This study assessed the effectiveness of brand image communication on consumer perceptions of cruelty-free fashion brands. Brand messaging data were gathered from postings on the official Instagram accounts of three cruelty-free fashion brands and consumer perception data were gathered from Tweets containing keywords related to each brand. Web crawling and natural language processing were performed using Python and sentiment analysis was conducted using the BERT model. By analyzing Instagram content from Stella McCartney, Patagonia, and Freitag from their inception until 2021, this study found these brands all emphasize environmental aspects but with differing focuses: Stella McCartney on ecological conservation, Patagonia on an active outdoor image, and Freitag on upcycled products. Keyword analysis further indicated consumers perceive these brands in line with their brand messaging: Stella McCartney as high-end and eco-friendly, Patagonia as active and environmentally conscious, and Freitag as centered on recycling. Results based on the assessment of the alignment between brand-driven images and consumer-perceived images and the sentiment evaluation of the brand confirmed the outcomes of brand communication performance. The study revealed a correlation between brand image and positive consumer evaluations, indicating that higher alignment of ethical values leads to more positive consumer assessments. Given that consumers tend to prioritize search keywords over brand concepts, it’s important for brands to focus on using visual imagery and promotions to effectively convey brand communication information. These findings highlight the importance of brand communication by emphasizing the connection between ethical brand images and consumer perceptions.

Consumers exposed to aesthetic brands can not only experience sensory pleasure but also lead to strong customer loyalty. Furthermore, aesthetic brands can expect to lead to the overall experience of the brand. They include the brand's sensory, emotional, behavioral and intellectual experience. Since aesthetic brands related to the sensory representation of customers, consumers exposed to aesthetic brands can expect to have a meaningful impact on the overall experience of the brand. The study will select aesthetic brands that distributed in Korea and then compare the aesthetic characteristics of each brand. It also seeks to verify the brand attractiveness, consistency, prominence and influence of brand motifs on the brand's sensual, emotional, behavioral and intellectual experience. To verify the influence between variables proposed in this study, we would like to conduct a multiple regression analysis. SAS 9.4 used to verify the hypotheses proposed in this study. Cronbach's ɑ measure to verify reliability of each measurement item. In particular, brand attractiveness and brand motif can verify empirically to confirm that they play an important role in inducing brand experience.

In recent years, maintaining transparency has become a trend among brands, and a better level of supply chain transparency has been demonstrated to positively affect consumer environmental concern and conscious behavior. Consumers may accept transparency efforts as a signal of the brand goodwill and perceive it as a visibly sustainable effort that can convert brand trust. In the information transparency trend, eco-certification plays an important role as a tool to inform consumers about sustainability. However, facing large amounts of information, consumers spend much time filtering information, so the accuracy of the obtained information can be compromised. The Higg index is a sustainable verification platform that reveals the entire activities of supply chains. However, most consumers are facing an overload of information that could confuse their processing of any information. In this context, the present study seeks to examine the effect of business transparency to conscious consumer behavior and purchase intention. Second, this study deals with the moderating effects of sustainable knowledge on the relationship between business transparency, environmental concern, and brand trust. Third, we explore the effects of high and low level of consume knowledge of sustainability on the relationship between business transparency and brand trust. In terms of the methodology used in the present study, an off-line survey of Korean consumers was conducted. SPSS 21.0 was used for data analysis aiming to test the proposed model and research hypothesis. The mains results of this study are as follows. First, business transparency has a positive effect on environmental concern, brand trust, and consumer willingness to conscious behavior. Second, consumer sustainable knowledge has a moderating effect on business transparency for environmental concern and brand trust. Taken together, the findings of the present study provide meaningful implications for marketers by highlighting the importance of transparency and introduction of a transparent eco-certification for communication with consumers. To successfully influence consumer willingness to assume conscious behavior, brands are advised to provide standardized transparency labels, rather than complicated information.

