• Asia Marketing Journal
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• v.15 no.3
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• pp.97-115
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• 2013

This paper was motivated by two gaps in the extant literature on brand portfolio planning. First, research has shown that, as the number of products connected to a brand increases, the extended product receives more favorable evaluations. However, this result was obtained by comparing two brands with different number of products while controlling the brands' breadths. Hence one may question if the above result would hold when the brand is narrow as well as broad. Second, the literature has investigated the effect of brand breadth on the perceived fit and evaluations of an extended product within a relatively limited range ("narrow vs. broad") and not considered the case of a "very broad" brand. To address these gaps, we propose two hypotheses: 1) the effects of the number of products associated with a brand on the perceived fit and evaluations of a moderately far brand extension are moderated by the brand's breadth (H1); and 2) the relationship between a brand's breadth and a moderately far extension's perceived fit and evaluations looks like an inverse-U shape (H2). Study 1 was conducted to test H1. Study 1 employed a 2 × 2 within-subjects design in which the first factor was the number of products (small (2) or large (5)), and the second factor was brand breadth (narrow or broad). We measured brand breadth as the perceived similarity among products associated with a brand. Participants provided the perceived fit and evaluations of an extended product. Study 2 was conducted to test H2 as well as to replicate Study 1 in a more general setting and with different products. It employed a 2 × 3 within-subjects design, in which the first factor was the number of products (small (2) or large (5)), and the second factor was brand breadth (narrow, broad, or very broad). The results from two experiments support both hypotheses. This paper contributes to the literature on brand extensions in two ways. First, it broadens our understanding of the effects of product number and brand breadth on extended product evaluations by considering the two factors jointly. Second, we believe this study to be the first to present evidence that brand breadth can exert an inverted U-shape effect on the perceived fit and evaluations of an extended product. The results also offer implications for marketers. First, marketers should heed the finding that adding similar products to a narrow brand does not help the brand's extension launch. Second, the finding that the relationship between brand breadth and extended product evaluations might not be linear provides practical implications. While a narrow brand should not keep launching close extensions, nor should a broad brand continue producing far extensions to broaden its breadth. A firm with a broad corporate or family brand might want to consider introducing a new brand instead of adding dissimilar products under the brand umbrella.

• Journal of Applied Biological Chemistry
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• v.66
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• pp.467-476
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• 2023

Schisandra chinensis (S. chinensis) is a deciduous broad-leaved cave plant belonging to the Schisandraceae family and is widely distributed in East Asia including Korea, Japan, China, and Taiwan. It has been reported that the main components contained in S. chinensis include lignan compounds and triterpenoid compounds. To distinguish the characteristics of S. chinensis by production region of Korea, a discriminant was established by performing metabolite profiling and principal component analysis, a multivariate statistical analysis technique. As a result, 16 types of triterpenoids, 9 types of lignan, and 1 type each of flavonoid, phenylpropanoid, and fatty acid were identified. In addition, through multivariate statistical analysis, it was confirmed that the four groups in Danyang, Moongyeong, Geochang, and Pyeongchang were divided, by applying the s-plot model of orthogonal partial least squares discriminant analysis. Biomarkers were identified: lanostane, cycloartane, schiartane triterpenoid, and dibenzocyclo-octadiene lignan were identified as chemical markers, respectively.

• Korean Journal of Computational Design and Engineering
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• v.1 no.3
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• pp.203-214
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• 1996

An information sharing system, namely World Design View, is developed for browsing product design data on the World Wide Web environment. For the last few years information sharing has been rapidly emerging as an important research issue in the areas of concurrent engineering, product data management, virtual manufacturing, and so on. Since we are mainly concerned with product development, the key information that needs be communicated and shared is product data. The developed system puts the major advantages of STEP, OODB, and VRML together. The STEP standard provides a consistent data exchange format and application interfaces among different CAD/CAM systems. OODB is efficient and effective in dealing with complex data structures often found in engineering applications. Virtual worlds for 3-D product models can be created by VRML which is networked via the global Internet and hyperlinked with WWW. The World Design View system can support for members of virtual design teams, possibly distributed all over the world, to share 3-D shape information quickly and easily.

