• Asia Marketing Journal
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• v.7 no.3
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• pp.29-51
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• 2005

The present study extends Alden et al.'s (Alden, Steenkamp, and Batra 1999) study of cultural brand positioning through advertising, in which global cultural positioning is distinguished from foreign cultural positioning and local cultural positioning. The present study explores differences in the brand personality between global cultural positioning ads and local cultural positioning ads and investigates the effect of each type of cultural positioning strategy on the brand attitude. A content analysis was conducted for the Chinese print advertisements of Korean brands in order to examine the brand personalities developed by each type of cultural positioning strategy. Substantial differences in the brand personality were not found between the cultural positioning strategies. An experiment was conducted using Chinese consumers in order to test the effect of the cultural positioning strategy on the brand attitude. The global cultural positioning was found to be more effective than the local cultural positioning in general, and the Korean cultural positioning was found to be more effective than the local cultural positioning only for the younger consumers.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.15 no.8
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• pp.5207-5212
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• 2014

City image improvement is very important, particularly in city tourism development because tourism depends on image. Some cities have made efforts to develop a positive city image with local festivals. The purpose of this study was to assess the tourists' satisfaction of local festivals. First, the city image was focused on three factors; city satisfaction, experience and convenience. Second, the city image was influenced significantly by city satisfaction and direct or indirect experience. These results show that effective strategies are needed for the successful IT implementation in local festivals. The use of mobile applications and GIS-based sensors provide local festival information for tourists who receive information, Finally, a well made city image combines city identity and originality, which will attract many tourists and visitors.

• The Journal of Economics, Marketing and Management
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• v.8 no.4
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• pp.13-25
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• 2020

Purpose - This study is aiming to provide policy makers with new insights to promote the consumption of locally-grown produces in the HMR industry by exploring what kinds of policies Japan, UK and Italy have developed. Research design - After introduction, the research starts to review the existing literature related to the promotion of local produce consumption, and then, compares the policies introduced by the above countries. Finally, the authors draw conclusions on the basis of research findings. Results - Firstly, central government has to collaborate with local authorities to promote local food consumption in the HMR industry. Secondly, countries have strengthened food label system to enhance local food consumption, in terms of country of origin. Thirdly, all of nations has highlighted food safety to protect customers. Fourthly, the government has created the business environment forcing HMR operators and retailers to follow the government's policy. Fifthly, it is necessary to support the social communities to enhance their social responsibility, from the government's point of view. Lastly, the social responsibility and the ethical administration of retailers should be sustainably strengthened by social atmosphere. Conclusions - In line with the growth of HMR products, governments have to make a considerable effort to develop innovative methods to promote local food consumption in the HMR industry.

• The Journal of Economics, Marketing and Management
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• v.12 no.2
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• pp.19-26
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• 2024

In recent years, entrepreneurship has become a significant movement in Vietnam. Vietnamese youth has paid more attention on entrepreneurship. Local brand fashion is currently booming in Vietnam. Many young Vietnamese choose to start up in local brand fashion. Vietnamese government has show strong commitment to support entrepreneurial movement among young people. Purpose: The research focused on assessing the determinants of entrepreneurial intentions in local brands fashion in Vietnam. Research design, data and methodology: The sample size consist of 293 young Vietnamese who are passionate on starting up their business in fashion. The research method employ Exploratory Factor Analysis (EFA) and SPSS software is used to analysze the collected data. Data collection involved a mixed-methods approach, combining surveys and case studies. Results: The research findings confirm the determinants of entrepreneurial intentions in local brand fashions are Attitude towards behavior, Subjective norms, Cognitive behavioral control, Entrepreneurship education, and Capital. Conclusion: The study not only delved into the influencing elements for starting a business but also examined the current landscape of the youth-oriented local fashion brand market. Managerial implications are provided to promote entrepreneurial intention among young Vietnamese in fashion industry. Limitations and further research are also discussed to provide recommended research directions for future studies.

• Journal of Urban Science
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• v.12 no.1
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• pp.35-48
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• 2023

Recently increasing in marketing or policy decision is the trend of reflecting big data, which, however, has yet to be used directly for the location analysis of public facilities in terms of urban planning. This study examined how the local currency big data, issued often recently by municipalities throughout the country, can be used for the decision-making to select the location of public facilities more rationally. It is such an interesting attempt to acquire the big data of local currency payments by local residents and directly apply it to analyzing the location analysis of public facilities they use. The big data of local currencies which are issued by most municipalities now in Korea will continue to extend its role as the public data. Relatively easily available for municipalities with low cost, it is expected to be used for various policy decisions in future. Although the analysis of big data can make more accurate results than conventional survey methods, however, local residents' participation should not be scaled down in policy decisions. Rather, they should be given the findings of this kind of scientific survey so as to extend the citizen-participatory decision-making model.