This study aims to gain insights into consumers’ motivations when purchasing mimics of luxury cosmetics goods and their evaluation towards mimicry products. Consumers’ desire for mimicry luxury cosmetics hinges on their motivations underlying their consumption of luxury cosmetics. Attitude functions are applied to measure consumers’ underlying motivations towards luxury products. Consumers’ attitude and familiarity with luxury cosmetics and mimicry cosmetics also influence their choice between luxury brands and mimicry brands. In addition, consumers’ personality factors and perceived risk of purchasing mimicry cosmetics and their brand loyalty towards the original luxury brands restrain their purchase intention of mimicry brands. Finally, the study examines the effect of products conspicuousness (private/public visible goods) and the effect of mimicry types (feature/theme) on consumers’ preferences on concerning mimicry consumption. The findings will provide insights for policymakers, brand managers, and academics, and better understand mimicry in the luxury cosmetics industry.

Social media-based brand community becomes an important information channel strategy for marketing firms. Despite the growing academic interest in the issue, little knowledge exists on how social media-based brand community (hereafter SMBBC) could influence consumer brand evaluation. Accordingly, this study attempts to remedy the literature gap by integrating the community integration model, engagement in the OBC or SMBBC, and consumer brand evaluation to propose a conceptual model for investigating the effect of SMBBC environment on consumer brand evaluation. This study collected data from 402 respondents experienced in using SMBBC. The result revealed that SMBBC identification and company identification have a positive impact on brand engagement; whereas brand identification has a positive effect on SMBBC engagement, peer identification has a positive influence on company identification. In addition, both brand engagement and SMBBC engagement are found to benefit corporate brand equity and corporate reputation, respectively.

Given the pervasive use of brand personification by marketers, it is surprising that there has been extremely limited research directly examining the effects of brand personification. In this article, we attempt to fill this gap in part by exploring how personified brand, in contrast to an objectified brand, might affect consumers’ response. Also, previous research have studied mainly on the visual or combined (visual-verbal) brand personification without differentiating the two types of brand personification. Therefore, this study tries to focus on the verbal brand personification which has not been studied extensively. And there are two types of verbal brand personification: external and internal image. So this study validates the effect of internal (kind) or external (looking good) verbal brand personification separately in the series of two experiments. Study 1 tests the effect of internal verbal brand personification on the consumer evaluation using product brand. Specifically, we test the moderating effect of brand knowledge between verbal brand personification and consumer evaluation and explore the underlying mechanisms (brand intimacy, psychological discomfort) about how the interaction effect of personification level and brand knowledge occurs. Study 2 tests the effect of external verbal brand personification on the consumer evaluation using service brand. Specifically, we test the effect of need-for-cognition on attitude towards personified brand ad and additionally explore the underlying mechanisms (perceived novelty, cognitive resistance) about how need-for-cognition influences. This research could provide useful guidelines for the marketers to utilize personification method when planning the head copy or slogan for advertisement. Therefore, marketers are better able to make an effective brand personification strategy through understanding the boundary conditions and mechanisms about the impact of brand personification based on the findings of this study.

본 연구에서는 소비자 혁신성이 온라인 패션광고의 지속가능성에 대한 평가와 광고제품 구매의도에 미치는 영향 을 분석하였다. 인터넷과 모바일의 온라인 패션광고를 접한 경험이 있는 소비자를 대상으로 설문조사를 실시하였으 며, 최종 573명의 데이터가 분석되었다. 수집된 자료는 요인분석, t 검증, 중회귀분석을 사용하여 분석하였다. 소비자 혁신성 평균값을 중심으로 혁신성이 높은 집단과 낮은 집단을 구분하였다. 연구결과는 다음과 같다. 첫째, 온라인 패션광고의 지속가능성 개념은 광고표현의 객관성, 광고표현의 비유해성, 개인정보의 보호성, 웹이용 비침해성 등 4개 요인의 하위차원으로 구성되었음을 확인하였다. 둘째, 소비자 혁신성이 높은 집단이 낮은 집단에 비해 인터넷 사용시간 뿐만 아니라 온라인 광고경험이 유의하게 높았다. 그리고 소비자 혁신성 높은 집단이 낮은 집단에 비해 온라인 패션광고의 하위 차원 중에서 개인정보 보호성, 웹이용 비침해성, 광고표현 객관성을 유의하게 높게 인식하 고 있었다. 마지막으로, 소비자 혁신성이 높은 집단에서는 광고표현 객관성, 웹이용 비침해성이 광고제품의 구매의도 에 유의한 영향을 미쳤으며, 소비자 혁신성이 낮은 집단에서는 광고표현 객관성, 개인정보 보호성이 광고제품의 구 매의도에 유의한 영향을 미치는 것으로 나타났다.

