• Asia pacific journal of information systems
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• v.18 no.4
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• pp.105-130
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• 2008

Consumers of e-learning market differ from those of other markets in that they are replaced in a specific time scale. For example, e-learning contents aimed at highschool senior students cannot be consumed by a specific consumer over the designated period of time. Hence e-learning service providers need to attract new groups of students every year. Due to lack of information on products designed for continuously emerging consumers, the consumers face difficulties in making rational decisions in a short time period. Increased uncertainty of product purchase leads customers to herding behaviors to obtain information of the product from others and imitate them. Taking into consideration of these features of e-learning market, this study will focus on the online herding behavior in purchasing e-learning contents. There is no definite concept for e-learning. However, it is being discussed in a wide range of perspectives from educational engineering to management to e-business etc. Based upon the existing studies, we identify two main view-points regarding e-learning. The first defines e-learning as a concept that includes existing terminologies, such as CBT (Computer Based Training), WBT (Web Based Training), and IBT (Internet Based Training). In this view, e-learning utilizes IT in order to support professors and a part of or entire education systems. In the second perspective, e-learning is defined as the usage of Internet technology to deliver diverse intelligence and achievement enhancing solutions. In other words, only the educations that are done through the Internet and network can be classified as e-learning. We take the second definition of e-learning for our working definition. The main goal of this study is to investigate what factors affect consumer intention to purchase e-learning contents and to identify the differential impact of the factors between consumers with purchase experience and those without the experience. To accomplish the goal of this study, it focuses on herding behavior and perceived usefulness as antecedents to behavioral intention. The proposed research model in the study extends the Technology Acceptance Model by adding herding behavior and usability to take into account the unique characteristics of e-learning content market and e-learning systems use, respectively. The current study also includes consumer experience with e-learning content purchase because the previous experience is believed to affect purchasing intention when consumers buy experience goods or services. Previous studies on e-learning did not consider the characteristics of e-learning contents market and the differential impact of consumer experience on the relationship between the antecedents and behavioral intention, which is the target of this study. This study employs a survey method to empirically test the proposed research model. A survey questionnaire was developed and distributed to 629 informants. 528 responses were collected, which consist of potential customer group (n = 133) and experienced customer group (n = 395). The data were analyzed using PLS method, a structural equation modeling method. Overall, both herding behavior and perceived usefulness influence consumer intention to purchase e-learning contents. In detail, in the case of potential customer group, herding behavior has stronger effect on purchase intention than does perceived usefulness. However, in the case of shopping-experienced customer group, perceived usefulness has stronger effect than does herding behavior. In sum, the results of the analysis show that with regard to purchasing experience, perceived usefulness and herding behavior had differential effects upon the purchase of e-learning contents. As a follow-up analysis, the interaction effects of the number of purchase transaction and herding behavior/perceived usefulness on purchase intention were investigated. The results show that there are no interaction effects. This study contributes to the literature in a couple of ways. From a theoretical perspective, this study examined and showed evidence that the characteristics of e-learning market such as continuous renewal of consumers and thus high uncertainty and individual experiences are important factors to be considered when the purchase intention of e-learning content is studied. This study can be used as a basis for future studies on e-learning success. From a practical perspective, this study provides several important implications on what types of marketing strategies e-learning companies need to build. The bottom lines of these strategies include target group attraction, word-of-mouth management, enhancement of web site usability quality, etc. The limitations of this study are also discussed for future studies.

• Journal of The Korean Association For Science Education
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• v.35 no.2
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• pp.217-229
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• 2015

In this study, we explored the development of scientific model through the social-construction process on "combustion." Students were 8th graders from one middle school class. Each student engaged in small group discussions three times and made a group model on combustion. Discourses between peers and teacher were videotaped, audiotaped, and transcribed. The results show that the small groups constructed an initial concept: 'Conditions of combustion', which they then evaluated and revised the initial concept through combustion experiment. Following the discussions, some small groups evaluated their model and made a revised model. Then, the small groups compared various models and constructed a scientific model through consensus within the small group and as a whole class. Finally, students kept revising their model to 'Burning needs oxygen.' This tells us that the social construction process of scientific model made a meaningful role to build scientific model through diverse discussion between the students and their teacher, although they have had some difficult process to reach the final consensus. The data also showed some group features: the members were open to other's ideas. They analyzed the differences between their own ideas from others and revised their model after the whole class discussion. Lastly, they showed the tendency to make a good use of teacher's guidance. This study implies the importance of having social interaction process for students to understand the scientific model and learn the nature of scientific inquiry in class.

