• Asian Journal of Business Environment
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• 제8권4호
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• pp.17-27
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• 2018

Purpose - Current study aimed at investigating the symbolic and evaluation relevance to global luxury brands as the causes of inducing social identity verification, and also explored whether the social identity verification will affect the attitude toward the brands. Research design, data, and methodology - 323 questionaries from Chinese consumers were used to test hypotheses by structural equation model of AMOS 22.0. Results - First, social identity verification positively affected on the brand attitude. Second, both the symbolic relevance and the evaluation relevance positively affected on social identity verification. Third, the mediation roles of social identity verification were identified. Social identity verification played a full mediation role in the effect of the symbolic relevance on the brand attitude, and played a partial mediation role in the effect of the evaluation relevance on the brand attitude. Conclusions - This study could contribute to the advancement of theory concerned with the roles of consumers' social identity verification which induces positive attitude toward the global luxury brands. Global brand managers in China should try to search ways by which consumers can feel both the symbolic relevance and evaluation relevance to their luxury brands, and should make efforts to improve the symbolic relevance and evaluation relevance to their brand.

• The Journal of Asian Finance, Economics and Business
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• 제8권2호
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• pp.513-522
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• 2021

The current research aims to explore which type of identity-based message can be more persuasive for Chinese consumers to form positive restaurant brand attitude based on their cultural orientation, and to examine the roles of brand objective relevance and psychological power state in the persuasive process. The study employs a 2(identity expression focus: warmth vs. competence) × 2(message description manner: identity-defining vs. identity-referencing) × 2(experienced power state: high vs. low) between-subjects design, and conducts an online survey where 240 Chinese participants in total has responded to the questionnaires. SPSS and AMOS programs have been used to examine the hypotheses. The findings suggest that, first, the warmth-focused messages (identity-defining messages) more positively affected Chinese consumers' object relevance than the competence-focused messages (identity-referencing messages); Second, high power-experienced Chinese consumers rather than low power consumers tend to perceive more object relevance at the warmth self-defining messages; Third, brand object relevance revealed a mediation effect in the process of the warmth-focused messages (identity-defining messages) affecting brand attitude. This research offers new insight into the relationships between consumers' cultural orientation, understandings of power, and identity-based consumer behavior, suggesting marketers should take those social influences and consumer diversities into account when developing the message to persuade consumers.

• 산경연구논집
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• 제10권9호
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• pp.25-36
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• 2019

Purpose - Consumers have memories of their past time that they have not experienced. So consumers want to experience the past time and get pleasure through historical contents such as movies or dramas. This is because the re-created the past time sets the identity of the consumers who live today, and in the process, it give consumers emotional comfort. Consumers do not remember and sympathize with all of their historical time. In general, consumers remember the time that their communities are proud of. As s result, historical content is seen as a hero, and through that, consumers can check their identity. Also consumers experience positive emotions such as self-esteem, gratitude and pride through identification with heroes. That is, through historical contents, consumers can identify themselves and replace the current negative emotions with positive ones. Therefore, this study presents narrative identity and historical nostalgia that can affect positive evaluation of historical contents and suggest the factors the can induce such effects. This study was conducted to explain what the consumption effect of historical content is from a marketing perspective and what constitutes a component of historical content as a factor driving this effect. Research design, data, and methodology - This study has developed a questionnaire with 8 Hypotheses. The Films ('Masquerade(2012)', 'Roaring Current(2014)', 'Assassination(2015)', 'The Age of Shadow(2016)') and dramas('Six Flying Dragon(2015-2016)', 'Mr. Sunshine(2018-2019)') were used as experimental contents. 268 college students participated in this empirical study, and structural equation model was used to verify hypotheses. Results - Frist, narrative identity affects positive evaluation of historical contents. Nostalgia affect positive evaluation of historical contents. and narrative identity affects positive response of historical nostalgia. Second, character act relevance, circumstance similarity, and character attractiveness have positive influence upon response of narrative identity. Lastly, empathy for story and vividness of representation have also positive influence upon response of historical nostalgia. Conclusion - This study contributes to the theoretical and managemental development of historical contents. This study shows that narrative identity and historical nostalgia are important for success of historical contents. In order for historical content to be successful, it must manage elements of character act relevance, circumstance similarity, and character attractiveness, empathy for story and vividness of representation.

