This study investigates the effects of experiential marketing by categorizing fashion pop-up store experiences according to the strategic experiential modules (SEMs): sensory, emotional, cognitive, behavioral, and relational. It analyzes how these experiential factors influence shopping flow, impulse buying, and word-of-mouth intentions. A survey was conducted with 400 participants, equally distributed by gender and age group (20 and 30-year-old). Valid responses from 320 participants were analyzed using factor analysis, reliability testing, correlation analysis, and regression analysis in SPSS. Findings revealed four key elements of experiential marketing: sensory/emotional, relational, cognitive, and behavioral. Sensory/emotional, relational, and cognitive factors positively affected shopping flow, which enhanced impulse buying and word-of-mouth intentions. However, behavioral factors did not have a significant effect. These results underscore the impact of experiential marketing on pop-up store customer behavior and highlight the understudied area of word-of-mouth marketing. The study specifically targeted consumers most likely to visit pop-up stores, ensuring practical significance by providing data to develop strategies for increasing experiential marketing efficiency. Additionally, the results identify the critical elements of experiential marketing in pop-up stores and examine how they interact with shopping flow and impulse buying. This research contributes valuable insights into optimizing consumer engagement in pop-up retail environments, emphasizing the importance of sensory and relational experiences in driving consumer behavior and addressing gaps in existing marketing literature.

본 연구는 2023년 방영된 일본 애니메이션 '최애의 아이'의 구전 마케 팅 전략을 마케팅 믹스(4P) 관점에서 분석했다. 연구 방법으로는 내용분 석 방법을 활용하였으며 연구 결과는 다음과 같다. 제품 측면에서는 아 카사카 아카와 요코야리 멩고의 시너지적 협업을 통한 높은 완성도, 판 타지와 리얼리티의 장르적 융합이 돋보였다. 가격 측면에서는 OTT 서비 스를 통한 접근성 확대, 한정판 굿즈를 통한 프리미엄 전략, 무료 콘텐츠 를 활용한 초기 팬베이스 구축이라는 균형적 접근이 효과적이었다. 유통 측면에서는 애니플러스와 크런치롤 같은 글로벌 OTT 플랫폼 활용, 다국 어 자막과 현지화된 마케팅 전략, 팬 커뮤니티를 통한 자발적 확산이 주 목할 만했다. 촉진 측면에서는 틱톡 챌린지 캠페인, J-POP 최단기간 1억 뷰를 달성한 오프닝 곡의 전략적 활용, K-pop 아이돌과의 크로스오버 전략이 글로벌 인지도 확대에 결정적 역할을 했다. 연구 결과는 현대 콘 텐츠 마케팅에서 마케팅 요소들의 유기적 결합, 팬덤의 자발적 참여 유 도, 크로스오버 마케팅의 중요성을 시사하며, 본 연구는 소셜 미디어 시 대의 콘텐츠 마케팅 전략 수립에 실천적 함의를 제공한다.

This study aims to examine how the marketing characteristics of Wanghong (Chinese internet influencers) influence Chinese consumer attitudes and purchase intentions toward fashion products. Specifically, it investigates how the factors of expertise, trustworthiness, and attractiveness play a critical role in shaping consumer behavior in the digital marketing landscape. The study employed a survey-based quantitative approach, collecting data from 272 Chinese consumers engaging regularly with Wanghong marketing content. A structured questionnaire using a 5-point Likert scale was developed, incorporating validated measurement items from previous studies. The collected data were then analyzed using exploratory factor analysis, correlation analysis, and multiple regression analysis. The findings indicate that while expertise negatively influences consumer attitudes, trustworthiness and attractiveness have a positive impact. Furthermore, trustworthiness and attractiveness were found to significantly enhance purchase intention, while expertise was found to have no significant effect. Additionally, the findings showed that consumer attitudes toward Wanghong-mediated marketing play a mediating role in the relationship between Wanghong characteristics and purchase intention, with the results suggesting that consumers perceive highly knowledgeable Wanghong as distant or overly commercial, reducing their willingness to engage. In contrast, Wanghong who exhibit trustworthiness and personal appeal are more effective in driving consumer interest and purchases. These findings provide valuable insights for fashion brands aiming to optimize influencer marketing strategies in China, emphasizing the importance of relationship-driven and authenticity-focused marketing.