• Journal of Korean Tunnelling and Underground Space Association
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• v.25 no.4
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• pp.305-330
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• 2023

Unlike NATM tunnels, Shield TBM tunnels have split linings. Therefore, the stress distribution of the lining is different even if the lining is under the same load. Representative methods for analyzing the stress generated in lining in Shield TBM tunnels include Non-joint Mode that does not consider connections and a 2-ring beam-spring model that considers ring-to-ring joints and segment connections. This study is an analysis method by Break-joint Mode. However, we do not consider the structural role of segment lining connections. The effectiveness of the modeling is verified by analyzing behavioral characteristics against vibration loads by modeling with segment connection interfaces to which vertical stiffness and shear stiffness, which are friction components, are applied. Unlike the Non-joint mode, where the greatest stress occurs on the crown for static loads such as earth pressure, the stress distribution caused by contact between segment lining and friction stiffness produced the smallest stress in the crown key segment where segment connections were concentrated. The stress distribution was clearly distinguished based on segment connections. The results of static analysis by earth pressure, etc., produced up to seven times the stress generated in Non-joint mode compared to the stress generated by Break-joint Mode. This result is consistent with the stress distribution pattern of the 2-ring beam-spring model. However, as for the stress value for the train vibration load, the stress of Break-joint Mode was greater than that of Non-joint mode. This is a different result from the static mechanics concept that a segment ring consisting of a combination of short members is integrated in the circumferential direction, resulting in a smaller stress than Non-joint mode with a relatively longer member length.

• 한국노년학
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• v.30 no.4
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• pp.1359-1375
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• 2010

Expecting the expansion of the elderly population under long-term home care with the coming of the aged society, this study purposed to propose a prevention and self-reliance support model and to get practical implications for minimizing dependency on care benefits and enhancing the effectiveness of prevention and self-reliance support. Research methods employed for this study were: first, reviewing theoretical literature for clarifying the concept of prevention and self-reliance support in providing long-term care benefits for the elderly; second, identifying factors hindering prevention and self-reliance support through analyzing standard long-term care use plans and documents related to long-term care benefits at elderly welfare centers to which the research subjects belonged; and third, surveying care benefit users on factors hindering their use of prevention and self-reliance support and their needs in the use of care benefits. Based on the results of the three types of qualitative research, we proposed directions for prevention and self-reliance support modeling and suggested practical implications for enhancing the effectiveness of prevention and self-reliance support. For this study, we collected documentary materials and conducted in-depth interviews with the participants with the consents and cooperation of managers and professional social workers at day care centers and elderly welfare centers in D City. According to the results of this study, literature review suggested that long-term care prevention and self-reliance support should be provided in a way of 'strengthening user-centered support systems,' which support elderly long-term care beneficiaries' right to lead a life as the subject of their own life. Document analysis found the absence of benefits related to health and medicine and lack of social support systems for prevention and self-reliance support, and the results of in-depth interviews suggested the necessity to strengthen services related to elderly long-term care beneficiaries' prevention and self-reliance, and the keen needs of the long-term care elders for prevention and self-reliance included: ① loneliness, anxiety, fear; ② missing for and worry about children and people; ③ moving, outing; ④ health and medical services, rehabilitation programs; ⑤ desire to use day care; ⑥ inconvenience of house structure; ⑦desire for meal menus; and ⑧ the occurrence of disuse syndrome. Based on these results, we suggested the base of prevention and self-reliance support modeling with three axes: ① strengthening user-centered support systems; ② strengthening support systems connected to health and medicine; and ③ strengthening social support systems.

• Journal of Intelligence and Information Systems
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• v.25 no.2
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• pp.141-166
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• 2019