• Asia Marketing Journal
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• 제12권1호
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• pp.31-50
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• 2010

동조욕구와 차별화욕구라는 상반된 욕구에 의해, 소비자는 타인의 구매선택을 추종하기도 하고 회피하기도 한다. 본 연구는 동조이론과 차별화이론을 사용하여 이러한 현상을 살펴보았다. 특히, 제품유형이나 소비자특성뿐만 아니라, 선택상황(구매상황 혹은 사용상황)도 함께 고려함으로써, 소비자의 제품 선택에 있어서의 사회적 영향에 대한 기존 이론을 확장시켰다. 실험 결과, 정체성 표현과 무관한 제품(예, USB memory stick)의 경우, 사람들은 사용상황에서보다 구매상황에서 동조 행동을 보였다. 하지만, 정체성 표현과 관련된 제품(예, 청바지)의 경우, 소비자가 해당 제품을 정체성 표현과 관련되었다고 지각하는지 여부에 따라 선택상황의 영향이 달라졌다. 즉, 청바지가 자신의 정체성을 표현하는 제품이라고 지각하는 소비자는 사용상황에서는 차별화 행동을 구매상황에서는 동조 행동을 보인 반면, 청바지가 자신의 정체성을 표현하는 제품이라고 지각하지 않는 소비자는 선택상황의 영향을 받지 않았다.

• 수완나부미
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• 제8권2호
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• pp.131-159
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• 2016

This qualitative study was designed to explore the definition of ethnic identity of the Dusuns in Brunei Darussalam from the perspective of Shamsul A.B.'s (1996) "everyday-defined" social reality. The purpose of this study was twofold. Firstly, by employing Phinney's (1996) formulation of ethnic identity, this study examined the existence of core components of ethnic identity, namely, ethnic self-identification, ethnic involvement, positive attitude towards ethnic group, and sense of belonging in the life of the Dusuns. Secondly, by utilizing Phinney's (1996) three-stage model of ethnic identity formation, this study investigated the relationship between core components and the formation process of ethnic identity. Twenty-six Dusun informants ranging in age from 8 to 80 years old were interviewed for the purpose of this study. The analysis of the interview data revealed that all core components exist and evolve in the life of the Dusuns. Different perspectives towards core components can also be identified across different age groups. Adult informants contested the relevance of ethnic involvement in view of socio-cultural transformations that occurred within the ethnic group, whereas younger Dusuns were not able to extend sense of belonging outside their family. These findings lead to the identification of family and historical contexts as influential factors that shape the ways the informants experienced the ethnic identity components. Further, the findings of this study indicate the relationship between core components and the formation process of ethnic identity. Sense of belonging and community is only evident in the experience of older informants, sufficient to help them reach the stage of achieving ethnic identity. This also shows a positive sequential relation between the stages in Phinney's ethnic identity model and the age of the informants. Interestingly, evidence on internalized sense of belonging reveals the fact that an individual could still attain ethnic identity achievement even without experiencing all components of ethnic identity. Once again, this study suggests contextual factors play a role in the stage progression of the Dusuns' ethnic identity.

• 경영과정보연구
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• 제30권3호
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• pp.57-84
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• 2011

본 연구에서는 심리적 계약이론, 사회적 정체성 이론, 효과계층모형을 이론적 근거로 하여 광고가 종업원의 조직 동일시에 미치는 영향에 관한 구조적 모형을 제시하였다. 연구결과, 광고 정확성은 광고태도에 유의한 영향을 미치는 것으로 나타났으나 광고 관련성은 유의한 영향을 미치지 않았다. 그리고 광고태도는 조직 동일시에 긍정적인 영향을 미치는 것으로 나타났다. 특히 본 연구의 결과는 광고에 대한 종업원의 평가가 광고태도를 매개로 하여 조직 동일시에 영향을 미치는 관계를 밝혔다는 점에서 이론적 의의가 있다.

• 한국학교보건학회지
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• 제16권1호
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• pp.135-148
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• 2003

The purpose of this study was to find out the degree of satisfaction of body image and sex-role identity of primary school boys and girls and to examine their relevance between two sex groups. The data from study would be useful for mapping out some measures for school health education. Two hundred and forty five(245) students of 6th grade from 5 different primary schools in Seoul city and Gyonggi Province were selected for the study. The meaningful difference among demographic sociological characteristics between boys and girls has been shown to be in religion($x^2$=6.705, p=.044), the order of siblings($x^2$=7.455, p=.024), mother's academic career ($x^2$=6.705, p=.035) and the levels of living ($x^2$=4.108, p=.043). In the frequency distribution of sex-role identity, boys and girls were revealed as : undifferentiated 41.0%, 36.4%; as androgynous 24.8%, 25.8% respectively. Boys have masculinity (23.1%), on the other hand girls more feminity (22.7%). The meaningful difference of the degree of satisfaction of body image depends on father's ag(t=3.029, p=.050), mother's occupation(t=2.878, p=.023), home atmosphere(t=9.056, p=.000), level of livin(t=2.216, p=.028), academic achievements(t=4.580, p=.011). Masculine sex-role identity has shown its meaningful difference in mother's academic background(t=7.042, p=.001), academic achievements(t=14.963, p=.000). Feminine sex-role identity according to general characteristics shows meaningful difference in gender(t=2.683, p=.008), the order of siblings(t=3.019, p=0.51), father's academic career(t=5.558, p=.004) mother's academic background(t=7.676, p=.001), mother's occupation (t=3.405, p=.010), home atmosphere(t=4.492, p=.012), school performance(t=16.774, p=.000). Sex-role identity influences on the degree of satisfaction of body image as the relation bet ween the degree of satisfaction of body image and sex-role identity is pro correlative.

