• Journal of Agricultural Extension & Community Development
• /
• v.20 no.4
• /
• pp.1181-1216
• /
• 2013

This study was accomplished to enhance brand value for hanwoo and to develop strategy for brand positioning that move customer's heart. This study in order to achieve the research was carried out as follows: First, the cluster analysis based on demographic characteristics for consumer on the basis of three types segmentation on market was conducted. Market A was consisted of a well-educated, high-income and young bracket. Market B was consisted of a well-educated, high-income and middle-aged bracket. Market C was consisted of a low-income and middle-aged class. Second, consumer's positioning map was analyzed based on perceiving data which are products' functional, emotional, and self-expressive benefits about consumer's feeling beef products. This study was analyzed each relative brand advantage and structure of competition on segmented market by conjoining each brands positioning map and feature vectors map. By the result of the analysis, each brand's positioning strategy was devised. As a result of the study, the hoengseong hanwoo is competitive about all kinds of market. We chooses that hoengseong hanwoo's target is A market, because that brand is evaluated as a high-ranked quality by high-class image of luxury price, quality, brand image. For management improvement sake, this brand(the hoengseong hanwoo) is needed to effort for promoting consumer's awareness about safety and reliability.

• Management & Information Systems Review
• /
• v.34 no.4
• /
• pp.121-139
• /
• 2015

This study examine the overlapping concepts among the brand performance variables such as brand trust, consumer-brand relationship, and brand loyalty in study one after divided consumer-brand relationship into 4 different variables, brand congruity, interdependence, brand nostalgia, brand love. Contrary to expectation, conclusion of factor analysis shows that there exist 4 factors based on eigenvalue. The variables such as brand experience, consumer-relationship, and brand love are divided into several variables and verified the validity of these concepts. We can easily witness this kind of situation because researchers use different scales on same variables Second study suggest brand love is concept that harder to accomplish than brand loyalty. Because the several fit indices of first model that indicate the simple relationships among brand trust, consumer-brand relationship, and brand loyalty are very low to accept, this study propose 4 different models. Conclusion shows that model 3b(love is placed last) is most acceptable thing. And this means love brands like people might be hardest thing to achieve.

• The Journal of the Korea Contents Association
• /
• v.20 no.3
• /
• pp.527-541
• /
• 2020

Consumers' favorable attitude toward ethical brands, and the rise of ethical consumers, is a recent global trend. Nevertheless, prior studies have emerged that favoring ethical products does not necessarily lead to consumers' purchase. Focusing on this, authors attempted to explore what perceptions of the brand lead to purchase behavior. Three experiments were conducted for this purpose. Results are as follows. First, even in ethical products, consumers choose the product when it is perceived as more ethical. This tendency has been shown for both eco-friendly type and donation type products. Second, when there was no noticeable difference in ethicality, ethical consumers consider brand reputation as an important factor in choice. Third, results remains regardless of consumer individual characteristics (consumer altruism, conspicuousness). Note that, unexpectedly, the underdog effect was not observed among altruistic consumers. Several implications, limitations of research, and suggestions for future research were discussed.

• The Journal of the Korea Contents Association
• /
• v.20 no.4
• /
• pp.212-229
• /
• 2020

'Live + Sale' is actively promoted in China and 'Wang-Hong', also known as Chinese internet celebrities are dominating this format of marketing strategy recently. They introduce products to consumers through live broadcasts, promote online shopping, and frequently evoke impulsive buying. Under this context, it is worth focusing on what factors influence impulse buying during Wang-Hong's live broadcast. This study investigated the impact of Wang-Hong characteristics on impulse buying behavior when watching live sales. Also, the mediating role of flow experience and viewing satisfaction was explored. Furthermore, we expected that the different live broadcast circumstances could have a different impact on flow experience, viewing satisfaction, and impulse purchase. A total of 242 Chinese women who have experience of viewing live sales were recruited through a Chinese research platform. The results revealed that Wang-Hong's trustworthiness and attractiveness positively affected the viewer's impulse buying directly, and indirectly through flow experience and viewing satisfaction, whereas expertise did not have any impact on impulse purchase. However, there were no significant differences between the two live broadcast circumstances. This research can enhance understanding of the impulse buying process during Wang-Hong's live sale and help brands come up with effective influencer marketing strategies using live sales.

