• 마케팅과학연구
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• 제17권4호
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• pp.1-22
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• 2007

본 연구는 호텔기업의 종업원 서비스지향성이 종업원의 서비스성과, 직무만족, 그리고 조직몰입에 미치는 영향을 연구하기 위한 것이다. 이를 위하여 부산지역 특1급 호텔에 근무하는 278명의 종업원들로부터 데이터를 수집하였다. 분석결과는 다음과 같다. 첫째, 호텔기업 종업원의 서비스지향성이 높을수록, 서비스성과, 직무만족, 그리고 조직몰입이 높아지는 것으로 나타났다. 둘째, 서비스성과가 높을수록, 직무만족, 조직몰입이 높아지는 것으로 나타났다. 셋째, 직무만족이 높을수록, 조직몰입이 높아지는 것으로 나타났다. 마지막으로, 본 연구의 시사점과 한계점, 그리고 향후 연구방향이 제시되었다.

• 한국엔터테인먼트산업학회논문지
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• 제13권3호
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• pp.193-202
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• 2019

4차 산업시대에 대학무용학과의 커리큘럼은 무엇을 변화시켜야 하는가에 초점을 둔 연구이다. 이는 무용학과의 교육과정이 미래 직업 창출과 무관하지 않음으로 4차 산업과 연관 지어 무용전공자의 미래 직업을 전망해 본다면 지금 대학 무용학과 커리큘럼으로는 미래 직업을 창출하기 힘들다는 생각에 따른 것이다. 따라서 서울에 소재하고 있는 5개 대학의 무용학과 커리큘럼을 비교 분석해 보았으며 그 후 4차 산업혁명시대에 적응하고 새로운 기술의 개념이 포함된 무용교육을 하려면 무엇을 어떻게 배워야 할 것인가 하는 무용학과 커리큘럼에 대해 5개의 교과목을 제시하였다. 첫째, 무용과 통합교육이다. 이는 창의성과 과학교육을 통합한 교육으로 STEAM(Science-Technology-Engineering-Art-Methematics)이라는 대 주제를 중심으로 아이디어와 창의성을 향상시키고 나아가 예술적 감수성 등을 키울 수 있는 교과이다. 둘째, 빅데이터 분석 및 빅데이터로 미래를 전망해 보는 교과로 이는 무용의 전반적인 것에 대한 대중들의 의견이나 평가, 감정 등을 분석함으로써 무용공연이나 무용전공자의 진로방향, 직업창출 등에서 유용하게 활용할 수 있는 학문이다. 셋째, 영상교육으로 영상은 현 시대의 대표적 표현매체로 오늘날 대부분의 예술표현영역을 영상이 차지함을 볼 때 영상을 통한 무용은 기존의 무용작품을 새로운 형태의 작품으로 창조적으로 변형시킬 수 있으며 학문적으로나 공연예술로서 무용의 영역을 넓힐 수 있다. 넷째, VR과 AR은 스마트 미디어시대의 중요한 기술로 미래 무용학이 공연이든 교육이든 산업이든 간에 시대의 흐름에 맞춰 디지털식 방법을 갖춰야 한다면 VR이나 AR에 대한 학습을 할 필요가 있다. 다섯째, 4차 산업혁명과 무용예술교과는 4차 산업혁명시대의 변화를 미리 예견하고 무용교과의 변화, 발전 모색 등을 교육하는 교과로 필요하다.

