• Asia pacific journal of information systems
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• v.33 no.3
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• pp.768-791
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• 2023

Effective brand management using images has been a challenge for the brand managers. The brand identity-brand image alignment on the social media is an important yet mostly-overlooked phenomenon. We proposed a scalable Google Cloud Vision-based approach for measuring the alignment between brand identity and brand image, and understanding the brand positions. We analyzed 3247 images of 13 leading Indian brands on Instagram. Images containing wordy announcements by the firms are in stark contrast with the relatively more emotive images by the users. It leads to a noticeable disconnect between the brand identity and brand image. Also, the private sector brands do not always outperform the public sector brands in branding efforts. By offering practical guidance on how to measure and reduce the misalignment, this study paved a feasible path towards better visual branding on Instagram.

• Korea Science and Art Forum
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• v.19
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• pp.581-592
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• 2015

This study aims to find the significance of the convention-related public organizations workers' cognition about the importance of public marketing activities. As well as to analysize the outcome of convention organization of public marketing activities holding positive, negative effects and the host brands value relationship. In order to strategically maintain the importance of conventions' differentiation marketing and the brands value of exhibition organization, this research is necessary to explore the importance of public marketing activities held by the public value and brand image link here. In this research, On the convention field public marketing activities' arguments were marketing strategy. In order to construct the convention destination's competitiveness and the differentiation of public marketing strategy, it is necessary to investigate the relation of convention organizations' public marketing activities' importance recognization and destination effections, destination brand value. As the results we can propose the implication of public marketing activities can enhance the competitive.

• Journal of the Korean Society of Costume
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• v.58 no.7
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• pp.104-118
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• 2008

This study analyzed that how well the consumer recognize and what they feel about the characters which were applied in fashion brand. Four hundreds and forty two men and women who were living in Seoul and the metropolitan area were selected for this study and SPSS 12.0 was used for the technical statistics such as Frequency, Chi-Square Test and Correlation Analysis. The result of this study were as follows : 1. The consumer didn't well recognize the name of brand and the character which were provided from the brand. 2. There were included brands 'B' 'T' 'L' 'A' in the highly ranked cognition brand. A common feeling of these brands were 'a feeling of cute' and 'a feeling of intimacy'. 3. The consumer's feelings of character were categorized into 'a feeling of lute''a feeling of sexy' 'a feeling of soft as pap' 'a feeling of humorous'.

• International Journal of Costume and Fashion
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• v.12 no.2
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• pp.41-52
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• 2012

The purpose of study is to understand of china clothing brand to have them to be competitive position in global market. Also through this study people who are in a clothing industry market from China and overseas will be able to utilize it to have competitive brand power. Analyzing of the China clothing brand with a history and process of development is done to help understand of changes through years. With the rapid development of economy in China, the textiles & clothing industry, as one of the key industries, is showing a strong growing tendency, and brand in china have been expanding oversea market. Till 2002, China has already been the world's largest supplier of textile & clothing. Nowadays, "Made in China" is going to be "Created in China", lots of Chinese clothing brands appear, and many Chinese fashion designers step onto world stage. Chinese women's clothing, men's clothing, casual clothing, sports clothing and designer's brand are developing, popular brands are also promoted through convenient e-commerce. Clothing companies are going public, acquiring overseas brands, implementing internal mergers and integration, expanding overseas market. In such a diversity era, Chinese brands not only need to be localization, but also need to confirm with the trend of international management and globalized economy.

• Fashion & Textile Research Journal
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• v.18 no.1
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• pp.48-62
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• 2016

Consumers have come to demand high quality, affordable prices, and innovative product designs of the outdoor wear market due to their well-being and leisure oriented lifestyle. A new system of business in outdoor wear has emerged in the process through which corporations have endeavored to satisfy such consumer needs. Outdoor wear brands have utilized social network services (SNS) such as Facebook and Twitter as means of marketing and have built close relations with consumers based on communication through these media. Recently, explosively escalating SNS data are referred to as social big data, and now that every consumer online is a commentator, reviewer, and publisher, the outdoor wear market and all of its brands have to stop talking and start listening to how they are perceived. Therefore, this study employs Social $Metrics^{TM}$, a social big data analysis solution by Daumsoft, Inc., to verify changes in the allusions related to outdoor wear market found on SNS. This study aims to identify changes in consumer perceptions of outdoor wear based on changes in outdoor wear search words and trends in positive and negative public opinion found in SNS social big data. In addition, products of interest, the major brands mentioned, the attributes taken into consideration during purchases of products, and consumers' psychology were categorized and analyzed by means of keywords related to outdoor wear brands found on SNS. The results of this study will provide fundamental resources for outdoor wear brands' market entry and brand strategy implementation in the future.

