The purpose of this research was to find out types of consumers for low price cosmetics in domestic market. And on the presumption that there would be differences on impact of brand image and brand loyalty depending on types of consumers, this study started from the possibility of establishing marketing strategy from the standpoint from such difference in types of consumers. Accordingly the classified types of consumers were presented on the basis of similar research data and data published in relevant professional literature. Analysis was undertook on kinds of impact of brand image, brand satisfaction, brand sense of identity and brand attitude which were constituent elements of brand assets on brand loyalty. Analysisshowed that causative relationship between constituent elements of branch assets is different depending on types of consumers. Result of this study suggests that there is a certain need for reviewing types of consumers in order to heighten level of brand loyalty in connection with strategy for low price cosmetics brand marketing in domestic market.

The purpose of this study were to examine the effect of consumer-brand relationship of fashion luxury product on brand loyalty and the mediating effect of consumer satisfaction. The questionnaire developed through the literature search and a survey was conducted both in on-line and off-line questionnaire simultaneously. Finally 227 data from women who had a buying experience of fashion luxury products were analyzed using frequency, factor analysis, ANOVA, t-test, regression analysis by SPSS for WIN program. The results were as follows. First, the consumers' brand identification was composed of three factors; self-connection, interdependence, attachment. Second, the consumer- brand relationship significantly influenced on the brand loyalty. Third, the consumer-brand relationship significantly influenced on the consumer satisfaction. Fourth, the consumer satisfaction significantly influenced on the brand loyalty. Fifth, the consumer-brand relationship had both direct and indirect effects on brand loyalty mediated by consumer satisfaction. The results indicated that causal relationship was existed among these three variables.

The objective of this article is to examine Korean consumers' perception level of the country-of-origin of brand (COB) of global restaurant franchises. Although global brands have rushed onto the Korean food service market since 1980, there has been little or no research conducted regarding consumers' perception of COB of global restaurant franchises. In this study, we surveyed consumers to determine their perception of COB for 27 foreign global restaurant brands; specifically, we attempted to determine whether or not Korean consumers could correctly recognize the COB of each brand. The results of this research revealed that Korean consumers correctly perceived the COB of certain restaurant brands, and incorrectly perceived some other brands. For instance, Korean consumers' perception level of the COB of McDonald's and KFC were quite high, and conversely their perceptions of the COB of Outback Steakhouse and Pohoa were relatively low. When consumers select a restaurant brand, COB image was shown to be more influential than brand image.

디자인에 대한 중요성에도 불구하고 제품디자인에 대한 소비자의 행동적 반응과 관련된 연구는 상당히 부족한 실정이다. 특히 제품디자인에 대한 소비자의 심리적 반응에 대한 실증적 연구는 매우 부족하다. 따라서 제품디자인에 대한 반응과 브랜드 이미지나 브랜드 자산간의 관계에 대한 이해가 매우 제한적이라 할 수 있다. 본 연구는 제품 디자인에 대한 소비자의 심리적 반응을 통해 형성되는 디자인 이미지가 브랜드 이미지와 브랜드 자산에 어떠한 영향을 미치는지를 두 가지 제품 범주(효용제품과 상징제품)를 이용하여 검증하였다. 연구결과 두 가지 제품 범주 모두에서 제품 디자인 이미지는 브랜드 이미지에 긍정적인 영향을 미치는 것으로 나타났다. 또한 상징적 제품에서 디자인 이미지가 브랜드 자산에 영향을 미치는 것으로 나타났다. 그러나 효용 제품의 경우에는 제품 디자인 이미지가 브랜드 자산에 유의적인 영향을 미치지는 못하는 것으로 나타났다. 또한 두 제품군 모두에서 브랜드 이미지는 브랜드 자산에 유의적인 영향을 미치는 것으로 나타났다.

