• The International Journal of Costume Culture
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• v.9 no.2
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• pp.149-159
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• 2006

The purpose of the study is to compare the clothing purchasing behaviors between Korean and American college women and to gather a basic data to establish a clothing marketing strategy and effective world marketing strategy in the fashion marketing. 1,150 questionaries were distributed to 3 universities in Korea and 3 universities America from March, 15 to 30 in 2006 and a total of 800 questionnaires, 466 from Korea and 334 from American, were utilized in the final analysis. The SPSS 12.0 was used to analyze the technical statistics like average and frequency, t-test, X$^2$, factor analysis and multi-variate analysis of variance.

• Proceedings of the Korean Institute Of Construction Engineering and Management
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• autumn
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• pp.238-241
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• 2003

Recently, construction companies is briskly doing brand marketing investment through the housing brand development. The importance of brand asset is increasing, the brand management is time to set for strong brand. But brand asset management so far has been done in manufacturing and service industry, there is no discussion about housing brand asset management of construction companies. It is aware that how important brand is, but we can't present data for brand marketing investment owing to absence of brand asset management method. Therefore, the purpose of this paper is trying to deduce importance degree of brand asset composite factor through the brand power research. Also it is to present guideline about brand management strategy.

• Korean Journal of Clinical Laboratory Science
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• v.45 no.4
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• pp.188-192
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• 2013

This study was conducted to develop the strategy for more effective internal marketing and promoting internal customer satisfaction by grasping the level of internal marketing operations targeting employees within hospital and empirically analyzing the effect of internal marketing operations on internal customer satisfaction. The findings reveal that there is a significant correlation between factors for internal marketing components and internal customer satisfaction. The average factor score for internal customer satisfaction is 3.230 out of 5, which is a little higher than normal levels. Counting down the five factors is as follows: internal communication, education and training, delegation of authority, welfare, compensation system, with compensation system shown as the lowest level and internal communication as the highest level. In addition, the result of multiple regression analysis conducted to inspect the effect of factors for internal marketing components on internal customer satisfaction indicates that among 5 factors, delegation of authority, education and training, and welfare have positive influences on internal customer satisfaction; whereas, compensation system has little effect on it.

• The Journal of Economics, Marketing and Management
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• v.6 no.4
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• pp.1-16
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• 2018

Purpose - This study will investigate and identify the relationship between brand image, brand attitude and intent to purchase based on subjects that have remembered or watched more than one storytelling marketing ad related to airlines. The purpose of the project is to secure market competitiveness by presenting the basis for and use of the marketing strategy using storytelling, which can capture the goodwill of the aerospace competition market in the future. Research, design, data, and methodology - Prior to the research model and hypothesis testing phase, a verification factor analysis was conducted to assess internal consistency among each measurement item and to ensure reliability and validity of the measurement tool. Further, the organization was assessed for validity by calculating the mean variance estimation (AVE) and the construction concept reliability (CCR) through a positive factor analysis. Hypothesis verification was analyzed through a structural equation model, and each concept set in the hypothesis was entered as a potential variable, and each measurement item was entered as an observation variable. Results - Airline's storytelling marketing has a significant impact on the brand image and two emotional and cognitive responses have been shown to influence the brand image. In addition, airline storytelling marketing has a significant impact on brand attitudes and airline storytelling marketing derived from factor analysis has shown two emotional and cognitive responses to brand attitudes. Conclusions - The parts derived based on the research results show that storytelling marketing has a strong influence on the airline's brand image and attitude, and that it is necessary for airlines to have a brand image and attitude. Also, forming a favorable brand image has a significant impact on brand attitudes. We believe that by presenting basic data to the aviation industry in future research on airline storytelling, we will be able to increase understanding and contribution to development of storytelling marketing in aviation.

• Journal of Information Technology Applications and Management
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• v.28 no.3
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• pp.127-135
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• 2021

This study aims to find the main factors to influence consumers' purchase of dairy products. To do so, we examined experts' opinions to verify the priorities of the factors. The four main factors were derived from the previous studies, product factor, marketing factor, quality factor, and social factor. Using analytic hierarchy process (AHP), we empirically analyzed and tested the results from survey. Based on the AHP analysis, the expert group recommended to improve the packaging, brand, and shelf lie of dairy products for the marketing factor, for instance. The results of this study can contribute to the development of the dairy products for the future to reveal the importance of the selecting factors.

• Culinary science and hospitality research
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• v.10 no.1
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• pp.46-63
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• 2004

The service quality factors which causes an effect in restaurant selections appeared with gain and loss factors of essence and the customers. The restaurant recommendation factor was appeared with shedding of blood characteristics. The research which sees Korean-style food party's decision making is difficult with the plan of the security and loyalty of customers presented. The marketing strategy for the customer loyalty of Korean-style food party will be able to be overcome. The critical point of the research which sees for the security of the loyalty customer selects a target market, and the strategy which invades intensively is necessary. The Korean-style food party decision may cause the customer fractionation anger which follows in market fractionation anger. It does not become accomplished from the research which sees but with the critical point of research to appear, the research of creation of the loyalty customer who applies a market fractionation anger necessity will be becomes feed with hereafter research subject.

