Waseda Organizational and Financial Economics Seminar:
“Corporate Brand Personification of Korean Firms” (12/10)
講演者 / Speaker
Nam S. Lee （Assistant Professor, Chung Ang University）
- 研究分野 関心領域
Strategic Management, International Business, New Venture Creation, Feasibility Study
日 時 / Date & Time
2018年12月10日（月） 13:00～14:30
会 場 / Venue
早稲田大学 早稲田キャンパス 11号館 11階 1111教室
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 開会の挨拶（宮島 英昭 早稲田大学高等研究所 顧問 ／ 商学学術院 教授）
13:05～14:05 講演
14:05～14:25 質疑応答
14:25～14:30 閉会の挨拶（宮島 英昭）
対 象 / Prospected Audience
学部生・大学院生・教職員
主 催 / Organizer
早稲田大学 産業経営研究所
早稲田大学 高等研究所
申込み / Registration
事前申込み不要です。直接会場にお越しください。
