• Korean Business Review
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• v.22 no.2
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• pp.157-179
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• 2009

This papers aims to focus on the city marketing as the green growth policy strategies using a case study of Gangneung City, Republic of Korea. In the case study it was verified the fields of urban growth including ecology, culture, alternative and recycled energy, green transportation system. The implications of the study were as follows: First, the city government had regenerated the coastal pine forest through removing unlicensed buildings which were squatted down in decades. Secondly, the city government has recognized the value of culture that possessed various types of cultural asserts. Thirdly, it is possible to use and produce the ocean energy with the tidal power plant, wind power plant and green deep water because Gangneung City has the ocean-oriented image and is located the coastal region. Lastly, the city government has been utilizing the LED traffic light using solar heat and is going to apply the green car like an electric car. This paper indicates the importance of the alternatives of the green growth-oriented policy through city marketing using the concept of culture and ecology. The city government will strive after an advanced triple bottom line with the ecological sustainability, cultural diversity and economic effectiveness in the near future.

• Journal of Distribution Science
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• v.20 no.11
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• pp.89-98
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• 2022

Purpose: Increasing competition in the higher education sector has prompted universities to enhance their marketing efforts and understand their potential customers. The study aims to explore how information sources are used and changed among prospective Vietnamese students during the decision-making process. Research Design, Data, and Methodology: This study undertakes a longitudinal study involving multiple rounds of data collection to better understand the decision-making process of prospective students. Data was collected from 12th -grade students in Vietnam through two rounds of quantitative surveys with 251 students and one round of qualitative interviews, spanning the duration of their senior year. The three stages of the decision-making process correspond to the three stages of pre-purchase period. Results: Most students decide that attending open days, taking career assessments, and looking up information online are the most important information sources to consider. The WOM sources are more important in the early stages, while university-generated sources and events are important in the later stages. Conclusion: Implications from this study may contribute to the design of more effective marketing communications campaigns as university marketers gain a better understanding of the distribution of information sources utilized for each specific stage of the decision-making process.

• Asia Marketing Journal
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• v.10 no.3
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• pp.31-57
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• 2008

The purpose of this study is to investigate the antecedents of city brand personality and those effects on city brand personality and attitude toward city. This study attempts to confirm dimensions of city characteristics and city brand personality, and analyze the structural relationships among the city characteristics, city brand personality and attitude toward city. The result showed that various characteristics of city (culture and historic characteristics, life stability, facility convenience, economic factors, the image of city appearance, nature friendly characteristics) influence city brand personalities. In addition, city brand personalities (vivid personality and stable personality) are positively related to attitude toward city and mediated between the characteristics of city and attitude toward city.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.8
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• pp.345-351
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• 2020

The study investigates how marketing mix factors are mediated by health consciousness and service quality in creating fresh fruit buying decisions of customers in Vietnam. This study employs samples of customers in Vietnam via the survey questionnaire. The authors have used a total of 256 responses that acquired the valid criteria. The compound of data analysis comprises reliability test, validity test, exploratory factor analysis, group analysis and multiple regression analysis to structure the hypothesized model. Respectively, the structural equation model (SEM) is applied to conduct the multiple multivariate equations. By the assumption of causal-effect relationship between independent variables such as marketing mixed factors, and mediator as health consciousness and service quality, which potentially impact on purchase decision; the SEM method is deployed. The results reveal that consumers have paid no attention to the marketing mix factors, but they care much about service quality and health consciousness. Thus, health consciousness and service quality are effective mediators. These findings are new and contribute to the consumer behavior and retail marketing literature. The findings of this study can provide assistance to managers in the given field to understand more easily the consumer behavior about fresh fruits, then improve their own performance.

• Journal of the Korean Geographical Society
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• v.42 no.2 s.119
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• pp.280-294
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• 2007

This paper aims to examine the ways in which the Singaporean government has promoted the "global city" imaging strategy as a means for marketing Singapore. Since the 1990s, Singapore has pursued a place-marketing strategy that aims at imaging itself as a "creative", "culturally vibrant" and "cosmopolitan" global city by utilizing various cultural, tourist and spatial policy measures. It argues that the Singaporean government has promoted this particular imaging strategy under a broader economic resoucturing program, aiming at transforming the Singapore's economy into a "knowledge-driven" one, under which the attraction of international knowledge workers is seen as crucial for the competitiveness and innovation. This paper also discusses the limitations of this strategy, focusing on growing tensions between the global and the local in the Singaporean society and the ways in which the authoritarian and top-down nature of governance have restricted the genuine development of the "culturally vibrant" environment in Singapore.

