한국의 국가정체성 구성차원에 대한 탐색적 연구

이진용(Jin Yong Lee),이유나(Yunna Rhee),이현경(Hyun Kyung Lee),최보람(Bo Ram Choi) 한국광고홍보학회 2011 한국광고홍보학보 Vol.13 No.4

정부는 2009년부터 대통령 직속 국가브랜드 위원회를 설립하고 정부 주도로 국가브랜드 가치 제고를 위한 정책을 수립하고 적극적인 활동을 수행하고 있다. 그러나 여전히 한국의 국가브랜드 가치는 저평가되어 있고 괄목할 만한 성과를 낼 수 있는 국가브랜드 관리체계가 확립되지 못한 상황이다. 이러한 상황은, 국가브랜드 정체성 개념 및 역할에 대한 평가와 합의가 광범위하게 이루어지지 못한 것에서 기인한 것으로도 볼 수 있을 것이다. 이에 본 연구는, 보다 명확한 국가브랜드 관리체계 정립을 위해 문헌연구를 통해 국가정체성 개념에 대해 논하고, 더 나아가 실증분석을 통해 한국의 국자정체성 차원을 제시하고자 하였다. 또한 원산지 효과(Chao, 1993; Cattin, Jolibert, & Lohnes, 1982; Huber & McCann, 1982) 및 해석수준 이론에 의거하여(Trope & Liberman, 2003, 2010), 타국가의 국민이 한국의 국가 정체성 차원에 대해 어떻게 평가하는지를 알아보았다. 연구결과, 국가 정체성은 한국민, 사회시스템, 글로벌 리더십, 인적재능, 국가유산, 미래성장력인 6개 차원으로 유형화되었으며, 평가자가 속한 국가별 경제발전정도 및 지리적 위치에 따라 한국의 정체성을 다르게 판단하고 있는 것을 확인하였다. 끝으로, 본 연구의 결과에 대한 이론적, 실무적 시사점을 논의하였다. Korea (more precisely speaking, South Korea) has been constantly gaining its presence as a nation within the international society. However, Korea`s nation brand is still undervalued. In this study, we argue that one of the core problems for the unsuccessful nation brand management is the lack of understanding and consensus on what constitutes South Korea`s national identity. Before thinking about nation branding, it is crucial to systematically explore and identify Korea`s identity as a nation. The main purpose of this study was to identify dimensions that construct Korean national identity through a comprehensive literature review and a series of empirical analysis. Based on Keillor & Hult (1999) and Devos &Banaji (2005)`s national identity constructs, we further developed a model of Korean national identity through in-depth interviews and surveys with foreign populations around the world (N 6079, 11 = countries). Six factors of Korean national identity were identified in the in-depth interviews with 44 participants from the U.S., Germany, Japan, and China, and these factors were refined and validated through a survey research. As a result of an exploratoryfactor analysis, 6dimensions includingKoreanpeople, social infrastructure, global leadership, talent, national heritage, and future growth potential were found to explain 71.68% of the variance. Overall, factor loadings were highest in the order of Korean people, global leadership, national heritage, and future growth potential. When participant countries were grouped into newly developing (South Africa, UAE, Brazil, and Russia), advanced(U.S., Australia, Sweden, and France), and adjacent countries(China, Singapore, and Japan), scores for each of the Korean national identity constucts were quite different, indicating that Korean national identity can be perceived quite differently according to characteristics of one`s nationality. Theoretical and practical implications are also discussed based on the results of both empirical and theoretical analyses.

