@article{ART003172582},
author={You Jeong Nam and Kim, Seung In},
title={A study of corporate image strategy using financial company characters: Focusing on high and low cognitive characters},
journal={Industry Promotion Research},
issn={2466-1139},
year={2025},
volume={10},
number={1},
pages={19-28},
doi={10.21186/IPR.2025.10.1.019}
TY - JOUR
AU - You Jeong Nam
AU - Kim, Seung In
TI - A study of corporate image strategy using financial company characters: Focusing on high and low cognitive characters
JO - Industry Promotion Research
PY - 2025
VL - 10
IS - 1
PB - Industrial Promotion Institute
SP - 19
EP - 28
SN - 2466-1139
AB - The purpose of this study is to analyze the impact of image characteristics and utilization of financial company characters on corporate image and consumer favorability, and to suggest strategies for brand differentiation and strengthening emotional connection with customers. The research methodology compares a high recognition character (Merits Fire) with a low recognition character (Nonghyup Bank), and empirically analyzes the impact of character recognition and utilization on corporate image and consumer favorability through surveys and in-depth interviews. The study found that image characteristics such as character credibility, dynamism, familiarity, attractiveness, and similarity have a positive impact on consumers. Based on these results, the study recommends that financial firms should utilize high-recognition characters to enhance credibility and familiarity, while low-recognition characters should be actively advertised and storytold to increase recognition. This study provides practical strategies for financial firms to effectively utilize character marketing to build brand awareness and consumer loyalty.
KW - Financial companies;Character image;Corporate image;Consumer favorability;Marketing;Brand Reliability
DO - 10.21186/IPR.2025.10.1.019
ER -
You Jeong Nam and Kim, Seung In. (2025). A study of corporate image strategy using financial company characters: Focusing on high and low cognitive characters. Industry Promotion Research, 10(1), 19-28.
You Jeong Nam and Kim, Seung In. 2025, "A study of corporate image strategy using financial company characters: Focusing on high and low cognitive characters", Industry Promotion Research, vol.10, no.1 pp.19-28. Available from: doi:10.21186/IPR.2025.10.1.019
You Jeong Nam, Kim, Seung In "A study of corporate image strategy using financial company characters: Focusing on high and low cognitive characters" Industry Promotion Research 10.1 pp.19-28 (2025) : 19.
You Jeong Nam, Kim, Seung In. A study of corporate image strategy using financial company characters: Focusing on high and low cognitive characters. 2025; 10(1), 19-28. Available from: doi:10.21186/IPR.2025.10.1.019
You Jeong Nam and Kim, Seung In. "A study of corporate image strategy using financial company characters: Focusing on high and low cognitive characters" Industry Promotion Research 10, no.1 (2025) : 19-28.doi: 10.21186/IPR.2025.10.1.019
You Jeong Nam; Kim, Seung In. A study of corporate image strategy using financial company characters: Focusing on high and low cognitive characters. Industry Promotion Research, 10(1), 19-28. doi: 10.21186/IPR.2025.10.1.019
You Jeong Nam; Kim, Seung In. A study of corporate image strategy using financial company characters: Focusing on high and low cognitive characters. Industry Promotion Research. 2025; 10(1) 19-28. doi: 10.21186/IPR.2025.10.1.019
You Jeong Nam, Kim, Seung In. A study of corporate image strategy using financial company characters: Focusing on high and low cognitive characters. 2025; 10(1), 19-28. Available from: doi:10.21186/IPR.2025.10.1.019
You Jeong Nam and Kim, Seung In. "A study of corporate image strategy using financial company characters: Focusing on high and low cognitive characters" Industry Promotion Research 10, no.1 (2025) : 19-28.doi: 10.21186/IPR.2025.10.1.019
