• Asia Marketing Journal
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• v.13 no.2
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• pp.71-97
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• 2011

Over the last twenty years, sponsorship has been used very widely as an important marketing tool that enhances corporate image. Since it has proven to be effective in creating positive perceptions of the company, many marketers have sponsored a variety of consumer-related activities. However, sponsorship has also been criticized as it can be related to ambush marketing and excessive commercialism which trigger negative consumer responses. Unlike the existing study on the sponsorship marketing, this study intends to investigate its negative effects. The study was conducted based on the persuasion knowledge model which was proposed by Fristed and Wright (1994) and investigated consumer responses to ulterior motive of sponsorship marketing. According to the persuasion knowledge model, consumers activate their persuasion knowledge to see the agent's commercial motive; there are several antecedents to the persuasion knowledge activation such as the source familiarity, the marketer's effort and the appropriateness of persuasion. Also, existing studies have pointed out the sponsor-event fit and the sponsor's integrity as crucial factors which influence consumer attitude. By taking a survey of people who watched the 2010 Guangzhou Asian Games, we tried to examine how the sponsor familiarity and the sponsor-event fit as pre-existing variables which have been formed based on the prior consumer knowledges/memories as well as the sponsor effort and the sponsor integrity as situational variables activated based on the specific persuasion episode influenced persuasion knowledge. We also tried to test the potential moderating role of sponsorship type (i.e., official sponsorship versus marketing focused) on the causal path from the persuasion knowledge and the consumer attitude from the perspective of the appropriateness of persuasion. The results show that the sponsor familiarity, the sponsor-event fit, and the marketer's effort have significant effects on the persuasion knowledge activation, and the sponsorship type has moderating role in the sponsorship effectiveness. The theoretical and practical implications of the results are discussed.

• Journal of Venture Innovation
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• v.5 no.1
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• pp.19-37
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• 2022

The purpose of this study was to find out what could be the cause of increasing the re-use intention for the continuous management of customers in terms of finding a strategic plan for the survival of Medium Sized Hospital To this end, a hypothesis for the direct effect verifying the structural relationship, a hypothesis for the mediating effect of attachment, and a hypothesis for the moderating effect on the hospital image were presented. The survey analysis results for customers who experienced the services of 5 Medium Sized Hospital in Gyeonggi-do were as follows. First, The results of analysis of the effect of Medium Sized Hospital customers' perceived value on reuse intention are as follows. all sub-factors of perceived value did not have a significant effect on reuse intention. This is significant in that it shows that the change occurred due to the involvement of attachment. Second, the results of examining the mediating effect of attachment in the relationship between the perceived value of small and medium hospital customers and their intention to reuse are as follows. Attachment to doctor's competency significantly mediated the relationship between quality value and reuse intention, emotional value and reuse intention, and social value and reuse intention. Significantly mediated the relationship between the provinces and the relationship between the price value and the intention to reuse. Third, hospital image significantly adjusted the relationship between quality value and medical technology competency. Based on the above results, it is necessary to establish a strategy of value perceived by customers as a strategy to increase the reuse intention of small and medium hospital customers. Therefore, the strategic goal setting of this value should be 'promoting attachment', and since the hospital image adjusts the perceived value and attachment of small and medium hospital customers, it is an image strategy that allows customers to appreciate their attachment to doctors and medical technology more highly. will have to establish.

• Journal of the Korean Society of Marine Environment & Safety
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• v.29 no.6
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• pp.587-597
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• 2023