This study aims to establish an online shopping mall marketing strategy based on big data analysis methods. The customer cluster analysis method was utilized to analyze customer purchase patterns and segment them into customer groups with similar characteristics. Data was collected from orders placed over one year in 2023 at ‘Jeonbuk Saengsaeng Market’, the official online shopping mall for agricultural, fish, and livestock products of Jeonbuk Special Self-Governing Province. K-means clustering was conducted by creating variables such as ‘TotalPrice’ and ‘ElapsedDays’ for analysis. The study identified four customer groups, and their main characteristics. Furthermore, regions corresponding to customer groups were analyzed using pivot tables. This facilitated the proposal of a marketing strategy tailored to each group’s characteristics and the establishment of an efficient online shopping mall marketing strategy. This study is significant as it departs from the traditional reliance on the intuition of the person in charge to operate a shopping mall, instead establishing a shopping mall marketing strategy through objective and scientific big data analysis. The implementation of the marketing strategy outlined in this study is expected to enhance customer satisfaction and boost sales.

In response to the global trend of making sustainable development an urgent task, luxury fashion brands actively embrace it in their corporate philosophies and management policies. However, despite the widespread consensus in the related industry and the strong will of companies for the sustainable development of luxury brands, there are still few cases of luxury fashion brands successfully implementing sustainable development. This study examined the impact of the types of message framing on the sustainability marketing of luxury fashion brands, focusing on their effects on perceived message effectiveness, sustainable brand image, and brand attitudes. An online survey was administered to 464 Korean consumers in their 20s to 40s to test the hypotheses. The results showed that perceived effectiveness was higher for negatively framed messages (loss) than for their positive counterparts (gain). The types of message framing did not significantly affect sustainable brand messages, and no significant difference in perceived brand image was found, regardless of message type. Perceived message effectiveness exerted a significant positive effect on sustainable brand image, and such an image had a significant positive effect on brand attitudes. The results provide implications for related research and practical implications for the development of competitive sustainability marketing strategies for luxury fashion—an industry still in its infancy.

본 연구는 헤어미용실 종사자의 개인특성에 따른 서비스지향성의 차이를 규명하고, 서비스지 향성에 영향을 미치는 헤어미용실의 내부마케팅 요인을 규명하는 것이 목적이다. 하고자 하였다. 연구방 법으로서 실증적 연구를 위한 설문지는 경남의 헤어미용실 종사자로부터 수집하였고, 수집된 설문지를 IBM SPSS Statistics 26을 통하여 분석한 결과는 다음과 같다. 첫째, 헤어미용실 종사자의 개인특성에 따른 서비스지향성의 차이를 분석한 결과, ‘40대 이상’ 집단과 ‘근무기간 10년 이상’ 집단이 다른 집단 에 비해 서비스지향성이 통계적으로 높게 나타났다. 둘째, 내부마케팅과 서비스지향성의 인과관계를 분 석한 결과, 내부마케팅 중에서 복지후생, 보상시스템, 교육훈련 등이 각각 서비스지향성에 통계적으로 영향을 미치는 것으로 나타났고, 특히 보상시스템이 서비스지향성에 가장 강한 영향을 미치는 것으로 나 타났다. 따라서 헤어미용실 종사자의 개인특성을 고려한 내부마케팅 활동을 통하여 고객에 대한 서비스 지향성을 향상시켜야 한다. 서비스지향성의 향상은 고객의 재이용의도를 의미함으로 궁극적으로는 헤어 미용업체의 경영성과가 더욱 향상될 수 있음을 시사한다.

본 연구는 관계마케팅이 교육서비스 품질과 학습자의 관계몰입에 미치는 영향을 알아보고, 미 용학원 경영전략 수립을 위한 기초 자료 제공 및 미용학원 교육산업 성장과 활성화에 도움이 되고자 연구 를 진행하였다. 이를 위해 영남지역의 미용학원 학습자를 대상으로 설문조사를 실시하여 최종 503부를 분 석하여 사용하였다. 연구 결과는 다음과 같다. 일반적 특성에 따른 관계마케팅, 교육서비스 품질, 학습자 관계몰입에서는 각 요인에 따라 차이가 나타났다. 둘째, 관계마케팅이 교육서비스 품질에 유의한 영향을 미치는 것으로 나타났다. 셋째, 관계마케팅이 학습자 관계몰입에 유의한 영향을 미치는 것으로 나타났다. 넷째, 교육서비스 품질이 학습자 관계몰입에 유의한 영향을 미치는 것으로 나타났다. 본 연구 결과는 미용 학원이 경영전략을 수립하고 미용학원 산업의 성장을 도모하는데 필요한 기초 자료로 활용될 수 있을 것으 로 기대된다.

