Korean Brands Research Articles

The Effects of Advertising Model Attributes of Hallyu Celebrities on Chinese Consumer’s Korean Brand Image, Trust and Loyalty

The Effects of Advertising Model Attributes of Hallyu Celebrities on Chinese Consumer’s Korean Brand Image, Trust and Loyalty

Impacts of SPA Brand Personality on Brand Equity and Loyalty - Focusing on Comparison Analysis between Global and Korean SPA Brands -

Impacts of SPA Brand Personality on Brand Equity and Loyalty - Focusing on Comparison Analysis between Global and Korean SPA Brands -

패션 비즈니스에서 홀로그램 기술을 이용한 마케팅 활용 방안

Abstract This study analyzed cases that applied hologram technology in the fashion industry in order to provide basic information for research on fashion marketing using hologram technology. The results of this study are as follows. A hologram was applied to fashion businesses in various ways including fashion shows, outdoor signboards, hologram windows or screens in stores, and launching shows or exhibitions. Most of these cases were foreign fashion brands, which utilized hologram technology actively for formulating a new brand image or for advertising products. Among Korean brands, however, there are not many cases of hologram application. Today, as-being the age of smart devices, the mobile advertisement market is growing rapidly among smart phone users. DKNY and Puma are providing information on styling through smart phone applications, and the Adidas stores in Germany also allow the customers to buy goods by entering a simple code through the smart phone. Recently, new devices are being introduced one by one, which display 2D digital contents in 3D holograms by combining mobile and hologram technologies. The marketing of fashion products is not just for supplying products but is required to satisfy the consumers’ five senses. Therefore, the development of experiential contents based on the combination of mobile and hologram technologies will open new potential for profitable business models.Keywords : hologram technology( ), mobile advertisement market(홀로그램 기술 모바일 광고 ), digital contents( ), 3D hologram(3D ) 시장 디지털 컨텐츠 홀로그램

소셜 빅데이터를 활용한 럭셔리 브랜드 인식 연구

This study analyzes consumers' preference trend, positive and negative factors in regards to luxury brands by researching changes in the consumer awareness of luxury brands, preference trends and psychological awareness based on big data to suggest a creative business strategy for corporations that can help Korean brands enter global luxury brand markets. The study results are as follows. Preferred items (consumer) psychology, positive awareness and negative awareness were derived based on the last five years of social big data on Korean consumers' preferred brands. First, the Korean consumers' preferred brands for the recent five years indicated that Dolce & Gabbana (2013), ESCADA (2012), Gucci (2011, 2009) and Chanel (2010) were most preferred and Prada, Louis Vuitton, Hermes, Burberry, Fendi, Givenchy and Dior were also shown to be preferred brands. Second, bags (such as shoulder bags) were shown to be the most preferred items for luxury brand items that consumers wished to own. Third, it was analyzed that keywords for consumer psychology in regards to luxury brands included: diverse, new, outstanding, overwhelming, luxurious, glamorous, worldwide, famous, success and good. Fourth, consumers' positive awareness regarding luxury brands included: diverse, luxury, famous, outstanding, perfect, bright and luxurious. Fifth, negative awareness included: price factors of expensive, high price and excessive as well as factors to be improved upon such as old, bland, flashy, crude, unfriendly and fake.

여행용 가방 패턴 디자인 유형 분석 및 디자인 개발

The purpose of this study is to research the characteristics and types applied to Korean and foreign luggage brands, and then develop pattern designs for the luggage by applying Korean cultural contents that meet the various fashion needs of travel goods. To select the Korean and foreign luggage brands, a web search was utilized by inputting the keyword, 'luggage brand'. The results, which were extracted from 200 web documents, produced 27 Korean brands and 29 foreign brands that met the requirements. For the data analysis, images and contents were collected through luggage brand websites, and then 927 pattern designs were extracted. The results were as follows. First, characters, figures, animals, and plants were commonly used for the pattern design motifs applied to Korean and foreign luggage. A notable trend was that these motifs were expressed in a stylistic way with a graphic touch. Also, a singular point was formed from the luggage overall, and regularly repeated patterns were very common as well. Secondly, pattern designs for luggage were developed through the application of 'Hangul', 'Hanbok', and 'Hanok'. Nine kinds of patterns were designed via the phases of change into a vector image and color adjustments, and were simulated in luggage design. Adobe Photoshop CS 7.0, and Adobe Illustrator CS 5.0 programs were used for the pattern designs and simulations. This study is meaningful in that it suggested pattern designs for different kinds of luggage in the motifs of Korean cultural contents. It can be used as a useful reference, as we are in a time period where travel goods have become individualized, advanced, and fashionable, as well as laying stress on original design based on cultural interpretation.

