• 한국콘텐츠학회논문지
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• 제6권7호
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• pp.119-126
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• 2006

본 연구의 목적은 국내 외 브랜드 외식업체에서 근무하는 종사원의 직무 만족도를 비교하여 효율적인 인적자원관리 방안에 대한 가이드 라인을 제시하고자 한다. 국내 외 브랜드의 종사원 모두 외식업에 대한 높은 비전, 자부심, 업무만족을 높게 인지하고 있는 반면에 임금조건은 매우 낮게 인지하는 것으로 나타났다. 국내브랜드 외식업체의 종사원의 전반적인 직무만족도는 높은 편인 반면에 이직의도는 해외브랜드에서 높게 보이고 있다. 첫째, 생산성에 대한 보상, 종사원의 만족수준을 지속적으로 평가하고 모니터링 해야 한다. 둘째, 조직의 경영성과를 성취하기 위해서 차별화된 수준으로 종사원 개발 프로그램을 관례화해야 한다. 셋째, 종사원 기술의 지속적인 개발과 동기부여를 위한 자기개발 기회를 제공해야 한다. 넷째, 정기적으로 상사와 부하직원이 각각의 고충을 토론한 비디오 교육 프로그램을 활용한다.

• 유통과학연구
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• 제17권2호
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• pp.35-42
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• 2019

Purpose - There is little research on the market of foreign infant education materials. So, it is needed to deeply examine the development and preference factors of foreign infant education materials. Therefore, this study presents a future method and model for analyzing the important variables of buying foreign infant education materials. Research design, data, and methodology - The conjoint analysis method and model of this paper is used as follows. Conjoint analysis method is possible to derive the attributes to be analyzed through the model of the preferred factors, and then to derive the sub-attributes of the attributes. Results - This study derived preference attributes between brand benefit, equity (brand image, loyalty, awareness), distribution network (department store, specialty stores, discount store, internet mall), and service quality (tangibles, reliability, responsiveness, assurance, empathy) in infant education materials conjoint model. Conclusions - Since the opening of the education market in Korea, parents have a high education level due to low birth rate. The advantages of the conjoint analysis method have been extended to the study of infant education materials. Based on this, this paper will identify important attributes that are considered in preference of foreign infant education materials and help to establish and implement future marketing strategies.

• 한국안광학회지
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• 제11권3호
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• pp.207-215
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• 2006

본 연구는 국내 안경산업의 발전을 위해 디자인과 브랜드에 대한 인지도를 전문가 집단과 비전문가 집단으로 나누어 조사하고, 국내 제품들이 외국 제품과의 경쟁에서 우위를 점하기 위해 어떠한 방향으로 나아가야 하는지를 알아보고자 하였다. 비전문가 집단에서는 국내 브랜드와 해외브랜드간의 가장 큰 차이점을 디자인으로 꼽았고, 전문가 집단 역시 제품선택에 있어서 디자인을 최우선으로 고려하는 것으로 나타났다. 그리고 비전문가 집단에서의 국내브랜드 인지도는 매우 낮은 것으로 나타났으며, 전문가 집단에서는 해외브랜드 인지도보다 국내브랜드 인지도가 더 높은 것으로 나타났다. 연구 조사 결과, 국내 안경산업의 재도약은 급히 처방하여 회복될 수 있는 상황이 아니며, 세계적인 브랜드로 도약하기 위해서는 기술과 품질의 향상뿐만 아니라, 다자인과 브랜드의 이미지 정착을 위한 노력과 투자가 선행되어야 할 것으로 나타났다.

• 한국조리학회지
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• 제22권5호
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• pp.167-178
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• 2016

본 연구에서는 한국을 방문하는 외국인들을 대상으로 한식의 브랜드이미지가 한식의 만족도에 미치는 영향을 확인하고 한국 대표음식을 조절변수로 어떤 영향이 있는지 조사하였다. 연구의 조사는 영어를 사용하는 방한외국인 277명을 대상으로 출국하는 외국인과 외국 관광객을 담당하는 여행사 직원에게 설문조사의 목적과 설문 방법에 대해 충분한 설명을 한 후, 그 담당자의 책임 하에 자기기입식으로 설문조사를 했다. 설문조사를 하였다. 연구결과, 한식 브랜드이미지 중 품질안정성, 매력성, 건강증진성은 긍정적인 영향을 미치는 것으로 나타났고, 가족지향성은 부정적인 영향을 미치는 것으로 나타났다. 그리고 한식 대표음식의 식사류를 조절변수로 하여 나온 결과는 가족지향성이 긍정적인 조절효과가 있었으며, 고기류를 조절변수로 나온 결과는 품질 안정성이 긍정적인 조절효과가 있었다.

