• Korean Business Review
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• v.23 no.2
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• pp.99-114
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• 2010

This study paid attention to the social cultural ripple effect which as a project for the past 10 years, the corporate social responsibility gave to local residents. Especially the study considered the effect appearing from encouragement of cultural activities of residents in abandoned mine which were culturally disadvantaged, and would search for productive ways for continuous development of casino industry and local community in the future. The study area was mainly Taebaek, Gohan, Sabuk located in abandoned mine and the number of residents involved were 185. Through surveys, first, demographic characteristics of respondents were investigated, second, recognition level and satisfaction, third, social cultural impacts of social responsibility of Kangwon Land according to that, and last negative image make over by corporate social responsibility were analyzed. As the result of the investigation, 185 of first response in general recognized the corporate social responsibility of Kangwon Land, and their satisfaction about that was also high. In addition they felt the quality of life were bettered after the development of casino.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.10
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• pp.875-884
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• 2020

Thailand has a rapidly growing pharmaceutical sector, which is the eighth largest in the Asia-Pacific region and one of the largest and most developed among the Association of Southeast Asian Nations (ASEAN) countries. This study examines how to provide the most appropriate approach to enhance Thailand's pharmaceutical services to dispense medicine to end consumers. The main objective is to determine the most appropriate corporate image for Thai Pharmacy Retail Stores (PRSs) for entering the ASEAN market community. An exploratory mixed-method design characterized by qualitative and quantitative phases of data collection and analysis and the linking of data from these two separate data strands was adopted to conduct an in-depth interview with pharmacists and the owner of pharmacy retail stores as well as 405 respondents who had visited a pharmacy retail store and interacted with pharmacists during the previous year. The multiple linear regression (MLR) was applied to analyze the relative influences of perceived service quality and the cultural dimension on the corporate image. Findings reveal that the perceived service quality and cultural dimension contribute 50% towards the corporate image, and the perceived service quality had more effect than cultural dimension. This study mainly focuses on PRSs in Thailand, while the findings show other analyses concerning how to successfully create and promote an effective PRS image for ASEAN markets.

• Journal of Korean Society for Quality Management
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• v.46 no.4
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• pp.1015-1028
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• 2018

Purpose: This study attempts to find how the cultural marketing activities utilizing cultural space affect firm's brand image and brand loyalty, and whether this culture marketing technique is recognized as a social contribution activity by potential customers and thereby influence brand image and loyalty. Methods: The data was collected by using the structured questionnaires to consumers who have experience using the Naver Library, Starfield Library, and Hyundai Card Library. The proposed research model is tested using 178 valid questionnaires using Smart PLS 2.0. Results: This research indicated that among cultural marketing factors, cultural support and cultural promotion have little impact on brand image, whereas culture firm influence brand image. Brand image also had an impact on brand loyalty, but it was found that public libraries operated by companies were not recognized as corporate social contribution activities, nor did they have an impact on the formation of the company's brand image. Conclusions: The study offered a theoretical and empirical foundation for future research by empirically identifying the relationship between cultural marketing and brand image and loyalty and confirmed the coordinating effect of social contribution activities between a cultural firm and its brand image.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.3
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• pp.1035-1044
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• 2021

Corporate longevity is an interesting issue from a theoretical point of view. In today's uncertain economic climate, the first priority for a company is survival. The longevity of an organization is basically one of the areas that can classify the sustainability of a company. Known as the cultural heritage of Indonesia, the traditional herbal medicine industry faces challenges of longevity. The word Jamu is a generic expression for traditional herbal medicine in Indonesia. The Jamu industry as Indonesia's cultural heritage must be preserved with good support from a technical, regulatory, and commercial perspective so that Jamu companies do not go into the decline stage. Operational resilience is usually defined as the ability of an organization to adapt rapidly to changing environments. This study aims to identify the effect of operational resilience and human capital on corporate sustainable longevity through innovation performance. The questions are addressed through empirical research of 108 small companies that produce Jamu, traditional herbal medicine in Java, Indonesia. This study was conducted during July-September 2020. Data analysis is carried out with SEM-PLS using SmartPLS software version 3.0 to evaluate the data collected. The results indicated that operational resilience influences corporate sustainable longevity directly and indirectly through innovation performance. However, human capital could not play the antecedent role to corporate sustainable longevity directly or even indirectly through innovation performance. Human capital indicators require deeper exposure in the context of small industries.

• Journal of Distribution Science
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• v.14 no.9
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• pp.73-83
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• 2016

Purpose - Previous studies have not paid attention to global self-corporate brand congruity and affective approach from the viewpoint of global self. This study explored an inducement of gratitude that, under the circumstance of corporate association, consumers feel toward corporate's responsible activities, pride related to corporate's ability, and global self congruity. Current researches also have examined positive behavior effects of global self-corporate brand congruity and the feelings on corporate products. Research design, data, and methodology - This research theoretically reviewed that corporate ability and social responsibility association would influence global self-corporate brand congruity, that corporate ability association could induce consumers' sense of pride, and that social responsibility association might induce gratitude. This study, furthermore, examined theoretically whether global self-corporate brand congruity, pride and gratitude could make consumers behave positively toward corporate products, and developed hypotheses. For the empirical analysis with the questionnaires, 231 employees and common people completed the questionnaires, and structural equation model of AMOS 18.0 was used. Results - From the empirical analysis, the outcomes are as followings. First, corporate ability association makes consumers feel proud. Second, corporate social responsible association makes consumers feel grateful. Third, both corporate ability association and social responsibility association let consumers be aware of global self-corporate brand congruity. Fourth, being conscious of each of pride, gratitude and global self-corporate brand congruity prompts consumers to behave positively toward corporate products. Fifth, mediation effects of pride and the congruity in the roles of corporate ability association on the positive behavior, and those of gratitude and the congruity in the roles of corporate social responsible association on the positive behavior are identified. Conclusions - Based on the results, it can be said that a marketing manager should endeavor to make consumers associate the corporate ability and social responsibility. However, the degree of consumers' feelings such as pride and gratitude can differ according to their cultural backgrounds. It is, therefore, needed to be explored by the types of feelings that can be caused more from the difference in cultural backgrounds by corporate association, and to be investigated differently and positively with behavioral effects on the corporate's products between the types.