오늘날 금융 산업은 개방화와 자율화에 따른 외국금융브랜드의 진출 및 증가, 다양한 금융브랜드의 신설 등으로 급속도로 변화하고 있다. 이러한 변화의 추세 속에서 기업들은 점차 자사의 브랜드 차별화를 위해 다양한 마케팅 방법을 동원하고 있다. 그 중 최근의 금융 브랜드에서 사용하는 '컬러마케팅'은 중요한 브랜드 차별화 요소로 인식되고 있다. 그러나 일부 브랜드를 제외하고 기업의 경영성향을 내포한 브랜드의 컬러마케팅과 투자자의 투자성향에 근거한 컬러선호가 상이함이 있다고 보여진다. 이는 커뮤니케이션의 목적인 브랜드이미지 문제와도 관계가 있을 것이라고 생각된다. 따라서 본 연구는 기업과 고객 간의 효율적인 커뮤니케이션 방안을 제시하기 위해 현재 증권회사들의 브랜드 컬러마케팅과 개인금융 투자자의 투자성향 선호컬러의 상관관계에 대해서 확인해 보고자 하였다. 롤랑 바르트의 컬러의 기호학적 의미해석과 실제 투자자들의 투자성향별 집단의 선호컬러와는 차이가 있음이 확인해 볼 수 있었다. 즉, 공격적인 투자성향을 가진 투자자의 경우 열정적이며 적극성을 상징하는 적색이나 주황의 강렬한 컬러를 선호할 것으로 예상 하였으나 분석 결과 뜻밖에도 의외의 컬러를 선호하는 것으로 알 수 있었다. 이러한 분석들을 토대로 증권사의 경영성향과 투자자의 컬러성향과의 관계를 보다 면밀히 조사하고 체계화하는 과정의 일환으로 본 연구 결과는 향후 맞이하게 될 자본시장통합법에 따른 시장개방에서 금융브랜드와 고객과의 커뮤니케이션 수단의 기초적인 연구 자료가 될 수 있기를 기대한다.

This study examines the effect of brand personality on consumer's attitude. Previous research has suggested that the greater the congruity between consumer personalities and brand personalities, the greater the preference for the brand. However, empirical explorations of this hypothesis revealed that the congruity between consumer personalities and brand personalities is limitedly related, if ever, to the preference for the brand. It is partly because of the views of the previous researchers who considered human personality as a uni-dimensional concept, and partly because of the lack of consensus regarding what brand personality really is. This study examines the relative effect of brand personality on company image. In this study, brand personality is represented by the 'Big Five' factors - Sincerity, Excitement, Competence, Sophistication and Ruggedness - which were suggested by Jennifer Aaker.

On Oct of 2001, Hyundai Card which got into the credit card business late with its acquisition of Diners Card had a big success with competitive credit card product as the distinction of design and shape was introduced in card design not only was with the credit card proper ability of the payment for goods. As result of success of Hyundai card design facts, other credit card companies released the designed credit card through benchmark of Hyundai card but it was not effective as much as Hyundai card. Therefore, this study is to investigate the success facts of design through analysis of the identity of Hyundai brands design and the mutual relation, the distinction of design makes a product rivalry, is analyzed

Today, consumer needs are diversified, continually changing and differentiated. Under the market conditions of unlimited competition to satisfy those needs, businesses focus on relationship-building with customers, as well as on quality of Services. As a result, in this era of consumer-centered brand marketing, brand identity is surfacing as a competitive edge that a company can benefit from for a long time : this is related to the fact that people want to know why a consumer selects and purchases a certain brand out of so many others.

As the service quality measurement has been developed, various fields of service quality measurement have evolved. Especially the development of the mobile communication service and its status has been watched with keen interest. The growth of mobile communications has not developed alone. It evolved with the growth of the mobile communications company and the device manufacturer. This research investigates the mutual relation sand influence between the service quality and the device quality. This is a distinguished phenomenon within the existing research. Currently in Korea mobile devices can be purchased independently of network provider; however, there are also arrangements whereby the manufacturer supplies devices through only selected service providers. The model of service quality measurement is not a simple fragment model for the service quality anymore. It is required to establish the ultimate model for the service quality to determine if the customer differentiates between the device and service quality. Knowing if a customer differentiates between device and service can aid strong brands when deciding which partners to select for collaborative strategies. The aim of this research is to determine the significant difference between the models of service quality measurement based on differing levels of brand awareness.