Recently, channels like social media and SNS create enormous amount of data. In all kinds of data, portions of unstructured data which represented as text data has increased geometrically. But there are some difficulties to check all text data, so it is important to access those data rapidly and grasp key points of text. Due to needs of efficient understanding, many studies about text summarization for handling and using tremendous amounts of text data have been proposed. Especially, a lot of summarization methods using machine learning and artificial intelligence algorithms have been proposed lately to generate summary objectively and effectively which called "automatic summarization". However almost text summarization methods proposed up to date construct summary focused on frequency of contents in original documents. Those summaries have a limitation for contain small-weight subjects that mentioned less in original text. If summaries include contents with only major subject, bias occurs and it causes loss of information so that it is hard to ascertain every subject documents have. To avoid those bias, it is possible to summarize in point of balance between topics document have so all subject in document can be ascertained, but still unbalance of distribution between those subjects remains. To retain balance of subjects in summary, it is necessary to consider proportion of every subject documents originally have and also allocate the portion of subjects equally so that even sentences of minor subjects can be included in summary sufficiently. In this study, we propose "subject-balanced" text summarization method that procure balance between all subjects and minimize omission of low-frequency subjects. For subject-balanced summary, we use two concept of summary evaluation metrics "completeness" and "succinctness". Completeness is the feature that summary should include contents of original documents fully and succinctness means summary has minimum duplication with contents in itself. Proposed method has 3-phases for summarization. First phase is constructing subject term dictionaries. Topic modeling is used for calculating topic-term weight which indicates degrees that each terms are related to each topic. From derived weight, it is possible to figure out highly related terms for every topic and subjects of documents can be found from various topic composed similar meaning terms. And then, few terms are selected which represent subject well. In this method, it is called "seed terms". However, those terms are too small to explain each subject enough, so sufficient similar terms with seed terms are needed for well-constructed subject dictionary. Word2Vec is used for word expansion, finds similar terms with seed terms. Word vectors are created after Word2Vec modeling, and from those vectors, similarity between all terms can be derived by using cosine-similarity. Higher cosine similarity between two terms calculated, higher relationship between two terms defined. So terms that have high similarity values with seed terms for each subjects are selected and filtering those expanded terms subject dictionary is finally constructed. Next phase is allocating subjects to every sentences which original documents have. To grasp contents of all sentences first, frequency analysis is conducted with specific terms that subject dictionaries compose. TF-IDF weight of each subjects are calculated after frequency analysis, and it is possible to figure out how much sentences are explaining about each subjects. However, TF-IDF weight has limitation that the weight can be increased infinitely, so by normalizing TF-IDF weights for every subject sentences have, all values are changed to 0 to 1 values. Then allocating subject for every sentences with maximum TF-IDF weight between all subjects, sentence group are constructed for each subjects finally. Last phase is summary generation parts. Sen2Vec is used to figure out similarity between subject-sentences, and similarity matrix can be formed. By repetitive sentences selecting, it is possible to generate summary that include contents of original documents fully and minimize duplication in summary itself. For evaluation of proposed method, 50,000 reviews of TripAdvisor are used for constructing subject dictionaries and 23,087 reviews are used for generating summary. Also comparison between proposed method summary and frequency-based summary is performed and as a result, it is verified that summary from proposed method can retain balance of all subject more which documents originally have.

• Korean small business review
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• v.33 no.4
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• pp.77-93
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• 2011

