Defining Emotional Terms
AFFECT(감정)
-Immediate, psysiological response to stimulus
-Typically base on an underlying sense of arousal
EMOTION(정서)
-Judgments about important things,
judgments in which, appraising an external
object as salient for our own well-being.
USP
(single benefit positioning)
ESP
(emotional selling positioning)
Think about
Rolex watch!
-A Specialty Product
-Make good-quality automobiles in small quantity.
-Worth high-octane prices / Have 5000~7000cc
of engine
-Exclusivity – parts & performance
-Grafted Ferrari racing heritage onto road cars
-High technical skills & high in scarcity
Emotional Divorce), 나중에 삼각화라는 중요한 개념을 낳게 되는 정서적 평형(Emotional Equilibrium), 그리고 정신병의 발병을 들 수 있다.
보웬의 이론적 가설을 4가지로 정리해보면 다음과 같다(Papero, 1990).
① 가족의 패턴은 세대에서 세대로 전수되어 진다.
② 가족구성원이 원가족(Family of Origin)으로부터 적절
3. Brand positioning
- To make a comparison, the other big domestic competitor, Asiana Airline, appeals to emotions through comfortable, tender atmosphere. On the other hand, Korean Airline is aiming to improve customer satisfaction under the basic duties of Korean Airline by appealing with a perfection, quality, thoroughness, convenience.
- With a perfect and best image, Korean Airline striv
Emotional tourism destination image depending on PPL effect. Through the variable calculation, we got the mean of PPL effect. We set this to independent variable and set Cognitive, Emotional tourism destination image to dependent variable.
The result of regression analysis is
. PPL effect have a positive(+) effect on Cognitive, Emotional tourism destination image.
The influence
emotional link with consumers and to create strong brand images and positions to differentiate them from other brands. BMW positions itself as “real drivers car” with powerful performance. It can be associated with masculine, aggressive and dominant customers who are well educated and early achievers. Audi also positions itself as a drivers car and targets progressive, stylish sporty and urba
Positioning
- Positioning strategy makes to establish present position firmly on customers’ mind.
① High Quality and Low Price: The concept of The Face Shop is naturalism. It tried to reduce packing fees and stages of distribution channel.
② Natural and Luxurious Atmosphere of Shop
- Design of the shop is based on plainly white color, besides, the source of products such as rose, lotus
positive impact on the brand image.
Recently, Lotte Mart sold American LA galbi on a half sale price. The event is "Tongkeun LA galbi". But when Lotte mart did the event, a Korean cattle association and the consumers criticized to Lotte Mart. Because the Tongkeun LA galbi's selling time was same as the time when the whole country fought with the foot-and-mouth disease.
But even if the associati
Ⅲ. Subjects for Study
Conducting questionnaire was notified in advance about. And We explain the contents, Associated with personality characteristics and emotions were measured. Instructions of the same information that was stated on the questionnaire.
All the questionnaires for this study were prepared at a lecture room after class hours. Notice was given to students that respondents
position to another company. They seized about 52% of cosmetic market which included other nation's brand. They are planning on entering into other nations to broaden their
acknowledgement. One of the success case is France perfume market. They pushed into the France market about 10 years ago. Amore pacific constructed their brand image through emotional image of perfume business. It is a "Loli