• Asia Marketing Journal
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• v.15 no.4
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• pp.131-159
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• 2014

Corporate rebranding has been evident in the qualitative corporate rebranding studies as an imposed organizational change that induces mixed reactions and ambivalent attitudes among consumers. Corporate rebranding for the established and familiar corporate brands leads to more ambivalent attitudes as these companies represent larger targets for disparaging information. Consumers are found to hold both positive and negative reactions toward companies and brands that they are familiar with. Nevertheless, the imposed change assumption and ambivalent attitude, in particular corporate rebranding, have never been widely explored in the quantitative corporate rebranding studies. This paper aims to provide a comprehensive empirical examination of the ambivalence towards rebrandingrebranded brand attitude-purchase intention relationships. The author proposes that corporate rebranding for familiar corporate brands is a double-edged sword that not only raises the expectation for better performance, but also induces conflicted and ambivalent attitudes among consumers. These consumers' ambivalent attitudes are influenced by both the parent brands-related and general attitude factors which further affect their rebranded brand attitude and purchase intention. A total of 156 useable questionnaires were collected from Malaysian working adults; and two established Malaysian airfreight operators were utilized as the focal parent brands. The study found a significant impact of prior parent brand attitudes on ambivalence towards rebranding (ATR). The parent brand attitudes served as anchors in influencing how new information was processed (Mazaheri et al., 2011; Sherif & Hovland, 1961) and closely related to behavioral intention (Prislin & Quellete, 1996). The ambivalent attitudes experienced were higher when individuals held both positive and negative reactions toward the parent brands. Consumers also held higher ambivalent attitudes when they preferred one of the parent brands; while disliked the other brand. The study also found significant relationships between the lead brand and the rebranded brand attitude; and between the partner brands and ATR. The familiar but controversial partner brand contributed significantly to the ambivalent attitudes experienced; while the more established lead brand had significant impact on the rebranded brand attitude. The lead and partner brands, though both familiar, represented different meanings to consumers. The author attributed these results to the prior parent brand attitudes, the skepticism and their general ambivalence toward the corporate rebranding. Both general attitude factors (i.e. skepticism and general ambivalence towards rebranding) were found to have significant positive impacts on ATR. Skeptical individuals questioned the possibility of a successful rebranding (Chang, 2011) and were more careful with their evaluations toward 'too god to be true' or 'made in heaven' pair of companies. The embedded general ambivalent attitudes that people held toward rebranding could be triggered from the associative network by the ambiguous situation (Prislin & Quellete, 1996). In addition, the ambivalent rebranded brand attitude was found to lower down purchase intention, supporting Hanze (2001), Lavine (2001) and van Harreveld et al. (2009)'s studies. Ambivalent individuals were found to prefer delay decision making by choosing around the mid-ranged points in 'willingness to buy' scale. The study provides several marketing implications. Ambivalence management is proven to be important to corporate rebranding to minimize the ambivalent attitudes experienced. This could be done by carefully controlling the parent brands-related and general attitude factors. The high ambivalent individuals are less confident with their own conflicted attitudes and are motivated to get rid of the psychological discomfort caused by these conflicted attitudes (Bell & Esses, 2002; Lau-Gesk, 2005; van Harreveld et al., 2009). They tend to process information more deeply (Jonas et al., 1997; Maio et al., 2000; Wood et al., 1985) and pay more attention to message that provides convincible arguments. Providing strong, favorable and convincible message is hence effective in alleviating consumers' ambivalent attitudes. In addition, brand name heuristic could be utilized because the rebranding strategy sends important signal to consumers about the changes that happen or going to happen. The ambivalent individuals will pay attention to both brand name heuristic and rebranding message in their effort to alleviate the psychological discomfort caused by ambivalent attitudes. The findings also provide insights to Malaysian and airline operators for a better planning and implementation of corporate rebranding exercise.

