Relationships among CEO Image, Corporate Image and Employment Brand Value in Fashion Industry.

Ko, Eunju高銀珠, charles R. Taylor, Udo Wagner and Hyun Ah Ji(池賢娥) 한국마케팅과학회 2008 마케팅과학연구 Vol.18 No.4

CEO形象和公司形象对营销十分重要,许多案例证明CEO形象直接或间接影响公司或产品价值。目前有技术带来的不同公司之间产品和服务差异化正在减小,越来越多的人根据公司形象和声誉决定购买或投资。在知识社会的今天,优秀的员工成为公司的客户,公司必须以市场的观念管理他们,如何安抚和吸引这些客户。时尚产业是最具附加值的行业,最重要资源就是人的知识和能力。然而还缺少这方面的研究。本研究具体的研究目标包括:1CEO形象(例如管理能力、可靠性或者领导力,个人魅力) 对公司形象(例如产品形象,公司的社会责任形象,公司的文化形象)的影响:2公司形象对雇佣品牌价值的影响;3CEO形象对雇佣品牌价值的影响;4公司形象是否作为CEO形象对雇佣品牌价值的中介变量。 本研究采用结构化问卷,398个便利抽样本被分为2组,包括时尚专业的大学生和从业者。用抽述性统计、因子分析、相关分析和多元回归分析和ANOVA分析。 研究结果如下。首先,CEO形象例如管理能力、可靠性或者领导力,个人魅力)对公司形象(例如产品形象,公司的社会责任形象,公司的文化形象)存在显著影响。但CEO个人魅力对产品形象和公司社会形象有影响,但不会影响公司文化形象。 其次,公司形象(例如产品形象,公司的社会责任形象,公司的文化形象)影响雇佣品牌价值,其顺序依次是公司文化形象影响企业社会责任形象和产品形象。 第三,CEO形象(例如管理能力、可靠性或者领导力,个人魅力)影响雇佣品牌形象。其顺序依次是CEO的可靠性或者领导力,CEO的个人魅力和CEO的管理能力。 第四,公司形象对CEO管理竞争力和雇佣品牌价值的关系有中介作用。公司形象在CEO的管理能力和雇佣品牌价值之间起到完全中介作用。同时,在CEO的可靠性或领导力和CEO的个人魅力之间起到部分中介作用。 本研究对时尚产业的CEO形象、公司形象和雇佣品牌价值的关系进行研究,据有重要意义,将为管理CEO、公司和 优秀员工提供有用的信息。 The CEO and the Corporate Image is considered very important in the aspect of marketing The fact that CEO image itself influences the company or value of the product directly and services between companies became difficult because the disparity in technique between companies retrenched. As a result, the rate of people who decide to purchase or invest their money based on the corporate image or reputation has been increased. Also in the knowledge society like today, the talented employees are the company's customer and the company's necessity for managing those brains of marketing perspective on how to satisfy and attract the customers is being embossed. The Fashion industry is one of the most value-added industry and in those value-added businesses, the most important factor is the human resources' knowledge power. However the study of the relationships among the CEO image, the corporate image and employment brand value in fashion industry has not been carried out yet. This research considers that dynamic relationship exists among the CEO image, corporate image and employment brand value that affects a company's main goal of pursuing benefits and intends to investigate the relationships of the three concepts. The specific purposes of this study were, 1) to analyze the impact of CEO image on a corporate image, 2) to analyze the impact of corporate image on employment brand value, 3) to analyze the impact of CEO image on employment brand value, 4) to analyze whether corporate image plays a mediating role in the relationship between CEO image and employment brand value or not. A survey design with a structured questionnaire was employed for this research. A convenience sample of 398 subjects was selected from two groups, which are university students majoring in fashion and practitioners working in fashion industry. For the data analysis, descriptive statistic (i.e., frequency, percentage), factor analysis, and multiple regression analysis were used by utilizing SPSS 12.0 for Window program. The results for this research are as follows, first, the study of the impact of CEO image (i,e., Managerial Competence, Reliability/ Leadership, Personal Attractiveness) on corporate image (i.e., Product Image, corporate Social Responsibility Image, Corporate Cultural Image) brought conclusion that the CEO image generally affected the corporate image in fashion industry. Managerial competence and Reliability/ Leadership, affected Product image, Corporate Social Responsibility Image and Corporate Cultural Image. However, while CEO's Personal Attractiveness affected Product Image and Corporate Social Responsibility Image, it did not affect Corporate Cultural Image. Second, the study of the impact of corporate image on employment brand value brought conclusion that corporate image (i,e., Product Image, Corporate Social Responsibility Image, Corporate Cultural Image) affected employment brand value. Corporate Cultural Image affected employment brand value the most and then the Corporate Social Responsibility Image and Product Image. Third, the study of the impact of CEO image on employment brand value brought conclusion that CEO image (i,e., Managerial Competence, Reliability/ Leadership, Personal Attractiveness ) affected the employment brand value. CEO's Reliability/ Leadership affected the employment brand value the most and then CEO's Personal Attractiveness and CEO's Managerial competence. Forth, the study examined whether corporate image plays a mediating role in relationship of CEO image and employment brand value and concluded that it does. Corporate image played a full mediating role between CEO's Managerial Competence and employment brand value while it played a partial mediating role between CEO's Reliability/ Leadership and CEO's Personal Attractiveness. This study is meaningful in a sense tat it examines the relationship among the CEO image, corporate image and employment brand value which has not been carried o

