• Journal of Fashion Business
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• v.15 no.5
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• pp.87-102
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• 2011

The research intends to exploit a strategy method of personal branding improving a personal value for construction of a personal image. As an assessment, the model of construction strategy of personal branding is developed in four steps of a model, construction of personal branding, by using elements of personal image and researching about personal branding strategy of scholars. In order to substantiate a validity of presented model, the case analyses of Martha Stewart. The strategy of four steps for construction of effective personal image is explained below. First step is an analysis of personal brand equity, deciding a direction of the concept of a personal branding through analyzing into a core value and core competence of one. Second step is a personal brand identity, constructing personal specification and identity with elements of personal image by using effective strategy, being able to be perceived to population. Third step is a personal brand positioning, constructing competitive brand image by using analysis of SWOT and strategy STP. Fourth step is a promotion of personal brand, advertising and extending a brand image of one by using a public activity and communication methods such as publication, mass media, and social network. By using the four kinds of processes, constructed strategy of a personal brand will be significant for construction of an effective personal image by having increment of a value and power of the brand.

• Journal of Contemporary Eastern Asia
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• v.12 no.2
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• pp.49-59
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• 2013

Social media such as Twitter and Facebook have become popular. In the age of social media, many people have become more active online. For example, about half of all global active Internet users are on Facebook (Perry 2012). Personal branding is a very important strategy to build on an individual's strengths, and this kind of branding is expected to contribute to self-actualization. Therefore, the presence of mentors who advise users to discover their own strong points for self-actualization is necessary. In this paper, we propose a personal branding support service, Mentors, which connects mentors and mentees. The core concept is: "Everyone has the face of both a mentor and mentee." The key function is sharing stages of self-analysis in human life design: Determining value, creating a mission, and forming a strategy. From this function, a good match between a mentor and mentee can be found. The program aims to improve human life by understanding the client's strengths and using social media effectively. Future work includes launching Mentors and evaluating its service.

• Asian Journal for Public Opinion Research
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• v.8 no.4
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• pp.453-477
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• 2020

This research is a combination of qualitative and quantitative methods. It analyzed reputation factors for the personal branding of journalists in Thailand. Research tools were in-depth interviews and an online questionnaire with 33 variables. Eleven journalists and informed sources were interviewed. A total of 1,262 survey respondents were divided into three groups including 586 recipients, 416 news people, and 260 academics. Data were analyzed using content analysis and factor analysis. It was found that the reputation factors for the personal branding of journalists in Thailand consisted of 1) the professionalism in rich and reliable news reporting, 2) the ability to use communication technology that increases prominence and career opportunities 3) the social responsibility in reporting news events, 4) the key opinion leaders who speak up for people to monitor in the government for peace in society, and 5) the use of experience in developing news reporting capabilities.

• Journal of the Korean Society of Costume
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• v.62 no.4
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• pp.58-68
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• 2012

Personal image concerns a person's talent, expertise, as well as the internal and external image. It is a core value that differentiates one individual from another. As personal branding via personal image management has become more important, there is a fast-growing number of online systems that provide self-test programs to analyze one's style and habits and also provide expert advice for not only styles but lifestyles as well. This study develops a systematic and objective personal image consulting system and offers basic information for the research of personal image making. For that purpose, the study attempts to examine the present state of global companies that use online image consulting programs and analyze their digital content. The results are as follows: 1) two domestic companies, Colorz and Atzine, and seven foreign companies, notably Covet and Boutique, were brisk in business; 2) two types of personal image-diagnosis programs - Visual search and Virtual matching - are now in operation; and 3) mobile applications exist as an evolved personal image-diagnosis program. With an increased interest in such programs, various companies at home and abroad are establishing systematic and scientific analysis systems, which are needed for personal image-making online. Under these circumstances, domestic companies are also urged to enhance levels of image-diagnosis content and actual commercialization and utilization, to develop programs that enable objectified, systematic personal image-making. To this end, the results of this study may serve as a helpful tool to consider future directions.