• Journal of Nutrition and Health
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• v.33 no.3
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• pp.279-288
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• 2000

The study examined BMIs, physical strength, activities, and the attitudes and behavior toward weight control among 7,968 Korean students{2,435 5th graders from elementary schools(ESs), 2,524 2nd graders from middle schools(MSs), 2,739 2nd graders from high schools(HSs)} nationwide. Compared to the 1987 data, there were increases of height(3-6cm) and weight(3-8kg), but decreases of physical strength and exercise. Lack of 'regular exercise' among girls from MSs and HSs and higher proportion of time spent on watching TV and using a computer for elementary schoolers were particularly noticeable. Proportions of students who were satisfied with their body weight were 49% for ESs, 35% for MSs, and 29% for HSs. There was no relationship between subjective and objective evaluations of body weight. Diet rather than exercise was more frequently chosen as a method of weight control. Compared to boys, girls showed stronger association between the amount of exercise and the subjective body weight in MSs and HSs, however this association was not found for the subjects from HSs. Values for the 50th percentile of BMI of boys and girls were 18.4 and 17.7 for ESs, 19.9 and 20.1for MSs, and 21.4 and 20.6 for HSs. In MSs and HSs, boys with BMI between 15th to 85th percentiles were physically stronger than those whose BMIs were lower than 15th kor higher than 85th percentiles. For the other groups, there was a trend of a positive relationship between BMI and physical strength. Based on the analyses of BMI and physical strength, this study suggests 22 and 21 for upper grades in ESs, 24 and 23 for MSs, and 27 and 25 for HSs as the respective cut off points of BMI for weight control n boys and girls. A need for implementing nutrition education program focused on weight control is also suggested.

• Korean Journal of Health Education and Promotion
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• v.21 no.2
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• pp.133-146
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• 2004

Purpose： The purpose of this study was to investigate the actual conditions of obesity, and the factors related to children's obesity. Method： The subjects were 568 students (5th, 6th grades) of ten elementary schools in a small city of about 350,000. Subjects self-reported after being instructed by researchers to identify health habits and attitudes toward obesity. The Rohrer index was calculated by using annual physical examinations preformed by the schools. Result： 17.5％ of the subjects were under weight, 22.2％ were overweight, and 60.3％ were normal. In girls, the under weight group was much larger, in boys the overweight group was larger. 46.2％ of overweight children had a familial tendency to obesity. 60.6％ of boys and 60％ of girls were on a diet in order to improve their looks or to prevent ridicule from mends. On average, one-third of the subjects misunderstood their own weight level. Subjects spent 3-4hours on weekdays, and over 6hours on the weekend watching TV or using personal computers. The overweight group enjoyed eating meat, fish, beans and vegetables, while the normal group tended to prefer fruit. Conclusion： Health education programs which guide elementary school students to form better health habits, more accurate perceptions of their own body weight, and better attitudes toward obesity and which make students aware of the importance of exercise, a healthy diet, and reducing time spent in front of TVs and computers may help them to keep at their appropriate weight.

• Journal of the Korean Society of Food Culture
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• v.34 no.1
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• pp.44-52
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• 2019

This study examined the lifestyle factors, dietary attitudes, food habits, and dietary nutrition intake of college students before and after nutrition education. A total of 44 college students were recruited and a questionnaire survey was conducted. Dietary nutrient consumption was obtained from the one day 24-hr recall. Scores on 'Concerns about health (p<0.05)', 'Regular exercise (p<0.01)', and number of steps (p<0.001) were significantly higher after-training. The dietary attitude (31.3 vs. 33.7, p<0.01) and food habits (53.5 vs. 59.7, p<0.01) were significantly higher after-training. The scores on 'Eating a lot of food that I want to eat is more important than nutrition (p<0.01)', 'I am interested in information on nutrition and health (p<0.01)', 'Have three meals a day (p<0.01)', 'Have breakfast regularly (p<0.01)', 'Drink milk every day (p<0.001)', 'Have fruits every day (p<0.05)', and 'Apply nutrition knowledge to daily life (p<0.001)' were significantly higher after-training. Among the nutrients intakes, the protein (p<0.05), vitamin C (p<0.01), and calcium (p<0.001) were significantly higher after-training. Nutrition education improved the lifestyle factors, dietary attitudes, food habits, and dietary nutrition intakes.

