• 한국프랜차이즈경영연구
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• 제2권1호
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• pp.134-151
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• 2011

기업은 예측 불가능한 변화에 대하여 신개념의 접근 방법을 준비하여야만 하는 시대에 살게 되었고, 다양한 시장 환경의 변화로부터 도전을 받고 있다. 기업들은 자사의 역량을 핵심 분야에 집중시키고 나머지 부분들은 제휴를 통해 기업비용의 절감을 실현시키는 방법에 관심을 기울이고 있다. 호텔의 식음료 상품역시 상품과 서비스에 대한 고객의 기대가 증대되고 있는 가운데 식음료 업장의 운영자들은 고객 가치 증진을 위해 가격의 하향 책정과 품질 향상이라는 양자택일의 상황에 놓여 있다. 그러나 대다수 의 호텔들은 대기업에서 운영되고 있기 때문에 이미지 유지를 위해 을 가격의 하향 책정을 택하여 손실을 감수하고 있는 현실에서 국내 호텔 운영자들에게 '브랜드 제휴'가 브랜드 이미지를 향상시키고 매출을 증진시키는 하나의 해결책으로 제시될 수 있을 것이다. 이에 따라 국내 중가 호텔 경영자들에게 브랜드 제휴 결정 요인을 제시하여 보다 효율적으로 브랜드 제휴를 수행 할 수 있는 방안을 제시하였다.

• 한국조리학회지
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• 제18권1호
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• pp.120-140
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• 2012

본 연구에서는 패밀리레스토랑의 브랜드개성과 고객의 자아이미지를 규명하고 브랜드개성과 자아이미지의 일치성이 브랜드동일시와 브랜드 충성도에 미치는 영향을 규명하였다. 연구 결과, 패밀리레스토랑의 브랜드개성과 고객의 자아이미지가 일치할수록, 브랜드동일시도 증가하는 것으로 나타났으며, 패밀리레스토랑의 브랜드동일시는 브랜드충성도에 긍정적인 영향을 미치는 것으로 조사되었다. 이는, 고객이 자신이 추구하는 자아상과 잘 부합되는 브랜드에 호의적이며, 이들 브랜드에 대해 지속적인 구매행동을 보이는데, 이는 동일시하는 브랜드와의 지속적인 관계 유지를 통해서 사회 속에 자신을 표현하고 자아를 유지하거나 강화시키고자 하기 때문인 것으로 판단된다.

• 복식
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• 제65권8호
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• pp.22-34
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• 2015

This study was intended to investigate the influences of consumer's self-monitoring, pioneer brand awareness, types of endorsers on quality perception of "me-too" brands with a focus on outdoor brands. The design of this research was comprised of 2 types of self-monitoring(high vs. low), 2 types of pioneer brand awareness(high vs. low), 2 types of endorsers(professional expert vs. typical consumer). The study was carried out by using samples from residents of Seoul and Gyeonggi area. The number of subjects used in the final analysis totaled 243, with age of the consumers ranging grom 20's to 50's. The results of this study were as follows. Self-monitoring, pioneer brand awareness and types of endorsers had shown a statistically significant correlation effect on the quality perception of me-too brands. Especially, in the high-level self-monitoring group, the effect of pioneer brand awareness on quality perception of me-too brand was significant when typical consumer model was given. The result presents that using a professional expert model in the market rather than a typical consumer model can offset the quality perception of pioneer brand with low awareness.

• 한국의류산업학회지
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• 제11권4호
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• pp.556-565
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• 2009

This study investigates the effect of Alpha-numeric brand name on the product suitability, brand personality, and attitude. To do that we have chosen the functional sportswear, knowing the fact that the Alpha-numeric brand names are not hard to find in this industry. The changes have been made to Alpha-numeric names, such as the usage/non-usage of number, the size of number being used, the writing method, and the different typeface to suit for the study purpose. The results indicate that the Alpha-numeric brand names do have the effect on increasing the fitness for the product's brand. The bigger number and the cursive script will improve the product's suitability. The customers form positive attitude and favorability on the Alpha-numeric brand name compared to the regular brand name in this industry. The contribution of the study is to dig out the distinction of the communicational effects on the customers when the Alpha-numeric brand names take on the different forms. Therefore the current study enlights the practical value of Alpha-numeric brand name as part of the branding strategy.

• 한국멀티미디어학회논문지
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• 제24권1호
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• pp.146-154
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• 2021

Conspicuous consumption is often investigated in Korea and consumers purchase a product to publicly display economic power or social status. The existing studies argue that brand loyalty and luxury brand preferences escalate conspicuous consumption, and it is important to identify different visual perception to understand irrational consumers' behavior. Car emblem as brands' visual identity represents the brand's image, mission and message. Irrational consumers thus are expected have different visual perception to the emblem or logo. To understand the impact of irrational consumer behavior on visual perception, this study explored how brand loyalty and luxury brand preferences impact on the visual perception of car emblems between Korean domestic brand and imported brand. This study used eye tracking technology to measure the respondents' attention on an emblem of the cars. Eye tracking tools analyze fixations and measure the attention on a specific area of interests (AOI). This study explored the maintaining time and frequency on AOI, as well as explored the size of pupil to identify the respondents' attention on the AOI. In this experiment, the logos of domestic cars (i.e., Hyundai and Kia) and foreign cars (i.e., Mercedes-Benz and BMW) were swapped to see how irrational consumer behavior impact on visual perception of car emblem.