The world has changed dramatically, and the concern with regard to environmental and social impacts of economic activity have become hot issues that have been extensively discussed. Many marketers are applying sustainability as the part of their CSR and consumers are becoming more involved in ethical value of sustainable issues. However, yet, most people still perceive sustainable products as “alternatives” due to various reasons like price, design or simply unfamiliarity with the brand (Niinimaki, 2010). In a current situation where more and more brands are coming to the market offering the variety of choice of sustainable product, brand popularity can be a signal, or cue that help consumers to decide those of unfamiliar sustainable brand because brand popularity can influence the evaluation and decision in the sense that consumers perceive popular brand not only as trustworthy, but also superior to others (Dean, 1999).In terms of brand popularity, “popular” brands tend to acquire more favorable evaluations and larger user shares with, rather than without the popularity component. However, with such characteristics, brand popularity concept can be used within a cue utilization theory, which suggests that products consist of an array of cues (extrinsic and intrinsic) that serves as indicators of quality for consumers when they make decisions related to the product (Olsen, 1972), delivering brand popularity by extrinsic cue through advertising. In addition, the signaling theory suggests that when brand is ranked as popular, consumers assume there are trust and confidence behind the brand, which reduce their level of uncertainty (Dean, 1999). As such, while it has been argued that this cue could be useful as it provides a certain value to consumers and influence their opinion about the brand and, consequently, purchase decision, up to now, there are little studies that use the brand popularity concept as extrinsic cue.Along with the issue of brand popularity, although different consumers around the world make their decisions based on their own mental or physiological orientation, and the difference among consumer behavior has been widely studied and reported, yet, most of sustainable marketing campaigns are made in the similar fashion, without adapting them to specific traits of consumers in different countries. However, in order for sustainable The world has changed dramatically, and the concern with regard to environmental and social impacts of economic activity have become hot issues that have been extensively discussed. Many marketers are applying sustainability as the part of their CSR and consumers are becoming more involved in ethical value of sustainable issues. However, yet, most people still perceive sustainable products as “alternatives” due to various reasons like price, design or simply unfamiliarity with the brand (Niinimaki, 2010). In a current situation where more and more brands are coming to the market offering the variety of choice of sustainable product, brand popularity can be a signal, or cue that help consumers to decide those of unfamiliar sustainable brand because brand popularity can influence the evaluation and decision in the sense that consumers perceive popular brand not only as trustworthy, but also superior to others (Dean, 1999). In terms of brand popularity, “popular” brands tend to acquire more favorable evaluations and larger user shares with, rather than without the popularity component. However, with such characteristics, brand popularity concept can be used within a cue utilization theory, which suggests that products consist of an array of cues (extrinsic and intrinsic) that serves as indicators of quality for consumers when they make decisions related to the product (Olsen, 1972), delivering brand popularity by extrinsic cue through advertising. In addition, the signaling theory suggests that when brand is ranked as popular, consumers assume there are trust and confidence behind the brand, which reduce their level of uncertainty (Dean, 1999). As such, while it has been argued that this cue could be useful as it provides a certain value to consumers and influence their opinion about the brand and, consequently, purchase decision, up to now, there are little studies that use the brand popularity concept as extrinsic cue. Along with the issue of brand popularity, although different consumers around the world make their decisions based on their own mental or physiological orientation, and the difference among consumer behavior has been widely studied and reported, yet, most of sustainable marketing campaigns are made in the similar fashion, without adapting them to specific traits of consumers in different countries. However, in order for sustainable brand to become main stream it is important to understand how the traits of consumers from other countries differ. Thus, it is important to understand the cultural difference in terms of marketing.Therefore, this study adapts brand popularity concept as an extrinsic cue that serves as a certain indicator for consumers (Dean, 1999) and consumer decision making styles as mental characteristics for shopping orientation (Sproles & Kendall, 1986) in order to see cross-cultural difference in consumers’ perception of sustainability brand among 3 countries: Korea, China and Russia. Choice of countries is not only resulting from the difference in behavior and attitudes towards sustainable consumption of Greendex (National Geographic & Globescan, 2013), but also, the difference among countries even when belonging as a part of Asia. Thus this study investigates overall consumers’ decision making style among three countries of South Korea, China, and Russia to find the effect of brand popularity on brand evaluation. Additionally, the moderating effect of fashion leadership and sustainability involvement was preceded. From this, it aims to provide implication for positioning and marketing sustainable brand in accordance to the difference consumer segmentation. A study was designed to determine which dimensions of consumer style inventory of country are most frequently associated in accordance to countries and whether brand popularity had affect on purchase intention of sustainable brand. The hypotheses were tested with a data set developed form field survey. The study was conducted cross-nationally in Korea, China, and Russia using online and offline survey. The survey questionnaire reflected a quasi-experimental design. The between-subjects design employed consisted of two between-subject factors of brand popularity and consumer decision-making style. The factor brand popularity had two levels: one provided with a brand popularity ranking as an extrinsic cue and one without. The resultant questionnaire was pretest by natives before distributing. No discrepancies among the surveys were reported. The consumer decision making style had three levels of Korea, China, and Russia. The questionnaire was pretest by 30 fashion marketing researchers before distributing. Of the 376 samples collected, 6 were returned incomplete. An additional 18 samples were deleted for further analysis as the answers were unusable. In total 352 samples – 113, 121 and 118 samples from Korea, China and Russia respectively – were subjected for final analysis.A one-way MANOVA revealed a significant multivariate main effect for consumer decision making style of the nation (Pillai’s trace = .23, F (10, 676) = 9, p <. 