• The Research Journal of the Costume Culture
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• v.29 no.5
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• pp.706-718
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• 2021

The purpose of this study is to identify the relationship between experience marketing using makeup services and theme park users' satisfaction, loyalty, and revisit intention. This is because it can identify the usefulness of makeup services and provide implications for effective field marketing strategies. In order to achieve the purpose, 668 users of the theme park were surveyed after convenience screening as research participants. The main theme was the makeup service for visitors to Lotte world, Everland, and Hapcheon Ghost theme park. this study reviewed previous studies and applied them to the makeup service. Based on this, the research model and the hypothesis were established, and as part of the empirical research, the hypothesis was verified through analysis methods such as frequency analysis, reliability verification, factor analysis, and structural equation modeling. The summary of the research results based on empirical analysis is as follows. First, as a result of analyzing experience marketing using makeup services has a positive impact on the satisfaction of customers using theme parks. Second, experience marketing using makeup services has a positive effect on customer loyalty. Third, experience marketing using makeup services has a positive effect on intention to return. Fourth, satisfaction and loyalty were found to affect the intention to return. Based on this research, we hope that the makeup service as experiential marketing can be effectively applied in various fields, and that the research can be used as basic data to make the makeup service into the representative cultural contents marketing.

• The Research Journal of the Costume Culture
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• v.27 no.4
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• pp.368-383
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• 2019

Despite the declining birth rate and consequent lower children population in Korea in recent years, there has nevertheless been found to be a positive trend in relation to the purchase of toddler and children's wear. This has led toddler and children's wear to pursue sales and marketing strategies. There is especially a growing number of experiential marketing that provide an empirical element, which stimulate con- sumers' emotions, and also create a relationship with a brand. Therefore, this research aims to serve as practical data for the planning and implementation of experiential marketing strategies through the analysis of experiential marketing cases conducted by brands of toddler and children's wear. The study examines the status of the Korean toddler and children's fashion market between 2009 and 2018. The domestic brands of toddler and children's wear were analyzed with the application of Bernd H. Schmitt's five experiential modules. The analysis results first showed that of the five modules, 'feel' held the highest proportion, followed by 'think' and 'act', and lastly 'sense' and 'relate'. Second, the experiential marketing stimulated more than three of the five senses. Third, experiential marketing that provided educational experiences to children was conducted. Fourth, an experience was provided for parents and children to enjoy together. Finally, product promotion and purchase were naturally linked. The study's results have confirmed that toddler and children's wear brands implement experiential marketing strategies, which convey the emotional and cultural experiences shared by parents and children in various ways.

• Journal of the Korean Home Economics Association
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• v.48 no.1
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• pp.97-110
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• 2010

The purpose of this study was to identify development strategies of high value-added cultural products in order to help promote Jeonnam cultural tourism festivals. In order to achieve this purpose, we carried out a market survey of cultural products sold in cultural tourism festivals held successfully within the Jeonnam area.The subjects of this study were local festivals which were labeled as cultural tourism festivals by the Ministry of Culture, Sports and Tourism from 2000 to 2008. The results of this study were as follows: Firstly, a store survey was conducted to analyze the categories of products on offer. As a result, the most frequent product was accessories (46.2%), followed by clothing and miscellaneous goods (25.2%), ceramic products (14.8%), interior decoration products (9.1%), and stationery (4.6%). Secondly, in the design motif used for cultural products, most products did not contain festival or local images. Cultural products with festival images made up 47.2% of the range, while only 2.3% of products on offer contained local imagery. The remaining 50.3% of cultural products for sale did not use festival or local images. Finally, in terms of materials used, most products used metal (36.7%), followed by textiles (32.9%), ceramic (13.8%), wood (6.2%), plastic (6.2%), paper (3.6%), and leather (0.2%). For price range, 52.4% of product were equal to or below 10,000 won, followed by 33.1% between 10,000-30,000 won. The results of this study showed that the cultural products of Jeonnam festivals lacked symbolism of the region or festival itself. Furthermore, items and the price ranges were not diverse enough. A possible solution would be to address this short coming, but more importantly, design a marketing and commercial strategy tailored towards the promotion of cultural products which contain both regional and festival imageries.

