Aging is a global phenomenon for many countries and Korea is not an exception. After becoming an aging society in 2000, Korea turned an aged country in 2017 by having 14.3% of its population with older than 65 years old. It is expected to become a super-aged society by 2025 (Statistics Korea...

This study examines the effects of congruity between a parent brand and its extensions with consumers' brand extension evaluations. Two alternative predictions on brand extension evaluations, the fit hypothesis and an inverted U-shaped hypothesis based on Mandler's model, (1982) are contrasted....

Marketing concept represents the idea that the purpose of marketing is to help an organization meet its objectives (Darroach et al. 2004). Market orientation has been suggested as a means to implement the marketing concept (Koli and Jaworski (1990). Reflecting the key concepts of marketing at...