Waseda Organizational and Financial Economics Seminar:
“Corporate Brand Personification of Korean Firms” (December 10)
講演者 / Speaker
Nam S. Lee （Assistant Professor, Chung Ang University）
- Fields of Research Interests
Strategic Management, International Business, New Venture Creation, Feasibility Study
日 時 / Date & Time
Monday, 10 December 2018, 13:00 – 14:30
会 場 / Venue
Rm. #1111 on the 11th floor, Building #11, Waseda University
主 旨 / Outline
“Corporate Brand Personification of Korean Firms”
In the era of image-consuming, corporate brand image has been a powerful intangible asset that could be a source of competitive advantage.
The aim of this study is to identify the brand personification image of 10 Korean corporate brands embedded in the consumers’ perception through the personification technique treating a company as a person.
For this purpose, a total of 1,000 survey respondents were collected as samples.
As a result, the 10 firms have been classified according to different external and internal forms showing the distinctive perceived brand image of each brand.
The external form includes characteristics such as, gender, face type, body type, age, occupation, personality, fashion, etc. whereas inner personality such as, favorability, the degree of risk-taking, capability, the degree of formality and masculinity.
For example, ‘Samsung Electronics’ is perceived as a 30-year-old man with a height of 175-179cm, a slim face shape and a standard body style.
Consumers see it as an office worker with a business casual attire.
On the other hand, ‘LG Electronics’ is perceived as an office worker with a height of 165-169cm, an egg-shaped face and a standard body shape wearing a casual suit.
These results can be used as basic data for research on corporate personality in the future, and can be applied to develop a firm-level brand differentiation strategy in practice.
プログラム / Schedule
13:00～13:05 Opening Remarks （MIYAJIMA, Hideaki (Advisor, WIAS / Professor, Waseda University)）
13:05～14:05 Presentation
14:05～14:25 Question-and-answer session
14:25～14:30 Concluding Remarks（MIYAJIMA, Hideaki ）
対 象 / Prospected Audience
Faculty and staff members of a university, grad students, undergraduates
主 催 / Organizer
Research Institute of Business Administration, Waseda University
Waseda Institute for Advanced Study, Waseda University
申込み / Registration
Free of charge. Please come to the event venue directly.