• The Journal of the Korea Contents Association
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• v.7 no.8
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• pp.174-181
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• 2007

As part of city marketing, many local governments are recently developing or have already developed a slogan for their own city brand. This study aims to provide basic source materials for an efficient and more systematic way in current development of the slogan for a city brand. Therefore, this study compared and analyzed the cases for developing the slogan for a city brand in Korea and in other nations, presenting some feasible solutions. As for the characteristics of the slogans for city brands in Korea, they were all campaign-type slogans with a single-component structure that includes the city's name. They mostly used values as their subject material. The basic requirements for producing a successful city-brand slogan include the emphasis on the quality of being unique and differentiated. A city-brand slogan must incorporate the kind of natural environment, the culture, the history, etc that are unique to the region in order to become a creative and unique slogan. Rather than being swayed by short-term trends, a city-brand slogan must have a long term vision and strategy as well as a clear and accurate setup. Also, a city-brand slogan will proliferate and create values as a brand when shared communications with all local residents continue to occur after developing the slogan.

• The Journal of the Korea Contents Association
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• v.11 no.2
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• pp.276-286
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• 2011

Recently, many regional governments and national organizations have propelled public art projects as a part of city regeneration project for improvement of living environment and cultural welfare of neglected regions. It is necessary to think of meaning of the public art project in a context of city regeneration, not only in public art discourse. This paper starts from the question if recent public art projects performed in city of Busan during last 5 year was successful in terms of place marketing. This paper tried to revoke to consider public art project in terms of place marketing because it should be utilized ultimately to activate regional economy for the habitants. First, we reviewed theoretical background regarding definition of public art and place marketing, intended effects of public art project, and place marketing strategy. we elicited an analytical framework and analyzed representative 6 cases of recent public art projects performed in city of Busan in terms of requirements of public art project and viability of place marketing. Discussion of the analysis result suggested implications for the future public art project to direct.

• Journal of Industrial Convergence
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• v.15 no.1
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• pp.9-15
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• 2017

This study aims to present a direction for the efficient TV commercial marketing strategy at the market by analyzing the relationship between technology and the smart-phones' TV commercial especially 'iPhone series' and 'galaxy S series'. As the results of the factor analysis of the hardwares, slogans and TV commercial for the target smart-phones, TV commercial is the way of the expression for the technology through the meaning of the value. And the meaning of value is defined by reclassifying the expression technique of each scene of TV commercial into nouns and adjectives. Setting a slogan is very important because it is making memorable motto or phrase for the consumer and it decide the image of the product. So the correct configuration of the slogan is a keystone that is important for creating a TV commercial and has a profound impact on product image formation.

• Journal of Fashion Business
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• v.17 no.3
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• pp.109-121
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• 2013

The purpose of this study was set as clarifying the relative importance of experiential marketing on customer satisfaction and revisit intention of beauty salon franchise stores while raising the competitiveness of beauty salon service by clarifying the causal relationship between these factors and revisit intention. The data was gathered using questionnaire targeting 350 adults living in Gwangju Metropolitan City and the analysis was performed using the SPSS 18.0 statistics package. The result of this study is summarized as follows. First, the factors forming up the experiential marketing of beauty salon franchise stores have been verified as a total of 5 dimensions to be shown as sense marketing, relation marketing, feel marketing, think marketing and action marketing. Second, the experiential marketing of beauty salon franchise stores was shown has having statistical significant effect on the revisit intention. Third, the experiential marketing of beauty salon franchise stores was shown has having statistical significant effect on the customer satisfaction. Fourth, while the indirect effect of each of experiential marketing and customer satisfaction of beauty salon franchise stores on the revisit intention was independently shown as significant, the indirect effect of experiential marketing by mediating customer satisfaction was not shown as significant.

• The Journal of Fisheries Business Administration
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• v.12 no.2
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• pp.61-71
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• 1981

This essay examines the marketing of Fishermen's Cooperative in Korea, and in particular considers the marketing channel of fisheries products, No company can perform by itself all the activities involved in the production and distribution of its products and services to its final markets. It must work with other firm to get the job done. Thus marketing channel firms of the fisheries products include primarily the Fishermen's Cooperative the licensed dealers and tile merchant middlemen, The goal of marketing is in matching of segments of supply and demand. Every producer seeks to the link the marketing channel firms that will help it accomplish its objective best. Therefore this study surveys the three types of marketing channels through tile central market That. is, they are a marketing channel through the terminal market, a marketing channel through the fishermen's cooperative terminal market, and a marketing channel through the private fish market. Consequently the Fishermen's Cooperative can choose to improve in any of tile marketing channel as follows: \circled1 The Fishermen's Cooperative is nominated wholesaler in the terminal market. \circled2 It is abolished to sell by double auction in the production district terminal market and the consuming city terminal market of Fishermen's Coopertive. \circled3 The steady wholesalers in private fish market are entitled to the licensed dealers. \circled4 The Fishermen's Cooperative sponsored voluntary chains join with retailer, supermarkets, consumers' society. Therefore the study of marketing channel of fisheries products can appropriately referred to satisfying needs and wants through exchange process.