How to Increase Chinese Consumer’s Loyalty to Korean Fashion Clothing Brand Store in China

The current research aims to explore two important predictors of Chinese consumers’ loyalty to the South Korean fashion clothing store, namely, their attachment toward the South Korean fashion clothing brand and perceived connection with the salespeople of the store. The results of our research suggest that both the brand attachment and the connection with salespeople have positive effects on the store loyalty. In addition, our research investigated two antecedents influencing Chinese consumer’s attachment toward the South Korean fashion clothing brand. We found that South Korean fashion clothing brand’s social acceptability and self-expressiveness positively affect Chinese consumer’s attachment to the brand. However, the brand’s functionality did not have a positive impact on the brand attachment. Therefore, to increase Chinese Consumer’s Loyalty to the store in China, marketers should strengthen the brand attachment by puting emphasis on the self-expressive functions and social acceptance of the South Korean fashion clothing brands, and should also help salespeople attempt to develop close connection with customers.

브랜드 아이덴티티 확립을 위한 일본 라이프스타일 스토어의 실내디자인 표현 특성

With the increased quality of life, the meaning of houses is shifting from a functional space for the simple purpose of residing to a symbolic space representing life as personality. Starting with the advancement of IKEA into Korea last year, global brands are about to enter into Korea. As Korean brands are not certain about how to set their direction in the situation where global brands have rushed into the market, it was thought that a key to solve the problem could be found from the cases of the lifestyle stores of Japan, which is moving one step ahead of Korea. Considering the circumstances, the author limited the subjects of this study to the lifestyle stores that have already established their brand identity and have prominent expressional characteristics of interior design in Japan. Research and analysis were conducted through site inspection and books. As a study method, literature and previous research were reviewed to find the program characteristics of interactivity and participation, the spatial characteristics of accessibility and the expressional characteristics of symbolism, scene continuity and function complexity, as the basis for an analysis. The results of the analysis showed that Japanese lifestyle stores are appealing to consumers as the spaces with their own differentiated space composition and various programs, by establishing their unique concepts and explicit brand identity. It is expected that such expressional characteristics of interior design will be of help in defining the direction of interior design of Korean lifestyle stores in the future.

Impacts of Shopping Preference and Brand Image on Brand Attitude of Young Consumers - A Comparative Study of Global and Korean SPA Brand -

Impacts of Shopping Preference and Brand Image on Brand Attitude of Young Consumers - A Comparative Study of Global and Korean SPA Brand -

