• 한국정보시스템학회지:정보시스템연구
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• 제29권2호
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• pp.111-130
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• 2020

Purpose SNS (Social Network Service) is one of new promising marketing tools which allow marketer to do two-way communication and social interaction. Three characteristics of SNS marketing including informativeness, interactivity, and playfulness are distinguished from traditional marketing. The purpose of this study is to examine the relationships between three characteristics of SNS marketing, brand image, and purchase intention. Design/methodology/approach The present study proposed a research model integrating SNS marketing characteristics, brand image, and purchase intention represented by structural equation modelling and four hypotheses. A total of 20 questionnaire items for five variables were developed and measured by using five point Likert scale. 199 valid data were collected and used to test four hypotheses using SmartPLS. Findings Three hypotheses that the characteristics of SNS marketing such as informativeness, interactivity, and playfulness have a positive influence on brand image were supported at the significance level of 0.05 and 0.001 respectively. The hypothesis regarding the relationship between brand image and purchase intention was also supported at the significance level of 0.001. Brand image plays a significant mediating role in the relationship between SNS marketing and purchase intention. In particular, the result of research that playfulness of SNS marketing affects brand image significantly suggests a new future research theme regarding spiritual marketing. Implications for academics and practitioners were suggested.

• The Journal of Asian Finance, Economics and Business
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• 제8권4호
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• pp.917-928
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• 2021

This study is an empirical investigation of the effectiveness of guerrilla-marketing techniques in creating a positive brand image among generation Y (millennial) consumers. Five guerrilla techniques practiced by companies-such as viral marketing (EWOM), stealth marketing, ambush, graffiti, and clickbait ads-were studied, and hypotheses were proposed. This study adopted a quantitative approach and a questionnaire using the non-probability sampling technique was developed to collect data and self-administered to 248 millennial respondents on various university campuses. The data collected were analyzed through structured modeling on AMOS. The findings of this research revealed that guerrilla marketing affects symbolic and experiential brand image. Further, the results revealed that stealth marketing, graffiti, and click bait advertising were found to be influential on both symbolic and experiential brand images. As an exception, the hypotheses for ambush marketing were found to have no significant influence on the brand image (symbolic and experiential). Moreover, ambush technique in campaigns may have a negative impact on the brand image. Conversely, the study found that clickbait ads had a significantly negative influence on experiential brand image. Consequently, the results of this study strengthen past findings and concluded that guerrilla marketing techniques are beneficial communication tools in the limited marketing budgets.

• 디지털융복합연구
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• 제7권3호
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• pp.75-82
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• 2009

The purpose of this study is explore the effect of brand marketing on the circulation structure factors as corporation image, brand image, and purchase intention and to clarify the causal sequence model in mobile phone corporation The results confirmed the suggested hypotheses. In addition, the analyses showed that effects of both brand marketing-related variables and the circulation structure factors as CI (corporation image) and BI(brand image) and PI(purchase intention) are mediated by the other variables. Based on the findings, the study showed that the effect of brand marketing indirectly on the purchase intention is mediated by corporation image and brand image in mobile phone corporation.

• 동아시아경상학회지
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• 제9권2호
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• pp.55-73
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• 2021

Purpose -This study aims to determine how the characteristics of the airline's SNS marketing affects brand image, brand attitude according to perceived values, and to analyze the impact of SNS marketing factors. It was intended to provide theoretical and practical implications for airlines to refer to SNS marketing activities. Research design, data, and methodology -A questionnaire was formed based on previous studies, and then an online questionnaire was created to conduct a survey. Explained the purpose and asked to respond. From February 1 to 14, 2020, 333 responses with a valid number of samples were confirmed for the final analysis of the data. The questionnaire was composed of five areas: demographic characteristics, SNS factor, brand image, brand attitude, and perceived value. Result -Airline's SNS marketing, brand image, and brand attitude are affected by the gender, age, and SNS usage time of the user, and the perceived value of the user is shown to be controlled by the airline's SNS marketing's influence on brand image and brand attitude. Conclusion -When SNS is to be effectively used for airline marketing, it is necessary to pay attention to the demographic characteristics and the control effect of perceived value, and use it for airline management. The perceived value has been shown to affect SNS marketing's brand image and brand attitude.

• 품질경영학회지
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• 제46권4호
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• pp.1015-1028
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• 2018

Purpose: This study attempts to find how the cultural marketing activities utilizing cultural space affect firm's brand image and brand loyalty, and whether this culture marketing technique is recognized as a social contribution activity by potential customers and thereby influence brand image and loyalty. Methods: The data was collected by using the structured questionnaires to consumers who have experience using the Naver Library, Starfield Library, and Hyundai Card Library. The proposed research model is tested using 178 valid questionnaires using Smart PLS 2.0. Results: This research indicated that among cultural marketing factors, cultural support and cultural promotion have little impact on brand image, whereas culture firm influence brand image. Brand image also had an impact on brand loyalty, but it was found that public libraries operated by companies were not recognized as corporate social contribution activities, nor did they have an impact on the formation of the company's brand image. Conclusions: The study offered a theoretical and empirical foundation for future research by empirically identifying the relationship between cultural marketing and brand image and loyalty and confirmed the coordinating effect of social contribution activities between a cultural firm and its brand image.

