Assessing the Effectiveness of Brand Recall, Recognition, and Image of Sponsor and Non-sponsor in 2008 Beijing Olympic Games: comparisons of pre- and post-games

하인주,김이종,Yin, Xiang Lan 한국외국어대학교 국제지역연구센터 2009 International Area Studies Review Vol.12 No.3

This paper examines the performance of assessing sponsors and non-sponsors awareness and image at the 2008 Beijing Olympic Games in Korea. Using a sample of 2,118 respondents, a survey was administered in Seoul before and after Games to compare the awareness and image that changed between two periods. The findings reveal that the effectiveness of the 2008 Beijing Olympic sponsorship has was lower than we expected. Overall, Samsung, Coca-Cola, and McDonald’s were very successful in enhancing the salience of their respective brands during the games. In our study, it was found that local non-sponsors did not influence the effect of sponsorships. On the other hand, multinational non-sponsors had relatively higher the misleading the respondents into believing that they are supporting Olympics. We observed Nike ambushing Adidas, Dell ambushing Lenovo, Hyundai ambushing Volkswagen, Nestle ambushing Yili, Citi bank ambushing the bank of China. Therefore, Nike, Dell, Hyundai, Nestle, and Citi bank led to obtain the benefit and resulted in increasing consumer confusion as to who is a sponsor. To the ambushers, international well known brand well affords a competitive advantage that enables the firm to have created an environment of consumer confusion with regard to sponsorship in Korea. The paper concludes by considering some issues for sponsorship marketers.

한·중·일 3국 브랜드개성 유형의 유사성과 차이성 비교를 통한 문화적 공통성과 특수성에 관한 연구

하인주 한국외국어대학교 국제지역연구센터 2009 국제지역연구 Vol.13 No.3

In this article, we review the brand personality literatures among cross nations in view of culture value Big five, personality trait Big five and Maslow's motivation theory. Through the comparing with brand personality similarities and differences with culture value big five, personality trait big five, and motivation theory, the results might provide a more complete insight into the unique values of their cultures. The three literatures of this study which developed for Korean, Chinese and Japanese-based dimensions of brand personality and thus, may provide a understanding about for cultural similarities and differences in Korea, China and Japan. First, the similar dimensions found is “Sincerity"(仁) compared with three nations. It is found the similarity among three country’s brand personality dimension; Korean-“Affection", “Sincerity", Chinese-“仁"(Sincerity), Japanese-“Peaceful", “Sincerity" that carry more specific cultural meaning. These similar dimensions are in accordance with “Conservatism"(cultural value big five), “Agreeableness"(personality trait big five) and “social need". The presence of “Sincerity" dimension of three national based brand personality may reflect the visibility that obedience, maintaining harmony and interdependence has in Asian cultures. Second, the different dimension found is “Ruggedness" compared with three nations. It was not found “Ruggedness" personality dimension in Korean and Japanese, on the other hand, it was found “勇"(Ruggedness) personality dimension in Chinese. In the view of personality trait big five and need theory, the Chinese has relatively higher value on “social needs" and "masculinity" as compared with Korean and Japanese. Therefore, “masculine” was more prominent attributes in the Chinese brand personality than in the Korea and Japan brand personality and played distinctly different roles in each culture. This may mean that when people in China perceive commercial brands, place emphasis on the values of Openness and Social need. The result of this study has, from a new perspective, suggested the implications in the establishing of Korean, Chinese and Japanese brand strategy and management. The limitations of this study relied on a limited number of brand personality literatures and provided only conceptual comparison. Further research is needed to examine the degree of generalizability of these results. 본 연구는 한중일 3국 브랜드개성 유형의 유사성과 차이성을 문화가치관, 성격 모형, 동기 모형의 준거 모델을 기준으로 각 나라가 지닌 문화적 공통성과 특수성을 비교 탐색하는 것이다. 3국의 브랜드개성에 관련된 문헌을 수집 조사하는 질적연구접근 방법을 통해 본 연구는 다음과 같은 결과를 얻어냈다. 한중일 3국이 지닌 브랜드개성 유형의 공통성은 한국의 “정감”(affection), “성실”(sincerity): 일본의 “평화”(peacefulness), “성실”(sincerity); 중국의 “인"(仁)으로 이러한 공통성은 문화가치관의 “보수주의”와 “내재적 동기”에 의한 “집단주의적 가치관”을 중요시함과 동시에 동양적 개인주의를 추구하는 “인(仁)"의 문화적 공통성이 발견되었다. 한중일 3국이 지닌 브랜드개성 유형의 차이성은 중국의 “용”(勇)으로, 중국은 한국과 일본에 비해 사회적인 성향의 동기가 상대적으로 더 강하게 나타났으며, 이는 보다 적극적인 문화수용의 태도를 의미한다. 이러한 결과는 동북아시아의 동질적 문화권 하에 3국은 어느 정도 유사한 문화적 가치관을 지니고 있지만, 구체적으로 개별적인 하위범주의 특성으로 보면 차이가 존재한다는 것을 시사하고 있다. 따라서 다국적 브랜드는 한중일 3국의 문화적인 보편성과 특수성을 어떻게 동시에 조화시켜 해당 국가에서의 브랜드 마케팅전략을 어떻게 전개해 나갈 것이냐 하는 문화 분석의 과제를 안겨 준다.