DEVELOPMENT OF HIGH VALUE-ADDED TEXTILE PRODUCTS WITHIN THE GLOBALIZATION OF THE KOREAN WAVE

Fresh attention is being paid to lifestyle brands offering differentiated contents and value such that the 21st century is now being called the age of global lifestyle. Recently national income has been increasing and a broad lifestyle culture has been established. Thus, brands with Scandinavian (Sweden, Denmark, or Norway), culture sensitivity, and design have deeply permeated the domestic market which has led to a domestic consumers' lifestyle trend (Chung& Park, 2004; Kwon, 2013; Magnus & Chrystin, 2003). In particular, such global lifestyle brands as Marimekko (Finland), CathKidston (UK), and Muji (Japan) have secured competitiveness in the global market as textile products which reflect its country's cultural identity (Lee& Park, 2014).Meanwhile, a new word, Hanban (韓版)which refers to Korean brands or products that were created from the Korean wave (韓流), which refers to Korean dramas or songs. Korean culture has been commercialized and grafted into various industries. In particular, a strong wind of Hanban in fashion cultural products not only has spread the Korean lifestyle to the world, but has enhanced its influence on related industries as well as fashion. Although certain major Korean companies launched lifestyle brands such as Jaju, Modern House, Butter, and Pum to help realize a Korean lifestyle brand business, most products sold in Korean lifestyle brands focus on overseas imported goods,so it is difficult to find Korean images on these products(Bang, 2004; Lee & Chung, 2013).The size of the lifestyle market is growing as a high value-added industry that can lead consumers' lifestyle trends, and there is a growing interest for Korean fashion cultural products. Therefore, the purpose of this study is to attempt to develop textile designs for Korean-made high value-added products with the improvement of Korean brand values.For study methodology, the status of lifestyle brands at home and abroad was examined and textile designs were developed for lifestyle brand B. For the development of the textile designs, demand required by brand B was researched and a textile design concept was established based on fashion and interior decoration trends. Then, a textile was designed using a motive that can effectively represent the identity of brand B and the Korean image. Adobe Photoshop 6.0 and Adobe Illustrator CC programs were used for the standardized textile design motif, pattern development, and colorway.The results were as follows. First, global lifestyle brands such as Marimekko, CathKidston, and Muji sell differentiated lifestyle products from other brands by applying motifs and colors which symbolize their country's and city's cultural image on textile products and displaying their own identity and peculiarity. On the other hand, Korean lifestyle brands such as Casamia, Hanssem, Kosney, and Art Box do not plan or produce their own design, but will import and sell foreign textile fabric or textile products with high recognition, or copy imported fabric. Thus, their textile design is unsatisfactory to express their own identity and satisfy consumers' needs. Second, as to the development direction required by brand B, a Korean lifestyle brand, the focus was to first, 'design American and European products using colors and techniques which reflect Korean image trends', Second, to create a 'design with Scandinavia's peculiar simplified line and sensitive color', and finally, to make a 'flower pattern design with good sustainable market feasibility'. Based on the direction and 2015 S/S color and textile trends, three concepts were established: Global Tribe, Bunny in the Wonderland, and Beyond Nature. Global Tribe is a folk paintin g(Minhwa) representing the Korean image well, and was reinterpreted in a modern sense. Bunny in the Wonderland is a modern Scandinavian style design using a rabbit, a symbol of brand B, as the main motif. Beyond Nature used a flower motif in various expression techniques and images. A textile design was developed by extracting from a folk painting, a rabbit, and a flower motif and standardizing a motif in watercolor, pen, and graphic techniques. It was digitalized by a scanner and a pattern was made via the steps of color adjustment and repetition. Three kinds of textile designs were developed according to three concepts and four kinds of colorways were made for each design. This study attempted to develop a textile design as Korean-made high value-added textile products. It is meaningful to suggest textile design with Korean cultural images and brand identity. Further study will focus on the development of fashion cultural products and DIY products to commercialize developed textile design.

A Study on Chinese Consumers’ Preferences of Korean, Chinese and Japanese Cosmetic Brands

A Study on Chinese Consumers’ Preferences of Korean, Chinese and Japanese Cosmetic Brands

A Study on the Effect of Attitude of Korean Wave and its Effects on Intention to Purchase Korean Brand in Myanmar

This study identifies multiple factors that affect attitude towards Korean wave and purchase intention of Korean brand. Based on previous literatures review, psychological distance, satisfaction towards the quality and attractiveness of Korean wave and received positive word of mouth were set up as the independent variables while attitude towards Korean wave and brand preference were examined as the independent variables for purchase intention of Korean brand. Survey questionnaires were sent out through e-mail and Facebook. The valid responses were inserted and run under Smart PLS since the sample size was relatively small with other additional softwares such as SPSS. 20 and AMOS for path analysis. The result shows that psychological distance and satisfaction followed received positive word of mouth turned out giving significant positive effect on attitude towards Korean wave while attitude towards Korean wave is giving positive andsignificant effect on intention to purchase Korean brand only through brand preference.

Assessing the Impact of Country of Origin Perception on Purchase: A Case of K-Pop

The aim of this paper is to expand upon previous research into the CO perception effect through use of empirical data by formulating an analysis method which allows measurement of the extent of the CO effect by proxy of an object associated with CO image (ex. Pop musicians) and to propose an alternative framework which provides an explanation as to the discrepancies between empirical data and prior research. This paper proposes a generalizable analysis method to assess the extent of the CO perception effect and test how strongly a brand is associated with its CO regardless of brand attitude, involvement level, or product type. The level of exposure and interest in musicians associated with their CO was selected as a variable for measuring CO association strength, which was then compared with the purchase data of two automobile brands from the same CO, measured in terms of export and sales, and analyzed empirically. Study 1 suggests that K-pop musicians’ popularity overseas had a high effect on Korean exports in both B2B and B2C industries. A larger extent of the CO effect was found among high GDP per capita countries than in long GDP per capita countries. Study 2 reveals that the impact of CO effect associated with ‘PSY’ on the auto sales of two Korean brands in U.S. was significant. The extent of the CO effect differed between the two brands of the same industry group and dissipated over time as ‘PSY’s popularity faded away. An asymmetric pairwise CO effect was found vis-a-vis American and Japanese brands. In contrast to previous research, this paper investigates the extent of the CO effect associated with popular musicians and directly assesses their effect purchase behavior. Our findings do confirm the existence of the CO perception effect on real purchase behavior and propose possible future research expansion into a two track process of CO effect: long term attitude change and short term memory lift.