We evaluated the eutrophication of Saemangeum Lake, which causes abnormal growth of algae, using the Carlson index. Eutrophication characteristics of Saemangeum Lake were analyzed. For the study, water quality surveys were conducted at 7 stations in Saemangeum Lake every month in 2021. The concentration of Chl.a was slightly higher in the Mankyeong water system in winter, and slightly higher in the Dongjin water system in spring and summer, but overall, except for some periods, the concentration was similar to or lower than the lake water quality environmental standard of class 3. COD showed water quality similar to or above the lake quality environmental standard of grade 4 in both the Mankyeong and Dongjin water systems in the summer and Autumn. TOC concentrations were within lake water quality standard 3 at all sites. Total phosphorus concentrations exceeded the lake water quality standard of Class 4 and were higher in January and August after rainfall. In the correlation analysis between water quality factors, the correlation of organic matter, total phosphorus, and total nitrogen to salinity was relatively high. This reflected the water quality characteristics of freshwater, brackish water, and seawater areas due to seawater inflow through the drainage gate and freshwater inflow through upstream rivers. According to the characteristics of eutrophication fluctuations in Saemangeum Lake by trophic state index, the indices of Chl.a, SD, and TN showed water quality in the early stage of eutrophication, while the TP index showed a severe eutrophication state. The magnitude of the eutrophication index among water quality components was TSI(TP) > TSI(TN) > TSI(SD) > TSI(CHL) in all water systems. Quadrant analysis of the deviation of TSI(CHL) from TSI(TP) and TSI(SD) on a two-dimensional plane showed that there was no limiting effect of total phosphorus on algal growth in all water systems. In addition, the factors af ecting light attenuation appeared to be dominated by small particulate matter from outside sources.

• Journal of Public Diplomacy
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• v.3 no.1
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• pp.1-19
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• 2023

Objectives: This study aims to discover how the spread of K-POP and the diversification of the Korean Wave affects Korea's national reputation. K-POP stars are diversifying their interactions with fandom by creating an online space to consume various products and services related to their stars and engage in fan activities. Because of this, this study aims to examine the relevance of K-POP to national reputation through a parasocial relationship with K-POP stars by fandom forming a community and utilizing media. Methods: An online survey was conducted in English using the Amazon survey company Mechanical Turk for BTS fans living in the United States. A total of 195 people's data, excluding incomplete responses, were used for the analysis. Results: It was found that BTS fans' social media participation activities themselves did not directly affect Korea's national reputation. But the mediating effect of BTS fans' parasocial relationship was found. That is, BTS fans' social media participation activities had a positive effect on their parasocial relationships with BTS which in turn had a positive effect on their national reputation. Conlusions: The use and participation of BTS fans in social media in Korea's national reputation has no significant effect on itself, but it has been found that it affects the national reputation through forming parasocial relationships. From the study results, the parasocial relationship of K-POP fans can be used as a strategic mechanism to enhance the national image and Korea's national reputation.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.18 no.2
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• pp.1-20
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• 2023

The purpose of this study is to identify the unique entrepreneurial behavioral attributes of social enterprises that are distinct from for-profit enterprises at the organizational level, derive a social entrepreneurship model that reflects the unique characteristics of social enterprises as strategic decision-making and organizational behavioral tendencies. In order to effectively achieve the purpose of this study, previous studies were reviewed, and qualitative studies were conducted using the grounded theory method based on this. In this study, social entrepreneurship was identified as five sub-factors through a series of analysis processes, and 'Social value orientation; Innovativeness; Pro-activeness; Risk taking; Cooperation orientation' was newly proposed. It also proposed a new social entrepreneurship framework that integrates and explains the multidimensional model of social entrepreneurship by reviewing and connecting the relationships between each sub-factor of the research model. The 'social entrepreneurship framework' classified the social entrepreneurship model into 'pro-social motivation', 'pro-social behavior', and 'entrepreneurial behavior' attributes and explained them by linking them with each sub-factor that constitutes social entrepreneurship. The most remarkable difference between this study and previous studies is that it identified and added 'Cooperation orientation' as a sub-factor constituting social entrepreneurship from the organizational-level behavioral point of view. Through this study, 'Cooperation orientation' was identified as a major behavioral tendency for social enterprises to materialize pro-social motivation, strengthen the economic foundation of business activities, and improve the efficiency of business operations. 'Cooperation orientation' is a major behavioral tendency that strengthens the legitimacy of business activities between pro-social motivation and profit-seeking of social enterprises, improves the performance of social value creation activities, and overcomes the difficulties of resource constraints through cooperation with the outside and improves operational efficiency. In addition, it was confirmed that 'Cooperation orientation' is a major behavioral tendency of social enterprises that is manifested simultaneously in social value-oriented activities and entrepreneurial activities pursuing profit. The 'Cooperation orientation' newly identified in the study supplements the previous research, increases the explanatory power of the theory of social entrepreneurship, and provides the basis for theoretical expansion to subsequent researchers.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.18 no.3
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• pp.61-79
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• 2023