000). Given the significance of the overall test, the univariate main effects were examined. Significant univariate main effects for consumer decision making style of nation were obtained for quality (F = 6.95, p <.01), for uniqueness (F =7.54 , p <.01), for favorability (F =6.94 , p <.01), and for purchase intension (F =4.33 , p <.05). Significant nation pairwise differences were obtained in popularity among Korea, China, and Russia. In case of Korea, the effect of brand popularity yielded significantly higher mean score when it was presented. However, for China, the effect of brand popularity was significant as well (Pillai’s trace = .10, F (5, 114) = 2.45, p <. 05). Meanwhile, the outcome of Russia had different aspect to the prior two countries with no significant difference at all. The t-test provides evidence to support the claim that the effect of brand popularity differs according to the consumer decision making style of nations. Participants were placed into "high" or "low" fashion leader groups on the basis of previously obtained attitude. The group was divided according to the mean value (X = 2.98). Significant nation pairwise differences were obtained in fashion leadership among Korea, China, and Russia. In case of Korea, the effect of fashion leadership was not shown significant. However for China, the effect of fashion leadership was significant (Pillai’s trace = .31, F (5, 114) = 10.27, p <. 001). Russia also had dramatic effect of fashion leadership (Pillai’s trace = .12, F (5, 110) = 3.03). Significant nation pairwise differences were obtained in sustainability involvement among Korea, China, and Russia. The significant dependent variables appear differed by nations. In case of Korea, the effect of sustainability involvement was significant (Pillai’s trace = .17, F (5, 105) = 4.33, p <. 01). Similarly, the effect of sustainability involvement in China was significant (Pillai’s trace = .20, F (5, 114) = 5.82, p <. 001). The result of Russian was not significant. This study examines the overall effect of brand popularity and consumer decision making styles among three countries: South Korea, China, and Russia on customer evaluation of sustainable brand with the moderate role of fashion leadership and sustainability involvement. This study found that the effect of brand popularity differs according to the consumer decision making style of nations, fashion leadership, and sustainability involvement. Thus, consumer culture should be considered when applying such communication strategy. The result revealed that first hypothesis that brand popularity will affect consumer evaluation on the sustainable brand was denied. This can be explained due to the experimental condition of this study where it applied a virtual brand and the virtual institutions for evaluation. However, in more specific, this can be described as due to the cross national method of this study. The previous studies only focus on proceeding study in one country (Kim & Chung,1997; Rao & Monroe, 1988). It was found that Koreans tend to be more recreational, impulsive, confused by overchoice, brand conscious, and habitual whereas China brand conscious, impulsive, and less confused by overchoice. Russia was scored significantly low on all above mentioned criteria. The moderating effect of consumer decision making style of nation was investigated. The result indicated significant difference of consumer decision making style of nation. Whereas Korean had positive effect of brand popularity on brand evaluation when presented, China showed negative influence, and Russia had no significant impact. This can be due to the Korean consumers’ tendency to value trust and reputation. Individual Korean consumers tend to buy products of large we The third hypothesis of fashion leadership negatively affecting the effect of brand popularity was also partially supported. The significant dependent variables appear differed by nations. In case of Korea, the effect of fashion leadership did not shown significant, yet China and Russia did. However, while China had positive effect of brand popularity, especially to those with high fashion leadership, Russia had negative effect of brand popularity. The difference on consumer decision making style in between high and low fashion leadership groups was investigated. For Korea, involved subjects were significantly more novelty conscious, hedonic shopper, habitual. In case of China, involved subjects were significantly more perfectionism, brand conscious, novelty conscious, impulsive, confused by overchoice, and habitual Lastly, for Russia, involved subjects were significantly less brand conscious novelty conscious, hedonic, impulsive, and habitual. The result of Korea can be inferred as the high trend sensitivity of Koreans. With less difference in consumer decision making style in between high fashion leaders and low fashion leaders, compared to the other two countries, the effect may have not been clearly shown. The result of China and Russia can be interpreted as that the Chinese fashion leaders being more brand conscious caused higher result when the brand popularity was provided. Yet, in Russian fashion leaders who are less brand conscious and less impulsive may have affected the rigid attitude towards the well-known sustainable brand. Lastly, the effect of sustainability involvement was examined. In case of Korea, the effect of sustainability involvement was significant. Similarly, the effect of sustainability involvement in China was significant. The result of Russian was not significant. "high" and "low" fashion leadership groups differed in their decision making style by nation. For Korea, involved subjects were significantly more novelty conscious, hedonic shopper, and more habitual. In case of China, involved subjects were significantly more perfectionist, brand conscious, novelty conscious, hedonic, impulsive, confused by overchoice, and habitual. Lastly, for Russia, involved subjects were significantly more perfectionist. The difference of the result can be explained through the distinctive culture of each country along with the result of the consumer decision making style of the highly involved groups from each country. Koreans, as mentioned above, the effect popularity cue works stronger than other countries. The tendency of preferring products with powerful brand name would have affected the result as expected. However in case of China, along with that Chinese having suspicious perception on institutional documents, significantly being brand apathy may also explain the result. In addition, Russia overall had a high score of sustainability, which can relate to the fact that although slight decrease in its Greendex recently, it has been ranked for several years now, the sustainability value itself may have worked as a intrinsic value of the brand rather than brand popularity cue.ll-known companies rather than small and unfamiliar ones (Kim & Zhang, 2009). The result of China can be explained with Chinese consumers’ characteristics of having suspicious perception on transparency of the enterprise information (Brandvista, 2013). Especially distrust on official data or the governmental exists. With Russians result, this finding are supported by several previous research that suggests that new brands coming to Russian market at the very high speed and disappears quickly due to complexity of the market, thus consumers don’t have time to strongly attach to one brand (Peskova, 2007).

