• Korean Journal of Community Nutrition
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• v.11 no.1
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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.

• Journal of the Korean Society of Fashion and Beauty
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• v.4 no.1 s.7
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• pp.4-11
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• 2006

Masstige goods aimed consumers who want the fame and the emotional contents with reasonable price are presented overall and around the life style, from all the fashion items like bag and apparel to car, electric household, food, sports goods, furniture, toys, pets and performance of art, etc. Masstige casual, essentially different from the passed casuals which emphasized only price strategy, appeals to teenagers and young of twenties with a definite brand concept. Therefore masstige casual might be separated from business casual of a target aged thirties. Established celebrity brands have launched masstige brands matching the popularization of prestige goods. Armani Exchange from Armani, Marc by Marc Jacobs from Louis Vuitton are representative ones. DKNY from Donna Karen, MiuMiu from Prada, Paul smith Pink from Paul Smith can be added. These are relatively inexpensive, however the quality, design and shop's atmosphere are more exclusive than general brands. Consumers are over middle class and have a pride and fidelity to those brands. Leading Masstige trend, new luxury brands put the importance to the quality and aims middle class. To succeed in this field, companies should know exactly what consumers want, considering not only functional aspect but also emotional pleasure. Even though masstige has a weakness in pricing, it has to keep brand's proper benefit. Its price range could be wide to be in great demand but has to have elasticity and not to be expanded too much. Masstige industry should do its best not to damage original brand's identity. Forming family brand, like Armani made Georgic Armani, Emporio Armani and Armani exchange, system of parent brand and sub brands would be recommendable. From the launching time, masstige needs the effects to create a sensation and bring it into vogue and offer emotional value to the consumers.

• Journal of the Korean Society of Clothing and Textiles
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• v.44 no.3
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• pp.385-399
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• 2020

Corporate social responsibility is a consistently discussed theme in many industries. Most corporations engage in CSR activities and now inform consumers in detail on what they have been doing for society. It has become a critical tool of consumer communication; however, little is known regarding the role of information transparency in the context of the fashion industry. This study discusses information transparency of fashion corporations which means revealing information regarding cost and garment making processes. The research proved that the higher consumers perceive a fashion brand's CSR performance (CSP), the more they think the provided CSR information is substantial; consequently, there is a favorable evaluation of the brand. The result provides insight regarding the relationship between CSP perception, perceived information substantiality, and brand evaluation. There was a significant partial mediation effect of perceived information substantiality. Moreover, the moderated mediation effect of information transparency appeared significant on the impact of CSP perception for brand evaluation via CSR information substantiality. The process model 7 was used as an analytical tool. The results of this study implies the importance of information transparency in the fashion industry context in the digital era.

• The Journal of the Korea Contents Association
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• v.11 no.12
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• pp.395-402
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• 2011

Recently, Corporate Social Responsibility(CSR) is essential corporate activity to establish favorable corporate image and sustainability management. But it has been a little research that investigate relationship between CSR in corporate level and marketing performance in individual brand level. This paper investigate relationship between CSR activities and brand equity, moderating effect of product quality and service quality on the relationship between CSR activities and brand equity. The SEM(Structural Equation Model) result of this paper shows positively CSR activity to product quality, service quality, and brand equity. Also, the result show moderating effect of product quality and service quality on the relationship between CSR activities and brand equity. Based on these findings, implication and future direction are discussed.

• Journal of Fashion Business
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• v.14 no.5
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• pp.195-215
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• 2010

The emergence of the luxury market has led numerous academic researchers, as well as marketers in the luxury market, to pay attention to both identifying luxury brand features and measuring perceptions toward luxury brands. Especially, Korea is a significant emerging market for luxury goods. Young consumers and male consumers are getting into the luxury market fast and these new segments will keep increasing. There are only a few studies related to distinctive definitions of luxury brands and measurement development for the Korean market. However, there are some limitations in these previous studies in that they did not capture the nature of luxury due to their inappropriate of subjects and approach in data collection and to lack of a perspective of Korean specific features. Thus, the purpose of this research is to identify Korean consumers' perceptions toward luxury products and, ultimately, to develop a reliable and valid measurement items for the luxury products' features for the Korean market. Defining the three high constructs(functional, emotional, and symbolic aspects) as a key needs and benefits on luxury brands, we looked at four stages of development for generating and deducting items by luxury industry experts and luxury consumers, as well as for testing measures by 20th~60th consumers. As a result, this study confirmed that luxury brands consists of high quality, high price, unique design, and luxury store; the emotional aspect construct combines craftsmanship, VIP service, and high social status; and the symbolic construct includes brand heritage and being a well-known brand. Finally, 22 measurement items (Measures of Luxury Brand for Korea: LBK) were developed for the conceptual features for luxury brands from a Korean perspective. This study provided understanding of Korean consumers' perceptions toward luxury brands from an academic perspective. For the managerial implication of this study, LBK can be utilized to judge both luxury brands and mass brands, to diagnose current a brand's luxuriousness, from the customer's point-of-view, and, finally, to measure a Key Performance Index (KPI) of luxury brand companies.

• Management & Information Systems Review
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• v.31 no.3
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• pp.249-270
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• 2012

The purposes of this research are suggesting the needs of further studies about human brand by analysing the antecedents and consequents of brand attachments to celebrities in Korean Wave and marketing implications. In especially, this study uses attachment as a one of important marketing performance factor that may be a appropriate word in person to person relations. Research conclusions show the trust is more important factor to brand attachment than competence and self congruity. And there is no direct effect of competence to brand attachment. This is partially because emotional evaluation of consumers is much important than rational evaluation when they are making relationships with celebrities. Second, as similar with past studies, higher attachments lead to higher buying intention toward products that celebrities endorse, next entertainment products they record or play, extension products, and country image.

