• Journal of Global Scholars of Marketing Science
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• v.18 no.4
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• pp.245-276
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• 2008

Brand equity is one of the most important concepts in business practice as well as in academic research. Successful brands can allow marketers to gain competitive advantage (Lassar et al.,1995), including the opportunity for successful extensions, resilience against competitors' promotional pressures, and the ability to create barriers to competitive entry (Farquhar, 1989). Branding plays a special role in service firms because strong brands increase trust in intangible products (Berry, 2000), enabling customers to better visualize and understand them. They reduce customers' perceived monetary, social, and safety risks in buying services, which are obstacles to evaluating a service correctly before purchase. Also, a high level of brand equity increases consumer satisfaction, repurchasing intent, and degree of loyalty. Brand equity can be considered as a mixture that includes both financial assets and relationships. Actually, brand equity can be viewed as the value added to the product (Keller, 1993), or the perceived value of the product in consumers' minds. Mahajan et al. (1990) claim that customer-based brand equity can be measured by the level of consumers' perceptions. Several researchers discuss brand equity based on two dimensions: consumer perception and consumer behavior. Aaker (1991) suggests measuring brand equity through price premium, loyalty, perceived quality, and brand associations. Viewing brand equity as the consumer's behavior toward a brand, Keller (1993) proposes similar dimensions: brand awareness and brand knowledge. Thus, past studies tend to identify brand equity as a multidimensional construct consisted of brand loyalty, brand awareness, brand knowledge, customer satisfaction, perceived equity, brand associations, and other proprietary assets (Aaker, 1991, 1996; Blackston, 1995; Cobb-Walgren et al., 1995; Na, 1995). Other studies tend to regard brand equity and other brand assets, such as brand knowledge, brand awareness, brand image, brand loyalty, perceived quality, and so on, as independent but related constructs (Keller, 1993; Kirmani and Zeithaml, 1993). Walters(1978) defined information search as, "A psychological or physical action a consumer takes in order to acquire information about a product or store." But, each consumer has different methods for informationsearch. There are two methods of information search, internal and external search. Internal search is, "Search of information already saved in the memory of the individual consumer"(Engel, Blackwell, 1982) which is, "memory of a previous purchase experience or information from a previous search."(Beales, Mazis, Salop, and Staelin, 1981). External search is "A completely voluntary decision made in order to obtain new information"(Engel & Blackwell, 1982) which is, "Actions of a consumer to acquire necessary information by such methods as intentionally exposing oneself to advertisements, taking to friends or family or visiting a store."(Beales, Mazis, Salop, and Staelin, 1981). There are many sources for consumers' information search including advertisement sources such as the internet, radio, television, newspapers and magazines, information supplied by businesses such as sales people, packaging and in-store information, consumer sources such as family, friends and colleagues, and mass media sources such as consumer protection agencies, government agencies and mass media sources. Understanding consumers' purchasing behavior is a key factor of a firm to attract and retain customers and improving the firm's prospects for survival and growth, and enhancing shareholder's value. Therefore, marketers should understand consumer as individual and market segment. One theory of consumer behavior supports the belief that individuals are rational. Individuals think and move through stages when making a purchase decision. This means that rational thinkers have led to the identification of a consumer buying decision process. This decision process with its different levels of involvement and influencing factors has been widely accepted and is fundamental to the understanding purchase intention represent to what consumers think they will buy. Brand equity is not only companies but also very important asset more than product itself. This paper studies brand equity model and influencing factors including information process such as information searching and information resources in the fashion market in Asia and Europe. Information searching and information resources are influencing brand knowledge that influences consumers purchase decision. Nine research hypotheses are drawn to test the relationships among antecedents of brand equity and purchase intention and relationships among brand knowledge, brand value, brand attitude, and brand loyalty. H1. Information searching influences brand knowledge positively. H2. Information sources influence brand knowledge positively. H3. Brand knowledge influences brand attitude. H4. Brand knowledge influences brand value. H5. Brand attitude influences brand loyalty. H6. Brand attitude influences brand value. H7. Brand loyalty influences purchase intention. H8. Brand value influence purchase intention. H9. There will be the same research model in Asia and Europe. We performed structural equation model analysis in order to test hypotheses suggested in this study. The model fitting index of the research model in Asia was $X^2$=195.19(p=0.0), NFI=0.90, NNFI=0.87, CFI=0.90, GFI=0.90, RMR=0.083, AGFI=0.85, which means the model fitting of the model is good enough. In Europe, it was $X^2$=133.25(p=0.0), NFI=0.81, NNFI=0.85, CFI=0.89, GFI=0.90, RMR=0.073, AGFI=0.85, which means the model fitting of the model is good enough. From the test results, hypotheses were accepted. All of these hypotheses except one are supported. In Europe, information search is not an antecedent of brand knowledge. This means that sales of global fashion brands like jeans in Europe are not expanding as rapidly as in Asian markets such as China, Japan, and South Korea. Young consumers in European countries are not more brand and fashion conscious than their counter partners in Asia. The results have theoretical, practical meaning and contributions. In the fashion jeans industry, relatively few studies examining the viability of cross-national brand equity has been studied. This study provides insight on building global brand equity and suggests information process elements like information search and information resources are working differently in Asia and Europe for fashion jean market.