• The Journal of the Convergence on Culture Technology
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• v.4 no.3
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• pp.179-184
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• 2018

The purpose of this study was to investigate changes to visual expressions in apartment sales ads in newspapers since the 2000s. For this purpose, the study compared and examined advertisements in 2010~2018 for their content. Apartment sales ads in the newspapers of Busan were analyzed according to the types of visual expressions and advertisement models. The brands(national and local brands) were categorized according to the types of visual expressions(copywriting-centric, visual-centric, and mixed ones) and whether an advertisement model was used or not(used and not used). The findings show that visual-centric ads were most used in apartment sales ads by national brands in 2010~2011 and recorded a higher usage rate by local brands during the same period. In 2017~2018, mixed forms of visual expressions were used more in the ads. The percentage of visual-centric ads made a considerable decrease among local brands. As for the use of advertisement models, most of the brands used one in 2010~2011, but advertisement models almost disappeared in apartment sales ads in 2017~2018. These differences were more prominent among local brands. The findings indicate that there were differences in expressive strategies in apartment sales ads among brands. The findings are expected to provide useful practical implications for the visual expression strategies of apartment sales ads.

• The Journal of the Convergence on Culture Technology
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• v.4 no.3
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• pp.127-132
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• 2018

This study set out to examine message orientation in advertising expression through the content analysis of apartment sales advertisements in Busan. For this purpose, the study analyzed newspaper ads about apartment sales in the Busan area in terms of advertising appeal methods and message types. Advertising appeal methods(rational and emotional appeal) and message orientation(environmental, emotional, investment, and functional orientation) were categorized according to brands(nationwide and local brands). The findings show that most of apartment sales ads in Busan used a rational appeal method. While nationwide brands used rational and emotional appeal in similar percentage, local brands used a lot of rational appeal. Of the types of advertising message orientation, investment and emotional orientation recorded the highest percentage. Messages of investment orientation to show economic profit or premium were used most, being followed by messages of emotional orientation to show pride and happiness. These findings were interpreted to display differences in strategies for advertising expressions among brands. The findings are expected to offer useful practical implications for message strategies for apartment sales ads.

• Journal of Fashion Business
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• v.26 no.3
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• pp.138-154
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• 2022

The purpose of this study is to identify the characteristics of domestic American casual fashion trends using big data text mining analysis. 108,524 posts and 2,038,999 extracted keywords from Naver and Daum related to American casual fashion in the past 5 years were collected and refined by the Textom program, and frequency analysis, word cloud, N-gram, centrality analysis, and CONCOR analysis were performed. The frequency analysis, 'vintage', 'style', 'daily look', 'coordination', 'workwear', 'men's wear' appeared as the main keywords. The main nationality of the representative brands was Japanese, followed by American, Korean, and others. As a result of the CONCOR analysis, four clusters were derived: "general American casual trend", "vintage taste", "direct sales mania", and "American styling". This study results showed that Japanese American casual clothes are influenced by American casual clothes, and American casual fashion in Korea, which has been reinterpreted, is completed with various coordination and creative styles such as workwear, street, military, classic, etc., focusing on items and brands. Looks were worn and shared on social networks, and the existence of an active consumer group and market potential to obtain genuine products, ranging from second-hand transactions for limited edition vintages to individual transactions were also confirmed. The significance of this study is that it presented the characteristics of American casual fashion trends academically based on online text data that the public actually uses because it has been spread by the public.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.8 no.2
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• pp.583-600
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• 2014

Social media is considered a valuable platform for gathering and analyzing the collective and subconscious opinions of people in Internet and mobile environments, where they express, explicitly and implicitly, their daily preferences for brands and products. Extracting and tracking the various attitudes and concerns that people express through social media could enable us to categorize brands and decipher individuals' cognitive decision-making structure in their choice of brands. We investigate the cognitive network structure of consumers by building an inter-category map through the mining of big data. In so doing, we create an improved online recommendation model. Building on economic sociology theory, we suggest a framework for revealing collective preference by analyzing the patterns of brand names that users frequently mention in the online public sphere. We expect that our study will be useful for those conducting theoretical research on digital marketing strategies and doing practical work on branding strategies.

• Journal of Food Hygiene and Safety
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• v.17 no.3
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• pp.129-136
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• 2002

This study was conducted to Provide basic information Promoting egg qualify improvement and hygienic control by grasping of present market egg distribution system and hygienic quality. The eggs of 57 brands collected from the department food stores in Incheon Metropolitan City were examined. Eggs were kept in room temperature in all the market and 70.2% of the brands were marked the expiration date indicating that eggs would be available over 28 days after being laid. Fifty-four % of the market eggs was classified as a special or functional egg. Expiration date and date of laying were common labelling items in all brands. These items were labelled in trade mark sheet or eggs tray. Only 66.6% of the brands had the mark about net quantity of contents. The inspection about the exterior and contents of eggs has results as follows: eggshell contamination of feces and feather-9.5%, abnormal and broken eggshell -3.9%, blood and meat spots in contents -14.7% and watery whites -1.8%. Average of Haugh Unit(HU) was 56.1 and below HU 31 were 18 of 285 eggs(6.3%), in addition, more than one egg detected in 12 brands(21.1%) among 57 brands have inferior quality. Salmonella enteritidis from eggshell and antibodies directed from S. enteritidis in the yolks of eggs available in the market were not detected. Ranges of Total bacterial count (CFU/ml) on eggshell of eggs were < 10~8.2$\times$10$_3$, and isolation ratio of Escherichia coli were 4.7%. Tetracyclines were detected in 1.8% of the eggs(1 of57 brands) by CHARMII. As mentioned above, quality control and improving distribution system were required to facilitate egg consumption and improve public health by complementing labelling items and quality standards.