scholarly journals Effect of Character Marketing and Marketing Mix on Usage Intention of Internet-Only Banks: Evidence From South Korea

SAGE Open ◽  
2021 ◽  
Vol 11 (4) ◽  
pp. 215824402110672
Author(s):  
Jong Ho Lee ◽  
Heejun Park
Keyword(s):  
South Korea ◽  
Brand Equity ◽  
Marketing Mix ◽  
The Internet ◽  
Performance Difference ◽  
Research Model ◽  
Marketing Activity ◽  
Customer Perception ◽  
South Korean ◽  
Marketing Activities

Two South Korean internet-only banks were established around the same time, but their performances differ significantly when the product is similar to intangible values such as brand equity and marketing efforts. This study credits brand equity with causing performance difference and proposes a research model to examine which marketing activities construct brand equity. Traditional 4P marketing activities and character marketing are selected as marketing mix activities. Additionally, this research examines whether marketing activity effectiveness is affected by gender and evaluates customer perception about internet-only banking based on a survey. The results show that all the considered marketing activities are significant in establishing brand equity; however, their effect on brand equity is moderated by gender. This research contributes to marketing by considering brand equity in the internet-only banking context and emphasizing the effect of marketing activities using characters. Industry managers could use these results to achieve competitiveness by fostering brand equity.

scholarly journals Social media as a bridge to e-commerce adoption in Indonesia: A research framework for repurchase intention

2022 ◽  
Vol 6 (1) ◽  
pp. 107-114 ◽  
Author(s):  
Nihayatul Maskuroh ◽  
Mochammad Fahlevi ◽  
Dasih Irma ◽  
Rita Rita ◽  
Arbi Siti Rabiah
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Structural Equation ◽  
Customer Relationships ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Main Function ◽  
Research Model ◽  
Repurchase Intention ◽  
Marketing Activity

Consumers today are individuals who fulfill life needs such as shopping using e-commerce. In its fulfillment, consumers can change in terms of purchasing decisions from one e-commerce to another e-commerce. This requires the company to always have a good strategy to compete in a healthy manner in terms of business. To learn about the importance of social media marketing activity, this study will find out how much influence the social media marketing activity received by e-commerce companies has on brand equity, customer relationships and repurchase intention. In addition, the study will learn how much influence brand equity and customer relationship have on an e-commerce company's repurchase intention. In this study, the survey is conducted by distributing questionnaires to respondents online where the research sample has several questions related to the habits and behavior of respondents. This research uses a sample of 210 people who are domiciled in Indonesia. In the research model, the study uses Structural Equation Modeling (SEM) analysis and the software used for this research is IBM SPSS AMOS. The results of the influence of social media marketing activities have the largest positive influence on customer relationships, brand equity is the main and biggest factor that positively and significantly affects repurchase intention in this research model. The accumulated experience and knowledge of consumers about a brand is a factor that can influence consumers to repurchase the same brand. Brand equity not only provides immediate benefits, but also long-term benefits by retaining consumers to continue to repurchase their products. A strong brand will make consumers always remember the brand. The study explains that customer relationships do not have any significant effect on repurchase intention. The main function of customer relationships at first and now is to try to reach their consumers more broadly, especially related to purchases, but this is not proven in repurchases, especially in this study. Customer relationships in the study did not have any significant effect on repurchase intention.

scholarly journals EFFECT OF BRAND EQUITY AND MARKETING MIX ON CUSTOMER SATISFACTION AND IMPACT ON CUSTOMER LOYALTY

2019 ◽  
Vol 2 (3) ◽  
pp. 206
Author(s):  
Nani Sriyani
Keyword(s):  
Customer Satisfaction ◽  
Path Analysis ◽  
Brand Equity ◽  
Customer Loyalty ◽  
Significant Influence ◽  
Service Marketing ◽  
Marketing Mix ◽  
Brand Strategy ◽  
Marketing Activities ◽  
Number Of Customers

This research is about the activities carried out by PT Bank ICB Bumiputera, Tbk in the use of brand strategy and service marketing mix by looking at its effect on customer loyalty through customer satisfaction.Data processing was done by using path analysis, this research is quantitative with the number of respondents as many as 100 respondents. The results of the first study showed that there is a significant influence between brand equity and marketing mix on customer satisfaction.      The results of the second study show that there is a significant influence of brand quantity, service marketing mix and customer satisfaction on customer loyalty. This research is important information for PT Bank ICB Bumiputera by considering the variables mentioned above so that it can carry out marketing activities that will increase market share and the number of customers

From Boyfriend to Boy’s Love: South Korean Male ASMRtists’ Performances of Digital Care

2021 ◽  
pp. 152747642098582
Author(s):  
So-Rim Lee
Keyword(s):  
Gender Roles ◽  
South Korea ◽  
Gender Norms ◽  
Self Care ◽  
The Internet ◽  
South Korean ◽  
Normative Expectations