• Journal of Intelligence and Information Systems
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• v.20 no.1
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• pp.177-193
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• 2014

Over the past decade, there has been a rapid diffusion of electronic commerce and a rising number of interconnected networks, resulting in an escalation of security threats and privacy concerns. Electronic commerce has a built-in trade-off between the necessity of providing at least some personal information to consummate an online transaction, and the risk of negative consequences from providing such information. More recently, the frequent disclosure of private information has raised concerns about privacy and its impacts. This has motivated researchers in various fields to explore information privacy issues to address these concerns. Accordingly, the necessity for information privacy policies and technologies for collecting and storing data, and information privacy research in various fields such as medicine, computer science, business, and statistics has increased. The occurrence of various information security accidents have made finding experts in the information security field an important issue. Objective measures for finding such experts are required, as it is currently rather subjective. Based on social network analysis, this paper focused on a framework to evaluate the process of finding experts in the information security field. We collected data from the National Discovery for Science Leaders (NDSL) database, initially collecting about 2000 papers covering the period between 2005 and 2013. Outliers and the data of irrelevant papers were dropped, leaving 784 papers to test the suggested hypotheses. The co-authorship network data for co-author relationship, publisher, affiliation, and so on were analyzed using social network measures including centrality and structural hole. The results of our model estimation are as follows. With the exception of Hypothesis 3, which deals with the relationship between eigenvector centrality and performance, all of our hypotheses were supported. In line with our hypothesis, degree centrality (H1) was supported with its positive influence on the researchers' publishing performance (p<0.001). This finding indicates that as the degree of cooperation increased, the more the publishing performance of researchers increased. In addition, closeness centrality (H2) was also positively associated with researchers' publishing performance (p<0.001), suggesting that, as the efficiency of information acquisition increased, the more the researchers' publishing performance increased. This paper identified the difference in publishing performance among researchers. The analysis can be used to identify core experts and evaluate their performance in the information privacy research field. The co-authorship network for information privacy can aid in understanding the deep relationships among researchers. In addition, extracting characteristics of publishers and affiliations, this paper suggested an understanding of the social network measures and their potential for finding experts in the information privacy field. Social concerns about securing the objectivity of experts have increased, because experts in the information privacy field frequently participate in political consultation, and business education support and evaluation. In terms of practical implications, this research suggests an objective framework for experts in the information privacy field, and is useful for people who are in charge of managing research human resources. This study has some limitations, providing opportunities and suggestions for future research. Presenting the difference in information diffusion according to media and proximity presents difficulties for the generalization of the theory due to the small sample size. Therefore, further studies could consider an increased sample size and media diversity, the difference in information diffusion according to the media type, and information proximity could be explored in more detail. Moreover, previous network research has commonly observed a causal relationship between the independent and dependent variable (Kadushin, 2012). In this study, degree centrality as an independent variable might have causal relationship with performance as a dependent variable. However, in the case of network analysis research, network indices could be computed after the network relationship is created. An annual analysis could help mitigate this limitation.

