• Journal of the Korean Society of Food Culture
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• v.27 no.3
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• pp.251-260
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• 2012

This study was designed to provide practical environmental marketing data by measuring the effect of environmental marketing on customer loyalty and trust at coffee stores. The results were obtained by empirical analysis and are summarized as follows. The first hypothesis, the effect of environmental marketing on consumer trust at coffee stores, showed that environmental marketing at coffee stores had a statistically significant positive effect on consumer trust. Price, product, and facilities as sub-factors of environmental marketing at coffee stores had effects on consumer trust. Especially, facilities was the highest. The second hypothesis, the effect of environmental marketing on customer loyalty at coffee stores, showed that environmental marketing at coffee stores had a statistically significant positive effect on customer loyalty. Price, product, and facilities as sub-factors of environmental marketing at coffee stores had effects on customer loyalty. Especially, facilities was the highest. The third hypothesis, the effect of consumer trust on customer loyalty at coffee stores, showed that consumer trust at coffee stores had a statistically significant positive effect on customer loyalty. Improvement of consumer trust by environmental marketing was an important factor in improving customer loyalty. As for these findings, price, product, and facilities as sub-factors of environmental marketing at coffee stores had effects on consumer trust and loyalty. Consequently, these findings provide helpful information for coffee stores to plan environmental marketing strategies and establish direction, and they can be used for management activities.

• Journal of Digital Convergence
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• v.15 no.12
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• pp.255-263
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• 2017

Recently, cause marketing is more focused as one of key brand positioning strategies, which in turn leads that more companies are interested in cause marketing. In this study, we focused on two different types of cause marketing, named as public-volunteered cause marketing and corporate-driven cause marketing. A field study using an actual brand explored the effect of cause marketing type and brand authenticity on purchase intention toward the target brand. Moreover, we examined the moderation and moderated mediation of brand awareness. As our results showed, the corporate-driven cause marketing had a positive impact both on brand authenticity and purchase intention in the low (vs. high) brand awareness condition. However, the effect of public-volunteered marketing on purchase intention and brand authenticity did not vary depending on brand awareness. To increase the effectiveness of the cause marketing, the results suggest that the public-volunteered cause marketing would be more effective than the corporate-driven cause marketing.

• Asia Marketing Journal
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• v.7 no.2
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• pp.23-46
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• 2005

Social marketing emerged as a significant paradigm in the late 1960s when the conceptual boundaries of marketing were broadened by some scholars. Accordingly, social marketers have tended to apply traditional marketing tools, albeit within a vastly different context. After reviewing and classifying the social marketing literature into traditional and interdisciplinary approach, the author found out that both approaches disregarded the special context in which social marketing operated. In this regard, the author maintains that social marketers, operating in an environment that is characterized by intricate exchange and amplified market failure brought about by externalities, may be ill-equipped to foster change utilizing conventional marketing tools. Therefore, this paper proposes that social capital is an appropriate theory to supplement traditional notions of marketing to further enhance the field of social marketing as it takes into account market failure, intricate exchange, and behavioral and social phenomena.

• International Journal of Computer Science & Network Security
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• v.23 no.12
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• pp.137-144
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• 2023

The relevance of the research topic lies in the necessity to use social networks as innovative tools of marketing communications. A wide audience and the ability to segment the market for a specific consumer determine the construction of a corporate strategy, which will be based on using the social networking approach. The spread of the global coronavirus pandemic has led to the rapid development of remote communication channels between the company and the customer. The issue of using marketing tools in social networks acquires the most urgent importance in the modern world of the introduction and implementation of the company's marketing strategies. The purpose of the academic paper is to study the use of social networks as features of implementing the marketing campaign. Social networks are the result of the development of digital technologies and the processes of creating an information society involved in the digital space. The objectives of the research are to analyse the opportunity of using social networks as a tool for marketing communications and their implementation at the level of its widespread use by enterprises and establishments. It is significant to create an advertising campaign by defining the target audience and outlining the key aspects, on which the company is focused. The research methodology consists in determining the theoretical and methodological approaches to the essence of introducing social networks and their practical importance in the implementation of marketing activities of companies. The obtained results can significantly improve the quality of functioning of modern enterprises and organizations that plan to master a new market segment or gain competitive advantages in the existing one. The academic paper examines the essence of social networks as a tool of marketing communications. The key principles of the development of digital social platforms were revealed. The quality of implementing the advertising campaign in the social network was studied, and further prospects for the development of using social networks as a component of the marketing strategy were outlined. Therefore, the academic paper analyses the problems of using social networks as a marketing tool.

• Culinary science and hospitality research
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• v.9 no.2
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• pp.44-63
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• 2003

This study is about internet marketing of family restaurant through marketing mix and we found out the way which can make to activate by means of analysis of family restaurant's homepage. This study was done as following precedure. First, we've compared between characteristic was based on contents distinctive quality of family restaurant's homepage through the marketing mix. And in the next step, we've compared and ana lysed homepage of family restaurant which was chosed by the internet surfing. In the last, we evaluate strategy of marketing mix which is going well in the each field of business and then research of the way can improve internet-marketing. We draw the findings which is seperated by goods, price, promotion, distribution, other service according to marketing constituents. As a result of study, it is found that each company has given much more weight on some part in internet marketing's field of activity. In general, they put an emphasis on activity of goods and promotion. On the other hands they don't consider prices and delivery to be important compared with other parts. One of the most important things about internet-marketing is that fast and exact feedback and community makes each firm to be able to help to communicate with customer. It's like off-line-restaurant make use of free-coupon and an anniversary service.

• Asia Marketing Journal
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• v.24 no.4
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• pp.141-142
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• 2023

• Asia Marketing Journal
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• v.11 no.4
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• pp.129-138
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• 2010

• Asia Marketing Journal
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• v.3 no.1
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• pp.80-98
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• 2001

• Asia Marketing Journal
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• v.1 no.1
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• pp.1.1-1.13
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• 1998

• Journal of Industrial Convergence
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• v.10 no.1
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• pp.1-12
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• 2012

The purpose of this study firstly shows the marketing current condition and features of large discount stores playing a big change role in the Korea domestic distribution market. Secondly, I will analyze the success factors of the online marketing. And then finally, I will derive implication regarding the using solution of the effective online marketing.