여성잡지 패션광고에 나타난 문화적 특징과 가치관의 변화 연구

고은주(Ko, Eunju),송현정(Song, Hyunjeong),김선숙(Kim, Seonsook) 한국생활과학회 2010 한국생활과학회지 Vol.19 No.3

성인에서 총경동맥 내중막 두께 증가와 심혈관질환 위험인자와의 관련성

고은주(Ko EunJu),이선엽(Lee Sun Yeob),박철수(Park Cheol Soo),이진(Lee Jin),이세희(Lee Se Hee) 대한치료과학회 2017 대한치료과학회지 Vol.9 No.1

Objective: Increased carotid IMT is an important predictor of atherosclerosis, coronary artery disease and cerebrovascular disease. The purpose of this study was to investigate the association between cardiovascular risk factors and carotid IMT in adults. Method: A total of 300 patients underwent ultrasound measurement of carotid intima-media thickness, computed tomography of the coronary artery calcification, and physical examination and blood tests. The following results were obtained. Results: The correlations between carotid intima-media thickness and cardiovascular risk factors such as total cholesterol, triglyceride, HDL-cholesterol, LDL-cholesterol, diabetes mellitus, smoking and coronary artery calcification were analyzed using simple correlation analysis. Obesity, systolic blood pressure, diabetes, smoking, and coronary artery calcification, all of which were positively correlated. In addition, in the chi-square test of each variable according to the carotid IMT, blood pressure, diabetes mellitus, smoking, and coronary calcification values were statistically significant with a significance level of less than 0.05 and the remaining sex, obesity diastolic blood pressure, total cholesterol, HDL-cholesterol and LDL-cholesterol were not statistically significant. Conclusion: These results suggest that risk factors for cardiovascular disease in adults are associated with increased intima - media thickness.

The Relationship among Country of Origin, Brand Equity and Brand Loyalty : Comparison among USA, China and Korea

Eunju Ko(고은주),Kyung Hoon Kim(김경훈),Sook Hyun Kim(김숙현),Guofeng Li(李国锋),Peng Zou(邹鹏),Hao Zhang(张昊) 한국마케팅과학회 2009 마케팅과학연구 Vol.19 No.1