• The Korean Journal of Mycology
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• v.23 no.3 s.74
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• pp.209-225
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• 1995

Ganoderan, antitumor ${\beta}-glucan$ from Ganoderma lucidum was extracted from the mycelium of G.lucidum IY009 which was cultured in various carbon sources. The mycelium was shown to be capable of utilizing various carbon sources, e.g., soluble starch, fructose and glucose, and differs in morphology on carbon sources. In radioisotope assay, about $5.2{\sim}16%$ of glucose was to be incorporated in ganoderan of the mycelium. The monosugars of these ganoderan were mainly consisted of glucose, mannose, galactose. The galactose was not good carbon source for growing the mycelium but the best carbon source for producing the potentialized-ganoderan on the antitumor and anticomplementary activity. The tumor inhibition ratio of ganoderan-GAL, obtained from galactose medium, was 83.6% at the dose of 20 mg/kg/day. This crude polysaccaride was composed of five monosaccharide and the protein contained 16 amino acids. Also, ganoderan-GAL increased the anticomplementary activity than that obtained from any other media. This fact suggests that the structural differences of ganoderan influence the antitumor and anticomplementary activity.

• The Journal of Society for e-Business Studies
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• v.15 no.2
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• pp.137-166
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• 2010

A virtual team is defined a group of people that use electronic communications for some or all of their interactions with other team members. Because team members of a virtual team are physically and temporally distributed, a team's transactive memory system(TMS) is considered to be crucial for the team's effectiveness and performance. TMS refers to a set of individual memory systems which integrate knowledge possessed by particular members through a shared awareness of who knows what. This paper seeks to understand (1) how a virtual team's TMS influences team performance, and (2) what factors contribute to developing the team's TMS. Given these purposes, through the extensive literature review, we first identified components and antecedents to develop a theoretical model that predicts a virtual team's performance. Using the survey data gathered from 172 virtual teams, this study found that expertise location, coordination, and cognition-based trust which were proposed as three components of TMS positively influenced a virtual team's performance. Furthermore, this study uncovered that perceived media richness, network tie strength, and shared norms significantly influenced the components of TMS, while geographical dispersion did not exert any significant influence on TMS.

• The Research Journal of the Costume Culture
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• v.19 no.2
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• pp.283-295
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• 2011

This study deals with the interchange with art that is contained in the works of Yves Saint Laurent, and it is disclosed through his works that modern fashion is part of expressive art while pursuing creative function as a work of art. The study has been performed on the basis of the references, the pictures of his works and interviews posted in domestic and overseas fashion magazines such as Vogue, Fashion News, Mode & Mode, Gap, Collections, etc. Regarding the scope of this study, it specifically deals with works he created from 1958 until 2002, when he announced his last collection. The results of the study show that with respect to Post-Impressionism, his works were greatly affected by van Gogh(who had used colors as active media in depicting his internal mental state) which gave birth to gorgeous and handicraft-like 'Couture-style clothes'. With respects to Fauvism, the works of Matisse also had an impact on Yves Saint Laurent, who added a sense of fauvism in his works through the use of colors, motif, or full reproduction of images from paintings. We see the influence of cubism upon Laurent when we examine his works of 'clothes with artistic value,' which utilized applique, beaded decoration, patchwork, embroidered patterns, relief-like ornaments, etc. using motif or objet much as we see in the works of Picasso and Braque, artists who expressed a new dimension of the formative arts. Laurent's use of neoplasticism, or plainness of painting, demonstrates a new formative art on the three-dimensional human body by using the works of Mondrian, which consist of black lines and primary colors, although generally Laurent's 'neoplastic'works differed from the works of Mondrian by more actively utilizing the lines and colors when designing dress and its ornament. In addition, the paintings and poems of surrealism artists and poets were directly used in the clothes or their images were sometimes borrowed. In order to express respect toward the spirit of surrealism and its artists, the human body motifs such as lips and eyes(which were frequently used by the surrealism artists) were applied to embroidery, printing and beaded decoration. Finally, being inspired by such Pop artists as Andy Warhol, Roy Lichtenstein and Tom Wesselman, Laurent further emphasized the aesthetic value of the popular consumer image in his own work, resulting in the wide recognition of the designs of Yves Saint Laurent as representing the new wave of the Pop Art school.

• The Journal of the Korea Contents Association
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• v.20 no.4
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• pp.427-440
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• 2020

This study is a study on the cooking department where chefs who belong to the desired job of elementary and middle school students work together with the recognition increase through the media. The cooking department, which has a vertical structure at work, can be said to have an absolute influence of the chef. However, the cooking department needs to change according to the times. The purpose of this study was to examine how chef's shared leadership affects the chef's emotional commitment, continuous commitment, job satisfaction, and job performance. Therefore, a questionnaire was distributed to the employees currently working in the cooking department of a five-star hotel in Seoul, and a sample of 319 copies was prepared. In statistical analysis, the items were refined through exploratory factor analysis, confirmatory factor analysis, reliability analysis, and correlation analysis, and the hypotheses were verified through structural model analysis.As a result, Chef's shared leadership influences the emotional commitment of cooks, job satisfaction and job performance. In particular, emotional commitment and continuous commitment did not affect cooks' job satisfaction and job performance. In conclusion, to improve the performance of the organization, the hotel culinary department must establish a culture of sharing and communication. This suggests that establishing goals and visions will lead to job satisfaction and performance not only for individual cooks but also for the entire department. Therefore, it is expected to contribute to the efficient human resource management for the cooks in the hotel cooking department.

