본 연구에서는 스포츠스폰서십 기업의 제품을 고관여 제품과 저관여 제품을 구분하여, 연구대 상의 특성에 따른 스포츠스폰서십 인지의 광고효과를 분석하고자 한다. 선정된 모집단을 대상으로 총 450 명을 표본대상으로 하여 설문지를 배부하였다. 회수된 438부의 설문지 중 불성실하게 응답했다고 판단되 는 12부의 설문자료가 제외되었으며, 총 426부의 최종 유효 표본 자료가 실제 분석에 사용되었다. 본 연구 에서는 PASW 19.0을 활용하여 빈도분석, 신뢰도 분석, 탐색적요인분석, 일원분산분석, t-test를 실시하였 다. 본 연구에서는 모든 통계치의 유의수준을 .05로 설정하여 다음과 같은 결론을 도출하였다. 첫째, 성별 에 따른 저관여 제품 및 고관여 제품 브랜드 효과 차이분석 결과 저관여 제품 및 고관여 제품 스폰서효과 의 모든 하위변수에서 통계적으로 유의한 차이가 나타나지 않았다. 둘째, 학력에 따른 저관여 지각된 품질, 저관여 스폰서 친숙 이미지 차이를 분석한 결과 통계적으로 유의한 차이를 나타내고 있다. 셋째, 저관여 지 각된 품질과 고관여 지각된 품질 차이 분석결과 통계적으로 유의한 차이를 나타내고 있다. 또한, 저관여 스 폰서 친숙 이미지와 고관여 스폰서 이미지 차이 분석결과 통계적으로 유의한 차이를 나타내고 있다.

This study investigates the effects of the type of advertisement, brand extension, and consumer innovativeness on the credibility of fashion advertisements. The factorial design is constructed as a 2(type of fashion advertisement: general vs. cross-media) × 2(consumer innovativeness: high vs. low) × 2(the type of fashion brand extension: similar vs. dissimilar) three-way mixed design in which consumer innovativeness is the between-subjects variable. Subjects of this study included 210 men and women in their 20s and 30s who resid in Seoul and had SNS experiences. Frequency analysis, credibility analysis, three-way ANOVA, and simple interaction analysis were conducted using the SPSS 20.0 statistics package. The results are as follows: First, the type of fashion advertisement had a significant effect on advertising credibility. Cross-media advertisements had a more positive effect than general advertisements on all of the dependent variables. Also, the type of brand extension and consumer innovativeness showed significant effect on advertising credibility and the interaction effect between the type of fashion advertisement and consumer innovativeness was significant. Lastly, the effect of different types of brand extensions on advertising credibility showed a significant difference according to consumer innovativeness. Thus, a marketing strategy using cross-media advertising is proven to be effective in gaining consumer trust for a fashion brand.

Exhibitions are becoming a new important marketing tool in the fashion industry. Consumer’s interest in the haute couture and arts is increasing in parallel to the increase of the need of museums to attract visitors. While many fashion brands have been holding exhibitions, very few studies have investigated the effectiveness of exhibitions. This study aims to obtain practical implications which can be applied to further exhibition marketing processes. To this end, the main goals of this study are thus as follows: (1) to analyze the fashion exhibition cases by categories; and (2) to examine customer satisfaction by the fashion exhibition types and to determine how customer satisfaction affects the brand image. In order to classify the fashion exhibition types, a total of 160 cases held in the last five years in all over the world were collected and the range was set to the B2C fashion exhibition practices. For quantitative analysis of the customer recognition, the survey was distributed to total of 309 participants. Each of respondents evaluated three stimuli therefore the nine stimuli were respectively evaluated by 103 people. As a result of our analysis, nine types of fashion exhibitions were derived by two criteria, namely, (1) the main purpose of an exhibition and (2) the contents of an exhibition. Most fashion exhibitions are held with the goals of aesthetics, sociability, and remembrance. Exhibitions display various fashion products, such as apparel, shoes, bags, and jewellry, fashion photography, as well as various artistic media, such as video, drawings, and installation arts. The nine types of fashion exhibitions were used as a stimulus to quantitatively verify the effectiveness of fashion exhibitions. According to the results of the statistical analyses, customer satisfaction and brand image were significantly different in the fashion exhibition type but the exhibition type does not directly affect the brand image. This study provides a better understanding of the growing influence of factors on the fashion exhibitions and extends the limited research area by verifying the response of fashion exhibition visitors on the marketing level. Moreover, our results provide practical implications for fashion brands to establish successful exhibition marketing strategies.