A Cross-national Comparative Study on Fastfood Restaurant’s Brand Personality between Beijing and Seoul

하인주,김지회,이애주 한국외식경영학회 2008 외식경영연구 Vol.11 No.3

많은 외식기업들이 기업만의 차별화된 브랜드 개성을 유지, 관리하기 위해 해마다 거액의 마케팅 비용을 투자하고 있음에도 불구하고, 패스트푸드 업계의 브랜드 개성에 관한 국가 간의 비교연구는 다양하게 이루어지고 있지 않다. 본 연구에서는 동일 브랜드에 대한 국가 간 지각수준의 차이를 비교하기 위해, 패스트푸드 업계의 대표적 브랜드인 KFC의 브랜드 개성에 대한 중국인과 한국인의 지각수준을 측정하였다. 그 결과 동일 브랜드에 대한 국가 간의 차이를 증명할 수 있었으며, 그에 따른 원인을 규명하여 마케팅 전략의 방향을 제시하고자 하였다. 이를 위해, 에이커(1997)의 브랜드 개성 분야(Aaker's brand personality dimensions)를 토대로 설문항목을 구성하여 중국과 한국의 대학생을 대상으로 설문을 실행하였다. 그 결과 중국시장에서의 KFC는 ‘competence’ 개성분야가 상대적으로 강하게 지각되고 있으며, 반면 한국에서는 ‘sophistication’ 개성분야가 높게 지각되고 있음을 알 수 있었다. 또한 중국시장에서는 KFC의 상품관련 속성들이 브랜드 개성을 구축하는데 이바지 하고 있었으며, 한국의 시장에서는 상품관련 속성 뿐 아니라 비상품관련 속성들도 브랜드 개성을 구축하는데 기여하고 있음을 알 수 있었다.

한·중·일 3국 대학생이 인식하는 맥도날드와 KFC의 브랜드 개성 차원에 관한 비교 연구

하인주 한국동북아경제학회 2010 동북아경제연구 Vol.22 No.1

A number of research have examined the brand personality in the many industries. Little research, however, was conducted to compare fast-food industry in cross country. Therefore, the purpose of this study is compare how Korean, Chinese, and Japanese perceive the brand personality of McDonald’s and KFC. This paper is to find out which brand personality dimensions are clear and distinct brand personalities in the minds of Korean, Chinese, and Japanese. This study applied Aaker’s brand personality 15 facet approach to identify key points of differentiation among Korea, China, and Japan’s McDonalds and KFC. The questionary hand out each 540 then used for data analysis 156 in Korea, 164 in China. and 147 in Japan. To test for differences among countries on each of the five personality dimensions(Sincerity, Excitement, Competence, Sophistication, and Ruggedness) according McDonald’s and KFC using ANOVA. The results indicated that ‘Sincerity’, ‘Excitement’, ‘Competence’ among five brand personality dimensions in McDonald’s were significantly found different among three countries. Specifically, McDonald’s in Japan is perceived as being more ‘Sincerity’, ‘Excitement’, ‘Competence’ than China’s and Korea’s. In KFC, the results indicated that ‘Excitement’, ‘Competence’ among five brand personalty dimensions were significantly found different among three countries. Specifically, KFC in China is perceived as being more ‘Excitement’, ‘Competence’ than Korea’s and Japan’s. This study also provided the fact that ‘Excitement’ and ‘Competence’ were the most important dimensions in fast-food restaurant across nations. The result of this study has, from a new perspective, suggested the implications in the establishing of Korean, Chinese and Japanese fast-food restaurant’s brand strategy and management.

한·중 브랜드 개성 유형에서 나타난 유사성과 차이성에 근거한 한국 외식 기업의 중국 경영 현지화 접근의 탐색적 연구

하인주 한국외식경영학회 2010 외식경영연구 Vol.13 No.2

Through the comparing with brand personality similarities and differences with culture value big five, personality trait big five, and motivation theory, the results might provide a more complete insight into the unique values of their cultures. The similar dimensions found are “Sincerity”(仁), “Excitement”(乐), and “Sophistication”(雅)compared with two nations. The different dimension found is “Competence”(智) and “Ruggedness”(勇) compared with two nations. It was not found “Competence”(智) and “Ruggedness”(勇) personality dimension in Korean, on the other hand, it was found “Competence”(智) and “Ruggedness”(勇) personality dimensions in Chinese. In the view of personality trait big five and need theory, the Chinese has relatively higher value on “Social needs”, “Openness”, “Mastery Needs”, “Equalitarian Commitment” as compared with Korean. The result of this study has, from a new perspective, suggested the implications in the establishing of Chinese-style marketing for Korean corporations.