Managing Intertextuality: Display and Discipline across Documents at a Korean Firm

AbstractThis article addresses the social, material, and practical dimensions by which intertextuality is managed in a corporate setting. Managing intertextuality entails more than the circulation of entextualized fragments—it involves the everyday ways in which individuals come to negotiate with environments saturated and defined by textual objects. Based on fieldwork at a Korean brand consulting firm, I chart a range of ways that employees took different stances to intertextual practice—from how they defined relationships with their business partners to how they disciplined internal activities, even to how documents became “leaked” from within the office. This article advocates for a broader view of the practical and material dimensions of intertextuality, the diverse ways individuals can engage with texts, and the importance of considering intertextuality in the construction of managerial figures.

한국 웨딩주얼리 시장의 발전 방향 연구 (미국 웨딩주얼리 트렌드 비교 중심)

Jewelry in the US economy, which has the largest influence over the world, is more than 10 times in size in comparison to the Korean market. For that reason, the author examined the US jewelry market and compared Tiffany & Co, the world-renowned luxury jewelry brand with wedding jewelry of the Korean brand Golden Dew, in order to propose a direction for developing customer trend in the Korean market. And, to develop as a wedding jewelry brand and grow the Korean jewelry market, design development must be the primary focus, while also expanding consumers` choices through quality management and diverse designs. Golden Dew must build its own design through patents to satisfy consumers` desire and grow as a powerful brand in the global wedding jewelry trend.

Cortisol and Fatty Acid Contents in Hanwoo Meat Produced by Antibiotics-free Rearing System

This study was carried out to elucidate the effect of antibiotic-free rearing system(ARS) on cortisol level, stress hormone, and fatty acid content in the edible muscle tissues, that were of M. longissimus in Hanwoo. These cattle were reared in two different systems including antibiotic-free (ARS) and conservative system (CRS). To increase the experimental reliability, the muscle samples were purchased 3 times from 3 Korean brands of beef produced with ARS or CRS. In the muscle tissue, cortisol level was significantly lower in ARS than CRS, (p=0.0176). But the levels of total saturated- and unsaturated-fatty acids were not significantly different between ARS and CRS (p>0.05). Of total fatty acids, the total saturated fatty acid tended to be greater in CRS and the total unsaturated fatty acid tended to be greater in ARS. However, of the total unsaturated fatty acids, the level of n-6 unsaturated fatty acids was significantly higher in ARS than CRS (p=0.0040). Especially, α-linolenic acid (ALA) and γ-linolenic acid (GLA) levels were significantly higher in ARS (p<0.01). The n-6 fatty acid content and cortisol level in muscle tissue were negatively correlated at p=0.0140. In conclusion, ARS may produce beef with higher quality which contains lower cortisol and greater n-6 fatty acids, such as ALA and GLA.

중국 수출용 아웃도어 웨어 개발을 위한 중국 소비자의 한류에 대한 태도 및 착용실태 조사 - 중국인 관광객을 대상으로 -

This study is intended to offer basic data for developing outdoor clothing exported to China by identifying how Chinese consumers use outdoor clothing. To accomplish the objective, a survey was conducted on 300 male and female Chinese tourists in their 10s to 40s who have purchased outdoor clothing before. As more than twice as many respondents said they wear sweatsuit or everyday clothes for mountain-climbing instead of outdoor clothing, the necessity of outdoor clothing is obviously perceived at a low level. Among them, 57.4% wear outdoor clothing as townwear in everyday lives, and other respondents are dissatisfied with the design. Thus, it is necessary to develop townwear-style design. When buying outdoor clothing, wearability was the biggest consideration. Also, the first criteria for evaluating outdoor clothing was practicality for mountain-climbing activities. The functionality of outdoor clothing they needed the most was air permeability. As for outdoor clothing top, the main inconvenience was tightness around the neck. As for bottoms, it was tightness of pants when bending knees. In terms of areas to be improved, the No. 1 was unformed design. Thus, it is imperative to develop design of diverse styles. As the Chinese outdoor clothing market has grown significantly in recent years, the following should be executed by domestic companies before advancing to the market. First, they should form Korean brand image and boost the brand awareness with various activities, amid Korean Wave. Second, they should develop preferred designs among Chinese consumers and strengthen functionality of products, based on consumer survey.

