• Journal of Global Scholars of Marketing Science
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• v.13
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• pp.89-111
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• 2004

The authors address the effectiveness of the composite brand extension In the context of international brand alliance. In composite brand extension, four combinations of 4 domestic brands and one internationally well-known brand as header and modifier brands are used as the brand names for four experimental products. The results of analyses reveal that (1) degrees of brand attribute transferability between header and composite brands, and (2) the impact of header and modifier brands on a composite brand appear to be decreasing when the distance of product categories between header and modifier brands are farther. In addition, the authors demonstrate that the fitness between constituent brands and composite brands tends to have more influences on consumers' evaluation of a composite brand than does the complementarity when the distance of product categories between header and modifier brands are farther. Some implications and future research directions are also discussed.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.2
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• pp.247-258
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• 2008

The purposes of this study were to investigate influences of consumer's shopping value, brand alliances and apparel product involvement on purchasing behavior. The subjects of 172 hedonic shopping value and 208 utilitarian shopping value were chosen to participated for data collection. The data was analyzed by factor analysis, cluster analysis, and ANOVA. The main results of study were summarized as follows: 1. When an Internet Private Brand(PB) did not form brand alliance with a National brand(NB), utilitarian shopping value consumers did not differ in preference irrespective of whether product involvement was high or not. However, when the PB formed brand alliance with well-known NB, they showed higher preference for the high involvement apparel product than the low involvement product. 2. When an Internet PB did not form brand alliance with well-known NB, the utilitarian shopping value consumers' word-of-mouth intention did not differ between the high involvement apparel product and low involvement apparel product. 3. It was revealed that when an Internet PB did not form brand alliance, the utilitarian shopping value consumers showed higher intention to purchase than that of the low involvement product.

• The Inventors News
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• no.37
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• pp.3-4
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• 2005

대한민국 학생발명 전시회 통해 학생 발명품 선보여 - 발명진흥법 개정안, 상생의 법안으로 거듭난다 - NHN과 특허청, 특허 검색 서비스 제휴 - 간편해진 등록세, 수수료 납부로 민원 불편 해소 - `삼순이, 삼식이` 딴 상표 출원 늘어 - 노래방 관련 특허출원 활발 - 음식점 창업 성공에도 `특허 바람` - 한국특허정보원 창립 10주년 기념식 개최 - 반도체 설계 공모전 대상 훈격, `대통령상`으로 격상 - 특허청, 재난복구센터 개통으로 출원시스템 구축 완료

• Korea lubricating oil industries association bulletin
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• no.35
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• pp.18-22
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• 1989

윤활유는 전체 석유류 제품중에서 소비비중은 $2\~3$, 시장규모는 년간 약 3,500억원 수준이지만 산업기계의 보전기능과 함께 생산성 향상에 기여하고, 나아가 국가경제에 큰몫을 하게 되는 중요한 품목으로서 1일 약 8,800바렐을 사용하고 있다. 윤활유산업은 1960년대초에 태동하였으며, 우리의 토착기술이 아닌 외국의 제품상표(BRAND) 와 제휴한 생산형태로 성장하였다. 따라서 윤활유 핵심기술과는 무관한 기유와 첨가제의 배합이라는 단순공정의 업종형태이므로 대소업체가 쉽게 제조업에 참여 할 수 있어 시설과잉과 판매경쟁이 치열한 점이 특징이다. ''89. 하반기부터는 극동정유(주)가 윤활유공업협회에 가입하였고, 경인에너지(주)와 쌍용정유(주)가 제품시장에 참여하게 되므로서 윤활유업계는 정유 5사 모두가 동참하는 새로운 전기를 맞이하게 되었다. 여기에 윤활유산업의 발자취를 더듬어 보고 앞으로 업계가 나아갈 바 몇가지 과제를 알아보기로 하겠다.