• Asia Marketing Journal
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• v.12 no.2
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• pp.53-81
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• 2010

Brand experience has received much attention from considerable marketing research. When consumers consume and use brands, they are exposed to various specific brand-related stimuli. These brand-related stimuli include brand identity and brand communications(e.g., colors, shapes, designs, slogans, mascots, brand characters) components. Brakus, Schmitt, and Zarantonello(2009) conceptualized brand experience as subjective and internal consumer responses evoked by brand-related stimuli. They demonstrated that brand experience can be broken down into four dimensions(sensory, affective, intellectual, and behavioral). Because experiences result from stimulations and lead to pleasurable outcomes, we expect consumers to want to repeat theses experiences. That is, brand experiences, stored in consumer memory, should affect brand loyalty. Consumers with positive experiences should be more likely to buy a brand again and less likely to buy an alternative brand(Fournier 1998; Oliver 1997). Brand attachment, one of dimensions of the consumer-brand relationship, is defined as an emotional bond to the specific brand(Thomson, MacInnis, and Park 2005). Brand attachment is target-specific bond between the consumer and the specific brand. Thus, strong attachment is attended by a rich set of schema that link the brand to the consumer. Previous researches propose that brand attachments should affect consumers' commitment to the brand. Brand experience differs from affective construct such as brand attachment. Brand attachment is based on interaction between a consumer and the brand. In contrast, brand experience occurs whenever there is a direct and indirect interaction with the brand. Furthermore, brand experience is not an emotional relationship concept. Brakus et al.(2009) suggest that brand experience may result in brand attachment. This study aims to distinguish brand experience dimensions and investigate the effects of brand experience on brand attachment and brand commitment. We test research problems with data from 265 customers having brand experiences in various product categories by using multiple regression and structural equation model. The empirical results can be summarized as follows. First, the paths from affective, behavior, and intellectual experience to the brand attachment were found to be positively significant whereas the effect of sensory experience to brand attachment was not supported. In the consumer literature, sensory experiences for consumers are often equated with aesthetic pleasure. Over time, these pleasure experiences can affect consumer satisfaction. However, sensory pleasures are not linked to attachment such as consumers' strong emotional bond(i.e., hot affect). These empirical results confirms the results of previous studies. Second, brand attachment including passion and connection influences brand commitment positively but affection does not influence brand commitment. In marketing context, consumers with brand attachment have intention to have a willingness to stay with the relationship. The results also imply that consumers' emotional attachment is characterized by a set of brand experience dimensions and consumers who are emotionally attached to the brand are committed. The findings of this research contribute to develop differences between brand experience and brand attachment and to provide practical implications on the brand experience management. Recently, many brand managers have focused on short-term view. According to this study, we suggest that effective brand experience management requires taking a long-term view of marketing decisions.

• Journal of Families and Better Life
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• v.10 no.1 s.19
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• pp.139-156
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• 1992

The purpose of this study is to provide basic data for the solution of occupant problems related to the house purchasing. For the purpose, the content of problems and actual conditions of house purchasing are examined. Also the structural analysis of occupant's evaluation of housing purchasing is executed. For these purposes, a survey was conducted using questionnaires. Data analysis was conducted from 263 house owners in Seoul. Major findings of this study can be summarized as follows ; 1) The frequency and the contend of occupation's problems with house purchasing are studied. The rate of housing problem occurrence is 71.2%, so the majority of respondents experience problems. The most common problems are the difference from supplier's description(53.2%). The rate of housing problems occurrence is qenerally high with the houses of mult-housedhold houses and mult-family houses type. 2) There is a significant difference in housing satisfaction extend according to the existence of an housing problem experience. Therefore, it can be inferred that experience of housing problem has an important effects upon the housing satasfaction extent. 3) Occupants' countermoves to the housing problems are examined. Occupants make active regotiation with house suppliers only on the direct damages such as an economical loss or a living difficulty. However, they usually make no countermove at all on the other indirect troubles. House suppliers make correction only when occupants' countermove actively, but refuse to do when occupant's reactions are not active. 4) As a means of countermove, most occupants depend on direct personal regotiation with house suppliers. The rate of using a specialist or public and private consultant is extremely low. 5) Problems with house purchasing and the countermove process of both occupant and house supplier are displayed in the figure(Fig. 4-4).

