• Journal of Fashion Business
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• 제15권4호
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• pp.16-27
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• 2011

Consumers fill up not only their needs but also their own identity through apparel product and company. From this point of view, Brand personality is essential to convey customer's personality through advertizing influencing on buying behavior. This study investigates how personality factors of brand and advertising model and personality congruence influenced upon brand equity in casual apparel brands. The research methodology was questionnaire distributed to individuals who used to buy casual apparel brand. A total of 58 returned questionnaires were analyzed by internal validity, factor analysis and regression analysis with SPSS 12.0. The results of this study are as follows: in casual apparel brands, personality factors of brand and advertising model influence on personality congruence. Personality congruence influences on brand recognition and brand loyalty among brand equity.

• Journal of Korea Technology Innovation Society
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• 제9권2호
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• pp.325-349
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• 2006

This paper focuses to identify and analyze the influence of product/market characteristics on the performance of new ventures. An empirical result points that some factors playa role. High channel dependence and made-ta-order supply have negative impact on venture performance, while high service requirements have a positive influence. Summing up the findings of this study, we suggested the implications for defining the battle-grounds where new ventures have a better chance.

• Journal of Internet Computing and Services
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• 제15권4호
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• pp.91-102
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• 2014

The purpose of this research is to perform the consumer typological study of integrated emerging digital advertisement, where IT and advertisement industry were fused, and to propose the theoretical definition about consumer characteristic which is in need for collection of related market subdivision strategy in perspective of business marketing. For this, the Q methodology, the 'subjectivity' research of qualitative perspective, which discovers new theory by interpreting subjective system of thinking, preference, opinion, and recognition of inner side of respondents, was applied and analyzed. Compared to previous quantitative research that pursues hypothesis verification, this Q methodology is not dependent on operational definition proposed by researcher but pursues for analytic study completely reflecting objective testimony of respondents. For this reason, Q study analyzes in-depth the actual consumer type, which can be found at the initial market formation stage of new service, therefore this study is applicable for theorizing the consumer character as a mean of advanced research. This study extracted thirty 'IT integrated digital advertisement type (Q sample)' from thorough literature research and interviews, and eventually discovered a total four consumer types from analyzing each Q sorting research data of 40 respondents (P sample). Moreover, by interpreting subdivided intrinsic characteristic of each group, the four types were named as 'multi-channel digital advertisement pursuit type', 'emotional advertisement pursuit type', 'new media advertisement pursuit type', and Web 2.0 advertisement pursuit type'. The analysis result of this study is being expected for its value of usage as advanced research of academic and industrial research with the emerging digital advertisement industry as a subject, and as basic research in the field of R&D, Marketing program and the field of designing the advertisement creative strategy and related policy.

• Proceedings of the Costume Culture Conference
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• 복식문화학회 2004년도 정기총회 및 춘계학술대회
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• pp.78-80
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• 2004

현대사회는 새로운 문화가 끊임없이 생성되고 사라지는 현상이 반복되는 가운데 다양한 문화가 동시에 공존하고 있으며 서로의 문화를 존중하고 인정하면서 각자의 문화를 발전시켜가고 있다. 이러한 사회적 분위기에서 남성들의 문화도 과거와는 다른 양상을 보여 사회적 활동 외에 다양한 문화적 활동에 적극적으로 참여하고 있다. 특히, 최근에는 과거에 여성의 전유물이라고 여겨져 왔던 패션이나 외모, 피부관리, 화장 등에 대한 남성들의 관심이 증가하고 있으며 이러한 현상에 대한 사회적 인식 또한 달라지고 있다. (중략)

• Journal of Broadcast Engineering
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• 제15권5호
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• pp.632-641
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• 2010

This paper shows the research about the personalized broadcasting system. The personalized broadcasting is the service that users only show the programs which they want to watch when they want to watch these. The purpose of the bi-directional broadcasting service is supporting more satisfied and more personalized services by permitting the bi-directional data transformation. This research also develops the user profiling system for the bi-directional and personalized broadcasting service. This system applied the TV-Anytime metadata specifications which is the standard for the personalized broadcasting services, the system supports the various functions for the bi-directionl and personalized broadcasting such as the user profiling, contents metadata and targeting advertisement services. The bi-directional and personalized broadcasting system increases the users' satisfaction with the recommendation and management of the personally favorite broadcasting contents and advertisements, the trial run results show that the services raise the users' satisfaction with the intelligent and discriminating broadcasting services.