• Journal of Korea Society of Digital Industry and Information Management
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• v.6 no.1
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• pp.159-167
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• 2010

We research a competitive advantage of telecom bundling package of three mobile telecom company by figuring out utility that consumers perceived and focused on mobile telecom and high speed internet in one bundled package. As a method, conjoint analysis was applied. And in conclusion, consumers considered retaining mobile telecom company as the most important factor to them and branding as the following important one when one bundled package of telecom service is provided in total market. When the market is divided into two submarkets and the second largest submarket is analyzed personal bundled package was most important and three year agreement with a stipulated discount has the highest utility. As a result of this analysis, mobile telecom company managers need to organize bundled package after consideration of their current position and brand power in the market, and then devise proper market strategy

• Archives of design research
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• v.20 no.1 s.69
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• pp.133-142
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• 2007

Unlike face-to-face communication, text-based communication by digital media has limitations that non-verbal elements are eliminated and social presence decrease. To overcome this problem, people try to find solutions which visualize emotion and situation by using emoticons, icons, computer language and so on. As most SMS users experience the failure of using emotions on the mobile phone, they need to make up for this point. In this study, we conducted research on the recent mobile fonts situations and surveyed users' perception on SMS fonts as to suggest solutions of expressing and visualizing emotions on the mobile phone, a representative media of personal communication. As a solution of reducing the failure, we conducted a survey on users' perception about fonts and the capability of the expressing emotions by fonts. The survey found that mobile fonts can be used as a method to express human emotion. As a finding, the shape of the font can be used as a method to visualize the emotion through text messaging. In future studies, such a method can be applied to variety of different personal media with the communication method based on text. Those studies can propose different usage for fonts in communication.

• Fashion & Textile Research Journal
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• v.20 no.1
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• pp.22-33
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• 2018

The aim of the research study is to carve sustainable business strategies for the fashion communities in Ethiopia and Ukraine which are suffering today due to ever-increasing share of fast fashion consumerism. Fashion houses and international brands propagandize sustainability and consumption for better consumer base, where as originally sustainable local-based craftsmen still stay in the shade. Four communities/local designers are selected from the countries through the method of purposive sampling. Qualitative analysis is the basis of the research as we performed personal interviews and in-depth analysis of the communities to diagnose the problems and subsequently devise the solutions. In this research, we have studied and analyzed the problems faced by hereditary communities and ethnic designers in small and medium scale enterprise sector from two emerging economies. After the grounding the difficulties faced we advised strategies for sustainable future growth to the companies. The current academic literature on small and medium scale enterprises highlights the problems and solutions for general industry sectors. This paper brings attention to fashion communities and designers who promote national heritage and are struggling to survive in emerging economies due to industrialization and globalization. Moreover the comparison of the two geographies is unique in nature.

• Journal of Fashion Business
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• v.21 no.6
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• pp.122-138
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• 2017

Shopping malls in Korea have grown in size and number, and their one-stop convenience has expanded to include various retail stores, service outlets, and entertainment providers. This study closely examines the shoppers' experience in a shopping mall. Using the photo elicitation interview (PEI) method, this study aims to provide deeper understanding of the subjective perceptions and context of shopping mall users. Ten shopping mall users participated in this study. They visited a shopping mall and took photos from their points of view about the shopping experience, and later participated in a personal interview. Convenience, excitement, relaxation, and socialization are the major themes of a pleasant shopping mall experience. Crowdedness and ineffective store design are the major themes of an unpleasant shopping mall experience. Core contents of each pleasant and unpleasant theme are presented. Given the current retail environment where shopping malls are continuously expanding, understanding the behavior and perception of consumers related to shopping malls is important in designing and providing a compelling experience in shopping malls.

