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열정 + 혁신 + 마케팅 = 신시장 창출 『풀무원 "자연은 맛있다"의 생라면 시장 개척 사례』, Kyoung Hee Chu, Doo Hee Lee, Seong Yeon Park, Yoo Oct 2011

열정 + 혁신 + 마케팅 = 신시장 창출 『풀무원 "자연은 맛있다"의 생라면 시장 개척 사례』, Kyoung Hee Chu, Doo Hee Lee, Seong Yeon Park, Yoo

Asia Marketing Journal

This case illustrates a story of passionate and innovative new market development by Pulmuone, a fresh food provider in Korea. The company has been successfully developing a new market by introducing a (non-frying) fresh ramen, ``Jayeonun Masitda - The Nature Is Tasty`` in the packaged ramen market dominated by fried ones. In this case, a detailed new market development process by Pulmuone will be investigated including; company overview, a new product development process, marketing strategy formulation, marketing mix implementation, market performance, and future directions. Pulmuone has been making efforts to create a new product category by marketing non-frying ramens since …


공동마케팅제휴에 있어 상호의존성과 갈등의 관계에 대한 연구, Ho Taek Yi, Young Wook Cho, Ju Young Kim Oct 2011

공동마케팅제휴에 있어 상호의존성과 갈등의 관계에 대한 연구, Ho Taek Yi, Young Wook Cho, Ju Young Kim

Asia Marketing Journal

Researchers in channel dyads have devoted much attention to relationship between interdependence (i.e. interdependence enymmetry and total interdependence) and conflict that promote channel performance. In social science, in spite of the inconsistent results in marketing practice, there are two contradictory theories explain the relationship between interdependence and conflict - bilateral deterrence theory and conflict spiral theory. The authors apply these theories to co-marketing alliance situation in terms that this relationship is also incorporated both company`s dependence, either from one company`s perspective or each partner about its respective dependence. Using survey data and archival data from 181 companies enlisted in a …


소비자의 지각된 가치가 소셜커머스 이용의도에 미치는 영향, Kyung Tak Lee, Dong Mo Koo, Mi Jin Noh Oct 2011

소비자의 지각된 가치가 소셜커머스 이용의도에 미치는 영향, Kyung Tak Lee, Dong Mo Koo, Mi Jin Noh

Asia Marketing Journal

Social commerce is a more recent phenomenon and growing in number and size with the diffusion of social networking services. But it has not been studied as extensively. The purpose of this study is to investigate consumers` social commerce usage intention empirically. Using the theory of reasoned action suggested by Fishbein and Ajzen(1975), this study tests that perceived value created by social commerce affects social commerce usage intention. In this study, authors e identify to the conception of perceived value as a multidimensional construct, economic, psychology, and time value. This study is to analyze the effects of the value perceived …


소비자 휴리스틱을 통한 인지적 발달 관점에서의 브랜드, Woon Bong Na, Roger Marshall, Young Seok Son Oct 2011

소비자 휴리스틱을 통한 인지적 발달 관점에서의 브랜드, Woon Bong Na, Roger Marshall, Young Seok Son

Asia Marketing Journal

The focus of this paper is to investigate cognitive development of brand heuristics in the mind of a young consumer as the consumer matures. This issue was examined by comparing the nature of the set of associations (that form the brand heuristic) given by consumers across four different age groups, with each age group representing a distinct stage of cognitive maturity. It is found that there are fundamental differences in the way the different age groups perceive the brand. The research method uses the novel approach of classifying the elicited associations into the three types of brand associations: attributes, benefits …


신한카드 브랜드구축을 위한 Imc전략, Kwang Ho Ahn, Chang Jo Yoo, Woon Yong Park Oct 2011

신한카드 브랜드구축을 위한 Imc전략, Kwang Ho Ahn, Chang Jo Yoo, Woon Yong Park

Asia Marketing Journal

Brand is the major enduring asset of a company and more valuable than the totality of specific products and facilities. Thus brands are powerful assets that must be carefully developed and managed. The company should design and implement marketing activities and marketing communication programs to build and grow the brand value. Strarbucks, Samsung Galaxy, and Nike brands get a price premium and generate strong customer loyalty. A power brand has high brand equity, which is the differential effect that brand knowledge has on consumer response to the marketing of that brand. Brand equity is created when brands have strong, favorable …