Since 2000, the employment rate of small and medium enterprises (SMEs) has dwindled while the creation of new jobs and the emergence of healthy SMEs have been stagnant. The fundamental reason for these symptoms is that the economic structure is disadvantageous to SMEs. In particular, the greater gap between SMEs and large enterprises has resulted in polarization, and the resulting imbalance has become the largest obstacle to improving SMEs' competitiveness. For example, the total productivity has continued to drop, and the average productivity of SMEs is now merely 30% of that of large enterprises, and the average wage of SMEs' employees is only 53% of that of large enterprises. Along with polarization, rapid industrialization has also caused anti-enterprise consensus, the collapse of the middle class, hostility towards establishments, and other aftereffects. The general consensus is that unless these problems are solved, South Korea will not become an advanced country. Especially, South Korea is now facing issues that need urgent measures, such as the decline of its economic growth, the worsening distribution of profits, and the increased external volatility. Recognizing such negative trends, the MB administration proposed a win-win growth policy and recently introduced a new national value called "ecosystemic development." As the terms in such policy agenda are similar, however, the conceptual differences among such terms must first be fully understood. Therefore, in this study, the concepts of win-win growth policy and ecosystemic development, and the need for them, were surveyed, and their differences from and similarities with other policy concepts like win-win cooperation and symbiotic development were examined. Based on the results of the survey and examination, the study introduced a South Korean model of win-win growth, targeting the promotion of a sound balance between large enterprises and SMEs and an innovative ecosystem, and finally, proposing future policy tasks. Win-win growth is not an academic term but a policy term. Thus, it is less advisable to give a theoretical definition of it than to understand its concept based on its objective and method as a policy. The core of the MB administration's win-win growth policy is the creation of a partnership between key economic subjects such as large enterprises and SMEs based on each subject's differentiated capacity, and such economic subjects' joint promotion of growth opportunities. Its objective is to contribute to the establishment of an advanced capitalistic system by securing the sustainability of the South Korean economy. Such win-win growth policy includes three core concepts. The first concept, ecosystem, is that win-win growth should be understood from the viewpoint of an industrial ecosystem and should be pursued by overcoming the issues of specific enterprises. An enterprise is not an independent entity but a social entity, meaning it exists in relationship with the society (Drucker, 2011). The second concept, balance, points to the fact that an effort should be made to establish a systemic and social infrastructure for a healthy balance in the industry. The social system and infrastructure should be established in such a way as to create a balance between short- term needs and long-term sustainability, between freedom and responsibility, and between profitability and social obligations. Finally, the third concept is the behavioral change of economic entities. The win-win growth policy is not merely about simple transactional relationships or determining reasonable prices but more about the need for a behavior change on the part of economic entities, without which the objectives of the policy cannot be achieved. Various advanced countries have developed different win-win growth models based on their respective cultures and economic-development stages. Japan, whose culture is characterized by a relatively high level of group-centered trust, has developed a productivity improvement model based on such culture, whereas the U.S., which has a highly developed system of market capitalism, has developed a system that instigates or promotes market-oriented technological innovation. Unlike Japan or the U.S., Europe, a late starter, has not fully developed a trust-based culture or market capitalism and thus often uses a policy-led model based on which the government leads the improvement of productivity and promotes technological innovation. By modeling successful cases from these advanced countries, South Korea can establish its unique win-win growth system. For this, it needs to determine the method and tasks that suit its circumstances by examining the prerequisites for its success as well as the strengths and weaknesses of each advanced country. This paper proposes a South Korean model of win-win growth, whose objective is to upgrade the country's low-trust-level-based industrial structure, in which large enterprises and SMEs depend only on independent survival strategies, to a high-trust-level-based social ecosystem, in which large enterprises and SMEs develop a cooperative relationship as partners. Based on this objective, the model proposes the establishment of a sound balance of systems and infrastructure between large enterprises and SMEs, and to form a crenovative social ecosystem. The South Korean model of win-win growth consists of three axes: utilization of the South Koreans' potential, which creates community-oriented energy; fusion-style improvement of various control and self-regulated systems for establishing a high-trust-level-oriented social infrastructure; and behavioral change on the part of enterprises in terms of putting an end to their unfair business activities and promoting future-oriented cooperative relationships. This system will establish a dynamic industrial ecosystem that will generate creative energy and will thus contribute to the realization of a sustainable economy in the 21st century. The South Korean model of win-win growth should pursue community-based self-regulation, which promotes the power of efficiency and competition that is fundamentally being pursued by capitalism while at the same time seeking the value of society and community. Already existing in Korea's traditional roots, such objectives have become the bases of the Shinbaram culture, characterized by the South Koreans' spontaneity, creativity, and optimism. In the process of a community's gradual improvement of its rules and procedures, the trust among the community members increases, and the "social capital" that guarantees the successful control of shared resources can be established (Ostrom, 2010). This basic ideal can help reduce the gap between large enterprises and SMEs, alleviating the South Koreans' victim mentality in the face of competition and the open-door policy, and creating crenovative corporate competitiveness. The win-win growth policy emerged for the purpose of addressing the polarization and imbalance structure resulting from the evolution of 21st-century capitalism. It simultaneously pursues efficiency and fairness on one hand and economic and community values on the other, and aims to foster efficient interaction between the market and the government. This policy, however, is also evolving. The win-win growth policy can be considered an extension of the win-win cooperation that the past 'Participatory Government' promoted at the enterprise management level to the level of systems and culture. Also, the ecosystemic development agendum that has recently emerged is a further extension that has been presented as a national ideal of "a new development model that promotes the co-advancement of environmental conservation, growth, economic development, social integration, and national and individual development."