市場環境的競爭日趋激烈, 要求企業把他們的産品投入到國際市場。但是如果不能对消费者的核心价值观和需求进行深入了解并作出充分的反应,企业就无法在全球消费市场获得有竞争性的影响力。品牌資産是企業的一種重要資産。尤其是在運動服裝領域, 品牌資産能够通過他的品牌的名字增加産品的效用和價値。不仅品牌資産會影響消費者態度. 其他因素, 如國家地區也有这種作用。本硏究探討原産國和品牌資産之間的關係, 以及它們如何影響消費者對某一品牌的忠誠。本硏究關注運動鞋市場, 這是因爲這一市場爲世界範圍內的生産者提供了更多機會。 本硏究的目的包括 : 1 原産國大品牌資産的影響 ; 2 品牌資産如何影響消費者的品牌忠誠 ; 3 在三國之間原産國和品牌資産的影響是否有所不同 ; 4 對不同的生活方式, 原産國和品牌資産的影響是否有所不同在文獻綜述的基礎上提出以下假設 : H1-a: 國家形象對原産國有積极影響 ; H1-b: 産品認知對原産國有積极影響 ; H2-a: 感知質量對品牌資産有積极影響 ; H2-b: 感知價格對品牌資産有積极影響 ; H3: 原産國對品牌資産有積极影響 ; H4: 品牌資産對品牌忠誠有有積极影響 ; 硏究結果可以歸納爲 : 在三個國歌之間, 運動鞋購買行爲、喜愛品牌、購買品牌、購買地點、信息使用和喜愛的運動項目都有顯著差異。硏究結果把原産國、品牌資産和品牌忠誠的關係擴展到運動鞋市場。品牌資産在三個國家中都與品牌忠誠有顯著關係。影響品牌資産的因素在三國之間有所不同。本硏究還將三國的消費者按生活方式劃分爲 : 前衛型、跟随型和落伍型。不考慮國家界限整合成新的消費者群體, 崱每個群體內部有相似的偏好和購買品牌。所有的消費者都認爲品牌資産影響品牌忠誠。對于前衛型消費者來說, 感知價格是影響品牌資産的唯一因素, 品牌本身更爲重要。落伍者不關心任何因素, 對于跟随型消費者, 除了感知價格其他因素都是重要的。 當一個品牌引入新的市場時, 營銷經理需要考虑品牌資産。本地化是基本策略。對于全球品牌來說, 了解各個國家消費者的共性特征比全球戰略更爲重要。 The marketing environment has become competitive to an extent that requires firms to target their products at markets that span national boundaries. However, competitive clout cannot be achieved in global consumer markets unless firms thoroughly understand and adequately respond to the core values and needs of those consumers. Brand equity is one of the most important assets to a company. Especially in sportswear markets, brand equity is the crucial value added to a product by its brand name. Factors such as country of origin also influence customer’s attitude towards brand equity. Therefore, this paper discusses the relationship between country of origin effect and brand equity, and how they influence consumers’ loyalty for respective brands. This paper focused on the sports shoes market, because it is an increasing area of opportunity for world manufacturers. The objectives of this study were the following. (1) Test the effect of country of origin on brand equity. (2) Test how brand equity influences consumers’ brand loyalty. (3) Find whether there are differences in the effects of country of origin and brand equity among the three countries. (4) Find whether there are differences in the effects of country of origin and brand equity among the different lifestyles. Based on the review of literature results, the hypotheses are concluded as the following: H1-a: Country image has positive influence on country of origin. H1-b: Product perception has positive influence on country of origin. H2-a: Perceived quality has positive effect on brand equity. H2-b: Perceived price has positive effect on brand equity. H3: Country of origin has positive effect on brand equity. H4: Brand equity has a positive impact on brand loyalty. Research model was constructed (see Fig. 1). After data analysis, the following results were concluded: sports shoes purchase behavior showed significant differences among Korean, Chinese, and American consumers for favorite brand, purchased brand, purchased place, information usage, and favorite sports games. The results of this study also extend the research of the relationship among country of origin, brand equity and brand loyalty to the sports shoes market. Brand equity was proven to have a significant relationship with brand loyalty for all countries. The factors which can influence brand equity are different for different countries. The third finding of this paper is that we identified different three lifestyles, adventurer, follower, and laggard, for Korean, Chinese and American consumers. Without the nationality boundary, seeing the emergence of a new group of consumers who have similar preferences and buy similar brands is more important. All of the consumers consider brand equity to keep their brand loyalty. Perceived price is the only factor which can influence brand equity for adventurers; brand is more important for them. The laggards were not influenced by any factor. All of the factors expect perceived price are important for the followers. Marketing managers should consider brand equity when introducing their brand into a new market. Also localization is the basic strategy that all the sports shoes companies should understand. But as a global brand, understanding the same characteristics for each country is more important to build global strategy.