본 연구는 일정 수준의 중국어 실력을 갖춘 학생들이 기업체와 연계하여 진행한 중국어 캡스톤디자인 교육과정에 대한 사례연구이다. 본 캡스톤디자인 교육과정에서 는 제품소개서 중국어 번역과 연계된 기업의 중국 진출을 위한 마케팅 계획 수립을 프로젝트 과제로 설정하여 진행하였다. 프로젝트 과제를 수행하면서 경영 및 마케팅 관련 이론과 경험이 부족한 어학 전공자들이 마케팅 전략을 세우고 분석할 때의 한 계점도 있었지만, 대부분 고급 중국어가 가능한 학생들이 참여하였기 때문에, 중국어 로의 제품소개서의 번역과 함께 중국 시장조사와 마케팅 전략 수립 시 한국 자료에 의존하지 않고 중국 공공기관에서 발표하는 원문 자료를 찾고 해독하고 취합하여 정 리해 내는 역량은 경영학도들에 비해 훨씬 뛰어나다는 것을 발견할 수 있다.

This study aims to understand the influence of authentic marketing on the formation of trust between brands and customers and consumers’ purchase intentions and to analyze the role that brand trust has in this process. In doing so, it examines the specific aspects of authentic marketing that increase brand trust and contribute to the formation of purchase intentions, which could then be leveraged as key elements of a company’s marketing strategy. Data in this study was used frequency analysis and factor analysis through SPSS 26.0, and reliability analysis using Cronbach’s alpha coefficient. Subsequently, confirmatory factor analysis, path model analysis, and mediated effect analysis were performed using AMOS. Finding indicate that, identity and truth in authentic marketing had a positive effect on brand trust but heritage and reality did not affect brand trust. It was also found that the factors of identity, heritage, reality, and trust did not significantly affect purchase intention. Additionally, brand trust was found to have a positive effect on purchase intention. Finally, the analysis indicates that brand trust plays a mediating role in the process of forming purchase intention through the factors of identity and truth in authentic marketing. Therefore, the core of authentic marketing is the sincere relationship between companies and consumers obtained from the clarity and integrity of messages, and in this process, mutual trust is built, which leads to product purchases. It can be surmised that the purpose of authentic marketing is to build relationships with consumers based on brand trust.

Looking at the recent market trends in the cafe industry, a new business culture called smart cafes is emerging as fears of face-to-face contact have increased due to the pandemic of the new virus infection (COVID-19). Unlike the existing cafe operation method in which store employees receive orders from customers and serve, smart cafes are operated without store employees by smart control technology in a 24-hour non-face-to-face space (untact space). However, smart unmanned cafes, which are currently in the early stages of supply, have not shown satisfactory operational performance due to various problems compared to the existing cafe industry. Therefore, this study aims to derive operational status and problems through a survey of facility managers and store operators of actual smart unmanned cafes and suggest new marketing activation measures to improve them. Therefore, the results of this study are expected to be of great help in establishing and revitalizing a new cafe business culture.

Mushroom production in Korea is concentrated on five major mushroom types. To create a new source of income for farmers, it is necessary to establish new mushroom production and marketing systems. This study was conducted to evaluate the marketability of and establish a marketing strategy for Pleurotus nebrodensis variety 'Uram'. The evaluation of distributors showed that it was necessary to cultivate mushrooms of uniform shape and size, to compensate for their low storability, and to sell them in small packages. The consumer evaluation showed that the texture of P. nebrodensis had the highest level of satisfaction for quality, but the levels of satisfaction for size and shape were low. In the consumer evaluation, as in the distributor evaluation, improvements in cultivation were found to be necessary, as the storage time is short due to a high moisture content. An evaluation of the market gave the following results regarding the marketing strategy. It was found to be necessary to consider the production of mushrooms of a uniform shape and size and sell them in small packages in the range of 150 to 300 g. The price of the mushrooms should be set using a high-end strategy for high-end sales. The mushrooms should be introduced to local food and eco-friendly stores in the early stages of production. Subsequently, if farmhouse production increases, shipments should be made to wholesale markets through a regular contract. Finally, considering that P. nebrodensis is an unfamiliar mushroom to consumers, it is necessary to promote it by increasing the accessibility of consumers through tasting events and experience groups.

