Internet brand community's message makes significant contributions for fashion industry. Therefore, if we understand and implement the characteristics of the message on the Internet brand's community, it can be useful for future marketing strategy. This study was to classified the internet community and to examine messages with regard to direction, write motive and prior knowledge. The messages were taken from February, 20th, to August, 7th in 2008. Content analysis method was used for this study. The results were as follows: First, Fashion brand community divided into user initiative type and enterprise establishing type. Second, User initiative type had positive direction message more than enterprise establishing type had. Third, User initiative type had large volumes of information searching or sharing related message, but enterprise establishing type had large quantities of personal experience related message about write motive. Fourth, There was no difference numerical prior knowledge between user initiative type and enterprise establishing type, and then both had a high rate of prior knowledge.

IP Telephony service was restricted to an outgoing call and low quality since the trust domestic IP Telephony service launch of Saerome co. Ltd, in Jan. 2000. However, Interest of IP Telephony service, which is substituted for PSTN, has been highly elated because of the developed equipment softswitch and new technology. This kind of importance and marketing of VoIP are recognized to telecommunication providers. With this trend, they try to administrate customer satisfaction and invest R&D to survive in this hard competition and unexpected change. To achieve this objective, they should try to realize the searching process of the quality decision attribution (QDA). However, there is little research on the aspect of service quality of Internet telephony so far. For this, the investigator established the tangibles, the reliability, the responsibility, the assurance, the empathy, the charge with information sources as core elements. In order to examine the influence of IP Telephony service upon the attitudes toward a brand and the purchase intention.

최근 게임 내 광고(In-Game Advertising)는 광고시장의 새로운 한 축으로 떠오르고 있으며, 많은 이들이 게임내 광고가 게임 및 광고산업을 전혀 새로운 차원으로 발전시킬 것으로 전망하고 있다. 본 논문은 여성사용자들을 겨냥한 패션 브랜드 게임내 광고가 게시된 온라인 레이싱 게임에 대한 실험을 통해 게임내 광고에 대한 경험적 연구결과를 담고 있다. 실증적 연구를 위해 현재 유럽지역에서 서비스 중인 3D 온라인 레이싱게임 호보런을 연구조사 대상으로 삼았다. 본 연구의 실험결과는 여성게임사용자들의 광고인식률이 일반광고보다 높음을 보여며, 여성을 타겟으로 한 게임내 광고의 또 다른 잠재적 가능성을 예증한다.

The purposes of this study were to provide information on customers for cosmetic companies to develop goods and promotion strategy by examining facial images of university women and their recognition level about cosmetics brand personality. The results were as follows; First, satisfaction level of university women with their lips and eyes was very high, while lowest in skins. Second, factors of brand personality of three kinds of foreign cosmetics brands and three kinds of domestic brands were sincerity, beauty, renovation, reliability and ruggedness. In beauty, reliability and ruggedness, they preferred foreign brands to domestic ones, while they preferred domestic ones in sincerity and renovation. Third, the satisfaction level with face had a statistically significant relationship to the importance of face and cosmetic brands, while the importance of face had to the beauty of the brand. In the interrelationship among facial images and the factors of brand personality, they had significant interrelationships, provided beauty and ruggedness, and reliability and ruggedness had no significant interrelationship.

The purpose of this study was to determine whether foodservice brand language localization affects consumer attitudes in terms of similar brand image recognition with an original brand. Many global foodservice companies have tried to modify their own brand identity according to local situations in order to attract more consumers. According to this study's results, consumers who similarly recognized both the original brand image and localization brand image tended to have greater purchase intention than those who did not recognize them similarly. In addition, when the original brand identity was changed to the local language, consumers more similarly conceived the original brand image and localization. And for local store marketing, foodservice companies should have a thorough marketing research plan since there can be difference results according to brand name recognition gaps or demographic characteristics. Original brand image similarity recognition by consumers affected their attitudes. In other words, the group that similarly recognized both the original brand company image and the localization brand company image tended to have greater purchase intention. Because brand language plays an important role in consumer attitudes with respect to recognizing a brand and distinguishing another brand, this study suggests that franchise foodservice companies have a local store marketing plan.

As multinational brands have made inroads into domestic food service industry, and its recognition has been high to consumers, This research has tried to examine the general identity of brand, their recognition, and re-purchase behaviors. The purpose of this study is to inquire into how the brand value by brand identity was caused by recent development of food service industry, and how it had an effect on the purchase behaviors of them. In particular, factors of general identity have a significant effect on the revisit and purchase intention, as the image and ads of family restaurant among brand property factors of family restaurant showed an significant effect on the revisit intention. This study was made with priority given to the brand identity as four brand factors such as product brand, organizational brand, community brand and design brand based on the confidence. Results found that the community brand and design brand had a significant difference on purchase intention. Consequently, it has been suggested that the marketing strategies to make the brand identity strong have to be established with various brand enhancement tactics in the food service industry.

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.