• The Journal of the Korea Contents Association
• /
• v.20 no.3
• /
• pp.600-612
• /
• 2020

The objective of this study is to analyze the relationships among support for farm village development work, farm village's brand equity and social and economic performance. The questionnaire was performed for 380 villagers in Jeollabuk-do Province. The surveyed data was analyzed by structural equation model analysis and Sobel test. Support for farm village development work such as living environment improvement project, income foundation creation project, rural tourism facilities project, and regional competency education project showed statistically significant positive effects on the farm village's brand equity. The farm village's brand equity also showed a statistically significant positive effect on the social and economic performance. The support for farm village development work such as living environment improvement project, village landscape improvement project, income foundation creation project, rural tourism facilities project, and regional competency education project showed no statistically significant effects on the social and economic performance. But, they showed statistically significant effects on the social and economic performance in indirect manner with the mediating effect of the farm village's brand equity. In this study, the effect factors on the farm village's brand equity and social and economic performance was verified in farm village development strategy, and then, it is meaningful to present the role and importance of support for farm village development work.

• 지역과문화
• /
• v.7 no.1
• /
• pp.153-182
• /
• 2020

Andong is the place where the most ginger is produced in Korea. The article is based on a study on the development of storytelling of a co-brand of local agricultural products, focusing on the case of 'The Geudae Ginger,' a co-brand of ginger in Andong. This study aims to develop a brand storytelling of Andong Ginger's co-branded 'Geudae Ginger' to build an image as a local specialty and help revitalize the Andong ginger's industry. The process of developing storytelling to activate 'Geudae Ginger' brand is as follows. In the first step, I collected storytelling materials through data research. Ginger, which has long been used as a medicine for mankind, has more historical and cultural stories than anything else. In the second step, story resources were extracted based on data research. By analyzing the story properties of Andong ginger, we made its list. As a result, the image of the nobility, rigidity and chastity of ginger, which is used to benefit all over, could be associated with the image of Andong, the capital of Korean spiritual culture. Storytelling was developed in the third step. The main theme was 'Andong ginger with anther level ' and the main story was 'The Story of Andong's Ginger Teacher'. The scenario developed is as follows: 1. Introducing Andong's Ginger Teacher, 2. The birth of Dosan Thirteen Tea, 3. 'Geudae Ginger' that bridges love. In the last fourth step, I proposed ways to utilize storytelling. I presented the spread methods of consumer-participated storytelling using images of 'Geudae Ginger' and a new-tro event with teachers highlighting the image of 'Ginger Teacher' and others as a local business program for storytelling expansion.

• Culinary science and hospitality research
• /
• v.22 no.3
• /
• pp.224-239
• /
• 2016

The purpose of this study is to understand the influence of customer-based brand equity(CBBE) on brand trust, customer satisfaction, and repurchase intention in the stock farm products brand, Hoengsung hanwoo. Based on a total of 301 samples obtained from empirical research, this study reviewed the reliability and fitness of the research model and verified a total of 5 hypotheses using the AMOS program. The hypothesized relationships in the model were tested simultaneously by using a structural equation model(SEM). The proposed model provided an adequate fit of the data, ${\chi}^2=635.175$(p<0.001), df=233, CMIN/DF=2.726, GFI=0.863, NFI=0.859, CFI=0.903, TLI=0.885, RMSEA=0.068. The model's fit, as indicated by these indexes, was deemed satisfactory, thus providing a good basis for testing the hypothesized paths. The SEM showed that the sublevels of CBBE of stock farm product brand such as perceived product quality(${\beta}=.562$) and brand image(${\beta}=.377$) had a positive significant influence on brand trust. In addition, brand trust had a positive significant influence on customer satisfaction(${\beta}=.525$) and repurchase intention(${\beta}=.669$). This study confirms that a firm brand management works as a significant factor in forming brand trust, and, as a result, has a positive impact on its consumer's satisfaction and repurchase intention. Through the studys' results, it is study proposed that there is a needs for establishing effective marketing strategies to improve of regional economies.

• Culinary science and hospitality research
• /
• v.22 no.2
• /
• pp.189-205
• /
• 2016

The purpose of this study is to examine the effect of experiential elements on visitors' satisfactions, brand attitude, and revisit intention and to suggest the marketing strategy for differentiated festival experiences by validating the mediating effect of brand attitude and visitors' satisfaction among constructs. Collected data were analyzed by using SPSS 22.0 and AMOS 22.0. The results from the data analysis are as follows. First, among experiential elements, the effect of three elements (feel, think, and act) on visitors' satisfaction was significant. Second, feel showed significant effect on brand attitude. Third, think and act showed significant effect on revisit intention. Fourth, visitors' satisfaction showed significant effect on brand attitude. Fifth, visitors' satisfaction and brand attitude showed direct effect on revisit intention and also indicated the mediating effect between experiential elements and revisit intention.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.24 no.5
• /
• pp.628-639
• /
• 2000