• 한국의류학회지
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• 제36권8호
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• pp.837-848
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• 2012

This study examines how the overseas residence experience of Korean consumers influences the relationship of global fashion brand knowledge and brand choice confidence. We contrast two kinds of consumer brand knowledge, using the concepts of Alba and Hutchinson's expertise and familiarity. Considering the effect of positive affect on intuitive information processing, the present study investigated the role of positive affect in consumer brand knowledge and brand choice confidence link. The proposed model was tested with structural-equation analysis. The results show that expertise and familiarity effect the positive affect. Positive affect, in turn, influences brand choice confidence. The results indicate that the processes underlying global fashion brand knowledge and brand choice confidence link are different between the consumers with overseas residence experience for more than a year and the consumers without it. The route from expertise to positive affect has a significant impact on the consumers with overseas residence experience but not on the consumers without it; however, the route from familiarity to positive affect and the path from positive affect to brand choice confidence have a greater impact on the consumers without overseas residence experience than the consumers with it. We find that the consumers with overseas residence experience favor expertise in the process underlying global fashion brand knowledge and brand choice confidence link, whereas the consumers without it favor familiarity and affect based thought.

• 유통과학연구
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• 제18권6호
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• pp.15-24
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• 2020

Purpose: The ultimate purpose of this research is to analyze the influence of direct service experience on brand equity components and continuance intention by focusing on cultural marketing at airport, as a huge market place. Design/methodology: This study examines how the cultural contact experience of an airport's cultural marketing activities affect the brand equity components, as well as how these factors affect the continuance intention. A questionnaire survey is conducted for airport users and a total of 313 copies of the questionnaire are analyzed using a structural equation. Results: The results demonstrate that cultural contact service has a positive effect on brand awareness, brand meaning, and perceived value, and all factors of brand equity components have a positive effect on continuance intention. In addition, MTE also has a significant effect on continuance intention. Conclusions/implications: The purpose of this study was to investigate the relationship between the cultural contact and brand attachment of tourists experiencing airport cultural marketing services on the composition factors of airport brand equity. The results of this study can be used not only as basic data to help establish a cultural marketing strategy at an airport, but also as to aid establishing and implementing a long-term marketing strategy for the sustainable growth of an airport.

• 한국콘텐츠학회논문지
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• 제20권12호
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• pp.519-528
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• 2020

본 연구는 미용업체에 대한 브랜드 신뢰가 소비자 충성행동으로 이어지는 관계에 관한 연구로 브랜드신뢰의 중요성을 알아보고 브랜드 인지정도의 조절효과를 검증하였다. 설문대상은 헤어미용서비스 이용경험이 있는 소비자이며, 2019년 12월 15일부터 2019년 12월 30일까지 자기기입식 설문을 진행하였다. 총 288부의 응답데이터가 분석에 사용되었으며, SPSS 21.0 통계패키지프로그램을 활용하였다. 헤어숍 브랜드 신뢰는 전문성, 호의성, 정직성으로 구분하였으며, 분석결과 전문성은 경제적 충성행동에 유의한 영향을 미치고, 정직성은 경제적 충성행동과 사회적 충성행동에 유의한 영향관계를 보였다. 호의성은 영향관계가 나타나지 않았다. 브랜드 인지정도의 조절효과를 검증해 본 결과 전문성과 정직성은 사회적 충성행동 간의 영향관계에서 조절작용을 하는 것으로 나타났다. 본 연구는 빠르게 변화하는 경쟁 환경 속에서 헤어숍의 브랜드 신뢰와 고객의 관계를 안정적으로 구축하기 위한 효과적인 방향을 제시하고자 한다.

• 한국경영과학회지
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• 제36권3호
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• pp.1-26
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• 2011

As brand is increasingly important as a competitive source and information and communication technology based on Internet is rapidly advanced, many companies have paid attention to online brand community that is expected to help strengthen the customer's awareness on their products and services. This study suggests four factors-interaction, purpose, playfulness, reward-that facilitate online brand community commitment, and examines the effect of online brand community commitment on brand loyalty from the perspective of social identity theory. For this purpose, 243 sample data were collected from three online brand community sites and the proposed research model was empirically tested using LISREL 8.7 based on structural equation model. In conclusion, this study proposed theoretical and practical implications along with its limitations and future studies.

• 대한가정학회지
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• 제37권5호
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• pp.85-100
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• 1999

The purpose of this study was to investigate the effect of brand name on perception of quality by social status variables [socio-economic status(s.e.s.), social mobility, and status inconsistencyl. Perception of quality of 2 clothing items was investigated in relation to brand name. The subjects were 606 homemakers, 30-40 years of age, living in Seoul. The influence of brand name on perception of quality was measured by 2 stimuli each out of 4 samples. The data was analyzed by ANOVA, Discriminant Analysis and t-test. Results showed that 1) the effect of influence of brand name on perception of quality was most evident in the upper S.E.S. class. 2) status inconsistency had no bearing on effect of influence of brand name of quality. 3) the upwardly mobile group evaluated the quality of clothing in terms of brand name.