• Journal of Distribution Science
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• v.12 no.4
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• pp.55-63
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• 2014

Purpose - Brands and products often play key roles in enabling consumers to experience a good attitude, resulting in mentally enacting a specific prototype and reliving the experience by retelling a specific story. Brand storytelling can function as an important tool for managing the brand. To successfully apply a firm's brand storytelling, it is important to prove the effectiveness of storytelling. Therefore, by utilizing the research of Escalas (1998) and Fog et al. (2005), a list of measurements for storytelling component quality (SCQ) was applied. In addition, customer attitudes toward brand storytelling were tested. In particular, if customers encounter a dynamic and interesting story, although the brand is not widely known, they can be in communion with the brand and establish an emotional connection (Hill, 2003). Thus, brand reputation was divided into two levels (high vs. low), and the difference in effectiveness between storytelling component quality and consumers' advertisement attitude, brand attitude, and purchasing intention was examined. Research design, data, and methodology - By using the measurement list used in Choi, Na, and Hwang (2013), 12 categories in the level of message quality, conflict quality, character quality, and plot quality were measured. In addition, categories of brand reputation, advertisement attitude, brand attitude, and purchasing intention were measured. The study was based on 181 final survey samples targeting undergraduate and graduate students in Gwangju Metropolitan City. Results - Consumer responses toward storytelling were researched in the context of brand characteristics or product attributes, such as brand reputation, differentiated from extant simple effects of storytelling. Some brands with high reputation enjoy a halo effect due to prior learning, while other brands with comparatively low reputation have trouble generating positive responses despite attempts to enhance the level of reputation or induce favorable attitudes. Although not all due to the component quality of storytelling, the case of brands with low reputation exerted more positive impact on consumer attitudes than did brands with high reputation. As mentioned earlier, consumer evaluation of the component quality of storytelling was categorized into advertising attitudes, brand attitudes, and purchase intention for this study; this provides managerial implications in other ways. The results imply that an effective application of storytelling could be an important emotional tool for the development of both brands with low brand awareness and of well-known brands. Finally, this study serves to increase consumers' understanding and ability in interpreting brand stories that marketers tell about themselves, as well as to highlight differential experiences with products by level of brand hierarchy. Conclusions - This research aimed to provide an objective guideline for storytelling component quality while considering brand awareness. Thus, brand reputation was considered for proving the baseline effectiveness of storytelling, and this study provided directions for strategic establishment of storytelling. Based on this, we conclude that in further studies, it will be necessary to systematically manage brand story by considering other situation variables and various story patterns, and studying their differences.

• Management & Information Systems Review
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• v.28 no.4
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• pp.109-129
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• 2009

This study aims at investigating the effectiveness of SME's R&D system empirically. Specifically, this study analyze the relationships among R&D inputs(R&D investment, R&D human resource management), process(R&D planning, external network, internal cooperation), and output(technological innovation). A questionnaire was developed to measure the above variables. To test these relations, data were collected from the small and medium-sized IT firms located in Daegu-Kyungbuk region. The survey data of 154 firms were integrated as the empirical base for testing the relations. Most respondents were from the managers. Structural equation modeling analyses were used to examine the relations. Major results are as follows: Firstly, R&D HRM was positively and significantly influenced on the R&D planning. Secondly, R&D planning was positively and significantly affected on the external network, internal cooperation, and technological innovation. Thirdly, the both relations between R&D investment and R&D planning, and external network and technological innovation were not significant statistically. These results suggest the following implications. First, R&D human resource management is very important for IT SMEs. Secondly, internal cooperation mediates R&D inputs and technological innovation by approaching the other department's unique resources and by sharing the cost of new resource development. Several future researches need to overcome the limitations of this research. First, this study's sample was based on the small and medium-sized IT firms just located in Daegu-Kyungbuk region. This limitation may imply that empirical results can not represent overall small and medium-sized firm's situations. Therefore, future research needs to include different samples. Secondly, this study depends on the latitudinal study.

• The Korean Journal of Financial Management
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• v.23 no.2
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• pp.143-170
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• 2006

We explore how stock returns and volatility have been impacted by securities market stimulating and controlling plans during the 1980-2004 period, using return analysis, event study, and BFL tests. First, we examine effectiveness of the stimulating plans for a depressed market and the controlling plans for an overheated market with respect to different firm sizes and industries as well as the whole market. KOSPI, large-sized, finance, and manufacturing company stock prices significantly rise following stimulating plans, implying that the plans are quite effective. Controlling plans also seem effective as stock prices stop rising and tend to decline following the plans. Second, we test whether securities market plans have any further impact with respect to fun sizes and industries in addition to the impact on the entire market. Only large-sized stocks show additional response to stimulating plans, while small-sized, electrical-electronic equipment, distribution, and manufacturing industries are further impacted by controlling plans. Third, the results of BFL tests show that volatility does not change around the announcement dates of stimulating and controlling plans. It appears that securities market plans have no impact on volatility. Only stock returns respond to the plans.

