• Journal of Global Scholars of Marketing Science
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• v.5
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• pp.145-170
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• 2000

브랜드는 단순히 출처를 표시하고 품질을 보증하며 나아가 광고선전을 담당하는 기능을 하는 도구가 아니라 이를 바탕으로 기업에게 가치를 제공하는 매우 중요한 자산으로 부각되고 있다. 기업은 마케팅 활동을 통해 브랜드 이미지를 개발하고 소비자의 태도를 변화시키며, 자사의 브랜드자산을 증가시켜 브랜드의 시장성과를 높일 수 있을 뿐만 아니라 시장에 대한 진입 장벽 효과를 갖게 하고, 브랜드 탄력성을 높이는 등 전략적 가치를 보장받을 수 있다. 이러한 이유로 기업에 있어서 새로운 마케팅 전략의 수단으로 브랜드의 중요성이 높아지고 있으며, 또한 자사의 기업가치를 증대시키기 위해서는 강력한 브랜드자산을 창출하는데 전력을 다해야 할 것이다. 이러한 브랜드자산을 강화하기 위한 수단으로서의 브랜드인지도, 브랜드충성도, 지각된 품질, 브랜드 연상, 광고효과의 역할은 현재와 같은 글로벌 경쟁 시장상황에서 매우 의미가 있다고 본다. 특히 인터넷의 등장으로 더욱 가속화되고 있는 정보화시대에 있어서 광고의 역할이 많은 비중을 차지할 것으로 보인다. 본 연구에서는 브랜드인지도, 브랜드충성도, 지각된 품질, 브랜드연상, 광고효과가 브랜드자산 강화에 어느 정도의 영향을 미치는가를 연구하고자 한다. 그리고, 국내 중형승용차 시장에서 선두를 달리고 있는 현대의 소나타 브랜드에 대한 소비자들의 의식을 설문조사를 통하여 브랜드자산을 강화시키는 요인에 대한 영향을 실증 분석하였다. 본 연구의 결과를 토대로 한 브랜드자산에 대한 마케팅에 있어서 전략적 시사점은 다음과 같다. 첫째, 기업들은 자사의 브랜드인지도를 높여서 소비자의 마음속에 자사의 브랜드가 장기간 기억될 수 있도록 브랜드인지도에 대한 전략적인 관리가 요망된다. 둘째, 소비자들이 자사의 브랜드가 경쟁브랜드보다 더 강력한 연상이 형성되도록 집중적인 마케팅 노력을 기울여야 할 것으로 보인다. 셋째, 제품품질을 향상시켜 소비자들의 지각된 품질수준을 높이는 노력이 요구된다. 넷째, 주로 단기간 작용하는 광고의 긍정적 효과를 위해서는 지속적인 광고의 실행이 요망된다. 끝으로, 분석결과에서도 알 수 있듯이 브랜드충성도가 브랜드자산 강화에 결정적인 영향을 미치기 때문에 마케팅관리자는 마케팅조사를 통해 브랜드충성도의 변화를 추적하고, 자사 제품에 대한 반복구매 및 브랜드태도의 측정을 함께 실시하여 더 높은 브랜드충성도를 소비자들이 가질 수 있도록 전략적인 방안을 강구하여야 할 것이다. 본 연구에서 나타난 결과를 요약하면 브랜드충성도가 가장 많은 영향을 미치는 것으로 나타났으며, 브랜드연상, 지각된 품질, 광고효과, 브랜드인지도 순으로 모두다 영향을 미치는 것으로 나타났다. 따라서 기업에서는 브랜드자산을 강화하기 위해서는 5가지 요인들에 대해 체계적이고 보다 세밀한 관리방안을 수립하여야 할 것으로 판단된다.

• Journal of the Korean Society of Clothing and Textiles
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• v.29 no.9_10 s.146
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• pp.1219-1229
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• 2005

The objectives of this study were to investigate the differences in clothing and body attitude according to demographic variables, and to examine how clothing and body attitude were influenced by social values and demographic variable of adolescents. The questions of 5-point Likert scale were used for the evaluation of clothing attitude, body attitude, and social values. Four dimensions of social values were derived by factor analysis: 'the sense of estrangement', 'the satisfaction with school life', 'materialism', and' the sense of community'. Subjects were 373 adolescent girls in Seoul(182 middle school students and 191 high school students). The data were analyzed by using factor analysis, t-test, one-way ANOVA, and multiple regression analysis. First, the conformity to entertainers' dresses was influenced by materialism and age(-). Clothing aesthetics was influenced by materialism and allowance, and fashion was influenced by materialism. Second, the interest of plastic surgery was influenced by materialism and allowance. The interest of weight was influenced by the sense of estrangement, school grade(-), the education level of mother, materialism, and the satisfaction with school life. The interest of makeup was influenced by allowance, school grade(-), and the education level of mother(-). Appearance satisfaction was influenced by the sense of estrangement(-) and the satisfaction with school life. The present result means that social values such as materialism and the sense of estrangement are significant variables to understand the appearance attitude of adolescents.

