• Asia Marketing Journal
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• v.14 no.2
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• pp.65-96
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• 2012

Brand has received much attention from considerable marketing research. When consumers consume product or services, they are exposed to a lot of brand related stimuli. These contain brand personality, brand experience, brand identity, brand communications and so on. A special kind of new crisis occasionally confronting companies' brand management today is the brand related rumor. An important influence on consumers' purchase decision making is the word-of-mouth spread by other consumers and most decisions are influenced by other's recommendations. In light of this influence, firms have reasonable reason to study and understand consumer-to-consumer communication such as brand rumor. The importance of brand rumor to marketers is increasing as the number of internet user and SNS(social network service) site grows. Due to the development of internet technology, people can spread rumors without the limitation of time, space and place. However relatively few studies have been published in marketing journals and little is known about brand rumors in the marketplace. The study of rumor has a long history in all major social science. But very few studies have dealt with the antecedents and consequences of any kind of brand rumor. Rumor has been generally described as a story or statement in general circulation without proper confirmation or certainty as to fact. And it also can be defined as an unconfirmed proposition, passed along from people to people. Rosnow(1991) claimed that rumors were transmitted because people needed to explain ambiguous and uncertain events and talking about them reduced associated anxiety. Especially negative rumors are believed to have the potential to devastate a company's reputation and relations with customers. From the perspective of marketer, negative rumors are considered harmful and extremely difficult to control in general. It is becoming a threat to a company's sustainability and sometimes leads to negative brand image and loss of customers. Thus there is a growing concern that these negative rumors can damage brands' reputations and lead them to financial disaster too. In this study we aimed to distinguish antecedents of brand rumor transmission and investigate the effects of brand rumor characteristics on rumor spread intention. We also found key components in personal acceptance of brand rumor. In contextualist perspective, we tried to unify the traditional psychological and sociological views. In this unified research approach we defined brand rumor's characteristics based on five major variables that had been found to influence the process of rumor spread intention. The five factors of usefulness, source credibility, message credibility, worry, and vividness, encompass multi level elements of brand rumor. We also selected product involvement as a control variable. To perform the empirical research, imaginary Korean 'Kimch' brand and related contamination rumor was created and proposed. Questionnaires were collected from 178 Korean samples. Data were collected from college students who have been experienced the focal product. College students were regarded as good subjects because they have a tendency to express their opinions in detail. PLS(partial least square) method was adopted to analyze the relations between variables in the equation model. The most widely adopted causal modeling method is LISREL. However it is poorly suited to deal with relatively small data samples and can yield not proper solutions in some cases. PLS has been developed to avoid some of these limitations and provide more reliable results. To test the reliability using SPSS 16 s/w, Cronbach alpha was examined and all the values were appropriate showing alpha values between .802 and .953. Subsequently, confirmatory factor analysis was conducted successfully. And structural equation modeling has been used to analyze the research model using smartPLS(ver. 2.0) s/w. Overall, R² of adoption of rumor is .476 and R² of intention of rumor transmission is .218. The overall model showed a satisfactory fit. The empirical results can be summarized as follows. According to the results, the variables of brand rumor characteristic such as source credibility, message credibility, worry, and vividness affect argument strength of rumor. And argument strength of rumor also affects rumor intention. On the other hand, the relationship between perceived usefulness and argument strength of rumor is not significant. The moderating effect of product involvement on the relations between argument strength of rumor and rumor W.O.M intention is not supported neither. Consequently this study suggests some managerial and academic implications. We consider some implications for corporate crisis management planning, PR and brand management. This results show marketers that rumor is a critical factor for managing strong brand assets. Also for researchers, brand rumor should become an important thesis of their interests to understand the relationship between consumer and brand. Recently many brand managers and marketers have focused on the short-term view. They just focused on strengthen the positive brand image. According to this study we suggested that effective brand management requires managing negative brand rumors with a long-term view of marketing decisions.

