• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.7 no.4
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• pp.33-40
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• 2012

The major purpose of this study is to examine the moderating role of affect intensity, an important individual difference variable, upon affect formation based upon PAD framework from the experience of some dimensions of tavel aency or company. Research findings from the analysis of empirical data are as follow. First of all, four factors of customer's experience of travel agency(Resposiveness; Courtesy; Competency; Differentiation) are related to three affect represented by PAD framework(Pleasure; Arousal; Dominance). Moreover factors of experiences have differential influence upon formation of affective responses. Secondly, customers' Affect Intensity has moderating effects upon the formation of affects by the experience from dimensions of travel agency. The third finding is that the affect induced by travel agency has differential influence upon the formation of attitude toward travel agency and the formation of intention of repurchase of the travel service from that agency.

• Journal of the Korean Home Economics Association
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• v.43 no.6 s.208
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• pp.37-46
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• 2005

Advertising is the most powerful marketing communication tool. Fashion magazines are a popular media for fashion advertising because of their multi-color visual printing. In this study, the interest in and attitude toward fashion advertising were investigated with high school girls in Seoul, along with their interrelation with buying experience and post-purchase satisfaction. The consciousness of the endorser and the fashion of celebrities both increased with rising interest in fashion advertisement. However, the brand orientation showed no relationship with the interest in fashion advertisement. The interest in fashion advertisement was useful to explain buying experience with limited variance. The correlation between brand orientation and buying experience increased with rising interest in fashion advertisement, indicating that those with little interest in fashion advertisement showed strong dependence on brand loyalty. Those with more interest in fashion advertisement counted distinctive aspects of fashion advertisement more seriously. Affective aspects of fashion advertisement showed a correlation with buying experience and post-purchase satisfaction.

• Journal of Distribution Science
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• v.17 no.1
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• pp.57-72
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• 2019

Purpose - Current study aimed at investigating customer experience types (gain vs. loss avoidance performance experience and hedonic vs. reliability imagery experience) and their influences on satisfaction and positive emotion as antecedents of customer engagement. It also explored moderation role of regulatory focus in the influence of each experience type on satisfaction and positive emotion. Research design, data, and methodology - 416 Vietnamese local tourists were selected to test hypotheses by structural equation model in AMOS 21.0. Results - First, customers actually achieving gain or avoiding loss are more satisfied. Second, customers with hedonic and reliability imagery experience feel more positive emotion. Third, both positive emotion and satisfaction have positive influences on customer engagement. Last, regulatory focus moderates the positive effects of either gain or loss avoidance performance experience on satisfaction and also moderates the positive effects of either hedonic or reliability imagery experience on positive emotion. Conclusions - Focusing on both cognitive satisfaction and affective emotion resulted from experience, this study could advance customer engagement theory. Managerially, brand managers should induce gain performance and hedonic imagery experience (loss avoidance performance and reliability imagery experience) from promotion (prevention)-focused customers to enhance their engagement.

• Journal of Distribution Science
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• v.18 no.10
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• pp.5-14
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• 2020

Purpose: Early morning delivery markets have grown exponentially in the last few years. This study aims to verify the effects of brand experience factors and brand personality factors of Market Kurly, a representative early morning delivery brand, on brand attachment and brand loyalty. Research design, data, and methodology: For this purpose, 204 ordinary people in their 20s and 40s who have experience in using Market Kurly were surveyed. 7 hypotheses were verified by using hierarchical regression analysis. Results: Affective experience, intellectual experience, and behavioral experience among brand experience factors had a positive effect on brand attachment. Also, brand personality-self-image congruence and brand personality-human brand congruence as brand personality factors had a positive effect on brand attachment. The brand attachment was identified as an important preceding factor to explain the brand loyalty of Market Kurly. Conclusions: When applying brand experience factors to the early morning delivery service context, each brand experience factor affected brand attachment and brand loyalty. The scope of research on brand personality-self-image congruence was expanded in that it considered both brand personality-human brand congruence and brand personality-self-image congruence. This study provides academic and practical implications by revealing that brand experience factors and brand personality factors can positively affect brand attachment and brand loyalty.

