• 한국콘텐츠학회논문지
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• 제16권8호
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• pp.640-650
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• 2016

이 연구는 1990년대부터 2000년대 초반에 두드러지게 활동한 만화가 이정애와 유시진의 작품에 나타난 '망상형' 인물의 연애서사를 분석한다. 이들 인물의 특징은 대상에 대한 과도한 집착, 현실 논리의 거부, 광기 그리고 극단적인 이기심으로 설명된다. 이들은 사랑과 연애가 자기계발의 담론 안에 포섭되고 극적인 파토스를 감정의 낭비로 치부하는 21세기 한국사회뿐 아니라 창작물 속에서도 자취를 감추고 있는 인물 유형이다. 그럼에도 불구하고 세계의 질서를 거부하고 상대에 대한 사랑 자체에만 집중하는 망상형 인물들이 제시하는 이기심과 파국에 주목할 필요가 있다. 대중문화가 자극하는 멜로드라마의 감상성을 배반하고 '사랑'이라는 개념 자체를 재고하게 만들기 때문이다. 이정애는 기독교의 메시아 모티프를 활용해 망상형 인물과 연애서사가 집단화된 강박으로 진행되는 것을 보여주었다. 한편 유시진은 기억을 망각한 망상형 인물이 히스테리적으로 환상에 반응하고 결국 파국을 선택하는 서사를 제시한다. 이 두 서사는 멜로드라마의 연애서사가 삭제한 개인 욕망의 원형을 제시한다는 의의를 갖는다.

• Asia Marketing Journal
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• 제24권2호
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• pp.62-77
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• 2022

Seeded marketing campaign (SMC) is a newly created type of marketing activities with the widespread use of social media. Previous research has examined to find out the optimal seeding strategy that yields the best outcome from the campaign. This research explores the relationships between the characteristics of the seeded influencer and user engagement. The data consists of information from 1062 seeded Instagram posts posted in September 2020 in Korea and 778 seeded influencers who posted those contents. Analyzed by negative binomial regression, our quadratic model suggests that the relationship between user engagement and the number of followers of the seeded influencer draws an inverted U-shape, indicating influencers with greater number of followers may not always be the best choice for the marketers. Moreover, this research shows that the negative marginal impact coming from the huge number of followers can be attenuated when the influencer is an expert of the seeded product.

• Asia Marketing Journal
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• 제20권4호
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• pp.21-47
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• 2019

This study empirically examines the synergy effect of a corporate-level loyalty program on customer equity (CE) known as the lifetime value of current and future customers (Blattberg et al. 2009). A corporate-level loyalty program refers to a company-wide integration loyalty program at the corporate-level in which subsidiaries (multi-divisions) participate as program members. It does not merely examine whether there is an integration effect of a corporate-level loyalty program from the CE perspective, but it provides practical implications for a firm's strategic focus by identifying which value creation channels (i.e., acquisition, retention, and cross-selling), brand characteristics (i.e., size of the customer base before integration, diversity of products, and sales channel type), and consumer characteristics (i.e., customer relationship stage, transaction amount before integration, transaction period, and number of purchased brands) are affected the most by the synergy effect.

• Asia Marketing Journal
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• 제18권4호
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• pp.51-76
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• 2017

Although much attention has been paid to customer satisfaction (CS) as a leading indicator of firm performance, few studies have investigated the role of CS distribution across individual customers. With 10 years of National Customer Satisfaction Index (NCSI) data in Korea, we examine the relationship between the variance of CS and key corporate performance measures such as revenue, profit, Tobin's q, and stock return. There are three main findings. First, we confirm the findings of previous studies that the average CS for a firm is related to the firm's economic performance. Second, we find a moderating effect of CS variance such that the relationship between the level of CS and firm performance is attenuated by the variance of CS. Finally, the variance of CS is found to directly affect firm performance over and above the CS level effect. More specifically, the variance decreases sales and stock return.