• Journal of the Korean Society of Food Science and Nutrition
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• v.39 no.12
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• pp.1880-1892
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• 2010

The purposes of this study were to: a) provide evidence concerning the effects of emotional intelligence on job outcomes, b) examine the impacts of emotional intelligence on employee-related variables such as 'job satisfaction', 'organizational commitment', 'organizational performance', and 'turnover intention' c) identify the conceptual framework underlying emotional intelligence. A survey was conducted to collect data from foodservice managers (N=231). Statistical analyses were completed using SPSS Win (16.0) for descriptive analysis, reliability analysis, factor analysis, t-test, correlation analysis, cluster analysis and AMOS (16.0) for confirmatory factor analysis and structural equation modeling. The concept of emotional intelligence (EI) has been on the radar screens of many leaders and managers over the last several decades. The emotional intelligence is generally accepted to be a combination of emotional and interpersonal competencies that influence behavior, thinking and interaction with others. The main results of this study were as follows. The four EI (Emotional Intelligence) dimensions correlated significantly with age. The means of job satisfaction score were above the midpoint (3.04 point) scale. The organizational commitment score was above the midpoint (3.41 point) scale and was higher at 'loyalty' factor than 'commitment' factor. The means of organizational performance score were above the midpoint (3.34) scale. The correlations among the four EI (emotional intelligence) factors were significant with job satisfaction; organizational commitment, organizational performance and turnover intention. The test of hypothesis using structural equation modeling found that emotional intelligence produced positive effects on job attitude and job performance. Emotional intelligence enhanced organizational commitment, and in turn, managers' attitude produced positive effects on organizational performance; emotional intelligence also had a direct impact on organizational performance. This study has identified the effect of emotional intelligence on organizational performance and attitudes toward one's job.

• Journal of Intelligence and Information Systems
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• v.24 no.2
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• pp.125-148
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• 2018

Recently, as the demand for big data analysis increases, cases of analyzing unstructured data and using the results are also increasing. Among the various types of unstructured data, text is used as a means of communicating information in almost all fields. In addition, many analysts are interested in the amount of data is very large and relatively easy to collect compared to other unstructured and structured data. Among the various text analysis applications, document classification which classifies documents into predetermined categories, topic modeling which extracts major topics from a large number of documents, sentimental analysis or opinion mining that identifies emotions or opinions contained in texts, and Text Summarization which summarize the main contents from one document or several documents have been actively studied. Especially, the text summarization technique is actively applied in the business through the news summary service, the privacy policy summary service, ect. In addition, much research has been done in academia in accordance with the extraction approach which provides the main elements of the document selectively and the abstraction approach which extracts the elements of the document and composes new sentences by combining them. However, the technique of evaluating the quality of automatically summarized documents has not made much progress compared to the technique of automatic text summarization. Most of existing studies dealing with the quality evaluation of summarization were carried out manual summarization of document, using them as reference documents, and measuring the similarity between the automatic summary and reference document. Specifically, automatic summarization is performed through various techniques from full text, and comparison with reference document, which is an ideal summary document, is performed for measuring the quality of automatic summarization. Reference documents are provided in two major ways, the most common way is manual summarization, in which a person creates an ideal summary by hand. Since this method requires human intervention in the process of preparing the summary, it takes a lot of time and cost to write the summary, and there is a limitation that the evaluation result may be different depending on the subject of the summarizer. Therefore, in order to overcome these limitations, attempts have been made to measure the quality of summary documents without human intervention. On the other hand, as a representative attempt to overcome these limitations, a method has been recently devised to reduce the size of the full text and to measure the similarity of the reduced full text and the automatic summary. In this method, the more frequent term in the full text appears in the summary, the better the quality of the summary. However, since summarization essentially means minimizing a lot of content while minimizing content omissions, it is unreasonable to say that a "good summary" based on only frequency always means a "good summary" in its essential meaning. In order to overcome the limitations of this previous study of summarization evaluation, this study proposes an automatic quality evaluation for text summarization method based on the essential meaning of summarization. Specifically, the concept of succinctness is defined as an element indicating how few duplicated contents among the sentences of the summary, and completeness is defined as an element that indicating how few of the contents are not included in the summary. In this paper, we propose a method for automatic quality evaluation of text summarization based on the concepts of succinctness and completeness. In order to evaluate the practical applicability of the proposed methodology, 29,671 sentences were extracted from TripAdvisor 's hotel reviews, summarized the reviews by each hotel and presented the results of the experiments conducted on evaluation of the quality of summaries in accordance to the proposed methodology. It also provides a way to integrate the completeness and succinctness in the trade-off relationship into the F-Score, and propose a method to perform the optimal summarization by changing the threshold of the sentence similarity.