• KDI Journal of Economic Policy
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• v.35 no.1
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• pp.1-32
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• 2013

Economic sanctions and inducements are types of 'policy instruments' based on 'economic tools' to influence other international actors. Ongoing debates on sanctions and inducements have exposed drawbacks for relying on individual case studies. There are some studies in the literature that attempt theoretical analysis of sanctions and inducements, but they are mostly based on rational choice theory. In reality, however, there exist so many cases that cannot be explained by rational choice theory. These are called anomalies or exceptions. The literature introduces specific variables to interpret these anomalies and thus sacrifice the universality of the theory. From this point of view, prospect theory would present an effective tool to analyze economic sanctions and inducements. It is a behavioral economic theory that tries to model a decisions making process in reality. The theory says that people make decisions based on subjective value of losses and gains from an individual reference point, and that people evaluate these losses and gains using heuristics. Thus prospect theory could offer a different frame which has greater explanatory range without adding new variables. As a result of this study, target's losses of 'back down' towards economic sanctions loom larger when the reference point level increases, therefore, the effectiveness of sanctions decreases. However, target's losses of 'stand firm' towards economic inducements loom larger under the same condition of reference point, therefore, the effectiveness of inducements increases. The findings of the paper suggest meaningful implications to the economic policy towards North Korea.

• Journal of Communication Design
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• v.57
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• pp.44-53
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• 2016

Expected consumer's consumption propensity affected by advertisement using media facade and how this advertisement can affect consumer response and advertising effectiveness will be examined practically. This research showed TV advertisement and media facade advertisement to each participants of research in order to evaluate consumer response and effectiveness of media facade advertisement and took a survey. Research result, positive response was observed that consumer who were exposed of media facade advertisement showed more positive cognition/emotional response than TV advertisement. And effectiveness of media facade is more than standard. However, product attitude was not statistically positive. Therefore, it can be said that media facade advertisement does not affect positively on product attitude, but it is effective on purchase intention. Next, consumer who is exposed of media facade advertisement showed little low correlation on cognition response and product attitude, but showed positive correlation on cognition response, purchase intention, emotional response and product attitude. Accordingly, more positive consumer's cognition and emotional response is, the higher advertisement effect can be observed. Last, positive result were not presented in consumer's consumption propensity in regards to rational/emotional response. This means that it is invalid to state that consumer response differs for consumer propensity. Through result of experiment, a statement that media facade is a new media that has various possibility as advertisement mediator had been proved. Especially, as it shows that positive effect exists regardless of consumer's consumption propensity, use of media facade as marketing means is reasonable for firm in order to increase satisfaction of consumer and brand value.

• Information Systems Review
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• v.17 no.2
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• pp.29-48
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• 2015

This study proposes an integrated operational model of branches with customer center at stock brokerage firms and suggests ways to improve existing systems. This suggested integrated model of branches and customer centers can increase customer satisfaction and customer values for the specific services at each channel. This integrated model also enables customers to make transactions at a desired specific time, make it possible to inquire whatever the customer wished to ask, and select desired contact channels. In addition, the firms can bring in improved effectiveness of internal resources by integrating all the resources the firm has. Personal resources and system resources are distributed by the characteristics of channels that can be selected by the customers. Then agents also can provide more speedy and accurate responses to the engaged customer interactions matching to his/her job in charge. Also, the model makes it possible to collect the latest customer and transaction information at the moment of each interactions, by which the firm can provide customized services specifically tailed to each customers' preferences. However, systematic interactions between branches and customer center, and completed system should be equipped with in order to provide the highest quality services.

• Journal of Korea Technology Innovation Society
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• v.10 no.1
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• pp.1-21
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• 2007

Among numerous policy influencers' and researchers' advices and policy suggestions, there is little opposition to the proposition that technology is essential to the economic development. The role of technology has never been more emphasized than today in Korea as in any other countries. The effects of the government's innovation policy on corporate R&D activities and more broadly the economic welfare of a whole nation are widely recognized with intuitional and empirical evidence. That is, various R&D incentives reduce the marginal cost of a firm's R&D efforts, inducing as much increase of its R&D investment to result in a better chance to acquire target technology. This paper examines the impact of R&D incentives on the technological outcomes by analyzing individual firms' investment behaviors subject to the government's R&D incentive policies. An econometric model of technological outcomes is estimated on a project level with cross-sectional data. "Probit model" is employed for estimations. Special attention was given to the effectiveness of R&D programs by estimating policy impact by types of investment. The data were collected from 928 different R&D projects completed between 1987 and 1993. With the single equation approach, we were able to find that the structure of investment is a far more significant factor in technological outcomes than the total amount of investment. The analysis also shows that the two types of firms' matching investment, in-kind and cash, do not bear a complementary, but a substitutive relations to each other. It also reconfirms the proposition that R&D incentives increase firm's financial investment. Despite many supportive studies emphasizing the cooperation between innovation performers, it is also found that the larger the number of institutions involved in a project, the less likely it leads to a technological success, And meeting the proposed deadlines without postponing is estimated to be a good barometer to predict the outcome of an R&D project. Also the probabilities of success for major variables are represented for policy implications, after calculating marginal effects.