• Culinary science and hospitality research
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• v.15 no.3
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• pp.179-196
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• 2009

As consumers are more conscious about the preferred traits and branding in restaurant selection, restaurant practitioners are getting more interested in the traits which constitute and influence consumers' brand association. Dining selection is known to be a complicated psychological process that consumers undergo, incorporating social and cultural values, personal tastes, and other psychological factors. This study was designed to investigate the specific non-food traits perceived by consumers in fine restaurant selection. Also, it prioritized those examined traits. Building on exploratory qualitative research, results from 11 interviews through focus group sessions were utilized in data analysis. Content analysis of the interviews enabled categorization of the associations. The categorized variables were utilized for empirical data analysis of conjoint analysis. First, the results suggested five superior traits such as atmosphere, price, customer relations, employee competence, and convenience of systems in fine restaurant brand association. Second, they were prioritized in the order of atmosphere, price, consumer relations, employee competence, and convenience. Finally this study provided practical implications for fine restaurant professionals in linking consumers' psychologically networked traits to brand selection.

• Journal of Distribution Science
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• v.9 no.1
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• pp.5-15
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• 2011

Research regarding corporate associations in marketing has generally been approached using the association theory. However, limited research investigates the effect of corporate associations on consumer loyalty to individual brands by examining the role of self connectedness with a corporate image. The activation of behavior-related constructs can influence individuals' behaviors without their intention or conscious awareness. A recently developed body of research suggests that self connection can play an important role in affecting subsequent behaviors. Although these effects have received considerable attention, the set of mechanisms involved in self connectedness and loyalty to individual brands is not clear. An active self account in which associative constructs can affect behavior by temporarily altering the active self-concept may lead to behavior or evaluation. If the exposure to a corporate brand can induce consumers' cognitive associations and goal-primed effects through the role of active self accounting, the connectedness between the consumer's self and the corporate brand could be developed and this connectedness could be explained by associative and connection models and the goal priming theory. Therefore, this study investigates the influence of corporate associations on loyalty to individual brands through connections between the corporate and the consumer's self. There are three main purposes of the research. First, theories regarding corporate associations will be explored. Second, theories of self-concept will be investigated and self connectedness with corporate brands will be explored. Third, the effects of the connectedness between the self and the corporation on corporate identification and loyalty to individual brands will be investigated. For the purposes of this research, the types of corporate associations are classified into corporate ability (CA) associations and corporate social responsibility (CSR) associations. Furthermore, the connectedness between the consumer's self and the corporate image are divided into two concepts: the connectedness between the individual self-concept and the corporate identity and the connectedness between social self-concept and the corporate identity. This study suggests the hypotheses that the types of consumer self connections with the corporate image could vary according to the types of corporate associations created and further that the connectedness between the corporate association and the consumer's self-concept have positive effects on loyalty to corporate individual brands. The results of testing these hypotheses are as follows. First, corporate ability associations enhance the connectedness between the consumer's individual self and corporate brands. That is, corporate ability associations influence individual connectedness between the corporate and individual self-concept positively from the viewpoint of the consumer's personal ability and branding success. In addition, corporate social responsibility associations have a positive effect on social connectedness between the corporation and the consumer's social self-concept. Second, the connectedness between the corporate brand and the consumer's self-concept affects identification with the corporation. The consumer's personal self and social self connectedness induces corporate identification. Third, individual self connectedness has a positive effect on loyalty to corporate individual brands, while social self connectedness does not. This also means that individual self connectedness with the corporate image or brand plays a more important role in forming individual brand loyalty than social self connectedness with the corporate does. In addition, social connectedness cannot influence individual brand loyalty until it passes through identification with the corporate. Fourth, consumers who experience identification with a corporate identity also show positive responses to corporate individual brands. That is, consumers also develop loyalties toward individual brands through the corporate identification because self-pursued goals that are induced by corporate associations can be achieved by consuming the individual brands that are sold by the corporate that the consumers identify with.