• 한국의사학회지
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• 제18권2호
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• pp.197-227
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• 2005

Heojun was the top scientist on Medicine in the 16th and 17th centuries and wrote the Dongeubogam describing the top-level medical theory and technology. So far, his outlook on nature has been disregarded even though his medicine is still effective. Through this study, I would like to know if his outlook on nature as well as his medicine is still effective. The conclusions are as follows: 1. According to his output, the origin of the universe started from the spinning of One Gi(一氣) which is quite different from Hawking's theory. Hawking assumed that the origin of the universe started from the Big-bang and will end to the Big-crunch. However, the current report on the origin of a star is quite similar to Heojun's theory and we acknowledge that his view on the origin of the universe is still effective. 2. According to his output, the universe repeats expanding and contracting forever while Hawking assumed it will come to the end, the Big-crunch, based on the expanding universe theory. Some scientists assists that Hawking's assumption should have some contradictions. Now, we acknowledge that Heojun's universal cycling theory which corresponds with modern physical theories is still effective, which would lead to a new environmental movement. 3. His view on the structure of the universe is quite different from the output of the current science, which results from his thought that the nature should be reviewed from the point of human's view. His view on the structure will be able to be updated based on the output of the current science. 4. The universe analogy started from the East Asian area as well as the Greek and Roman area in the ancient. The idea has disappeared since the scientific revolution era in the West while the idea has been deepened and abundant in the East and has become one of the major philosophical bases. Heojun emphasized its importance from the beginning of his book. 5. The nation analogy has been popular all times and places. According to his output, governing a country is like controlling one's body. 6. According to Needham's output, the universe analogy and the nation analogy were based on the ancient developed alchemy. And Harper assumed that Taiosm was based on the macrobiotic hygiene which was developed by the ancient developed alchemists. We acknowledge that xian(仙) cult, macrobiotic hygiene, medicine, alchemy and the ancient philosophy started from our ancients. Heojun's output restored our ancient tradition by combining the macrobiotic hygiene and philosophy with medicine. 7. Roughly predicting yearly weather would be unacceptable by the current scientist but Heojun's yearly weather forecast is still used in the clinic and seems effective to prepare from any epidemic disease. 8. 'Day and Night' and Four seasons are the most important factors to the macrobiotic hygiene according to the Dongeubogam. The new environmental movements should be based on the most important factors, otherwise the human beings as well as the environment would fail to survive. 9. Wind, Coldness, Heat, Humidity, Dryness and Fire represents weather. The six weather factors represent one of six phases of a year which is decided by the areal factors. Heojun preferred the six factors generated in the body itself to them from the outside. He thought a human being was a universe and the six factors generated in the body responded to the factors of the outside. 10. According to his output, Heat and Humidity are the most important factors which make a human being ill. 11. Life span, disease, food, and dwelling are dependent upon the geographical feature, according to Heojun's output. In addition, one's appearance and his five viscera and the six entrails depend on the food as well as the geographical feature. 12. Heath is related with the environment and they effects upon each other. If one is weak, he will be deeply effected by the nature. On the other hand, if one is strong, he will effect on the nature. That's why people live together. 13. According to Heojun's work, the society is an important factor comprising the environment. During a peaceful era, the society becomes stable and human beings are stable as well while they will be on fire during a chaotic era. 14. Medicine deals with human beings who live in the nature, so any medical book cannot be excellent unless it has any description on the nature. Heojun's outlook on the nature turned out to be logical and suitable even from the point of the current view and it is still effective as if his clinical knowledge and technology are still effective. Something unsuitable may be substituted with the output of the current science.

• 토지주택연구
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• 제13권4호
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• pp.55-71
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• 2022

