• 한국유통학회지:유통연구
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• 제13권1호
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• pp.61-77
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• 2008

본 연구는 소비자가 처음으로 접하는 신규 패션 브랜드에 대해 적용시키는 평가기준을 밝히는데 그 목적이 있다. 브랜드 평가기준에 대한 연구로서 다음의 세가지 논점을 강조함으로써 선행연구와 구별되는 차별점을 가진다. 첫 번째로는 본 연구가 개별 제품이나 점포를 포함하는 패션브랜드 수준에 대한 통합적인 평가기준을 밝힌다는 점이다. 두 번째로는 이미 형성된 태도에 의해 영향을 받는 기존 브랜드에 대한 평가기준이 아닌 새로운 브랜드에 대한 최초의 평가기준을 밝히며 본 연구에서의 "신규 브랜드"는 소비자가 처음으로 점포내를 둘러보고 충분한 직접적 정보를 바탕으로 평가를 한다는 점에서 소비자의 관점에서의 새로운 브랜드로 조작적 정의가 되고 있다는 점이다. 마지막으로 전국적으로 유통되는 대부분의 패션 브랜드가 백화점 내에 입점되는 국내의 현실을 고려하여 소비자가 지각하는 백화점과의 관제의 질과 입점되어 있는 신규 패션 브랜드 평가와의 관련성을 분석하였다 오백 삼십 칠 명의 여성 소비자에 대한 온라인 조사를 통해 신규 패션브랜드를 평가하는 평가기준 요인 (상품 파워, 점포 내 커뮤니케이션, 브랜드 및 회사 이미지, 판매원, VMD, 구색의 다양성)을 도출하고 이들이 브랜드 태도에 미치는 영향을 회귀모형을 통해 검증하였다. 또한 백화점 관제질의 차이에 따른 신규브랜드 평가 기준과 브랜드 태도의 관련성도 분석하였다.

• 산업경영시스템학회지
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• 제34권3호
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• pp.41-48
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• 2011

Recently, the increasing power of distributors has given them the opportunity of introducing private brand (PB) products. Based on the game theory, this study analyzes the decision making of a distributor regarding the optimal pricing and quality strategies for the PB product. By analyzing the game model, it is shown that the pricing mechanism heavily depends not only on the market power of the distributor but on the quality of the PB product. It is also shown that, counter intuitively, as the market power of the distributor increases, the optimal quality of the PB product should be decreased.

• The Journal of Asian Finance, Economics and Business
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• 제9권6호
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• pp.81-93
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• 2022

This research aims to construct a model that combines brand love, brand loyalty, brand image, customer satisfaction, and service quality into a single model, with brand loyalty coming foremost, and test its predictive power in building brand love. Moreover, mediating effect of customer satisfaction and brand image on service quality and brand loyalty affecting brand love was checked. The study adopted an alliance context using an existing SERVQUAL model, a bi-dimensional aspect of brand loyalty and parasocial love relationship theory, to identify brand love as a construct or outcome in the consumer-brand relationship. Using a quantitative approach, survey questionnaires were distributed by unrestricted random sampling among 507 Saudia Airlines customers. Data were analyzed using structural equation modeling with SmartPLS 3.0. The results revealed significant relationships between four variables except for the brand image. It was found that brand image had no mediating effect on the relationship between service quality and customer loyalty. The outcome of this study highlights the importance of airline alliances for service quality, which leads to positive customer satisfaction, brand image, and customer loyalty. A unique contribution of the study is that it revealed that brand loyalty is also an antecedent of brand love.

• 한국조리학회지
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• 제8권2호
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• pp.133-151
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• 2002

It is not the time when foodservice operations in Korea envy worldwide foodservice operations. For our foodservice operations to survive unlimited competition we do not wait for strong brand to be made, but make a worldwide brand through systematic tactics and strategy. To be a worldwide first-class foodservice operation we have to make first-class food products and a first-class brand accordingly. Brand has a power to lighten the future of a company and is in the limelight as a being to be attracted an attention from an invisible being. Brand is considered as a means to all the foodservice operations which invests enormous fund and time, and is appeared as a powerful weapon. It is not too much to say that 21st century is a marketing era centering on a brand. But this brand may be changed its property by various environment and changes. On the other hand it may be disappeared. Therefore more attention must be paid continuously about strategic actions to manage the brand. Now all companies can't promise to succeed without a powerful brand. The fact is that a worldwide brand to be made and developed is necessary. Also If not to do so it is very difficult to survive permanently.