• Communications of Mathematical Education
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• v.25 no.2
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• pp.403-430
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• 2011

The purpose of the study was to investigate how the use of graphing calculators influence on forming students' mathematical concept of algebra, students' mathematical connection, and attitude toward mathematics. First, graphing calculators give instant feedback to students as they make students compare their written answers with the results, which helps students learn equations and linear inequalities for themselves. In respect of quadratic inequalities they help students to correct wrong concepts and understand fundamental concepts, and with regard to functions students can draw graphs more easily using graphing calculators, which means that the difficulty of drawing graphs can not be hindrance to student's learning functions. Moreover students could understand functions intuitively by using graphing calculators and explored math problems volunteerly. As a result, students were able to perceive faster the concepts of functions that they considered difficult and remain the concepts in their mind for a long time. Second, most of students could not think of connection among equations, equalities and functions. However, they could understand the connection among equations, equalities and functions more easily. Additionally students could focus on changing the real life into the algebraic expression by modeling without the fear of calculating, which made students relieve the burden of calculating and realize the usefulness of mathematics through the experience of solving the real-life problems. Third, we identified the change of six students' attitude through preliminary and an ex post facto attitude test. Five of six students came to have positive attitude toward mathematics, but only one student came to have negative attitude. However, all of the students showed positive attitude toward using graphing calculators in math class. That's because they could have more interest in mathematics by the strengthened and visualization of graphing calculators which helped them understand difficult algebraic concepts, which gave them a sense of achievement. Also, students could relieve the burden of calculating and have confidence. In a conclusion, using graphing calculators in algebra and function class has many advantages : formulating mathematics concepts, mathematical connection, and enhancing positive attitude toward mathematics. Therefore we need more research of the effect of using calculators, practical classroom materials, instruction models and assessment tools for graphing calculators. Lastly We need to make the classroom environment more adequate for using graphing calculators in math classes.

• Journal of Global Scholars of Marketing Science
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• v.20 no.1
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• pp.98-109
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• 2010

Research on the construction, measurement, and management of brand equity has been extensive since David A. Aaker(1991) and Kevin Lane Keller(1993) first advanced the concept. Recently, much attention has been devoted to the components of brand equity: brand awareness, perceived quality, brand image, and brand loyalty. This study explores the relationships among these components, focusing particularly on the moderating role of product type (utilitarian vs. hedonic) in their causal relationships. A model to study the relationship among components of brand equity, particularly the moderating role of product type, is featured in Figure 1. The hypotheses of the study are proposed as follows: that consumers' brand awareness has a positive influence on brand loyalty and brand image; that consumers' perceived quality has a positive influence on brand loyalty and brand image; that consumers' brand image influences brand loyalty positively; and that relationships among components of brand equity will be moderated by product type. That is, in the case of utilitarian products, the impact of perceived quality on brand loyalty will be relatively stronger, whereas with hedonic products the impact of brand image on brand loyalty will be relatively stronger. To determine the products for the study, a pre-test of 58 college students in the Seoul metropolitan area was conducted based on the product type scale. As a result, computers were selected as the utilitarian product and blue jeans became the hedonic product. For each product type, two brands were selected: Samsung and HP for computers, and Levis and Nix for blue jeans. In the main study, 237 college students in the metropolitan area were surveyed to measure their brand awareness, perceived quality, brand image, and brand loyalty toward the selected two brands of each product type. The subjects were divided into two groups: one group (121 subjects) for computers, the other (116 subjects) for blue jeans. The survey questionnaires for the study included four parts: five questions on brand awareness and four questions each on perceived quality, brand image, and brand loyalty. All questions were to be answered using 7-point Likert scales. The data collected by the survey were processed to assess reliability and validity, and the causal relationships were analyzed to verify the hypotheses using the AMOS 7 program, a tool for analyzing structural equation modeling. A confirmatory factor analysis assessed the appropriateness of the measurement model, and the fit indices denoted that the model was satisfactory. The relationships among the components of brand equity were also analyzed using AMOS 7. The fit indices of the structural model denoted that it was also satisfactory. The paths in the structural model as will be seen in Figure 2 show that perceived quality affects brand image positively, but that brand awareness does not affect brand image. Moreover, it shows that brand awareness, perceived quality, and brand image are positively related with brand loyalty, and that this relationship is moderated by product type. In the case of utilitarian products, perceived quality has relatively more influence on brand loyalty. Conversely, in the case of hedonic products, brand image has relatively more influence on brand loyalty. The results of this empirical study contribute toward the advancement of our understanding of the relationships among the components of brand equity and expand the theoretical underpinnings for brand equity measurement. It also helps further our understanding of the effect of product type on customer-based brand equity. In a marketing management practice perspective, these results may provide managerial implications for building and maintaining brand equity effectively.