The cross-sexual movement in ads implies that a gender role stereotype that was not easily changed in society has been steadily changed lately. In general, changes happen after a phenomenon. If the cross-sexual trend in ads brings about changes in the society of eastern culture where a gender role stereotype is relatively stronger than western culture, the social impact of cross-sexual advertising will be quite influential. From such perspective, this study attempted to empirically validate the effect of cross-sexual advertising which many companies are now utilizing increasingly. Specifically, this study was intended to identify the boundary conditions for the effect of cross-sexual advertising. This study validated the moderating effect of consumers' self-construal and need-for-uniqueness on the relationship between the ad type and the consumer evaluation. Furthermore, it clarified what the underlying cognitive mechanism was for the effect of cross-sexual ads.

This study aims to understand college students customer’s preference and the difference of coffee grade by comparing the result of Q-grader, who was trained professionally and received certification for a sensory evaluation of coffee grade. The results of the chemical analysis of raw coffee and coffee berry show that those of specialty grade had slightly higher, but not significant, water content. Further, the pH of specialty grade coffee was high in coffee beans and after roasting, the commercial grade became high. There was no significant difference between the specialty degree and commercial degree in color before and after roasting. In this study, the panels for the sensory evaluation included 24 university students. The preference of evaluation items of sensory evaluation consist of aroma, acidity, bitterness, astringency, aftertaste, and overall satisfaction. Items for the strength evaluation consist of aroma, acidity and bitterness. The sensory evaluation was expressed by applying a 5 point Likert scale (1: extremely low∼5: extremely high). In the sensory evaluation, it was evaluated that specialty grade coffee had strong acidity and commercial grade coffee was strongly bitter. The result of the sensory evaluation shows that female students are sensitive to coffee taste. In the analysis of frequent visit to coffee shop, the not-frequently-use-group rated that specialty grade coffee with higher overall satisfaction than commercial grade coffee in factors such as aroma and acidity. The group which did not prefer Americano coffee rated that specialty grade was higher than commercial grade in all factors except aroma, of which the result is similar to the cupping test.