• Journal of Digital Convergence
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• v.16 no.12
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• pp.1-10
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• 2018

For local festivals to be successful, it is important to cooperate with various entities and effectively utilize festival-related resources. Recently, many efforts have been made to improve the operation and management performance of local festivals in Korea, but systematic management and IT support have been insufficient. In this study, the factors affecting the IT governance of local festivals were derived through a literature review and the relationship to the festival performance was analyzed empirically. A survey was conducted with local festival organizers and stake holders, and the research model was verified using the regression analysis with total 109 samples. According to the results of the analysis, it was confirmed that marketing, processes and service management have a significant effect on festival performance within IT governance. The effect of festival performance on resource management was not statistically significant. This study demonstrates that the systematic operation and management of local festivals using IT governance is necessary for local festivals. It will be more meaningful if further study discuss the IT utilization guidelines and success cases through the innovative use of IT for local festivals.

• Journal of the Korean Mathematical Society
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• v.61 no.3
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• pp.495-513
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• 2024

In the paper, we show that for a generic C¹ vector field X on a closed three dimensional manifold M, any isolated transitive set of X is singular hyperbolic. It is a partial answer of the conjecture in [13].

• Journal of Korean Society of Forest Science
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• v.104 no.2
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• pp.319-331
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• 2015

The marketing system of non-timber forest products has been criticized as it mainly depends upon private local dealers, having too many steps between producers and consumers, we believe, which makes it less efficient. Meanwhile, there were only a few empirical studies of how they are delivered to consumers. In order to devise and implement targeted forest policies efficiently, it is quite necessary to understand the distribution channel of them. We analyzed the distribution channel of chestnut, bitter persimmon, oak mushroom, and wild greens by data analysis, field and phone survey, and then drew an implication for improving the marketing system. First of all, the number of middle step has to be reduced and the direct transaction has to be expended. In addition, we need to have more active involvement of Forest cooperative in production sites, adding values by processing, and the upgrade of current marketing centers of non-timber forest products, which have been launched since 2004 by Korea Forest Service.

• The Journal of the Korea Contents Association
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• v.21 no.1
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• pp.383-393
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• 2021

This paper analyzed the marketing success factors of the Chinese musical , which entered the world musical market for the first time in the history of Chinese musicals, and investigated the positive effects of the success of on the development of Chinese musicals. First, five important elements of musical marketing were determined as the analysis criteria and through this, we were able to derive that the marketing promotion was achieved by establishing a systematic strategy in the techniques of 'positioning', 'ticket promotion', 'PR strategy', 'producer', 'OSMU' as the success factors of the musical . The case of in Chinese musicals can be regarded as the first successful case by professional marketing. Due to the results of these achievements, the Chinese government and local musical support systems were established, and in recent years, Chinese musicals have been qualitative. It has been confirmed that Chinese musicals are growing rapidly in recent years in terms of quality and industry. It is expected that more academic studies related to Chinese musicals will be conducted through this study, and it is the purpose of this study to be used as a material that can contribute to the creation of Chinese musical with evenly high workability and productability in the future.

• Journal of the Economic Geographical Society of Korea
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• v.25 no.1
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• pp.87-107
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• 2022

This study aims to understand the possibility of small city marketing strategies using B-grade cultural contents. This research focused on the case of Chungju City which applied B-grade cultural contents to city marketing. The process using B-grade cultural contents to small city marketing was investigated and hash-tags and comments on social media were coded and analyzed based on grounded theory. Also, the details were examined through in-depth interviews with the local government official in charge. The result has shown the characteristics of B-grade cultural contents describing the differences from the original B-grade culture as subcuture. First, publicity materials showed the characteristics of general B-grade culture such as retro, puns, and escape, showing the process of communication/participation/empathy. Second, improbability, intertextuality, extensibility, subversiveness, and authenticity were the five main factors for responses and empathy from the audience. Third, the ripple effect was formed through the simple narrative structure of 'intro-conclusion'. Finally B-grade cultural contents of Chungju showed new possibilities for sustainable small city marketing through the formation of new cultural assets.