• Journal of Venture Innovation
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• v.1 no.2
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• pp.13-34
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• 2018

In this case, research has been conducted to verify that the purpose of establishing a reputation for establishing a reputation for identifying brand equity is research and investigation in the context of establishing a reputation for establishing a reputation, and conducting research on CSR activities that are essential to the essential activities of companies. The survey conducted a survey on behalf of the National Center for Adult Women and Girls and Girls ' Generation, using the final round of Section 305 to develop a series of findings, including the analysis of the feasibility analysis, feasibility analysis, reliability, correlation analysis, and factors analysis. A summary of the effects of research on corporate reputation on corporate reputation according to corporate CSR activities is as follows. 1st. Brand equity will have a positive effect on the Company's reputation. The hypothesis had a significant impact on brand recognition, brand loyalty, and perceived quality, but did not have significant impact on the brand image. 2st. Brand equity will have a positive effect on ethical responsibility. The hypothesis had a significant impact on brand recognition, brand loyalty, and perceived quality, but did not have significant impact on the brand image. 3st, the brand equity will have a positive effect on the benefit of the benevolent. The hypothesis had a significant impact on brand recognition, brand loyalty, and perceived quality, but did not have significant impact on the brand image. 4st, The theory that the influence of positive(+) will affect the company's reputation has a significant impact on both ethical and philanthropic factors. 5st. The ethical responsibility was found to have no effect on the usefulness of the brand between brand assets and corporate reputation. 6st. The philanthropic responsibility was partly attributable to the fact that there was a substitution between brand equity and corporate reputation. In sum, the company needs to prioritize its brand recognition before establishing its reputation, and the reason why it should be implemented is that the other elements of the brand equity should be evaluated with the presence of other elements of the brand equity, thereby ensuring continued compliance with continuous CSR activities. As a result, consumers expect to see the performance-based role of the company as a strategic and long-term perspective, as consumers want to see the CSR activity and the corporate reputation in a long-term manner, as opposed to the financial responsibility and legal responsibilities of the past, as opposed to the past.

• Industry Promotion Research
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• v.7 no.3
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• pp.9-16
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• 2022

In the midst of increasing interest in the environmental responsibility of companies, this study investigates how eco-friendly activities affect the creation of management performance. To this end, the effect of companies' green marketing on consumers' word-of-mouth intention, the mediating effect of brand reliability, and the moderating effect of consumers' pro-environmental behavior were verified. The results of the collected data analysis are as follows. First, companies' green marketing has a positive (+) effect on consumers' word-of-mouth intention. Second, brand reliability takes a positive (+) mediating role in the relationship between companies' green marketing and consumers' word-of-mouth intention. Third, consumers' pro-environment behavior has a moderating role between Brand Reliability and their word-of-mouth intention. Therefore, companies' eco-friendly strategies and their implementation will help enhance both brand reliability and consumers' word-of-mouth intention. By revealing the effect of companies' eco-friendly strategies and their implementation on brand reliability and consumers' word-of-mouth intention it is meaningful to analyze the relationship between green marketing and the possibility of consumers' spontaneous word-of-mouth intention. The results suggest to companies that it is necessary to establish an eco-friendly marketing strategy for sustainable growth.

• Journal of Distribution Science
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• v.15 no.10
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• pp.51-63
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• 2017

Purpose - The current study examines the shopping behavior of Chinese tourists who purchase Korean cosmetics when visiting Korea, based on expectancy-disconfirmation of shopping satisfaction and brand attitude toward Korean cosmetics. A moderating effect of consumer conformity on the relationships between cosmetics selection factors and two dimensions of disconfirmation - expectation and performance is also examined. Research design, data, and methodology - We conducted a survey with 250 Chinese tourists who visited Jeju, Korea and had purchased Korean cosmetics during their stay. Excluding 43 respondents' inputs because of incomplete answers and missing values, 207 responses were used in the final analysis. All hypotheses were tested using structural equation model (SEM). Results - We found that the Chinese tourist expectations had positive impact on their satisfaction, and the factors for cosmetic selection had a positive effect on shopping satisfaction and brand attitude. A moderating effect of consumer conformity was found to be significant. Conclusions - Given the significantly increased demand for Korean cosmetics from Chinese tourists, Korean cosmetics firms need to better understand cosmetics selection attributes and preference of Chinese tourists, which can provide a guideline to develop retail stores and distribution outlets for Chinese tourists.

• Journal of Korean Society of Rural Planning
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• v.12 no.1 s.30
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• pp.59-66
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• 2006

The purposes of this study were to identify leadership competences of rural leaders and to analyze leadership competency of leaders. The study carried out by questionnaire and focus group interview on expert panels. To analyze leadership competency, the data was collected from 273 rural leaders by stratified random sampling. SPSSWIN/ver10 program was used for analyzing data with t-test and IPA method. The study suggests twenty low types of leadership competences which were information, vision, decision making, motivation communication, education residents, managing residents, loaming, flexibility, problem solving, presentation program management, customer orientation service knowledge, making relationship, creative idea, business understanding, brand development, conflict resolution negotiation, assessment, business management, coaching and feed back. Whereas leaders with middle school educational career required developing program management, maintaining achievement and benchmarking, leaders with high school were morel likely to develope self-learning, to benchmark their knowhow and brand development competency. Whereas leader with less low years experiences as leader have been considered as developing coaching/feedback brand development and program development, leaders with more five years as leader should consider developing benchmarking, resident education, and brand development. The study suggests that the extension agents on public should develop leadership program according to the competency differences of leaders.