韩中日三国本土化品牌个性维度的一致性和差异性 - 基于文化价值五大模型、人格五大模型和需求理论视角 -

하인주,강명화 동북아시아문화학회 2010 동북아 문화연구 Vol.1 No.22

The three literatures of this study which developed for Korean, Chinese and Japanese-based dimensions of brand personality and thus, may provide a understanding about for cultural similarities and differences in Korea, China and Japan. First, the similar dimensions found is “Sincerity”(仁) compared with three nations. These similar dimensions are in accordance with “Conservatism”(cultural value), “Agreeableness”(personality trait) and “social need”(need theory). The presence of “Sincerity”(仁) dimension of three national based brand personality may reflect the visibility that obedience, maintaining harmony and interdependence has in Asian cultures. Second, the different dimension found is “Ruggedness” compared with three nations. It was not found “Ruggedness” personality dimension in Korean and Japanese, on the other hand, it was found “勇”(Ruggedness) personality dimension in Chinese. In the view of personality trait big five and need theory, the Chinese has relatively higher value on “social needs” and “masculinity” as compared with Korean and Japanese.

체인 레스토랑의 스포츠 이벤트 스폰서십 선택을 통한 이미지 향상

하인주 한국외식경영학회 2005 외식경영연구 Vol.8 No.1

This study reports the results of an experiment by university students as a population who evaluated the degree of the sporting event’s image and the brand image of chain restaurants. Through an event-family restaurant image similarity survey, sponsorship pairings were selected. It implies that before entering into sponsorship arrangements firms would be advised to take a proactive role in measuring their target consumers’ event image perceptions in order to confirm that the event’s image is consistent with the firm’s brand positioning goals. It indicates that if image transfer is of concern, then event selection should be made with a degree of similarity in mind. To enhance the strength of image transfer in the case of event sponsorship, it seems plausible that marketers may wish to alter communication tools regarding the product prior to the event, to be more congruent with the image of the event.

이벤트 스폰서십이 체인 레스토랑의 브랜드 이미지 전이에 미치는 영향

하인주(In Joo Ha),정규엽(Kyoo Yup Chung) 한국호텔외식관광경영학회 2005 호텔경영학연구 Vol.14 No.4

Gay Travel Market 의 기회와 위협에 대한 탐색적 고찰

하인주(In Joo Ha),정규엽(Kyu Yeop Chung),이형룡(Hyung Ryong Lee) 한국호텔관광학회 2002 호텔관광연구 Vol.4 No.1

Traditionally, travel companies have been indifferent or even hostile to the idea of treating gay people as a separate consumer group with different purchase preferences and behavior. However, the effect of more gay men and women being comfortable with their sexuality and `coming out` to friends and family has created a new, much talked about commercial opportunity. In several western countries, gay men and women can now register their relationships and gain similar legal and financial status to their heterosexual counterparts. There are also signs of increased sophistication in the tastes of gay travellers, away from inexpensive conventional resort-based holidays to premium-priced activity holidays and special-interest tours. Therefore, the purpose of this paper is to investigate the environment making the gay travel market an even more attractive commercial proposition, and examine the opportunities and threats in the gay travel market.

중국 문화적 가치에 근거한 현지화 브랜드 개성 차별화 전략: 호리래(好利來), 면포신어(面包新語), 파려패첨(巴黎貝甛)을 중심으로

하인주 ( In Joo Ha ),강명화 ( Ming Hua Jiang ) 한국외국어대학교 중국연구소 2010 中國硏究 Vol.50 No.-

This study developed a bakery brand scale using Aaker(1997) Brand Personality Scale(BPS). The findings revealed that bakery brand personality was consisted of 3 dimensions such as ``Sincerity``, ``Competence`` and ``Sophistication``. Through the comparing with ``Sincerity``, ``Competence`` and ``Sophistication`` with Schwartz`s culture value, Personality Five-Factor Model(FFM), the Chinese Personality Assessment Inventory(CPAI), and Chinese Brand Personality Scale(CBPS), the results might provide a more clear and distinct brand personalities in the minds of Chinese. Data used in the analysis were gathered from Beijing. Haolilai is percerived as being more Sincerity than BreadTalk and Paris-Baguette. BreadTalk is percerived as being more Competence than Holilai and Paris-Baguette. Paris-Baguette percerived as being more Sophistication than Holilai and BreadTalk. In the view of culture value, FFM, CPAI, and CBPS, the Sincerity relatively higher value on Conservatism Need, Competence relatively higher value on being capable and courageous activity, Sophistication appears to be more directly related to conspicuous consumption. The results of this study has, from a new perspective, suggested the implications in the Chinese-style marketing for local and multiple corporations.