• 한국실내디자인학회:학술대회논문집
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• 한국실내디자인학회 2008년도 춘계학술발표대회 논문집
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• pp.139-143
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• 2008

The brand power is getting more important in apartment market so that consumers are accustomed to ask first what the apartment brand is when they are considering to buy an apartment. Even so the brand name is the first factor which approaches to the consumer, message and image can be delivered to customers by visual factors. Since visual image can be effective to remind of customers brand image, construction business company should make portfolio to synthesize brand Image actively. This research investigate images of consistency in extenor and interior design according to the apartments brand. Used lexical meaning of the adjective used to discern standard to extract images, selected survey, and evaluated by step 1 to 5 using semantic differential method, SD. The collected cases are analyzed by using statistics software SPSS for windows release 11.0. This research provides conveyance of the vision image which fits to the brand Image and further design direction.

• 대한안전경영과학회:학술대회논문집
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• 대한안전경영과학회 2004년도 춘계학술대회
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• pp.169-172
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• 2004

Is entering in age that brand becomes consumer's goods purchase standard as income level is improved, dying injunction brand is trend that governing power in the world market is expanded as international economy does single market. Therefore, do to support market public information and marketing because do it so that may improve product level because introduces and operate system brand of our ceramics by ceramics market possession of advanced nation such as the United States of America, Japan, Britain and utilizes cooperation brand of medium and small enterprises product eternal generation and improves ceramics market competitive power in inside and outside of the country.

• 만화애니메이션 연구
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• 통권32호
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• pp.289-313
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• 2013

브랜드 연구자들은 브랜드 마케팅과 관련된 모든 의사결정은 특정 브랜드의 브랜드 아이덴티티(brand identity)를 기반으로 이루어져야 한다고 주장한다. 본 연구는, 연구자들의 논의에 근거하여 문화콘텐츠 OSMU는 콘텐츠가 창출하는 부가가치를 극대화시키기 위한 마케팅 활동이며, 모든 OSMU관련 의사결정은 특정 콘텐츠의 브랜드 아이덴티티를 중심으로 이루어져야 한다고 주장한 '브랜드 아이덴티티 기반 문화콘텐츠 OSMU 전략모델'의 타당성을 검증하고자 하였다. 연구목적 달성을 위해, 성공한 문화콘텐츠이자 막대한 브랜드 가치를 지닌 파워브랜드로 평가되는 <해리포터>를 조사대상으로 선정, 브랜드 아이덴티티를 반영한 캐릭터 상품과 그렇지 않은 상품에 대한 소비자 태도 및 브랜드 자산의 차이를 설문조사를 통해 측정하였다. 조사 결과, 소비자들은 <해리포터>의 브랜드 아이덴티티인 '마법, 선악대결, 용기'가 반영된 상품에 대해서 더욱 호감을 느끼며, 품질이 좋은 것으로 인식한다는 것을 확인하였다. 이는 브랜드 아이덴티티의 효과적인 전달에 초점을 맞춘 OSMU 전략이 문화콘텐츠의 부가가치 극대화에 기여한다는 브랜드 아이덴티티 기반 OSMU 전략모델의 주장과 일치하는 결과이다. 하지만, 브랜드 아이덴티티를 반영한 캐릭터 상품이 브랜드 자산에 미치는 영향을 측정한 결과, <해리포터>에 대한 소비자 인지도, 충성도, 지각된 품질은 상대적으로 높았으나, 그 차이가 통계적으로 유의미하지는 않았고, 그에 따라 브랜드 아이덴티티 기반 OSMU가 콘텐츠의 브랜드 자산에 영향을 미친다는 피드백 효과는 확인되지 않았다. 하지만, 콘텐츠의 브랜드 자산이란 지속적인 소비자들의 콘텐츠 관련 경험을 통해 장기적으로 구축되는 것이기 때문에, 다양한 OSMU를 통한 브랜드 아이덴티티의 지속적인 전달이 정기적으로는 콘텐츠의 브랜드 자산에 긍정적 영향을 미칠 것이라는 해석의 여지도 남아있는 바, 이와 관련된 지속적인 연구가 필요하다. 본 연구는 실천적 관점에서 문화콘텐츠 OSMU 전략의 타당성을 실증적으로 논의한 최초의 연구이며, 성공 프로젝트를 위한 논의에서 한발 더 나아가, <해리포터>와 같은 문화콘텐츠 파워브랜드를 구축하기 위한 방법론에 대한 관심과 논의의 필요성을 제기하였다.

