• 대한지역사회영양학회지
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• 제11권1호
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• pp.116-123
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• 2006

The purposes of this study were to develop a tool for assessing internal branding performance and to identify the difference of internal branding performance between local and international hotels. The internal branding performance measure was developed through literature studies and face-to-face in-depth interviews with managers in various departments of 5 deluxe hotels. The questionnaires were distributed to 460 employees in food and beverage departments of 11 deluxe hotels in Seoul, and a total of 398 questionnaires were used for analysis ($86.5\%$). The statistical analyses were completed using SPSS Win (12.0) for descriptive analysis, reliability analysis and t-test, and AMOS (5.0) for confirmatory factor analysis. The results of this study showed that the measure developed in this study was reliable and valid for assessing internal branding performances of hotels. In addition, the internal branding performances of hotels were high at understanding of brand dimensions and relatively low at work and organizational culture and human resource management dimensions, and local hotels showed lower levels of performance than international hotels at the dimensions of work and organizational culture (t = -3.801, P < 0.001) and human resource management(t = -5.397, p < 0.001). In conclusion, it is considered that a strong internal branding strategy should be established for successful brand management, and the practical measure for internal branding performance would be a key factor.

• 한국식생활문화학회지
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• 제20권2호
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• pp.232-242
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• 2005

It is the aim of this study to identify and develop improved management practice and competitive edge through co-branding which has been adopted extensively in the States. There is no universally accepted definition of co-branding. The term has been used interchangeably with labels such as brand alliance and composite branding. This study is exploratory in nature and at best a pilot study as few academic research are found dealing with actual cases between hotels and restaurant companies in Korea. Through related literatures reviews and research findings, this study will provide valuable insight as to the methods and activities of co-branding and a framework to help industry professions identify co-branding opportunities to enhance the productivity.

• The Journal of Asian Finance, Economics and Business
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• 제8권7호
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• pp.591-601
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• 2021

This study examined the effect of branding capability on business performance moderated by learning capability. This study was conducted with small- and medium-sized enterprises (SMEs) of coffee cafes in the ex-Besuki region, East Java, Indonesia, covering four regencies located around coffee-producing areas with geographical indication (GI) certification. 150 managers of coffee cafe were sampled using the census technique. Data were collected by questionnaires distributed to the coffee cafe managers. The data were then analyzed by using simple regression analysis, Moderation Regression Analysis (MRA) and Moderated MultiGroup Analysis (MMA). The results showed that learning capability positively and significantly affect business performance, and learning capability moderated/enhanced the effect of branding capability on business performance. The findings of this study suggest that branding capability and learning capability play a crucial role in the performance of coffee cafe business especially in the dynamic environment. Coffee cafe managers need to take concrete steps to improve their branding capability and learning capability and they also need to improve their ability to interact with their environment and be committed in managing the coffee cafe. Therefore, it is imperative that the role of branding capability and learning capability be optimized in order to improve the business performance of the coffee cafe.

• 한국정보통신학회:학술대회논문집
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• 한국정보통신학회 2015년도 추계학술대회
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• pp.288-290
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• 2015

삼성전자나 현대차와 같은 기업뿐만 아니라, UN에서 정상회의를 주제하는 국제 컨퍼런스 담당자들은 이해관계자들과의 커뮤니티에서 현재 조직의 목표와 미래의 비전을 강하게 어필하는 Moving Identity를 중시한다. 이러한 Moving Identity를 홍보와 광고에 어떻게 Dynamic Branding을 내포하여야 할 것인가가, 연구해야 할 중요한 부분이다. 본 논문에서는 ACM SIG CHI 2015 Conference opening에서 상영된 애니메이션에, Moving Identity를 설계 적용한 홍보영상을 Dynamic Branding 관점에서 설계하고 연구하여 제작하였다.

• International Journal of Computer Science & Network Security
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• 제21권7호
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• pp.70-76
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• 2021

The relevance of intelligence involves the definition of such communication systems of PR-management and branding of media channels with the use of social networks, which are already implemented in practice by modern representatives of professional PR product. The purpose of the investigation is to determine the system of implementation of technologies of PR-management and branding of media channels with the use of social networks based on a survey of PR and brand of different media channels on the basis of a survey of brand managers and PR. 980 respondents from Ukraine took part in the survey. The survey was conducted on the Google-forms platform. The results outline a list of the most popular social networks and messengers for the implementation of PR management and branding technologies, including Facebook, Twitter, Google, LinkedIn, Tumblr; Telegram, WhatsApp, Viber, Skype. It is determined that the criteria of branding analysis are informativeness, centralization/distribution, content, feedback intensity. Identified 2 prospects for the development of branding in an interactive media environment (creation of a presentation system; integration of websites of social media and companies in universal centers). The criteria of general importance of the factors influencing the behavioral intention of consumers to use social media channels are presented (satisfaction, accessibility, perceived usefulness, trust, ease of use, attitude, social influence, self-efficacy). The meaning of the content of social media channels (public, informational and communication) is indicated. The practical significance of the study was to present the links between the criteria, development prospects and the values of branding factors.