• Journal of the Korean Society of Clothing and Textiles
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• v.38 no.2
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• pp.191-200
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• 2014

This study represents "an artialization of fashion" that may be regarded similar to art with a focus on luxury fashion brands. In the $20^{th}$ century, fashion began to share a similar language with art and became a central part in popularizing art. Fashion and art were drawn to each other in mutual fascination. Fashion studies arouse from disciplines like anthropology, sociology and art history as well as from aesthetic experiences and commercial characteristics. Fashion is very complicated phenomenon; therefore, a study on the artialization of luxury fashion brands needs to be approached for aesthetic and commercial aspects simultaneously. This study combines a literary survey with a case analysis of the relation of fashion and art as well as inquires on the artialization of luxury fashion brands based on discourses. The discourses are: first, fashion is an art, second, fashion and art differ in relation to the intention, third, fashion and art have mutual-borrowing. In view of the results achieved in this study, luxury fashion brands can achieve increased effectiveness through art. This study reveals the effects that luxury brands achieve through art versus a discussion on if fashion is art or not and if the relationship is moral or not.

• Journal of the Korean Society of Costume
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• v.63 no.8
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• pp.43-57
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• 2013

The purpose of this research is to systemize the fashion digital storytelling by analyzing the communication method and its elements, and extracting the characteristics and processes of digital storytelling. Based on the previous study on the characteristics and types of storytelling the following things have been researched: 1) the process of digital storytelling in the communication process, 2) the concept and the feature of the academia of digital storytelling 3) storytelling in the document research. On the groundwork of the document research, we were able to sort out the various types, and formed a system of the features in the fashion digital storytelling cases, mainly in the four collections (Milan, Paris, London, New York) from 2000's to recent years of 2010. The types of fashion digital storytelling are episode type, narrative type, and creative type. The characteristics of each of the types are as follows. Firstly, the episode type communicates through the digital media based on the information or fact of the fashion designer brand. Secondly, narrative type communicates with the consumers using previous literature or an existing idea of the original cultural form that is rearranged in digital story expressed by the digital media. Lastly, creative type makes the designer's and consumer's susceptibility and creativity communicate through the newly made story, which expresses the unique originality of the designer. It seems that the cases and studies of using the fashion digital storytelling will increase because of its short history and lack of the case study. Fashion designer brands will show their brand image using the digital storytelling because they are able to better express originality, creativity and imagination of the fashion designer, which were factors that could not be conveyed through fashion alone.

• The Journal of the Korean dental association
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• v.48 no.9
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• pp.647-652
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• 2010

FDI World Dental Federation is organization representing more than one million dentists worldwide with its more than 100 years of long history. Now FDI headquarter is located in Geneve, Switzerland and serves for developing health policy and continuing education programs, speaking as a unified voice for dentistry in international advocacy and supporting member association in oral health promotion activities worldwide. Korean Dental Association has been a member of FDI since 1959 and participated actively in the FDI's worldwide activities. Past Dr. Heung-Ryul Yoon was a president of FDI from 2003 for 2 years and we also have an experience in 1997 of hosting FDI Annual World Dental Congress successively in Seoul. The image of a country reflects the country's culture as well as affects to its economical and social development and it decides the national brand toward the world. Currently, Korean people realized that and put their efforts for promoting diverse aspects of Korea to the world such as multimedia culture called Han-Ryu, electric industry, automotive industry, sports represented by soccer. We have advanced technique and skill in various fields and now it's time to show ourself better to the world. It's same to the dentistry. It's true that Korean dentistry is top-class in the world and the dental industry is prosperous and also has best technique in the world. I think and strongly hope that the 2013 FDI Seoul Annual World Dental Congress would be best opportunity for Korean dentistry and dental industry to promote ourselves and make a big step to the world. Not only for the dentistry, it will also be very good chance to all the Korean people to improve Korean national brand. I believe that we can accomplish if we, all dental societies, stand together and join our effort to use this good chance the best. I know we can make it.

• Korean Journal of Human Ecology
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• v.24 no.3
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• pp.423-436
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• 2015

Namdaemun Market is located in the heart of history and has the volume and the budget for nearly half of the total Namdaemun. But it has been undergoing the crisis of stagnation without reviving the merit of only the 'jewelry' wholesale industrial cluster in the nation. The purposes of this study were that analyzed the status and design of jewelry in Namdaemun and identified the characteristics of successful domestic jewelery brands and then the revitalized the way of the Namdaemun jewelry industry. Problems being currently facing the Namdaemun jewelry shopping are most likely caused by products' design did not respond to changes quickly, while China's jewelry products are in leaps of the quality and the affordable jewelry market in Korea has lost the large number of the customers by china's cheap jewelry products. The most feature of successful domestic jewelry companies, Red Eye, Naughty Cat and Jackie Moon. put the most effort to unique design development and then constantly develope new designs to meet the diverse needs of consumers. It is a conclusion that the Namdaemun jewelry market need to produced under the name of brand not by the traditional whole sale market style. Development unique jewelry brand requires a high-end commercial strategy of the logo, packaging and interior. The high-end quality require for the advanced designs as well as the study of new materials needed for the advanced materials.

