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Articles 451 - 480 of 674
Full-Text Articles in Marketing
소비자 불평토로성향에 대한 성격특성 예측변수, So Jin Park, John C. Mowen
소비자 불평토로성향에 대한 성격특성 예측변수, So Jin Park, John C. Mowen
Asia Marketing Journal
The research compared the motivational network of traits predictive of complaint attitudes across consumers in the U.S. and South Korean cultures. Overall, the results revealed a similar pattern of traits predictive of complaint attitudes in the two cultures. The traits of value consciousness, general self-efficacy, emotional instability, and the need for material resources were positively related to attitudes toward complaining. In contrast, conscientiousness was negatively related to complaint attitudes. The only trait predictor of complaining attitude that was significantly different between the Korean and U.S. samples was shopping enjoyment. It was negatively related to complaining attitude in the U.S. sample …
자기상관 오차항을 고려한 수정된 확산모형, Kyoung Cheon Cha, Sang Hoon Kim
자기상관 오차항을 고려한 수정된 확산모형, Kyoung Cheon Cha, Sang Hoon Kim
Asia Marketing Journal
Estimating the Bass diffusion model often creates a time-interval bias, which leads the OLS approach to overestimate sales at early stages and underestimate sales after the peak. Further, a specification error from omitted variables might raise serial correlations among residuals when marketing actions are not incorporated into the diffusion model. Autocorrelated disturbances may yield unbiased but inefficient estimation, and therefore invalid inference results. This phenomenon warrants a modified approach to estimating the Bass diffusion model. In this paper, the authors propose a modified Bass diffusion model handling autocorrelated disturbances. To validate the new approach, authors applied the method on two …
마케팅지출과 마케팅성과의 측정을 위한 분류체계, In Soo Jeon, Ae Ju Jeong
마케팅지출과 마케팅성과의 측정을 위한 분류체계, In Soo Jeon, Ae Ju Jeong
Asia Marketing Journal
No abstract provided.
하이테크 제품에 대한 소비자의 주관적 평가와 객관적 정보 구전 활동에 대한 연구, Jai Hak Chung
하이테크 제품에 대한 소비자의 주관적 평가와 객관적 정보 구전 활동에 대한 연구, Jai Hak Chung
Asia Marketing Journal
Consumers influence other consumers` brand choice behavior by delivering a variety of objective or subjective information on a particular product, which is called WOM (Word-Of-Mouth) activities. For WOM activities, WOM senders should choose messages to deliver to other consumers. We classify the contents of the messages a consumer chooses for WOM delivery into two categories: Subjective (positive or negative) evaluation and objective information on products. In our study, we regard WOM senders` activities as a choice behavior and introduce a choice model to study the relationship between the choice of different WOM information (WOM with positive or negative subjective evaluation …
제품보증의 유형이 소비자의 제품에 대한 태도에 미치는 영향, Ku Yeun Oh, Ick Hyun Kwon
제품보증의 유형이 소비자의 제품에 대한 태도에 미치는 영향, Ku Yeun Oh, Ick Hyun Kwon
Asia Marketing Journal
The purpose of this study was to analyze the effects of explicit and implicit product warranties on consumers` attitudes toward the products, and particularly, the main effects of product types and level of manufacturers` business ethics on the relationship between warranty types and consumers` attitudes. For this purpose, relevant literature was reviewed and thereupon, a survey was conducted for an empirical analysis. As a result of empirically analyzing the relationship between warranty types and consumers` attitudes and the main effects of the product types (search goods vs. experience goods) and level of business ethics (high vs. low) on the relationship, …
명품브랜드-자아 동일시가 브랜드 애착과 브랜드 몰입에 미치는 영향, Kwang Ho Ahn, Ji Eun Lee, Joo Eon Jeon
명품브랜드-자아 동일시가 브랜드 애착과 브랜드 몰입에 미치는 영향, Kwang Ho Ahn, Ji Eun Lee, Joo Eon Jeon
Asia Marketing Journal
No abstract provided.
가치구조와 환경소비주의에 관한 타 문화간 비교연구, Yeon Shin Kim, Se Jung Marina Choi, Nora Rifon
가치구조와 환경소비주의에 관한 타 문화간 비교연구, Yeon Shin Kim, Se Jung Marina Choi, Nora Rifon
Asia Marketing Journal
No abstract provided.
