• Archives of design research
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• v.15 no.1
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• pp.213-224
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• 2002

We've already living our lives in the 21s1 century. This century, even alone, means enormous changes and innovations. Namely, we have been encountering various forms of generation changes such as digital generation, globalization generation, consumer generation, and brand power generation. Among these, there have been extraordinary changes in consumers and the environment of consumer market, and it is noteworthy of paying attention to the transition of the leader of the consumer market from producers to consumers. Such changes will affect not only all fields related to market environment but also entire fields including future products and sales. Hereupon, it is intended to foresee and analyze the trend in the consumer market of the 21st century and investigate changes in the consumer market and the environment of consumers. Also, the world has brought a single space of economy along with globalization and the era of self-imposed competition, and multi-national enterprises have emerged and, at the same time, their brands can be seen around the world. Hence, they have been trying to maintain their own power brands for the century. In the past, brand meant the name of a product in general. But, in the present, it has another meaning such that the brand itself provides psychological satisfaction and trustworthiness. Hereupon, this study intends to foresee changes in the trend of the consumer market of the 21s1 century, to ,outlook the trend of the consumer market along with study of power brand strategies, and to pursue creative strategies for power brand.

• Asia Marketing Journal
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• v.10 no.3
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• pp.103-125
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• 2008

After having changed its corporate brand from LG Fire & Marine Insurance to LIG Non-life Insurance in 2006, LIG Insurance has successfully built the corporate image as the leading insurance financial group by engaging in extensive corporate social responsibility activities. LIG, as 'a partner for sharing precious moments of life', intended to provide customers a new value of an insurance by building up the new corporate brand. It established three values to be shared internally. First was to instill a brand value orientation within the organization. Second, the firm identified the brand's value to be delivered to the customers. Third, they defined the image objective to be communicated to them. Based on these set of objectives, the company designed and implemented an integrated marketing communication(IMC) strategy over several years. The result was a successful transition to the new corporate brand name.

• Journal of Service Research and Studies
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• v.12 no.4
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• pp.30-49
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• 2022

Recently, as the transition to the untact era due to COVID-19 accelerates, non-face-to-face and non-contact practices have become commonplace, and the OTT (Over-The-Top) service market that provides media content such as movies and broadcast programs through the open Internet is largely expanded and it is receiving great attention from the MZ generation, who are familiar with digital devices and environments. In this study, the effects of OTT service characteristics on MZ generation users' flow, satisfaction and brand loyalty were examined, focusing on Netflix users, one of the representative OTT service brands. In order to carry out this study, a total of 216 people who have used the Netflix OTT service platform were empirically verified by using the survey data of those who have used it for analysis. As a result of the analysis, it was found that among the characteristics of OTT service, contents diversity, convenience, and reliability had a positive (+) effect on flow. Also, flow has a positive (+) effect on satisfaction, and satisfaction has a positive (+) effect on brand loyalty. However, among the characteristics of the OTT service, the recommended service did not have a positive (+) effect on the flow, and the flow did not have a direct positive (+) effect on the brand loyalty. Flow had a positive (+) effect on the brand loyalty through satisfaction. Through this study, it is expected that the market revitalization of the OTT service-related industry and the increasing number of OTT service brands will be able to contribute to the establishment of marketing strategies for the MZ generation consumers, and to provide practical implications.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.6
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• pp.1004-1022
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• 2022

This study seeks to investigate K-fashion's external image by examining the trends in global media reporting. It applies Dynamic Topic Modeling (DTM), which captures the evolution of topics in a sequentially organized corpus of documents, and consists of text preprocessing, the determination of the number of topics, and a timeseries analysis of the probability distribution of words within topics. The data set comprised 551 online media articles on 'Korean fashion' or 'K-fashion' published on Google News between 2010 and 2021. The analysis identifies seven topics: 'brand look and style,' 'lifestyle,' 'traditional style,' 'Seoul Fashion Week (SFW) event,' 'model size,' 'K-pop,' and 'fashion market,' as well as annual topic proportion trends. It also explores annual word changes within the topic and indicates increasing and decreasing word patterns. In most topics, the probability distribution of the word 'brand' is confirmed to be on the increase, while 'digital,' 'platform,' and 'virtual' have been newly created in the 'SFW event' topic. Moreover, this study confirms the transition of each K-fashion topic over the past 12 years, along with various factors related to Hallyu content, traditional culture, government support, and digital technology innovation.

• Journal of Digital Convergence
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• v.16 no.8
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• pp.161-167
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• 2018

The purpose of this study is to investigate how the advertising campaign is spreading in social networks, and how the advertising model plays an important role in advertisement diffusion. In order to grasp the diffusion patterns of advertising, a text mining and social network analysis were conducted using the beer brand 'Kloud' as a collection keyword. After analyzing the social data for two months since the on-air of 'Good Body' advertisement, which was the first ad that "Sulhyun" appeared in. After the launch of the ad, Kloud has been mainly associated with keywords such as 'yavis & trendy style', 'beer brand', 'beer matching food', 'luxury beer drinking place', 'leisure trend', and 'SNS activity', etc. In addition, "Sul Hyun" also showed that an advertising model contributes to the spread of advertisement on social media in terms of image transition as well as brand's name and unique selling point.

