• The Journal of Asian Finance, Economics and Business
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• v.9 no.5
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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.

• The Journal of Information Systems
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• v.32 no.4
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• pp.163-188
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• 2023

Purpose The study examines the impact of the level of anthropomorphism (both in appearance and behavior) of virtual humans on user liking. It investigates whether this relationship is mediated by social comparison experiences, with the moderated mediation effect of users' desire for self-improvement. Design/methodology/approach A between-groups experimental design was employed to examine the impact of different levels of appearance(low/mid/high) and behavior(low/high) anthropomorphism on user liking of virtual humans. The experiment was conducted in an online environment, and participants were randomly exposed to one of six stimuli, which were Instagram-like posts. Findings The results indicate that as virtual humans become more anthropomorphic, they have a positive impact on user liking. However, once the level of anthropomorphism in appearance reaches a certain point (mid vs high), there is no significant difference in user liking. Users who perceive virtual humans as highly anthropomorphic tend to engage in more social comparison experiences, which positively affects their liking for these virtual humans. Conversely, individuals with a high desire for self-improvement found that the positive effect of appearance anthropomorphism on liking through social comparison experiences was reduced. The study extends the application of social comparison theory by examining its impact on influencer marketing with virtual beings. It provides valuable insights for the formulation of influencer marketing strategies using virtual humans.

• The Journal of Information Systems
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• v.22 no.1
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• pp.165-180
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• 2013

Using long-term panel data of OKCashbag, this study analyzes whether learning effect influencing in effectiveness of coalition loyalty program exists. We found that there is learning effect in the behavior of loyalty program customers, and discovered that learning effect appears more greatly in using (redeeming) behavior than accumulating behavior. The authors also found a long-lasting structural changes in the pattern of point redemption after a major marketing activities associated with the act of using points. The results of this research can contribute to suggest direction to the future researches to examine differences of learning effect according to demographic (gender, age, region, ect.) and transactional (frequency or scale in point accumulation and redemption etc.) characteristics.

• Korean Institute of Interior Design Journal
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• v.18 no.6
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• pp.20-27
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• 2009

This study aims to understand the consumer consciousness of the interior design by experiencing the interior space of the model house provided by the construction company. For this, the author investigated the spatial images about the apartment interior design and the satisfaction level depending on the experiential elements. Survey questionnaires were distributed to people who visited six model houses. Subjects were asked about the experience about the interior space of the model house. Their response to the experiential elements was analyzed with 5-point Likert scale and was computed as frequencies, percentages, and means. For the spatial image characteristics, adjectives were substituted for the image scales. As a result, the author found out the following: First, the interior space was commonly directed to the soft image, which was mixed with modern, noble, decent, dynamic and natural styles depending on the companies. The trend of each interior design basically had static, soft and vague images, and partially had two kinds of tendencies: the one was mild and natural, and the other was modern and elegant. Second, as the strategic modules of the experiential marketing, five experiential elements were investigated to find the satisfaction level through the model house interior space. The emotional element got the highest point followed by the cognitive element and the active element, while the sensible element and the relative element got the lowest point. Third, consumer response was generally positive toward the model house interior design provided by the construction company. It is necessary to make up for the design that can give an aesthetic pleasure with familiar images, rather than give a firm recognition about the design.

• THE INTERNATIONAL COMMERCE & LAW REVIEW
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• v.52
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• pp.73-96
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• 2011

The economic globalization has contributed the easy interchangeability of goods and services worldwide and consequently this tendency gives a great impetus to the expansion of exhibition Nowadays there is no dispute that the exhibition industry contains Export Marketing, Sales, Market Research and New product launching. This paper is trade show strategy use for export firms. Therefore, paper discusses theory of exhibition, character and utility. Moreover study to basic strategy of participate in Trade show Participate in Trade show strategies are several point. First, Trade show goal accord to firm's purpose. Second, Devise of trade show competition strategy. Third, Support of government and relevant agency. forth, Trade Show insurance.

• Korean Journal of Human Ecology
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• v.23 no.5
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• pp.941-955
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• 2014

A price discount is one of the effective marketing means to get business profitability in a short period of time. Recently most of the foodservice enterprises in our country utilize a variety of discount methods such as affiliated cards, point cards, discount coupons, social commerce and/or event discount as their marketing strategy. Therefore, this research aimed to investigate customer satisfaction about discount methods provided by the foodservice industry and explore the moderate effect of the discount methods between customer satisfaction and loyalty. For data collection, both of online and offline questionnaire surveys were carried out, and a total of 871 responses were analyzed. As results, the respondents showed high satisfaction with the discount methods, and the discount methods had a positive moderate effect between customer satisfaction and loyalty.

• The Journal of Information Systems
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• v.18 no.3
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• pp.375-399
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• 2009

In this study, we propose a integrated model of logistic regression, artificial neural networks, support vector machines(SVM), with case-based reasoning(CBR). To predict respondents in the direct marketing is the binary classification problem as like bankruptcy prediction, IDS, churn management and so on. To solve the binary problems, we employed logistic regression, artificial neural networks, SVM. and CBR. CBR is a problem-solving technique and shows significant promise for improving the effectiveness of complex and unstructured decision making, and we can obtain excellent results through CBR in this study. Experimental results show that the classification accuracy of integration model using CBR is superior to logistic regression, artificial neural networks and SVM. When we apply the customer response model to predict respondents in the direct marketing, we have to consider from the view point of profit/cost about the misclassification.

• Culinary science and hospitality research
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• v.9 no.3
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• pp.155-168
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• 2003

As people's interest about food service rises, curiosity about correct foodservice company's information is rising on own inclination and necessity than usual foodservice company. Full text search site that do to foodservice company hereupon is operated, it is becoming menu that do not fall in name of ' Eumsikjeomchatgi ' in a representative search site such as Yahoo, Empas, Hanmir and so on. But, is not beam margin battle array that these search engines find data that they want being applied perfectly in site FACE that is use up to now. Also, is looked that there is problem about practical use service and search. Because search effect of site by that investigate consumers' awareness and practical use turkey for foodservice company search site and diagnose present level, it is thing to grope improvement. This research may supply one suggestion point establishing by more effective marketing communication strategy through internet hereafter.

• Culinary science and hospitality research
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• v.14 no.4
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• pp.456-468
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• 2008

This paper analyzes how the service quality affects customer satisfaction and loyalty, focusing on a franchise restaurant company 'Wonhalmoney Bossam'. The result shows that store locations and food cost of the menu, as an additional quality formation factor, influence customer satisfaction and loyalty rather than the main quality formation factors. This study strongly suggests the marketing preparation of menu price and the choice of locations are most significant as an additional factor. Therefore, Korean food restaurants should develop their marketing strategies from the customer's point of view, and reasonable price setting and menu selection with appropriate location will create customer satisfaction and revisit.

• Proceedings of the KSR Conference
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• 2005.05a
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• pp.971-978
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• 2005

21century world is changing by leaps and bounds and this among one of new issue ready front environment be. Specially, the human social economy enemy, current of change is already happening even if there is in traffic industry that back activity. That is, point that railroad has competitive power and comparative advantage than other transportation until transportation system construction that is environment-friendly as part of country comparative power strengthening is embossed newly. On this time, railroad reached time that environment management that it is applied that is environment-Paradigm over management whole as well as field of technology such as construction and rolling stocks is necessary. This paper wishes to grope plan that introduce this in railroading hereafter by examining necessity introduction in railway operation through environment marketing example. It must go to Ready front Green-railway.