• 한국콘텐츠학회논문지
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• 제13권12호
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• pp.986-994
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• 2013

본 연구는 주요 광고효과모형을 검토하여 광고효과의 발생과정에 대한 광고계의 주류적 인식을 살펴보고, 이를 통하여 광고효과 연구의 한계점과 해결방안을 제시하고자 한다. 문헌연구 결과, 기존의 광고효과 연구는 설득커뮤니케이션의 패러다임 안에서 브랜드태도의 변화에 초점을 맞추어 왔으며 광고효과의 다른 측면은 심도 있게 논의하지 못하였다는 점을 밝혔다. 저자는 급변하는 광고매체환경 속에서 브랜드태도 변화와는 구별되는 새로운 광고효과 연구의 필요성을 제시하고 특히 저관여모형에서 강조하는 브랜드 인식의 틀 제공, 브랜드친숙성, 브랜드현저성의 제고와 같은 보다 다양한 변인에 대한 학문적 관심이 필요하다는 점을 주장하였다.

• 한국소음진동공학회:학술대회논문집
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• 한국소음진동공학회 2005년도 추계 학술대회논문집(수송기계편)
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• pp.174-179
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• 2005

In automotive engineering, the brand sound is one of the important advantage strategy in a car company. For the design of brand sound, the selection of descriptive word for a car sound is one of major works in automotive sound quality research. In paper, booming sound and rumbling sound, which are professional words used by NVH engineers are used for the design of brand sound. We employed sound metrics which are the subjective parameter used in psychoacoustics. According to most research results, the relationship between subjective evaluations and sound metrics has nonlinear characteristics and is very complex. In order to link these subjective evaluations to sound metrics, the artificial neural network technology has been applied to two-dimensional sound quality index for a passenger car. These indexes is used for 46 passenger cars, which are samples of famous cars in the world. Also the preference in car sounds is evaluated by the trained NVH engineers. We coupled this preference with booming and rumbling sounds by using artificial neural network. In future, the two -dimensional sound index and preference index are very useful fur the development of brand sound in passenger cars.

• 한국조리학회지
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• 제13권3호
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• pp.137-147
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• 2007

This study aims to provide the preliminary information for developing a local marine product brand of Busan by investigating consumers' preference and behavior when they choose marine products. The results of the study confirm the importance of branding local marine products. Subjects think a brand of marine products plays an important role in their choice of marine products and has positive relationships with credibility, taste, price premium of products. The results also show that consumers' satisfaction with a marine product brand can be significantly influenced by its taste, package design, and price. When asked about developing a new Busan marine product brand, more than 80% of subjects answer that they are likely to purchase its products and even more respondents think developing a brand has a positive impact on the economy of Busan area.

• 한국소음진동공학회논문집
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• 제16권5호
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• pp.457-469
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• 2006

In automotive engineering, the brand sound is one of the important advantage strategies in a car company. For the design of brand sound, the selection of descriptive word for a car sound is one of major works in automotive sound quality research. In this paper, booming and rumbling sound, which are professional words used by sound and vibration engineers are used for the design of brand sound. We employed sound quality metrics, which are used in the psychoacoustics. By most research results, the relationship between subjective evaluations and sound quality metrics has nonlinear characteristics. In order to correlate these subjective evaluations with sound quality metrics, the artificial neural network technology has been applied to two-dimensional sound quality index for a passenger car. These indexes are used for 46 passenger cars, which are samples of the famous cars around the world. Also a preference evaluation for car sound was carried out by sound and vibration engineers. We coupled this preference with booming and rumbling sounds by using artificial neural network. In future, the two dimensional sound and preference index will be very useful to develop brand sound in passenger cars.

• 한국의류산업학회지
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• 제22권4호
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• pp.413-431
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• 2020

Luxury fashion brands have begun to aggressively introduce art to justify inherent values such as tradition, craftsmanship, and exclusivity that make it difficult for luxury brands to uphold awe-inspiring atmosphere. Artification refers to a process in which non-artistic factors are transformed into art or artistic category under the influence of artistic thoughts or actions. In addition, the consumption space provided by brands have become important as the importance of substantial shopping experience has increased. Especially, since the artification is actively utilized in flagship stores in the communication interface with consumers. This study uses a literature review and case studies to typify and derive the meaning of the method for artification at a flagship store that effectively conveys brand identity and value. The types of artification at a luxury fashion brand flagship store are divided into pursuing brand permanency and maintaining brand exclusivity that also provides a new value of permanency like a work of art to a luxury fashion brand. Basic values, such as scarcity are declining, reviving and justifying the value threatened by the popularization of luxury.