In the context of M&A, how to redeploy two corporate assets is one of important organizational tasks. Among tasks, the management of intangible assets – in particular of corporate brand name is a critical element reflects consumers’ response. There has been increasing interest in the role of corporate names in academic fields. However, little attention has been paid to the different name and symbol options on M&A types. No empirical research has yet addressed branding strategies between in-market and cross-market M&A from the individual customers’ perspectives of acquired company. This paper seeks to address the research gap, by exploring acquired company customer on brand identity options in the context of post merger. Specifically, it considers the degree to which name and symbol influence acquired consumer responses. Thus, 5(brand strategy: target-dominant brand name A, acquirer-dominant brand name B, acquirer-dominant synergistic brand name BA, target-dominant synergistic brand name AB or create new brand name C) × 2(M & A types: in market or cross-market) between subject experiment design was conducted. 494 undergraduate or graduate students are the subjects from a college. Questionnaires were collected by convenience sampling. The results show that: (1). Brand name redeployment strategy has significant effect on customers’ sovereignty deprivation and brand switching intention. (2). In in-market M&A type situation, target-dominant brand tend to outperform acquirer-dominant brand strategy in decreasing the degree of acquired company customers’ perceived sovereignty deprivation and brand switching intention when compared with cross-market M&A type. (3). In in-market M&A type situation, new brand tend to outperform acquirer-dominant brand strategy in decreasing the degree of acquired company customers’ perceived sovereignty deprivation and brand switching intention when compared with cross-market M&A type. (4). In in-market M&A type situation, acquirer-dominant synergistic brand strategy tend to outperform new brand strategy in decreasing the degree of acquired company customers’ perceived sovereignty deprivation when compared with cross-market M&A type. In summary, in in-market M&A type situation, acquirer-dominant synergistic brand is the best strategy and new brand name is the second best option in decreasing the degree of acquired company customers’ perceived sovereignty deprivation when compared with cross-market type situation. The results should guide managers regarding post-M&A branding strategies.

본 연구는 디지털미디어 시대 뉴 플랫폼 시장의 형성으로 폭발적인 성장을 하고 있는 브랜디드 콘텐츠 유형을 분류하여 콘텐츠노블티, 몰입, 적합성에 차이가 있는지 살펴보고, 브랜드 태도, 구매 의도 간의 구조적 관계를 살펴보고자 하였다. 연구 결과, 콘텐츠노블티와 몰입, 적합성은 모두 웹드라마, 뮤직비디오, 1인미디어 순으로 유의한 차이가 나타났다. 또한 콘텐츠 노블티, 적합성은 브랜드 태도에 유의한 수준으로 정(+)의 영향을 미쳤다, 반면 몰입은 브랜드 태도에 영향을 미치지 못하는 것으로 나타났다. 이러한 브랜드 태도는 구매의도에 정(+)의 영향을 미쳤다. 이러한 결과를 통해 브랜디드 콘텐츠를 제작하는 기업은 콘텐츠 자체로서 소비자들이 즐길 수 있도록 참신함과 즐거움, 공감을 불러일으킬 수 있는 웹드라마 형식의 콘텐츠를 제작하는 것이 마케팅 관점에서 유리할 것이라는 전략적 시사점을 제공하였다.

Purpose - This study focused on the attitude differences towards harmony-focused Ad and uniqueness-focused Ad, also those towards brand advertised in each of the two type Ads between self-construals. Research design, data, and methodology - Main survey was conducted online with the people in China, and collected 107 data through harmony Ad questionnaire and 109 data through uniqueness Ad questionnaire. Anova and t-test were used to verify hypotheses. Results - First, More positive attitude towards harmony-focused Ad and the brand in it there was at interdependent Chinese consumers than at independent Chinese consumers. Second, the independent Chinese consumers and the interdependent Chinese consumers did not form significant attitude difference towards uniqueness-focused Ad. However the independent Chinese consumers showed more positive attitude towards the brand in the uniqueness-focused Ad than the interdependent Chinese consumers. Conclusions - By highlighting the attributes of Chinese consumers' self-construal, to appeal to interdependent Chinese consumers, marketers should develop harmony-focused advertisement, and they should appeal to independent Chinese consumers by using uniqueness-focused advertisement. However the harmony might be pursued as the main content in the overall environment by Chinese people. Therefore it is necessary for the marketers to consider the harmony even when appealing them by emphasizing the uniqueness.

This study is conducted to verify existing differences in consumer attitude according to distributor type and PB product type. Pre-test was conducted for this study in order to select the distributor and to classify the product type, FGI was conducted with 10 graduate students of K university in Kyong-gi. This study survey housewives, office workers, and university students excluding the participants in the pre-test. In the final analysis, research hypothesis is verified through the data of 280 answers in Korea. This research is conducted with a factor design of 3 types of distributors –department store, discount store, convenience store-and 2 types of product –utilitarian product, hedonic product. To verify the hypotheses, ANOVA is carried out. Reliability test of each measurement variables, Cronbach α coefficient is used. For each analysis, SPSS Windows 15.0 statistical program is used. The findings suggest that First, according to the size and characteristics, distributors are classified into department stores, discount stores, and convenience stores and it is verified whether if there are differences in consumers' attitude (product attitude, brand attitude and purchase intention) by the effect of different distributors. Results showed that product attitude is statistically significant. Second, product type is classified by two categories according to whether the product seeks for practicality or emotional pleasure - Utilitarian product and Hedonic product. In this context, the result after verifying whether if there is difference in the attitudes -product attitude, brand attitude, and purchase intention - in accordance with the product types is shown that utilitarian products makes bigger difference compared to hedonic products. Third, it is confirmed that there is interaction effect between product attitude and purchase intention according to the distributer type and product type. However, we find that in terms of brand attitude, there is no interaction effect. The implications of this research is as the following. First, we propose the need of PB product development and marketing strategy, which considers the product types in accordance with the scale and features of each distributor. Second, PB products should break away from the simplicity of standardized products and consider the different features of distributors. Distributors will be in need of a strategy to build a compelling brand that can differentiate itself from other distributors. This will contribute to the improvement in reliability and formation of product value.