• Asia Marketing Journal
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• v.7 no.3
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• pp.29-51
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• 2005

The present study extends Alden et al.'s (Alden, Steenkamp, and Batra 1999) study of cultural brand positioning through advertising, in which global cultural positioning is distinguished from foreign cultural positioning and local cultural positioning. The present study explores differences in the brand personality between global cultural positioning ads and local cultural positioning ads and investigates the effect of each type of cultural positioning strategy on the brand attitude. A content analysis was conducted for the Chinese print advertisements of Korean brands in order to examine the brand personalities developed by each type of cultural positioning strategy. Substantial differences in the brand personality were not found between the cultural positioning strategies. An experiment was conducted using Chinese consumers in order to test the effect of the cultural positioning strategy on the brand attitude. The global cultural positioning was found to be more effective than the local cultural positioning in general, and the Korean cultural positioning was found to be more effective than the local cultural positioning only for the younger consumers.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.15 no.5
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• pp.3203-3212
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• 2014

Company. s support for culture and arts started from mecenat activities. After then, it played a role as a tool of the company to satisfy consumers. cultural desires and improve the company. s image. As time goes by, it became a culture marketing which encourages business activities. Therefore, many companies try to develop their culture marketing activities in various fields. Especially art marketing has increased consumers. expectation and interest about art activities. Also, art marketing has become important as it has helped consumers to have critical view about products and improve their standard of life. As a way of art marketing, a company provides diverse exhibitions, sponsors and education programs related to art in either a specific space of the company building or a separate place. It can be said that this example of art marketing is a kind of an image marketing and public welfare at the same time. This article presents the concept of culture marketing and current condition of company. s support for culture and arts. In addition, the article depicts the concept and classification of art marketing. Furthermore, through analysis of company exhibition space and programs, the article illustrates the features and typology of art galleries managed by companies.

• Journal of the Korean Society of Costume
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• v.59 no.7
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• pp.65-76
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• 2009

Korea has established a code for the economic and cultural industry that covers a wide range of classes unlike the old information era which was limited to the simple knowledge, technology, tools, morals, and customers that had been established in our society. On the other hand, 'culture marketing' is a series of marketing activities in which value-added items are created and shared. The combination of business management and culture seemed pretty awkward considering how rapidly the world was changing, however, the nature of today's culture has changed and the economic nature of culture products has resulted from those changes. In this paper, two authors who expressed the cultural identity in the culture products are studied through a comparison analysis; the author Min Yeongsoon expressed the identity confusion that she experienced in a foreign country and how she overcame homesickness in her work; and the author Kim Ata expressed his confidence in Asia and used his clear and loud voice to express the culture in his work. In addition, today's culture products are affected by the surrounding cultures such as the member's traditional society, environmental culture, and individual's culture. It is a good source for good works of art. In this study, the efforts of seeking the cultural identity, structuring the concept, seeking a new market and possibilities are used to make a consistent process in order to make a series of the systems required for planning and developing culture products.

• Korean journal of communication and information
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• v.21
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• pp.63-86
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• 2003

Digital TV is expected to usher in a new era of TV. Thanks to digital and network technologies, TV will no more be a dumb terminal as it is today. It will incorprate the computer and thus become an intelligent device which serves not only high quality broadcast programming, but a variety of information services much like the current networked-computer. However, the real world picture of digital TV is clearly different from such a rosy vision. Albeit too early to tell, the cases in Europe and the US attest that the digital transition suffers a setback in terms of technology, policy, business, marketing, and the users. As such, the digital transition is generally problematized in terms of policy, business model, marketing strategy, and so on. Comparatively speaking, the issues of technology, policy, business and marketing are not so complicated than that of digital TV users because of the cultural issues involved in the adoption of digital TV. In other words, the technological transition to digital TV is far easier than its cultural transition. The cultural transition demands policy makers and industries of different approaches to successfully facilitating the digital transition.

• Asia Marketing Journal
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• v.25 no.3
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• pp.126-147
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• 2023

This study investigates the effects of the fulfillment of self-motivation including self-development, self-therapy, and self-presentation on the outcomes such as subjective quality of life, omnivorous cultural engagement, and visitor loyalty via visitor satisfaction in art museums. The analyses on 285 valid survey responses demonstrated that fulfillment of self-development and self-therapy needs have significant positive influence on visitor satisfaction. The effect of fulfilling self-presentation need on visitor satisfaction was found to be moderated by attitude toward SNS posting, while the age factor, based on generations, did not show a significant moderation effect. It was also found that visitor satisfaction positively influences visitor loyalty, including intentions of revisit and recommendation. Increased satisfaction also enhances subjective QOL and omnivorous cultural engagement among art museum visitors, implying promising collaboration among cultural arts institutions. The findings have both theoretical and practical implications for enhancing visitor experiences and promoting diverse cultural engagement. Limitations and future research directions are also discussed.