최근 국내 백화점 산업은 소비패턴의 변화에 의해 고급화와 차별화된 복합쇼핑문화공간으로 성장하고 있으며, 5개 대규모 회사를 중심으로 70개소가 운영되며 경쟁이 가속화되고 있다. 본 연구는 빅데이터 개념의 차량 자동입출차 시스템(pos)를 활용하여 백화점의 방문수요 결정요인을 분석하고, 백화점 산업의 경쟁력 강화를 위한 방안을 제시하고자 하였다. 분석방법은 2021년 신규개점으로 인하여 연간 매출액이 완전치 않은 지점 3곳을 제외한 67개의 지점을 대상으로 어떠한 사건이나 방문에 대한 빈도를 예측할 때 사용되는 음이항 회귀분석을 수행하였다. 분석결과 백화점 방문수요에 양(+)의 영향을 미치는 변수들은 공항·터미널·기차역 여부, 대지면적, 주차대수, VIP라운지수, 명품매장비율, F&B매장 수, 경기·인천지역인 것으로 나타났으며, 비상업지역 여부, 호텔은 음(-)의 영향을 미치는 것으로 분석되었다. 국내 백화점의 경쟁력 강화방안을 제시하면 다음과 같다. 첫째, 백화점 소비자들은 명품 브랜드에 대한 선호가 높다. 따라서 백화점은 자체적으로 해외 바이어팀을 구성하여 새로운 명품 브랜드를 발굴하여 유치하고, 고객들의 수요가 높은 명품 브랜드를 유치하는 전략이 필요하다. 또한, 구매력과 충성도 높은 소비자들을 유치하기 위해서는 기존 보다 더 차별화된 VIP 고객들을 위한 상품과 서비스를 제공할 필요성이 높다. 둘째, 신규 백화점 입점은 경기·인천 지역의 기차역, 공항, 터미널과 같은 교통거점 지역을 중심으로 추진하는 것이 바람직하다. 셋째, 백화점은 고급화된 쇼핑센터라는 측면에서 핵심임차인이 중요하므로 소비자의 수준과 선호에 부합하는 테넌트의 유치 전략이 필수적이다. 마지막으로 최고급 쇼핑센터인 백화점은 2021년 개점한 '더 현대'와 같이 차별화된 쇼핑, 문화, 외식과 여가서비스가 함께 제공되는 공간으로 개발되어야 향후 성장가능성이 담보될 수 있다.

• 벤처창업연구
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• 제16권2호
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• pp.79-93
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• 2021

'왜?'창업을 하려는 지에 대한 질문은 어떠한 특정의 행동을 하려는 데에 대한 가장 기초적인 단계라고 할 수 있다. 즉, 어떠한 특정의 목적을 설정함에 있어서 개인은 자신의 결정에 대한 확신의 정도가 영향을 미친다는 선행연구들이 존재하고 있다. 이에 근거하여 본 연구는 성격 5요인을 매개로 한 대학생의 목표 지향적 행동모델이 자기결정성 및 창업의지에 미치는 영향을 분석하여 대학생의 창업교육 방향성 도출을 위한 기초자료를 제공하는 데 목적을 두고 있다 연구목적을 달성하기 위해 서울 경기도 지역에 소재한 국공립 및 사립 대학교에 재학하면서 벤처 동아리에 소속된 대학생을 대상으로 2019년 10월 01일에서 11월 11일까지 자기보고식 설문을 실시하였고, 연구결과를 요약하면 다음과 같다. 첫째, 대학생들의 목표 지향적 행동모델이 자기결정성에 미치는 영향을 살펴보면, 태도와 주관적 규범, 지각된 행동통제가 통계적으로 유의미한 정적 영향을 미쳤고, 긍정적 기대와 부정적 기대는 통계적으로 유의미한 영향을 미치지 않았다. 둘째, 대학생들의 목표 지향적 행동모델이 창업의지에 미치는 영향을 살펴보면, 지각된 행동통제와 긍정적 기대는 통계적으로 유의미한 정적 영향을 미쳤으며, 부정적 기대는 통계적으로 유의미한 부적 영향을 미쳤다. 셋째, 회귀모델 I에서는 대학생의 창업의지와 목표 지향적 행동모델 중에 지각된 행동통제, 긍정적 기대가 통계적으로 유의미한 정적 영향을 미쳤고, 부정적 기대는 통계적으로 유의미한 부적 영향을 미쳤다. 성격 5요인을 매개변수로 투입한 회귀모델 II에서는 지각된 행동통제, 긍정적 기대가 통계적으로 유의미한 정적 영향을 미쳤고, 부정적 기대는 통계적으로 유의미한 부적 영향을 미쳤다. 본 연구는 대학생의 목표 지향적 행동모델이 자기결정성 및 창업의지를 실행함에 있어 중요 변인임을 확인할 수가 있었다. 또한 자신의 성격 5요인을 긍정적인 피드백으로 활용하여 자신의 삶을 계획하고 성취하기 위해 목표를 세우고 계획하고 활용할 수 있는 성격을 매개역할이 확인되어 중요한 역할을 수행하고 있음이 증명 되었다.