This study was done to provide basic information about the storage and distribution of specialty grade coffee of which the market will be expanded through customer sensory evaluation according to the storage period of specialty grade coffee by the SCAA classified method with consideration to defective beans and scent. The specialty grade coffee sample of this study was extracted on day 1, day 14, and day 28. The water content showed a significant reduction on the 28th storage day and there was no pH change according to the storage period. Color degree was brightened according to the preservation period before and after grinding but there was no significant difference. The panels for sensory evaluation considered of 24 university. The sensory evaluation consist of aroma, bitterness, and astringency, acidity, aftertaste, overall satisfaction, and items for strength estimation consist of aroma, acidity and bitterness. The sensory evaluation was expressed by applying a 5 point Likert scale. The results showed that as the storage period increased so too did the aroma and the strength of bitterness. Preference was the highest on day 1 in every items except aroma and astrigency. However on day 14 and day 28, most of the sensory evaluation became low and then became high, which was inconsistent. Male students were not consistent in their evaluation according to the preservation period, but female students rated aroma and bitterness the lowest on preservation period day 1 and they prefer after a storage period of 1 day in regards to the entire degree of satisfaction including sour test. astrigency and aftertaste. The analysis of visiting frequency for coffee shops used demonstrated that the longer the preservation period, the lower the preference but was not significant in the case of involving a little frequency group. The group that did not like Americano coffee evaluated that the longer the preservation period, the lower the preference based on Americano coffee preference analysis. There was no consistency between the storage period day 14 and day 28 in strength and preference, but preference for storage period day 1 was high in every group, which means that the quality of coffee is affected by the preservation period.

본 연구의 목적은 넥타이의 폭, 스트라이프의 배열과 면적비에 따른 소비자 감성을 알아보는 데 있었다. 본 연구의 측정 도구는 자극물과 소비자 감성 척도로 이루어져 있었다. 자극물은 넥타이 폭(좁은, 중간, 넓은), 스트라이프 배열(가로, 세로, 사선), 스트라이프 면적비(1:1, 1:2, 1:3)로 된 27개의 컬러 그림으로 조작되었으며, 소비자 감성은 7점 척도를 사용하였다. 자료는 서울, 광주, 대구, 진주, 창원 등지에 거주하는 20-30대 성인남녀 270명을 대상으로 하여 2011년 11월에 수집되었다. 자료 분석은 SPSS프로그램에 의해 변량분석과 Duncan-test가 사용되었다. 본 연구의 결과는 다음과 같다.; 넥타이의 폭, 스트라이프의 배열과 면적비에 따른 소비자 감성은 매력성, 품위성, 개성, 능력성, 활동성의 5개 차원으로 구성되었다. 넥타이 폭은 매력성, 품위성에서 독립적인 효과가 나타났다. 스트라이프 배열은 매력성, 품위성, 개성, 능력성에서 독립적인 효과가 나타났고, 스트라이프 면적비는 품위성에서 독립적인 효과가 나타났다. 또한 넥타이 폭과 스트라이프 면적비는 능력성에서 상호작용효과가 나타났다. 이러한 연구 결과는 넥타이 상품 기획 시 유용한 자료가 될 수 있을 것으로 기대한다.

