• 제목/요약/키워드: Moment Based Model

검색결과 764건 처리시간 0.03초

모의실험을 통한 2015년 공무원 연금제도 개정안의 효과분석 (Analysis of the 2015 reform plan of government employees pension system (GEPS) through monte carlo simulations)

  • 이지은;송성주
    • Journal of the Korean Data and Information Science Society
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    • 제27권1호
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    • pp.19-32
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    • 2016
  • 공무원연금제도 도입 시 구조적인 불균형과 기대여명의 증가로 인한 공무원연금기금의 재정적자가 지속되어 정부보전금이 계속해서 증가하고 있다. 이에 따라 2009년에 개정이 있었으며 개정의 효과에 대한 평가와 함께 장기적인 공적연금의 안정을 위해 2015년 공무원연금제도의 개혁에 관한 논의가 활발하게 진행되었다. 본 연구에서는 공무원연금에 대한 확률모형을 설정하여 2015년 통과된 개정안에 관한 논의 중 특히 모수개혁의 효과를 살펴보았다. 현행법과 비교해 고 부담 저 급여의 방향성을 확인하였으며 공무원연금 재정안정에 미치는 영향의 정도를 모의실험을 통한 파산확률과 정부보전금의 수준으로 검토하였다. 또한 개인가입자의 경우 2015년 개정안 적용으로 인한 연금수령금의 기댓값과 연금 보험료를 계산하고, 임용연령과 가입시점에 따른 수익비로 비교하여 공무원연금의 혜택 수준을 알아보았다. 개인가입자의 경우 더 내고 덜 받는 개정안의 방향에 따라 연금수령금의 기댓값이 줄어들어 혜택수준이 감소한 것을 확인할 수 있었다. 재정기금의 분석에서는, 파산하지 않기 위한 기금의 운용수익률이 낮아지고 정부보전금의 크기도 감소하였으나, 기존 재직자에 대한 개정안의 영향이 미미하기 때문에 공무원연금기금에 미치는 개정안의 효과는 크다고 볼 수 없었다.

단층파쇄대 규모 및 조우 조건에 따른 전력구 쉴드 TBM 터널의 거동 특성 분석 (The study on the effect of fracture zone and its orientation on the behavior of shield TBM cable tunnel)

  • 조원섭;송기일;김경열
    • 한국터널지하공간학회 논문집
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    • 제16권4호
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    • pp.403-415
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    • 2014
  • 최근, 기후변화에 따른 하절기 기온 상승으로 인하여 전력사용량이 급증하고 있다. 이에 따라 발전시설이 새로 준공되고 있으며, 생산된 전기를 도심지로 송전할 초고압 송전선로 시설의 필요성이 증가하고 있다. 쉴드 TBM을 이용한 기계화 터널 굴착공법은 기존의 재래식 공법에 비해 지반 침하와 지반에 전달되는 진동을 최소화 할 수 있는 장점이 있다. 도심지에서의 전력구터널 굴착을 위한 쉴드 TBM 공법이 증가함에도 불구하고, 전력구 쉴드 TBM 터널의 거동 분석에 관한 연구는 미비한 실정이다. 본 연구에서는 파쇄대를 포함하는 복합지반에서 파쇄대 너비, 각도에 따른 전력구 쉴드 TBM 터널의 거동 특성을 분석하고, 인터페이스 요소를 적용한 파쇄대와 연속체로 모델링한 파쇄대의 거동 특성을 비교하고자 한다. 쉴드 TBM을 이용한 터널 굴착은 3D FEM을 이용하여 시뮬레이션 하였다. 파쇄대의 방향과 크기의 변화에 따라 세그먼트 라이닝에 작용되는 축력, 전단력, 휨 모멘트를 검토하고 지표면에서의 연직변위를 분석하였다. FEM 해석으로 얻어진 결과와 안정성 분석에 기초하여, 전방의 파쇄대를 예측하여 터널 구조물의 안정성을 확보할 수 있다.

