Rm. #1111 on the 11th floor, Building #11, Waseda University<\/a><\/p>\n\u4e3b\u3000\u65e8 \/ Outline<\/h5>\n
“Corporate Brand Personification of Korean Firms”<\/p>\n
In the era of image-consuming, corporate brand image has been a powerful intangible asset that could be a source of competitive advantage.
\nThe 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.
\nFor this purpose, a total of 1,000 survey respondents were collected as samples.
\nAs a result, the 10 firms have been classified according to different external and internal forms showing the distinctive perceived brand image of each brand.
\nThe 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.
\nFor 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.
\nConsumers see it as an office worker with a business casual attire.
\nOn 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.
\nThese 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.<\/p>\n
\u30d7\u30ed\u30b0\u30e9\u30e0 \/ Schedule<\/h5>\n
13:00\uff5e13:05 Opening Remarks \uff08MIYAJIMA,\u00a0Hideaki (Advisor, WIAS \/ Professor, Waseda University)\uff09
\n13:05\uff5e14:05 Presentation
\n14:05\uff5e14:25 Question-and-answer session
\n14:25\uff5e14:30 Concluding Remarks\uff08MIYAJIMA,\u00a0Hideaki \uff09<\/p>\n
\u5bfe\u3000\u8c61 \/ Prospected Audience<\/h5>\n
Faculty and staff members of a university, grad students, undergraduates<\/p>\n
\u4e3b\u3000\u50ac \/ Organizer<\/h5>\n
Research Institute of Business Administration, Waseda University
\nWaseda Institute for Advanced Study, Waseda University<\/p>\n
\u7533\u8fbc\u307f \/ Registration<\/h5>\n
Free of charge. Please come to the event venue directly.<\/p>\n","protected":false},"excerpt":{"rendered":"
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