• The Journal of Asian Finance, Economics and Business
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• 제4권1호
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• pp.79-86
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• 2017

With the increasing trend of popularity of websites and social networking sites, it is quite evident that companies need to take cautionary measures in protecting the reputations with respect to company and brands. In this process, every company should indulge in enhancing their company and brand image through websites and social networking sites that fortify the bonding nature among them. The always-on nature of websites and social networking sites has contributed to their phenomenal marketing power and altered the balance of power between consumers and firms. Websites and social networks are used by hundreds of millions of people to communicate about a huge range of topics, including personal interests, activities, social events and even public issues. The paper explores a case study of the Ritz-Carlton hotel for their marketing strategy and organizational use of their website and social media in communicating with their customers. Even for the normal luxury traveler who would not have previously used the Internet to research a hotel or make a reservation, ritzcarlton.com is making it possible for them to do so in a sense of the luxury and typical Ritz-Carlton style. It seems to be a staple of the company for years to come.

• The Journal of Asian Finance, Economics and Business
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• 제7권2호
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• pp.271-280
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• 2020

The study aims to provide some evidence of the effects of CSR practices on financial-based brand equity in Malaysia. Nowadays, many companies have embraced corporate social responsibility (CSR) practices because CSR is a vital component of the current competitive and complex business arena. It contributes greatly to social, environmental, and economic condition. With CSR practices, companies are able to achieve many benefits and there is evidence that CSR practices predict higher brand equity. However, little evidence has been produced concerning the effects of CSR practices on financial aspects of brand equity in developing countries such as Malaysia. Therefore, this paper aims to investigate the effects of CSR practices on financial based brand equity among Malaysia Top 100 brand. A CSR checklist instrument was used in the current study to examine the extent of CSR practiced. The results indicated that PLCs that were actively involved in CSR practices such as environmental, community, workplace and marketplace, found that this involvement enhanced their brand equity. The findings provide useful support and evidence for the management of PLCs in Malaysia, as well as companies in other developing countries, to engage more in CSR practices as a core element of their strategic and brand management.

• 한국실내디자인학회:학술대회논문집
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• 한국실내디자인학회 2007년도 추계학술발표대회 논문집
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• pp.107-112
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• 2007

The rise of the machine culture in the last 20th century has rapidly changed the world into a high-tech civilized society but at the same time, it also caused environmental estrangements such as damage in the environment and the loss of humanity in the human society due to materialism. As a reaction to the absence of humanity in such environment, in these modern days design which acts as the product of public art, escaped from the previous physical functional satisfaction and stood out as the culture industry that satisfies human's sensibility. This study is focusing on the method of how such sensitive designs are expressed in the interior space of retail shops and such methods are researched through the image evaluation test conducted to the 10 brands of overseas' jewelery shops. The purpose of this study is to analyze the meaning and effects of designs that took consideration of sensibility in a retail shop and to establish efficient marketing strategy using sensitive design and to utilize it into the interior space.

• 디지털융복합연구
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• 제19권5호
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• pp.415-421
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• 2021

펨버타이징(Femvertising)은 여성의 권리증진(Empowerment)을 추구하는 광고 캠페인으로 최근 사회의 중요한 의제로 떠오른 페미니즘에 힘입어 국내외를 막론한 다양한 브랜드의 마케팅 전략으로 사용되고 있다. 본 연구는 성별, 연령, 페미니즘에 대한 태도와 같은 소비자의 특성에 따라 펨버타이징에 대한 태도의 차이가 있는지를 살펴보는 것을 목적으로 한다. 연구결과 소비자의 성별에 따라 펨버타이징에 대한 태도에 통계적으로 유의한 차이가 있으나 연령요인은 유의한 차이를 보이지 않았고, 페미니즘에 대한 태도는 펨버타이징에 대한 태도에 유의한 영향력이 있음이 검증되었다. 본 연구를 통해 펨버타이징이 단지 마케팅의 도구가 아닌 중요한 사회의제로 논의되는 발판이 마련될 수 있기를 기대한다.