학습지향성과 시장지향성이 마케팅역량과 기업성과에 미치는 영향, So Hyoun Synthia Shin, Sung Ho Lee, Seo Il Chaiy Oct 2011

학습지향성과 시장지향성이 마케팅역량과 기업성과에 미치는 영향, So Hyoun Synthia Shin, Sung Ho Lee, Seo Il Chaiy

Asia Marketing Journal

The previous studies found the importance of market orientation (MO), learning orientation (LO), and marketing capabilities (MC) in driving firm performance (FP), but respectively. This research attempted to integrate the rather separate research streams of MO, LO, and MC in explaining FP. How MO and LO, as two critical constructs of organizations` cultural values, affect FP was examined with the mediating role of MC (composed of marketing planning capability (MPC) and marketing implementation capability (MIC)). Specifically, we derived specific conceptualizations on the effects of LO on FP through MO, MPC, and MIC as well as the effect of MO on …


고객보상 프로그램이 고객 유지에 미치는 효과, Ho Seong Jeon Oct 2011

고객보상 프로그램이 고객 유지에 미치는 효과, Ho Seong Jeon

Asia Marketing Journal

This study probes the effect of loyalty program on the customer retention based on the real transaction data(n=2,892) acquired from education service industry. We try to figure out the outcomes of reward program through more than 1 year-long data gathered and analyzed according to quasi-experimental design(i.e., before and after design). We adopt this kinds of research scheme in regard that previous studies measured the effect of loyalty program by dividing the customers into two group(i.e., members vs. non-members) after the firms or stores had started the program. We believe that it might not avoid the self-selection bias. The research questions …


번들가격할인 프레이밍과 메시지 프레이밍이 소비자의 번들구성제품에 대한 평가에 미치는 영향, So Jin Park Oct 2011

번들가격할인 프레이밍과 메시지 프레이밍이 소비자의 번들구성제품에 대한 평가에 미치는 영향, So Jin Park

Asia Marketing Journal

This study investigate the interaction effects of bundle price discount framing and message framing on consumer`s attitude of bundle component. Although each effect of bundle price discount framing and message framing has been explored individually, few attempts have been made to invest them jointly. This study tests the interaction effects of bundle price discount framing and message framing on consumer`s evaluation of bundle component. Moreover, this research focuses on consumer`s evaluation of individual bundle component while the existing research on bundling primarily focused on consumer`s evaluation of the bundle. Prior research suggests that consumers are sensitive to the framing of …


모바일 쿠폰서비스의 특성이 소비자의 쿠폰이용의도에 미치는 영향과 자기해석의 조절효과에 관한 연구, Seong Min Jeong, Sang Hee Kim, Seong Do Cho Oct 2011

모바일 쿠폰서비스의 특성이 소비자의 쿠폰이용의도에 미치는 영향과 자기해석의 조절효과에 관한 연구, Seong Min Jeong, Sang Hee Kim, Seong Do Cho

Asia Marketing Journal

The recent economic recession and price rise reduces excessive consumption as a whole. So companies take more interest in and use discount coupons as a means of sales promotion to reinforce their competitiveness. The combination of Internet and mobile communication technology leads to an explosive increase in the use of mobile Internet service, which promotes commercialization of mobile coupons. Nevertheless, there are absolutely insufficient researches on mobile coupons than those on paper ones. In this context, this study tries to consider intention of accepting and using mobile coupons. The innovated Technology Acceptance Model (TAM) was used to see factors of …


공급체인 리더의 관계적 행동이 리더의 리더십과 팔로워의 재무성과에 미치는 영향, Sang Deok Kim Oct 2011

공급체인 리더의 관계적 행동이 리더의 리더십과 팔로워의 재무성과에 미치는 영향, Sang Deok Kim

Asia Marketing Journal

After more than 25 years of accumulated research evidence, there is little doubt that leadership behavior is related to a wide variety of positive individual and organizational outcomes. Indeed, leadership behavior has been empirically linked to increased employee satisfaction, organizational commitment, extra effort, turnover intention, organizational citizenship behavior, and overall employee performance. However, it is important to point out that although leadership behavior has been linked to a number of positive organizational outcomes, research regarding the antecedents of such behavior is limited. Especially there is little research dealing with the antecedents of inter-organizational leadership behavior. Supply chain leadership can be …