• 산경연구논집
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• 제14권4호
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• pp.1-10
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• 2023

Purpose: This paper aims to investigate how self-regulatory focus (SRF) influences the relationship between perceived brand localness (PBL) and purchase intentions (PI). This research adopted both domestic and foreign-owned brands to examine the moderating effect of self-regulatory orientations and product types respectively to exclude the interference of brand origin. Research design, data, and methodology: This study surveyed Chinese consumers and collected data using social media applications. ANOVA analysis and PROCESS modeling were adopted to complete the empirical analysis. Results: This research demonstrates that brand origin does not inhibit the positive impact of PBL on purchase intentions regardless of whether it originates from mainland China or not. Study 1 proved that the effect of PBL on PI is more convincing among consumers with promotion focus orientations. In study 2, higher purchase intentions were found for hedonic perceived local brands among promotion-focused consumers while significant preferences were found for utilitarian perceived local brands among prevention-focused consumers. Conclusions: This research complements the literature about the potential psychological factors influencing PBL and contributes to marketers in developing effective marketing strategies and appropriate positioning decisions. Overall, this study has important theoretical and managerial contributions to international marketing, particularly in the context of the current recession.

• 복식문화연구
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• 제20권5호
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• pp.679-694
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• 2012

The purpose of this study was to develop a logo type for a new fashion brand and to present design cases that apply the relevant logo type to suggest an advisable direction for logo design. This study analyzed the logo designs of domestic and foreign fashion brands and used the data to develop a logo type for a brand name that reflects the concept of the newly launched brand, in addition to presenting the relevant design process and method. Besides a literature review, this study conducted case analyses of domestic and foreign fashion brand logos. This is an empirical study in which researchers developed a logo type and presented designs that applied it. The research results are as follows. The brand name of the new L Fashion brand in Korea is 'LEAY'. This study developed a logo using the initials L, E, A, and Y, each standing for life, love, and liberty; esteem, eternity; act, art; and youth. The Caslon type font, which evokes a casual yet modern sentiment, was used for the design. Cleats and zippers, which are decorative subsidiary materials used in labels, tags, shopping bags, clothing, and props, were applied in the design of the developed logo type. All design cases was produced into articles. The case of fashion brand logo design and development presented in this study implies that the development of fashion brand logos and the logo-applied product design must be tied to the launching and planning process; thus, logo development must be based on the brand concept in relation to the market entry strategy that satisfies both producers and customers.

• 복식
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• 제28권
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• pp.225-237
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• 1996

The product evaluation and purchasing behavior of US brand jeans have been studied. The intrinsic and extrinsic cues are usually adopted to interpret the purchasing decison making processes. Among extrinsic cues price and brand name have been studied exten-sively but country-of-origin has not been examined in Korea. With the liberalization of retail industry foreign brands are aggressively penetrating in Korean pparel market. Since the penetration of imported apparel has increased tremendously lately the consumer attitude toward foreign produced clothing has great importance. The findings of the study were 1) Price was the most important among extrinsic cues ex-cept quality. Brand name was more important than store and country-of-origin. 2) The country image had significant influence to the preference as apparel production country. 3) The evaluation and willingness to buy of the jeans were greatly influenced by the be-havioral charcteristics of consumer variables. 4) The model to predict the willingness to buy of the jeans has been developed.

• 유통과학연구
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• 제10권11호
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• pp.39-53
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• 2012

