• Journal of Korean Society for Quality Management
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• v.45 no.1
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• pp.39-54
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• 2017

Purpose: This study evaluated the effect of customer relationship management (CRM) on customer's brand loyalty in the holistic perspective of relational benefits, relationship quality and relation value. This paper attempted to find out the psychological process that links the relational benefits and brand loyalty. Methods: The data was collected by using the structured questionnaires to VIP customers and general customers of major domestic banks. The proposed research model is empirically tested using 324 valid questionnaires using SPSS 23 and AMOS 23. Results: This research indicated the partially positive relationship between the relational benefits and relation values, and between relational benefits and relationship quality. The relation value and relationship quality positively affects the relation commitment and the relation commitment also positively affects brand loyalty. This study also shows that the relation value affects the brand loyalty through the mediation of relation commitment, but also the relationship quality affects the brand loyalty through the media of relation commitment. Conclusions: This study investigates the role of perceptional factors(relational value and relationship quality) and affective factors(relation commitment) to find the relationship between relational benefits and brand loyalty. It also suggest the relative influence of relational benefits on relation value.

• Journal of the Korean Society of Food Culture
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• v.32 no.5
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• pp.403-411
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• 2017

When purchasing products or services, consumers tend to purchase multiple value attributes through the acquisition of a product rather than physical characteristics. This study empirically analyzed the relations between consumption value, brand attitude, and purchase intention of customers purchasing fair-trade coffee, by dividing consumption values that would have significant effects on consumers' actual purchase behavior into five levels. Among the consumption value factors of customers purchasing fair-trade coffee, the functional value, social value, emotional value, and rare value all had significant effects on brand attitude and purchase intention while the influence of situational value on brand attitude and purchase intention was not verified. These finding are partially concordant with those of preceding studies, and the consumption value of consumers purchasing fair-trade coffee has positive effects on purchase behavior; therefore, it would be necessary for companies selling fair-trade products to understand consumers' specific values. Moreover, analysis of the influence of brand attitude on purchase intention of customers purchasing fair-trade coffee revealed that purchase intention increased when brand attitude was higher. These finding indicate that it is necessary to identify measures to increase purchase intention by targeting consumer groups with high brand attitude with intensive promotions.

• Journal of Korea Trade
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• v.23 no.5
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• pp.102-117
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• 2019

Purpose - This paper tried to identify the impact of electronic word of mouth (eWOM) on purchase intention (PI) of Korean-brand cars in the context of Russian consumers, taking into consideration the credibility, quality, and quantity of eWOM while also considering the mediation effects of brand image (BI) and perceived quality (PQ). Although there is a considerable number of studies discussing the impact of eWOM determinants on PI, not many studies were conducted focusing on the Russian market. Design/methodology - This paper is considered to fill this gap between eWOM and (PI) and, in order to do so, 211 Russian respondents were randomly selected. Descriptive analysis, factor, and reliability analysis were conducted using SPSS version 22.0. While structural equation modeling was conducted using AMOS version 24.0. Findings - The results display that, in terms of Russian consumers' perception, eWOM credibility, quality, and quantity for Korean-brand cars show a substantial impact on PI. The mediation effects of brand image, as well as perceived quality, were also supported by analysis. In the final part of the paper, theoretical and managerial implications alongside limitations with further research suggestions are presented. Originality/value - This study endeavored to explore the degree of impact of eWOM and mediating roles of BI and PQ on Russian customer intentions to buy Korean-brand cars.

• The Journal of Economics, Marketing and Management
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• v.10 no.2
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• pp.23-39
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• 2022

Purpose: This study aims to examine the effect of SNS, an important advertising means of airlines, on advertising attitudes and brand change behavior. It is intended to present practical implications by empirically analyzing demographic differences according to the source of SNS information acquisition. Research design, data and methodology: The questionnaire was revised to the contents of this study based on previous studies. It was conducted from June 15 to September 15, 2021. 297 copies were confirmed as valid samples and empirically analyzed. The proposed model was analyzed through path coefficient estimation. Results: SNS advertisement content has a positive effect on advertising attitude and brand change behavior. Advertising attitude has a positive effect on brand change behavior and has a mediating effect between advertising content and brand change behavior. There was a difference according to the source of information acquisition. Conclusions: This study suggested that when airlines engage in advertising using SNS, knowing and utilizing SNS content should be considered very important for airlines because it affects advertising attitudes and brand change behavior differently. This study is meaningful in that it can present the characteristics of SNS contents that can enhance advertising attitudes and brand change behavior when conducting marketing using SNS.

• Asia Marketing Journal
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• v.6 no.3
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• pp.123-141
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• 2004

As a pioneering company who entered new era of brand marketing in the domestic housing development market, Construction Division of Samsung Corporation achieved enormous business performance with the brand asset at the short time period. For the great success, they tried to apply customer's value into marketing mix strategy thoroughly, and created new trend of brand marketing strategy in the field. This case deals with the Samsung Corporation's efforts mainly focused on Raemian's brand marketing strategy to build the best powerful brand, and shows which are the key success factors, and suggest strategic implications to succeed in the long run.