This study is a case study of overseas banana farms as a global agricultural startup that has hardly been attempted so far in terms of paradigm shift in the industry, beyond regional limitations. It was researched for the purpose of revealing the success factors of 'global agricultural startup' in terms of business process, entrepreneurship, and management dimensions learned through direct participation and observation at the local level. In order to study global agricultural startups, this study also conducted a comparative analysis of global startups (global startups) and global agricultural startups(global agricultural startups). In fact, the analysis consists of 'definition', 'components', and 'success factors', and we want to confirm the difference between the two concepts that can be distinguished. The case analysis tried to maximize the advantages of 'participatory action research' by directly observing and experiencing banana farms. In the case of banana farm cases, by dividing them into preparation process for farm development and farm development and management process, various variables considered in farm management were explained through the whole process of farm management. Through the process of overcoming and responding to specific failure cases, we tried to secure the reliability and validity of the research, and the case studies related to entrepreneurship, management, and organization analyzed by applying them by subdividing them into theoretical areas belonging to components and management that were theorized in existing preceding studies. This study is almost the first study on the process of creating a local entry business by directly moving the head office overseas rather than entering overseas agriculture as a subsidiary, joint venture or overseas corporation. In particular, it is a unique case that corresponds to agriculture in terms of region(Africa), scale(startup), and industry that have not been introduced so far as a global agricultural startup. In terms of entrepreneurship, it also concretely exemplified how entrepreneurship components such as innovativeness, risk-taking propensity, proactiveness, vision sharing, social contribution, leadership, etc., which have not been attempted so far in agricultural cases, are manifested and effective. The management and cultural aspects also went beyond the argument that only cultural aspects are important in overseas business, and also confirmed individual failure cases and their responses in recruitment, job, wage, retirement, development, organizational structure management, etc. As a result, there is significance and implications of this study in that it provides theoretical confirmation as well as practical and responsive basis for 'entrepreneurship', 'farming management', and 'management' aspects in overseas agricultural startup business operation.

• Journal of the Korean Society of Radiology
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• v.18 no.1
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• pp.45-52
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• 2024

In this study, an AI-based algorithm was developed to prevent image quality deterioration and reading errors due to patient movement in PET/CT examinations that use radioisotopes in medical institutions to test cancer and other diseases. Using the Mothion Free software developed using, we checked the degree of correction of movement due to breathing, evaluated its usefulness, and conducted a study for clinical application. The experimental method was to use an RPM Phantom to inject the radioisotope 18F-FDG into a vacuum vial and a sphere of a NEMA IEC body Phantom of different sizes, and to produce images by directing the movement of the radioisotope into a moving lesion during respiration. The vacuum vial had different degrees of movement at different positions, and the spheres of the NEMA IEC body Phantom of different sizes produced different sizes of lesions. Through the acquired images, the lesion volume, maximum SUV, and average SUV were each measured to quantitatively evaluate the degree of motion correction by Motion Free. The average SUV of vacuum vial A, with a large degree of movement, was reduced by 23.36 %, and the error rate of vacuum vial B, with a small degree of movement, was reduced by 29.3 %. The average SUV error rate at the sphere 37mm and 22mm of the NEMA IEC body Phantom was reduced by 29.3 % and 26.51 %, respectively. The average error rate of the four measurements from which the error rate was calculated decreased by 30.03 %, indicating a more accurate average SUV value. In this study, only two-dimensional movements could be produced, so in order to obtain more accurate data, a Phantom that can embody the actual breathing movement of the human body was used, and if the diversity of the range of movement was configured, a more accurate evaluation of usability could be made.