초등영어교육의 스토리텔링 연구 동향 분석

고은주(Ko, Eunju),홍경선(Hong, Kyoungsun) 미래영어영문학회 2017 영어영문학 Vol.22 No.1

The purpose of this study is to explore the research trends of storytelling studies in elementary English education since 1997 when the English subject was first introduced to the national elementary curriculum. Thus we examined all the papers with respect to storytelling published in the three academic journals named as Elementary English Education, English Education and Foreign Language Education for 18 years to 2014. We collected 52 papers and classified them in terms of the researcher’s purposes, methods, topics and the cognitive and affective domains on a yearly basis. To catch the overall tendency of those 52 researches we used descriptive statistics. We first browsed through all of them and looked into any patterns. The papers were grouped in terms of the study objectives and the study objects to see their changes. We categorized them on their types of method including experimental research, survey, qualitative, development, and literature study. We identified some key words that could cover all the purposes of the 52 papers, summed up as learning materials, teaching methods, and research objectives. Finally, we further examined the affective domain that was subdivided into self-confidence, difficulty, participation, attention, interest, and utility, to see how many individual papers focused on which affective domain of children.

패션 브랜드의 기술·문화 융합과 지속가능 경영 활동에 따른 지속가능성 평가연구

박수현,고은주,Park, Suhyun,Ko, Eunju 한국의류산업학회 2017 한국의류산업학회지 Vol.19 No.2

In the context of the convergence revolution that brings together culture, technology, and humanities, the fashion industry is aiming to form product strategies to create added value. The ultimate aim of these strategies is to satisfy consumers' diverse needs. Boosted by discussions on sustainability in the fashion industry, sustainability management activities are also emerging as a trend in product strategy. Therefore, it is important to consider both convergence and sustainability management activities together as drivers of fashion brands' product strategies. The main objectives of this study are as follows: (1) to examine the differences in sustainability evaluation by product strategy, (2) to determine how sustainability evaluation affects brand attitude and purchase intention, and (3) to identify how this effect varies according to the types of convergence and sustainability management activities. The main findings of this research are as follows. First, sustainability evaluation varies according to fashion brands' product strategy. Second, evaluation has a positive effect on brand attitude and purchase intention. Third, the effect varies according to the types of convergence and sustainability management activities. This study is an extension of previous research for combining fashion brands' convergence and sustainability management activities as a part of their product strategy, which, in turn, contributes to positive consumer responses on the marketing level. Moreover, results provide practical implications for fashion brands that enable them to establish efficient marketing strategies regarding to convergence and sustainability management activities.

동대문 기반 패션 브랜드의 멀티채널 속성이 고객자산에 미치는 영향 연구

고전미 ( Jeonmi Ko ),고은주 ( Eunju Ko ) 한국의류산업학회 2016 한국의류산업학회지 Vol.18 No.6

This study aims to extract the multi-channel attributes of Dongdaemun-based fashion brands and consider the effects of these attributes on customer equity, customer satisfaction and re-purchase intention. In total, 493 samples of those who have purchased Dongdaemun-based fashion brand products using multi-channels were collected for the final data analysis, which was performed using SPSS 21.0 and AMOS 18.0. The findings of study are as follows. Among the multi-channel attributes of Dongdaemun-based fashion brands, entertainment and informativeness had a significant effect on all customer equity drivers. In terms of the effects of customer equity drivers on customer satisfaction and re-purchase intention, all customer equity drivers significantly influenced customer satisfaction, while brand equity significantly influenced re-purchase intention. Also, customer satisfaction significantly affected re-purchase intention. In the effective relationship between customer equity drivers and CLV, brand equity causes a significant influence on CLV amongst the customer equity drivers. There were significant differences among groups following the multi-channel shopping orientation of consumers. This study is significant for its scientific focus on the distribution channels of Dongdaemun, and in terms of the practical aspect of identifying the multi-channel attributes considered to be important to consumers. Measuring customer equity will suggest implications about the long-term direction of the development of Dongdaemun-based fashion brands.

7대 디지털 패션위크의 비교분석 연구

윤혜수 ( Hyesu Yun ),고은주 ( Eunju Ko ) 한국패션비즈니스학회 2021 패션 비즈니스 Vol.25 No.3

In the COVID-19 era, globally, companies in the fashion industry are pursuing new convergence methods through digital technology. Conventional fashion shows have become difficult to run exclusively, instead, the shows are run through a combination of offline and digital arrangements. This paper examines the trends of seven digital fashion show weeks in London, Paris, Milan, New York, Seoul, Shanghai, and Tokyo, and presents strategies applicable in Korea's Seoul Digital Fashion Week. We focused on the digital technology used in the digital fashion weeks fashion brands, and the characteristics of the host cities. The study conducted a literature review and case study through corporate and research report data, and the Fashion Week website. Based on the study results, changes in fashion industry calendars like 'See now, Buy now', seasonless, and unified collections for men and women, expansion of D2C system, the rise of short-form contents, and the expansion to the virtual world space and physical limitations can be cited as changed trends. The study provides insight into the incorporation of the Korean Wave and K-Pop singers, industrial structure change, and the establishment of B2B system in the Seoul digital fashion week. The shift to the digital runway is not only an alternative method to cope with the COVID-19 era but also a new “new normal”. Fashion shows are no longer fixed and planned in free spaces. As a venue displaying the creator’s personality, digital fashion week is expected advance in the future.