낙안읍성은 다양한 생활문화를 담은 600년 역사를 지닌 민속 마을로 2011년 세계문화유산 잠정목록에 등재되어 있다. 이 시 점에서 전통문화체험의 다양한 체험 마케팅이 차지하는 비중이 높다. 낙안읍성민속마을은 2005년부터 전통문화체험프로그램을 통 해 관광객들이 체험할수 있는 다양한 문화체험프로그램이 개발 되고, 지역 전통문화관광자원의 홍보 및 지역경제 활성화를 위 해서 노력하고 있다. 이에 본 연구에서는 체험마케팅 전략을 활용하여 낙안읍성 상설 전통문화체험프로그램의 활성화 방안에 대해 살펴보았다. 체험마케팅은 소비자들을 이성적일 뿐만 아니라 감정적인 존 재라 가정하고 고객의 체험에 중심을 두며, 방법과 도구는 다 양하고 다각적인 감각·감성·인지·행동·관계의 특징을 갖고 있 다. 체험마케팅은 쇠퇴하고 있는 브랜드를 향상시키기 위해, 경 쟁자로부터 제품을 차별화하고, 기업 이미지와 아이덴티티를 수립시키기 위해 구매, 재구매를 유도하기 위해 사용될 수 있 다. 이러한 체험마케팅의 요소를 낙안읍성 민속마을의 상설체험 프로그램에 적용하여 상설 체험프로그램을 분석한 결과는 다음 과 같다. 낙안읍성만의 고유 지역전통문화를 체험프로그램으로 연계하 는 것은 지역적 전통문화를 홍보하고, 대중화시키는데 필요하 다. 체험마케팅의 요소 중 감성·인지·관계의 마케팅 전략 차원 에서 놀이와 교육이 결합된 에듀테인먼트(Edutainment)적인 체 험프로그램 개발이 필요하며, 핵심적인 체험제공수단들을 활용 한 마케팅 전략이 필요하다. 또한 지역향토문화의 특성을 살린 체험프로그램의 확대가 필요하며, 낙안읍성 민속마을 체험프로 그램의 공동 브랜딩에 있어서 순천시와 지역의 기업·관공서·전통예술단체가 통합적 연계시스템을 구축하여 기획·주관·협찬·후 원이 통합적으로 운영·관리되는 시스템으로 재정적 자립도 및 양질의 체험프로그램 제공에 기여할 수 있다. 낙안읍성 민속마 을 체험프로그램의 활성화를 위한 전략적 차원에 있어서 현재 행정적 관리·운영 시스템에서 벗어나 다양한 체험프로그램의 개발을 위한 전문적인 인프라 구축이 필요하다. 이를 통해서 낙안읍성 민속마을 체험프로그램을 활성화시킨 다면, 낙안읍성을 찾는 관광객과 체험프로그램 참여자들의 재 방문의 욕구를 충족시킬 수 있기 때문에 체험프로그램의 브랜 드 가치 형성은 지역문화경제 발전에 기여하는 상품이 될 것이 다. 마지막으로 상설체험프로그램 연구에서 벗어나 낙안읍성 민속마을의 관광자원들에 대한 좀 더 다각적이고 구체적인 연 구가 필요할 것이다.

Fashion companies and brands’ marketing activities focus on resolving environmental problems; however, these companies’ efforts, there are some examples of so-called “greenwashing”. This paper aims to analyze different perceptions of brand authenticity, green marketing, and purchase intention toward the brand before and after exposure to case information about greenwashing. A total of 211 data were gathered and analyzed using SPSS 25.0. Respondents were asked to respond to same questionnaires related to green marketing and the brand authenticity before and after their exposure to greenwashing information. The study participants’ perceptions of green marketing from the brand were statistically significantly negatively changed after exposure compared to before exposure. Similar patterns in results were found in the context of consumers’ perception of brand authenticity (genuineness, originality, and consistency), and purchase intention. The originality of this study is in evaluating consumers’ perception of greenwashing focused on brand authenticity. The findings of the study suggest that if a fashion brand’s green marketing activity is perceived as greenwashing by consumers, the perceptions of green marketing, brand authenticity, and purchase intention can all decline. It is suggested that fashion brands need to develop a sincere and truthful green marketing campaigns to keep and enhance their brand authenticity.

베이비붐 세대(babyboom generation)가 고령사회(aging society)로의 가속화 현상은 노인돌봄서비스를 사회문제로 부각시켰고, 2008년 7월부터 장기요양보험제도가 시행되었다(김정숙 외, 2014). 그러나 복지시장화를 통해 민간영리조직이 장기요양서비스 시장에 진출하 게 되면서(서대석·장영은, 2011; 박광덕, 2014), 장기요양시설 서 비스 이용자들을 고객으로 여기고 욕구를 중요시 하는 고객지향성 의 개념이 새롭게 대두되었다(Shera & Page, 1995; Disney, 1999; Selber & Streeter, 2000; 최재성, 1999). 또한 사회복지마 케팅요인과 인권의식은 미래의 4차 산업혁명의 방향으로서의 중요 한 프레임으로 나타나고 있다. 이에 본 연구자는 장기요양 공급자의 고객지향성에 윤리적 리더 십과 전문성인식의 인과관계를 밝히고, 인권의식의 매개요인과 사 회복지마케팅의 조절요인을 파악하여 4차 산업혁명에 맞추어 장기 요양기관의 효율적인 경영방안을 제시하는데 연구목적이 있다.

