined in terms of target customers value proposition, role in value delivery, and risk/reward sharing. All customers are not created equal; specific customers and/or customers segments are more desirable/valuable to pursue. Key premise of CRM is that value can be created by changing company's business model to better connect with customers. Area of service of Customer Relationship Management are as follows. Portfolio strategy, Market Opportunity Assessment, Brand Equity, Market Positioning, Pricing, Channel Strategy, Market Segmentation. Target Market Identification, Customer LifeTime Value Analysis, Customer Profitability, Customer Connections Economics Analysis. The objects of CRM are maximizing customer service effectiveness, improving customer loyalty, increasing customer service efficiency, optimizing intelligence about customer behaviors and preferences.