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Articles 331 - 360 of 668
Full-Text Articles in Marketing
The Effect Of Emotional Certainty On Attitudes In Advertising, Sang Yong Bok, Dong Won Min
The Effect Of Emotional Certainty On Attitudes In Advertising, Sang Yong Bok, Dong Won Min
Asia Marketing Journal
It is a well-established theory that emotion is influential in cognitive processing. Extensive prior research on emotion has shown that emotional factors, such as affect, mood, and feeling, play as in-formation indicating whether he or she has enough knowledge. Most of their findings focused on the effect of emotional valence (i.g., one`s subjective positivity or negativity related with the emotion). Recently, several studies on emotion suggest that there is another dimension of emotion, which affects the type of cognitive processing. The studies argue that emotional certainty facilitates heuristic proc-essing, whereas emotional uncertainty promotes systematic processing. Based on the findings, current …
We Can Cookies, Dae Ryun Chang, Kyong On Choi
We Can Cookies, Dae Ryun Chang, Kyong On Choi
Asia Marketing Journal
This case focuses on WE CAN Cookies, a social enterprise in South Korea that was founded in 2001 with support of the Korean Roman Catholic Church. WE CAN Cookies specializes in the making of high quality organic cookies. As a nonprofit organization that uses a labor force of mostly mentally disabled workers, the company faces many challenges that normal companies do not experience. The company had to initially overcome the social prejudice that the handicapped cannot make good cookies. Despite the religious background and social of the company, it started making inroads as a cookie-making business only its managers, including …
What Explains The Failure Of Google In The Korean Market? The Impact Of Multicultural Pr Strategy, Hye Jung Kim, Won Seok Woo, Hyoung Goo Kang
What Explains The Failure Of Google In The Korean Market? The Impact Of Multicultural Pr Strategy, Hye Jung Kim, Won Seok Woo, Hyoung Goo Kang
Asia Marketing Journal
The era of globalization provides us with both opportunities and threats. The success of a multina-tional corporation depends largely on its ability to itself to new market environment. We believe that understanding and implementing multicultural PR strategy can be a key to the multinational corporations` success in foreign markets. We argue in this paper that even a global iconic company such as Google needs to focus on how to understand local consumers` needs and preferences before formulating and implementing PR strategy. Having a global hit product or service is not sufficient enough to be successful in some foreign markets. It …
A Moderating Role Of Personal Need For Structure On The Effects Of Process Versus Outcome Simulations On The Evaluation Of Really New Products, Jun San Kim, Min Yeosun Yoon, Min Hi Hahn
A Moderating Role Of Personal Need For Structure On The Effects Of Process Versus Outcome Simulations On The Evaluation Of Really New Products, Jun San Kim, Min Yeosun Yoon, Min Hi Hahn
Asia Marketing Journal
Really new products (RNPs) provide novel benefits yet many consumers are reluctant to accept these highly innovative new products. Previous literature has shown that mental simulation is an ef-fective method for enhancing the evaluation of RNPs. However. Castano et al. (2008) and Zhao, Hoeffler, and Zauberman (2011) demonstrate conflicting results as to which type of mental simu-lation (i.e ., process versus outcome) is more effective for the enhancement of RNP evaluation. The authors try to reconcile these results by incorporating a moderating variable which is personal need for structure (PNS). PNS is an individual difference variable that taps the differences …
How Amorepacific Became A Globally Successful Cosmetic Company Through Unconventional But Sensational Marketing?, Chung K Kim, Jeong Soo Han, Mina Jun, Kim, Joshua Y Kim
How Amorepacific Became A Globally Successful Cosmetic Company Through Unconventional But Sensational Marketing?, Chung K Kim, Jeong Soo Han, Mina Jun, Kim, Joshua Y Kim
Asia Marketing Journal