The purpose of this study is to propose a model of private brands proneness form-ation considering the six private brands proneness-related variables simultaneously. Since the theoretical framework is based on previous research in various areas, it serves as an integrative one. Data were collected via intercept surveys conducted at nine regional branches of two major department stores situated in Seoul. Participants(n=1,120), who had previously purchased women's private brand apparel, were asked to complete a questionnaire during two weeks from March 15, 1999 to March 28, 1999. LISREL and SPSS PC+ were used to test the model and analyze its variables. The fitness of the model show the reasonable fit between all indices(RMSR=.036, GFI=.99, AGFI=.92, and NFI=.95). The proposed model supports all the hypothesized relationships. Private brands proneness increases as perceived money value of products, familiarity, positive store image of private brands, and satisfaction of individuals' differentiated needs increase. Furthermore, perceived money value of products increase as perceived risk of private brand purchase and perceived quality variation between private brand products and manufacture's products decrease.

• The Journal of the Korea Contents Association
• /
• v.18 no.2
• /
• pp.73-80
• /
• 2018

The purpose of this study was to investigate the effect of rural cultural tourism factors on brand image of agricultural products. First, hardware component has a positive(+) effect on agricultural product brand image in part. Second, software component has a positive(+) effect on agricultural product brand image in part. Third, human resource factors have a positive (+) effect on agricultural product brand image in part The results showed that rural culture tourism constituent factor is an important factor affecting the image of agricultural products. This means that rural tourism can be an important factor in local income generation such as sales of agricultural products and regional development. It is necessary to develop strategies for rural development and income increase such as enhancement of attractiveness of rural cultural tourism elements and differentiation. In other words, the development of various strategies for rural cultural tourism elements can contribute to the image and activation of agricultural products.

• Journal of the Korean association of regional geographers
• /
• v.14 no.4
• /
• pp.309-327
• /
• 2008

Formation of positive regional image is critically important in place marketing for regional development. This article considers Goryeong-Gun's policy agenda for regional development, analyzing its current regional image. In recent years, Goryeong-Gun has established its positive regional image of Daegaya in virtue of Daegaya Experience Festival. It should be highly evaluated. But, it has also some problems based on a certain local history or not supported by proper brand, slogan and logo to promote the image. In this point, Goryeong-Gun needs to rethink planning strategies related to Daegaya regional image. If necessary, Daegaya regional image would be expanded on the base of general value system.

• Asia Marketing Journal
• /
• v.20 no.4
• /
• pp.1-19
• /
• 2019

This paper reports a case study of SevenBräu, the first company to acquire a license for small and medium scale beer manufacturing in Korea. This study explores how SevenBräu analyzed its consumers, competition, and environment to set its target market and successfully positioned itself to explore new markets in Korea. The company accomplished this through a mixture of marketing strategies with differentiated products and consumer benefits. SevenBräu has been growing fast and establishing its image as a "high-quality craft beer locally produced in a traditional way" and a "beer with regional characteristics," with young consumers (aged 20 to 35) as the main target. Such remarkable growth of SevenBräu can be attributed to factors such as: (1) product differentiation to satisfy the needs of consumers for taste, flavor, diversity, and freshness, (2) developing brands with regional characteristics and actively communicating its strategy through earned and owned media, and (3) sustainable management, considering both social value creation and environmental performance. Lastly, this case study presents challenges in the areas of brand management, value delivery network, and communication that SevenBräu needs to address in the beer market that faces increasing competition.

• The Journal of the Korea Contents Association
• /
• v.14 no.5
• /
• pp.322-331
• /
• 2014

The objective of this study is to examine the effect of regional globalization and its impact to globalized company. As emerging markets evolve from the periphery to the core of marketing practice, we will need to figure out their unique characteristics. Emerging markets are distinctly different from mature markets. Because of market heterogeneity it is important to segment customer and find out their characteristics for the companies. In this research we explores how inward internationalization, susceptibility to global consumer culture affect consumer's brand attitude and adoption of global brand. This study examines various strategic issues in the context of China. The result suggest that inward internationalization is an antecedent factor of susceptibility to global consumer culture and also influence to brand attitude and brand adoption positively. Several implications for Korean content providing companies and marketing strategies are discussed.

• Journal of Agricultural Extension & Community Development
• /
• v.22 no.3
• /
• pp.301-319
• /
• 2015

Competitiveness strategies has been associated in the tourism literature as a crucial factor for the success of tourist. The study aims to explore the competitiveness strategies for tourism destinations by conducting in-depth interviews with probe questions. Thirteen community enterprises' managers in rural tourism communities were interviewed with a semi-structured interview questionnaire for one or two hours. From the interview data, eight themes in two dimensions were identified as competitiveness strategies of rural community enterprises in rural Korea. Differentiation strategies consist of new product development, service improvement, brand image improvement, advertise and public relation, and concentration. Cost leadership dimension includes cost reduction, increasing benefit, and long-term investment. The findings of this paper implicate the underlying the competitiveness strategies from managers' perspective.