• Journal of Korea Entertainment Industry Association
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• v.13 no.7
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• pp.99-118
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• 2019

This study confirmed the followings based on analysis of language messages in 718 advertisement in , AMOREPACIFIC's beauty magazine, published from 1958 to 2018 by product categories, era, in terms of purchase information, persuasive expression, word type. First, the number of pieces among 1980s to 1990s advertisement were the largest and, in terms of product categories, there were the greatest number of pieces in skincare, makeup and mens products. Second, headline and bodycopy had a different aspect in persuasive expression. "focused on image-making" was mainly used for head lines. Specifically, "situational image" was generally dominant. While the "user image" was higher before 1990's, "brand image" was as recent times. "Informal" was mostly applied for bodycopies, especially, "general information" and "differentiated information" was used the most. It is important to know what kind of information the brand established in each brand should be embodied rather than simply dividing the appeal method into "rational appeal" and "emotional appeal."Third, persuasive expression has different aspects in headlines and body copies. "focused on image-making" was mainly used as headlines. Specifically, "situational image" is dominant. Also, "user image" was high before 1990s but "brand image" got higher in recent times. "Informal" was mostly used as body copies, especially "general information" and "differentiated information" were the most frequently selected. Therefore, it is important to apprehend which information to specify established images by brands, rather than to divide "rational appeals" and "emotional appeals". Lastly, categorizing word type into brand names and headlines, foreign language was the most dominant in brand names and Chinese characters in headline. Remarkably, brand names in native language temporarily high in 70's and 80's, which could be interpreted to be resulted from the government policy promoting native language brands in those times. In addition, foreign language was frequently used in cosmetics and Chinese characters in men's product. It could be explained that colors or seasons in cosmetic products were expressed in foreign language in most case. On the other hand, the inclination of men's product consumers, where they pursue prestige or confidence in Chinese character, was actively reflected to language messages.

• Fashion & Textile Research Journal
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• v.19 no.2
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• pp.207-220
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• 2017

Today, the fashion industries, which are appearing in the world, can satisfy their economic needs, as well as provide and distribute their products in order to introduce sustainable methods and avoid becoming a bad influence on future generations. Recently, SPA brands have contributed to the sustainable development of society with different kinds of products, such as organic, recycled and environmental products. For this research, among different SPA brands, we chose H&M as the most representative one. Using Russian and Korean consumers as examples, we analyzed how sustainable activities affect a consumer's ethical consciousness, brand loyalty and purchase intention. The results of this study show that firstly, all sustainable activities have positive effects on the ethical consciousness of Russian and, in particular, Korean consumers. Secondly, ethical consciousness has a positive effect on brand loyalty, which, in turn, has a positive effect on purchase intention. Consequently, by adding to the existing sustainable and cultural activities, we can propose new perspectives for future research on sustainability. Due to the effect on a consumer's ethical consciousness, future research might consider ethical consciousness as the main factor. By focusing on H&M as a representative of SPA brands with Russian and Korean consumers as target audiences, we can advise global SPA brands on the direction of their sustainable activities and exporting of their products to foreign markets.

• The Journal of the Korea Contents Association
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• v.21 no.7
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• pp.328-339
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• 2021

In the age of global competition, city brand is a significant element for establishing a city's competitiveness. City branding is the process of building a storytelling about cities' content. Among the various contents that differentiate cities, this study seeks to discuss the role of an event and a city brand in the process of city branding based on the city marketing and event tourism literatures. This research uses grounded theory and a case study to examine Seoul exploring the changes in the Hi Seoul Festival and the Hi Seoul city brand over the last two decades. The qualitative research includes a secondary data analysis based on case studies from domestic and foreign regions and their festivals. The analytical results indicted three limitations: inconsistency, a lack of identity, and political leverage. Based on the limitations, this study discusses the importance of the connection between city identity and event content, suggesting implications for moving forward toward a stable Seoul city branding strategy for the Seoul Metropolitan Government.

• Journal of the Korean Society of Food Culture
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• v.30 no.5
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• pp.587-595
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• 2015

The purpose of this article was to research the difference in additional marketing satisfaction by lifestyle of Korean restaurant customers (focus on foreign students at university in Gangwon province). In this research, factor analysis, cluster analysis, and ANOVA were carried out. Lifestyle was divided into seven factors and six clusters. Additional marketing satisfaction was divided into three factors. Additional marketing satisfaction showed a significant difference by lifestyle of foreign students. First, 'employee' had a highest point at C3 'convenience internet searching pursuit' but lowest point at C4 'brand preference pursuit' (p<0.001). 'Service process' had a highest point at C1 'safety health pursuit' but lowest point at C5 'effort pursuit' (p<0.001). 'Tangible clue' had a highest point at C3 'convenience internet searching pursuit' but lowest point at C5 'effort pursuit' (p<0.001). Additional marketing can reduce customer uncertainty, ambiguities, and wavering about eating at restaurants by intangibility of service. As a result, food-service corporations need to manage additional marketing as well as increase satisfaction and loyalty of customers.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.11
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• pp.947-953
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• 2020