• The Journal of Asian Finance, Economics and Business
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• 제9권5호
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• pp.507-518
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• 2022

This study aimed to measure the monetary and non-monetary effects on brand awareness at hypermarkets in Riyadh. The independent variable consists of three sub-variables: price reductions, free samples, and purchasing vouchers. The research population has all Saudi and non-Saudi buyers in Riyadh. The figures show that the population size reached 3.87 million in 2019. The proportional stratification sampling technique and the recommended sample size were 387 buyers. The five-point Likert scale with the fully structured questionnaire was used. The study concldes the effect of free samples on brand awareness while there was no effect of monetary instruments. The results show that the three sales promotion incentives (price reduction, free samples, and purchasing vouchers) moderately affected brand awareness and a key role in explaining consumer behavior, so the significant impact was proved. In summary, this study showed that price reductions have the power of creating the perception of buyers at hypermarkets in Riyadh. Non-cash instruments were more effective than cash instruments in enhancing brand awareness at the hypermarkets in the Saudi market. So, the price reductions and purchasing vouchers have less power in conducting communication-based awareness. Building awareness and improving brand image through free samples were most visible in communication strategy.

• 한국의류학회지
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• 제35권7호
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• pp.856-866
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• 2011

This study examines how brands can be managed to influence the degree of their resistance to negative information and the extent to which this immunity to negative information predicts the purchase intention of consumers. In particular, the study investigated the difference between brand commitment and brand immunity on negative information in terms of the concept and the power of influence. A total of 410 usable questionnaires were obtained through an internet survey. A structural equation model using a correlation matrix with maximum likelihood was estimated using AMOS 18.0 to examine the relationship among a brand's social responsibility, quality orientation, brand innovativeness, easy purchase intention, and difficult purchase intention. The results showed that brand's social responsibility had significant effects on brand immunity to negative information while quality orientation and brand innovativeness had significant effects on brand commitment. In addition, brand immunity had significant effects on brand commitment and then brand commitment had a significant effect on easy and difficult purchase intentions. The key implications for research and management are discussed.

• 패션비즈니스
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• 제15권5호
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• pp.55-68
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• 2011

The purpose of this research is to study the visual characteristics of domestic national men's wear brand logos. For this purpose, 80 of national men's wear brands were selected from '2010/2011 Korea fashion brand Annual' For analysis, they were classified into three categories: logo types composed only with logomark or symbol and logomark together. Types of symbol were classified into word symbol, descriptive symbol, and abstractive symbol. And the used typefaces were classified into serif and san serif and acromatic and cromatic The results are as follows: The visual characteristics of domestic national men's wear brand logos, there were more brands that used logomark with symbol together than logomark only. And the type of symbols were appeared descriptive symbol(32% ) that meaned the men's power, nobleness and royalty. In domestic national men's wear brands, color of logos were more frequently used acromatic color as black and grey than cromatic color. Among the cromatic colors were more appeared to a kind of blue and green. And the used typefaces were the more frequently used to serif typeface of capital. As a result, the visual characteristics of domestic national men's wear brand logo were that they used the brand logos composed of descriptive logomark with symbol together, black serif typeface the most. From this results, we could find that visual stragety of domestic national men's wear brand logos had the tendency to emphasize the function of conveying information, brand concept that men's wear. The specific and continuous following research in which psychological factor of consumer reflected was requested as a measure to seek brand logo that aid to establish brand power and reinforce brand image.