다변량 L-moment를 이용한 이변량 강우빈도해석에서 수문학적 동질지역 선정 (Hydrological homogeneous region delineation for bivariate frequency analysis of extreme rainfalls in Korea)

  • 신주영;정창삼;주경원;허준행
    • 한국수자원학회논문집
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    • 제51권1호
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    • pp.49-60
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    • 2018
  • 다변량 지역빈도해석은 기존에 사용되어온 다변량 빈도해석과 지역빈도해석의 장점을 가지고 있는 방법으로 다양한 변수를 고려함으로써 수문현상에 대하여 많은 정보를 얻을 수 있다. 현재까지는 우리나라의 수문자료를 이용하여 다변량 지역빈도해석이 시도된 적이 없어 국내의 수문자료를 대상으로 다변량 지역빈도해석의 적용성을 검토할 필요가 있다. 본 연구에서는 다변량 지역빈도해석의 수문학적 동질지역을 설정하는 단계에 집중하여 이변량 수문자료인 연최대 강우량-지속기간 자료에 대하여 수문학적 동질지역을 설정하였다. 이변량 지역빈도해석에서 사용되는 지역구분방법의 한국의 연최대 강우량-지속기간 자료에 대한 적용성을 평가하였고 그 특성을 분석하였다. 기상청 71개 지점에 대하여 분석을 실시하였다. 군집해석방법으로는 K-medoid 방법을 적용하였고, 불일치 척도와 이질성 척도를 이용하여 지역구분이 적절히 되었는지를 판정하였다. 군집해석 결과 한국은 총 5개의 지역으로 나누어지며, 두 지역을 제외하고는 지역 내 모든 지점의 불일치 척도가 기준치 이하인 것으로 나타났다. 자료연수가 짧은 지점에서 불일치 척도가 높게 나오는 것을 확인하였다. 구분된 모든 지역은 지역 내 지점들의 자료들이 동질한 것으로 나타났고 각 지점간의 상관성이 매우 높은 것으로 나타났다.

위성의 자세기동에 따른 진동특성에 관한 연구 (A Study on the Vibration Characteristics of Attitude Maneuvering of Satellite)

  • 편봉도;배재성;김종혁;박정선
    • 항공우주시스템공학회지
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    • 제13권3호
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    • pp.23-31
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    • 2019
  • 현대의 위성들의 설계요구조건은 운용되는 목적에 따라 다양해진다. 기존 중/대형 위성과는 달리 저궤도에서 운용되는 소형위성의 경우 군사적인 목적을 나타내기도 한다. 그렇기 때문에 고해상도의 사진 및 영상 수요가 증가하며 다표적 관측이 중요하게 된다. 이에 다표적 관측을 하기 위해서 위성의 기동성은 중요한 설계변수이다. 기동성이 증가하기 위해서 소형화가 되면 전체 질량관성모멘트가 감소하기 때문에 위성의 강성을 높여야한다. 본체에 비해서 강성이 낮은 태양전지판의 경우 진동이 발생하기 때문에 영상획득에 큰 영향을 미친다. 이러한 진동특성을 확인하기 위하여 본 연구에서는 위성을 축소모델로 제작하여 자세기동을 모사하기 위한 실험 치구를 도입하였고, 위성의 강성을 모사하기 위한 모사장치를 제시하였다. 또한 실험방식은 스텝모터를 이용하여 와이어의 감는 길이에 따라 위성의 기동각을 모사하였으며, 기동실험 시 발생되는 위성의 본체 및 태양전지판에 대하여 진동특성을 실험적으로 검증하고자 한다.

Wind load and wind-induced effect of the large wind turbine tower-blade system considering blade yaw and interference