소비자 특성, 한국브랜드에 대한 인지도, 패션제품 만족도가 구전경험과 구전행동에 미치는 영향 -재한 중국유학생들을 중심으로-

The importance of the Chinese fashion market is increasing; therefore, this study investigates the possibility of implementing a Word-of-Mouth (WOM) marketing strategy among Chinese students in Korea. This study examines the effects of consumer characteristics (similarity, opinion leadership, and fashion innovativeness), awareness of Korean fashion brands, satisfaction with Korean fashion products on WOM experiences and WOM behavior (off-line as well as on-line). A total of 161 responses from Chinese students in Korea were gathered and analyzed using SPSS 20.0 for descriptive statistics, factor analysis, and regression analysis. The results show that consumer characteristics (except similarity) significantly influence WOM experiences, opinion leadership influence off-line WOM behavior, and fashion innovativeness influence online WOM behavior. However, similarity has no influence on WOM experiences and WOM behavior. Second, Korean brand awareness affect both WOM experiences and behavior; however, satisfaction with Korean fashion products only affected WOM experiences. This study showed the feasibility of conducting a WOM marketing strategy using the WOM effects of Chinese students in Korea. The study may help the Korean apparel industries establish an entry strategy for the Chinese market.

한류 패션의 싱가포르 진출을 위한 시장 분석 및 소비자 조사

This study aims to provide basic information that would be useful to develop more specialized fashion design products for launching Korean Wave fashion, especially in Singapore market where Korean Wave culture has been expanding significantly. To identify recognition level of Korean Wave fashion, customer survey was conducted to females in their late 10s to early 20s. The analysis on the current fashion market also was made, which showed the result that the elegant style was dominant in the local fashion market. According to the customer survey result, K-pop was the most influential on Korean Wave. Amongst the female K-pop stars, 2NE1 was ranked the first who most of those surveyed wanted to copy her fashion style, and the ranking followed by Girl's Generation and BoA. With this result, it would be recommended to reflect K-pop star's style in designing fashion products as design and style turned out to be the most important factors that those surveyed considered upon clothing purchase. However, there should be various promotion activities in order to make Korea fashion brands known to the public because only 24.6% of those surveyed responded that they were aware of Korean fashion brands launched in Singapore market. Nevertheless, as those respondents were willing to buy Korean fashion brand products, there would be plenty of potential to succeed in Singapore market if there would be continuous efforts to raise Korean brand awareness.

Why Do Local South Korean Market Leaders Supply Retailer Grocery Brands?

This article examines why many of the leading South Korean brand manufacturers produce retailer brand products within their major product categories. The reasons identified include pressure from retailers, protection of other national brand product ranges, maintenance or improvements in working relationships, protection of other distribution channels, savings in marketing budgets, diversification of product lines, and changing competitive structures. Evidence is also provided of the dynamic nature of decision making relating to retail brand supply across the whole portfolio of brands which the manufacturer offers, rather than in respect of individual product brands or markets, the focus of much existing work.

Documenting the “Flower of Reunification”: Lim Su-gyeong and the memories of Korean border crossing

In 1989, 20-year-old South Korean college student Lim Su-gyeong crossed the Military Demarcation Line between the two Koreas while thousands of spectators around the world witnessed this controversial act. To this day, citizens of both Koreas cannot cross the border freely without both Korean governments’ permission, which is nearly impossible to obtain. Hence, when Lim visited North Korea, unbeknownst to the South Korean government, to participate in the 13th World Festival of Youth and Students as a one-person delegation representing the League of South Korean University Students, she shocked many with her daring act, which eventually resulted in her imprisonment in South Korea. She was vilified for breaching the National Security Law, therefore causing a huge embarrassment to the South Korean intelligence community, but enjoyed a completely opposite reception in the North. Dubbed the “Flower of Reunification,” Lim was hailed by the North Korean government as a heroic martyr who sacrificed herself at the altar of Korean reunification. Every step of the journey of this unusual South Korean visitor was memorialized in the North Korean documentary film Praise to Lim Su-gyeong, the Flower of Unification ( Janghada, Tongilui kkot Lim Su-gyeong, Naenara Video Jejakso, Pyongyang, 1989), which challenges viewers accustomed to equating the North Korean brand of heroism almost entirely with the canonization of Kim leadership. How does this young South Korean female citizen figure in the long-standing North Korean tradition of identifying male leaders as the legitimate agents of national heroism? What can be gleaned from this North Korean documentary film about how the state remembers the trauma of partition? This article traces the journey of Lim Su-gyeong, one of the most controversial South Korean sojourners to have visited North Korea, as a way of exploring the politics of memory in North Korean documentary film. This article also poses challenges to the overwhelming tendency in scholarship concerning North Korea, which has focused on the figure of the founding father, Kim Il-sung, as the centripetal force of the national personality cult. In the process, the way the North Korean state envisions gender politics and the utopian notion of inter-Korean citizenship will be explored in tandem.