• 한국식생활문화학회지
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• 제29권6호
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• pp.593-598
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• 2014

Brands play a critical role as a core asset and the primary driver for corporate growth because of their power of identity and influence on customers' perceptions in restaurant industry. However, in spite of diverse and dynamically changing recent brand portfolio strategies of restaurants, a study on the effect of brand diversification on financial performance has been rarely conducted in the restaurant industry context. Considering competing viewpoints regarding diversification's influence on financial performance, the purpose of this study is, therefore, to examine the effect of brand diversification on firm performance of restaurants. The results indicated that brand diversification is positive effect to profitability. Brand diversification seems to be attractive and might be a reasonable growth strategy to expand market power by satisfying diverse consumer needs. Therefore, restaurant managers should be consider in implementing brand diversification strategy especially in dynamically changing trend of brand diversification in the current restaurant industry.

• 복식문화연구
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• 제11권2호
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• pp.208-218
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• 2003

The purpose of the study is to identify the designers' and the patterner's pattern making, draping and the use of dress form in domestic companies of designer's brand to present basic information for effective pattern works. It turned out that the designer brand companies at home use flat pattern and draping at the same time rather than draping only The effects of the use of draping lies in unique designs and elastic materials, which seems proper phenomena for the current design trend such as high duality and diversification. But, draping has such problems that the pattern takes long time to be finished and that the staffs don't acquire well the needed skills due to the lack of draping education. To secure the high added value of fashion, it is required to develop education programs for new skills and to apply draping actively. Also, it requires an educational system in which practice oriented skills are cultivated, and efficient investment into apparel business.

• 패션비즈니스
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• 제24권3호
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• pp.40-50
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• 2020

The home furnishing and living market is growing because of the increasing interest of consumers in living spaces. In this trend, global fashion companies are seeking to increase sales by expanding their businesses by launching their own home lines or brands early, taking advantage of the various advantages of each brand. In response, this study was designed to examine the strategies necessary for domestic fashion brands to pursue their business in the future by conducting a case study and characteristics analysis of the living brands of foreign fashion companies in line with the trend of expanding their living-related businesses. The following is an analysis of the characteristics of the living brands of global fashion companies. First of all, utilizing the brand awareness of fashion companies; second, the strength of unique textile designs; and third, the expansion of synergy through the expansion of the business into various fields. Fourth, the lack of diversification in materials suitable for living products; fifth, the lack of information on quality; sixth, the lack of space and contents for living areas. Finally, a living brand strategy of a domestic fashion company was proposed as follows. First, it proposed collaboration with textile design companies and designers; second, it proposed exploring business models through the inclusion of brand licenses; and third, it proposed expanding the planning of living products of private brand by distribution companies.

• 한국의상디자인학회지
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• 제22권3호
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• pp.19-32
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• 2020

Recently, the luxury brand market has expanded from the 5060 market to the 2030 market segment due to diversification of distribution channels, an increase in income, and changes in consumption values. This change is attributed to the increase in sales of fashion accessory products, such as bags and wallets, thereby confirming the importance of the luxury brand fashion accessories market. However, there are few studies of the luxury brand fashion accessories market or brand loyalty for fashion accessories, which accounts for a large proportion of the overall luxury brand market. The purpose of this study was to develop and empirically test a theoretical framework that captures and compares the difference of impact of service quality, product attributes, and consumer satisfaction on luxury brand loyalty between the 20-30 market and the 5060 market of the fashion accessories market. Data was collected from 598 customers who purchased luxury brand fashion accessories by objective sampling. Structural equation modelling was used to test the hypotheses developed for the study. Results found evident effects of consumer satisfaction on luxury brand loyalty through the perception of service quality by consumers. Additionally, in the 2030 market, the fashion accessory attributes had little impact on consumer satisfaction and luxury brand loyalty, whereas in the 5060 market, it had a significant impact only on consumer satisfaction, but not on luxury brand loyalty. This is the first study to examine a structural equation model of luxury brand loyalty to compare the difference of the model between segmented markets, such as the 2030 market and the 5060 market of the luxury brand fashion accessories market. These results will contribute to a better understanding of the mechanism that underlie the operation of an effective luxury branding strategy for fashion accessories.