• 한국경영과학회지
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• 제39권3호
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• pp.63-82
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• 2014

The main objective of this research is to investigate whether the RFM (recency-frequency-monetary value) information of a customer's redemption behavior of loyalty points can improve the prediction of future value of the customer. The conventional measurement of customer value has been primarily based on purchase transactions behavior although a customer's future behavior can be also influenced by other interactions between the customer and the firm such as redemption of rewards in a loyalty program. We theorize why a customer's redemption behavior can influence her future purchases and thereby the customer's total value based on operant learning theory, goal gradient hypothesis, and lock-in effect. Using a dataset from a major book store in Korea spanning three years between 2008 and 2010, we analyze both purchase transactions and redemption records of over 10,000 customers. The results show that the redemption-based RFM information does improve the prediction accuracy of the customer's future purchases. Based on this result, we also propose an improved estimate of customer lifetime value (CLV) by combining purchase transactions and loyalty points redemption data. Managerial implications will be also discussed for firms managing loyalty programs to maximize the total value customers.

• Asia Marketing Journal
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• 제20권4호
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• pp.1-19
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• 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.

• Asia Marketing Journal
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• 제18권3호
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• pp.1-18
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• 2016

The purpose of this paper is to examine empirically how to balance advertising expenditure before and after launch with regard to the direction of word of mouth in the motion picture industry. The vector auto-regression model is applied to assess the dynamic impact of advertising and word of mouth on sales. Empirical data, including advertising, word of mouth, and sales (the number of entries) of 83 movies are used for analysis. The research results show that for a movie having more positive word of mouth in the pre- and post-launch periods, it is worthwhile to spend the advertising budget in the pre-launch period only and to spare it in post-launch period. However, it is worthwhile to spare the advertising budget in the pre-launch period for movies having less positive word of mouth before and after launch, and to concentrate spending in post-launch period instead. Mangers who handle products and services facing shortened lifecycles, such as games, eBooks, and digital music contents, need to check the quality of pre-launch word of mouth for their advertising budget decisions in the pre- and post-launch periods and spend more of the advertising budget in the post- (pre-) launch period if pre-launch word of mouth is negative (positive). For products and services with a shortened lifecycle, it is recommended to spend more of the advertising budget in the post- (pre-) launch period if pre-launch word of mouth is negative (positive).

• Asia Marketing Journal
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• 제14권3호
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• pp.169-184
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• 2012

All firms require new stimulus to spurt growth. Therefore it is necessary to successfully develop new products and to employ appropriate marketing practices for the new products to enter and settle in the market. Binggrae, a Korean company that specializes in dairy and processed dairy products, introduced a ready-to-drink (RTD) coffee product, 'a Café la' to expand its business into the coffee market in 2008. Binggrae was a latecomer in the RTD coffee market but a Café la has shown an impressive average sales growth rate of 115% as of 2011 since the launch. Moreover, it is a steady bestselling coffee brand among the Polyethylene terephthalate (PET)bottle category. Binggrae found potential and opportunity in the growing coffee market and made efforts to develop a new product that can be differentiated from the existing products. The result was PET bottle coffee, which was more portable and convenient to drink than coffee products offered in cups or cans. PET bottle coffee is produced through the patented Aseptic Filing System, thus the original coffee flavor stays fresh when combined with milk and has a longer shelf life than coffee products in cups. Moreover, as the taste of coffee consumers has become more sophisticated, Binggrae developed a premium product by differentiating the product processing method and by using higher-quality Arabica beans. After launching the new product, the company also employed a well-designed communication strategy. First, Binggrae was able to confirm the level of market demand and market potential for the product by employing BTL (Below the Line) marketing strategies through the consumers' word-of-mouth. Afterwards, the company invested its resources for a full-scale ATL (Above the Line) marketing campaign. Later a Café la's TV commercial effectively portrayed the product's characteristics, and succeeded in raising consumer awareness of the product. As a result, a Café la has become the bestselling brand in the PET bottle coffee market. The successful new product marketing strategy of Binggrae'sa Café la offers many valuable implications for companies planning to launch new products in the future.