• 복식
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• 제30권
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• pp.261-274
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• 1996

In the present age dominate by both cer-taingty of 1% and uncertainty of 99% 'Fuzzy thinking' of Bart Kosko that is the way to solve the problems by the scientific way through a worldview of Buddhism or Taoism greatly prevails around the world over 'Lateral greatly prevails around the world over 'Lateral thinking' and the authenticity or the right and-wrong of the uncertainty which is the thinking way to find the answer of the problems of illogical way of Edward de Beno against the western vertical thinking were Concurrently fashion designers over the world also adopt the oriental elements. But there exist differences of thoughts between the orient and the occident. And they have dif-ferent thinking way of aestheticism and references of the value on the beauty. Not only beauty but the view through the mind as intuitional thought in which not only the rec-ognition of sense but also the rationalism and the naturalness play key role. The aesthetic sense in the orient contains both the truth and virtue. 2) The beauty of the mean It's from the thought of neutralization of Confucius. The mean or moderation state which in harmony with ethical virtue and aes-thetic beauty is the ideal and is the ultimate. Therefore the thought of Confucian is the creativity in which the balance and the har-mony is most important. Fashion design is also one of the representation of the mean because the spirit of the designer is harmonized for-mlessly with the object of the model of the fashion design. 2) The beauty of skillfulness It indicates the Taoism of Lao-tzu and Chuangtzu. It takes a super-artistic declar-ation that human can feel and recognize the color of colorlessness the sound of sound-lessness and the taste of tastelessness. The thought of arts affected by Taoism is 'ad-vanced age' called the beauty of skillfulness. The view of arts of lao-tzu takes the beauty of cosmos and the nature as a standard. Es-pecially the beauty of inactivity is recognized by the linkage between the beauty and the ugliness. And these things appear in fashion design as a design element such as humor or exaggeration. 3) The beauty of non-dualism It is thought of Buddhism that all evil passions of worry occur form the opposition in dualism. Finally this thought leads to that everything is consistent and truth is only one from the point of view that virtue and vice has on linkage that is 'no virtues no vices' and 'one with two, two, with one, one is not two' A big tendency like this became the root forma-tion of the thought of the oriental arts. 3. Characteristics of the oriental aesthetic sense on the present fashion design 1) The formation of the fashion design on the oriental elements In the picture-incantation which was a representation of an era when the thought of 'cosmic dual forces' dominated the basic polygons of 'a circle square triangle' means both 'one two three' and 'the negative positive mean' of cosmic elements. From this point of view the was of planner cutting in the Orient is dif-ferent from that of the Occidental which is in three-dimensional. The planner polygon type of the cut-pieces comes to have the meaning of the three-dimension when they consist of a suit that has the combination of each cut-piece. This shows the consistency with the principle of cosmos creation of Taoism that one is two two is three and three is every-thing. 2) The coloring and the symbolic represen-tation of the fashion design on the orien-tal elements The sense on the colors in the Orient from the thought of 'the cosmic dual forces and the five elements' is not the experi-enced from the knowledge but contains the consideration of philosophy Five-primary-color representing compass directions Blue(East) Red(South) Yellow(Center) White (West) and Black (North) is called ' the posi-tive' for this five-primary-color secondary-color which comes from the compound of the primary colors is called 'the negative' The thought of 'the cosmic dual forces and the five elements' is also an theory containing the natural order of the cos-mos and this shows the perceptional differ-ence that they are not conceptual but to be recognized and fell directly. A thought of Buddhism which is 'Colors are colorlessness and Clolorlessness are color's proves that. 3) The pattern and symbolic representation of the fashion design on the oriental elements The pattern as a visual style is a figure of symbolic representation which adopt the mental and physical world of human and are the compo-sition of artistic revelation of the human nature and the religous thought of incantation. Es-pecially the symbolic representation of the oriental thought of Confusion. Buddhism and Taoism There are patterns such as plants aminals the oriental four gods and geometry. From the above it's the time toward the 21'th century when the world is constructing one global area and one historical zone. And the exotic mood of the Orient represented in the fashion which doesn't make the common feeling in general does not cease to develop only to express the visual modeling but also adopts the thought religion and the art which are the root of the Orientail and contains inherent willing of modeling.