• 한국의류학회지
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• 제34권1호
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• pp.27-39
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• 2010

In addition, an intense competition depending on the diversity of consumer demands women's clothing brands show changes in market organization such as diversification of the circulation market and general market depression in this rapidly changing fashion environment. Companies tend to use fashion VMD (a marketing-strategic approach) as a differentiation method to create a fashion brand shop image as brand differentiation becomes difficult due to generalization of techniques. This study analyzes forms and types of VMD recognized by consumers within this marketing communication environment and Q methodology was adapted to analyze the subjective internal order of individuals. First, a set of stimuli that presented the brand name and another without it were prepared (two sets in total) to examine the effects in the presentation of the brand name. Stimulants with the brand name were presented to the subjects by the same method after an experiment through stimuli without the brand name presented. As a result, VMD recognition factors were classified into 4 Q factors in cases of stimuli without brand names and 2 factors in cases of stimuli with brand names. This indicates that among brand functions, the role of simplifying information management and grasping the thoughts of consumers was applied. This study has a practical value of presenting VMD directions of each brand image based on the factors discovered.

• 한국의류학회지
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• 제35권9호
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• pp.1028-1038
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• 2011

A blog has significant effect as a new online medium and as a tool to share information with its powerful networking function. Blogs are established based on personal experience and their impact is stronger than conventional media in terms of informativeness, credibility and interactivity. Such characteristics of blogs lead to blog commitment (a phenomenon that has behavioral consequences) that eventually influences consumer fashion purchase behavior. The more a consumer is interested in fashion and seeks diverse information from a wide range of media, the more personally committed they become to certain blogs; in addition, they will also post the results of their fashion product purchases on their blog to further create and reproduce information. This research discovers how blog commitment affects fashion product purchase behavior and information reproduction activity among consumers as well as explores the impact of blog characteristics and information variety seeking by individual consumers on these factors. The data was collected from 428 adults who purchased a fashion product based on information they found on a blog. The results are as follows. First, blog characteristics are composed of accessibility, interactivity, credibility of the information, and informativeness. Second, in terms of the blog commitment, informativeness, credibility, and consumer information diversification (respectively), turned out to have positive effects; in addition, accessibility and credibility had positive effects for corporate blogs. The comparison between private and corporate blogs showed that consumers tend to be more committed to private blogs. Third, in terms of the brand attitude, private/corporate blog commitment, credibility, and consumer information diversification (respectively) had a positive influence. Fourth, blog characteristics and consumer information diversification led consumers (through private/corporate blog commitment) to form a favorable attitude towards the brand and purchase products that resulted in information reproduction of the purchased product.

• 디자인학연구
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• 제12권4호
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• pp.161-170
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• 1999

근래 소비자의 제품 선택은 단순한 소득 계층별이 아니라 다양한 라이프스타일에 따라서 변화되고 있으며, 그에 따라 수요의 다양화, 상품의 다품종화가 모든 산업에서 전개되고 있다. 즉 기업은 다양화, 다품종화 속에서 얼마나 생산성을 실현하느냐에 따라 미래 기업의 운명이 좌우되는 것이다. 본 논고에서는 제품개발에 있어서 상품성이 높은 제품개발에는 개발 과정에서의 표적시장 명확화가 불가결하다는 점에 인식에서 출발, 메이커만의 독자적 아이덴티티를 구축하여 브랜드 이미지를 형성하고, 그에 따른 브랜드 역할과 가치에 대해 자동차 사례를 중심으로 논의한 것이다. 이러한 브랜드 고유의 일관된 디자인 아이덴티티를 정립, 적용함으로서 상징성이나 감성적 성향이 점차 강조되어 가고 있는 제품속성에 대응, 고객이 만족하는 기대수준 이상의 가치를 제공하려는 데 의미가 있다.

