- E-ISSN2233-5382
- KCI
E-ISSN : 2233-5382
Vol.15 No.10
Abstract
Purpose: As the government supports the pharmaceutical industry as a next-generation growth industry, there has been a change in the generic-oriented market. The government is trying to lower the price of generic medicines and change the market with rebates. If there is no difference in the marketing methods of pharmaceutical companies, corporate brand image can be an important attribute to consider when doctors prescribe generic drugs. Research design, data, and methodology: The brand image of pharmaceutical companies consists of communication with customers, social responsibility, ethical behavior, and the image of MR. Other factors than the corporate brand image have little effect on doctors’ intention to prescribe. The subjects of this study were limited to the generic drug market and clinic doctors with no restrictions on prescribing authority. Results: First, the customer and communication components of corporate brand image influenced prescribing intention. Second, social responsibility, a component of corporate brand image, influenced prescribing intention. Third, ethical behavior as a construct of corporate brand image influenced prescribing intention. Fourth, the effect of MR's image on prescription intention was confirmed. Conclusions: To differentiate from previous studies, this study focused on generic prescriptions in hospitals and confirmed that the corporate brand image of pharmaceutical companies had a positive effect on doctors’ prescription.
Abstract
Purpose: This study aims to examine the effects of social power of streamers and social capital on purchase intention in the luxury brand commerce context. Research design, data and methodology: A survey was used to explore key questions about the relationships between social power of streamers, social capital, attitude, and intention to purchase luxury brands in the luxury brand commerce. Through a comprehensive examination of social power of streamers —including expert, legitimate, referent, and reward dimensions—and social capital, this research reveals how these factors influence consumer attitudes and purchase intentions in the context of luxury brand commerce. Results: The findings indicate that social power significantly enhances social capital, which in turn affects consumers' positive attitudes toward luxury brands and their intentions to purchase in the luxury brand commerce context. The study uncovers that both social power and social capital are essential in influencing attitude and driving purchase behavior in the context of the luxury brand commerce, particularly for luxury brands. The study’s results offer valuable insights for luxury brand managers, highlighting the importance of selecting influencers in the luxury brand commerce who not only own strong social power but also have cultivated considerable social capital. Conclusions: This research contributes to the theoretical foundation of luxury brand commerce and provides practical implications for enhancing luxury brand strategies in the digital marketplace.
Abstract
Purpose: Effective network management will be essential for B2B companies as they navigate the challenges of today’s fastchanging global business landscape. This study seeks to propose effective strategies that help B2B companies develop competitive advantages and attain sustainable growth by optimizing their networks in uncertain environments. Research design, data and methodology: This study suggests that network openness and network reciprocity affect the firm’s financial performance, and that these effects may vary according to the level of environmental uncertainty. The hypotheses were tested with data collected using a cross-sectional survey of plant engineering network. The gathered data was analyzed by multiple regression analysis using the STATA program Results: The results of Model 1 indicate that both network openness and network reciprocity have positive effects on financial performance. In Model 2, environmental uncertainty strengthens the positive effect of network openness on financial performance, but reduces the positive impact of network reciprocity. These findings suggest that environmental uncertainty influences a firm's financial performance. Conclusions: This study offers both theoretical and practical insights. Although network structure is considered a key factor, its subjective nature poses challenges in measurement, and the crosssectional design introduces certain limitations. Future research should investigate different applicable directions building on the findings of this study.
Abstract
Purpose: This study aims to empirically analyze the impact of service quality on customer satisfaction, reuse intention, and wordof-mouth effect in South Korean social welfare institutions. Given the rapid expansion of social welfare services since the 1980s, service quality and user perception have gained importance, but existing studies have primarily focused on customer demand with limited attention to the perception gap between service providers and users. Research Methodology: A survey was conducted with 175 users of welfare centers in Jeollanam-do. Service quality was measured across five dimensions: reliability, responsiveness, assurance, empathy, and tangibles. The collected data were analyzed using statistical methods, including correlation and regression analysis, to examine the relationships between service quality and customer satisfaction, reuse intention, and word-of-mouth effect. Results: The findings indicate that kindness, convenience, and tangibility have a significant impact on customer satisfaction, reuse intention, and the word-of-mouth effect. These dimensions of service quality were found to be more influential than others in shaping positive customer outcomes. Conclusion: This study provides actionable insights for improving service quality in social welfare institutions, demonstrating that enhancing specific aspects of service quality can lead to higher customer satisfaction, increased reuse intentions, and more favorable word-of-mouth