• 대한두경부종양학회지
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• 제14권2호
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• pp.156-163
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• 1998

Background & Objectives: Frameless fractionated stereotactic radiotherapy(FFSRT) is a modification of stereotactic radiosurgery(SRS) with radiobiologic advantage of fractionation without losing mechanical accuracy of SRS. Local recurrence of head and neck cancer at or near skull base benefit from reirradiation. Main barrier to successful palliation is dose limitation secondary to normal tissue tolerance. We try to evaluate the efficacy and safety of FFSRT as a new modality of reirradaton in these challenging patients. Materials & Methods: Seven patients with recurrent head & neck cancer involving at or near skull base received FFSRT from September 1995 to November 1997. Six patients with nasopharyngeal cancer had received induction chemotherapy and curative radiation therapy. One patient with maxillary sinus cancer had received total maxillectomy and postoperative radiation therapy as a initial treatment. Follow-up ranged from 11 to 32 months with median of 24 months. Three of 7 patients received hyperfractionated radiation therapy(1.1-1.2Gy/fraction, bid, total 19.8-24Gy) just before FFSRT. All patients received FFSRT(3-5Gy/fraction, total 15-30Gy/5-10fractions). Chemotherapy(cis-platin $100mg/m^2$) were given concurrently with FFSRT in four patients. Second course of FFSRT were given in 4 patients with progression or recurrence after initial FFSRT. Because IF(irregularity factor; ratio of surface area of target to the surface area of sphere with same volume as a target) is too big to use conventional stereotactic RT using multiple arc method for protection of radiation damage to critical normal tissue, all patients received FFSRT with conformal method using irregular static ports. Results: Five of 7 patients showed complete remission in follow-up CT &/or MRI. Three of these five patients who developed marginal, in-field, and out-field recurrences, respectively. Another one of complete responders has been dead of G-I bleeding without evidence of local recurrence. One partial responder who showed progressive disease 15 months after initial FFSRT has received additional FFSRT, and then he is well-being with symptomatic improvement. One minmal responder who showed progression of locoregional disease 9 months after $1^{st}$ FFSRT has received 2nd FFSRT, and then he is alive with stable disease. Five of 7 case had showed direct invasion to skull base and had complaint headache and various symptoms of cranial nerve involvement. Four of these five case showed improvement of neurologic symptoms after FFSRT. No significant neurologic complicaltion related to FFSRT was observed during follow-up periods. Tumor volumes were ranged from 3.9 to 50.7 cc and surface area ranged from 16.1 to $114.9cm^2$. IF ranged from 1.21 to 1.74. The average ratio of volume of prescription isodose shell to target volume was 1.02 that indicated the improvement of target coverage and dose distribution with FFSRT with conformal method compared to target coverage with FFSRT with multiple arc method. Conclusion: Our initial experience suggests that FFSRT with conformal method was relatively effective and safe modality in the treatment of recurrent head and neck cancer involving at or near skull base. Treatment benefit included good palliation of symptoms and reasonable radiographic response. However, more experience and additional follow-up are needed to better assess its ultimate role in treating these challenging patients.