Purpose - This study identifies relationships amongst repurchase intentions, brand equity, and preference by applying VMD of fashion retail stores. The results would help coffee shop owners and coffee makers in devising an appropriate strategy for successfully managing coffee shops. Research design, data, methodology - The VMD model of a coffee shop includes harmony, trend, and attractiveness, while brand equity encompasses brand awareness, perceived quality, and brand image. In this study, the VMD factors of coffee shops, brand equity, and brand preference, are shown as independent variables, while repurchase intention is shown as the dependent variable. The study aims to ascertain the extent of the influence configuration factors of a coffee shop have on brand equity, brand preference, and repurchase intention. Regression analysis was used to verify the mediating effects of brand preference on brand equity and repurchase intention. The measurement items were already deemed as reliable and valid in the previous study, but some modifications were made for the purposes of this study. Questionnaires were distributed to 550 consumers on a national scale, and 517 consumers amongst these were finally used as a sample for analysis using the SPSS 17.0 statistical program. Results - First, amongst the VMD configuration factors of a coffee shop, trend, and attractiveness have a positive impact on brand equity (brand awareness, perceived quality, and brand image). Second, brand equity has a positive effect on brand preference. Third, brand preference has a positive effect on repurchase intention. Fourth, brand preference plays the role of a mediator in measuring the impact of brand awareness and brand image on customers' repurchase intentions. Conclusions - The theoretical implications can be summarized as follows. First, this study proposes a theoretical basis that can be adapted to the VMD configuration factors of a coffee shop by identifying the relationship between brand equity and coffee shops. This study applies the VMD factors to the coffee shops and presents a new research model by examining the relationships amongst VMD components of coffee shops: brand equity, brand preference, and repurchase intention. Second, it clearly establishes the relationship between brand equity and brand preference by identifying the mediating effects of brand preference, given that brand equity has a positive impact on repurchase intention. The practical implications are as follows. First, development of brand equity and management can be important components for coffee shops in determining that the VMD configuration factors of coffee shops have an impact on brand equity. Second, amongst the VMD configuration factors, attractiveness and trend have a positive influence on choosing coffee shops, therefore store atmosphere should be attractively designed, while the menu and interiors should complement each other and be reviewed periodically to conform to the latest trend. Third, VMD configuration factors that are confirmed are not easily changed. Fourth, large franchises and foreign companies have strengths in scale, locations, and brand. Fifth, the different ways of campaigning should be compared to those of large franchises and foreign companies in order to increase brand equity using VMD configuration factors.

• 복식문화연구
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• 제17권4호
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• pp.640-652
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• 2009

The purposes of this study were to provide information on customers for cosmetic companies to develop goods and promotion strategy by examining facial images of university women and their recognition level about cosmetics brand personality. The results were as follows; First, satisfaction level of university women with their lips and eyes was very high, while lowest in skins. Second, factors of brand personality of three kinds of foreign cosmetics brands and three kinds of domestic brands were sincerity, beauty, renovation, reliability and ruggedness. In beauty, reliability and ruggedness, they preferred foreign brands to domestic ones, while they preferred domestic ones in sincerity and renovation. Third, the satisfaction level with face had a statistically significant relationship to the importance of face and cosmetic brands, while the importance of face had to the beauty of the brand. In the interrelationship among facial images and the factors of brand personality, they had significant interrelationships, provided beauty and ruggedness, and reliability and ruggedness had no significant interrelationship.

• 한국식품저장유통학회:학술대회논문집
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• 한국식품저장유통학회 2003년도 제23차 추계총회 및 국제학술심포지움
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• pp.51-70
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• 2003

In recent years, Korean rice must compete with the rice of advanced countries under Doha Development Agenda(DDA) and free Trade Agreement(FTA). Therefore we should find more active and positive solution in rice industry according to the inncreasing power of international pressure. Increasing rice production was the most important policy during the past food-deficient days, but recently, with overproduction of rice, various circulation system by the brand(price)-differentiation should be settled in a recent market of Korea. Nowadays, some advanced rice farmers and Rice Processing Complex(RPC) managers developed new brands of rice with high-quality, adding healthy materials and environment-friendly farming methods. Therefore, the future strategy of making a new brand rice should be planned including selection of rice variety, cultural and post-harvest techniques, circulation and processing methods to compete against foreign rice. And environment-friendly farming is also recommendable for food safety and differentiate from imported rice. For the purpose of successful brand-rice, the following points might be considered. Firstly, selection of good quality rice and continual development of good variety must be conducted for the differentiation of Korean rice from foreign rice. Secondly, a special contract between producer and consumer with functional-rice, organic filming-rice, specific-rice will be recommendable. Thirdly, improvement of post-harvest management and milling system are necessary for the production of differentiated-rice. Fortunately, standard of inspection, rules of description for brand-rice must be developed by a more scientific examination in order to settlement of trust for consumer. Finally, provincial or regional-representative brand rice must be settled and conducted for the development of agreement market system between producer and consumer.