• Science of Emotion and Sensibility
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• v.13 no.1
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• pp.163-178
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• 2010

Emotional associations formed in the relationships between the consumer and luxury brands can be approached via examining the roles these associations play when they account for the brand equity of the luxury brands. The present study is an exploratory examination on the effects a battery of emotional relationships exert upon the consumers' intention to participate in promotional activities and in communities built around the brand, which is a crucial part of the luxury brand's equity, in regards to Korea's burgeoning import auto market. Participants who completed the survey are professionals such as medical doctors, lawyers, accountants, and university professors. Included in the analyses are the top six automobile brands in sales(i.e., BMW, Lexus, Mercedes-Benz, Honda, Audi, and Volkswagen), and the scores that the respondents provided regarding the way they relate themselves to particular foreign car brands are analyzed and yield six different groups of emotional associations(i.e., affection, identification, indispensability, reliability, intimacy, and awe). The brand equity is measured with three variables that show the levels of the consumer's participatory intentions toward each brand are analyzed in order to elicit the antecedent variables and their impact on the participation variables in the regression models. When the respondents are divided into two groups by the levels of brand knowledge(i.e., scores drawn from the respondent's capability of correctly linking specific automobile brands with the corresponding corporate brands), consumers with higher brand knowledge show distinct patterns of influential variables, as they differentiate themselves from less knowledgeable consumers in terms of the influential antecedent variables accounting for the consumer's intended participation.

• Proceedings of the Korean Institute of Interior Design Conference
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• 2006.05a
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• pp.65-66
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• 2006

The motor show is the most popular show in domestic exhibitions. It provides many interesting events and exhibition programs from small parts of the car to luxury sedans. It should be spatially designed for not only display programs but also various other programs such as concerts or events. And it needs to approach strategic and complex plans for unique stand design because of a great number of visitors' safety and accomodation, and competition with other companies. S motor is the company of middle standing, producing the most luxurious sedans and SUVs. I had to find a display and space composition way to harmonize with luxurious sedans and outdoor vehicles in a booth. The booth had to be distinctive and unique inspite of relatively small and handicaped area compared with other companies' booths. So I designed two major plans; ceiling structure covered whole booth space and office space for staff. These plans could get completely majesty and unique design for booth, events and other programs. And the structure of booth was minimalized for visitors' safety and accomodation in great event time.

• Journal of the Korean Home Economics Association
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• v.38 no.1
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• pp.139-154
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• 2000

The purpose of this study was to identify the changes in transportation expenditure patterns of urban households during 1985-19o8. The data were drawn from 'Annual Report on the family Income and Expenditure Survey' by National Statistical Office, Republic of Korea. For data analysis, frequency, percentile, mean, and multiple regression analysis were utilized by the SAS window program. The results of this study were as follows; Frist, the levels of public transportation expenditure showed increasing trend, whereas the portions of public transportation expenditure have showed decreasing trend during 1985-1998. And both the level and the portion of private transportation expenditure showed increasing trends during 1985-1998. Second, the marginal propensities to consume of public transportation have decreased, whereas the marginal propensities to consume of private transportation have increased during 1985-1998. Third, income elasticities of public transportation showed decreasing trend during 1985-1998, impling that consumers have less demand public transportation with increasing income. And income elasticities of private transportation showed increasing trend till 1993, and then showed decreasing trend till 1998, impling that consumers have perceived the car as one of necessary goods rather than luxury goods gradually since 1993.