• Journal of Advanced Technology Convergence
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• 1권1호
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• pp.25-31
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• 2022

This study is a descriptive survey study conducted with the aim of analyzing differences in consumption patterns according to the personality types of the Enneagram and providing basic data that can be used for advertising and branding based on it. 43 people who explained the purpose of the study and agreed to participate were conveniently recruited. The research tools were investigated online with the type of personality of the Enneagram of Joo (2003) and the consumption pattern of Jeon (2013). The data analysis utilizes statistical methods such as descriptive statistics, frequency analysis, and one-way ANOVA in the IBM SPSS Statistics 23 program. For consumption patterns 1, 2, 3, and 6, there were statistically significant differences between personality types 1, 2, 3, 5, 7, and 9 (p<.050). Through this study, it was confirmed that consumption patterns vary depending on the type of personality of the Enneagram. The results of this study are expected to provide basic data in establishing effective strategies for branding and advertising of the design that consumers want.

• Journal of the Korean Society of Fashion and Beauty
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• 제3권1호
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• pp.39-49
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• 2005

The purpose of this study is to analyze the consumption value and characteristic of content in cosmetics & perfume advertisement in men's fashion magazines in order to understand the changes of men's cosmetics market which is recently getting great attention along with the craze for 'florally handsome men', and 'eolzzang'(=gorgeous face), and examine the changes of the culture of men's make-up. I selected Esquire which had firstly produced men's fashion magazine in Korea, and implemented the content analysis, the quantitative analysis method, by separating linguistic elements ken visual elements. The results are as follows: In the analysis of consumption value revealed in the linguistic elements of cosmetics advertisement, emotion value was the highest in both cosmetics and perfume, while function value was the second highest in cosmetics and rarity value was the second highest in perfume. About the changes of content characteristics of visual elements, in both cosmetics and perfume advertisement, there were a lot of visual advertisements focused on figures without the mixture of linguistic expressions. Between advertisement in 1990s and that in 2000s, there were meaningful differences only in types and object of meaning of used symbols.

• Korean Institute of Interior Design Journal
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• 제15권5호
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• pp.298-305
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• 2006

The purpose of this study is to figure out the profiles of eco-friendly finishing materials and intoner products through content analysis on the advertisements of three domestic interior design magazines, which have been published for 4 years since 2002. The amount of advertisements has been continuously increasing due to the public concerns on well-being. Finishing material types absolutely took the greatest proportion (92.8%), while products such as furniture and household equipments were only 7.2% among the advertisements. Charcoal, natural jade, yellow soil and nano-silver were the frequently mentioned health-related components in the finishing material. Only 35.7% of the finishing materials hold certification on indoor air quality. Among the interior products, phytonchid in air cleaner was the only advertised component related to health. In conclusion, controlling pollutants of indoor air quality, such as HCHO, VOC, seems to be the big issue in both materials and products due to the concern of Sick Building Syndrome. However, more scientific and objective guidelines are necessary for consumers to live in healthy interior environment.

• The Research Journal of the Costume Culture
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• 제14권2호
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• pp.234-246
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• 2006

As social recognition about men changes and men's concern about appearance increases, so in the social phenomenon of men's toiletries' diversification, ramification and specialization, the aim of this study is to analyze meaning of men's toiletries centered on men's toiletries advertisement published on men's fashion magazines which can be said to speak for men's culture. After collecting of 209 kinds of men's toiletries advertisements published in 'Esquire' and based on contents analysis results divided into domestic & foreign toiletries and perfumery, the symbolic analysis result with selection of representative advertisement in each field separately is that there are more cases of giving salience to a product through image expression rather than emphasizing product's function only, and the emphasis of image only achieves eminence in case of perfumery. At the comparison of domestic with foreign toiletries, in case of domestic toiletries, there are more cases of expressing meaning of toiletries through model image or backgrounds, while in case of foreign toiletries, there are more cases of expressing of function or effect of product through general image itself.

• The Research Journal of the Costume Culture
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• 제12권5호
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• pp.819-831
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• 2004

Under the social conditions that an understanding of a men change socially and men's interests in their appearances are on the increase, this research intends to study and analyze the changes of people's sensibility of values on ads for men's cosmetics, which is said to be performed the social, cultural function reflecting the social consciousness, the value and the idea creating a new one. The documents for the research was sindonga. The ad showed that they've changed making a difference according to the times. In 1970s, it expressed a man for cleanness and modernity living in urbanized and modernized society. On the other hand, it expressed a man who won success socially and enjoyed a comfortable life in a dignified manner, or a man who was fond of sports leisure activity pursuing a clam and composed life and was interested in the skin and an appearance in 1980s. From 1990 to 2002, it expressed a man of challengeable manly beauty having a strong will toward social achievement, or a man who has a sweet manly beauty with sex appeal to a woman. Besides, it expressed a man who is soft, faithful and affectionate with a liberal and peaceful atmosphere as well.