사회적 네트워크에서의 고객무형가치에 대한 연구, Sang Man Han, Ji Eun Lee
사회적 네트워크에서의 고객무형가치에 대한 연구, Sang Man Han, Ji Eun Lee
Asia Marketing Journal
No abstract provided.
삼성석유화학의 토털 마케팅을 통한 고객 가치 창출, You Jae Yi, Sun A La, Ki Wan Park, Lee
삼성석유화학의 토털 마케팅을 통한 고객 가치 창출, You Jae Yi, Sun A La, Ki Wan Park, Lee
Asia Marketing Journal
The objective of the present case study is to analyze how effectively Samsung Petrochemical, which is a representative business-to-business corporation, has created customer value through total marketing strategy. Many business-to-business companies often underestimate or even denigrate the roles played by marketing within organizations and consider marketing investments as costs. However, the current case illustrates that total marketing strategy including brand marketing and others can be effectively employed to maximize customer value even in business-to-business sectors. The case summarizes that total marketing strategy of Samsung Petrochemical is comprised of two primary pillars: brand marketing and the SPC model as an implementation …
사회공헌활동을 통한 삼성테스코의 지속가능경영, Young Chan Kim, Kwang Ho Ahn, Young Kyun Lim
사회공헌활동을 통한 삼성테스코의 지속가능경영, Young Chan Kim, Kwang Ho Ahn, Young Kyun Lim
Asia Marketing Journal
Samsung Tesco is a representative company that is successfully enforcing ``sustainable management`` through creative, systematic corporate responsibility (CR). The concentration on CR is because of the fact that the modern society expects companies to do a role as a social citizen. For this reason, Samsung Tesco emphasizes that the cost of carrying on CR is an important factor in business which leads to a positive cycle in business, and accordingly is rather an investment than a cost. The reason why Samsung Tesco proclaimed its resolution to make best efforts on CR is because Samsung Tesco thinks CR is a necessary …
도시특성평가가 도시브랜드개성과 도시태도에 미치는 영향에 대한 탐색적 연구, Chang Jo Yoo, Tae Gyu Hwang, Sang Hyun Lee
도시특성평가가 도시브랜드개성과 도시태도에 미치는 영향에 대한 탐색적 연구, Chang Jo Yoo, Tae Gyu Hwang, Sang Hyun Lee
Asia Marketing Journal
The purpose of this study is to investigate the antecedents of city brand personality and those effects on city brand personality and attitude toward city. This study attempts to confirm dimensions of city characteristics and city brand personality, and analyze the structural relationships among the city characteristics, city brand personality and attitude toward city. The result showed that various characteristics of city (culture and historic characteristics, life stability, facility convenience, economic factors, the image of city appearance, nature friendly characteristics) influence city brand personalities. In addition, city brand personalities (vivid personality and stable personality) are positively related to attitude toward …
브랜드는 만드는 것이 아니라 가꾸는 것이다. 참이슬의 장수 브랜드 전략, Young Won Ha, Kyung Do Park, Won Moo Hur
브랜드는 만드는 것이 아니라 가꾸는 것이다. 참이슬의 장수 브랜드 전략, Young Won Ha, Kyung Do Park, Won Moo Hur
Asia Marketing Journal
This study explores ways in which Korean companies manage a brand to become a long-run success. In particular, this study focuses on Chamisul, analyzing its marketing strategy, examining its brand life-cycle in terms of introduction, growth, and renewal. Chamisul, first introduced in 1998, has occupied the Korean liquor market as a leading brand for almost a decade. Chamisul`s long-run success, in fact, depends upon a number of reasons; first, it has consistently and continuously keeps its own core brand concept and identity. Second, it has built its brand asset by strengthening its emotional ties with customers. The emotional connection that …
자아이미지 일치성과 대안 매력도가 몰입 및 점포충성도에 미치는 영향, Han Na Kim
자아이미지 일치성과 대안 매력도가 몰입 및 점포충성도에 미치는 영향, Han Na Kim
Asia Marketing Journal
The purpose of this study was to identify the effects of self-image congruity and alternative attractiveness on commitment and store loyalty when customers purchase clothes in a department store. A survey was conducted for this study and 530 answer sheets were analyzed using structural equation modeling. The results are as follows: First, self-image congruity has a significant positive effect on affective commitment and continuance commitment. Second, alternative attractiveness has no significant effect on affective and continuance commitment. Third, both affective commitment and continuance commitment have a significant effect on behavior intentions such as repurchase intention, word-of-mouth, and willing to pay …
과학적 마케팅 의사결정을 위한 전문화된 고객지향 정보창출, Young Won Ha, Ju Young Kim, Jin Gyo Kim
과학적 마케팅 의사결정을 위한 전문화된 고객지향 정보창출, Young Won Ha, Ju Young Kim, Jin Gyo Kim
Asia Marketing Journal
This paper presents a case study on competitive strategies of TNS Korea, the leading marketing research company in Korea. The case study shows that core competences of TNS Korea are its scientific expertise and customer-oriented consulting service and that these two core competences are sustained and further improved by implementing comprehensive human resource development strategies. The successful competitive strategies of TNS Korea provide significant managerial implications to firms in marketing research and other industries.