• International Commerce and Information Review
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• v.19 no.1
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• pp.127-152
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• 2017

One of the biggest challenges in export activities of SME is the increasingly cultural diversity that requires especially export managers to adapt their doing business in many different kinds of cross-cultural situations effectively. A relative newly developed concept 'Cultural Intelligence' has been evaluated as a key element for the success in international business activities. This study aims to investigate empirically the role of Cultural Intelligence(CQ), one component of cultural competence, on export marketing adaptation. The statistical method used to test the hypotheses was Structural Equation Modeling using PLS. The results of this study are follows. The moderating role of Cultural Intelligence between information seeking and information using abilities is more stronger in marketing rather than relationship adaptation. Cultural Intelligence moderates between them. Critical factors affecting Cultural Intelligence are also discussed; foreign language fluency, business travels in abroad, characteristics of the business travels, multi-lingual ability, pre-education related cultural subjects, and visit experience in foreign countries. Especially, export managers' foreign language ability leads to much stronger influence on cultural intelligence. The result of the empirical study provides important implications for export SME and export supporting organizations. Export firms and supporting organizations must expand programs widely in multi cultural training and education to help managers gain a better understanding in a various export environment.

• Food Science and Biotechnology
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• v.16 no.6
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• pp.863-867
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• 2007

The potential impact of the methods of sensory science on consumer testing and marketing is reviewed. Areas such as predicting purchase behavior, new approaches to scaling, and cross cultural effects are discussed. An example of the complexity of sensory measurement used to obtain consumer and marketing information is highlighted, using the simple paired preference test as an example.

• Journal of the Korean association of regional geographers
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• v.11 no.1
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• pp.1-18
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• 2005

Since the emerging period in !be Greek era, geography bas been defined as an empirical science in which travel and field trip bas been regarded as its major method for acquiring geographical knowledge or discovering geographical facts on the earth surface. In the contemporary geography, however, this kind of empiricism has been reduced to logical positivism which pursues rigid geographical laws, while diverse implications for empiricism (especially, that implied in the mythic imagination) have been ignored. On the other hand, recently a lot of books on trip for exploring regional cultural environments from the local to the global level have been poured out from outside of geography, and place-marketing has gained some attraction as a new method or strategy for regional development This paper is to consider diverse methodological implications of experience through geographical exploration especially hath from the standpoint of empirical geography and of humanistic geography, and the look on methodologically importance and limitations of place-marketing for regional development In conclusions, it is emphasized that those methodologies should be put together for a genuine exploration of regional cultural environment, and that place-marketing should be understood as a movement for rediscovering regional identity.

• The Journal of the Korea Contents Association
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• v.10 no.6
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• pp.297-306
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• 2010

A city is the space which has a various historical experiment and memories. From these social and cultural environment, regional competitions through the introduction and settlement of a local self-government have been important in city marketing. For city development, a serial activation policies are come and in this process the native history and cultures have recognized as the core tool of cities. For possession of city competition, we have developed the cities' tangible and/or intangible cultural properties and make full use of a attractive asset. The city identity is established and the opportunity of a special space is made. This city identity has been dependent on spending time. We suggest the strategy for the historical and cultural city image through the historical element and the development of program for the promotion of publicity activities. The preservation and application of the modern architectures as the cultural and historical element promote the city image and build the position of city identity. We suggest the city marketing application strategy for the implication on the sustainable reproductive city.

• Journal of the Korean Society of Costume
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• v.59 no.5
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• pp.167-179
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• 2009

The purposes of this study were to explore the influence on fashion brand image and brand loyalty according to fit of the fashion brand with cultural art field, motivation in culture marketing of the apparel company, and involvement of the consumers in art activities. The subjects ware 274 male and female in 20s and 30s living in Seoul and Gyeonggi area. The study was obtained through the use of an experimental design which was $2{\times}[2{\times}2]$ mixed factorial design. The summary main results were as follows. First, as far as the effect of the three variables on the social contribution image of the fashion brand, the results of the 3-way interaction are positive. Second, as far as the effect of the three variables on the product image of the fashion brand, the data suggests that only the main-effect of motivation in culture marketing of the apparel company is meaningfully positive. Third, as far as the effect of the three variables on fashion brand loyalty, both fit of the fashion brand with cultural art field and involvement of the consumers in art activities variables show positive results.