• Survey Research
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• v.13 no.1
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• pp.89-112
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• 2012

This study aims to explore emotional closeness between grandparents and grandchildren in Korean families with a focus on the lineage. The effects of the geographical proximity and the normative aspect as well as intergenerational financial, instrumental, and emotional supports were taken into consideration to accounting for the grandparent-grandchildren affective solidarity. Research questions are addressed using the data of "Survey on Generational Solidarity and Differences in Cultural Experience and Perception in Korea", and a series of multinomial regression model were conducted. Findings indicate that the salient factor to boost grandchildren's affective solidarity with paternal grandparents is financial transfers between grandparents and parents. By contrast, all types of intergenerational supports affected grandchildren's emotional closeness toward maternal grandparents. Geographical proximity was associated with the affective solidarity between grandchildren and maternal grandparents. The effects of normative solidarity were not shown at both lineages.

• Asia Marketing Journal
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• v.12 no.2
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• pp.53-81
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• 2010

Brand experience has received much attention from considerable marketing research. When consumers consume and use brands, they are exposed to various specific brand-related stimuli. These brand-related stimuli include brand identity and brand communications(e.g., colors, shapes, designs, slogans, mascots, brand characters) components. Brakus, Schmitt, and Zarantonello(2009) conceptualized brand experience as subjective and internal consumer responses evoked by brand-related stimuli. They demonstrated that brand experience can be broken down into four dimensions(sensory, affective, intellectual, and behavioral). Because experiences result from stimulations and lead to pleasurable outcomes, we expect consumers to want to repeat theses experiences. That is, brand experiences, stored in consumer memory, should affect brand loyalty. Consumers with positive experiences should be more likely to buy a brand again and less likely to buy an alternative brand(Fournier 1998; Oliver 1997). Brand attachment, one of dimensions of the consumer-brand relationship, is defined as an emotional bond to the specific brand(Thomson, MacInnis, and Park 2005). Brand attachment is target-specific bond between the consumer and the specific brand. Thus, strong attachment is attended by a rich set of schema that link the brand to the consumer. Previous researches propose that brand attachments should affect consumers' commitment to the brand. Brand experience differs from affective construct such as brand attachment. Brand attachment is based on interaction between a consumer and the brand. In contrast, brand experience occurs whenever there is a direct and indirect interaction with the brand. Furthermore, brand experience is not an emotional relationship concept. Brakus et al.(2009) suggest that brand experience may result in brand attachment. This study aims to distinguish brand experience dimensions and investigate the effects of brand experience on brand attachment and brand commitment. We test research problems with data from 265 customers having brand experiences in various product categories by using multiple regression and structural equation model. The empirical results can be summarized as follows. First, the paths from affective, behavior, and intellectual experience to the brand attachment were found to be positively significant whereas the effect of sensory experience to brand attachment was not supported. In the consumer literature, sensory experiences for consumers are often equated with aesthetic pleasure. Over time, these pleasure experiences can affect consumer satisfaction. However, sensory pleasures are not linked to attachment such as consumers' strong emotional bond(i.e., hot affect). These empirical results confirms the results of previous studies. Second, brand attachment including passion and connection influences brand commitment positively but affection does not influence brand commitment. In marketing context, consumers with brand attachment have intention to have a willingness to stay with the relationship. The results also imply that consumers' emotional attachment is characterized by a set of brand experience dimensions and consumers who are emotionally attached to the brand are committed. The findings of this research contribute to develop differences between brand experience and brand attachment and to provide practical implications on the brand experience management. Recently, many brand managers have focused on short-term view. According to this study, we suggest that effective brand experience management requires taking a long-term view of marketing decisions.

• The Mathematical Education
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• v.61 no.2
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• pp.239-256
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• 2022

This study was to investigate the perception, performance, and difficulties of process-based assessment for high school mathematics teachers. As a qualitative case study, two in-depth group interviews were conducted with 6 high school mathematics teachers working in Incheon area. The two groups were one with more experience in process-based assessment and the other with less experience. As results, there were differences between the participant teachers' perception of process-based assessment and their actual performance depending on the experience. All six math teachers thought that the process-based assessment was intended to confirm the learner's characteristics, to evaluate the process, and to provide feedback on a regular basis immediately and individually. However, in the practical performance shared by teachers, the purpose of assessment was to create a school record. A group with a lot of experience prepared assessment criteria according to the national curriculum achievement standards, established affective assessment plans, and tried to provide individual feedback on a regular basis. On the other hand, the inexperienced group recorded the affective characteristics discovered by chance and provided temporary and large-scale feedback regardless of the achievement criteria. Finally, we suggested some implications based on the study results.