• The Journal of Industrial Distribution & Business
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• v.10 no.5
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• pp.37-47
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• 2019

Purpose - It is well known that chemyon, referred to by Westerners as face, naturally penetrates the daily life of Asians and influences their cognition, emotion, and behavior. Studies related to chemyon have been conducted in marketing and consumer behavior fields (e.g., luxury products or brands, service failure and recovery, brand preferences, consumer decision making, wedding ceremony, gift giving). A bulk of studies demonstrate that chemyon influences consumption behavior in Asian consumers. Although chemyon significantly influences consumption behavior of Asian consumers, it is also a cultural phenomenon that is not completely explained within the Western viewpoint. Whereas a number of researchers have approached cross-cultural studies of Asian and Western consumers, a limited number of studies have examined it from the perspective of chemyom. The purpose of this study is to compare the phenomenon that chemyon (face) not only affects the consumption behavior of Asia and the West universally (pan-culturally), but also distinctively (culture-specifically). That is, the purpose of this study is to describe that chemyon (face) is not only a culture-specific phenomenon but also a universal phenomenon in the consumption behavior of Asian and Western consumers, even though the extent that chemyon (face) impacts consumption behavior is differentiated. This study aims to understand commonalities and differences between Asian and Western consumption behavior in terms of chemyon (face), and to suggest how to enhance marketing effectiveness in a global market based on understanding the consumption behavior of Asia and the West. Research design, data, and methodology - Using systematic literature review and meta-analysis, this study investigates consumption behavior of Asian and Western consumers from the perspective of chemyon (face). Systematic literature review was used to compare face (chemyon) consumption of Western consumers with that of Asian consumers. To verify systematic literature review, meta-analysis was also accomplished. Results - First, the influence of face (chemyon) on consumption behavior is observed in Western consumers as well as Asian consumers. Second, Asian consumers are more influenced by face (chemyon) than Western consumers. Conclusions - Overall, chemyon (face) can affect the consumption behavior of Asians as well as the consumption behavior of Westerners.

• Journal of Global Scholars of Marketing Science
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• v.17 no.3
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• pp.61-81
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• 2007

Recently, use of foreign models and foreign language in advertising is a general trend in Korea even though the effect has not been well-known..Most of the previous research shows rather an opposite effect claiming marketing communication is more effective when higher congruity between marketing communication and consumer's cultural values are achieved. However, the introduction of global culture due to the expansion of new media such as Internet or cable television makes the congruity not the best choice of marketing strategy. In addition, use of highly attractive models in advertising to increase the effect of advertising is general. However, recent studies show that targeted women audience tend to compare themselves to the highly attractive models and do experience negative sentiment. Bower (2001) proved the difference between 'comparer' and 'noncomparer' when women face highly attractive models. The results show that a comparer who has an intention to compare highly attractive model (HAM) with herself has a significantly negative effect on model expertise, product argument, product evaluation and buying intention. Therefore, HAM is not always a good choice and model attractiveness plays a role in the processing other cues or changing the advertising effect from result of processing other cues. The purpose of this study is to investigate the effect of the use of foreign language on the advertising response of the audience with regard of the model attractiveness. For the empirical study, the virtual advertising using foreign models (HAM, NAM), brand names and slogans(Korean, English) were used as stimuli. The respondents of each stimulus were 75('HAM-Korean'), 75('NAM-Korean'), 66('HAM-English') and 66 ('NAM-English') respectively. To establish the effect of marketing communication, the attitude for media(AM), the attitude for product(AP), targetedness(TD), overall quality(OQ), and purchase intention(PI) with 7 point likert scale were measured. The manipulation was verified to check the difference between HAM attractiveness assessment (m=3.27) and NAM attractiveness assessment (m=5.12). The mean difference was statiscally significant (p<.05). As a result, all consequences were significantly changed with model attractiveness, and overall quality evaluation(OQ) were significantly changed with language. The interaction effect from model attractiveness and language was significant on attitude toward the product(AP) and purchase intention(PI). To analyze the difference, the mean values and standard deviation of consequences were compared. The result was more positive when model attractiveness was high for all consequences. For language effect, the assessment was more positive when English was used for OQ. Considering model attractiveness and language simultaneously, HAM-Korean was more positive for AP and PI, and NAM-English was more positive for AP and PI. In other words, the interaction effect was confirmed by model attractiveness and language. As mentioned above, use of foreign models and foreign language in advertising was explained by cultural match up hypothesis (Leclerc et al. 1994) which claimed that culture of origin effect. In other words, in advertising, use of same cultural language with the foreign model could make positive assessment for OQ. But this effect was moderated by model attractiveness. When the model attractiveness was low, the use of English makes PI high because of the effect of foreign language which supported the cultural match up hypothesis. When the model attractiveness was low, the use of Korean made AP and PI high because the effect of foreign language was diluted. It was a general notion that the visual cues got processed before (Holbrook and Moore, 1981; Sholl et al, 1995) compared to linguistic cues. Therefore, when consumers were faced HAM, so much perception was already consumed at processing visual cues making their native language of Korean to strongly and positively connected with the advertising concept. On the contrary, when consumers were faced with NAM, less perception was consumed compared to HAM, making English to accompany cultural halo effect which affected more positively. Therefore, when foreign models were employed in advertising, the language must be carefully selected according to the level of model attractiveness.

