• 대한교통학회지
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• 제30권2호
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• pp.53-65
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• 2012

본 연구는 대중교통을 이용하는 여성통행자가 차내에서 발생하는 성범죄로부터 안전하게 이동할 수 있도록 성범죄피해 현황을 파악하고 개선방안을 제시하기 위하여 수행되었다. 대중교통내에서 발생하는 성범죄 피해현황을 파악하였으며, 이러한 경험이 성범죄를 예방하기 위한 정책을 도출하는데 어떠한 영향을 미치는지 분석하였다. 분석방법은 경기도 직장여성들을 대상으로 심층면접조사를 수행하여 성범죄 피해실태를 파악하고 적절한 대응방안을 모색하기 위하여 구조방정식 모형으로 인과관계를 분석하였다. 그 결과, 여성들은 CCTV와 경고음 설치, 경찰인력의 추가 배치는 성범죄예방에 효과적으로 판단하고 있으나, 여성전용칸 설치는 실효성이 낮은 것으로 평가하였다. 이러한 결과에는 각 개인의 주관적 규범과 지각된 행동통제가 중요하게 영향을 미치는 것으로 나타났다. 이러한 분석결과에 근거하여 대중교통 성범죄 예방을 위한 정책적 대안을 제시하였다.

• Asia Marketing Journal
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• 제16권4호
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• pp.75-87
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• 2015

As more companies become interested in global markets, it has become crucial for firms to create globalized brands whose positioning, advertising strategy, personality, looks, and feel are consistent across nations. The purpose of this study is to investigate the global branding strategy of the Hyundai Motor Company (hereafter HMC) in order to show how the company processes its branding strategy. HMC, one of the leading global companies in the automobile industry, set up its brand identity as "Modern premium", in alignment with their new slogan "New Thinking New Possibilities", in 2011. The aim of the "Modern premium" concept was to provide consumers with new experiences and values beyond their expectations. HMC wanted their consumers to think of their cars as not only a medium of transportation but as a life space, where they can share experiences alongside HMC. In an effort to conduct consumer research in 5 different nations, HMC selected "brilliant" as a key communication concept. The word "brilliant" expresses the functional, experiential, and emotional dimensions of HMC. HMC furthermore chose "live brilliant" as a key campaign message in order to reinforce their communication concept. After this decision, the "live brilliant" campaign was exhibited through major broadcast channels around the world. The campaign was the company's first worldwide brand campaign, where a single message was applied to all major markets, with the goal of building up a consistent image as a global brand. This global branding strategy is worth examining due to its significant contribution to growth generation in the global market. Overall, the 'live brilliant' global brand campaign not only improved HMC's reputation image-wise, with the 'Modern Premium' conceptualization of the brand as 'simple', 'creative' and 'caring', but also improved the consumer's familiarity, preference and purchase intention of HMC. In fact, the "live brilliant" campaign was a successful campaign which increased HMC's brand value. Notably, HMC's brand value increased continuously and reached 9 billion US dollars in 2013, leading it to reach 43rd place in the Global Brand Rankings according to the brand consulting group Interbrand. Its brand value largely surpassed that of Nissan (65th) and Chevrolet (89th) in 2013. While it is true that the global branding strategy of HMC involved higher risks, it was highly successful according to cross-nation consumer research. Therefore, this paper concludes that the global branding strategy of HMC made a positive impact on its performance. We further suggest HMC to combine its successful marketing with social media such as Facebook, Twitter, and Instagram and embrace digital media by extending its brand communication horizon to the mobile internet