The present study assessed how restaurant brand personality affected customer’s awareness/association, emotional-relationship and image, and how these factors influenced brand loyalty. As well, the influence of restaurant brand personality to brand loyalty was assessed. The model was tested in family restaurants in the metropolitan cities of Ulsan and Daegu. Between January 1 and February 28, 2007, questionnaires were distributed to restaurant patrons. A total of 274 questionnaires were statistically analyzed. Empirical results confirmed that restaurant brand personality increased brand awareness/association, brand emotional?relationship and brand image, and that these attributes increased brand loyalty. Restaurant brand personality affected brand loyalty. The research findings indicate that managers of family restaurants should pay attention to the emotional reaction of customers to their establishment. This involves employee actions that make dining a pleasurable experience.

Upon the basis at the end of March 2005, we have the 38.91 million cellular phone subscribers over the country and the total diffusion rate of the cellular phone is reached up to 76.1%. At this moment, it can be said the most people use it since the demand is still going on. Turning to the operation company, this is serviced by the SK Telecom, LG Telecom, and KTF, and there are at least 6 manufactures producing it including Samsung, LG, KTF ever, Motorola an d SKY. Most users periodically change the service vendor to the others for buying new model or changing the service vendor. It is understood the customer's action occurred by the differences of the brand cognition. In this study, along with some parameters including the difference of the vendor's difference of satisfaction (mobile telecommunication, product), and the possibility to buy the product again, I am going to find out the relationship between the satisfaction of the provider's service.

소비 시장이 감성 소비 환경으로 바뀌면서 브랜드의 역할이 더욱 중요해졌고, 이를 위한 브랜드 이미지 전략으로서 디자인의 역할이 확장되고 있다. 브랜드와 소비자가 소통하는 지점인 소비자 접점은 체험을 통한 브랜드 이미지가 형성되는 경로이므로, 기업이 지향하는 이미지로 각인시키기 위해서는 소비자 접점에 대한 총체적인 기획 및 관리가 필요하게 되었다. 위와 같은 배경에서, 이 연구의 목적은 변화된 시장 환경에서 성공적인 브랜드 이미지를 구축하기 위한 통합 디자인의 구성 방법을 정의하는 것이다. 이를 위해 브랜드 이미지의 특성, 소비자 체험의 조건, 감성의 역할을 이해하고, 이미지와 감성 처리 모형과의 상관성을 해석하여, 이미지의 3가지 특성을 도출하였다. 이미지의 특성은 1) 경험적 판단에 근거하며, 2) 감성적 내용을 표현 전달하고, 3)관념적 공감에 의한 심리적 가치를 만드는 것이다. 이러한 이미지를 창출하는 디자인의 조건을 성공적인 브랜드의 사례연구를 통해 분석하여, 강력한 이미지를 구축하기 위한 브랜드 아이콘의 역할과 이를 위한 통합 디자인의 필요성을 밝혔다. 이 통합 디자인을 구성하는 방법은 1) 브랜드 이미지 포지셔닝에 의한 이미지 집중화, 2) 브랜드 이미지 플롯에 의한 시각적 주제 활용, 3) 이미지 통합 관리를 위한 Total Identity Program, 4) 브랜드 이미지각인을 위한 Brand Icon 개발 등이다.

The purpose of this study is to recognize the Brand chef(Star chef) in Korean society to globalize the Korean cuisine. There have been so many famous chefs in Europe, USA and Japan such as Auguste Escoffier, Paul Bocus, Pierre Gagnaire, Ferran Adria, Thomas Keller, David Bouley, Alain Ducasee and Nobu Matsuhisa. They have developed their own cuisine and food culture and delivered their food culture to the other countries. We must educate the Korean brand chefs to inform our Korean food and Korean culture to the foreign country. The school, the government and the industry must recognize the power of the Korean brand chefs.