• Title/Summary/Keyword: IT 브랜드

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A Study on Campaign Strategy of Brand Revitalization in Maturity Stage -focused on BEKSUL- (성숙기 브랜드 재활성화를 위한 캠페인전략 연구 -백설 브랜드를 중심으로-)

  • Ahn, Hye-Shin
    • Journal of the Korea Academia-Industrial cooperation Society
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    • v.13 no.4
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    • pp.1518-1524
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    • 2012
  • A Brand is supposed to age as it goes by, following a brand life cycle, as it is not a solid, immutable asset but something of a living creature. Therefore, self-renovation and revitalization efforts are needed, in order to incessantly confirm the self existence through the relationship with the consumer. In 2009 and 2011, 'Beksul', brand in maturity stage tried to revitalize Brand and the brand image two-times. For this study, brand logo and TV commercials of Beksul for revitalization were gathered via TVCF.com and their creative strategy were studied. This study could find that the creative strategy of brand in maturity stage is based on its brand essence and focused on reinforcing brand royalty.

The Role of Brand Personification in Building Consumer-Brand Relationship (소비자-브랜드 관계형성에 있어 브랜드의인화의 역할)

  • Kim, Moontae
    • Management & Information Systems Review
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    • v.33 no.4
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    • pp.77-97
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    • 2014
  • The concept that human and brand can related to each other is referred to as 'brand relationship' or 'consumer-brand relationship'. By arguing that the concept of brand relationship is a readily understandable analogue, it appears that relationship thinking in the context of consumers and brands sometimes is taken for granted without thoroughly discussing its applicability. This study tried to investigated the role of brand personification in building consumer-brand relationship. In order to explain the consumer-brand relationship as a kind of partner relationship among human beings, we need to define brand as human not inanimate object. Research findings show that personification is not a important factor that affects consumer-brand relationship. And this study shows brand experience is much more important factor than brand personification in building consumer-brand relationship. In the past researches, brand personality and brand congruity were major variables that effect consumer-brand relationship, but they did not mean consumers think their brands as human whenever they contact them. As a result, this study conclude that the frequency of personification is not that high compared to past studies suggested before, even if it is possible to find partial characteristics of human from brands.

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A Study on the Relationship among Jecheon City Brand Equity, City Reputation and Travel Intention : Focusing on University Students (제천시 도시브랜드 자산과 도시평판, 관광의도와의 관계 연구 -대학생을 중심으로-)

  • Moon, Hyo-Jin
    • The Journal of the Korea Contents Association
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    • v.19 no.3
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    • pp.548-556
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    • 2019
  • Effective city brand management provides a variety benefits to the city. The city with brand equity can motivate their customers to visit the city regularly, and it can also affect their recommendation as an attractive tourist destination. This study aims to explore the concept of city brand equity and city reputation as a way to attract domestic and foreign tourists at a time when local governments are interested in and working to strengthen them. Research has shown that the city brand equity can have a positive impact on improving the city's reputation, and that the city brand equity can have a positive impact on travel intention as well. Furthermore, in relation to the city brand assets, the city reputation, and travel intention, it has been confirmed that the city brand equity has a direct effect on the travel intentions and that the city brand equity has an indirect effect on travel intention through the medium of the city reputation. It can be seen that cities should strive to manage the first and second city brand as a way to attract tourists.

A Study on the Message Framing Types of Sustainable Marketing Campaigns of Luxury Impacting Perceived Consumer Effectiveness and Brand Trust (럭셔리 패션 브랜드의 지속가능 마케팅에서 메시지 프레이밍 유형이 지각된 소비자 효과성과 브랜드 신뢰에 미치는 영향 연구)

  • Min-Jung Kim;Eun-Jung Lee
    • The Journal of the Convergence on Culture Technology
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    • v.10 no.1
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    • pp.245-252
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    • 2024
  • This study sought to identify the interactive relationship between the individual cognitive characteristics of perceived consumer effectiveness and the impact of the message framing type of a fashion brand's sustainable marketing on consumers' brand trust. As a result of the study, it was confirmed that the fashion brand's message framing type increased consumers' perceived consumer effectiveness, and that the recipient's perceived consumer effectiveness each influenced the formation of consumers' trust in the brand. It was confirmed that the fashion brand's message frame directly had a positive effect in forming consumers' brand trust.

Influence of Brand Origin Related Perception on Brand Performance Variables (브랜드 원산지에 대한 인식이 브랜드 성과관련 변수에 미치는 영향)

  • Kim, Kee-Hun;Kim, Moon-Tae
    • Management & Information Systems Review
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    • v.37 no.4
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    • pp.219-236
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    • 2018
  • The purpose of this study is to investigate the effect of image of brand origin on brand related variables in the formation of attitude or loyalty of global brand, We tried to identify more influential relationships through sub-variables such as brand familiarity, brand identification, and brand attitude. This study presents the following results and implications. It is shown that the manufacturing ability image has no direct effect on brand identification, but the general image has a direct positive effect on brand identification. In addition, the manufacturing capability image and general image of brand origin have indirect effects on brand familiarity through brand identification without directly affecting brand familiarity. In addition, consumers are more likely to be more familiar with brands that they think are consistent with their own images, maintain a good attitude, and be more likely to be loyal to brands. Brand familiarity had a positive effect on brand attitude but not on brand loyalty. Familiarity showed a positive attitude, but it did not necessarily lead to strong repeat purchase or purchase.