The main purpose of this study is to find the factors affecting the consumer goods buyers' choice on e-commerce sites in Vietnam. By using the quantitative method, the paper examines the theoretical research model and tests four hypotheses. The sample was drawn from the population of e-commerce sites in Vietnam comprising about 1,000 respondents. This study used the questionnaire method to collect primary data to test the hypotheses. Data analysis of the questionnaire was done using SPSS. The results show that there is a correlation between personal preferences of consumers on colors and brands and their actual final choice on e-commerce sites in Vietnam. The most important factor affecting the consumer goods buyers' choice on e-commerce in Vietnam is the brand of E-commerce site, following by the color and position. Among all educational groups, respondents with a Master degree pay the biggest attention to the site's color attribute, and those with a Bachelor degree pay more attention to the brand attribute. Women pay much more attention to the location of the products on the screen than men, as do consumers with a PhD degree, over respondents with a Bachelor or Master degree, and foreigners over Vietnamese consumers.

• The Research Journal of the Costume Culture
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• v.15 no.4
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• pp.593-603
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• 2007

The purpose of this study is to study the Central Asian costumes($1{\sim}7C$) and develop new design items and suggest new brand launching. Korean apparel industry has been suffering from imbalance of supply and demand caused by the sagging economy and too many apparel companies. Due to the several years of recession, clothing consumption decreased and foreign brand's market share got bigger. As a result, managing a company became difficult and it is time for Korean apparel industry to enter the global market. We need a brand with new image and design that has big potential of purchasing power not only in Korea but also in China, and furthermore in global market. But even nearby Chinese market already became very competitive. One way of approaching Chinese fashion market is to find something special, for example, their historical background. Central Asian culture and costumes, a part of China, has both Eastern and Western culture. No other apparel industry had interest in the Central Asian costumes yet. Therefore, through their costume, a fresh design idea can be suggested.

• The Journal of Asian Finance, Economics and Business
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• v.6 no.2
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• pp.119-122
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• 2019

The study aims to investigate factors influencing business households' decision for borrowing credit: the case of commercial banks in Tra Vinh Province, VietNam. The study was conducted by collecting data from 300 business households traded at four commercial banks in Tra Vinh province (Viet Nam bank for agriculture and rural development, Tra Vinh Branch; Viet Nam jointstock commercial bank industry and trade, Tra Vinh Branch; Asia joinstock commercial bank, Tra Vinh Branch; Viet Nam jointstock commercial bank for foreign trade, Tra Vinh Branch). By the use of the Binary Logistic regression method, the research found out that the factors influencing to borrow c redit of household business's decision including: banks brand names, loan interest rates, service attitude, and loan procedures. Of those, the banks brand names and lending interest rates have the strongest impacts on borrow credit decision of business households at commerc ials banks in Tra Vinh province. Since then, the study has proposed solutions to improve access to credit of business households in commercial banks in Tra Vinh province in the coming time, such as: developing a bank brand; the development of flexible lending interest rate policies; improve service style of bank staff; at the same time, simplifying lending procedures.

• The International Journal of Costume Culture
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• v.9 no.1
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• pp.1-14
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• 2006

The purpose of this study were to analyze the character usage situation such as domestic and foreign character's type, expression method and items, and also to propose the character usage promotion strategies of future fashion brands to activate and merge the character business and fashion. Five brands are selected for this study. The future promotion strategies of the Fashion Brands with characters were as follows: 1) stimulating the customers to purchase by awakening the sweet reminisce, 2) promoting the reputation of the fashion company's brand, 3) gaining an opportunity to raise their sales amount by taking advantage of emotional marketing or experience marketing.

• Journal of Korea Society of Digital Industry and Information Management
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• v.11 no.1
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• pp.157-169
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• 2015

In digital marketing, means of public relations and marketing of enterprises are changing into marketing techniques of predictive analytics. A significant study can be carried out by an analysis of 'the patterns of customers' uses' using big data on major portal sites and SNSs and their correlation with related keywords. This study analyzes the origins of mythological characters in major brands such as Nike, Hermes, Versace, Canon and Starbucks. Also, it extracts related keywords and relevance using big data on portal sites and SNS and their correlation. Nike marketing that reminds people of 'the goddess of victory, Nike' formed a good combination of the brand with relevance. Most of them are based on Greek mythology and have rich materials for storytelling and artistic values in common. Hopefully, this case analysis of foreign brands would become a starting point of discovering the materials of the domestic mythological characters.

• Journal of the Korean Society of Costume
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• v.62 no.4
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• pp.123-135
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• 2012

The purpose of this study was to make marketing strategies for Korean fashion companies that wish to enter into foreign markets. In-depth-interviews along with documentary research were performed on consumers who lived in Italy. The interviews were executed from May to December 2010. The results of research were as follows. The general image of Korea was at a high level. Therefore, the general and economical image of Korea had a significant impact on product evaluation. However, the Italian consumer had only a little understanding about the Korean fashion brand and product. This was so because the Korean fashion companies did not appear in the Italian fashion market. However, they were accustomed to using products of Samsung and LG. Therefore, the economical image of Korea is necessary to facilitate the official entrance of fashion companies in the Italian market as well as the global market.