• Journal of Preventive Medicine and Public Health
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• v.50 no.4
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• pp.268-273
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• 2017

Objectives: Influenza is a significant worldwide public health issue. Knowledge and perceptions regarding the flu vaccination are associated with whether individuals obtain the vaccination. The purpose of this study was to examine how such perceptions were related to knowledge and self-efficacy regarding influenza and the flu vaccination in Vietnam and the US. Methods: College students (n=932) in Vietnam (n=495) and the US (n=437) completed a self-administered survey regarding knowledge and perceptions of influenza vaccinations in September and October 2016. Results: Vietnamese participants reported significantly lower levels of awareness about flu risk, higher levels of negative attitudes toward flu vaccination, lower levels of knowledge about the flu and vaccination, and lower levels of self-efficacy than US participants. Higher levels of flu and flu vaccination knowledge and self-efficacy regarding general responsible health practices were associated with lower levels of negative perceptions of flu risk and attitudes toward vaccination. At the same time, self-efficacy regarding responsible health practices was associated with higher levels of awareness of flu risk and lower levels of negative attitudes toward vaccination. Self-efficacy regarding exercise was associated with lower levels of perceptions of flu risk and higher levels of negative attitudes toward vaccination. Conclusions: Vietnam could benefit from influenza education based on this comparison with the US. In both countries, knowledge and self-efficacy were found to be important factors influencing perceptions of influenza risk and vaccination.

• Fashion & Textile Research Journal
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• v.15 no.5
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• pp.815-824
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• 2013

This study divides female consumers according to eco-friendly attitudes and the purchase frequency of eco-clothing products; in addition, it analyzes the characteristics of each group in terms of LOHAS lifestyles, the attitudes for eco-clothing products, and satisfaction. Eco-clothing attitudes of female consumers were lower than eco-friendly attitudes. A total of 360 female consumers were divided into 4 group according to purchase frequency and the eco attitude, Type 1: survival (33.0%), Type 2: wellbeing (25.6%), Type 3: curious (15.0%), Type 4: LOHAS (26.4%); in addition, age, income, marit alstatus, occupation, LOHAS lifestyle and shopping places were differentiated by type. Type 1 (low eco attitude and low eco-clothing purchase) were composed of the youngest, college students, low income, low level of LOHAS lifestyles and low level of eco-clothing attitude. Type 2 (high eco attitude and low eco-clothing purchase) were interested in healthy eating & exercise among LOHAS lifestyles; in addition, Type 1 & 2 showed alow level of eco-clothing satisfaction. Type 3, low eco attitude and high eco-clothing purchase, were characterized with high expenditures on clothing relative to income as well as lower levels of family activities and leisure life than LOHAS Type 4. Type 4 (high eco attitude and high eco-clothing purchase) were the oldest group and mostly composed of married workers (the highest income) with the highest LOHAS lifestyles and the highest level of eco-clothing satisfaction.

• Nutrition Research and Practice
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• v.12 no.2
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• pp.149-159
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• 2018

BACKGROUND/OBJECTIVES: College students are in transition from adolescence to adulthood, and it has been reported that they show poor dietary habits. This study was conducted to compare body image perception, nutrition knowledge, dietary attitudes, dietary habits, and health-related lifestyles between Korean college students (KCS) and Mongolian college students (MCS). SUBJECTS/METHODS: Subjects were 314 KCS and 280 MCS. The data includes results of self-administered questionnaires; statistical analysis was performed using the SPSS 23.0 program. RESULTS: With regards to body image perception, KCS perceived themselves to be fatter on current body image than ideal body image compared to MCS; 64.0% of KCS and 34.6% of MCS desired to be thinner. Total score of nutrition knowledge in KCS (17.0) was significantly higher compared to MCS (8.4) (P < 0.001), but total score of dietary attitudes in KCS (27.0) was significantly lower compared to MCS (31.2) (P < 0.001). Nutrition knowledge had a significantly positive correlation with dietary attitudes in MCS (P < 0.01). Meal consumption among male and female subjects was 2 and 3 times, respectively, in order in KCS, and 3 and 2 times, respectively, in order in MCS (P < 0.001). Rate of skipping breakfast in both genders was significantly higher in KCS than in MCS (male: P < 0.05, female: P < 0.001). In health-related lifestyles, KCS had a significantly higher rate in frequency of alcohol drinking (P < 0.001), exercise (P < 0.01), and mobile phone usage (P < 0.001), compared to MCS. CONCLUSIONS: This study suggests that development of nutrition education program which is effective and proper is required to improve healthy dietary habits among college students of both countries. Essential contents should include acquirement of nutrition knowledge and a motivation for its application to actual life for KCS, and improvement of healthy dietary habits for MCS.