This study was carried out to evaluate the consumer recognition with regard to the safety management for imported foods. In order to evaluate the effect of the prgram on consumer education, the program was practiced for 89 female college students in Seoul, Korea. The participants were given an instruction with materials on imported food safety, including the safety management of imported foods and their distribution. The results showed that the participants achieved a greater understanding of imported foods. In particular, they had firmly grasped the importance of expiration date in selecting imported foods. Before the instruction, 50.6% of total participants blamed the Korean government for the problems arising from imported foods; only 18.0% placed the blame on individuals or businesses importing from foreign countries. After the instruction, 39.3% had blamed the individuals or businesses importing from foreign countries. Furthermore, 36.0% had disapproved of the foods that are imported from China before the instruction, while 32.6% found objectionable the views on the illegally distributed foods; 29.2% criticized the junk foods that target children (after the instruction). In addition, the level of participant satisfaction via-a-vis imported foods safety supervision had improved from 2.76 ± 1.59(before the instruction) to 3.37 ± 1.58(after the instruction). The results indicate that consumers are concerned with the imported foods that contain adulterated or forbidden substances and the illegally distributed foods from foreign countries. Thus, consistent and informative educational programs on imported food safety could help consumers in choosing safer products, resulting in an improvement in the consumer confidence with respect to imported foods.

This study was to investigate the consumer recognition of commercial Sunsik & Saengsik. The data was collected from the 395 married women residing in Seoul and Kyungki area by the self-administered questionnaire. A related purpose was to analyze the nutrient composition and the hygienic safety of commercial Sunsik and Saengsik. The results from this study were as follows. The purchasing and using behaviors were significantly different between two user groups. Sunsik users have generally purchased the products at a discount store(41.0%) as a between-meal snack(36.4%). The products were usually the ones made on the spot(55.0%). However, Saengsik users have purchased the manufactured products-serving size package-(84.0%) at a health foods store(50.7%) as a health food(38.7%). Many of Sunsik users have had Sunsik in water or milk with sugar(40.7%) and 1-2 times a week(40.0%). But Saengsik users have usually had Saengsik in water or milk with honey(38.6%) and everyday(34.7%). According to the analysis on nutrition composition, crude proteins were significantly more rich in Sunsik samples, and crude ashes were more rich in Saengsik samples(p〈0.01). Sunsik E and all the Saengsik samples showed the high total viable plate counts of 4.8~7.0 log cfu/g. Coliform groups were detected in all the Saengsik and two Sunsik(A, E) samples.

최근 기업에서는 자사 브랜드 또는 제품에 인플루언서를 활용한 마케팅이나 캠페인 활동을 전략적으로 펼치고 있는 사례가 많아졌다. 특히 소셜 네트워크상의 인플루언서 마케팅은 해외에서는 이미 활성화 되있으며, 국내에서도 지속적으로 늘어나고 있는 추세이나 SNS상에서의 인플루언서 유형과 제품에 따른 세부적인 연구와 미디어 인게이지먼트에 대한 소비자 반응 연구 측면에서는 선행연구가 희박하다. 일반적으로 국내의 소비자들이 SNS상에서의 제품 광고나 마케팅을 접하였을때 느끼는 정도는 인위적인 차원인데 반해, 인플루언서 즉 영향력 있는 1인을 내세워서 그들의 라이프 스타일에 스며들어 제품 을 보여주는 형태일때의 만족감이나 호기심, 주목성, 긍정적인 반응 등의 차원이 어떠할지 그 결과에 대한 소비자의 반응을 세부적으로 알아보는것이 필요한 시점이다. 이 연구는 소셜 네트워크상에서의 인플루언서를 활용한 제품이 소비자들의 관점에서 어떻게 받아들여지는지 소비자들의 평가를 조사하고자 인게이지 되는 유형중 사전조사를 통한 결과로 주목성이 제 품태도 및 구매의도에 어떠한 영향이 있는지 연구하였다. 그 결과 주목성의 고집단에서는 전문가가 더 높은 영향이 있으며, 저집단에서는 유명인이 높은 영향이 있음을 나타냈다. 따라서 소비자들의 주목성을 더 끌어올리기 위해서 인플루언서 유형 을 유명인에서는 자사 제품이나 브랜드에 대한 이미지와 일치하거나 전문성이 있는 유명인, 또는 제품의 전문가를 적절히 활용하면 소비자 평가에 긍정적인 효과가 높아질것으로 보여진다. 본 연구의 방향에 따른 결과로 기존의 전통 미디어와 다 르게 빠르게 변화하는 웹 2.0 시대에 맞는 미래지향적인 미디어로 SNS 마케팅 전략을 구사하여 소비자들로 하여금 제품에 대한 진정성, 신뢰감 및 공감을 형성시켜, 기업의 제품이나 브랜드 마케팅 활동에 도움이 될 것이라 생각한다.