• Culinary science and hospitality research
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• v.18 no.3
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• pp.72-89
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• 2012

This study aims to understand the influence of consumption value perceived by resort customers upon customer satisfaction and behavioral intention. Based on total 324 customers obtained from the empirical research, this study reviewed reliability and fitness of the research model and verified total 4 hypotheses with AMOS program. The hypothesized relationships in the model were tested simultaneously by using a structural equation model(SEM). The proposed model provided an adequate fit to the data, ${\chi}^2$=467.489(p<.001), df=326, CMIN/DF=1.434, GFI=.911, AGFI=.889, NFI=.881, CFI=.960, RMSEA=.037. The model's fit, as indicated by these indexes, was deemed satisfactory, thus it provided a good basic for testing the hypothesized paths. The result showed that the functional value(${\beta}$ .233, p<.01), social value(${\beta}$ .125, p<.05), emotion value(${\beta}$ .310, p<.001), epistemic value(${\beta}$ .144, p<.05) had a positive significant influence on customer satisfaction. Also, customer satisfaction(${\beta}$ .225, p<.01) had a positive significant influence on behavioral intention. The moderating effects by gender and marital status were found not to exist. Limitations and future research directions are also discussed.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.19 no.6
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• pp.414-426
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• 2018

The purpose of this study is to conceptualize reading capital in the career context and to provide basic data for further study by exploring the components of reading capital. For this purpose, previous studies and literature were reviewed. In addition, we conducted big data analysis regarding 209 papers concerning various activities related to reading, and explored the components of reading capital. Through this study, reading capital can express personal, intangible ability such as literacy, experience, and attitude embodied through reading, and enable understanding persons, looking at the world positively, and creating personal, social and economic values. The components of reading capital are reading competency and humanistic knowledge; the former was conceptualized to be reading literacy, reading activity, reading attitude, reading ability, and the latter was conceptualized to be emotional intelligence, relationship, self-identity, creativity, adaptability, self-directedness and values. The definitions and components researched of the reading capital derived through this study are thought to be highly useful as basic data for the expansion of research between related studies.

• Communications of Mathematical Education
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• v.29 no.2
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• pp.215-239
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• 2015

A goal of this study is figuring out how fraction learning centered on various representation activities influences the fraction comprehension and mathematical attitudes. The study focused on 33 4th-grade students of B elementary school in Seoul. In the study, 15 fraction learning classes comprising enactive, iconic, and symbolic representations took place over 6 weeks. After the classes, the ratio of the students who achieved relational understanding increased and the students averagely recorded 90 pt or more on the fraction comprehension test I, II and III. Two-dependent samples t-test was conducted to analyze a significant difference in mathematical attitudes between pre-test and post-test. On the test result, there was the meaningful difference with 0.01 level of significance. To conclude, the fraction learning centered on various representation activities improves students' relational understanding and fraction understanding. In addition, the fraction learning centered on various representation activities gives positive influences on mathematical attitudes since it increases learning orientation, self-control, interests, value cognition, and self-confidence of the students and decreases fears of the students.

• Korean Business Review
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• v.6
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• pp.201-228
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• 1993

The objective of this research is to investigate the attetudes of religious groups(christian, buddhist, atheist) towards corporate social expenditures. Methodology was a questionnair survey. The data analysis was done by the Kruscal Wallis test and Wilcoxon signed ranks test. The results of this rssearch is that the difference of attitudes between christian group and other groups and between religious groups and atheist group on the social expenditures did not turn out to be statistically significant. The implication of this results is that the variables of religious groups can be ignored when we are going to study on the attitudes of values for the Korean people.

• 대한예방의학회:학술대회논문집
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• 1995.10a
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• pp.211-212
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• 1995

• Proceedings of the Korean Society of Grassland Science Conference
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• 2000.09a
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• pp.108.1-108
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• 2000

• Proceedings of the Korean Society of Crop Science Conference
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• 2022.04a
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• pp.77-77
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• 2022

• Annual Conference on Human and Language Technology
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• 2013.10a
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• pp.126-128
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• 2013

빅데이터(Big Data)는 현재 생산되고 있는 데이터 중 그 규모가 방대하고, 생성 주기가 짧으며, 수치 데이터 뿐 아니라 텍스트 이외의 멀티미디어 등 비정형화된 데이터를 포함하는 대규모 데이터를 말한다. 빅데이터를 처리하여 가치 있는 정보를 추출하는 방법에 관한 연구가 활발하게 진행되고 있으며, 이를 바탕으로 빅데이터가 다양한 분야에서 활용되고 있다. 현재 국내 주식시장에서도 빅데이터를 이용하여 기업의 투자에 활용하고 있다. 이 논문에서는 인터넷의 증권과 관련된 뉴스를 수집하여 수집된 뉴스와 주가 지수를 이용하여 기업 뉴스 평가 시스템을 개발하는 방법을 제안한다.