• The Journal of the Korea Contents Association
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• v.13 no.9
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• pp.369-381
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• 2013

The purpose of the study was to divide social commerce websites' information into components of product, price, service, and seller information, and to systematically analyze each component of information. A content analysis was used as a research methodology, and 100 webpages from social commerce websites were analyzed. As results, the social commerce websites provided basic information (front view, fabric contents, country of origin, care, color, size) for product information and emphasized price information, including discount rates, sales dues, product quantity, and the amount of products sold. They basically provided expected delivery date, delivery company, Q&A, and return/refund service for service information. In addition, they basically presented brand logo and brand name but need to add information about brand concepts, history and volume as seller information. This study suggested diverse theoretical and practical implications of social commerce information.

• Journal of Communication Design
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• v.62
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• pp.302-311
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• 2018

Fonts are digitized into a file and recognized as a intellectual property by the revision of the design protection act in 2005. Fonts are passed on to the users and are developed into design products. In this study, we have developed a model of font usage system as a design product based on Ahn Se Yoon's brand value system model. Based on the usage system model of the typeface, the lifecycle as a design product of the typeface was defined and analyzed as four different phases (introduction, growth, maturity, and decline.) In this study, To investigate the lifecycle of fonts, we selected the Gulim-chae which is most widely used as digital font files in Korea and are now in decline phase. Through this study, We hope that it will be useful for developing fonts, licensing system, and establishing brand strategies.

• The Korean Journal of Archival Studies
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• no.32
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• pp.219-236
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• 2012

It is well known that records management is closely related to democracy, and the records management 'innovation' in Korea did also aim to reach democratic 'accountability' and 'governance'. Likewise, the first reason this article deals with the establishment of archival community in the East Asia is to help promote democracy and form a co-operative relations in the region through records management. Secondly, the distorted view of history easily found in the history textbooks of each countries should be corrected for the 21st East Asia in peace. Records and memories in the past are main components for the present and the future. A great many records to solve the disputes over history still remains inaccessible at large in the archives of the East Asia. A coming archival community will endeavor to disclose and share the historical records for harmonious awareness of history. Cooperation and solidarity within archival community in the East Asia featuring democratic accountability, governance and more records disclosure can be a brand-new start for peace and 'better' democracy in his region.

• Journal of the Korean Society for Library and Information Science
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• v.47 no.2
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• pp.315-335
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• 2013

As the indigenous history of the city gets recorded and today's history is lively reflected as it draws breath, the city will have its own symbolic images. This study is to show the new city archives of building direction by the status survey and analysis of the city archives based on theoretical study in respect of the comprehension of the characteristics of the city and the need to archive. To this end, the city of Seoul, Busan, and Wonju, was surveyed and were given the suggestion it should efficiently build its city archive based on the results of its analysis.

• Food Science and Industry
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• v.53 no.4
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• pp.397-409
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• 2020

Coffee, which has spread from Ethiopia to Arabia, Europe and then to Korea, has become the most beloved beverage among today's Korean people. After liberation, instant coffee was first introduced to Korea through the U.S. military, and coffee became popular in earnest. In the 1970s, Dongsuh Foods led localization of coffee by mass-producing instant and regular coffee, and in the 1990s, coffee shops replaced teahouses. After the 1997 financial crisis, office workers made coffee on their own as companies downsized on secretarial staff, leading to a further growth in instant coffee mix market. In 1999, the first foreign brand Starbucks was introduced to Korea and the culture of takeout espresso coffee took off. As consumers' preferences of coffee constantly evolve, the demand for high-quality specialty coffee has emerged, individual roasters have grown in order to meet the demand, and a viral marketing through SNS has been used as a growth engine. In 2020, the spread of coronavirus(COVID-19) is affecting the global coffee market. As many offices, coffee shops, and restaurants practice social distancing, out-of-home sales such as coffee shops have decreased, whereas sales for a takeout coffee and home-café products have increased.