  • Ke, S.T.;Wang, X.H.;Ge, Y.J.
    • Wind and Structures
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    • 제28권2호
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    • pp.71-87
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    • 2019
  • The yaw and interference effects of blades affect aerodynamic performance of large wind turbine system significantly, thus influencing wind-induced response and stability performance of the tower-blade system. In this study, the 5MW wind turbine which was developed by Nanjing University of Aeronautics and Astronautics (NUAA) was chosen as the research object. Large eddy simulation on flow field and aerodynamics of its wind turbine system with different yaw angles($0^{\circ}$, $5^{\circ}$, $10^{\circ}$, $20^{\circ}$, $30^{\circ}$ and $45^{\circ}$) under the most unfavorable blade position was carried out. Results were compared with codes and measurement results at home and abroad, which verified validity of large eddy simulation. On this basis, effects of yaw angle on average wind pressure, fluctuating wind pressure, lift coefficient, resistance coefficient,streaming and wake characteristics on different interference zone of tower of wind turbine were analyzed. Next, the blade-cabin-tower-foundation integrated coupling model of the large wind turbine was constructed based on finite element method. Dynamic characteristics, wind-induced response and stability performance of the wind turbine structural system under different yaw angle were analyzed systematically. Research results demonstrate that with the increase of yaw angle, the maximum negative pressure and extreme negative pressure of the significant interference zone of the tower present a V-shaped variation trend, whereas the layer resistance coefficient increases gradually. By contrast, the maximum negative pressure, extreme negative pressure and layer resistance coefficient of the non-interference zone remain basically same. Effects of streaming and wake weaken gradually. When the yaw angle increases to $45^{\circ}$, aerodynamic force of the tower is close with that when there's no blade yaw and interference. As the height of significant interference zone increases, layer resistance coefficient decreases firstly and then increases under different yaw angles. Maximum means and mean square error (MSE) of radial displacement under different yaw angles all occur at circumferential $0^{\circ}$ and $180^{\circ}$ of the tower. The maximum bending moment at tower bottom is at circumferential $20^{\circ}$. When the yaw angle is $0^{\circ}$, the maximum downwind displacement responses of different blades are higher than 2.7 m. With the increase of yaw angle, MSEs of radial displacement at tower top, downwind displacement of blades, internal force at blade roots all decrease gradually, while the critical wind speed decreases firstly and then increases and finally decreases. The comprehensive analysis shows that the worst aerodynamic performance and wind-induced response of the wind turbine system are achieved when the yaw angle is $0^{\circ}$, whereas the worst stability performance and ultimate bearing capacity are achieved when the yaw angle is $45^{\circ}$.

선박의 엔드라인 폭연방지기의 요소기술에 관한 연구 (A Study on the Element Technologies in Flame Arrester of End Line)

  • 팜민억;최민선;김부기
    • 해양환경안전학회지
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    • 제25권4호
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    • pp.468-475
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    • 2019
  • 엔드라인 폭연방지기는 수직 환기장치에 폭연방지와 함께 대기방출을 하도록 한다. 엔드라인 폭연방지장치는 선박과 같은 산업현장의 다양한 분야에 적용된다. 폭연방지기에서 스프링은 스프링 부하와 스프링의 탄성이 후드 개방 모멘트를 결정하므로 필수 부품이다. 더욱이, 장치 내 스프링은 고온의 상태에서도 작동해야 한다. 따라서, 폭연이 나타나기 시작할 때 스프링의 기계적 하중과 탄성을 분석할 필요가 있다. 이 연구에서는 엔드라인 폭연방지기의 작동 프로세스의 시뮬레이션을 기반으로 열 및 구조해석을 수행하으며, 스프링의 3차원 모델은 CFD 시뮬레이션을 이용하였다. CFD 해석은 FEM 시뮬레이션 값을 입력하여 스프링 구조를 분석한다. 본 연구에서는 스프링 부하의 43 kg, 93 kg 및 56 kg 세 가지 경우 즉, 150 mm 스프링 디플렉션에 부합하도록 집중적으로 관찰하였다. 결과적으로, $1,000^{\circ}C$ 가열조건 하에서 5분 후에 스프링 부하가 10 kg 감소했다. 시뮬레이션 결과는 연소 시간 변화에 따라 스프링의 부하와 탄성을 예측하고 추정할 수 있었다. 또한, 연구의 결과는 폭연방지기의 제조자들에게 역화방지장치뿐만 아니라 스프링의 설계를 최적화하기 위한 참고 자료로 활용할 수 있다.

철학상담과 여성주의상담 (Philosophical Counseling and Feminist Counseling)

