• Journal of Distribution Science
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• v.10 no.3
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• pp.43-50
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• 2012

This study sets out to examine how a brand image that matches the advertising model has a positive impact on brand attitude and price fairness perceptions. We reviewed the constructs on the basis of previous studies and each of the concepts has been redefined. One such concept, "image congruence," refers to the harmony, fitness, and matching quality of images. For example, how well celebrity advertising model is matches the brand image shows image congruence. Results are summarized as follows: First, the congruence of brand image and sports advertising model has no significant impact on brand attitude certainty and persistence. Second, the individual's brand attitude certainty and brand attitude persistence has a positive impact on the perceptions of price fairness. Third, the congruence of brand image and sports advertising model has a positive impact on the perceptions of price fairness. The first and the third results suggest that the positive impact on the price fairness perceptions is temporary but it has insignificant effects on the formation of brand attitude causing ongoing purchases. In other words, in order to influence consumers' long-term confidence on the brand, improving the quality of products or services has to precede promotional strategies such as advertising. When an advertising model is inappropriate for the brand image, consumers perceive product price changes as a negative issue in the short term. However, in the long term, attitude formation such as consumers' repurchase intentions and word of mouth will be not affected. The second result suggests that an already existing positive brand attitude can contribute more positively to change the perceptions of price fairness. In particular, attitude persistence has greater influence than attitude certainty on the price fairness. It suggests that persistence issues such as the trading period and the frequency of transactions must be managed and controlled because they are more important than the certainty issues such as strength of belief or trust. For example, when a commercial model for expensive sporting goods matches up with the brand image, consumer feels less pressure on the price changes. However, it does not determine the consumer's repeated purchases or sustainable transactions and it also has no absolute impact on the brand trust. In other words, consumer brand attitude should be recognized and approached as a routine strategy in view of the result that it is of great value as a causal variable in the process of consumer decision-making.

• Journal of the Korea Society of Computer and Information
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• v.16 no.2
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• pp.267-278
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• 2011

This study examines the relationship among stock options, pay equity, organizational commitment. Employees who received stock options tend to perceive their pay more equitable and the tendency shows a positive relationship among the amount of stock options and the equity perception. Also employees who received stock options perceive greater procedural equity, as they recognize stock options are awarded to many employees. However, the perception of stock options was not significantly associated with organizational commitment, turnover intention, and pay satisfaction. In 2003, the study surveyed 115 employees who received stock options in 10 publicly owned Korean firms that introduced stock option plans. The statistical analysis leads to the conclusions as follows. First, as the number of stock options increases, the receiver tends to perceive that pay system is more distributively equitable. Second, as the number of stock option receivers increases, the employees perceive the pay system more procedurally equitable. Third, stock option payments don't ensure that it improves pay satisfaction, turnover intention, and organizational commitment. This study shows a positive relationship that stock options work favorably in terms of pay equity, but the effect doesn't seem to be widely positive. The reason is that the introduction of stock options in domestic firms has been made only recently after the foreign exchange crisis in the late 1990s. More experiments and design issues should be discussed for the future.

• Journal of Distribution Research
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• v.13 no.1
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• pp.35-60
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• 2008

The objective of this research is to find out antecedents and consequences that would affect franchisee's fairness in a franchise system. The factors of antecedents include support, reward and communication, and those of consequences consist of commitment and profit. With a survey of the 120 stores of N franchise, the country's outstanding food service company, the results of structural equation model show that support and reward in its headquarters scheme had an effect on distributive fairness in franchisee's fairness sense, but did not influence procedural fairness. However, communication affected both distributive fairness and procedural fairness. On the other hand, distributive fairness and procedural fairness impacted relationship of a franchise system and commitment in variables. And only distributive fairness influenced profit.

• The Journal of the Korea Contents Association
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• v.19 no.12
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• pp.299-312
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• 2019

This study examined the effect of media and personal frames on readers' attitude towards newspaper articles and on their perceived fairness. Study 1 examined the frame effects with the issue of the Candlelit Protest in 2008 and Study 2 did with the issue of the Four Major Rivers Restoration Project. Results indicated that in both studies two frames had main effects on readers' attitude and yet their interaction was not significant. In both studies, effects of personal frame were partially significant on the perceived fairness of the article, but main effects of media frame and interaction effects between two frames were not significant. These findings demonstrated that readers' attitude towards newspaper articles and on their perceived fairness would be influenced by their headlines and their source along with their content.

