• Title/Summary/Keyword: IT 브랜드

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The Different Influence of the Types of Perceived Brand Image on the Brand Preference and Behavioral Intentions (지각된 브랜드 이미지 유형이 브랜드 선호도 및 행동의도에 미치는 영향력 차이에 관한 연구 -박카스 '나를 아끼자' 광고캠페인을 중심으로-)

  • Kim, Shinyoup;Kwon, Seungkyung
    • The Journal of the Korea Contents Association
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    • v.17 no.10
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    • pp.548-558
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    • 2017
  • The purpose of this study is to investigate how the types of perceived brand image related to the main concept building brand equity affect 'brand preference' and 'behavioral intentions'. The perceived brand image is set as the brand image type perceived by the consumer from the image pursued by the corporate brand, while in addition to brand preference, behavioral intentions are set as purchase intention and recommendation intention for the result variables. The result shows that the types of perceived brand image were extracted as 'factor 1(challenge spirit)' and factor 2(reliability) and through the cluster analysis 3 groups under each type were identified. Also, a significant difference between the influence of each type of perceived brand image on 'brand preference', 'purchase intention' and 'recommend intention' was indicated. In addition, the differences of perceived brand image types were found to be higher in order of 'challenge spirit type', 'reliability type', 'integrated type'. The empirical implementation of this study lies in the fact that it classifies the concept of brand image not as a broad theoretical model, but as a model directly related to real consumer perception, and that it gives practical suggestion for brand image management related to advertising.

Structural Analysis to In-store Experience Characteristics, Perceived Risks, Brand Attitude and Purchase Intention (IT기업 체험매장의 효과: 지각된 위험, 브랜드 태도 및 구매의도에 미치는 영향)

  • Han, Kye-Sook
    • Journal of Distribution Research
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    • v.12 no.2
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    • pp.1-22
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    • 2007
  • The primary purpose of this research is to develop and test a model that explains the process of how In-store experiences (physical environmental quality, personal interaction, product experience) through perceived risks and brand attitude influence purchase intention. Perceived risks and brand attitude are proposed as mediators that make a significant impact on purchase intention. Through structural equation modeling using 235 consumers who visited the experience store in IT Industry, we find that In-store experiences influence perceived risks, brand attitude and then enhance purchase intention. Thus, IT companies should make every effort to create In-store value for visited consumers. Based on these results, managerial implications for experience store operation and marketing strategy are discussed. Finally, limitation for this research and further research issues are suggested.

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A Study on Brand Image Analysis of Gaming Business Corporation using KoBERT and Twitter Data

  • Kim, Hyunji
    • Journal of Korea Game Society
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    • v.21 no.6
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    • pp.75-86
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    • 2021
  • Brand image refers to how customers, stakeholders and the market see and recognize the brand. A positive brand image leads to continuous purchases, but a negative brand image is directly linked to consumers' buying behavior, such as stopping purchases, so from the corporate perspective, it needs to be quickly and accurately identified. Currently, methods of investigating brand images include surveys and SNS surveys, which have limited number of samples and are time-consuming and costly. Therefore, in this study, we are going to conduct an emotional analysis of text data on social media by utilizing the machine learning based KoBERT model, and then suggest how to use it for game corporate brand image analysis and verify its performance. The result has proved some degree of usability showing the same ranking within five brands when compared with the BRI Korea's brand reputation ranking.

Research about the Influence of Color Communication on Brand Images - based on Industrial Logos (컬러커뮤니케이션이 브랜드 이미지에 미치는 영향에 대한 연구 - 기업 로고를 중심으로)