• International Journal of Internet, Broadcasting and Communication
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• 제15권1호
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• pp.33-39
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• 2023

Social networking is gaining speed and has grown indispensable as technology develops. As a result, social media, particularly Facebook, Instagram, and influencer marketing, are replacing conventional marketing trends. The top 15 search terms for Mongolian women between the ages of 18 and 34 in 2019 on Facebook were cosmetics and shopping. Companies use social media, the main tool of social media, to promote their products while simultaneously increasing productivity at a minimal cost. In Mongolia, finding out about cosmetic brand products on social media is rather usual. The impact of social media influencers on the purchasing of cosmetic brands must thus be researched. We aimed to find out the relationship between attractiveness, authenticity, communication ability, and influence, which are characteristics of beauty influencers, on product purchase intention and identification between consumers and followers (information acceptance, purchase intention). Communication ability and influence appeared to have a statistically significant positive (+) effect on identification. On the other hand, attractiveness, communication ability, and influence all showed a statistically significant positive (+) effect on information acceptance. Identification and information acceptance has s significant positive effect on purchase intention.

• 융합경영연구
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• 제12권1호
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• pp.29-38
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• 2024

Purpose: The purpose of this study is to explore the perceptions of millennials and Generation Z regarding AI applications in marketing, an area that has been rarely explored in previous researches. This study formulated research questions how millennials and Generation Z perceive the impact of brand image, AI-assistant customer service, affective factor, immersive experience, cognitive factor social factor and competitiveness of products and brands on overall attitude through the lens of AI applications in marketing. Additionally, this study also explored the influence of overall attitudes on satisfaction, intention to use, and loyalty towards AI applications. Research design, data and methodology: To gather data, this study employed an online survey conducted in collaboration with a reputable research organization. This study utilized factor analysis, ANOVA, and regression analysis for data analysis. Results: The findings revealed that the impact of brand image, AI-assistant customer service, and competitiveness on attitude demonstrated significance in both millennials and generation Z cohorts. The study identified that cognitive and social factors significantly influenced attitudes among millennials, whereas affective and immersive experiences showed significance in influencing attitudes among Generation Z. Conclusions: The findings offer valuable managerial implications, shedding light on the application of AI in marketing with distinct perspectives between millennials and Generation Z.

• 한국환경보건학회지
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• 제42권3호
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• pp.147-159
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• 2016

In South Korea, many cases of humidifier disinfectant-associated lung injury (HDLI) have been reported among people who used humidifier products containing humidifier disinfectant (HD). The objective of this study is to characterize exposure to HD among a total of 221 HDLI patients who used HD. Information and data on the HDs used were collected through a structured questionnaire and home environmental investigations. The conditions of these 221 HDLI patients were clinically confirmed to be caused by the use of HD. Children aged under 5 years old made up the highest proportion of HDLI cases (n=125, 56.6 %), followed by pregnant women (n=35, 15.8%). Forty-three percent (n=95) of the victims died. There were three cases of fetuses and 35 pregnant women among the victims. The number of HDLI patients who used only the Oxy Saksak brand of HD was found to be 85 (38.5%), followed by the HD brands Cefu (n=24, 10.9%), Lottemart Wiselect (n=9, 4.1%) and Aekyung (n=3). Patients who exclusively used HD brands containing polyhexamethylene guanidine phosphate (PHMG) (n=13, 55.7%) as an active ingredient made up the largest share, followed by those who exclusively used HD containing only oligo(2-(2-ethoxy) ethoxyethyl guanidinium (PGH) (n=24, 10.9%) and by those who only used a mixture of chloromethylisothiazolinone (CMIT) and methylisothiazolinone (MIT) (n=3, 1.4%). HD products containing PHMG were found to be the most commonly used among the confirmed HDLI patients. Three exposed fetuses who never used HD after birth developed lung injuries, indicating a probability of exposure to HD during gestation. All HDLI patients responded that they used HD while sleeping and for longer than 10 hours per day. In conclusion, the development of HDLI was clinically found to be associated with the use of several HD products containing PHMG, PGH and CMIT/MIT.