• The Korean Journal of Food & Health Convergence
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• v.10 no.2
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• pp.1-5
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• 2024

This study aims to investigate the impact of character collaboration product characteristics on brand awareness and purchase intention within the food and beverage (F&B) industry, with a special focus on Generation MZ's growing interest in such products. The methodology involves a comprehensive review of existing literature on character marketing, brand awareness, and consumer purchase intention, supplemented by case studies of successful character collaborations in the F&B sector. The findings reveal that character collaborations significantly impact brand awareness and purchase intentions, particularly among younger consumers like Generation MZ. These collaborations not only rekindle nostalgia but also introduce new and exciting consumer experiences, effectively attracting a wide demographic. The success of character-themed products, from Pokémon bread to Coca-Cola's League of Legends collaboration, underscores the strategy's effectiveness in boosting brand recognition and consumer engagement. The implications of this research are manifold for the F&B industry. Firstly, it highlights the importance of leveraging popular characters to forge emotional connections with consumers. Secondly, it suggests that product development should closely align with consumer preferences and market trends to maximize appeal. Lastly, it positions character collaboration as a strategic marketing tool that not only enhances product sales but also strengthens brand loyalty and facilitates sustained brand growth.

• The Research Journal of the Costume Culture
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• v.16 no.5
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• pp.795-811
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• 2008

The purpose of this study is the structural relations will be examined among the VMD image of clothe stores, emotional reactions of brand awareness, brand image, brand attitude, and purchase intention. An empirical study in experimental design was conducted to female college students in their twenties, who made a huge influential group in the fashion industry, by considering the VMD characteristics of clothing shops. It measured the effects of VMD based on the changes to the consumer attitude before and after the VMD renewals, the correlations between brand recognition and VMD, and the influences of VMD on brand recognition and image, which were considered as important factors in creating brand assets. The research findings were as follows: 1. There were differences in emotional reactions according to the VMD image changes before and after renewal. Considering that the consumers recognized the VMD changes before and after renewal and showed different emotional reactions, the VMD image seems to be a major variable affecting their emotions. 2. As for the changes to the VMD image and brand image before and after renewal, the consumers recognized the VMD changes before and after renewal and consequently recognized the brad images differently, which implies that brand image can vary according to the effects of VMD renewal and changes to the VMD image.

• Journal of Distribution Science
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• v.17 no.10
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• pp.49-59
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• 2019

Purpose - This study aims to verify the effect of sports sponsorship recognition on corporate image and the relationship between image and identification, corporate image and purchasing intention, brand identification and purchasing intention Research design, data, and methodology - To carry out the purpose of this study, a set of data was collected from 320 surveys and 305 of them were used. Statistic programs, SPSS 18.0 and AMOS 20.0, were used to analyze the data. Results - It was found that emotional sports sponsorship recognition and social sponsorship sports sponsorship recognition had positive effects on corporate image and brand identification. Corporate image also had a positive effect on brand identification. Besides, it was analyzed that corporate image and brand identification had positive effects on purchasing intention. Conclusions - The results show that sports sponsorship recognition can influence brand identification and purchasing intention, and contribute to the enhancement of corporate image. Since brand personality that matches the self-image of the targeted customer will have a more positive effect on the relationship with the consumer, marketing activities should be carried out so that the brand image can be identified with the company image of sports sponsorship activities.

• Journal of Distribution Science
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• v.17 no.10
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• pp.27-39
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• 2019

Purpose - This study explores the relationships between e-Marketing and perceived service quality with brand trust and loyalty towards the brand of mobile telephone operators in Kosovo. Research design, data, and methodology - The conceptual model of four constructs was developed, while each construct consisted of the set of variables measured by using five-point Likert scale. The primary data was collected via an online survey through SurveyMonkey, distributed via Facebook and email. The collected data were cleaned, validated and tested for its consistency through Cronbach's Alpha; ensured that five assumptions of multiple linear regression are met. To assess the relationships between outcome variable and dependent variables of the model, performed the bivariate correlation, simple, multiple linear and hierarchical regression. Results - Perceived service quality has a positive significant effect on brand trust and loyalty. e-Marketing presents moderating direct effect on brand loyalty, and slightly higher effect through brand trust of the mobile telephone operators in Kosovo. Conclusions - The perceived service quality and brand trust are key determinants in achieving brand loyalty in telecommunication industry, followed by e-Marketing as means to creating expectations, delivering on promise to meet customers' perceptions for service quality with a purpose of building trust, that leads to loyalty towards the brands of mobile operators in Kosovo.

• Science of Emotion and Sensibility
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• v.10 no.2
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• pp.221-241
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• 2007

It was intended in this study to identify how much contributions are made in establishment of brand personality by inputting service experience, price, advertisement, and physical environment in the service industries. Also, this study examines how service brand personality affects brand identification and repurchase intention by switching barrier. Data were collected from consumers with experience of use in Seoul and Gyeonggi-do. The result of analysis of this study was as follows: 1) It was identified that service experience, price, advertisement, and physical environment influenced on brand personality, 2) it demonstrates that service brand personality influenced on brand identification, switching barrier, and repurchase intention.