YouTube-based ASMR (Autonomous Sensory Meridian Response) has become widely popular in South Korea as a readily accessible mode of self-care. However, ASMR scholarship in South Korea has largely overlooked a discussion of its engagement with gender norms. This essay fills the gap by analyzing South Korean male ASMRtists performing digital care through “boyfriend role plays” and “boy’s love (BL) role plays.” Probing into these examples from the perspective of digital gender, I argue that the ASMR’s haptic encounter has the potential to turn the ASMRtist, the audience, and the Internet itself into active performers rehearsing the possibility of subverting the offline society’s normative expectations of gender roles.

scholarly journals Strategi Marketing Mix Baitul Mal wa Tamwil (BMT) Unit Gabungan Terpadu (UGT) Sidogiri Pasuruan

2016 ◽  
Vol 3 (1) ◽  
pp. 163-184
Author(s):  
Cihwanul Kirom
Keyword(s):  
Marketing Mix ◽  
Pricing Strategy ◽  
Marketing Activity ◽  
Product Price ◽  
Promotion Strategy ◽  
Distribution Strategy ◽  
Key Factor ◽  
Islamic Business Ethics ◽  
Marketing Activities ◽  
Marketing Mix Strategy

Within the business realm, marketing is a key factor which determines the success of distribution. Therefore, strategy and innovation are a necessity. Marketing activity would ensure whether a certain product is delivered to the costumers. In order to achieve the desired goals of marketing, it is important to manufacturers to follow a set of marketing processes, which comprise market overview, marketing strategy, marketing mix, and evaluation. Marketing mix is a set of strategies consist of product, price, promotion, and distribution, which guarantee the success of marketing activities. All of these aspects are intended to attain responses from the targeted market. The article seeks to discuss the marketing mix strategy implemented by BMT UGT Sidogiri Pasuruan based on four “Ps”, namely product, price, place, and promotion. The study finds that the marketing mix strategy employed by BMT UGT has met the costumers’ needs in terms of product strategy, pricing strategy, distribution strategy, and promotion strategy. The study also concludes that the proper implementation of marketing mix strategy and its compatibility with Islamic sharîʻah as well as the organization’s obedience towards Islamic business ethics are among pivotal factors that have significantly influenced the development of BMT UGT Sidogiri

scholarly journals The Effects of Online Brand Communities on Brand Equity in the Luxury Fashion Industry

10.5772/56854 ◽  
2013 ◽  
Vol 5 ◽  
pp. 32 ◽  
Author(s):  
Stefano Brogi ◽  
Armando Calabrese ◽  
Domenico Campisi ◽  
Guendalina Capece ◽  
Roberta Costa ◽  
...  
Keyword(s):  
Web 2.0 ◽  
Brand Equity ◽  
The Internet ◽  
Research Model ◽  
Fashion Industry ◽  
Web 2.0 Technologies ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Purchasing Behaviour ◽  
Other Consumers

Quoting the fashion genius Coco Chanel: “Fashion is not something that exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening.” This is even more true today than it was back then. Indeed, Web 2.0 technologies have made luxury fashion more accessible to everyone. Nowadays, consumers can instantly access a wide variety of fashion goods on the Internet and share brand experiences with other consumers. In this scenario, Online Brand Communities (OBCs) allow fashion customers to communicate with each other without any restrictions of time and place. For this reason, OBCs are viewed by fashion marketers as powerful instruments to influence customers' purchasing behaviour. The aim of the current study is to analyse the effects of OBC dynamics on brand equity. The proposed research model is applied to eight spontaneous OBCs of the luxury fashion industry.

The Role of Marketing in Developing Successful New Products in South Korea and Taiwan

1997 ◽  
Vol 5 (3) ◽  
pp. 47-69 ◽  
Author(s):  
X. Michael Song ◽  
Mitzi M. Montoya-Weiss ◽  
Jeffrey B. Schmidt
Keyword(s):  
South Korea ◽  
New Product Development ◽  
New Products ◽  
New Product ◽  
Product Development Process ◽  
South Korean ◽  
Technology Products ◽  
Marketing Resources ◽  
Marketing Activities ◽  
Using Data

Developing new products is an important activity for firms in the global, competitive marketplace. While marketing plays an important role in the process of developing new products, few studies have examined marketing's role in developing new products in East Asia. This research focuses on comparing marketing's contribution to the new product development process in South Korean and Taiwanese firms. South Korea and Taiwan have rapidly expanding economies that depend heavily on foreign exchange. In addition, these two countries have successfully transformed themselves from producing mainly low-value, labor-intensive goods to producing many high-value, high-technology products that require significant marketing savvy and proficiency. In this article, a model of the interrelationships among marketing resources, skills, activities, and new product performance is developed and tested using data on 372 recently developed South Korean new products and 306 recently developed Taiwanese new products. The results generally support the model, though some interesting differences were found between the two countries. It was found that merely possessing large quantities of marketing resources is not a key to new product success. Rather, the marketing skills derived from marketing resources and the proficiency in conducting marketing activities are important for successfully developing new products in South Korean and Taiwanese firms.

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