• Journal of the Korean Society of School Health
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• v.13 no.2
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• pp.331-340
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• 2000

Primary school is regarded as an important period when many health-related behaviors and life-styles begin to be formed. Acquiring them through school heath education has a strong influence on the health promotion of not only the family but also the community. The objectives of this study were to evaluate current oral health care of elementary schools in Chungnam province and to provide information for further development in elementary school oral health. We performed a questionnaire survey to 280 health teachers and among them, 155 teachers answered. The result of this study were as follows: 1. Sixty five percent of the health teachers had little interest in oral health. Major information sources for teaching oral health were books in 58.1% of the 155 teachers and 83.2% of teachers spent 30 minutes to 1hour per day in oral health care practice for the students. 2. Contents of the oral health education were composed of regular and special curriculums, and an average of education time during a semester was 2.6 hours in 3rd grade, and 1.3 hours in first and second grade. 60.6% of the teachers made the children practice the proper method of tooth brushing during the education time. 3. Major problems in oral health education were insufficient time, lack of equipment and difficulty in teaching method. The educational media were tooth models among 91.0% and OHP among 85.2% of the teachers. The tooth model was usually used in first to fourth grades and OHP in fifth to sixth grades. But 63.9% health teachers need to develop stronger educational methods using multimedia. 4. Meanwhile the most important strategy of oral health in urban schools was health education, that of rural schools was fluoride mouth-rinsing programme. Fluoride mouth-rinsing programmes were performed by 60.0% of the elementary school. Periodic dental examination was performed in all elementary schools. 98.2% of the schools sent the results home through school notification letters, but post-examination management was performed in only 67.1% of them 64.5% of the health teachers do follow-ups on the oral disease of the children after the examination. Only 0.7% of the schools have oral health education plans for the students' parents. Considering these major strategies for elementary school oral health care were health education, practicing proper methods of tooth brushing, periodic dental examinations, and fluoride mouth-rinsing programmes. But health teachers need more time for oral health education, practicing and management, and developing education materials. With regard to the high demand for oral health education and poor follow-up after periodic examination, the oral health education in elementary school should be considered as a formal educational course for more proper management of oral health, including application of major strategies to the children in earlier grades and efforts for increasing recognition and participation of the parents.

• The Research Journal of the Costume Culture
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• v.8 no.3
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• pp.387-410
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• 2000

The purpose of this study was to approach to the internal meanings included in the Happening and the culture of hippies, by analysing the basic mental conditions in the process of the Happening. And this study was composed of the concept and the development of Happening, the characteristics of the hippies that related in the midst of the happening's background, and the formativeness between these factors and hippies'fashion. Since the happening a genre of fine arts expression attended the New School for social research in New York in 1954, Allan Kaprow direct-influenced by John Cage used the word 'Hapening'first, practicing '18 Happenings in 6 parts'at the Rueben gallery in 1959. Kaprow's 18 Happenings was one of the earliest opportunities for a wider public to attend the live events that several artists had performed more privately for various friends. Despite the very different sensibilities and structures of artist's works, artists were all thrown together by the press under the general heading of 'Happening', following Kaprow's 18 Happenings. Being considered as the root of the Happening 'Expression of Sound'of John Cage was the discovery of the exisiting thing- the Happening. Most artists were to be deeply influenced by Cage's theories and attitudes-that is, his sympathy for Zen Buddihism and oriental philosophy-and by reports of the Black Mountain events. These events would directly reflect contemporary painting and stemmed from the Futurists, Dadaists and Surrealists. And Happening's development background was based on the culture of hippies. Swinging London had been under the sway of psychedelic drugs and utopian visions of 'hippie'wave sweeping in from Califonia. This wave, which affected solid middle-class youth first and formost, began in Haight Ashbury in San Francisco. Without dwelling on the hippie movement here, it is worth nothing that it resulted from the convergence of several undercurrents : consciousness-expending drugs, the anti-Vietnam war developments, the impact of English pop groups on American music and the rise of protest songs, and finally the beatnik tradition of non-conformism. Hippie culture and its pursuit of love, peace and psychedelia was the antitheses of 1960s main street fashion. The media gave everyone with long hair the label of 'hippie', but it was always a very loose collage of attitudes and styles. The rejection of sexual taboos was conveyed by the hippie's refusal to wear. Although the bold exposure of body raised controversies because it went against the existing moral values, it has a significant implications. Psychedelics brought mind-expansion and the possibillity that modern technology (light show, synthesized electronic sounds), new fabrics or colors, and LSD could be utilized to provide an escape route from the dreariness of modern life. During the 1960s, traditional costumes, many of which had never been seen outside their native regions, became sought after and adopted in the West, initially by the young, who wanted to demonstrate their solidarity with cultures uncontaminated by mass industry. The most ardent proponents of such folk costumes were the hippies. Hippies dress was sometimes decribed as 'anti-fashion', produced by a patchwork of ragged cast-offs and flamboyant accessories, of outmoded Western dress and time-honored ethnic garments all combined, modified and permutated into variety of personal statements. 'Flower Power'became a reality. From the results of this study, we can see the expanding trend of the influence and the concept of the sew art genre 'Happening'in the formativeness as well as the fine arts field.