• 한국유통학회지:유통연구
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• 제17권3호
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• pp.25-57
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• 2012

본 연구에서는 인터넷 점포에서 의류상품 구매후기를 작성하는 동기의 유형을 규명하는 한편 작성 동기 유형에 따라 인터넷 점포 고객들을 범주화하고, 각 집단의 작성행동, 인터넷 구매 행동, 인구사회적 특성의 차이를 규명하였다. 초점집단 면접과 온라인 서베이를 통해 연구되었으며, 정량적 연구에서는 의류상품 구매후기를 읽은 경험과 작성한 경험이 많은 국내 인터넷 점포 여성 고객 252명을 대상으로 자료가 수집되었다. 연구결과, 인터넷 점포에서 구매후기를 작성하는 동기 유형은 이타적 정보 공유, 불만해소 및 보복, 경제적 보상 추구, 상품 개발 지원, 감동 표현으로 나타났다. 특히, 작성행동에 대한 영향력이 큰 동기는 이타적 정보 공유 동기와 경제적 보상 추구 동기였다. 인터넷 점포 고객은 작성동기 유형에 따라 소비자 옹호 집단, 이익 추구 집단, 중도적 집단으로 범주화되었으며, 세 집단은 구매후기 작성행동, 인터넷 구매빈도, 인구사회적 요인들에서 차별적 특성을 보였다. 소비자 옹호 집단과 이익 추구 집단을 대상으로 인터넷 점포 구전 채널 관리 방안이 제시되었다.

• 한국전통조경학회지
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• 제31권3호
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• pp.25-37
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• 2013

제주 귤림서원의 후신(後身)이자 사묘(祀廟)인 오현단의 연혁과 변천과정의 고찰을 통해 이곳에 담긴 장소성을 파악하는 한편, 건축물과 시설, 바위글씨, 현존식생 등 문화경관요소의 현황과 문제점을 조사 분석함으로써 제주의 성지이자 기념물인 오현단의 본질을 강화하기 위한 관리방안을 도출하고자 한 본 연구의 결과를 요약하면 다음과 같다. 오현단은 제주도 유일의 사액서원이었던 '귤림서원 터'였다는 장소성이 강조되고 있으며, 한편으로는 제주 유배문화의 상징적인 공간인 점에도 주목된다. '귤림서원'이란 당호(堂號)에서 유추되듯이 도처에 위요되었던 과원(果園)들은 과거 오현단의 장소성을 보여주는 대표적 조망경관 요소이다. 오현단의 핵심시설이며 오현의 위패를 상징하는 조두석(俎豆石)은 흔한 돌로 제단을 두른 뒤 토막돌을 세우고, 담을 둘러 정제된 장소를 만들었다. 이 절제와 검약은 성리학의 기본정신이고, 또한 제주의 조냥정신에 맞닿아 있는 것으로 판단된다. 이에 따라 오현단의 진정성을 역행하는 제주향로당과 다수의 비각 등 과설계되거나 장소성에 걸맞지 않는 시설은 적극 배제함으로써 오현단의 본질을 되찾기 위한 실천 플랜이 필요하다. 한편, 조두석은 물론 병풍바위에 새긴 '증주벽립'과 '광풍대' 바위글씨 그리고 유천석 등은 오현의 정신 및 성리학적 가르침을 잘 보여주는 상징경관이자 제주에 뿌리내린 유가적(儒家的) 흔적으로 오현단의 장소 본질과 일치하는 문화경관이라 판단됨에 따라 적극적인 보존과 홍보대책이 요망된다. 이와 함께 경내에 잔존하는 소나무를 비롯하여 곰솔, 굴참나무, 팽나무, 느티나무 그리고 검양옻나무 등 노거수 등은 오현단의 성스러움과 기념물적 가치를 상승시키는 경관요소이지만, 토지이용 변천과정에서 다수 고사 및 제거된 것으로 판단됨에 따라 지금이라도 고유번호를 부여하는 등 철저한 개체목 관리가 필요한 것으로 보인다. 더불어 귤림서원이 갖는 입지성을 강화하기 위한 방안으로 이설지 및 공한지에 귤림을 조성하는 방안이 검토되어야 할 것으로 본다.