Lig손해보험의 새로운 기업브랜드 전략을 통한 기업이미지 재정립, Kwang Ho Ahn, Chang Jo Yoo, Dong Hoon Kim
Lig손해보험의 새로운 기업브랜드 전략을 통한 기업이미지 재정립, Kwang Ho Ahn, Chang Jo Yoo, Dong Hoon Kim
Asia Marketing Journal
After having changed its corporate brand from LG Fire & Marine Insurance to LIG Non-life Insurance in 2006, LIG Insurance has successfully built the corporate image as the leading insurance financial group by engaging in extensive corporate social responsibility activities. LIG, as ``a partner for sharing precious moments of life``, intended to provide customers a new value of an insurance by building up the new corporate brand. It established three values to be shared internally. First was to instill a brand value orientation within the organization. Second, the firm identified the brand`s value to be delivered to the customers. Third, …
Crm 몰입과 조직문화가 Crm 성과에 미치는 영향, Tae Hoon Park, Young Kyun Lim
Crm 몰입과 조직문화가 Crm 성과에 미치는 영향, Tae Hoon Park, Young Kyun Lim
Asia Marketing Journal
The purpose of this study is to identify the organizational characteristics that enhance CRM performances of a company. Based on a review of diverse definitions of CRM performance, this study examines the relationships among CRM performance measures and organizational characteristics. A questionnaire survey of 123 CRM managers of Korean companies was conducted to test the proposed research model, and a series of structural equation modeling identified the strong effects of organizational characteristics on CRM performance. It was found that top management commitment to CRM and a firm`s strategic readiness lead to high levels of CRM investment, which, in turn, enhance …
소비자의 역할변화에 대한 탐색적 연구, Chang Jo Yoo
해외 복수 시장 진출 기업의 제품 매출 이륙 시점 예측 모형에 관한 연구, Jai Hak Chung, Ho Kyung Chung
해외 복수 시장 진출 기업의 제품 매출 이륙 시점 예측 모형에 관한 연구, Jai Hak Chung, Ho Kyung Chung
Asia Marketing Journal
The objective of our study is to provide an exploratory model for forecasting sales take-off timing of a product in the context of multi-national markets. We evaluated the usefulness of key predictors such as multiple market information, product attributes, price, and sales for the forecasting of sales take-off timing by applying the suggested model to monthly sales data for PDP and LCD TV provided by a Korean electronics manufacturer. We have found some important results for global companies from the empirical analysis. Firstly, innovation coefficients obtained from sales data of a particular product in other markets can provide the most …
원산지 개념의 구성 차원이 소비자의 제품평가에 미치는 영향, 소현 신, 상욱 김, 서일 채
원산지 개념의 구성 차원이 소비자의 제품평가에 미치는 영향, 소현 신, 상욱 김, 서일 채
Asia Marketing Journal
Considerably many numbers of studies on country-of-origin(hereafter COO) effects have been presented in international business and marketing areas. Recent studies have been included the effects of COO of manufacture, parts, and design, as well as the effects of brand origin, reflected by the accelerating convergent manufacture circumstances and increasingly competitive environments. Moderating constructs such as knowledge of product category and involvement as individual variables, have been also introduced and researched in various angles. In addition, how the effects of COO occur as processes is also argued in previous studies. This research has attempted to explain business corporation`s strategic decisions on …