• 디지털융복합연구
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• 제16권5호
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• pp.207-211
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• 2018

본 연구는 온라인 광고유형 (제품광고와 이미지광고)의 효과에 조절변인으로 영향을 미치는 자기 검색도의 역할을 검증하기 위한 목적으로 실시되었다. 수도권 소재 160명의 대학생을 대상으로 $2{\times}2$ 요인설계로 실험이 실시되었다. 자기 검색도가 낮은 집단은 이미지를 강조하는 온라인 광고 보다는 제품의 특성을 강조하는 온라인 광고에 더 긍정적인 반면에, 자기 검색도가 높은 집단은 제품의 특성을 강조하는 온라인 광고 보다는 이미지를 강조하는 온라인 광고에 더 긍정적으로 반응할 것이라는 가설을 세우고 연구가 진행되었다. 연구결과, 텔레비전과 신문과 같은 전통광고를 대상으로 한 연구결과에서와 마찬가지로 온라인 광고에서도 가설이 검증되었다. 연구결과를 바탕으로 온라인광고 크리에이티브 전략과 효과를 제고할 수 있는 이론적 논의와 실무적 함의를 논의하였다.

• 디지털융복합연구
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• 제13권10호
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• pp.235-243
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• 2015

현대인들이 브랜드와의 관계에 선호하는 것은 전통과 공동체가 무너짐에 따라 안정적인 대상이 없기 때문이며, 대중들은 이때 발생하는 심리적인 공허함을 소비자와 브랜드의 관계를 통하여 채워나감으로써 빠르게 변화하는 세상에서 안정된 심리상태를 유지할 수 있게 되는 것이다. 본 연구는 융복합 아파트 브랜드가 브랜드 애호도에 미치는 영향관계에서 관계품질의 매개효과를 분석하는 것이다. 분석의 결과는 다음과 같다. 첫째, 브랜드의 이미지가 애호도에 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 브랜드의 이미지가 관계품질에 정의(+)의 영향을 미치는 것으로 나타났다. 셋째 관계품질 소비자-브랜드가 브랜드 이미지와 애호도에 매개될 것이다. 연구결과로 아파트 건설사들이 소비자에게 느끼는 브랜드 이미지와 애호도와의 영향관계와 소비자 관계품질의 매개효과 결과로 마케팅 전략을 효율적으로 집행할 수 있고 이에 따른 전략도 추구할 수 있다.

• 한국환경보건학회지
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• 제46권5호
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• pp.481-494
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• 2020

Objectives: No study has been conducted to review characteristics of humidifier disinfectants (HD) products, such as real numbers, levels and types of HD substances contained, or the volume marketed. We aimed to review the characteristics of HD through a literature review. Methods: We collected literature reporting the names, numbers, and ingredients of HD and discussed them with a focus on the number of HD products and the chemicals used as a disinfectant. Results: A total of eight publications has reported the names of HD brands or types of disinfectants from 2011 to 2020. To date, a total of 40 HD products have been used, excluding four products. Eight HD products used polyhexamethylene guanidine phosphate (PHMG) and 14 used a mixture of chloromethylisothiazolinone (CMIT) and methylisothiazolinone (MIT) as disinfectants. Benzalkonium chloride (BKC) and sodium dichloroisocyanurate (NaDCC) were also used as a disinfectant in several HD products. A total of 19 HD products were associated with the development of HD associated lung injury (HDLI). The Oxy Saksak HD product containing PHMG showed the highest number of HD associated health effects. The type of disinfectant from a total of 14 HD products has not been identified. Conclusions: A total of 40 HD products have been marketed in South Korea since 1994. Further studies should be conducted to identify the association of product characteristics, including type of HD ingredients, with health effects.