• 디지털융복합연구
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• 제14권5호
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• pp.207-215
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• 2016

본 연구는 직무스트레스가 직무특성과 조직유효성 간의 관련성에 미치는 영향을 실증적으로 분석하였다. 이를 위해 부 울 경 지역의 중소기업 중 제조업 및 서비스업에 종사하는 근로자를 대상으로 설문조사를 실시하여 379개의 데이터를 수집하였다. 본 연구결과에 의하면, 역할갈등, 역할모호성, 역할과다 수준에 따라 직무특성과 조직유효성 간의 관련성에 일부 차이가 있는 것으로 나타났다. 따라서 본 연구에 의하면 다양한 직무특성을 활용하여 조직유효성을 높이고자 하는 중소기업들의 경우 직무스트레스를 적절히 통제하는 것이 조직유효성 증대에 유용할 것으로 판단된다. 또한 향후 대기업과 중소기업간의 비교를 통한 보다 심도 있는 연구를 기대한다.

• 디지털산업정보학회논문지
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• 제20권1호
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• pp.133-147
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• 2024

In this study, we examine the components and characteristics of channel brands, the renewal process of channel brands, and the competitiveness of SBS Subusu News and MBC 14F, online channels of Korea's leading terrestrial broadcasting company. We conducted in-depth interviews with staffs YouTube news channels such as Subusu News and 14F. First, examining the brand components and characteristics of SBS's Subusu News and MBC's 14F vertical channel, Subs News maintained its direction through the renewal of the logo type, graphic characterization, emoticon production, and campaign design production. 14F focused on brand renewal of the logo type and modification of thumbnail design to reveal the identity of the channel brand. Subusu News and 14F have achieved success through a spin-off approach that considers content relevance, expanding their brand extension. As a result of analyzing the competitiveness of the channel brand, Subusu News maintained its identity as a combination of B-class sensibility and journalism, while 14F positioned itself as a channel that delivers useful information content.

• 지역과문화
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• 제7권3호
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• pp.23-48
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• 2020

이 글의 목적은 현재 '관객을 위한 하나의 놀이 극'으로서 의미가 큰 하회별신굿탈놀이의 고착된 연희를 확장하기 위해 초랭이 캐릭터의 정체성 전환을 통하여 연희의 확장 가능성을 고찰하는 것이다. 초랭이는 잠재적 변혁의식의 소유자, 민중의 소극적 대변자, 관객에게 지배계층에 대한 조롱을 암묵적으로 승인받는 인물이다. 초랭이를 통해 관객은 통쾌함을 느끼지만 동시에 한계도 절감한다. 이에 영리하지만 신분의 한계를 뛰어넘지 못하는 초랭이를 정체성 전환 이론의 '역전'과 '전치'를 적용해 변혁의식을 품은 인물로 성격을 전환하였다. 또한 매체전환 스토리텔링 이론의 '확장' 방식으로 관객의 욕구와 시대정신에 부합하는 새로운 '초랭이마당'을 기획하였다. 초랭이마당은 '양반선비마당' 다음에 덧붙는 신규 마당으로 하회탈놀이의 대사 기능과 구현의 원리를 적용해 창작하였으며 이를 대본으로 제시했다. 초랭이마당은 애매한 화해로 마무리되는 현재의 양반선비마당의 결말을 오늘날의 관객도 수긍할 수 있는 완결적 방식으로 구조화할 수 있다. 이 글은 전통의 새로운 창조라는 맥락에서 전통공연예술의 변형을 시도한 실험적 연구라는 의의가 있다. 하회마을이 세계문화유산으로 지정되어 외부방문객의 상설공연 관람이 더욱 증대될 전망이다. 현행 하회별신굿탈놀이는 시대의 구성물이지만 변화를 지속하였기에 지금까지 존속될 수 있었다. 전통공연예술은 보존과 전승도 중요하지만 시대정신과 흐름에 맞추어 미래를 향해 나아가는 여시구진(與時俱進)의 자세도 필요하다.