조직 위기상황에서의 사과광고 메시지 전략과 용서

문비치(Beach Moon),이유나(Yunna Rhee) 한국언론학회 2009 한국언론학보 Vol.53 No.6

조직문화, 사원 커뮤니케이션, 조직-사원 관계성에 대한 연구

문비치(Bee Chi Moon),이유나(Yunna Rhee) 한국언론학회 2008 한국언론학보 Vol.52 No.3

기업 SNS 커뮤니케이션이 조직-공중 관계성에 끼치는 영향 : 소셜 프레즌스, 기업 정체성, 기업-자아 동일시를 중심으로

서미라 ( Mira Seo ),이유나 ( Yunna Rhee ) 한국PR학회 2019 PR연구 Vol.23 No.3

Objectives This study explored how the use of corporate social media effects organization-public relationships, using various identified concepts including: social presence, corporate identity, and company-customer identification. The study results are expected to contribute to the development of a more effective and comprehensive corporate SNS PR strategy planning. Methods An online survey was conducted with 295 adults in their 20s and 60s who are following corporate SNS accounts. A structural equation modeling was conducted to examine and review the proposed research questions and hypotheses. Results The results of the study showed that the effect of corporate social presence on SNS can serve as a leading factor influencing corporate identity, company-customer identification and a major factor that can improve organization-public relationships. In addition, it was confirmed that the reviewed corporate identity and company-customer identification variables, which are psychological linkages to a corporation, are positively affecting the relationships between an organization and its public as differentiated variables. These results are empirical evidence that corporate social media PR communication activities, and are a part of the multifaceted processes that require detailed strategic planning. Conclusions This study is meaningful in that it expanded the existing social media PR research, that only tends to focus on the technological factors of the media environment itself. In this research, by applying the social presence, the corporate identity and the company-customer identification variables review and highlight a more humanistic aspect of the organization, which was brought to the fore. It is expected that a more effective SNS communication PR strategy can be established through the continued analysis of the factors related to the cognitive psychological aspects, as experienced by the public in terms of their interaction with organizations using social media channels.

브랜드 개성을 통한 도시브랜드 자산 구축에 대한 탐색적 연구

문빛(Beach Moon),이유나(Yunna Rhee) 한국광고홍보학회 2010 한국광고홍보학보 Vol.12 No.2

최근 들어, 도시는 하나의 브랜드로서 지속적·체계적으로 관리될 필요가 있다는 논의가 활발하게 이루어지고 있다. 이에 본 연구는 타도시와 차별화될 수 있는 요인인 브랜드 개성에 주목하였다. 특히, 본 연구는 도시브랜드 개성의 특성들이라 할 수 있는 브랜드 개성의 강도, 호의성, 독특성, 일관성 측면에서 도시별로 어떠한 차이가 있는지를 구체적으로 살펴보았다. 또한, 도시브랜드 개성의 다양한 차원들에서 드러나는 특성들이 도시브랜드 태도와 어떠한 상관관계를 보이는지 분석하였다. 2009년 10월 동안 서울에 거주하는 대학생 300명을 대상으로 국내 6대 광역도시들(인천, 부산, 대구, 대전, 울산, 광주)에 대한 도시브랜드 개성의 특성들을 조사한 결과, 각 도시별로 강력하고, 호의적이며, 독특하고도 일관된 개성들은 유의미한 차이가 있는 것을 확인하였다. 뿐만 아니라 도시브랜드 개성의 특성들은 도시브랜드 태도와 유의미한 상관관계가 있었으며, 거주지, 관광지, 투자지와 같은 도시브랜드 태도에 긍정적으로 영향을 미치는 도시브랜드 개성은 각기 다른 것으로 나타났다. 결론부분에서는 본 연구의 결과를 바탕으로 도시브랜드 자산 구축에 효과적으로 기여할 수 있는 도시브랜드 개성 활용 전략 방안에 대하여 논의하였다. The purpose of this study was to investigate perceptual differences of City Brand Personality in terms of its strength, favorableness, uniqueness and consistency. This research also attempts to examine the association between four characteristics of city brand personality and city brand attitude focusing on 6 metropolitan cities in Korea including Incheon, Busan, Daequ, Daejeon, Ulsan and Gwangju. A survey on 300 college students was conducted in October, 2009. The results showed that respondents had different perceptions of the characteristics related to city brand personality according to 6 metropolitan cities. In addition, there was a significant association among various characteristics of city brand personality such as strength, favorableness, uniqueness and consistency and the attitudes toward 6 city brands. Theoretical and practical implications regarding city brand management based on the results are discussed.