• Journal of Korean Biological Nursing Science
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• v.23 no.3
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• pp.188-198
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• 2021

Purpose: This study targeted female university students in their 20s and created an antioxidant improvement program with a health contract, one of the behavioral modification therapies, based on King's (1981) 'goal attainment theory.' The aim of this study is to investigate the effects of physiological indicators, eating habits, dietary attitudes, and health behaviors by conducting a walking exercise and anti-oxidation diet program with reinforcement therapy. Methods: This study had a nonequivalent control group pretestposttest design. There were a total of 50 participants, with 25 participants in the experimental group and 25 participants in the control group and the study period was 10 weeks. The antioxidant improvement program consisted of walking and antioxidant diet education with health contracts. Data analysis was statistically processed using the SPSS/WIN 24.0 program. Results: The program showed a high achievement rate by providing continuous motivation and positive reinforcement during the program, and it affected the eating habits, dietary attitudes, and health behavior. Besides, physiological variables, such as antioxidant indices and body composition showed positive changes. Conclusion: This study, based on the goal attainment theory, confirmed that antioxidant improvement program is an effective nursing intervention for continuous health promotion through interaction and exchange between healthy participants and researchers.

• Korean Journal of Community Nutrition
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• v.16 no.6
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• pp.647-660
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• 2011

The purpose of this study was to investigate effects of nutrition education program and pamphlet for the lower grades elementary students focused on individual daily needed food exchange units using Food Exchange System. Program consisted of four lessons (40 min/lesson), "5 major nutrients & function", "6 food group and sources", "daily needed food exchange units for normal body weight", and "smart snack choice and exercise". Pamphlet as activity book was developed for the program. The subjects were 3rd grade elementary students (educated group, 31 vs. non-educated group, 31). Educated group were lessoned as group and/or individual. We examined the differences in nutrition knowledge, dietary attitudes, dietary intakes and satisfaction of the program and pamphlet. In educated group, there were positive improvements on nutrition knowledge score "function and foods of 5 nutrients" and on dietary attitudes "type of breakfast and snacks". In the evaluation of dietary intakes according to KDRI, there were positive improvements on intakes level of riboflavin, vit. C, folate, Ca, P, Fe and Zn in educated group. In satisfaction with the program and pamphlet, contents, font size, visual, figure, difficulty and program curriculum were over 2.90/3.0. It showed that the developed nutrition education program and pamphlet focused on individual daily needed food exchange units using Food Exchange System improved nutrition knowledge, dietary attitudes and nutrients intake level in the lower grades elementary students.

• Journal of Korean Academy of Rural Health Nursing
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• v.9 no.1
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• pp.33-45
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• 2014

Purpose: This study was done to identify attitudes to smoking, beliefs about smoking and factors influencing nicotine dependence in woman smokers. Methods: Data was collected from 131 women smokers, who visited a public health center between January and July. 2012. Collected data were analyzed using the SPSS 18.0 program. Results: Mean score for attitude to smoking was $23.7{\pm}3.2$, beliefs about smoking, $18.6{\pm}2.9$, and nicotine dependence, $4.3{\pm}2.1$. Attitude to smoking of the woman smokers was significantly different according to marital status, beliefs about smoking were significantly different according to marital status and being employed. Nicotine dependence was significantly different according to frequency of alcohol consumption, stress, number of cigarettes smoked. There was a correlation between attitude to smoking and beliefs about smoking. Age when starting to smoke, number of cigarettes, and length of time one has smoked accounted for 31.0% of nicotine dependence. Conclusion: The results indicate that increasing knowledge and improving attitudes toward smoking as well as training on stress management and exercise are needed. Also, a distinct mediation should be developed for women smokers. Especially, in-depth research is needed to identify psycho-social behavior-related variables for the health promotion of young women smokers.