• Title, Summary, Keyword: 브랜드 이미지

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The Influences of Service Quality on Brand Image and Brand Attitude (항공사 서비스품질이 브랜드 이미지, 브랜드태도에 미치는 영향과 항공사 유형에 따른 인식의 차이에 관한 연구)

  • Park, Hye-Yoon
    • The Journal of the Korea Contents Association
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    • v.16 no.6
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    • pp.374-386
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    • 2016
  • This research has analyzed the influences of Service quality on Brand image, Brand attitude and Behavioral intentions. And it is also investigate how is brand image and attitude effects behaviors on customers to choose airline. This research have valuable data in order to establish the strategy how airlines can introduce themselves to customers. Based on the statistic results, We are able to find out the meaningful differences. Airline's Service Quality cause the positive influences on brand image, brand attitude and behavioral intentions. This research has several implications such as what kind of strategies airline needs focused on in order to improve passenger's satisfaction.

The study on the Influences of National Image and Corporate Image on Brand Equity -Focused on the Comparison between Chinese brands and Global brands- (브랜드자산에 대한 국가이미지 및 기업이미지의 영향에 연구 -중국시장에 진출한 글로벌 브랜드 및 중국 브랜드에 대한 비교를 중심으로-)

  • Kim, Moon-Tae
    • Management & Information Systems Review
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    • v.30 no.1
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    • pp.187-209
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    • 2011
  • This study investigate the roles of national image and corporate image on perceived quality, brand image, brand loyalty and brand equity of Chinese brands and global brands that are doing marketing in China. Several implications of this study is following like these. First, national image is one of major influence factors that affect enough on perceived quality likewise factors like advertising, price, and distribution. It is important marketing tool to promote national image on the national perspective and need to do those kinds of marketing activities. Second, this study shows the result that corporate image that is measured by the items focused on abilities of corporations is also influence factors that affect on perceived quality. In this perspective, the corporate image focused marketing activities of Korean firms may be the one of effective tools. Consequently, this study explains the mechanism that national image and corporate image variables enhance perceived quality, and perceived quality enhances brand image, brand loyalty and brand equity.

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우수축산물브랜드 분석을 통한 브랜드 이미지 개발 방안에 관한 연구

  • Seon, Jong-A;Jang, Seok-Ju;Park, No-Guk
    • 한국벤처창업학회:학술대회논문집
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    • pp.45-64
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    • 2009
  • 국내시장의 개방화 추세에 의해 해외 농축산물 수입이 급증하고 소비자의 소득이 높아짐에 따라 소비의 형태가 품질우선으로 바뀌고 있다. 개별농가 및 정부. 지자체에서는 이에 대한 대응으로 농축산물의 브랜드화를 추진하고 있으나 지속적으로 브랜드 난립, 브랜드화 및 마케팅 전략 부재 등이 주요 문제점으로 지적되어왔다. 이에, 우수축산물을 실태를 분석하여 브랜드 마케팅 전략수립을 위한 브랜드 네이밍, 브랜드 디자인 등 브랜드 이미지개발에 대한 방안을 모색해보았다. 이는 기존의 주요 농산물 공동브랜드의 이미지 개발전략에 대한 분석을 함으로써 앞으로 공동브랜드 개발주체에게 브랜드화와 브랜드 이미지 개발방향에 대한 기초 자료를 제공할 수 있을 것이다.

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Antecedents of Attitudes Toward Private Brands from the Perspective of Image Congruence (이미지 일치성 관점에서 본 유통업체 브랜드에 대한 태도 형성의 선행 변수들)

  • 이동대
    • Journal of Distribution Research
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    • v.8 no.1
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    • pp.21-46
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    • 2003
  • Despite importance of private brands in the retail industry, not many studies have been performed on factors affecting consumers' attitude formation toward private brands. This study tries to understand attitude formation toward private brands from the perspective of image congruence. Focusing on three types of image congruence-image congruence between a private brand and a consumer's self, image congruence between a store and a product category used for a private brand, and image congruence between a store and a consumer's self - this study explores relationships and effects of these three types of image congruence on attitudes toward private brands. According to results, image congruence between a private brand and a consumer's self has the strongest effect among three types of image congruence. Image congruence between a store and a product category also has a significant positive effect on attitudes toward private brands. Effects of image congruence between a store and a consumer's self on attitudes toward private brands were opposite to the hypothesized direction, and explanations about the unexpected result are provided.

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The Influence of Trans Media Experience on Brand Image, Preference and Purchase Intention (트랜스미디어 경험이 브랜드 이미지와 선호도, 구매의도에 미치는 영향 -박카스 셀프스캐너 사례를 중심으로-)

  • Kim, Shinyoup;Kwon, Seungkyung;Baek, Jihee
    • The Journal of the Korea Contents Association
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    • v.17 no.3
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    • pp.643-653
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    • 2017
  • The purpose of this study is to analyze the influence of Trans Media Brand Experience on Brand Image, Brand Preference, and Purchase Intent. Trans Media experience refers the act of enjoying contents by crossing a number of different media. With the advance of digital convergence, brand experience communication has become more diverse. This study focuses on one particular Trans Media case, Bacchus Self-Scanner by using Smart PLS to analyze 119 participants on a structural equation model. The result shows that 1) brand experience has a positive impact(+) on brand image and purchase intent, 2) brand image has a positive impact(+) on Brand Preference and Purchase Intent, and 3) Brand Preference has a positive impact(+) on Purchase Intent. As the result shows, the empirical proof that Brand Experience affects not only the indirect-effect of Brand Image and Brand Preference but also Purchase Intent as the direct-effect, and that Brand Image can affect Brand Preference and Purchase Intent, will serve as strategic implications for Brand Experience and Brand Image.