쇼핑가치가 고객만족과 구매행동에 미치는 영향에 관한 연구, 광호 안, 병훈 임, 선태 정
쇼핑가치가 고객만족과 구매행동에 미치는 영향에 관한 연구, 광호 안, 병훈 임, 선태 정
Asia Marketing Journal
Consumer satisfaction/dissatisfaction is key determinant of brand loyalty and store patronage behavior. But the results of many customer satisfaction surveys implemented by department stores show that consumer satisfactions do not predict the actual patronage behaviors well. The main reason of these surprising results would be that the consumer satisfaction indexes do not include some important determinants of consumer satisfaction. Many customer satisfaction surveys mainly focus on the evaluation of functional benefits including product assortments, merchandise prices and locational convenience. Recent studies indicate that emotional/hedonic benefits strongly influence the consumer satisfaction, intention to repurchase and intention to revisit. Our study suggests …
온라인 고객 리뷰의 분류 항목별 차이 분석, So Young Yang, Hyung Su Kim, Young Gul Kim
온라인 고객 리뷰의 분류 항목별 차이 분석, So Young Yang, Hyung Su Kim, Young Gul Kim
Asia Marketing Journal
Both companies and consumers are highly interested in on-line customer reviews which enable consumers to share their experience and knowledge about products. In this study, after classifying real reviews into context units and deriving categories, we analyzed differences between categories based on channel(manufacturers` homepage/ shopping mall), product attribute(search/experience) and price(high/low). The method to derive categories is based on roughly adopting constructs of ACSI model and elaborate and repetitive classification of real reviews. We set up the classification category with 3 levels. Level 1 consists of product and service, level 2 consists of function, design, price, purchase motive, suggestion/user-tip and recommendation/repurchase …
제3기관 수상 (Award Winning) 광고가 소비자 구매의도에 미치는 영향에 관한 연구, Ho Seong Jeon
제3기관 수상 (Award Winning) 광고가 소비자 구매의도에 미치는 영향에 관한 연구, Ho Seong Jeon
Asia Marketing Journal
No abstract provided.
구매자와 판매자의 용의가격 차이에 제품유형과 소비자의 목적지향성이 미치는 영향, Sung Youl Jun, Tae Wook Ju, Hyo Ryung Cho
구매자와 판매자의 용의가격 차이에 제품유형과 소비자의 목적지향성이 미치는 영향, Sung Youl Jun, Tae Wook Ju, Hyo Ryung Cho
Asia Marketing Journal
No abstract provided.
고객의 지각된 쇼핑경험에 대한 마케팅 이론적 접근, Sung Joon Yoon, Dong Choon Choi
고객의 지각된 쇼핑경험에 대한 마케팅 이론적 접근, Sung Joon Yoon, Dong Choon Choi
Asia Marketing Journal
No abstract provided.
인터넷 쇼핑 중 구매결정 연기가 쇼핑감정과 쇼핑몰 만족도에 미치는 영향, Han Na Kim
인터넷 쇼핑 중 구매결정 연기가 쇼핑감정과 쇼핑몰 만족도에 미치는 영향, Han Na Kim
Asia Marketing Journal
No abstract provided.
편집위원장임기를 마치며, 상만 한
기업의 수익성과 가치에 미치는 고객만족의 동태적 영향, You Jae Yi, Kyoung Cheon Cha, Cheong Lim Lee
기업의 수익성과 가치에 미치는 고객만족의 동태적 영향, You Jae Yi, Kyoung Cheon Cha, Cheong Lim Lee
Asia Marketing Journal
No abstract provided.
서비스 실패와 복구 후의 소비자 반응에 관한 연구, So Jin Park
로칼수출업체에 대한 특성인식이 관계품질과 강도에 미치는 영향, Mahn Hee Yoon
로칼수출업체에 대한 특성인식이 관계품질과 강도에 미치는 영향, Mahn Hee Yoon
Asia Marketing Journal
No abstract provided.
세계 최초 알칼리수 소주, <처음처럼>, Heung Soo Park, Dong Hoon Kim, Dong Jin Lee
세계 최초 알칼리수 소주, <처음처럼>, Heung Soo Park, Dong Hoon Kim, Dong Jin Lee
Asia Marketing Journal
No abstract provided.