  • 노성숙
    • 여성학논집
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    • 제26권1호
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    • pp.3-39
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    • 2009
  • 최근 철학의 새로운 분야로 부상하고 있는 철학상담은 1981년 아헨바흐(Achenbach)에 의해 '철학실천'이라는 용어로 창안되었다. 철학상담은 상담가인 철학자로 하여금 학계라는 울타리를 벗어나 애초에 실제 삶의 맥락으로부터 시작되었던 '철학함'을 회복시키고자 노력한다. 또한 철학상담은 삶의 위기에 처한 내담자들로 하여금 자신의 삶을 근본적으로 재검토하고 새롭게 직면할 수 있는 기회를 제공함으로써, 그 스스로의 모습을 되찾고, 자신이 원하는 삶을 실현시키기 위해 다시 용기를 내어 걸어갈 수 있도록 독려한다. 이 논문의 목적은 철학상담과 여성주의상담을 비교검토함으로써 한국 여성들을 위한 철학상담의 새로운 모델을 창출하는 데에 필요한 첫 윤곽을 잡아보려는 데에 있다. 우선적으로 2장에서 철학상담의 역사와 특성을 소개한 뒤에, 3장에서 '여성의전화'의 상담활동을 중심으로 한국에서의 여성주의상담이 지나온 역사와 그 특성을 고찰한다. 나아가 4장에서 양자의 내용적인 공통점들을 찾아내어 비교검토하면서 양자를 더욱 심도있게 이해하고 그 관계성을 더욱 촉진시키고자 시도한다. 그리하여 비록 철학상담과 한국 여성주의상담이 서로 다른 역사적, 사회적, 문화적 맥락과 배경에서 시작되었고, 각기 다른 활동영역에서 전개되어왔지만, 다음의 네 가지 공통적인 신념, 즉 '실천이라는 토대에서의 상담', '상담가와 내담자의 평등한 관계의 확립', '상담가의 경청과 자기개방의 중요성', '깊은 존중과 이해에 기반한 내담자의 자기됨과 자기양육'에 근거하고 있음을 밝혀본다. 이와 같이 볼 때, 두 상담 모두가 진정으로 '인간다운 삶'의 실현을 목표로 하고 있음을 알 수 있으며, 특히 철학상담이 앞으로 한국 여성들의 '잘 삶'을 증진시킬 수 있는 구체적인 대화의 기회를 제공할 수 있으리라 기대한다.

Do good return policies work across cultures? Effect of lenient return policies on online shopper perceptions in Eastern culture

  • Yang, SuJin;Choi, Yun Jung
    • Asia Marketing Journal
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    • 제15권2호
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    • pp.75-97
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    • 2013
  • While good return policies are suggested as one of the critical services for e-commerce, ambivalence between the burden of the cost and shoppers' satisfaction may prevent e-tailers from increasing their level of leniency. Based on the S-O-R model, this study has attempted to develop a grounded theory to explain how lenient return policies shape online shoppers' perceptions and responses, with a focus on cultural influences in the relationship. In order to check the cultural effects of the lenient return policy, thirty two female and eleven male undergraduate students in South Korean shoppers, who are accustomed to strict return policies, participated in the semi-structured interview. A series of open-ended questions were designed to explore consumers' reactions toward four different levels of the lenient return policy: from the strict type in South Korea to the lenient type in the U.S. Using qualitative research methods, this research has defined three types of dimensions of lenient return policy: return possible period, complexity of progress, and other restrictions. While previous researchers did not pay much attention, the last dimension, other restrictions, is shown to be the most significant in influencing online shoppers' perceptions, especially in South Korea. Also, the impacts on online shoppers' perceptions from the three types of sub-dimensions of return policy were somewhat different. Whereas a longer return possible period was considered more favorable, a medium level of complexity and restrictions were considered more desirable. In summary, this result showed that shoppers in Eastern cultures, i.e. South Korean online shoppers, seem favorable to a medium level of lenient return policies, while allowing for taking precautions against possible fraudulent behaviors and setting other restrictions. Therefore, most of retailers in South Korea recommended that e-tailers who adopt the most lenient return policies raise the bar to guard ethical shoppers from fraudulent users. Next, lenient return policies can enhance ease of use, usefulness, affect, and trust while relieving perceived risk, which is connected to intention to purchase, satisfaction, and loyalty. Interestingly, lenient return policies are more likely to change the behavioral responses of online shoppers, such as return and purchase, rather than change their attitudes or beliefs such as image, satisfaction, and loyalty. This tendency can be seen more clearly in the direct influences of return policy on responses. The reaction to lenient return policy is mostly the intention to return or to purchase. This suggests that return policy serves the e-tailers as a powerful tool in increasing online shoppers' purchase intention at the moment of purchase. Therefore, e-tailers who plan to expand their market to eastern countries, including South Korea, have to build a shield of restrictions around their lenient return policy, rather than immediately applying their original liberalized return policy. Also, e-tailers in South Korea need to review their strict and undifferentiated return policies to deal with the unsatisfied reactions of online shoppers toward their normal return policies. Although the present study was confined to the return policies currently being practiced by popular e-tailers, it would be worthwhile to develop effective return policies separately for each country, especially South Korea, keeping the culture of the relevant country in mind.