• 한국실내디자인학회:학술대회논문집
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• 한국실내디자인학회 2008년도 춘계학술발표대회 논문집
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• pp.82-85
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• 2008

A cosmetic shop in a department store is the best place in Korea's cosmetic market flow that shows the total image of each brand. The present day departmental cosmetic shops are centered around global brands and comparative brand power is competing with a small number of local brands. It is a fact that not only regarding the brand power of local brands but also the space design of their shops are different than the global brands. And, influenced by a modern society, culture, economic surrounding, the customers are getting original and individual. Their individualistic life style is demanding a shop environment with new concept. Such a sale environment is not for just product sale and a place where exchange economy of sale occurs. It is requisite for communication where total marketing strategy Is used In an active way. We must acknowledge it as a symbolic place being the ultimate site of customer oriented exchange economy showing the image of both product and the company. The aim of this plan is to set up a sale environment that will enhance the brand awareness and product value. We intended to provide purchase comfort and visual effect to the customer simultaneously with an Increase in customer attention by putting in the appropriate design requisites as per the brand specialty and by the application of a distinguished S.I.P (Store Identity Program) for the shop.

• 디지털산업정보학회논문지
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• 제18권3호
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• pp.97-110
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• 2022

The case study looks into the case of the "extreme" market segmentation strategy of company L with its top luxury windows and door brand "Lonchel". Company L has long enjoyed a leading position in the Korean windows and doors mass market. However, it went against their already well-established flagship brand and created a completely new one called "Lonchel", pursuing an extreme market segmentation strategy focusing on the small niche market of highest-income customers exclusively. The strategy has turned out to be successful and the company has gained long-lasting competitive advantages. In this vein this study analyzes the market environment in which the top-tier brand "Lonchel" appeared, the concept of the extreme positioning and the smallest viable market, the characteristics of target customers, the company's analysis of and response to them, and the analysis of products to meet their needs. The brand operation plan and promotion will be also reviewed. Through this, we intend to draw implications related to the extreme positioning strategy that a company may pursue in a target market of small groups of people.

• 유통과학연구
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• 제21권3호
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• pp.25-36
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• 2023

Purpose: Brand community in higher education institutions comes up as an important topic to be discussed because the relationships among consumers can support the institutional brand and ultimately give meaning and vitality to the market-oriented strategy. This study aims to investigate how the literature on brand community in higher education have been distributed in research trends, theoretical frameworks, and methods. Research design, data and methodology: A total of 24 articles were organized from four reputable international databases. Content analysis were performed followed by synthesis toward potential directions and suggestions. Results: The researches in this area have increasingly focused on online interaction. Social identity theory and relationship theory were the two most prevalent theories used. Since the internet provides any social relationship with a specific relationship to form the brand community, its contextualization in higher education resulted in new concept implementation. Conclusions: The relationship within online participati on has impacted the market-oriented strategy of higher education in searching for ways toward a long-term and enduring bond among students, alumni, institutions and brands. As there is a plenteous prospect of data availability combined with big data analysis technology, the online participation will pique the interest of scholars to conduct further research on it.

• Asia Marketing Journal
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• 제16권1호
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• pp.229-241
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• 2014

In 1997 the Asian Foreign Currency Crisis hit Korean shores. In its wake, Korean consumers demanded cost-saving solutions which will increase both the use-life and the fuel efficiency their vehicles. Bullsoneshot's effects include increases in gas mileage as well as cleaner cylinders, intakes and exhaust valves, the product was welcomed by an explosive demand from people driving older cars in an adverse economy. The history of Bullsone can be categorized as two major stages. The First stage is lunching era of "Bullone Shot" following competitor brand. The second stage is extension stage of brand and line based on Bullsone's positive brand equity. Mr. Hyun Woo Shin, formal CEO of OXY inc. and also formal vice president of OCI (Oriental Chemical Industries) take charge of New CEO of Bullsone. He energetically push the Bullsone's family brands and got a desirable results. He also setup ambitious goal : reach 100bn KRW in gross sales within 3 years. "Ripping itself free from 30~40 bn KRW sales range in which the company has stagnated in the last 10 years, Bullsone intends to be aggressive enough in marketing to reach 150 bn KRW in sales in 2013, and reach 700 bn KRW by 2018." This is the goal iterated by Bullsone's top executive team.

• 스마트미디어저널
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• 제13권1호
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• pp.67-75
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• 2024

최근 검색사이트의 인공지능 기반 제품 추천 서비스의 도입이 늘어나고 있는 추세이다. 본 연구는 인공지능 기반 제품 추천에 대한 소비자의 반응 및 광고효과를 이해하고자 브랜드의 특성과 소비자 성향에 따라 AI 상품추천에 대한 소비자의 반응이 어떻게 달라지는지 연구하였다. 본 연구는 대학생을 대상으로 실험연구를 진행하였으며 브랜드 명성(높음 vs.낮음)과 비교성향수준(높음 vs.낮음)이 AI가 추천한 상품의 브랜드태도 및 구매의향에 미치는 영향을 검증하였다. 본 연구 결과 브랜드 명성과 비교성향 수준은 AI가 추천한 상품의 브랜드 태도에 영향을 미치는 것으로 나타났다. 본 연구의 결과는 AI 상품추천 서비스에 대한 소비자의 반응을 보다 세부적으로 이해하고 효과에 영향을 미치는 잠재적 요인들을 검증하였으며 AI를 활용한 서비스 전략 수립에 유용한 시사점을 제공하는 데 의의가 있다.