• Journal of the Korean Dietetic Association
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• v.23 no.4
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• pp.431-452
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• 2017

This study was conducted to investigate the effect dietitians' perceived organizational culture has on organizational commitment at hospital foodservices. A total of 382 dietitians working at general hospitals with 500 beds or more participated in the survey from January 16 to February 8, 2017. The result of perceived organizational culture showed hierarchical culture, rational culture, development culture, and group culture scored to be 5.29, 5.25, 5.15, and 4.97 out of 7, respectively. Differences in the perception of organizational culture and organizational commitment were observed according to the general demographics of subjects, but no significant differences were shown according to the general characteristics of hospitals. For organizational commitment perception, affective commitment (5.14), normative commitment (4.41), and continuance commitment (4.21) were identified. There were differences according to age, work experience at the present job, position, and education level by type of organizational culture. In terms of organizational commitment, there were significant differences in age, work experience at the present job, employment status, and possession of clinical dietitian certificate, position by type of commitment. A positive correlation between dietitians' perceived organizational culture and organizational commitment such as overall organizational commitment, affective commitment, and normative commitment was observed (P<0.01). Group culture, development culture, and hierarchical culture positively affected overall organizational commitment (P<0.001). Development culture, group culture, and hierarchical culture had positive effects on affective commitment, whereas rational culture had a negative influence. Development culture (P<0.05), group culture (P<0.001), and hierarchical culture (P<0.01) positively influenced normative commitment. Results suggest that it is necessary to develop plans for the improvement of rational culture, group culture, and development culture at hospital foodservice organizations.

• Asia Marketing Journal
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• v.10 no.1
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• pp.95-131
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• 2008

This study serves the main research purpose of verifying the hypothetical relationship between antecedent and consequence variables of shopping experience based on the classification system by Schmitt (1999) who dimensionalized experience into five components (sense, feel, think, act, relate). Specifically, the study seeks to fulfill the following three research objectives. First, it substantiates dynamic relationships among the five experiential components comprising the strategic experiential modules that serve as the basis of the theoretical framework of the study. Especially, it focuses on interactive relationships among the experiential components by taking a holistic view of the experience. Second, the study seeks to uncover the effects of pre-experiential antecedents such as shopping motivation and shopping involvement, based on taxonomy of motivation as product-centered vs. experience-centered. Third, the study investigates the effects of shopping experience on intention to revisit with regard to department store, discount store, and Internet shops, based on customers' store experiences. The major findings from this study are as follows: first, the five experiential components were found to have a high level of correlations according to hypothesis verification. Second, shopping motivation was learned to have significant effects on preference toward thinking as well as feeling experiences. That is, product-centered (vs. experience-centered) shopping motivation exerted a greater influence on cognitive (vs. affective experience than affective (vs. cognitive) experience.

• English Language & Literature Teaching
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• v.9 no.2
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• pp.263-291
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• 2003

This paper is to help the students in elementary schools develop and improve their English listening and speaking skills by presenting effective teaching and learning techniques using puppetry. It is absolutely obvious that listening and speaking are very important skills for most EFL students. Using puppets in the classroom is a creative English teaching technique which can involve authentic, communicative language situations. Moreover, puppets appeal to children and can aid in lowering affective filters thereby creating a more comfortable learning environment. The study clearly showed that using puppets is feasible and enjoyable in elementary English classes. However, caution must be exercised in drawing and generalizing conclusions from this experience. The results of the experiment are as follows: First, using puppetry in the English class was found to have positive influence on students' affective domains (interst, attitude). Second, using puppets in the English classes was found to be efficient for improving students' English listening and speaking skills. Third, appropriate materials should be selected and well thought-out plans should be made to be successful English class using puppetry. Perhaps the most interesting line of future research is to use qualitative research to examine the effect of this technique on the teacher variable. Further research is recommended, especially on using puppetry for speaking proficiency and creating affectively comfortable learning atmospheres.