  • Rhie, Jinny
    • The Journal of the Korea Contents Association
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    • v.12 no.5
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    • pp.154-162
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    • 2012
  • We can expect an effective color marketing to build up a positive industrial image as it is easy for consumer to approach due to the ability of colors to affect human consciousness and sub-consciousness more than any other factor. The purpose of this research is to draw attention to the importance of color communication and to find strategies to elevate the brand image by surveying the degree of influence color communication has when forming a brand image. In order to conduct effective research, we executed theoretical and collaborative analysis through research materials and documents. If you take a look at the outcome of this research, brands that brings credibility and likability to its customers are not brands that uses color communication, but brands that utilize marketing strategies that build up credibility for quite some time. Also, preference over colors are distinctive. It turned out to be that the color of a brand logo that one likes has very little to do with one's favorite color. When people choose a brand, they are choosing the brand not because of the color of the brand logo, but its credibility and likability that the brand offers. It proves that the color of the brand logo has nothing to do with the colors that people prefer. The relationship between the color that consumers prefer and the image and emotional color that forms brand image is negligible. However, since research shows that there was a relationship between the color you prefer and the emotional color that forms brand images, it seems to be important to figure out what color customers prefer rather than the color that shows customers' self image. Unlike existing color communication research, through this research, we would like to know how to utilize the color communication strategically in the forming of brand images and take a look at the relationship between customers' preferences and the image of each brand logo's emotional color.

The Effect of CSR Motivation of K-Beauty Brands on CSR Authenticity and Brand Trust -Focusing on Comparison of Korean and Chinese Consumers- (K-뷰티 브랜드의 CSR동기가 CSR 진정성과 브랜드 신뢰에 미치는 영향 -한·중 소비자 비교를 중심으로-)

  • Sun-Joo Lee;Yun-Hee Jeong
    • Journal of the Korean Applied Science and Technology
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    • v.40 no.2
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    • pp.210-222
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    • 2023
  • This study conducted a comparative study using Korean and Chinese consumer data to confirm the impact of K-beauty brand's CSR motivation on CSR authenticity and brand trust, and the effect of CSR authenticity and brand trust on brand support. Of the collected data, 392 copies were used for verification and analyzed using a two-step approach and maximum likelihood measure. As a result of the study, it was found that value-driven, stakeholder-driven, and strategic motivations, excluding egoistic motivations, had a positive effect on CSR authenticity and brand trust. In addition, CSR authenticity had a positive effect on brand trust, which was found to support the brand. As a result of comparing Korean and Chinese consumers, it was found that CSR motives in both countries affect authenticity and brand trust, but Chinese consumers showed higher results in more areas than Korean consumers. These results show that K-beauty brands in order to expand the Chinese market, it has implications that it is necessary to understand Chinese consumers and strengthen the CSR motivation strategy they pursue.

Effect of Brand Personality, Brand-Self-image Congruence and Brand Affect on SNS Brand Recommendation (SNS 브랜드개성, 자아동일시, 브랜드감정이 SNS 추천의향에 미치는 영향)

  • Ha, Ju-Yong;Han, Youngju
    • The Journal of the Korea Contents Association
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    • v.15 no.7
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    • pp.389-402
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    • 2015
  • Due to tough competition among social network services, technological specification alone could not be an adoption factor by the users. Instead, emotional factors such as a brand image and feeling towards an SNS brand became important factors in service differentiation. This study examined Korean young users perception of brand personalities of three social network services, Facebook, Kakao Story, and Band. It also analyzed the influence of the perception of brand personality, brand-self-image congruence, and brand affect on brand recommendation to others. The authors conducted a survey of Korean college students. The results indicate that SNS users perceived three SNS's brand personalities differently, and the positive perception of an SNS service has a positive effect on brand recommendation. Brand personality, brand-self-image congruence, and brand affect combined determine brand recommendation. When the brand personality variable is statistically controlled, brand affect has strong effect on brand recommendation.

Analysis of Application of Public Design Policy of Education Local Government Brand Slogan (교육지방행정기관 브랜드디자인정책 특성 분석)

  • Choi, Hyeong-Suk;Lee, Yong-Hwan
    • The Journal of Sustainable Design and Educational Environment Research
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    • v.16 no.3
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    • pp.18-26
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    • 2017
  • In order to realize the empathy of the local education community, the education local government should establish the brand design properly in accordance with the enterprise and the large-scale administrative agency and actively use it in the public design strategy and publicity strategy. And the identity and role of education local government that are differentiated from each other can be well communicated and help to achieve the vision. However, the development and utilization of brand design in the provincial education local government is sluggish. In this context, research on urban brand has been carried out variously, but there is no comprehensive analysis on change of education local government brand. The purpose of this research is to analyze the current characteristics of brand design in education local government in order to enhance the image of education direction and to enhance the brand value of education local government.