• Science of Emotion and Sensibility
• /
• v.20 no.2
• /
• pp.87-102
• /
• 2017

With increasing interest in 3D printing, the interest in the 3D modelling training that should precede the 3D printing is increasing. However, the existing 3D modelling software is developed mostly by foreign brands. Thus, the interfaces are all in English. 3D modelling software training for Korean novices who are not familiar with these terms has constraints. This study aims to explore what to consider when developing a Korean model for 3D modelling educational software for 3D printing in the face of such reality. For this goal, after having novices with no experience in 3D modeling to perform a house building task using either 12D Design or Tinker CAD, we conducted a survey. It was found in the result that more users favored Tinker CAD over 123D Design, and the errors involved while working with the Tinker CAD were less than those with the 123D Design, and the ratio of people who completed the task with the Tinker CAD was higher than that with the 123D Design. In general discussion, an introductory level educational 3D modeling software development is proposed which utilize characteristics of Tinker CAD (easy modelling is possible by three-dimensional figures) and web-based method. Also, a beginner/intermediate level educational 3D modeling software development is proposed which utilize characteristics of 123D Design (with finer measurement manipulations and figure alignment) and Windows-based method.

• Korean Journal of Construction Engineering and Management
• /
• v.18 no.2
• /
• pp.49-57
• /
• 2017

This study intends to determine the decision making criteria of leasing in mix-used shopping mall, analyze the variation of their weight by store size inside mall and lend-lease perspective for lessor and lessee towards the identification of optimal leasing environment in mix-used shopping mall development. The decision making have been identified based on the number of prior literature review and expert consultation. And the AHP methodology and Fuzzy theory have been implemented to develop the weight for criteria based on experts survey. Research finding indicates that the 2 categories with 6 criteria and 24 sub-criteria have been determined. It is noteworthy that the large sized group would be located in both ends on main floor with their requested store size; middle sized group done over second floor with low rent by attracting with both competitive brands and key-tenants; small sized group done in both ends on main floor or on 2 to 3 floor connecting to main circulation. This should be examined in the planning stage of SPA lessee solicitation by the lessor in mix-used shopping mall development project.

• Journal of the Korea Fashion and Costume Design Association
• /
• v.18 no.2
• /
• pp.15-33
• /
• 2016

Women in their 30s and 40s, who are at the center of "ageless" and "down-aging" consumer trends, are likely to encounter problems with fitting and size conformity when they wear casual clothes targeting women in their 20s. Hence, differences in upper body sizes and body types between women in their 20s and women in their 30s and 40s were analyzed. The data for this study was from the 6th Size Korea survey of body measurements of 1,675 female adults in their 20s-40s. SPSS 21.0 for Windows was used for analysis of the collected data. To examine differences in average upper body size between women in their 20s and women in their 30s and 40s, descriptive statistics and independent sample t-tests were conducted. Factor and cluster analyses were used to classify body types by age groups. Comparing direct measurement items showed that women in their 20s tend to have higher average values for most height-related items-including body height-and lower average values for circumference, thickness, and width than women in their 30s and 40s. Factors in determining the upper body shapes of women in their 20s to 40s were narrowed to five; through a cluster analysis, upper body shapes of women were classified into three body types as follows. Type 1 women are shorter and thinner with small frames; Type 2 women have the highest vertical values for their upper bodies and average values for obesity-related categories of circumference, thickness, and width. Type 3 women are the shortest and has the highest body mass index (BMI), verifiable as obese. By analyzing differences in body type distribution according to age groups, it was found that more than 90% of women in their 20s belong to Types 1 and 2. On the other hand, most women in their 30s and 40s are identified as Type 3.