• 한국조리학회지
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• 제22권1호
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• pp.61-69
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• 2016

Little is known regarding the impacts of product quality and branding on perceived price and purchase intention in international cafes, Selangor, Malaysia. This study tested the relationships among product quality, branding, perceived price, and purchase intention within the context of international cafes. A total of 301 customers at 6 international cafes in Selangor state in Malaysia completed questionnaires. It was found that product quality and branding positively influence perceived price. In addition, perceived price has a significant impact on purchase intention.

• 패션비즈니스
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• 제15권5호
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• pp.87-102
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• 2011

The research intends to exploit a strategy method of personal branding improving a personal value for construction of a personal image. As an assessment, the model of construction strategy of personal branding is developed in four steps of a model, construction of personal branding, by using elements of personal image and researching about personal branding strategy of scholars. In order to substantiate a validity of presented model, the case analyses of Martha Stewart. The strategy of four steps for construction of effective personal image is explained below. First step is an analysis of personal brand equity, deciding a direction of the concept of a personal branding through analyzing into a core value and core competence of one. Second step is a personal brand identity, constructing personal specification and identity with elements of personal image by using effective strategy, being able to be perceived to population. Third step is a personal brand positioning, constructing competitive brand image by using analysis of SWOT and strategy STP. Fourth step is a promotion of personal brand, advertising and extending a brand image of one by using a public activity and communication methods such as publication, mass media, and social network. By using the four kinds of processes, constructed strategy of a personal brand will be significant for construction of an effective personal image by having increment of a value and power of the brand.

• Journal of Contemporary Eastern Asia
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• 제12권2호
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• pp.49-59
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• 2013

Social media such as Twitter and Facebook have become popular. In the age of social media, many people have become more active online. For example, about half of all global active Internet users are on Facebook (Perry 2012). Personal branding is a very important strategy to build on an individual's strengths, and this kind of branding is expected to contribute to self-actualization. Therefore, the presence of mentors who advise users to discover their own strong points for self-actualization is necessary. In this paper, we propose a personal branding support service, Mentors, which connects mentors and mentees. The core concept is: "Everyone has the face of both a mentor and mentee." The key function is sharing stages of self-analysis in human life design: Determining value, creating a mission, and forming a strategy. From this function, a good match between a mentor and mentee can be found. The program aims to improve human life by understanding the client's strengths and using social media effectively. Future work includes launching Mentors and evaluating its service.

• International Journal of Computer Science & Network Security
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• 제21권4호
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• pp.178-185
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• 2021

The emergence of social networks has led to the flourishing of a new golden era of branding, which is a challenge for companies due to the need for creative positioning of companies with an emphasis on building trust and loyalty to the brand. Consumers are becoming more demanding and due to a wide range of products in different markets, make demands that are more stringent on companies. The goal of this article was to study the main trends of branding and advertising on social networks to develop a new approach to brand promotion. Methodology. The quantitative and qualitative research design was used to determine the main trends in branding and advertising on social networks. The methodology included the following methods: 1) analysis of the relationship between brand value and brand content strategy, 2) content analysis of the content of companies in social networks on the example of 10 world-famous brands with the highest value. The results allowed forming the criteria of effective content and communication: simplicity of content and simplicity of communication, lack of direct advertising of products, emphasis on global socio-economic problems and social orientation, unobtrusive communication, content creativity, indirect information about the product or work, the history of the company's development through various tools. The main content strategies of brands are defined: storytelling strategy; strategy of informing about the history of the company's development; entertainment and information strategy; strategy of joint interaction with the audience through the involvement of wellknown influencers or users of products. The theoretical and practical value of the results is confirmed by the conceptualization of the main content strategies of world-famous brands, which are pioneers in new ways to build relationships with users through social networks. The research proposes to use a customer-oriented approach to brand promotion. This means studying consumer behavior and predicting possible changes in behavior, which determines the level of interaction with the brand, the content strategy of the brand, and its effectiveness.

• Asian Journal for Public Opinion Research
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• 제8권4호
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• pp.453-477
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• 2020

This research is a combination of qualitative and quantitative methods. It analyzed reputation factors for the personal branding of journalists in Thailand. Research tools were in-depth interviews and an online questionnaire with 33 variables. Eleven journalists and informed sources were interviewed. A total of 1,262 survey respondents were divided into three groups including 586 recipients, 416 news people, and 260 academics. Data were analyzed using content analysis and factor analysis. It was found that the reputation factors for the personal branding of journalists in Thailand consisted of 1) the professionalism in rich and reliable news reporting, 2) the ability to use communication technology that increases prominence and career opportunities 3) the social responsibility in reporting news events, 4) the key opinion leaders who speak up for people to monitor in the government for peace in society, and 5) the use of experience in developing news reporting capabilities.