• Korean Journal of Human Ecology
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• v.14 no.6
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• pp.1047-1058
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• 2005

The objective of this research is an investigation and analysis of life style and preference trend for dwelling for 450 university students. The major findings are as follows: (1) The life style is classified into 3 categories according to the priority of fashion and privacy, brand and social relationship, and family and domesticity. Women give priority to fashion and privacy as well as family and domesticity than men do. (2) Dwelling awareness is grouped into 3; one for pursuing the value of asset, another with the inclination to residential transition and the other for preferring for a detached house. Women have a stronger inclination to the economical value of house and prefers to live in the big city than men do. (3) As a factor affecting the dwelling preference, men give priority to the exterior condition such as environment, but women do the interior condition like the size of house. Men and Women showed various preferences for housing style such as detached house, villa, apartment and commercial complex dwelling, which is accord with the present housing style.

• Korean Institute of Interior Design Journal
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• v.20 no.6
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• pp.244-253
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• 2011

Due to the development of modern society, desire for residence is not merely for the purpose of habitation. It's also used to represent the joy of living, the resident's emotional expressions, and social status. In order to express such desires, one of the most important factors used to portray them visually is the usage of color. When apartments are constructed, model houses are created to show potential tenants a sample house. The color scheme of those sample houses have been changed in accordance to the transition in the eras. Since 2000, construction companies have created their own apartment brand in order to create their own signature image. To achieve this signature image, one can alter the surface level and use other materials, and colors. I have researched the usage of colors out of the above. The criteria that need to be fulfilled to be a subject for my research are in the top 5 construction companies of the year 2010, within the metropolitan area, and open after 2009. As the result, all construction companies used colors Y and YR. An as accent colors on props such furniture and curtains, they used colors P, PB, and R. They were differences in color tones in each construction company and as the square footage increase, they used color contrasts. Hillstate and Raemian used darker shades in the larger houses. But the color tones YR and Y were used in all houses regardless of their size. E-world, Xi, and Prugio showed differences in shade and tone of colors regardless of size but rather depending on the locations of the apartments.

• International journal of advanced smart convergence
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• v.10 no.4
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• pp.66-71
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• 2021

In this paper, we sought ways to accept and reject advertisements using the function of a smartphone gyro sensor to enable selective transmission and reception of YouTube advertisements by linking the gyro function of mobile phones. In the case of YouTube advertisements, the skip button is activated after the advertisement is played for a certain period of time (about 5 seconds) before and after the video is played. During the time the advertisement is maintained, it can be used to achieve various goals such as increased website traffic, brand awareness, and sales induction. Since this type of advertisement is not a setting in which the transition takes place immediately, it can be seen as the most suitable setting to strengthen brand awareness. However, due to the nature of the YouTube advertising system, it is often discarded through users' skipping behavior in the process of sharing and reproducing information. Therefore, in this paper, we implemented an optional advertisement transmission system that applies the principle of gyroscope to minimize wasted advertisements and selectively maintain desired advertisements in consideration of the transmission and reception aspects of advertisement broadcasts. It measures rotational repulsive force with directional stability and car wash characteristics, and uses algorithms to identify the slope and angular speed of mobile phones to ensure that advertisements are transmitted and received. Through this, it is expected that advertisement transmission can be performed on the side of an advertisement provider, and selective advertisement reception can be performed on the side of a user.

• Journal of Korean Institute of Industrial Engineers
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• v.24 no.2
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• pp.261-278
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• 1998

The paper represented the lower extremity muscle model as four rigid-body segments: trunk, shank, and foot. We transformed their tibial data into our shank data by rotating their tibial X and Y axes by 5.483 degrees, so the revised coordinate data used to translating the origin of their tibial reference frame to our shank reference frame. According to weight of subject, physiological cross-setional area(PCSA) of each lower extremity muscle was calculated by scaling those data by Brand. The objectives of this paper are to investigate the variations of the recruitment patterns of the lower extremity muscles, and to analyze the changes of the role assigned to each muscle during the seated foot operation. For exertion levels, the transition point of type F motor unit of each muscle is inferred by analyzing the electromyogram at the seated postures. Also, for predetermined seated foot operations exertion levels, the recruitment pattern and the changes of the role assigned are identified in the continuous exertion, by analyzing the electromyogram changes due to the accumulated muscle fatigue. This study can be used to design and to assess the pedals and foot-related equipments design.

• The Research Journal of the Costume Culture
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• v.26 no.6
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• pp.888-898
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• 2018

The purpose of this study was to review and establish the two concepts of art film and artistic expression in Prada fashion films, through a literature review of domestic and international case studies, as a form of luxury branded content, Prada fashion films are considered to artistic film genre. For the study, aesthetic expression in art films as discussed in the previous research was divided into four types. The study method was to review fashion / art films from the founding of YouTube, specially, works that used digital images from Thunder Perfect Mind, which was introduced in Prada in 2005, to Nylon Farm in 2018, stylistic features were searched by film. In addition, for this study, fashion film was analyzed based on the typology of art films. The following conclusions regarding artistic expression were drawn from this study : First, the Prada fashion films represent a transition to advanced art through a conceptual approach. Second, the causal relationships personality psychology can be cited through the disturbed and fragmented narrative lines. Third, the films help people identity Prada's aesthetics by humanizing the luxury brand. Fourth, the films are a feature of serialization.