• Journal of Korean Society of Rural Planning
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• v.21 no.2
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• pp.23-32
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• 2015

The objective of this study is to analyze how much economic impact is changed before and after the designation as biosphere reserve area by tourism. The subject region of this study is Hajun mud village which is the famous place to experience eco-tourism located in Gochang-gun. This region has been designated as a UNESCO biosphere reserve in 2013. In order to estimate the regional economic effects, we employ a regional input-output model which is derived by a RAS method. Using regional input-output model analysis, this study estimates direct and indirect effects of tourist's expenditure on experience of Hajun mud village in Gochang-gun across associated industries between 2011 and 2013. Also, we tried to calculate a net increase in number of visitors in 2013 with considering the trend of tourist in this region and estimate a net regional economic effect after the designation as a biosphere reserve area by tourism. The empirical result could be summarized as follows : (1) the change of production inducement effect shows that regional outputs is approximately increased by 386 million won between 2011 and 2013, (2) regional value-added is increased by 223 million won during the same period, (3) regional employment is approximately increased by 20 according to the labor inducement effects of expanding tourist's expenditure in biosphere reserve area. (4) social service industry has highly been benefited by increase in experience tourist after Gochang-gun was designated as the biosphere reserve area. (5) estimated net increase in number of visitors after the designation as biosphere reserve area is about 37,364 which is 93.4% of the absolute increase in number of visitors amounting 40,011 between 2011 and 2013.

• Korean Journal of Health Education and Promotion
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• v.23 no.4
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• pp.89-104
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• 2006

Objectives: This study was done to find factors related with performance of hepatitis B Vaccination among some aged persons through health belief model. Methods: A questionnaire survey was made during September 2004 toward 230 elderly persons using institutions for the elderly of Gwangju City. The relations between subjects characteristics including health belief, mass media contact, hepatitis B experience and performance of hepatitis B vaccination were tested by t test or X2 test. Multiple logistic regression analysis was done to find final significantly related variables. Results: 24.8% of the subjects were vaccinated against hepatitis B. By simple analysis of relation between performance of hepatitis B vaccination and subjects characteristics including health belief, significant variables were chosen as 6 variables including perceived susceptibility, perceived seriousness, perception of benefits, knowledge on hepatitis B, age, experience of hepatitis through family or friend. After adjusting for confounding variables by multiple logistic regression analysis, hepatitis B vaccine performance showed significantly higher rate as the perception of disease seriousness increased(OR: 1.08, 95% CI: $1.03{\sim}1.14$) and in the group contacted with TV or radio information about hepatitis compared with non-contact. The group who experienced hepatitis among family or friends showed significantly higher hepatitis B vaccination performance rate compared with non-experienced. Conclusion: These results suggested that hepatitis B vaccine performance was related with health belief including hepatitis susceptibility, disease seriousness perception, acquisition of information through TV or radio and indirect hepatitis experience from family or friends.

• Journal of the Korean Home Economics Association
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• v.51 no.1
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• pp.107-118
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• 2013

The objective of this study is to underline the important role of needs for multicultural education in the formation of middle and high school students' cultural sensitivity for the sake of coping multicultural society. This study focuses on how adolescents' multicultural society recognition and education experiences shape and influence their cultural sensitivity, with the mediating role of multicultural education needs perception. A survey 303 middle school students and 236 high school students Daejeon was conducted. The results of this study as follows. First, high school students' open minded and social participation were significantly higher than those of middle school students, while the latter multicultural education experience level was higher than the former. Second, it was found that multicultural society recognition and education experiences have an indirect impact on cultural sensitivity mediating multicultural education needs perception as well as have a direct effect. However, adolescents' cultural sensitivity was shaped by mediating role of multicultural education needs perception rather than by direct effect of multicultural society recognition and education experiences. A major contribution of this research is the identification of the role of multicultural education needs perception in fostering adolescents' cultural sensitivity.

• The KIPS Transactions:PartD
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• v.14D no.5
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• pp.501-508
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• 2007

Simulation system was introduced and used a lot in the fields of aviation, vessel, and medical treatment. 3D Simulation system has been used quite insufficiently as it requires a lot of system resource and huge amount of computer calculation. As the graphic card performance and simulation function developed, however, PC based simulation has been activated and is verified of its possibility as an educational software. However, educational institutions need to invest huge amount of budget and manpower to purchase and maintain CT Equipment. For such a reason, educational institutions entrust their students to hospitals for indirect experience of operation or for mere observation. This study, therefore, developed a CT Virtual reality education system with which medical CT Equipment can be directly operated in PC based 3D Virtual environment.