온라인 구전정보가 소비자 구매의도에 미치는 영향에 대한 실증연구, Chang Jo Yoo, Kwang Ho Ahn, Sung Whi Park Oct 2011

온라인 구전정보가 소비자 구매의도에 미치는 영향에 대한 실증연구, Chang Jo Yoo, Kwang Ho Ahn, Sung Whi Park

Asia Marketing Journal

Internet is having strong impact on the consumer`s decision making process. Information search has been done actively through internet today. The online reviews can be crucial information cue to evaluate the alternarive products. The online WOM(Word-Of-Mouth) effect depends on the characteristics of information sender, receiver, and WOM. This study is to examine the influence of the online word of mouth on the consumer purchase intention and the moderating role of product involvement, consumer regulatory focus and self-efficacy. Positive customer reviews on the products influence the purchase intention positively and negative customer reviews influence it negatively. Moderating role of involvement in …


기아자동차 K5의 포지셔닝 성공사례, Ji Young Seo, Doo Hee Lee, Jong Ho Lee, Jeon Oct 2011

기아자동차 K5의 포지셔닝 성공사례, Ji Young Seo, Doo Hee Lee, Jong Ho Lee, Jeon

Asia Marketing Journal

The objective of this case study is to analyze how effectively KIA K5, which is a leading mid-size car brand, has positioned itself into the mid-size car market. Before KIA launched the K5, Sonata and SM5 were the leading brands in the mid-size car market. They had loyal customers who like their similar images. As many competitors keep launching new brands or new designs into the car industry, Sonata and SM5 were pressured to introduce new versions. But, the YF Sonata and the New SM5 failed to catch up with the new trends in the market. Whilst YF Sonata was …


스폰서십의 설득의도성에 대한 소비자 반응, Myung Suh Lim, Hae Ryong Kim, Moon Kyu Lee Jul 2011

스폰서십의 설득의도성에 대한 소비자 반응, Myung Suh Lim, Hae Ryong Kim, Moon Kyu Lee

Asia Marketing Journal

Over the last twenty years, sponsorship has been used very widely as an important marketing tool that enhances corporate image. Since it has proven to be effective in creating positive perceptions of the company, many marketers have sponsored a variety of consumer-related activities. However, sponsorship has also been criticized as it can be related to ambush marketing and excessive commercialism which trigger negative consumer responses. Unlike the existing study on the sponsorship marketing, this study intends to investigate its negative effects. The study was conducted based on the persuasion knowledge model which was proposed by Fristed and Wright (1994) and …


소비재 제품의 제품 추구혜택, 구매체험이 소비자- 브랜드 관계에 미치는 영향, Sung Joon Yoon, Hyoung Ju Lee, Young Mi Kim Jul 2011

소비재 제품의 제품 추구혜택, 구매체험이 소비자- 브랜드 관계에 미치는 영향, Sung Joon Yoon, Hyoung Ju Lee, Young Mi Kim

Asia Marketing Journal

This study tried to investigate the relationships among the sought benefits, consumer-brand relationship and purchase experiences with regard to cosmetics, based on Scmitt (1999)`s Strategic Experiential Modules (SEM) which classified consumer`s purchase experiences into five modules (sense, feel, think, act & relate) and provide strategic implications based on the results. According to the result, among the sought benefits of cosmetics, functionality had the most significant impact on purchase experience, and brand affected "sense" and "think-act-relate" experiential modules. Fashion was only found to affect "feel" module. Also, the "think-act-relate" module positively affected all components of consumer-brand relationship. And, "love and passion" …


명화(名畵)에서 유발된 감정이 차용된 제품과 제품속성 평가에 미치는 영향, Han Ku Kim, Bo Hee Jung, Wu Jin Chu Jul 2011

명화(名畵)에서 유발된 감정이 차용된 제품과 제품속성 평가에 미치는 영향, Han Ku Kim, Bo Hee Jung, Wu Jin Chu

Asia Marketing Journal

In recent years, a new way of differentiating product design has emerged ― better known as ``masterpiece marketing,`` this is a strategy where famous art pieces are borrowed on to product designs. Because the recent trends of well-being and LOHAS have encouraged the consumers` desires to enjoy culture and live a more opulent lifestyle, famous and notable paintings have grown to be more of "approachable masterpieces" to the public. As a strategy intended to develop a new consumerism, while still prioritizing customers` values and their satisfaction, companies have been drawn to this new type of marketing. The current consumption society …