메시지 소구 유형과 시간 혹은 금전점화 유형이 국가브랜드 구축 참여의도에 미치는 영향

이진용(Jinyong Lee),이유나(Yunna Rhee),김유신(Yooshin Kim) 한국경영학회 2015 Korea Business Review Vol.19 No.1

본 연구는 공공 브랜드의 중요성을 대중에게 전달할 때에 메시지 소구 유형(자기지향 메시지 혹은 타인지향 메시지)과 상황적 요인(시간 혹은 금전점화유형)에 따른 국가브랜드 구축 참여의도에 미치는 영향을 살펴보았다. 연구결과 자기지향 메시지가 제시되면 금전 점화되었을 때 시간 점화되었을 때에 비하여 국가브랜드 구축 참여의도가 더 높게 나타났다. 이에 반해 타인지향 메시지에 대해서는 시간이 점화되었을 때 금전이 점화되었을 때에 비하여 국가브랜드 구축 참여의도가 더 높게 나타났다. 추가적으로 개인의 공공자의식 수준이 메시지유형 및 점화유형에 따른 국가브랜드 구축 참여의도에 미치는 영향에 대해 살펴보았다. 공공자의식이 높은 사람들에게 자기지향 메시지를 제시한 경우는 금전을 상기한 사람들이 시간을 상기한 사람들에 비하여 국가브랜드 구축 참여의도가 더 높게 나타났다. 이와 반대로 타인지향 메시지가 제시되면 시간 점화된 사람들이 금전 점화된 사람들에 비하여 국가브랜드 구축 참여의도가 더 높게 나타났다. 공공자의식 수준이 낮은 사람들의 경우 메시지 유형과 점화유형에 따른 국가브랜드 구축 참여의도 차이가 나타나지 않았다. This study aims at figuring out intention to participate in building a nation brand (in this study the Korea nation brand) according to situational factors (time or money priming) by categorizing message appeal types into self-oriented one focusing on personal benefit and other-oriented one stressing out public benefit in the situation that the importance of a public brand such as the nation brand is addressed out to the public. Recently, studies on time or money priming as situational factors for decision-making have been actively conducted (Vohs, Mead, and Goode 2006; 2008; Mogilner and Aaker 2009; Mogilner 2010). Since time or money priming influence individual’s pursuit of goals and recognition of relation with the object in decision making situations, message appeal types (self-oriented or other-oriented) in the time or money priming condition will have differential effects on intention to participate in building the nation brand. When people think of money and, thus, their goals, they will be influenced more by self-oriented messages. In contrast, when people think of time and, thus, relationships with others, they will be influenced more by other-oriented messages. Statistical analysis showed an interaction effect between a message appeal type and priming (time or money). Money priming raised a feeling of personal self-sufficiency and made subjects concentrate on pursue of benefit (Vohs, Mead and Goode 2006; 2008), while time priming made him or her focus on recognition of relationship with others (Mogilner and Aaker 2009; Mogilner 2010). For self-oriented message, when subjects were goal oriented in the money priming condition, the intention to participate in building the nation brand was higher, compared to when they were thinking of relationship with others in the time priming condition. Meanwhile, for an other-oriented message, time priming showed higher intention to participate in building the nation brand than money priming. Additionally, the effect of message appeal type and priming effect according to individual public self-consciousness on intention to participate in building the nation brand was studied. When receiving a self-oriented message to people with higher public self-consciousness, subjects in the money priming condition showed higher intention to participate in building the nation brand than those in the time priming. On the contrary, if other-oriented message was suggested, time priming led to higher intention to participate in building the nation brand than money priming. In cases of lower public self-consciousness, there was no difference in the intention to participate in building the nation brand between two message appeal types or between two priming types of money and time. People with higher public self-consciousness showed very high intention to participate in building the nation brand with an other-oriented message compared to the same nation brand with self-oriented message, by focusing on more relationship with people, compared to people with lower public self-consciousness.

관계경영의 새로운 효과지표

문빛(Bitt Moon),이유나(Yunna Rhee) 한국언론학회 2012 한국언론학보 Vol.56 No.2

조직-공중 관계의 양면성

문빛(Bitt Beach Moon),이유나(Yunna Rhee) 한국언론학회 2011 한국언론학보 Vol.55 No.5