• 마케팅과학연구
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• 제8권
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• pp.233-267
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• 2001

현대는 산업 문명의 발달로 시장의 세계화가 급속히 진행되고 있다. 비슷한 품질과 서비스를 제공하는 수많은 기업들은 각기 다양한 방법으로 자사의 제품을 차별화하며 보다 많은 시장점유율과 매출액, 이윤을 창출하기 위하여 부단한 노력을 기울이고 있다. 이 중에서 가장 대표적인 것이 자사의 브랜드를 강력하게 만틀어 관리하는 일이다. 현대의 소비자는 상품을 사지 않는다. 그들은 복잡한 설명서도 읽지 않으며, 가격으로 물건을 평가하지도 않는다. 단지 자신의 머릿속에 각인된 브랜드를 선택한다. 브랜드는 오늘날 고도의 마케팅 전략의 핵심 도구로 취급되고, 또한 중요한 법적 자산으로 평가되고 있다. 따라서, 기업의 마케터들은 자사 제품의 가치를 높이기 위한 수단으로서 브랜드 자체의 명성을 구축하는 데 심혈을 기물이고 있다. 유명하고 좋은 이미지를 가진 브랜드만이 충성 스러운 고객기반을 확보할 수 있고 가격 경쟁에서 유리한 위치를 점할 수 있으며 안정된 수 익을 확보할 수 있기 때문이다. 이와 같이, 브랜드는 비록 무형적이지만 제품이 가진 어떤 유형적인 특성보다도 중요하게 생각되고 있는 것이다- 단순히 생산자나 제품을 구별하는 수단을 넘어 중요한 자산으로 인 식되고 있으며, 이러한 맥락에서 브랜드 자산가치의 개념이 만들어 진 것이다. 본 연구는 브랜드 자산가치의 형성에 미치는 영향요인으로서 내부마케팅 요인, 마케팅믹스 요인, 브랜드수의 증가요인의 3가지 요인을 설정하여 설문조사를 통한 판매자의 평가 결과로 어떤 요인이 어느 정도의 영향을 미치는지를 분석하였다. 본 연구에서 나타난 결과를 요약하면 내부마케팅요인(조직구성원간의 직무만족, 조직구성 원간의 원활한 커뮤니케이션), 마케팅믹스요인(제품 품질, 가격정책, 유통전략, 광고 및 홍보 활동), 브랜드수의 증가요인(시장환경의 불투명성, 시장진입의 선발감)이 모두 다 브랜드 자산가치의 형성에 영향을 미치는 것으로 나타났다.

• 대한지역사회영양학회지
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• 제14권6호
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• pp.807-816
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• 2009

This day's research analyzed the difference between brand personality, self - image congruity, job satisfaction and their influences towards employees of family restaurants in order to suggest a plan which would induce researcher's interest as well as influencing diversification of management strategies toward dining-out business. The purpose of this research is to analyse the difference between brand personality, self - image congruity, job satisfaction and their influences towards employees of family restaurants. The survey questionnaires were distributed to 300 employees of family restaurants in Seoul from August 1th until August 30th 2009, and 257 of them were used for analysis. The top seven company's were chosen by base on data from 2009 Annual Dinner of the Korea. Statistics handling of this research used SPSS WIN 17.0 statistics package program, which performed frequency analysis, factor analysis, regrssion anlysis. The research result shows, first of all, the relationship between company's brand personality and personal self - image congruity, it shows that the company's brand personality has higher on 'ability/capability, loyalty/fidelity, and strong' the personal self - image congruity appeared higher. The relationship between company's brand personality and social self-image congruity, it shows that the company's brand personality has higher on 'ability/capability and loyalty/fidelity' the social self-image congruity appeared higher. Second of all, in a relation between the self-image congruity and job satisfaction, the personal self-image congruity has shown positive impact on job satisfaction. Third of all, in a relationship between the company's brand personality and job satisfaction, if 'interest or loyalty/fidelity' shows higher on brand personality, than job satisfaction has shown higher.

• 통상정보연구
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• 제8권4호
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• pp.343-368
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• 2006

The rapid expansion of regionalism has resulted in the creation of blocs of the global economy, so that those countries not belonging to one or more blocs can be discriminated. The purpose of this paper is to examine the competition policy theoretically, international background with issues, and discussion trend of global enterprise. By doing them, this paper suggests the responsive plan, future prospects, and policy directions for the competition policy by distribution service. There is not a statistically significant relationship between international diversification strategy and firm performance. However, we observed some tendency that the larger the firm size, the higher the firm performance, assuming the degree of international diversification or multinationality to be constant. However, the export productivity increase after 1~2 years, and there exits a clear evidence that the innovation investment increases a firm's export competitiveness as time goes on.