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현대회화에서 드러난 해체의 형식론에 관한 연구 -타의적 해체와 자의적 해체의 성격규정을 중심으로- (A study of the destructive styles from Contemporary Paintings - Focused on distinguishing enmity-destruction and self-destruction -)

  • 박기웅
    • 조형예술학연구
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    • 제7권
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    • pp.5-63
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    • 2005
  • Generally, the meanings of destruction are related in the meaning of demolition, breakdown, into fragments ... and so on, and the similar meanings are twist, crush, demolish, split, cut, into pieces , break up ... etc. Further, it has related in the cruelty and destructive heart which are linked with orgy, Sadism, Necrophilia and so on. The meanings are also expressed by the initial , which are deprivation, deface, defame, deform, degrade, delegitimize, denounce , deride, destroy, devalue, as well as debase, debunk, declaim, declassify, decry, delete, denigrate, deprecate, despise or detract ...and so on. Dario Gamboni has discussed the meaning in his book as two categories Iconoclasm and Vandalism. And the similar meanings could be found in the words which has the initial of , like abase, abate, abhor, abjure, abolish, abridge, abuse ...and so on. Even though the distinct meanings of Iconoclasm and Vandalism, it is not easy to distinguish clearly between the differences when the results are accomplished in contemporary paintings because of the similarity of the results. In korean vocabulary there are no similar words to distinguish between the meanings of destruction and deconstruction, and the deconstruction is not recorded in the general dictionaries. However the meaning of is diminishing, separation, contrast and so on. So the unification of the word as do-construction is not construct, minus construction, reverse construction. And Vincent Ditch explained that there are the meaning of destroy the text. From Jacques Derrida, the deconstruction strategy is to criticise the world of traditional metaphysics and logocentrism, and not to reconstruire the philosophical meaning of texts but $d\'{e}construire$ them. And Saussure emphasized that the signifers could have more meaning that there can be more signified in traditional texts in the art. as a result, deconstruction is explained that there are many signified meanings in a signifer. In this thesis , from using the meanings of destruction and deconstruction, to distinguish the expressive skills in contemporary art works are arising. Therefore, special methods which are linked in the destruction styles are selected. As a result, the two different purposes of destruction is arising, one is enmity destruction and the other is self destruction another word, auto destruction or destruction to create The enmity destruction can be distinguished by the two category Iconoclasm and Vandalism. They come from the moment of different historical aspect is arising and want to attack the Icon or masterpiece this concept is from the study of John Philips and especially iconoclasm is linked with religious and artistic heart, but Vandalism is come from the political attack. Sometime, this distinguish is not clearly arising, because the two aspects are co-related in the attack. As a result, firstly, the Iconoclastic controversy had arisen in the methods of Dadaism which has developed by Man Ray, Francis Picabia and Marcel Duchamp. They want to attack the pre-established master-pieces and painting spaces, and they had 'non-artistic attitude' not to be art. Since 1980, the German artist Anselm Kiefer adapted the methods and made them his special skills so he had tried to paint tough brush strokes and draw with hugh pallette image line and fire and water images , they can be the image attack as the Iconoclasm. secondly, the model of vandalism is to be done by hammer, drill, canon and so on. the method is to attack the content of painting. Further, the object of destruction is bound by cords and iron lings to demolish or to declare the authority of pre-statues; it symbolize the pre-authority is gone already. Self-destruction based paintings are clearly different in the purpose of approaching the art work. First of all, they can be auto-destruction, creative destruction and metamorphosis destruction, which is linked with the skill the material aspect and basic stature, and sign destruction or signifier destruction, which is link with the inner meaning destruction that is considered as the Semiotical destruction in post-modern paintings. Since 1960, the auto destruction is based on the method of firing, melting, grinding and similar skills, which is linked with Neo-Dada and reverse-assemblage. Metamorphosis destruction is strongly linked with the basic inner heart price and quality, so it can be resulted in the changedness of expectation and recognition. Tony Cragg has developed the skills to metamorphose the wood as stone or iron as cloth and stone as sponge and rubber and so on. The researcher has developed the same style in the series of since 2003. The other self-destructive methods are found in the skill of sign destruction. In the methods the meaning of the art is not fixed as one or two, but is developed multi-meaning and differ from original starting situation, so Jacques Derrida called the difference meaning in deconstruction. It is the destruction of textes. These methods are accomplished by David Salle, Francesco Clemente, and recently Tracy Emin, who has developed the attacking heart in the spectators' emotion. Sometime in the method of self-destruction, it is based on horror and shock, the method is explored by Demian Hirst and Jakes and Dinos Chapman. Their destructive styles stimulate ambivalent heart and destroy original sign of girl and animals.

