• 디지털산업정보학회논문지
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• 제19권4호
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• pp.155-162
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• 2023

This study analyzed the impact of negative information on co-branding, targeting co-branding consisting of a symbolic brand and a functional brand with similar brand assets. Through attribution theory, when consumers are exposed to negative information, they will infer the cause of the negative information. As a result, it was confirmed that when co-branding with a symmetrical symbolic brand and a functional brand, negative information has different effects on co-branding depending on the type. Negative information about the quality of co-branded products had a more negative impact on consumer attitudes than negative information about the iconic brand. It was confirmed that negative information about functional brands has a smaller impact than negative information about co-branding, but has a greater impact than negative information about symbolic brands. In addition, it was confirmed that negative information about the symbolic brand had a smaller negative impact on co-branding than negative information about the quality or functionality of the co-branded product.

• 한국식생활문화학회지
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• 제20권2호
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• pp.232-242
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• 2005

It is the aim of this study to identify and develop improved management practice and competitive edge through co-branding which has been adopted extensively in the States. There is no universally accepted definition of co-branding. The term has been used interchangeably with labels such as brand alliance and composite branding. This study is exploratory in nature and at best a pilot study as few academic research are found dealing with actual cases between hotels and restaurant companies in Korea. Through related literatures reviews and research findings, this study will provide valuable insight as to the methods and activities of co-branding and a framework to help industry professions identify co-branding opportunities to enhance the productivity.

• Asia Marketing Journal
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• 제19권3호
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• pp.19-44
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• 2017

Researchers do not fully understand consumers' responses to negative co-branding events; thus, they report inconsistent evidence regarding the negative impact on the partnering brands. Our research bridges a gap in this research stream, and answers an important question: When a service failure occurs, could the two different models of consumers' brand schema change affect their negative perception of each brand partner? By using a theoretical and mathematical modeling approach, we offer two propositions. The first proposition shows that, under consumers' book-keeping cognitive process, the negative spillover effect occurs for both brands. The second proposition argues that, when the sub-typing model is assumed, it is possible that one brand suffers while the other escapes the blame for the failure. To our knowledge, this is one of the first few studies to identify circumstances in which a negative spillover effect may or may not occur to brand partners in co-branding service failures.

• Asia Marketing Journal
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• 제18권3호
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• pp.19-34
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• 2016

Product involvement is an important factor in consumer evaluation of co-branding. However, academic discussions over this factor have largely been neglected. This paper bridges this gap and investigates how product involvement moderates the strength of the reciprocal effect on each brand partner. We validate two theory-driven propositions by using a theoretical modeling approach. Proposition 1 explains that the negative reciprocal effect on partnering brands is stronger in the scenario of higher-involved categories than in lower-involved categories. Proposition 2 argues that the positive reciprocal effect on partnering brands can be more significant in the case of lower-involved categories than in higher-involved categories. To the best of our knowledge, we are the first to explore the influence of product involvement on reciprocal effects in the scenario of a moderately-incongruent co-branding alliance.

• 패션비즈니스
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• 제10권6호
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• pp.110-121
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• 2006

The purpose of this study is to analyze the various types and areas of recent collaborations in fashion industry and to find the utility value of collaboration. Seventy seven cases of fashion collaboration marketing strategies were selected from officially announced literature survey and enterprises information around the world. Among the seventy seven cases of fashion collaboration surveyed in this study, collaboration with other fields made up 59.7 percent, collaboration between the same fashion categories made up 40.3 percent. Among the areas of other fields, collaboration with IT(Information Technology) or Motor enterprises were included and made up 36.4 percent. Collaborations with Culture and art world that fashion brands collaborate with world-renowned industrial designer or artist and star entertainers were also included and made up 23.3 percent. Among the areas of the same categories, collaboration of fashion designer and sports or casual brand made up 22.1 percent. Collaborations of home shopping mall and fashion designer made up 18.2 percent. Collaboration cases surveyed in this study were classified according to three types; co-product development, co-branding, and co-marketing. Collaboration for co-product development made up 72.7 percent. Collaboration for co-branding made up 27.3 percent. Collaboration for co-marketing made up 37.7 percent. These collaboration marketing strategies are very efficient to upgrade brand image and cut the marketing cost by creating new target, product, brand, and promotion through successful partnerships. Therefore, much more various types and areas of fashion collaborations should be developed to create something new for future consumers.