• The Journal of the Acoustical Society of Korea
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• v.26 no.7
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• pp.343-352
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• 2007

The present study aims to investigate the design standard for acoustic criteria of Korean traditional music which could be used for the design of Korean traditional music halls. In order to do this, subjective listening tests were undertaken to musicians using auralized sounds which were convolved with the impulse response of traditional instruments recorded in an anechoic chamber. 94 pairs of sound were made which have different value of acoustic parameters including RT, BR, Brilliance, G, C80, ITDG, IACC. A paired comparison method(PCM) was used to analyze the results from the subjective listening tests. The results show that the preference of acoustic criteria for the Korean traditional music is far different from those of western music. As a result, specific range of acoustic criteria were suggested for the appropriate acoustic conditions of Korean traditional music. Also, a guideline of the acoustic design of halls for performing the Korean traditional music was suggested which could be used as a basic reference in the future works.

• Journal of Korean Tunnelling and Underground Space Association
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• v.26 no.1
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• pp.59-78
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• 2024

In tunnel construction, the stability is evaluated by the settlement of adjacent structures and ground, but the shear strain of the ground is the main factor that determines the failure mechanism of the ground due to the tunnel excavation and the change of the operating load, and can be used to review the stability of the tunnel excavation and to calculate the reinforcement area. In this study, a twin tunnel excavation was simulated on a soft ground in an urban area through a laboratory model test to analyze the behavior of the twin tunnel excavation on the adjacent pile grouped foundation and adjacent ground. Both the displacement and the shear strain of ground were obtained using a close-range photogrammetry during laboratory model test. In addition, two-dimensional finite element numerical analysis was performed based on the model test. The results of a back-analysis showed that the maximum shear strain rate tends to decrease as the horizontal distance between the pillars of the twin tunnel and the vertical distance between the toe of the pile group and the crown of the tunnel were decreased. The impact of the second tunnel on the first tunnel and pile group was decreased as the horizontal distance between the pillars of the twin tunnel was increased. In addition, the vertical distance between the toe of the pile group and the crown of the tunnel had a relatively greater impact on the shear strain results than the horizontal distance of the pillars between the twin tunnels. According to the results of the close-range photogrammetry and numerical analysis, the settlement of adjacent pile group and adjacent ground was measured within the design criteria, but the shear strain of the ground was judged to be outside the range of small strain in all cases and required reinforcement.

• The Korean Journal of Archival Studies
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• no.79
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• pp.121-168
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• 2024

Record & archives management is at the heart of archival science. We must be faithful to record & archives management. However, isn't there a paradox that arises the more faithful we are to record & archives management? The paradox is that 'being a responsible manager and efficiently managing records' is rather reduces the interest in the social existence of humans who create and use such records. Why do humans produce and use records? It may be because human beings have been living with the concept of records. The concept is 'the same as the design of thoughts'. There is no need to doubt this direction because as record & archives management develops, more valuable records are preserved more systematically, and they are been served with wider scope and appropriateness. However, if we observe this situation from a human point of view rather than record & archives management, we find that humans appearing in record & archives management are limited to the object of using records. If humans are perceived differently based on the hypothesis of reviewing from the ground up, we can encounter a unique context about the relationship between humans and records or between records and humans. If it reaches the norm that human beings have dignity that cannot be transferred to anyone, have the right to pursue happiness, and must live by enjoying freedom, equality, and social basic rights, in short, if human beings are recognized from a constitutional point of view, we can newly recognize the social role and direction of records. The constitution and international human rights norms document basic human rights as the final norm and clarify that it is the duty of the state to guarantee and practice them. The social role of records from a constitutional point of view is the practice of records that proliferate basic human rights. The practice of archiving, which multiplies basic human rights, may also be a civic consciousness required of experts, but on the other hand, it can be a professional way for archival studies. If record management is a two-lane round trip, it can be said that the interaction between record management and record practice, which multiplies basic human rights, is a pioneering four-lane round trip. This article examines the practice of archiving, which has been developed in and out of record & archives management, by clearly grasping the constitutional perspective from the perspective of archival studies, and examines the social role of archival studies in this context. The social role of archival studies is to provide new linguistic rules for archiving.