AMOREP ACIFIC has rapidly grown to become a successful global brand by persistently seeking and achieving success in foreign markets. In 2011, AMOREPACIFIC was ranked as one of the global top 20 cosmetics companies. What makes AMOREPACIFIC`s global success noteworthy is that AMOREPACIFIC challenged the France and the US market where competition level is the toughest. Lolita Lempicka, AMOREPACIFIC`s perfume brand, was chosen as one of the top seven most popular brands in the women`s perfume market in France. In addition Amorepacific, AMOREPACWIC`s namesake skincare brand, is cur-rently recognized as a top prestige brand in the USA. Their success played …
Does Brand Orientation Matter? An Empirical Study Of Korean Smes, Sang Il Park, Mi Jeong Kim
Does Brand Orientation Matter? An Empirical Study Of Korean Smes, Sang Il Park, Mi Jeong Kim
Asia Marketing Journal
Brand orientation is a relatively new paradigm in marketing which was first introduced in the 1990s. Since then, an accumulating body of research has addressed the strategic importance of brand orientation. Although there is a growing body of literature on brand orientation, there have been no empirical studies examining the mediation effect of brand orientation on market orientation-performance relationship to date. Moreover, most studies on brand orientation have been carried out in the context of large enterprises. Hence, the aim of this research is to extend the literature and address market orientation, brand orientation. and firm performance against the backdrop …
Inverse Effects Of Information, Yong Seok Sohn, Sung Eun Kim
Inverse Effects Of Information, Yong Seok Sohn, Sung Eun Kim
Asia Marketing Journal
In today`s society with its emphasis on unlimited information access, control of available information about high-technology products is often vital to their success. When a product is released, consumers may initially be attracted through information about its remarkable internal and external features. They may also perceive a degree of congruence between their own personalities and the product image as more information becomes available over time. Consumers` changing impressions of the product may influence personality congruence negatively or positively. These changes and their effects on prefer-ence for high-technology products are the focus of this paper. A survey was given to a …
Jeju Air: Branding Of A K-Pop Airline, Wu Jin Chu, Eun Soo Baek, Eyung Pyo Ko
Jeju Air: Branding Of A K-Pop Airline, Wu Jin Chu, Eun Soo Baek, Eyung Pyo Ko
Asia Marketing Journal
No abstract provided.
Brand Revitalization By Strategic Repositioning, Young Sik Shin, Kyoung Cheon Cha
Brand Revitalization By Strategic Repositioning, Young Sik Shin, Kyoung Cheon Cha
Asia Marketing Journal
A growing gap between market needs and the capabilities of the enterprise prompts repositioning (Corstjens and Dolye 1989). This article examines the strategic repositioning of ``Korando Sports`` un-dertaken by SYMC throughout the period from Jan. 2012 to Jun. 2012, to boost sales volume and market share by entering market of active-lifestyle consumers currently occupied by SUVs. SYMC`s experience indicates that it is essential to close the gap between the market needs and the ability of the enterprise to make a shift to new consumer segment with a new positioning. The successful re-positioning framework(Ryan et al. 2007) were employed in this …
The Benefits Of Sales Force Automation Explored, Jeong Eun Park, Betsy Bugg Holloway, Sung Ho Lee
The Benefits Of Sales Force Automation Explored, Jeong Eun Park, Betsy Bugg Holloway, Sung Ho Lee
Asia Marketing Journal
Sales force automation (SFA) technologies are increasingly used to support customer relationship management (CRM) strategies. However, the popular press reports mixed results among companies incorporating SF A. technologies and the previous studies have less interested in relationship quality between sales person and customer as an outcome of SF A. Actually the improved quality of the salesperson-customer relationship may be the most important outcome of SF A usage. This outcome is especially meaningful in today`s marketplace given the increasing focus placed on customer retention and other customer related performance such as customer lifetime value. Therefore, this study seeks to further examine …