• Asia Marketing Journal
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• v.15 no.2
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• pp.29-47
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• 2013

Distribution channel decisions involve long-term commitments with other firms that are very difficult to change or replace. In particular, marketing channel decisions in emerging markets are much more complicated due to unfamiliar conditions and problems such as lack of market data and distribution systems. Therefore, when a company considers changing or introducing a marketing channel in an area, it is much more difficult to judge its effectiveness in an emerging market than in a developed market. In this study, we investigate the development process of a new direct marketing channel of Hongfu Fertilizer Company (hereafter Hongfu), a medium-sized Chinese fertilizer manufacturer, and propose an approach to test the feasibility of this new marketing channel in the Chinese rural market. We measure the effectiveness of Hongfu's new marketing channel from two perspectives: i) from customers' perspective through direct responses of farmers, which showed that a new channel can increase the convenience and lower the purchasing costs for the farmers, and ii) from the company's perspective, by calculating the incremental profit of the company using the expansion factor (T/Q) method, which suggested that the execution of Hongfu's strategy to expand a new marketing channel will result in an increase in profits. The results of this study contribute to the development of a methodology to test the feasibility of a new direct marketing channel in the emerging markets such as the Chinese rural market. Traditional and indirect distribution channels in emerging markets are generally not very efficient and difficult to change. Especially, in emerging markets, like the Chinese rural market, the methods of testing channel feasibility must be different from that of developed markets. Considering market situations, market experiments can be more effective then systematic market surveys in testing channel feasibility in emerging markets. This study implies that managers must learn to cope with a transition from the traditional marketing channels in emerging markets. With the development in farmers' understanding of marketing concept, the transition from traditional marketing channel is unavoidable for all firms. Farmers in China are generally very conservative, however, their buying behaviors are changing. Therefore, fertilizer companies should try to adjust in accordance with farmers' demand characteristics that the efforts to meet the economic needs of farmers with new marketing channels as well as trust building are critical in the near future.

• Management & Information Systems Review
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• v.17
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• pp.315-333
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• 2005

The Internet has been identified as the worlds fastest growing marketplace with seemingly limitless opportunities for marketing products and services. Logistics service quality is considered an essential strategy for success and survival in today's internet environment. Logistics excellence has become a powerful source of competitive differentiation within diverse marketing offerings of internet firms. The quality of logistics service performance is a key marketing component that helps create customer satisfaction. As the business environment has changed, the operations based definition of logistics service have evolved. The objective of this study is to examine the logistics service quality in internet shopping mall and the impact of logistics service quality on customer satisfaction. The quality factors of logistics service in this study are consist of five quality factor. The survey result is drive from a man experienced in used internet shopping mall. The finding suggest that logistics service quality of five factor had a positive effort on customer satisfaction. Specifically, timeliness had the most consistent positive effort on customer satisfaction.

• Journal of the Korea Fashion and Costume Design Association
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• v.15 no.4
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• pp.29-45
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• 2013

The purpose of this study is to provide base line data required to establish a viable knitwear marketing strategy targeting young people by comparing and analyzing preference and buying behavior of customers in their twenties. A survey was conducted in 2009 and 2013 on people in their 20's male and female living in Busan. The total of 362 people participated in the survey and the results are as follows: Firstly, the seeking factors for knitwear were utilization factor, functionality factor, care for clothing factor, economics factor and vogue factor. Secondly, a differentiated marketing strategy targeting 20-something customers needs to be established as there was a steep rise in the number of customers purchasing clothes on online shopping malls using smart phone devices according to the survey.'Low-price, broad-line strategy'is also required as those surveyed preferred stores offering a wide choice of designs with reasonable price. Considering the survey results that a growing number of people tended to buy a variety of knitwear items regardless of the seasons, knitwear production needs to be diversified in terms of designs and materials. Thirdly, the survey revealed that pastel-colored knitwear was preferred for spring/summer season whereas knitwear with achromatic colors was voted the most-preferred one during the autumn and winter season. In terms of knitwear shapes, the gap between genders continues to narrow and tendency sensitive to fashion trend became more apparent reflecting the change of the times.

• Journal of the Korea Safety Management & Science
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• v.13 no.1
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• pp.151-160
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• 2011

Cosmetic industry is a typical industry for domestic demand and is closely connected with domestic demand growth. In 2006, domestic cosmetics market is showing high growth rate due to the recovery of domestic demand and the market reorganization of sales channels is proceeding rapidly due to the recent global economic slowdown, Due to the situation, many companies are launching low-priced brand shop. The purpose of this study was to clarify the impact of marketing strategy of cosmetic brand-shop on consumers' purchasing intention. As the result of analyses, it was found that product, place, promotion factors of cosmetic brand-shop affect brand image. Also only product factor affects corporate image, perceived quality. And using regression analysis between brand image, corporate image, perceived quality and customer behaviors. Brand image and perceived quality factors influence consumers purchasing intention. Brand image has a positive impact on corporate image. And corporate image affects the perceived quality.