Online Brand Loyalty and the Congruence between Online Brand Personality and Actual Self-Image (온라인 브랜드 개성과 자아이미지와의 일치성이 브랜드 로열티에 미치는 영향)

  • Wang, Xiao Wu;Lee, Hong-Il;Park, Cheol
    • 한국IT서비스학회:학술대회논문집
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    • pp.279-284
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    • 2010
  • 최근 온라인 브랜드에 대한 연구들이 많이 등장하고 있으나 온라인 영역에서 브랜드 개성(Brand Personality)과 로열티(Brand Loyalty)간의 관계에 대한 연구는 많지 않다. 본 연구는 온라인 영역에서의 개성과 자아이미지(Self-Image) 그리고 로열티간의 관계를 밝히기 위해 시도되었다. 이를 위해 절대차이모델(Absolute Difference Model)을 적용하여 온라인 브랜드 개성과 자아이미지와의 일치성 지수를 도출하고, 온라인 브랜드 로열티에 미치는 영향을 확인하였다. 연구결과 브랜드 개성의 진실, 최신, 유능성 차원이 온라인 브랜드 로열티에 영향을 미치는 것을 발견하였다. 이러한 결과는 온라인 브랜드의 로열티를 높이기 위해서 는 자아이미지와 브랜드 개성 차원이 일치하는 타겟집단의 선정과 브랜드 이미지 개발이 필요함을 시사하고 있다. 본 연구의 결과는 브랜드 개성을 활용한 온라인 브랜드 차별화 전략과 마케팅 커뮤니케이션 전략을 수립하는데 유용할 것이다.

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The Effects of Consumers' Psychological Responses to Product Design on Brand Image and Brand Equity (제품디자인에 대한 소비자의 심리적 반응이 브랜드 이미지와 브랜드 자산에 미치는 영향)

  • Na, Kwang-Jin;Kwon, Min-Taek
    • Science of Emotion and Sensibility
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    • v.11 no.4
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    • pp.653-667
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    • 2008
  • Despite of the importance of design, relatively little research has been conducted on consumers' behavioral responses to product design and especially, the empirical studies which are related to consumers' psychological responses to product design. Understanding of the relationship between the response to product design and brand image or brand equity is limited. This research investigated the effect of the design image which can be formed by the response to product design on brand image and equity in two kinds of product types (utilitarian and symbolic product). The result shows that the product design image has a strong effect on the brand image in both products. Design image of the product influences brand equity in the symbolic product. However, there was no significant effect of the product design image on brand equity in the utilitarian product. In addition, the research found that brand image has a strong effect on brand equity in both products.

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Understanding the Elements of Academic Library Brand Image: Based on Key Branding Concepts (대학 도서관 브랜드 이미지 구성요인 분석)

  • Park, Sang Keun;Park, Joseph Joo Suk;Cho, Hyun Yang
    • Journal of the Korean Society for Library and Information Science
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    • v.47 no.3
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    • pp.296-320
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    • 2013
  • The primary purpose of this study is to understand academic library service as a brand and a set of brand offerings. Based on previous studies, the study has built a classification of three distinctive perceptual aspects of library services; perceptual aspect of the service, experiential aspect of the service, and functional aspect of service. Eleven measurement items and 45 questions that are subject to the items are studied and employed from previous studies, each of the items were allocated through Item Response Theory (IRT) test and cluster analysis to filter in items of substantial contribution to the constructs as well as filtering out less contributable ones. The study shows there are 27 effective items to understand and measure library service as a brand.

The comparison of emotional brand image of the domestic mobile phones (국내 휴대폰 브랜드의 감성 이미지 비교)

  • Jeong, Sang-Hoon
    • Science of Emotion and Sensibility
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    • v.13 no.3
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    • pp.493-500
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    • 2010
  • The development of new technology and diversity in user needs lead mobile phone manufacturers to establish new strategies different from the existing for user attraction. Product identity, and brand image are major strategies for differentiation and adding new values to a product. This research starts with stating emotional brand image as the brand image made by the actual usage and the emotion built from the experience while using the product. This research will compare emotional brand image of the three major mobile phone manufactures in Korea (Brand A, C, and S) using evaluation of six representative emotions from users while using the product. The result of evaluating actual mobile phone users and the emotion built while actually using the product showed the brand image, and especially the emotional side of Korean mobile phone manufacturers. The result of this research itself would not be sufficient to simply state the emotional brand image of Korean mobile phone manufactures, but with further research including age, profession, gender and other demographic factors the result of this research would surely be able to abstract a clearer view of emotional brand image of Korean mobile phone manufactures.

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The Influence of a Brand Image on consumer's Attitude and Loyalty to the Brand -in special reference to coffee houses- (브랜드 이미지가 브랜드 태도 및 충성도에 미치는 영향 -커피전문점을 중심으로-)

  • Ha, Dae Yong;Kim, Eun Jin
    • Journal of the Korea Academia-Industrial cooperation Society
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    • v.14 no.5
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    • pp.2198-2206
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    • 2013
  • Coffee houses' key factors to succeed in the market are not only a basic element -the taste of coffees- but also brand image, satisfaction and consumer fidelity that food service industries take into account overall. The goal of this study is to find out the relations among brand image, brand attitude and fidelity. To this end, coffee was selected among other products due to its characteristic that the difference of its quality between brands is not very noticeable. Through an analysis of each coffee house's brand image in this saturated coffee market, the influence of brand image on consumers' preference was found out. In this process, not only a strategy for each coffee house's growth and development but also the relations between brand image, brand attitude and brand fidelity would be researched, resulting in a creation of more systematic strategies.