The Effect of the Whole Experience of Online Brand on the Consumer-Brand Relationship, Brand Attachment and Brand Commitment : With the Users of Naver Brand Cafe (온라인 브랜드의 총체적 체험이 소비자-브랜드 관계 및 브랜드 애착, 브랜드 몰입에 미치는 영향 - 네이버 브랜드 카페 사용자들을 중심으로 -)

  • Han, Kwang-Seok
    • Management & Information Systems Review
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    • v.30 no.1
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    • pp.159-185
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    • 2011
  • We can divide brand experience in the brand community of online blog into the following five types: sensuous experience, emotional experience, cognitive experience, behavioral experience, and relational experience. And this study is aimed at looking into what differences are among the effects those five have on the consumer-brand relationship. Also we wanted to analyse empirically what structural relations this consumer-brand relationship through the whole experience has with brand attachment and brand commitment. The outcome shows that emotional experience, cognitive experience and relational experience affect the consumer-brand relationship but sensuous experience and behavioral experience. And our analysis of what structural relations the consumer-brand relationship through brand experience has with brand attachment and brand commitment revealed that the consumer-brand relationship through brand experience has a direct effect on brand attachment but it doesn't have on brand commitment. Brand commitment was confirmed to be affected only through brand attachment. Finally, this is in agreement with the result of the precedent study that brand commitment is an effect variable of brand attachment.

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The Linkage between Brand Identity and Brand Image (브랜드 아이덴티티와 브랜드 이미지 관련성 연구 : 특정 제품군 내 브랜드 포지셔닝을 중심으로)

  • Park, Pum-Soon
    • Cartoon and Animation Studies
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    • s.18
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    • pp.89-101
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    • 2010
  • This paper examined the effect of long-term ad campaign for building of brand identity and the relationship between brand identity as a viewpoint of a company and brand image in a viewpoint of consumers. As a result, it was revealed that advertising played an important role to make brand identity. In specific, a long-term ad campaign with a consistent concept and message was more effective for consumers to imbue clear and differential brand traits. In addition, it is discovered that the consistency and durability of advertising message for the advertised brand are contributed to consumers' positive attitude toward the brand. This result was revealed from the comparison of print advertisements for two brands-'Chamisul fresh' and 'Chumchurum', which are alcoholic brands on an intense competition in the same soju market in Korea. While Chumchurum has been consistently focused on one core trait for the brand, Chamisul fresh has been concentrated on multiple brand traits in the advertising campaign for four years since the brand had been launched.

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The Effect of Hotel Brand Experience on Brand Trust, Brand Attachment and Brand Commitment (호텔브랜드 체험이 브랜드신뢰, 브랜드애착과 브랜드몰입에 미치는 영향)

  • Wu, Shi-Yuan;Lee, Ki-Youk
    • The Journal of the Korea Contents Association
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    • v.16 no.12
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    • pp.410-421
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    • 2016
  • The purposes of this study were to investigate the effect of experience in hotel on brand trust, brand attachment and brand commitment. It aims to contribute hotel brand marketing from analyzing and showing how brand experience factors affect brand equity factors. The findings and implications can be summarized as follows: the factor Sense Experience, Feel Experience, Act Experience and Think Experience of Brand Experience caused the positive impact on brand trust and brand attachment. Second, brand trust has a significant impact on brand attachment. Third, brand trust and brand attachment both caused a positive impact on brand commitment. Thus, the hotel managers need to establish a ongoing brand experiential marketing strategy which can improve brand commitment of hotel and ways to be recognized as motivational factors for offered services and products which customer can perceive and experience.

The Influence of Brand Image and Purchase Attitude on IT New Product (IT 신제품의 브랜드이미지와 구입태도에 대한 연구)

  • Ryu, Jung-min;Seo, Yong-mo
    • Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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    • 2015.10a
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    • pp.737-739
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    • 2015
  • The purpose of this study is to investigate the effect of brand image and purchase attitude on IT new and high tech product(and service). These results of the research model provide that the relationship between brand image and purchase attitude on IT new product. This study provide that the brand image is a tool for the firm's competitive power. The firms strengthen the brand image for a successful market entry.

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The Structural Relationships of The Promotion Mix, Brand Equity and Purchase Intention -Focused on the Automobile Products- (촉진 믹스, 브랜드자산 및 구매의도의 구조 관계 -자동차제품을 중심으로-)

  • Cho, Joong-Il;Ha, Kyu-Soo
    • The Journal of the Korea Contents Association
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    • v.11 no.9
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    • pp.275-292
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    • 2011
  • In this research, we executed a questionnaire survey targeting men and women in 20' or more who reside in the metropolitan area and have experienced purchasing the vehicles in order to study how Promotion Mix Activity affects Brand equity, and ultimately what kind of relation it has with Purchase intention. In the statistical process of collected data, we analyzed the data by using SPSS 12.0 for Windows statistical package and AMOS 7.0 program. As the result of analysis, first, when we analyzed the relation of the Promotion Mix Activity and Brand Equity of the companies, the more affirmative the assessment on the advertising activities of the companies was, the higher the brand popularity, royalty and image increased, And it appeared that as the assessment on PR activities of the companies got more affirmative, the brand popularity, image and royalty increased. Second, as the result of the analysis of the relation between salespersons' Promotion Activities and Brand assets, it appeared that salespersons' social capacity improved Brand awareness and royalty and their strategic capacity improved Brand awareness, royalty and image. Third, seeing the result of the analysis on the relation between Brand equity and Purchase intention, it was shown that Brand popularity had a meaningful positive(+) effect upon satisfaction and repurchase(oral) intention, and Brand royalty had a meaningful positive(+) effect upon satisfaction and repurchase(oral) intention. In addition, it appeared that Brand image had a meaningful positive(+) effect upon satisfaction and repurchase(oral) intention, and finally it could be known that Brand assets had a close correlation with Purchase intention.