중국인의 타인의식형 집단문화와 위조명품 브랜드 구매행동, Joo Ho Kim Jul 2011

중국인의 타인의식형 집단문화와 위조명품 브랜드 구매행동, Joo Ho Kim

Asia Marketing Journal

The Chinese counterfeits has begun to gain great attention recently because of the drastic increase in its volume. The consumption of counterfeit harms to manufacturer who spend millions of dollars to create and develop new product. The counterfeits in Chinese can cause international dispute and lower national reputation. The purpose of this study were to examine if the buyers of counterfeits tend to care more about interpersonal relationship than non-buyers among Chinese. Data were gathered by surveying Chinese consumer living in Beijing, Shanghai, and Guangzhou metropolitan area using convenient sampling, and 480 questionnaires were used in the statistical analysis. In …


기업 간 제휴 활동이 제휴 성과로 이어지기 위한 선행요인에 관한 연구, Seong Ho Kang, Ha Young Kang, Heung Soo Park Jul 2011

기업 간 제휴 활동이 제휴 성과로 이어지기 위한 선행요인에 관한 연구, Seong Ho Kang, Ha Young Kang, Heung Soo Park

Asia Marketing Journal

Issues of how firms form collaborative inter-firm alliances, how they nurture the alliance relationships as meaningful ones, and how they evolve and manage collaborations in turbulent market environments deserve increasing research attention. To contribute to filling this void, this study conceptualizes an alliance orientation as a firm`s capabilities to help achieve an advantageous alliance performance to its rivals and based on this concept, demonstrates specific process for a successful alliance performance. First, this study empirically explores the influence of a new construct, alliance orientation, on firms` alliance performance. Second, the concept of alliance creativity as a positional mediation variable between …


수급사업자의 기업가정신이 관계몰입을 유도하는 경로, Nak Hwan Choi, Cheol Seob Byeon, Yong Gyun Lee Apr 2011

수급사업자의 기업가정신이 관계몰입을 유도하는 경로, Nak Hwan Choi, Cheol Seob Byeon, Yong Gyun Lee

Asia Marketing Journal

It seems essential to examine the factors that may affect relationship commitment of subcontractors to parent companies in the industrial market in Korea in an effort to construct a win-win-type cooperative network among them. Lots of studies have been focusing on the consumer goods market. Relatively few studies have been focused on industrial market. In the industrial goods market subcontractors used to sell their parts or services only to a small number of parent companies in a large quantity, resulting in decisive control of subcontractors over the quality of parent companies` finished goods. This is why relationship between subcontractors and …


제휴 프로모션에 관한 탐색적 연구, Eun Mi Lee, Hyun Hee Park, Jung Ok Jeon Apr 2011

제휴 프로모션에 관한 탐색적 연구, Eun Mi Lee, Hyun Hee Park, Jung Ok Jeon

Asia Marketing Journal

In today`s market scenario, consumers are bombarded with similar promotional messages. It means that managers have to pay attention to promotion strategy to create strong effect as well as to break through the monotony. In this context, although there are strong needs concerning tie-in promotion, research investigating tie-in promotion is limited. Therefore, we extracted tie-in promotion tools and defined the concept of each tie-in promotion tool by analyzing various tie-in promotion cases which are executed in current market. In addition, consumer`s recognition of tie-in promotion was investigated through the in-depth interview. The results of case analysis of tie-in promotion and …


소비자 혼란이 분노를 통해 구전, 신뢰에 미치는 영향, Sun Jung Moon, Bo Hyeon Kang, Soo Hyung Lee Apr 2011

소비자 혼란이 분노를 통해 구전, 신뢰에 미치는 영향, Sun Jung Moon, Bo Hyeon Kang, Soo Hyung Lee

Asia Marketing Journal

Companies are competing each other, and as the competitions became higher, consumer`s information processing for purchase became more complicated. Consumer confusion problem is getting more serious, but there are still not much considerations on this problem. The purpose of this study is to find out that the consumer confusion can causes consumer`s negative emotion(anger). This research studied the mediation effect of negative emotion on the relationship between consumer confusion, which was classified into three categories, and two consequences, word-of-mouth and trust. And also it concentrates on moderating effects of negative affectivity and intolerance of uncertainty in the relationship between consumer …