• 서비스연구
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• 제13권2호
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• pp.204-226
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• 2023

본 연구는 최근 새로운 고객 참여방식으로 자리매김한 고객 투표를 통한 마케팅 의사결정 방식에 주목하였다. 이는 서비스 산업에서도 중요한 고객 임파워먼트 전략(Customer Empowerment Strategy, CES)의 하나인 선택형 임파워먼트 형태라고 할 수 있다. 선택형 임파워먼트 중 투표방식의 장단점에 국한되어 있는 선행연구와는 달리 본 연구에서는 다수의 최종안이 선정되는 상황을 상정하고, 고객이 하나의 후보에 투표하는 단수투표 시스템과 복수의 후보에 투표하는 다중투표 시스템 간의 차이를 고객의 지속적 투표 참여 의사와 투표 참여 행태를 통해 분석하였다. 또한, 이러한 투표 시스템 간의 차이를 만드는 요인을 투표 결과의 불확실성으로 보고 그 매개효과를 검증하였다. 연구 가설의 검증을 위해 사람과 상품을 대상으로 투표를 하는 두 개의 실험을 진행하였으며, 다중선형회귀분석과 매개효과 분석을 실시하였다. 그 결과, 상품 투표의 경우 다중투표 시스템은 고객 참여 의사와 전략적 투표 행태를 증가시키는 것으로 나타났으나, 사람에 대한 투표의 경우 전략적 투표 행태에만 유의한 영향을 미치는 것으로 나타났다. 또한, 불확실성은 다중투표 시스템의 효과를 매개하지 않아 간접효과는 없는 것으로 나타났다. 본 연구는 학술적으로 선택형 임파워먼트를 세분화시킴으로써 향후 연구에서 고객 참여 방식을 구체화 했다는 점과 실무적으로 기업의 투표 시스템 선택에 방향성을 제시한다는 측면에서 기여점이 있다.

• Asia Marketing Journal
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• 제13권3호
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• pp.233-248
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• 2011

이 사례는 종합식품회사인 풀무원이 '생라면'이라는 신시장을 열정과 혁신으로 개척한 내용을 담고 있다. 본문에서는 풀무원의 신시장 개척 사례를 보다 구체적으로 조명해 보기 위해 풀무원의 생라면 시장 도전의 역사, 신제품 개발 과정, 신시장 개척을 위한 마케팅 전략 및 마케팅 믹스, 시장성과 및 향후과제 등을 다루고 있다. 1995년 이후 꾸준히 기름에 튀기지 않은 생라면이라는 새로운 제품군을 개척하기 위해 노력해 온 풀무원은 마침내 2011년 '자연은 맛있다'라는 혁신적인 신제품으로 기존의 유탕면으로 대표되던 라면 시장에 웰빙 바람을 일으켰다. 건강과 영양을 중시하는 소비자군을 표적 고객층으로 정한 풀무원은 생라면과 유탕면을 '건강한 라면 대 건강하지 않은 라면'으로 경쟁구도화 하는 포지셔닝 전략을 구사하였다. 즉, 맛의 강도와 건더기의 양으로 구분되어 있었던 기존의 경쟁구도를 자연 재료와 인공 재료, 기름에 튀긴 면과 기름에 튀기지 않은 면을 양대 축으로 하는 경쟁 구도로 전환하고자 하였던 것이다. 이러한 풀무원의 신시장 개척을 위한 노력은 성공적으로 평가되고 있다. '자연은 맛있다'는 출시 이후 꾸준한 매출 성장세를 보이고 있으며, 소비자를 대상으로 한 조사 결과도 재구매율, 관능 만족도 면에서 긍정적인 결과를 보여주고 있다. 이러한 풀무원 생라면의 성공은 탄탄한 신제품 개발 프로세스, 기술적인 혁신, 성공적인 포지셔닝 및 일관된 커뮤니케이션 전략에서 기인했다고 볼 수 있다. 또한, 풀무원이 꾸준히 구축해온 자연친화적인 기업 이미지와 최고 경영자 이하 전 조직원의 뜨거운 열정도 중요한 성공요인이라고 분석된다.