• Management & Information Systems Review
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• v.28 no.3
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• pp.117-140
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• 2009

The purpose of this study is to investigate the effects of corporate mecenat activities, ultimately making more firmly established the theory of mecenat activities from the perspective of marketing. For the purpose, this researcher examined the motives of such activities and analyzed the current state and problems of those activities in Korea. In this study, the motives of corporate mecenat activities are largely classified into the improvement of corporate image, which is identified from the view of cultural investment, and direct corporate profits like tax favor, from the view of marketing. Regarding the effects of corporate mecenat activities, P. Kotler and J. Scheff suggested that in future, corporate supports to art would be the most remarkable part of marketing. In association, the Australian Foundation for Culture & Humanities and Arthur Andersen described the effects of corporate mecenat activities in form of cultural investment largely in terms of business, market and employees. In a similar vein, the Korea Business Council for the Arts classifies the effects of corporate mecenat activities largely into three, corporate legitimacy, market advantage and benefit to employees. In relation to corporate mecenat activities, now, the theory of mecenat which is established from the perspective of marketing is considered more persuasive than that which is provided from the perspective of philanthropy. For more corporate efficiency and effectiveness, in conclusion, it's needed to orient the theory of mecenat from the perspective of marketing.

• The Journal of the Convergence on Culture Technology
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• v.6 no.3
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• pp.111-116
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• 2020

This is a case study of corporate culture marketing to commemorate the 10th anniversary of the death of Steve Jobs on October 5, 2021. Corporate culture marketing seeks to derive cultural consumer values through Steve Jobs' fandom, and to increase corporate brand image and achieve profits. According to Big Data, Steve Jobs' brand image was derived from 'Innovation', 'First', 'Creativity', 'Change', and 'Design'. So, the relationship between Spigen convergence culture space 'SpigenHall', which is highly related to Steve Jobs' brand image, and the opera , which is made of the material of former Apple CEO Steve Jobs, is analyzed with big data and culture. We investigated the opinions of content experts. SpigenKorea and the digital opera are designed to provide Steve Jobs' story of joy and sorrow, offer VIP members' premium services, press publicity is 'the first in Korea', GangNam's suitable for famous celebrity performance venues and cultural and artistic venues 'SpigenHall', the revenue of the performance ticket was selected as a donation. This study is suitable for researching the life story of male CEOs and planning a cultural city. The limitations of the study need to analyze various works by genre and attempt to analyze consumer values according to the industry.

• Journal of the Korean Society of Clothing and Textiles
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• v.35 no.5
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• pp.547-560
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• 2011

This study examines the effect of corporate social responsibility on the corporate image and purchase intention. The data were obtained from 320 male and female 'C' university students in Daejeon in October of 2010. The data were analyzed by descriptive statistics, factor analysis, reliability analysis, regression analysis using the SPSS-WIN 15.0 and AMOS 7.0 program. The results were as follows. First, corporate social responsibility consists of five dimensions: community/cultural service, social contribution, environmental protection, consumer protection/legal responsibility, and economic responsibility. Purchase intention consists of comparative purchase and priority purchase. Second, social contribution, consumer protection/legal responsibility, and economic responsibility affect the corporate image. Third, social contribution and consumer protection/legal responsibility also affect purchase intention. Forth, the corporate image affects purchase intention. The findings of this study are expected to be used as basic data for establishing differentiated marketing strategies in fashion company.

• Journal of Korea Entertainment Industry Association
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• v.13 no.8
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• pp.41-54
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• 2019

Today, companies are supporting filed of culture and art forms as part of its social contribution activities to cultural support. Also, improvement of commercial interests and profit structure for enhancing the image of support taking shape at the same time, such as a strategic approach. Culture of companies in building confidence and enhance its operational activity is the image of the positive effect that charitable point of view social contribution projects and strategic point of view of culture support activity. Therefore, corporate culture in the study formed in supporting a variety of factors recognized the importance, culture support for business activity is the image of the factors which are behavior, social responsibility actions, corporate contributions to analyze the impact. Then the company's corporate image formed by supporting a culture and see if any influence on customer loyalty to carry out an empirical study. The conclusions of this study are as follows: first of all, corporate culture support activity is affecting contributions to corporate social responsibility actions and behavior of the corporate image, and image formed to consumers has shown to have a positive impact on customer loyalty. Second, corporate image formed by supporting a culture wac shown to have a positive impact on customer loyalty.

• Asia Marketing Journal
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• v.20 no.1
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• pp.69-87
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• 2018

This study examines the linkage between Korean wave, corporate image and country image, perceived quality of products made in the country. To close a gap lacking empirical studies on impacts of corporate image to country image and to further understand impacts of Korean wave, this study conducts survey over Chinese consumers to test the effects of corporate image, Korean wave to the country image, and verify on its effects to perceived quality of the products made in the country. The results show that both corporate image and Korean wave influences to form positive country image of Korea, and perceived quality of Korean made products. The size of effects varies upon products type and stimuli. This study could provide policy makers insights how to promote country image as well as support SMEs for developing overseas markets. Also, it could give marketers valuable implications to develop effective global marketing strategies using cultural assets, country image and salient corporate image.