도시 생활의 질(Quality Of City Life) 측정 도구의 개발, Dong Jin Lee, Grace B. Yu Apr 2011

도시 생활의 질(Quality Of City Life) 측정 도구의 개발, Dong Jin Lee, Grace B. Yu

Asia Marketing Journal

Measuring the quality of city life (QCL) is important for city marketing given that QCL influences the city brand image and resident city relationship. Despite its importance, most previous measures of community well being were developed in the context of small towns, and limited attention has been given to a subjective measure of QCL in the context of a large city. This study develops and tests a subjective measure of quality of city life (QCL) in the context of a large metropolitan city. Quality of city life (QCL) refers to the degree of need satisfaction and feelings of happiness one …


한국 및 북미시장에서 제네시스의 포지셔닝과 상표확장 전략, Sun Kyu Jun, Young Suk Hyun, Yoo Jeong Jeong Apr 2011

한국 및 북미시장에서 제네시스의 포지셔닝과 상표확장 전략, Sun Kyu Jun, Young Suk Hyun, Yoo Jeong Jeong

Asia Marketing Journal

The present study analyzes Hyundai Genesis` introduction in the domestic and the North-American markets in terms of positioning and brand extension strategies in each market. Genesis was positioned to ``A domestic luxury car that looks like a foreign premium brand`` in the domestic market and was positioned to ``Quality of luxury car for a price of near-luxury car`` in the North-American market. Hyundai brand was extended to Genesis in the North-American Market, but not in the domestic market. The present study examines the backgrounds that resulted in different position concepts in the markets and analyzed the marketing tactics to realize …


부정적 언론보도에 대한 기업의 대응시점 효과, Jong Chul Park, Woo Jun An, Han Jun Lee Jan 2011

부정적 언론보도에 대한 기업의 대응시점 효과, Jong Chul Park, Woo Jun An, Han Jun Lee

Asia Marketing Journal

Product harm crises can distort long standing favorable equality perceptions, tarnish a company`s reputation, cause major revenue and market-share losses, lead to costly product recalls, and devastate a carefully nurtured brand equity. However, in spite of the devastating impact of product-harm crises, little systematic research exists to asses its marketing consequences. So, this study focuses on the negative publicity about companies and their products. Namely, this study presented how inclusion effect supported the relationship between negative publicity and consumers` response, market performance. According to the results, after negativity publicity was happened, it was appeared that the negativity image spread into …


브랜드 자산의 이동을 통한 기업브랜드의 재구축, Sung Tae Hong, Woon Bong Na, Young Seok Son Jan 2011

브랜드 자산의 이동을 통한 기업브랜드의 재구축, Sung Tae Hong, Woon Bong Na, Young Seok Son

Asia Marketing Journal

In case of Aju capital, it adopted a strategy to use a single brand not two separate brands after M&A was completed. In order to implement this strategy, it has endeavored to effectively process the work of shifting existing marketing infrastructure of DAEWOO capital, the mergee, spending enough transition time for the brand migration. In the process of merging, Aju capital picked the strategy to use the brand of mergee first, which is the Daewoo Capital brand, and then took a transition time for a while to converge to the single brand of Aju capital. Putting another way, even if …


문화예술상품에 대한 소비자의 가치인식과 추구혜택에 관한 질적 연구, Young Sun Rhee, Eun Joo Shin Jan 2011

문화예술상품에 대한 소비자의 가치인식과 추구혜택에 관한 질적 연구, Young Sun Rhee, Eun Joo Shin

Asia Marketing Journal

This research attempted to present the efficiency of culture marketing to the organizations producing culture-art products and to the companies utilizing art and suggest the practical viewpoints to the culture and art policy agencies. The methodology used was to take an in-depth look at the consumer value cognition and benefits of culture-art products in contemporary consumption culture from a social context by conducting a total of 12 Focus Group Interviews, consisting of 58 males and females in their 10s~50s who can represent culture-art product consumers. The culture-art products refer to the artist`s spiritual, actual act of creating or to the …