• Asia pacific journal of information systems
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• v.22 no.1
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• pp.53-77
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• 2012

Financial firms, especially large scaled firms such as KB bank, NH bank, Samsung Card, Hana SK Card, Hyundai Capital, Shinhan Card, etc. should be securely dealing with the personal financial information. Indeed, people have tended to believe that those big financial companies are relatively safer in terms of information security than typical small and medium sized firms in other industries. However, the recent incidents of personal information privacy invasion showed that this may not be true. Financial firms have increased the investment of information protection and security, and they are trying to prevent the information privacy invasion accidents by doing all the necessary efforts. This paper studies how effectively a financial firm will be able to avoid personal financial information privacy invasion that may be deliberately caused by internal staffs. Although there are several literatures relating to information security, to our knowledge, this is the first study to focus on the behavior of internal staffs. The big financial firms are doing variety of information security activities to protect personal information. This study is to confirm what types of such activities actually work well. The primary research model of this paper is based on Theory of Planned Behavior (TPB) that describes the rational choice of human behavior. Also, a variety of activities to protect the personal information of financial firms, especially credit card companies with the most customer information, were modeled by the four-step process Security Action Cycle (SAC) that Straub and Welke (1998) claimed. Through this proposed conceptual research model, we study whether information security activities of each step could suppress personal information abuse. Also, by measuring the morality of internal staffs, we checked whether the act of information privacy invasion caused by internal staff is in fact a serious criminal behavior or just a kind of unethical behavior. In addition, we also checked whether there was the cognition difference of the moral level between internal staffs and the customers. Research subjects were customer call center operators in one of the big credit card company. We have used multiple regression analysis. Our results showed that the punishment of the remedy activities, among the firm's information security activities, had the most obvious effects of preventing the information abuse (or privacy invasion) by internal staff. Somewhat effective tools were the prevention activities that limited the physical accessibility of non-authorities to the system of customers' personal information database. Some examples of the prevention activities are to make the procedure of access rights complex and to enhance security instrument. We also found that 'the unnecessary information searches out of work' as the behavior of information abuse occurred frequently by internal staffs. They perceived these behaviors somewhat minor criminal or just unethical action rather than a serious criminal behavior. Also, there existed the big cognition difference of the moral level between internal staffs and the public (customers). Based on the findings of our research, we should expect that this paper help practically to prevent privacy invasion and to protect personal information properly by raising the effectiveness of information security activities of finance firms. Also, we expect that our suggestions can be utilized to effectively improve personnel management and to cope with internal security threats in the overall information security management system.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.14 no.2
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• pp.31-46
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• 2019

As the importance of venture firms has increased as a new growth engine, the South Korea government makes various efforts to establish healthy ecosystems for ventures and start-ups. Especially in order to foster the competitiveness of venture firms, various support policies such as financial and R&D expenses are being expanded and promoted. In this study, the author analyzed the impact of government funding on venture firms' internal competencies and management performance by using the resource-based theory. Moreover, this study tested the moderation effect of firm's growth stages. Unlike previous studies, this study focused on qualitative rather than quantitative aspects of internal competencies and the financial and non-financial performance are used to measure the management performance of the ventures to examine the effects of government funding for venture firms in more details. For the purpose of verifying the hypothesis of this research, "The Research On The Precision Status Of Venture Firms" in 2017 from the Ministry of Small and Medium Business was utilized, which has been compiled since 1999. According to the results of this study, the government funding experience did not significantly affect the company's internal competencies and financial performance, but had a significant impact on the non-financial performance, which in turn seemed to have a significant effect on the financial performance. In addition, it was found that the technology, price, design, and quality competencies affected non-financial performance, while the organizational management and marketing competencies did not. However, the price, design, organizational management, and marketing competencies affected financial performance, while the technology competency was not. Finally, there were no differences in the effectiveness of government funding, depending on the growth stages.

• Journal of Digital Convergence
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• v.11 no.2
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• pp.91-99
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• 2013

The purpose of this study is to examine the value relevance of SCM using a regression model and we analyze the differences in the impact of industry type on corporate value. First, SCM key performance variables(asset utilization, cash flow, corporate growth, profitability) increases, the corporate value increase. Second, Asset utilization, cash flow, corporate growth in the high-tech industry showed a significant impact on the corporate value and corporate growth and profitability have an impact on the firm value in the non high-tech industry. This study are expected to be able to provide policy implications in the development of government policy to enable support for win-win cooperation, and ensuring the justification demonstrated by analyzing the impact of SCM enterprise value of the companies that want to maximize the effectiveness of SCM introduced.