• Journal of the Korean Society of Clothing and Textiles
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• v.47 no.5
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• pp.891-906
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• 2023

The essence of fashion brands' marketing with metaverse-based virtual spaces is to capture more potential consumers and boost the sales of companies' virtual and physical products. However, existing research has not fully addressed customer responses and behavioral outcomes regarding fashion virtual brand spaces. This study uses flow theory to address this gap and explores the factors that lead to the flow experience in virtual brand spaces. It also establishes the causal relationships between the flow experience, satisfaction with virtual spaces, the intention to purchase virtual products, and the intention to purchase actual products. We chose "Ralph Lauren World" of Ralph Lauren on Zepeto as the virtual brand space for this study and analyzed 239 valid data sets. We tested the hypotheses using structural equation modeling and bootstrapping for the mediation analyses. The findings indicate that the flow experience in virtual brand spaces positively and indirectly affects the purchase intention of virtual products via satisfaction with virtual brand spaces. In addition, virtual space satisfaction had an indirect, positive effect on actual product purchase intention through virtual product purchase intention. The research emphasizes that the purchase intention of virtual and actual products has a positive causal relationship.

• The Journal of the Convergence on Culture Technology
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• v.6 no.1
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• pp.155-162
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• 2020

We extracted the meaning of educational experience of the parents who moved to rural village for their children's education. While moving to the cities for the childen's education is general trend, moving to the rural village for the children's education is peculiar phenomenon. For the study, in-depth interviews were conducted with six parents who moved to rural village, and the statements were analyzed by the phenomenological analysis method of Colaizzi. As a result, thirty themes, eight theme clusters, and three meaning categories were extracted. Three categories which characterize the experience of parents who moved to rural village for their children are 'longing for nature-friendly life in rural area', 'positive experience of communication and empathy with neighbors', and 'children's happiness-centered education'. Eight theme clusters are 'dislike confined environment of an apartment', 'positive experience of childhood in the countryside', 'value direct and indirect experiences of variety', 'free and stimulating environment of countryside', 'experience of communicating and empathizing with neighbors','regret private education caused by parents' greed', 'value child centered education', 'yearn for the self-directed learning around character and art-physical abilities'. Based on the result, implications were discussed and follow-up studies were suggested.

• Korean Journal of Culture and Social Issue
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• v.25 no.1
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• pp.55-77
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• 2019

Negative experience related to work-family multiple roles has been associated with internalizing problems in mothers. In particular, employed mothers with preschool children report high degree of stress. As such, the need to examine potential factors that may explain and alleviate such difficulties has been emphasized. The purpose of this study was thus to examine the mediating effect of sociotropy on the relationship between negative work-family multiple roles and internalizing problems in employed mothers with preschool children. The Negative Experience of Work-Family Multiple Roles Scale, Adult Self Report (ASR) Scale, and Personal Style Inventory-II (PSI-II), were completed by 208 employed mothers with preschool children through an online survey. The results indicated that the direct effect of negative experience of work-family multiple roles on internalizing problems was statistically significant and the indirect effect of sociotropy in this relationship was significant. These findings suggest that sociotropy in employed mothers may indirectly explain internalizing problems related to multiple roles. The implications of sociotropy in negative experience of work-family multiple roles and internalizing problems are discussed.

• Journal of Fashion Business
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• v.19 no.6
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• pp.127-138
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• 2015

Due to the virtual nature of online businesses, online apparel stores need to enhance the consumer experience by utilizing store design attributes to provide their customers relevant and sufficient information. Since online apparel stores mainly communicate with their customers virtually and digitally, it is important to understand how consumers perceive and react to different design attributes commonly found on apparel stores' online websites. The purpose of this paper is to examine the importance of design attributes commonly found on online apparel stores' websites using three different importance measurements. The design attributes examined in this study include enlarged pictures, product detail pictures, product reviews by other buyers, coordinating items, and size measurement charts. The three different measurements used in this study include two direct measures and one indirect measure using conjoint analysis. Across the three different measures, both the men and women indicated that enlarged pictures represent the most important design attribute when they purchase clothes online followed by size measurement charts and they considered the availability of coordinating items the least important design attribute.