• Journal of the Korean Society of Fashion and Beauty
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• v.4 no.1 s.7
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• pp.4-11
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• 2006

Masstige goods aimed consumers who want the fame and the emotional contents with reasonable price are presented overall and around the life style, from all the fashion items like bag and apparel to car, electric household, food, sports goods, furniture, toys, pets and performance of art, etc. Masstige casual, essentially different from the passed casuals which emphasized only price strategy, appeals to teenagers and young of twenties with a definite brand concept. Therefore masstige casual might be separated from business casual of a target aged thirties. Established celebrity brands have launched masstige brands matching the popularization of prestige goods. Armani Exchange from Armani, Marc by Marc Jacobs from Louis Vuitton are representative ones. DKNY from Donna Karen, MiuMiu from Prada, Paul smith Pink from Paul Smith can be added. These are relatively inexpensive, however the quality, design and shop's atmosphere are more exclusive than general brands. Consumers are over middle class and have a pride and fidelity to those brands. Leading Masstige trend, new luxury brands put the importance to the quality and aims middle class. To succeed in this field, companies should know exactly what consumers want, considering not only functional aspect but also emotional pleasure. Even though masstige has a weakness in pricing, it has to keep brand's proper benefit. Its price range could be wide to be in great demand but has to have elasticity and not to be expanded too much. Masstige industry should do its best not to damage original brand's identity. Forming family brand, like Armani made Georgic Armani, Emporio Armani and Armani exchange, system of parent brand and sub brands would be recommendable. From the launching time, masstige needs the effects to create a sensation and bring it into vogue and offer emotional value to the consumers.

• The Journal of the Korea Contents Association
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• v.7 no.7
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• pp.161-170
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• 2007

E-Business has, nowadays, become a common commerce transaction. In the beginning, e-Biz has known as Electronic Commerce and has expanded its territory to department store's shopping mall, travel, finance, stock, and even luxury goods as car sales market. Considering these trends, this paper researched the environment of korean e-Biz market and suggested the picture of the matured and sound e-Biz market in Korea. We surveyed matured level of Critical Success Factors of e-Biz in terms of management. We also surveyed time based Critical Success Factors to analyze level of the Korean e-Biz market. These study's may provide us the knowledge about the prediction and preparation for changes in e-Biz market in the future.

• The Journal of the Korea institute of electronic communication sciences
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• v.8 no.4
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• pp.595-604
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• 2013

Currently, registered number of imported vehicles is increasing rapidly over the years. Accordingly, environment improvements of vehicle maintenance company for maintenance of luxury vehicle such as imported vehicle are continuously being made. In this paper, we propose a key frame extraction method based on HSV color model for smart vehicle management system implementation to offer for customer reliability of maintenance vehicle. After automatically recognize the license plates of the vehicle using vehicle license plate recognition system when the vehicle come in the car center, we check the repair history and request of the vehicle based on it. We implement mobile services which provide extracted key frame images to the user after extract key frames from vehicle repair video. In addition, we verify the superiority of key frame extraction method by applying a smart vehicle management system. Finally, we convert the RGB color to HSV color to improve the performance of proposed key frame extraction scheme. As a result, we confirmed that our scheme is more excellence about 30% in terms of recall than RGB color model from the performance evaluations.

• Journal of the Ergonomics Society of Korea
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• v.29 no.1
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• pp.25-31
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• 2010

It is known from consumer surveys that the interior design of cars greatly influences on consumers' affection. Most notably, the instrument panel which occupies the driver's attention while driving would be one of the main components that affect consumer's affection, but the designer does not often put due importance to this design component. The purpose of this study is to define consumers' affection on the instrument cluster panel in terms of its design factors: color of panel lighting and layout of meters as independent factors. Semantic differentials or affective adjectives that are related to the instrument panel were first derived from surveys, existing studies and the available literature. Then, representative affective factors were drawn using factor analysis and multi-dimensional scaling (MDS). Evaluation of the instrument panel was performed and analyzed by Taguchi's robust design to provide more robust results under various noise factors which are color and material of car interior. Experiment revealed that consumers had five affective factors on the instrument panel and luxurious, charming, and visible affections are grouped into a factor and unique and dynamic affections in another factor. Evaluation of the instrument panel by Taguchi's robust design found that the white color of panel lighting and the panel with four meters was the most preferred design in terms of both the affection of luxury and uniqueness.