• 디지털융복합연구
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• 제11권3호
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• pp.189-197
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• 2013

최근 경쟁력이 약한 중소기업들은 브랜드 파워와 마케팅 능력을 강화시킬 수 있는 공동브랜드에 대한 관심이 높아지고 있다. 이러한 상황에서 본 연구에서는 국내 공동브랜드의 운영현황을 고찰하고 활성화 전략을 제시하고자 하는 목적에서 이루어졌다. 먼저, 공동브랜드 개념을 다양한 측면에서 알아보고, 공동브랜드의 장, 단점을 살펴보았다. 둘째, 공동브랜드의 유형별을 협동조합형, 기업간 연합형, 선도기업 주도형 및 민 관 합작형 공동브랜드로 구분하여 각각의 장단점을 살펴보았다. 셋째, 국내 주요 공동브랜드의 현황을 제시하였다. 넷째, 중소기업청 지원 공동브랜드의 현황을 살펴보았다. 이를 위해 연도별 지원현황을 살펴보고, 공동상표 업종별 분포 현황 및 공동브랜드 중단유형에 대해 세부적으로 살펴보았다. 끝으로 이러한 자료를 근거로 국내 공동브랜드 활성화 전략을 단기적 측면과 중장기적 측면에서 제시하였다. 본 연구결과는 향후 국내 공동브랜드 사업의 개선방안을 모색하는데 토대가 될 것으로 정부의 지원제도를 마련하는데 도움이 될 것으로 기대한다.

• 한국조리학회지
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• 제13권1호
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• pp.1-10
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• 2007

Co-branding of food courts is turning into a trend with the activation of recent entrance of famous restaurants into shopping departments and other large-size buildings. This research analyzes the effects of co-brand food courts on the choices of dining enterprises by dealing with the customers of these newly activated food courts in shopping malls and large-size buildings. By analyzing the effects of the present status of customers' using food courts according to the characteristics of their choices of dining enterprises, food and brand elements were found to have an effect on the restaurant brand recognition of food courts, and price factor was found to have an effect on an visitors' recommendation intension. Therefore, customers who set importance on food and brand elements tend to take the brand of food courts into consideration as well; therefore, the maintenance of food quality and strengthening of brand image are mandatory in case of food court operation.

• Asia Marketing Journal
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• 제22권4호
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• pp.151-170
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• 2021

This case study research analyzes the cross-artistic project Connect, BTS and its relationship to transmedia branding, meaning-making and spatiality. After an overview of the argument and a section on methodology, the reader will find the analysis of the case study. Thanks to the use of a qualitative approach, this examination of Connect, BTS unveils the ways in which this initiative becomes a location that allows a reconceptualization of space that fosters plurality, exchange, and subjectivity. Connect, BTS unites seemingly incompatible fields under one project, favoring the co-creation of meanings among different artists, BTS, ARMY (the group's fans), business partners and viewers. This process has been investigated through content analysis, exploring Connect, BTS's transmedia strategies from branding to storytelling, to evaluate their efficacy in regard to brand identity, brand experience, and brand trust. The paper will also explore the variety of layers and spatial dimensions contained in Connect, BTS, which flow from art to the music industry, material and digital space, various market sectors and media. In light of this, Connect, BTS embraces a galaxy of separate semantic units into an extended liminal continuum that does not discount difference.

• 한국콘텐츠학회논문지
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• 제20권1호
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• pp.165-179
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• 2020

본 연구는 해외 국가브랜딩전략에 대한 새로운 이론적 동향을 비판적으로 고찰함으로써 한국의 다양한 콘텐츠를 소통하고 교류하는 국가브랜딩의 변화방향을 모색한다. 지난 20여 년간 해외에서는 국가브랜딩에 대한 학술적 논의가 시대흐름에 따라 다양한 분야에 걸쳐 논쟁을 거듭하며 축적되고 확장되어온데 반해, 국내에서는 개념적 논의의 확장은 정체된 채 국가홍보를 위한 도구적 차원에만 그 초점이 머물러있었다. 그러나 혼돈의 국제정세 속에서 지속적으로 제기되고 있는 한국의 국가브랜드 저평가 및 국가이미지 제고문제에 대한 발전적 논의를 이어가기 위해서는 미디어변화에 따른 국가브랜딩에 대한 근본적이고 체계적인 개념적 이해가 선행되어야 한다. 이에 따라 본 연구는 그 동안 국내 연구에서는 주목하지 않았던 국가브랜딩의 다양한 이론적 관점과 패러다임 전환에 관한 연구문헌들을 심층적이고 폭넓게 검토하여 국가브랜딩이 국가 정체성-국가브랜드-국가이미지 간의 상호순환관계라는 새로운 개념적 틀을 제시하였다. 특히 '관계형성 패러다임'이라는 최근의 국가브랜딩 트렌드를 구체적이고 다각적으로 논의함으로써 한국의 국가브랜딩이 일 방향적인 홍보중심 관점에서 벗어나 다양한 수용자들과 우호적 관계형성, 개선 및 유지를 위한 전략으로 구현되기 위해서는 어떠한 요소들을 핵심적으로 고려해야하는지 현 시대에 맞는 국가브랜딩 전략의 요지를 파악하여 재 개념화하고 향후 한국의 미래지향적인 국가브랜딩 방향에 대한 시사점을 제시한다.

• 복식문화학회:학술대회논문집
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• 복식문화학회 2001년도 International Costume Culture Conference
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• pp.102-103
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• 2001