The Interaction Effects Of The Shopping Situation And The Product Display Type On The Consumer Response In Mobile Shopping, Seung Hoon Choi, Dong Il Lee, Hye Jun Lee
The Interaction Effects Of The Shopping Situation And The Product Display Type On The Consumer Response In Mobile Shopping, Seung Hoon Choi, Dong Il Lee, Hye Jun Lee
Asia Marketing Journal
The purpose of this research is to investigate the effects of the product display type on the consumers` purchase intention, attitude toward store, and revisit intention in the various mobile shopping situations. To test the hypothesis, between-subjects experiment with 3 mobile shopping situations (outdoor place, public transportation, commercial facilities) by 3 product display types (search, category, product) was conducted, and analyzed with ANCOVA (analysis of covariance). The result of the experiment shows there are no main effects of the mobile shopping situations and the product display types, but the interaction effects of the product display type and the mobile shopping …
A Case Study Of Shinsegae E-Mart, Chung K Kim, Mi Na Jun, Jeong Soo Han, Kim, Jun Gung Park, Joshua Y Kim
A Case Study Of Shinsegae E-Mart, Chung K Kim, Mi Na Jun, Jeong Soo Han, Kim, Jun Gung Park, Joshua Y Kim
Asia Marketing Journal
The success story of E-mart fascinated many academics and practitioners alike. Though E-mart began as a nameless discount store in Chang-dong, Seoul in 1993, it has transformed itself into a leading distribution company and one of the most powerful brands in Korea. Surprisingly, it achieved the great success against the two crises it met: the national economic crisis and the invasion of the global giant Walmart. The main objective of this case study is to formally examine how E-mart overcame the two crises. More specifically, this case study highlights the ways with which E-mart turned those difficulties into opportunities for …
Why Genuine Luxury Brands Are Consumed? Counterfeits? Examining Consumer Identification, Hyun Suk Suh
Why Genuine Luxury Brands Are Consumed? Counterfeits? Examining Consumer Identification, Hyun Suk Suh
Asia Marketing Journal
Owing to increased number of luxury brand users, both genuine and counterfeit luxury product consumption continues to increase every year. Luxury brand is defined as use or display of a particular branded products which brings the ownership prestige apart from its functional utility(Grossmand and Shapiro 1988). Some luxury brands have imitations sold in marketplace due to their popularity. These imitations or counterfeits have been jumping on the bandwagon of the upturn in sales of their originals. The purpose of our study is to understand consumer`s underlying motives to consume luxury brands, genuine and or counterfeits. To do this, we propose …
The Effects Of Hot Temperature On Impulsive Behaviors, Hee Kyung Ahn
The Effects Of Hot Temperature On Impulsive Behaviors, Hee Kyung Ahn
Asia Marketing Journal
Temperature and weather are all around us, quite literally. Furthermore, temperature and weather not only permeate our atmosphere, constantly affecting our visceral states of warmth and coldness, but they metaphorically permeate our language. People, products, and ideas can all be “hot” or “cold.” Given this ubiquity, it is perhaps surprising that relatively little research has systematically examined the influence of temperature on choice and judgment. Temperature-related words such as “hot” and “cold” are often used to describe impulsive and calculated behaviors, respectively. These metaphoric connotations of thermal concepts raise the question as to whether temperature, psychological states and decision making …
Global Marketing Strategies Of Innocean Worldwide "Global Marketing Company, Innocean Worldwide, Kyoung Hee Chu, Doo Hee Lee, Jong Ho Lee, Yoo
Global Marketing Strategies Of Innocean Worldwide "Global Marketing Company, Innocean Worldwide, Kyoung Hee Chu, Doo Hee Lee, Jong Ho Lee, Yoo
Asia Marketing Journal