• 마케팅과학연구
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• 제18권3호
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• pp.27-57
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• 2008

Many consumers enjoy the challenge of purchasing a brand that matches well with their own values and personalities (for example, Ko et al., 2008; Ko et al., 2006). Therefore, the personalities of consumers can impact on the final selection of a brand and its brand personality in two ways: first, the consumers may incline to purchase a brand or a product that reflects their own personalities; second, consumers tend to choose a company that has similar brand personalities to those brands that are being promoted. Therefore, the objectives of this study are following: 1. Is there any empirical relationship between a consumer's personality and the personality of a brand that he or she chooses? 2. Can a corporate brand be differentiated by the brand personality? In short, consumers are more likely to hold favorable attitudes towards those brands that match their own personality and will most probably purchase those brands matching well with their personality. For example, Matzler et al. (2006) found that extraversion and openness were positively related to hedonic product value; and that the personality traits directly (openness) and indirectly (extraversion, via hedonic value) influenced brand effects, which in turn droved attitudinal and purchase loyalty. Based on the above discussion, the following hypotheses are proposed: Hypothesis 1: the personality of a consumer is related to the brand personality of a product/corporate that he/she purchases. Kuksov (2007) and Wernerfelt (1990) argued that brands as a symbolic language allowed consumers to communicate their types to each other and postulated that consumers had a certain value of communicating their types to each other. Therefore, how brand meanings are established, and how a firm communicate with consumers about the meanings of the brand are interesting topics for research (for example, Escalas and Bettman, 2005; McCracken, 1989; Moon, 2007). Hence, the following hypothesis is proposed: Hypothesis 2: A corporate brand identity is differentiated by the brand personality. And there are significant differences among companies. A questionnaire was developed for collecting empirical measures of the Big-Five personality traits and brand personality variables. A survey was conducted to the online access panel members through the Internet during December 2007 in Korea. In total, 500 respondents completed the questionnaire, and considered as useable. Personality constructs were measured using the Five-factor Inventory (NEO-FFI) scale and a total of 30 items were actually utilized. Brand personality was measured using the five-dimension scale developed by Aaker (1997). A total of 17 items were actually utilized. The seven-point Likert-type scale was the format of responses, for example, from 1 indicating strongly disagreed to 7 for strongly agreed. The Analysis of Moment Structures (AMOS) was used for an empirical testing of the model, and the Maximum Likelihood Estimation (MLE) was applied to estimate numerical values for the components in the model. To diagnose the presence of distribution problems in the data and to gauge their effects on the parameter estimates, bootstapping method was used. The results of the hypothesis-1 test empirically show that there exit certain causality relationship between a consumer's personality and the brand personality of the consumer's choice. Thus, the consumer's personality has an impact on consumer's final selection of a brand that has a brand personality matches well with their own personalities. In other words, the consumers are inclined to purchase a brand that reflects their own personalities and tend to choose a company that has similar brand personalities to those of the brand being promoted. The results of this study further suggest that certain dimensions of the brand personality cause consumers to have preference to certain (corporate) brands. For example, the conscientiousness, neuroticism, and extraversion of the consumer personality have positively related to a selection of "ruggedness" characteristics of the brand personality. Consumers who possess that personality dimension seek for matching with certain brand personality dimensions. Results of the hypothesis-2 test show that the average "ruggedness" attributes of the brand personality differ significantly among Korean automobile manufacturers. However, the result of ANOVA also indicates that there are no significant differences in the mean values among manufacturers for the "sophistication," "excitement," "competence" and "sincerity" attributes of the corporate brand personality. The tight link between what a firm is and its corporate brand means that there is far less room for marketing communications than there is with products and brands. Consequently, successful corporate brand strategies must position the organization within the boundaries of what is acceptable, while at the same time differentiating the organization from its competitors.