6차 산업의 영향으로 농산물 생산뿐만 아니라 제조, 가공, 포장, 판매 등 다양한 분야에 관심을 갖고 융ᐧ복합 경영구조로 변화하고 있다. 특히 포장 및 판매의 경우 포장디자인, 브랜드디자인으로 농촌의 디자인 중요성이 강조되고 있는 반면 비용 부담 및 정보부족 등으로 인하여 원활히 이뤄지기 어려운 상황이다. 이에 농촌 상황의 포장디자인 비용부담을 줄이기 위해 전 연구에서 현장조사, 문제점파악, 개선연구, 표준디자인 가이드 안을 개발한 바 있다. 본 연구에서는 개발한 표준 포장디 자인안의 실용화를 위해 농촌관광마을에 현장 적용하여 개선을 통한 소비자 의견을 평가하고자 하였다. 그 결과 적용 포장 디자인의 만족도, 적합성이 70%이상이 긍정적인 의견으로 나타났고 포장디자인 기능 충족도는 운반편리성과 상품성이 높 게 나타났으며 요건 충족도는 경제성이 다소 높게 나타났다. 적용 포장디자인의 개선 요인 의견분석 결과 구매도가 가장 높았고 그 외에 전형성, 내구성, 적합성이 개선 요인으로 높게 나타났다. 본 연구결과를 통해 개발된 표준 포장디자인안의 소비자 의견의 타당성 및 효과를 정량적으로 검증하였다. 본 연구는 앞서 연구와 연결하여 현황조사, 문제점파악, 개선연구 진행, 표준가이드 디자인 개발, 현장실용화, 소비자 반응 평가, 기술이전계획 순으로 체계적이고 객관적인 연구절차를 통해 진행함으로써 농특산품 포장디자인의 문제점과 한계점을 해결하는 디자인개선 참고자료로 유효할 것으로 사료된다.

게임장르별 소비자 지각도 평가는 기업의 시장점유율, 신규 고객유치, 고객 유지, 경쟁기업 위치 정립 등 기업의 운영에 많은 영향을 미치는 부분이다. 특히 소비자가 제품 및 기업에 대해 나쁜 이미지로 소비자에게 지각되어 버린다면 금방 경쟁사에게 고객을 놓칠 수 있고, 시장에서 이미지 회복을 위해 많은 비용과 시간을 소비해야 한다. 하지만 상당수의 게임 업계는 제품판매에만 급급한 홍보 전략을 고수하고 있다. 이 전략은 단기적으로는 제품을 팔아 고객을 유치할 수 있지만 지속적인 고객유지는 어렵다는 것이다. 또한 기업 매출과 장기적인 시장점유율 확보를 위해서는 고객의 지각도 분석이 필요하다. 이러한 차원에서 본 연구의 방향을 게임제품과 기업이미지를 평가하는데 초점을 맞추어야 하지만, 논문이 특정 업체 제품 및 특정 업체방향으로 기울게되는 소지가 있어 모든 소비자가 공감할 수 있는 게임장르별 및 게임 특성들을 분석하고 거기 에 맞는 전략을 제언해주는데 중점을 두었다.