Established in May 2005, INNOCEAN Worldwide started as an affiliate marketing and communications company of the Hyundai Motor Group and grew into a top agency ranked no. 2 in the South Korean market within seven years. Currently, INNOCEAN Worldwide has become a global company, operating in sixteen countries through four regional headquarters, fifteen overseas subsidiaries, and seven branch offices with more than 1,100 employees. The company holds top clients from finance, electronics, telecommunications, food, retail, education and other various industries. The accomplishment of INNOCEAN Worldwide can be summarized by the following five key factors. The first factor is INNOCEAN Worldwide`s …
New Product Marketing Strategy, Min Sun Yeu, Doo Hee Lee, Sang Yong Kim, Yoo
New Product Marketing Strategy, Min Sun Yeu, Doo Hee Lee, Sang Yong Kim, Yoo
Asia Marketing Journal
All firms require new stimulus to spurt growth. Therefore it is necessary to successfully develop new products and to employ appropriate marketing practices for the new products to enter and settle in the market. Binggrae, a Korean company that specializes in dairy and processed dairy products, introduced a ready-to-drink (RTD) coffee product, ‘a Cafe la’ to expand its business into the coffee market in 2008. Binggrae was a latecomer in the RTD coffee market but a Cafe la has shown an impressive average sales growth rate of 115% as of 2011 since the launch. Moreover, it is a steady bestselling …
Caffe Bene: Creating Values For Customers, Kwang Ho Ahn, Chang Jo Yoo, Young Chan Kim
Caffe Bene: Creating Values For Customers, Kwang Ho Ahn, Chang Jo Yoo, Young Chan Kim
Asia Marketing Journal
Caffe Bene, one of the most notable coffeehouse chain brands in Republic of Korea, gives us some thought-provoking issues in terms of sustainable success. Despite harsh competition among various coffeehouse brands, Caffe Bene has been accomplished astonishing outcomes in domestic market and now ranked 2nd place in sales among the global coffeehouse franchise in 2010 and 2011. These achievements were possible mainly because Caffe Bene adopted distinctive shop design, maintained aggressive marketing strategy, developed new menu, and combined the unique Korean culture with ordinary concept of cafe to make its place attractive. However, since Korean coffeehouse market is getting saturated …
Keynote Speech At The Fall 2012 Kma Conference, Greg Allenby
Keynote Speech At The Fall 2012 Kma Conference, Greg Allenby
Asia Marketing Journal
No abstract provided.
Optional Tariffs For Channel Coordination, Jae Do Song
Optional Tariffs For Channel Coordination, Jae Do Song
Asia Marketing Journal
When a channel is vertically separated, there can be inefficiencies, double marginalization. Channel coordination to amend this inefficiency has been an important issue in marketing and economics. Channel coordination deals with maximization of joint profit and achieving proper profit sharing among participants. In this paper, a manufacturer and heterogeneous multiple retailers with exclusive territory are assumed, and channel coordination with two-part tariff is considered. When multiple heterogeneous retailers are assumed, profit sharing can be an issue even though the tariffs based on marginal cost can maximize joint profit. In case of multiple heterogeneous retailers, the manufacturer earns the same profit …
Music As A Magical Cue, In Suk Hwang, Eugene J S Won, Sook Eun Byun
Music As A Magical Cue, In Suk Hwang, Eugene J S Won, Sook Eun Byun
Asia Marketing Journal
Although music is one of the most important attributes of broadcasting communications, few studies have examined the relationship between background music and the behavior of audiences, particularly in the context of TV home shopping programs, where purchase decisions are made while watching the show. The objective of this study is to examine whether certain characteristics of music in broadcasting communications can affect the audiences` purchase intentions or behaviors. Unlike previous studies on this issue, this study considers the impulse-inducing capability (IIC) of music as an important variable affecting consumers` purchase intension. A 2x3 (high/low involvement and high/low/no IIC music) between …