• Proceedings of the Korean Reliability Society Conference
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• 2001.06a
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• pp.376-383
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• 2001

This study reviewed the national standards for risk management to judge whether they are suitable for a product safety management program. Among the standards issued from Australia, New Zealand, Canada, Japan, and UK, the risk management guideline (AS/NZS 4360: 2000) issued jointly from both Australia and New Zealand have better features of product safety management program such as a broad definition of risk concept including opportunities of loss and gain, stepwise composition of processes applicable iteratively, and integrable composition of processes for the existing other management practice. Comparing the three product safety management programs suggested by several authors yielded common features of product safety management program model: (1) organization for product safety, (2) risk identification, (3) risk evaluation, (4) risk treatment, (5) monitoring/communication, and (6) documentation. All of these activities can be performed within risk management framework.

• Journal of the Korea Fashion and Costume Design Association
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• v.4 no.1
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• pp.19-33
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• 2002

Consumer involvement is one of the most important concepts in target marketing. Marketing managers seeking repeat business and a long term relationship with their consumers must understand the process underlying product evaluation. Therefore, the objective of this study was to find out the relationships between consumer involvement and product performance. Judgement sampling method through survey was utilized to collect the data and the subjects were 614 university students. Factor analysis, reliability test, and regression were used to analyze the data. The research results showed that there were three dimensions of product performance, so called, ‘aesthetic’, ‘utilitarian’, and ‘socio-interactive’. Consumer involvement was positively related to all dimensions of product performance. Understanding of the relationship between consumer involvement and product performance would contribute to build useful marketing strategies.

• Natural Product Sciences
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• v.23 no.2
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• pp.146-150
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• 2017

Alnus sibirica (AS) geographically distributes in Korea, Japan, Northeast China and Russia. The bark of this plant had been used for antipyretic, expectorant, anti-phlogistic, antitussive, anti-asthmatic and as a health tea for alcoholism. Recently, we studied various biological activities of AS and the isolated diarylheptanoid. In present study, we conducted fermentation of AS (FAS) and isolated two diarylheptanoid (hirsutenone and muricarpone B). Moreover, we established the validation and contents determinations of the two compounds by HPLC on FAS.

• Proceedings of the Korean Operations and Management Science Society Conference
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• 2004.05a
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• pp.245-248
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• 2004

It is certain that the future manufacturing environment will be network-centric and spatially distributed based on Internet. Today, wide variety of distributed computing and communication technologies are available for implementing a system for product data exchange and sharing. One of the technologies that have been received most attentions for product data exchange and sharing is Product Data Management (PDM). PDM tries to integrate and manage process of data and technical documents that are connected to physical product components. In accordance to previous researches about PDM, it can be regarded as an integration tool of many different areas, which ensures that the right information is available to the right person at the right time and in the right form throughout the enterprise. PDM with Web-enabled CAD system is proposed in this paper in order to acknowledge the usefulness of the system mentioned. The system will use Web service on Visual Studio C#.Net to invoke the web application system.

• Bulletin of the Korean Mathematical Society
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• v.48 no.3
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• pp.601-609
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• 2011

Tensor product immersions of a given Riemannian manifold was initiated by B.-Y. Chen. In the present article we study the tensor product surfaces of two Euclidean plane curves. We show that a tensor product surface M of a plane circle $c_1$ centered at origin with an Euclidean planar curve $c_2$ has harmonic Gauss map if and only if M is a part of a plane. Further, we give necessary and sufficient conditions for a tensor product surface M of a plane circle $c_1$ centered at origin with an Euclidean planar curve $c_2$ to have pointwise 1-type Gauss map.

• Bulletin of the Korean Mathematical Society
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• v.42 no.1
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• pp.5-15
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• 2005

The conharmonic transformation is a conformal trans-formation which satisfies a specified differential equation. Such a transformation was defined by Y. Ishii and we have generalized his results. Twisted product space is a generalized warped product space with a warping function defined on a whole space. In this paper, we partially classified the twisted product space and obtain a sufficient condition for a twisted product space to be locally Riemannian products.

• Korean Journal of Computational Design and Engineering
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• v.4 no.3
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• pp.238-246
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• 1999

The modeling method to support product development processes (PDP) must have certain characteristics including the ability to represent multiple viewpoints of the product development and integrate with currently available analysis and design methods based on CE concept. This paper describes the reference model to support multiple viewpoints (PPO: Products, Processes, and Organizations/Resources viewpoints) of the product development processes, from which each model (Products model, Processes model, and Organizations/Resources model) can be extracted, as well as produces PPO data schema. This reference model has associative relationships among the products, processes, and organizations/resources. To allow the extensibility to support design evolution, we propose structured dat representation methods using semantic network, which can be constructed through first-order logic. The product development processes is so represented by specifying entities and semantic relationships among them hat he appropriate information can be accessed and all of the relevant attributes about the entities can be retrieved simultaneously.