The purpose of this study is to identify the relationship between experience marketing using makeup services and theme park users’ satisfaction, loyalty, and revisit intention. This is because it can identify the usefulness of makeup services and provide implications for effective field marketing strategies. In order to achieve the purpose, 668 users of the theme park were surveyed after convenience screening as research participants. The main theme was the makeup service for visitors to Lotte world, Everland, and Hapcheon Ghost theme park. this study reviewed previous studies and applied them to the makeup service. Based on this, the research model and the hypothesis were established, and as part of the empirical research, the hypothesis was verified through analysis methods such as frequency analysis, reliability verification, factor analysis, and structural equation modeling. The summary of the research results based on empirical analysis is as follows. First, as a result of analyzing experience marketing using makeup services has a positive impact on the satisfaction of customers using theme parks. Second, experience marketing using makeup services has a positive effect on customer loyalty. Third, experience marketing using makeup services has a positive effect on intention to return. Fourth, satisfaction and loyalty were found to affect the intention to return. Based on this research, we hope that the makeup service as experiential marketing can be effectively applied in various fields, and that the research can be used as basic data to make the makeup service into the representative cultural contents marketing.

This study was conducted to investigate the effect of relationship and service marketing on the brand interest and behaviors among Korean and Chinese active senior consumers and whether this effect differed between the two groups. A survey was conducted by having participants complete questionnaires administered by a research firm. For empirical analysis, frequency, EFA, CFA, SEM, the metric invariance test, and multiple-group comparison analysis were performed. The analysis results revealed that relationship marketing positively affected both brand interest and consumer behavior. Although service marketing positively affected brand interest, it did not have a significant effect on consumer behavior. In other words, brand interest positively affected consumer behavior through relationship and service marketing. Multiple-group comparison analysis demonstrated that no difference existed between Korean and Chinese active consumers in terms of how relationship marketing affected their brand interest, but a difference existed in how it affected their behavior. Service marketing had a greater influence on Chinese active senior consumers’ brand interest than on Korean active senior consumers. However no difference existed between the two groups with respect to how service marketing affected their behaviors. Finally, brand interest had a positive effect only on Korean active senior consumers’ behavior through relationship and service marketing, but not on Chinese active senior consumers. In conclusion, relationship and service marketing should be used to enhance the brand interest among Korean active senior consumers, and business activities should be planned by building relationships with Chinese active senior consumers to affect their behavior.

다채널 소매상은 전자상거래의 발전에 의거하여 점차 형성되었다. 정보기술의 발전이 점차 다채널 소매상의 온라인 및 오프라인의 통합 마케팅에 관심을 가지게 된다. 이 과정에서 다채널소매상은 온라인 및 오프라인의 통합, 마케팅 및 정가 등 문제에 직면한다. 본문은 4Ps 마케팅 이론 및 구조방식 모델 구축에 근거하여 다채널 소매상의 오프라인 및 온라인 협동마케팅에 영향을 미치는 원인을 출발점으로 삼아, 제품·가격·마케 팅과 서비스가 온라인 및 오프라인 합동마케팅에 대한 영향을 상세하게 분석하여, 상대적으로 합리적인 마케팅전략을 세워야한다. 4개요소 중 영향이 제일 큰 게 가격이고 그 다음은 제품· 세일과 서비스이다. 제품의 품질이 높으면 높을수록 가격도 높아지고, 세일마케팅이 어느 정도는 소비자의 구매를 촉진시킬 수 있으며, 서비스도 소비자의 구매의향을 어느정도 증가시킬 수 있다. 그러므로 다채널 소매상이 온라인 및 오프라인 마케팅전략을 세울 시 합동 마케팅을 견지하고 제품품질과 가격선 정 전략을 방향으로 하되 세일과 서비스는 보조로 진행하여 소비자의 구매의향을 높여야 한다. 본문의 연구방법과 연구결과는 다채널 소매상의 온라인 및 오프라인 마케팅 전략연구에 방법 참고와 이론 근거를 제공한다. 동종업자 기업이 마케팅전략을 세우는데 참고가 되었으면 하는 바램으로 동종업자의 양성 발전에 촉진시키는데 도움이 되기를 바란다.