Brand Concept Elaboration Strategy For An Extended Brand, Seung Woo Chun, Chang Jo Yoo, Sukek Yu Lee, Lee
Brand Concept Elaboration Strategy For An Extended Brand, Seung Woo Chun, Chang Jo Yoo, Sukek Yu Lee, Lee
Asia Marketing Journal
KB Kookmin Card has separated as an independent corporation from KB Kookmin Bank Credit Card Business Group on March, 2011. Ever since, KB Kookmin Card worked to build its own brand identity. The strategic preparation and conscientious implementations made KB Kookmin Card position in consumer`s mind with a strong and unique brand image. Its new brand image was rooted in the inherited strengths of reliable and sincere image. However, it faced the challenge to compete in credit card industry in which most competitors had an advanced and sophisticated image. The strengths of KB Kookmin Card were also at the same …
The Effect Of Metacognitive Difficulty On Consumer Judgments, Se Bum Park
The Effect Of Metacognitive Difficulty On Consumer Judgments, Se Bum Park
Asia Marketing Journal
Individuals often make their judgments on the basis of the ease or difficulty with which information comes to mind (for reviews, see Greifeneder, Bless, and Pham 2010; Schwarz 1998, 2004). Recent research, however, has documented that variables known to determine the degree of cognitive resources invested in information processing such as personal relevance (Grayson and Schwarz 1999; Rothman and Schwarz 1998), accuracy motivation (Aarts and Dijksterhuis 1999), and processing capacity (Menon and Raghubir 2003) can affect the extent to which individuals draw on metacognitive difficulty in making their judgments. The primary aim of this research is thus to investigate whether …
고려상표군을 이용한 내구재 시장구조 분석에 관한 연구, Seo Koo Lee
고려상표군을 이용한 내구재 시장구조 분석에 관한 연구, Seo Koo Lee
Asia Marketing Journal
Brand switching data frequently used in market structure analysis is adequate to analyze non- durable goods, because it can capture competition between specific two brands. But brand switching data sometimes can not be used to analyze goods like automobiles having long term duration because one of main assumptions that consumer preference toward brand attributes is not changed against time can be violated. Therefore a new type of data which can precisely capture competition among durable goods is needed. Another problem of using brand switching data collected from actual purchase behavior is short of explanation why consumers consider different set of …
문화예술상품 소비자의 가치인식이 추구혜택과 상품속성에 미치는 영향, Eun Joo Shin, Young Sun Rhee
문화예술상품 소비자의 가치인식이 추구혜택과 상품속성에 미치는 영향, Eun Joo Shin, Young Sun Rhee
Asia Marketing Journal
Today`s consumers perceive consumption as a representation of themselves. It is not simply an act that fulfills a consumer`s physical and practical needs. Even in terms of life quality, consumers increasingly want to achieve an emotional and sensible experience through consumption. Consumers now make decisions based on their need to express their position in relation to other people, pursue emotional satisfaction, and try to improve the quality of life. Culture-art products that meet such internal and external demands of consumers have made significant improvements in both quantity and quality, because of the social interest and policy support. The recognition of …
Gifticon, An Innovative New Service Standing At Crossroads, Sang Hoon Kim, Hee Jin Kim
Gifticon, An Innovative New Service Standing At Crossroads, Sang Hoon Kim, Hee Jin Kim
Asia Marketing Journal
Gifticon is an innovative new service of SK Marketing & Company. Launched in the end of 2006 for the first time in the world, the mobile gift certificate is in the form of a SMS message that bears a bar code to exchange with real products sent to the intended recipient through internet portal, messenger or/and mobile phones. The service started by connecting individuals (B2C business) and was expanded to the new marketing tools of companies (B2B business). While the business took off with soft progress in the initial year of launch, Gifticon business finally gained its momentum in the …
소비자의 부정적 브랜드 루머의 수용과 확산, Won Jun Lee, Han Suk Lee
소비자의 부정적 브랜드 루머의 수용과 확산, Won Jun Lee, Han Suk Lee