• The Journal of Industrial Distribution & Business
• /
• v.11 no.8
• /
• pp.39-49
• /
• 2020

Purpose: Current study aimed at exploring the roles of system justification in the effects of consumers' self-identification with the threatened social in-group on the within-domain versus across-domain consumption. It focused on whether there are positive effects of both of the self-definition and the self-investment on the in-group system justification, and also explored whether the system justification, in turn, could make positive effects on the consumption. Research design, data and methodology: The self-identification was approached in view of self-definition and self-investment when the in-group was threatened by members of their out group. The empirical study was performed with the single factor within-subject design based on the feeling of the consumers' being threatened when the in-group was criticized by the others. The in-group threatened was accessed from the memory of each of the undergraduate students participating in the empirical study by asking them to remember the events by which their important in-group was perceived to be threatened in their past life. Questionnaire data collected from the undergraduate students were used to verify research hypotheses by structural equation model in Amos 21.0 program. Results: First, the self-definition positively affected the within-domain versus across-domain consumption, but did not affect the in-group system justification. Second, the self-investment positively affected the in-group system justification. Third, the system justification made positive effects on the within-domain versus the across-domain consumption. Therefore, this article could contribute to the development of the theory related to compensatory consumption in the view that there could be the positive mediation roles of system justification in the effects of consumers' self-investment to their in-group on the within-domain versus across-domain consumption when the in-group is threatened. Conclusions: The results of this study could give managerial implications to brand or product marketing managers. How to vitalize consumers' self-definition with, and self-investment to, the threatened in-group is at issue to the marketers when consumers' important in-group was threatened by others. By evoking the in-group-based self-investment to consumers when the in-group was threatened, the marketers should increase the level of the system justification, and the marketers should promote the consumers to recognize that their products or brands are included into the within-self domain.

• The korean journal of orthodontics
• /
• v.33 no.6 s.101
• /
• pp.465-474
• /
• 2003

The great variety of commercial brands of orthodontic wires available on the market, stimulated by the so called superior wires (nickel titanium with shape memory effect and superelastic nickel titanium), makes the professional choice for a suitable and less expensive material difficult. The in vitro study of the mechanical properties of the orthodontic wires acts as an auxiliary tool for the professional. In this paper, a comparative study of mechanical properties was made, using stress strain tests for 4 types of orthodontic wires (conventional stainless steel, multistranded steel, superelastic nickel titanium and thermoactivated nickel titanium) separated into 5 groups. A series of 6 tests were tested for each group of wires. Initially, each group was tested 3 times until the wires broke. Furthermore, 3 more tests for each group were performed, stretching the wires under standardized activation loads, for a reliable comparison of their mechanical properties, during loading and unloading. 1 tests were applied to check differences among the groups. In vitro, the results suggest that regarding the mechanical properties supposedly desirable for physiological teeth movement, such as resilience, elasticity modulus, strength liberated during unloading, and the way that strength is liberated, thermoactivated nickel titanium wires, acting under mouth temperature, seems to be a good choice, fellowed by superelastic nickel titanium, multistranded stainless steel, and conventional stainless sleet. Superelasticity was demonstrated for superelastic nickel titanium wires. When at $37^{\circ}C$, thermoactivated nickel titanium wires showed shape memory effect, showing that temperature is important for enhancing the mechanical properties.

• Culinary science and hospitality research
• /
• v.15 no.4
• /
• pp.273-285
• /
• 2009

In order to find how the recovery justice from the service procedure and result failure affects the quality of customer-brand relationship, we conducted this study following pre research, its correction and supplement of the customers who experienced some service failures in food restaurant. We selected the best five brands in Korean food franchise in the rank of the sales on basis of data of Korean Food Restaurant Information in year 2009. The participants of this research were the people who live in Seoul metropolitan area and ever experienced any service failure within recent 6 months. Of the 500 copies of survey questionnaires distributed, 391 were used for the analysis. The method used for this analysis was the SPSS for WIN 12.0 program and the analysis such as technical statistics analysis, reliability analysis, research element analysis and regression analysis were applied. As a result, the service shortage factor which is one of the service process failures was confirmed to affect procedural justice and distributive justice. It has been confirmed that procedural justice and distributive justice are influenced by the hygiene deficiency which is one of the result failures. It was also found that the product factor affects distribution justice. As for the effect of the quality of recovery justice and a customer-brand relationship, procedural justice and distributive justice were found to affect the mutual dependency while procedural justice affects a familiarity.