시간압박, 누가 얼마나 경험하는가?: 한국 기혼부부의 수면, 개인관리, 여가시간 결핍 결정요인 분석

김진욱 ( Jin Wook Kim ),고은주 ( Eunju Ko ) 한국사회복지정책학회 2015 사회복지정책 Vol.42 No.2

본 연구는 2009년 생활시간조사를 활용하여, 한국 기혼부부의 시간압박에 영향을 미치는 요인을 분석하였다. 시간압박을 수면시간의 결핍, 개인관리시간의 결핍, 여가시간의 결핍으로 구분하고, 각 하위차원 및 전체적인 시간압박을 종속변수로 헤크만 2단계 분석을 시행하였다. 분석모델은 개인전체와 성별로 나눈 모델로 구분하였으며, 투입된 독립변수는 젠더, 성별분업인식, 노동시간, 개인특성, 가구특성 등이다. 분석결과 결국 한국 기혼부부가 경험하는 시간결핍과 시간압박 수준은 성별, 맞벌이 여부, 자녀유형에 따라 큰 차이를 보였다. 전체적으로 맞벌이 여성의 시간압박이 가장 심하지만, 미취학 아동을 둔 전업주부의 시간결핍도 심각한 수준이었다. 여성의 생활시간 배분에 있어서 자녀의 유형은 매우 큰 영향요인이지만, 남성의 경우에는 그렇지 않았다. 이는 자녀를 돌보는 대부분의 책임을 여성이 고스란히 담당하고 있기 때문에 나타나는 결과이다. 결국 전통적 성별분업 인식은 약화되고 있지만, 그에 기초한 행동은 크게 변화되지 않고 있다는 해석이 가능하다. 결론에서는 이러한 분석결과를 바탕으로 이론적, 정책적 함의를 논의하였다. Utilizing 2009 Korea Time Use Survey data, the article aims to analyse the factors affecting the time pressure of married couples in Korea. The notion of time pressure is classified into three dimensions?i.e., the deficit of sleep, personal management, and leisure. Heckman``s two stage models are conducted to analyse each side of time deficit and the overall time pressure. Independent variables include gender, attitude on gender labour division, working time, individual characteristics and family features. Findings suggest that there are great differences in the experience of time deficit according to gender, single vs. double earner families, and the types of children. The most severe time deficit is experienced among working mothers with young children. Based on the results, the article discusses theoretical contributions and policy suggestions.

동대문 쇼핑몰 선택속성이 고객자산에 미치는 영향-동대문 쇼핑몰의 유형을 중심으로-

장팅 ( Ting Zhang ),고은주 ( Eunju Ko ),채희주 ( Heeju Chae ) 한국의류산업학회 2016 한국의류산업학회지 Vol.18 No.4

Domestic and foreign tourism authorities show that the most favorite tourist activity is shopping. Tourism income in Korea set a record in 2014 due to a large influx of Chinese tourists. Dongdaemun fashion market was selected as the most preferred destination for Chinese tourists shopping in Korea. This study examines the effect of store attributes on customer equity at Dongdaemun shopping malls. This study adopted a survey; subsequently, 637 questionnaires were used in the final analysis. Collected data were analyzed using SPSS 21.0 and AMOS 18.0 statistics program. The main findings of this study are as follows. Among the three store attributes of Dongdaemun shopping malls, service and environment attributes appeared to influence the three drivers of consumer equity. In addition, value equity was identified to provide a positive impact on Customer Lifetime Value (CLV), brand equity, and relationship equity were identified as having a positive impact on revisit intention. Second, the relationships between the variables were significantly different in two types of the Dongdaemun fashion shopping mall (Doota vs Lotte Fitin). In addition, this study offers a valuable implication for brand marketers to maintain and develop customer equity in Dongdaemun fashion markets.