• Journal of Korea Game Society
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• v.9 no.2
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• pp.3-12
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• 2009

In this study, by both qualitative and quantitative measurement on the purpose of deriving the sensitive amusement factor. I consider the fear of horror games as "the amused fear" and analyze it, which is based on the play theory by Roger Caillois. On the basis of this, I classified the amusement fear in horror games into the 4 factors. I conducted some positive tests through the player's response in order to verify them. The test is conducted measuring the heart rate of each experimenter by cardiometer while they are playing horror games. By analyzing the video data, I gave a name to the point that the amusement fear factors are expected to influence psychologically and physiologically as the fear point. At this point, I examined if the measured heart rate makes the outstanding difference or not, when compared average heart rate with experimenter's heart rate. In addition, I also examined if there is a statistical correlation of heart rate by attaching player's subjective data through the questionnaire. Consequently, it was statistically turned out that the experimenter's heart rate which is measured rose dramatically than usual, and that there are close correlations among subjective data. I also found out that the amusement fear factor at the relevant point plays a major role in experimenter's psychological and physiological response. In this study, I could prove the horror factor as a meaning of amusement factor using both theoretical method and positive method establishing a standard set that is helpful for further production and planning of the game.

• Korean Journal of Health Education and Promotion
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• v.8 no.1
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• pp.45-58
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• 1991

The purpose of this study was to investigate determinants of stop smoking. The data on which the analysis was based come from a survey of 355 middle-aged men in Seoul. The data was analyzed using proportion, x²-test, Pearson's Correlation Coefficient and Stepwise Multiple Regression. The following were the results; 1. Success rate of stop smoking is 19.9% of 229 persons who attempted to quit smoking. 2. As for the number of quit attempts, 33.3% of ex-smokers tried once; 25.4% of current smokers tried twice. 3. As for methods of quit attempts ex-smokers showed higher tendency in using will power and books/guides than current smokers who in using will power alone. 4. For the attitudes on smoking of family, the majority of ex-smokers and current smokers were opposed absolutely. 5. The main opposite to smoking were wives in cases of both ex-smokers and current smokers, but More ex-smokers answered that the main opposite to smoking were others than current smokers. 6. As for the measures of smoking in the office, more ex-smokers answered inviting than current smokers and more current smokers assigned a smoking spot than ex-smokers. 7. Majority of ex-smokers approve of restriction at public spot strongly. 8. As for the attitude about caution on a cigarette case, more ex-smokers insisted than current smokers. 9. There was a relation between the degree of exposure about knowledge and the degree of knowledge. 10. Stepwise Multiple Regression portray that following factors influence stop smoking in order named. (1) attitude on the smoking restriction at public spot, (2) methods of quit attempt, (3) attitude about caution on cigarette case. Even so, it turned out that these factors alone can explain only 20% of self-examination. Therefore study for the other factors ought to be continued. I submit following suggestions ending this study. 1. Continuous study of the other factors affecting stop smoking must be carried on. 2. Since there was a relation the degree of exposure about knowledge and the degree of knowledge, efficient health education is required using campaign and mass media.