Effects of Clothing Involvement on Brand Attachment and Brand Loyalty -With Special Reference to Chinese College Students in Busan- (의복관여도 요인이 브랜드 애착과 브랜드 충성도에 미치는 영향 -부산지역의 대학교에 재학 중인 중국 유학생을 중심으로-)

  • Chen, Chang; Lee, Young-Sook
    • The Journal of the Korea Contents Association
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    • v.10 no.5
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    • pp.173-184
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    • 2010
  • The living standards of Chinese people are gradually rising, which has led more Chinese students to come to Korea for their academic career. In this respect, it seems significant to find out how clothing involvement affects brand attachment and brand loyalty of Chinese college students in Busan. In this study, we attempt to identify factors of clothing involvement that influence Chinese students' turn of mind towards brand attachment and brand loyalty. The results of our analysis are as follows: 1. Five factors of clothing involvement have been derived: fashion trend, favorable impression, planning, indifference and choice. For brand attachment, three factors of brand show-off, brand gravity and brand pride have been derived. 2. Factors of clothing involvement have positive effects on factors of brand attachment, and brand attachment also have significant effects on brand loyalty. 3. Clothing involvement significantly affects brand loyalty indirectly via brand attachment.

Study on the Influencing Factors of Brand Equity from the Perspective of Consumers - Taking Rizhao Green Tea as an Example (소비자의 관점에서 브랜드 자산에 영향을 미치는 요인에 대한 연구 - 일조녹차(日照綠茶) 를 중심으로)

  • Hu, Jiangsheng;Lee, Jinho
    • The Journal of the Korea Contents Association
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    • v.22 no.10
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    • pp.615-626
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    • 2022
  • At present, there are a lot of theoretical studies on the theme of tea industry brand construction, but in the survey, it is found that the theory that can study the tea industry brand from the perspective of brand equity is extremely lacking. This paper takes Rizhao Green tea as the research object, focusing on the influencing factors of Rizhao Green tea brand equity from the perspective of consumers and the relationship between various factors. The results show that the brand equity of Rizhao Green tea is composed of brand awareness, regional association, quality perception and brand loyalty. There is a certain correlation between each dimension and has an impact on brand equity. There is a significant correlation between brand awareness and regional association. Brand awareness has no significant impact on quality perception. Regional association has a significant positive impact on quality perception and brand loyalty. Brand awareness and quality perception have a significant positive impact on brand loyalty. The research results can provide theoretical basis and practical guidance for the construction of Rizhao Green tea brand assets while making up for the lack of theoretical research in this field.

Exploring Brand Loyalty through the Analysis of Consumer-Brand Relationship (소비자-브랜드 관계와 브랜드 충성도에 관한 정성적 연구)

  • Kim, Jae-Il;Kwon, Young-Seo;Seo, Joon Yong
    • Asia Marketing Journal
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    • v.6 no.3
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    • pp.27-57
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    • 2004
  • Studies on brand loyalty have been classified into two approaches; the behavioral approach and the attitudinal approach. The main topics of both approaches have been customers' loyal or nonloyal attitude toward brands and the rate of repurchase generating process. However, previous research has overlooked dynamic and in-depth aspects of brand loyalty. With a qualitative research perspective, the present study adds insight to the current research on brand loyalty, concerning the disregarded aspects of brand, based on phenomenological interviews. On the foundation of consumer-brand relationship types suggested by Fournier(1998), this study examines various kinds of relationship types between Korean consumers and their preferred beer brands. Findings show different aspects and dynamic essence of brand loyalty through the analysis of these relationships. Moreover, a variety of sources of brand loyalty were identified. It was concluded that "actual" brand loyalty and "apparent" brand loyalty may not coincide at all times. In addition, consumers' life events and life themes were identified as important determinants of brand loyalty.

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