Asia Marketing Journal
Brand has received much attention from considerable marketing research. When consumers consume product or services, they are exposed to a lot of brand related stimuli. These contain brand personality, brand experience, brand identity, brand communications and so on. A special kind of new crisis occasionally confronting companies` brand management today is the brand related rumor. An important influence on consumers` purchase decision making is the word-of-mouth spread by other consumers and most decisions are influenced by other`s recommendations. In light of this influence, firms have reasonable reason to study and understand consumer-to-consumer communication such as brand rumor. The importance of …
독특성 추구성향과 호기심이 아트 콜라보레이션 제품에 대한 소비자의 감정에 미치는 영향, Seon Hee Ju, Dong Mo Koo
독특성 추구성향과 호기심이 아트 콜라보레이션 제품에 대한 소비자의 감정에 미치는 영향, Seon Hee Ju, Dong Mo Koo
Asia Marketing Journal
Companies recently introduce art collaborated products incorporating culture into a product. Art collaborated products include incorporating famous movies and/or design of an artist into a newly launched product. The introduction of art collaborated products are gradually increasing. However, research for this trend is relatively scarce. Although research concerning design has discussed a number of different factors as playing a role in influencing responses to design including culture, fashion, innate preferences, etc.), only limited attention has been paid to the processes by which consumers generate responses to product designs. * Ph. D. Student, School of Management, Kyungpook National University ** Professor, …
인터넷쇼핑 상황에서 보상프로그램이 브랜드충성도에 미치는 영향에 관한 연구, Ji Hern Kim, Hyun Mo Kang, M. Munkhbazar
인터넷쇼핑 상황에서 보상프로그램이 브랜드충성도에 미치는 영향에 관한 연구, Ji Hern Kim, Hyun Mo Kang, M. Munkhbazar
Asia Marketing Journal
Previous studies of reward programs have generally focused on designing the best programs for consumers and suggested that consumers` perception of the value of reward programs can vary according to the type of reward program (e.g., hedonic vs. utilitarian and direct vs. indirect) and its timing (e.g., immediate vs. delayed). These studies have typically assumed that consumers` preference for reward programs has a positive effect on brand loyalty. However, Dowling and Uncles (1997) pointed out that this preference does not necessarily foster brand loyalty. In this regard, the present study verifies this assumption by examining the effects of consumers` perception …
한국과 중국 소비자의 쇼핑 경험가치 지각과 브랜드자산 및 점포충성도의 관계에 관한 비교 연구, Soon Ho Hwang, Jong Chul Oh, Sung Joon Yoon
한국과 중국 소비자의 쇼핑 경험가치 지각과 브랜드자산 및 점포충성도의 관계에 관한 비교 연구, Soon Ho Hwang, Jong Chul Oh, Sung Joon Yoon
Asia Marketing Journal
Research Purpose Consumers rely on various clues to evaluate their decision to patronize a retail store, and store brand is one of them (Dodds 1991; Grewal et al. 1998). As consumers find ever increasing variety of contact points connecting them to specific store, the value of experiential shopping as a means of increasing store`s brand equity warrants greater attention from scholars of retail management. Retail shopping values are credited for creating not only cognitive experiences like brand knowledge but also emotional experiences such as shopping pleasure and pride (Schmitt 1999). This may be because today`s consumers place emphasis on emotional …
한국의 베이비부머세대 중년여성이 삶에서 추구하는 가치에 대한 질적연구, Ji Hyun Lee, Sun Woo Kim
한국의 베이비부머세대 중년여성이 삶에서 추구하는 가치에 대한 질적연구, Ji Hyun Lee, Sun Woo Kim
Asia Marketing Journal
A lot of interest in the baby-boomer generation, those who were born after World War II, has emerged since their retirement has been accelerated. The retirement of baby-boomers has caused many health, public welfare, social policy and family relationship problems. However, their increased purchasing power has made them more attractive consumers than any other generation, and they have become a fascinating niche market in the depressed economy. This research selected middle-class women of the baby-boomer generation who have had powerful effects on society and have emerged as an attractive niche market, and attempted to understand their lives intensively. Based on …