• 융합경영연구
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• 제6권4호
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• pp.1-16
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• 2018

Purpose - This study will investigate and identify the relationship between brand image, brand attitude and intent to purchase based on subjects that have remembered or watched more than one storytelling marketing ad related to airlines. The purpose of the project is to secure market competitiveness by presenting the basis for and use of the marketing strategy using storytelling, which can capture the goodwill of the aerospace competition market in the future. Research, design, data, and methodology - Prior to the research model and hypothesis testing phase, a verification factor analysis was conducted to assess internal consistency among each measurement item and to ensure reliability and validity of the measurement tool. Further, the organization was assessed for validity by calculating the mean variance estimation (AVE) and the construction concept reliability (CCR) through a positive factor analysis. Hypothesis verification was analyzed through a structural equation model, and each concept set in the hypothesis was entered as a potential variable, and each measurement item was entered as an observation variable. Results - Airline's storytelling marketing has a significant impact on the brand image and two emotional and cognitive responses have been shown to influence the brand image. In addition, airline storytelling marketing has a significant impact on brand attitudes and airline storytelling marketing derived from factor analysis has shown two emotional and cognitive responses to brand attitudes. Conclusions - The parts derived based on the research results show that storytelling marketing has a strong influence on the airline's brand image and attitude, and that it is necessary for airlines to have a brand image and attitude. Also, forming a favorable brand image has a significant impact on brand attitudes. We believe that by presenting basic data to the aviation industry in future research on airline storytelling, we will be able to increase understanding and contribution to development of storytelling marketing in aviation.

• 한국컴퓨터정보학회논문지
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• 제24권5호
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• pp.103-111
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• 2019

The purpose of this study was to investigate how internal marketing affects self-efficacy and hospital image in university hospital nurses. In addition, it was to identify which factors of internal marketing is the most important factor perceived by the nurses. The sample consisted of 228 nurses working in one university hospital located in Changwon city of Gyeongnam province. The measurements included internal communication (5 items), empowerment (5 items), reward (3 items), education and training (5 items), working environment (3 items), leadership (5 items), self-efficacy (5 items), and hospital image (8 items) based on a review of related previous studies. Survey data were analyzed employing SPSS version 20.0 and AMOS version 20.0. The nurses rated internal communication (0.887) of the internal marketing sub-factors the most important, while they evaluated working environment (0.802) the lowest. The internal marketing perceived by nurses has a positive effect on self-efficacy (0.476) and hospital image (0.674). Nurses' self-efficacy also had a positive effect on hospital image (0.226). The findings reveal that the managers should build a positive climate of internal marketing activities in order to enhance nurses' self-efficacy and hospital image.

• 대한안전경영과학회:학술대회논문집
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• 대한안전경영과학회 2010년도 추계학술대회
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• pp.399-416
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• 2010

Recently, As a marketing communications strategy, many companies are involved in sports sponsorship. Companies use sports sponsorship to increase the company's image. Or sponsorship gives the company an image change. Businesses have to complement and improve the advertising effects complementary. A new form of sports sponsorship as a marketing vehicle, Companies will bring a new marketing strategy. In addition, the importance of sponsorship is even more greater. In this study, as a way of Sports marketing, Corporate image using a sponsorship affect recognize any on consumer's purchasing behavior. Study results, It proved that Corporate image using a sponsorship affect recognize on consumer's purchasing behavior. It will continue to grow the sports field. Companies is important a variety of communication channels with customers. In this competitive marketplace, To become a competitive business effectively should be communicate with customers.

• 한국콘텐츠학회논문지
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• 제8권4호
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• pp.147-154
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• 2008

본 연구는 기업의 문화마케팅 활동이 기업이미지제고를 통해 구매의도에 어떠한 영향을 미치는지에 대한 연구로써 문화마케팅을 시행한 기업의 이미지는 어떻게 소비자에게 인식되며 그 기업의 이미지 형성에 따라 그 기업의 제품 구매에 대한 영향을 알아보는데 연구 목적이 있다. 연구 대상자는 서울과 충청 지역의 대학생 102명을 대상으로 했으며 연구의 특성상 일반인에게 잘 알려지지 않은 것을 감안하고 설문 대상의 수가 적은 것을 감안하여 PLS(Partial Least Square)를 사용하여 단점을 보완하였으며 다음과 같은 결론이 도출되었다. 첫째, 문화마케팅은 기업이미지요소(기업행동 사회행동 마케팅이미지) 3가지에는 긍정적인 영향을 미치지만 기업신뢰이미지에는 설명력이 낮다고 도출되었다. 둘째, 기업이미지 4가지 중 구매 의도에 미치는 영향은 기업행동이미지를 제외하고 사회행동 기업신뢰 마케팅이미지에 긍정적인 영향을 준다는 것을 알 수 있다.

• 유통과학연구
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• 제12권5호
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• pp.5-13
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• 2014

Purpose - We seek feasible strategies to draw customers into a state of attitudinal/behavioral loyalty through perceived quality and perceived risk in the experienced food industry. Research design, data, and methodology - We utilize the LISREL model to examine the cause and effect relationships between customer loyalty, perceived quality, perceived risk, and three marketing proposals (brand image, store image, and promotion). We employed the quota sampling method to conduct the survey questionnaires, collecting365 effective customer samples in coffee shops/stores in Taipei City. Results - We find that store image substantially benefits consumer loyalty through perceived quality. Marketing managers can enhance store environment and atmosphere to elicit both attitudinal and behavioral aspects of customer-perceived quality and loyalty. Conclusions - This is the first paper to investigate simultaneously customer loyalty across brand image, store image, and promotion/marketing proposals in the food industry. Managers can promote brand image and store image at the same time to enhance customer-perceived quality.