• Journal of the Korean Society of Food Culture
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• v.35 no.5
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• pp.407-416
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• 2020

Food tourism is recognized as a unique form of tourism product that combines traditions and regional characteristics and has become an international trend. However, research on food tourism in Korea is limited. Thus, this study investigated the selection attributes of food tourism in Italy, France and Japan. A qualitative study was conducted among 34 foreign food tourism experts on food tourism in their respective countries to find possible directions for Korean food tourism. As a result of this study, 'Food attraction', 'Traditionality', 'Locality', 'Convenience', 'Cultural Characteristics', and 'Appropriateness of price' were the attributes identified from the expert's comments. Marketing strategies such as improving quality of service and food itself, quality of service, developing diverse food tourism product, and building marketing channel will improve the status of food tourism in Korea.

• Journal of the Korea Fashion and Costume Design Association
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• v.3 no.2
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• pp.23-34
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• 2001

This study aimed to investigate the Bobos style which represents new upper class in the information age and has influence on fashion world, and present the marketing strategy for that. As a result, Bobos' buying behavior of fashion goods and marketing strategy for that were as follows. The first, Bobos fashion style and their characteristics of buying behavior were 1. the pursuit of luxury and high quality 2. the pursuit of blending taste and of the traditional bourgeois and the bohemians 3. the pursuit of utility and practical thing 4. the pursuit of self expression and sense 5. the pursuit of natural and antique taste 6. pursuit of cultural and artistic aspect. The second, marketing strategy for Bobos' buying behavior of fashion goods were as follows. 1. Blending of the traditional prestige and freedom should be reflected on fashion goods. 2. The utility and natural style of fashion goods are needed. 3. The non-conspicous self expression and artisticㆍcultural taste should be reflected on fashion goods.

• International Commerce and Information Review
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• v.10 no.4
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• pp.251-275
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• 2008

South Korea has spend billions planing for entertainment contents development, exporting contents, developing strategies for overseas marketing. But one piece of the plan may be missing: The ability of corporations to continue to provide vital services. Over the years, a number of studies have examined korean waves and have reached the same conclusion: starting a activity without reasonable strategies tends to have effects on merchandising, income, image, etc. For the purpose of analysis, this study has adopted SWOT matrix, Japan's market, for instance, is mixed by variation factors-opportunities, threats, strengths, weakness. Fortunately, Because Japan's market, the most world's cultural contents, has an environmental condition of advanced level, If Our en-contents have a high level, through localization and strategic alliance, the marketing strategies for japan' market will do a good chance of success.

• Archives of design research
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• v.3 no.1
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• pp.83-93
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• 1990

The constant evolution of society, culture and scientific technology, coupled with changes in life style and behavioral patterns, has led mankind to peroeive diverse needs for space. Particularly, the rapid structural change in the field of marketing has entailed changes in techinques for construction and presentation of space for an improved marketing environment. To satisfy such new, diverse needs for space, interior designers will have to redefine the "mankind and environmen( concept and examine their design methodology anew. The question of how to design available space for a certain purpose will remain a daunting task for designers in the future, as it has been in the past. In the pursuit of convenience and conformity to mankind's surroundings, every nation has, in common with other nations, basic design elements, design skills and other factors. In designing camercial space in a particular region, it is essential, however, to have a proper understanding of the social economic and cultural context indigenous to that region, as well as the impact on environmental and ecological change and marketing strategy. This study discusses design metholdology for the comming camercial space on the basis of the space concept and current status in Korea, with major emphasis on Korea's regional characteristics.

• Fashion, Industry and Education
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• v.15 no.2
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• pp.11-24
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• 2017

The objectives of this empirical study were to examine the relationships between shopping motivations, Pine and Gilmore's four experience realms (4Es), the emotional components of pleasure and arousal, and patronage intention toward small apparel retailers. Data from 128 college students were collected through an online survey. Regression analysis results revealed the positive impact of shopping motivations on the hypothesized experiential realms and partial effects of the 4Es on pleasure and arousal. Pleasure and arousal were found to affect patronage intention. This research benefits small retailers by identifying the experiential marketing strategies that positively affect consumer emotional experiences, which are important to consequent patronage intention toward small apparel retailers.