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Relationship between Brand Personality and the Personality of Consumers, and its Application to Corporate Branding Strategy

  • Kim, Young-Ei;Lee, Jung-Wan;Lee, Yong-Ki
    • 마케팅과학연구
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    • 제18권3호
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    • pp.27-57
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    • 2008
  • Many consumers enjoy the challenge of purchasing a brand that matches well with their own values and personalities (for example, Ko et al., 2008; Ko et al., 2006). Therefore, the personalities of consumers can impact on the final selection of a brand and its brand personality in two ways: first, the consumers may incline to purchase a brand or a product that reflects their own personalities; second, consumers tend to choose a company that has similar brand personalities to those brands that are being promoted. Therefore, the objectives of this study are following: 1. Is there any empirical relationship between a consumer's personality and the personality of a brand that he or she chooses? 2. Can a corporate brand be differentiated by the brand personality? In short, consumers are more likely to hold favorable attitudes towards those brands that match their own personality and will most probably purchase those brands matching well with their personality. For example, Matzler et al. (2006) found that extraversion and openness were positively related to hedonic product value; and that the personality traits directly (openness) and indirectly (extraversion, via hedonic value) influenced brand effects, which in turn droved attitudinal and purchase loyalty. Based on the above discussion, the following hypotheses are proposed: Hypothesis 1: the personality of a consumer is related to the brand personality of a product/corporate that he/she purchases. Kuksov (2007) and Wernerfelt (1990) argued that brands as a symbolic language allowed consumers to communicate their types to each other and postulated that consumers had a certain value of communicating their types to each other. Therefore, how brand meanings are established, and how a firm communicate with consumers about the meanings of the brand are interesting topics for research (for example, Escalas and Bettman, 2005; McCracken, 1989; Moon, 2007). Hence, the following hypothesis is proposed: Hypothesis 2: A corporate brand identity is differentiated by the brand personality. And there are significant differences among companies. A questionnaire was developed for collecting empirical measures of the Big-Five personality traits and brand personality variables. A survey was conducted to the online access panel members through the Internet during December 2007 in Korea. In total, 500 respondents completed the questionnaire, and considered as useable. Personality constructs were measured using the Five-factor Inventory (NEO-FFI) scale and a total of 30 items were actually utilized. Brand personality was measured using the five-dimension scale developed by Aaker (1997). A total of 17 items were actually utilized. The seven-point Likert-type scale was the format of responses, for example, from 1 indicating strongly disagreed to 7 for strongly agreed. The Analysis of Moment Structures (AMOS) was used for an empirical testing of the model, and the Maximum Likelihood Estimation (MLE) was applied to estimate numerical values for the components in the model. To diagnose the presence of distribution problems in the data and to gauge their effects on the parameter estimates, bootstapping method was used. The results of the hypothesis-1 test empirically show that there exit certain causality relationship between a consumer's personality and the brand personality of the consumer's choice. Thus, the consumer's personality has an impact on consumer's final selection of a brand that has a brand personality matches well with their own personalities. In other words, the consumers are inclined to purchase a brand that reflects their own personalities and tend to choose a company that has similar brand personalities to those of the brand being promoted. The results of this study further suggest that certain dimensions of the brand personality cause consumers to have preference to certain (corporate) brands. For example, the conscientiousness, neuroticism, and extraversion of the consumer personality have positively related to a selection of "ruggedness" characteristics of the brand personality. Consumers who possess that personality dimension seek for matching with certain brand personality dimensions. Results of the hypothesis-2 test show that the average "ruggedness" attributes of the brand personality differ significantly among Korean automobile manufacturers. However, the result of ANOVA also indicates that there are no significant differences in the mean values among manufacturers for the "sophistication," "excitement," "competence" and "sincerity" attributes of the corporate brand personality. The tight link between what a firm is and its corporate brand means that there is far less room for marketing communications than there is with products and brands. Consequently, successful corporate brand strategies must position the organization within the boundaries of what is acceptable, while at the same time differentiating the organization from its competitors.

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