한국 인터넷사이트들의 산업별 경쟁유형에 대한 탐색적 연구, Yoon Seo Park, Yong Sik Kim Jan 2011

한국 인터넷사이트들의 산업별 경쟁유형에 대한 탐색적 연구, Yoon Seo Park, Yong Sik Kim

Asia Marketing Journal

Digital economy has grown rapidly so that the new business area called `Internet business` has been dramatically extended as time goes on. However, in the case of Internet business, market shares of individual companies seem to fluctuate very extremely. Thus marketing managers who operate the Internet sites have seriously observed the competition structure of the Internet business market and carefully analyzed the competitors` behavior in order to achieve their own business goals in the market. The newly created Internet business might differ from the offline ones in management styles, because it has totally different business circumstances when compared with the …


지각된 쇼핑가치차원이 점포태도, 쇼핑과정에서의 정서적 경험, 점포충성도에 미치는 영향에 관한 연구, Kwang Ho Ahn, Ha Neol Lee Jan 2011

지각된 쇼핑가치차원이 점포태도, 쇼핑과정에서의 정서적 경험, 점포충성도에 미치는 영향에 관한 연구, Kwang Ho Ahn, Ha Neol Lee

Asia Marketing Journal

In the past, retailers secured customer loyalty by offering convenient locations, unique assortments of goods, better services than competitors, and good credit policy. All this has changed. Goods assortments among stores have become more alike as national-brand manufacturers place their goods in more and more retail stores. Service differentiation also has eroded. Many department stores have trimmed services, and many discount stores have increased theirs. Customers have become smarter shoppers. They don`t pay more for identical brands, especially when service differences have diminished. In the face of increased competition from discount storess and specialty stores, department stores are waging a …


영문 브랜드네임의 중문 브랜드네임 전환 방식에 대한 중화권 소비자들의 브랜드 평가에 관한 연구, Ji Eun Lee, Joo Eon Jeon, Hsiao Chen Fei Jan 2011

영문 브랜드네임의 중문 브랜드네임 전환 방식에 대한 중화권 소비자들의 브랜드 평가에 관한 연구, Ji Eun Lee, Joo Eon Jeon, Hsiao Chen Fei

Asia Marketing Journal

Brand names are often considered as a part of product and important extrinsic cues of product evaluation, when consumers make purchasing decisions. For a company, brand names are also important assets. Building a strong brand name in the Chinese commonwealth is a main challenge for many global companies. One of the first problem global company has to face is how to translate English brand name into Chinese brand name. It is very difficult decision because of cultural and linguistic differences. Western languages are based on an alphabet phonetic system, whereas Chinese are based on ideogram. Chinese speakers are more likely …


제휴카드 할인프로그램이 외식업의 수익성에 미치는 영향, Young Sik Shin, Kyoung Cheon Cha Jan 2011

제휴카드 할인프로그램이 외식업의 수익성에 미치는 영향, Young Sik Shin, Kyoung Cheon Cha

Asia Marketing Journal

Recently strategic alliance between business firms has become prevalent to overcome increasing competitive threats and to supplement resource limitation of individual firms. As one of allianced sales promotion activities, a new type of discount program, so called "Alliance Card Discount", is introduced with the partnership of credit cards and loyalty cards. The program mainly pursues short-term sales growth by larger discount scheme while spends less through cost share among alliance partners. Thus this program can be regarded as cost efficient discount promotion. But because there is no solid evidence that it can really deliver profitable sales growth, an empirical study …


유한킴벌리의 빨아쓰는 키친타올 스카트(R) 출시전략, You Jae Yi, Dong Il Lee, Suk Joon Yang Jan 2011

유한킴벌리의 빨아쓰는 키친타올 스카트(R) 출시전략, You Jae Yi, Dong Il Lee, Suk Joon Yang

Asia Marketing Journal

In 2005, Yuhan Kimberly found interesting points in the existing customers` U&A survey on the kitchen towel. The usage of Korean consumers is usually restricted to getting rid of the oil from the fans and the fried food. This usage limits could be the barrier to the diffusion of kitchen towel. Although consumers were worried about the hygiene situations about the dishcloth, they also percieved that the existing paper kitchen towels were short of something to soothe their inconveniences. As a result, the company made a decision to seek out the solution for the consumers` worries. The relative shortage of …