• Proceedings of the Culinary Society of Korean Academy Conference
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• 2004.11a
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• pp.301-316
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• 2004

• Proceedings of the Culinary Society of Korean Academy Conference
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• 2005.04a
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• pp.109-117
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• 2005

• The Research Journal of the Costume Culture
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• v.15 no.6
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• pp.1023-1037
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• 2007

The focus of this study was on service recovery process of domestic internet fashion shopping mall, the purposes of this study were to extract perceived interaction effort and service justice with the recovery factors according to service failure by literature review, and to empirically examine the effect this variables on customer satisfaction with complaint handling and loyalty. The questionnaires was administered to 256 internet shopping mall customer, who has experiences of dissatisfaction and complaining behavior after buying fashion products. The data was analyzed by Cronbach's a, confirmatory factor analysis, correlation analysis, and structural equation modeling using LISREL 8.30 program. The results were as follows. First, perceived interaction partly affected serviced justice consumer. Interaction effort on the part of consumer negatively affected interactional justice, but didn't affected distributive justice and procedural justice. However interaction effort on the part of shopping mall positively affected all justice. Second, distributive, procedural and interactive justice positively affected customer satisfaction with complaint handling and loyalty. Finally, customer satisfaction with complaint handling positively affected customer loyalty. The implications of the research and directions for future researchers were discussed.

• Journal of Global Scholars of Marketing Science
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• v.12
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• pp.135-154
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• 2003

This study having purpose of promoting the convenience of medical service customer at medical service encounter have tried to know the influence of physical environment, perceived justice, and perceived waiting time to the intention of re-use of medical service through mediating variable such as service Quality evaluation and negative emotion. Particularly, this exploratory study have first tried to know what influence the physical environment and perceived justice have on negative emotion. Findings are; First, the physical environment affect positive influence to service Quality evaluation, and lower the negative emotion. Second, perceived justice have no influence to the service Quality evaluation and negative emotion. Third, the perceived waiting time lower the service Quality and increase the negative emotion. Fourth, the service Quality have positive influence to intention of re-use of medical service. However, the negative emotion have no influence to the intention of re-use of medical service. Therefore physical environment of medical service becomes more important and it is necessary to shorten the waiting time. In addition, even though negative emotion have no influence to the intention of re-use of medical service it is necessary to make the smallest of negative emotion. Because it is possible to separate once switching barner due to the medical service specificity is solved.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.14 no.11
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• pp.5541-5548
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• 2013

Any enterprises cannot be free from service failure because of service attribute. Thus, the effort to recover from service failure properly has an important meaning. This study emphasizes on the need of effort of service recovery and distinguishes the operant situation of service failure into severity and controllability. At this moment in time, this study wants to verify the role of the effect of justice awareness on trust and satisfaction and adjustment role of employees' authenticity. An object of his study was 206 people who complained about service and this study analyzed their questionnaires by using SPSS, AMOS. To sum up, First, this study result shows that the seriousness of service failure has a negative effect on justice and only controllability has a negative effect on justice. Second, this study result shows that justice awareness has a positive effect on trust and satisfaction and that recovered trust has a positive effect on satisfaction. Third, authenticity has regulation effect on the structural relationship of severity, controllability, trust and satisfaction. Based on such result, this study presented suggestive point and suggested future study.

• Journal of Distribution Research
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• v.11 no.2
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• pp.59-79
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• 2006

The purpose of this study is two folds; first. to identify the negative effect of customer dissatisfaction on trust and commitment. and second to examine the moderating effect of consumers' perceived equity created by various ways in which a company deals with his/her complaints. Our proposed model is empirically tested by a survey data collected from Internet shopping mall consumers who raised complaints. The simultaneous regression model is used to test the negative effect of customer dissatisfaction. To examine the moderating effect of equity, our study employs the group analysis of LISREL. The empirical result shows that customers' dissatisfaction. unless it is concerned with merchandise related dissatisfaction, influences on trust and commitment. Also, we find that consumers' perceived equity has a moderating effect on the relationship variables dissatisfaction and customer relationship variables including trust and commitment.