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Brand Equity and Purchase Intention: The Fashion Market in China (상표자산이 구매의도에 미치는 영향: 중국패션시장에서)

  • Lee, Dong-Hae;Choi, Young-Ro
    • Journal of Distribution Science
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    • v.13 no.7
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    • pp.85-90
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    • 2015
  • Purpose - Global trends play a part to change the structure of the fashion industry. In particular, companies attempting to conduct innovative marketing centering on such products as SPA brands are growing into global companies. SPA stands for "Specialty Store Retailer of Private Label Apparel", meaning its activities are fully integrated from manufacturing through sales, including material procurement design, product, distribution, inventory management, and final sales. For this reason, more understanding of individual corporate profitability is very sensitive to consumer's attitudinal changes. The effects that corporate marketing activities on customer lifetime value through brand attitude were analyzed based on a structural equation model. Rust suggested value equity, brand equity, and relationship equity as customer equity driver. The study examines Chinese consumer because China is the fastest growing fashion market in the world. Research design, data, and methodology - The survey targeted Chinese college student age 20s. Only respondents who had purchased SPA brands in the past year were included for this research. A total of 303, except for 47 missing data of 350 distributed questionnaires were included in this research. The questionnaire is consists of six part to measure value, brand, relationship equity, attitude toward brand, purchase intention and demographic characteristics. This research conducted exploratory factor analysis and reliability test. To verify research hypotheses, structural equation model test was conducted. As for customer equity, diversified models in consideration of the scope of acquisition data, a method of collection of data, influencing factor, and predictability were suggested based on a net present value model. However, the history of customer equity study is relatively short, and sufficient empirical analyses have not been conducted, so more integrated analysis is required. In this study, the concept of driver suggested by Rust was applied to figure out the effects that consumer's attitude has on customer equity. The customer equity driver suggested by them consists of brand equity, value equity, and relationship equity. Results - This study reveals that value equity and brand equity have a positive influence on relationship equity. And, relationship equity has a positive influence on purchase intention through brand attitude. However, value equity and brand equity do not influence on brand attitude. Conclusion - The results of this research generated following implications. First, SPA brands need to take advantage of their value equity such as perceived low price and up-to-date fashion style to attract Chinese young consumer. Second, strong brand equity promises dominants position in the competitive market. As Chinese fashion market grows rapidly, SPA brands can consider branding strategy such as flagship store and celebrity marketing enhancing brand image. Third, the core concept of customer equity strategy is to maintain a relationship with their expecting and existing customers. The relationship equity is built by brand equity and value equity. When SPA brands serves product and service meet with individual customers, customers have intimacy to the brands.

Hepatic artery anastomosis in liver transplantation (간이식에서 간동맥 문합술)

  • Park, Myong Chul;Kim, Chee Sun;Park, Dong Ha;Pae, Nam Suk;Wang, Hee Jung;Kim, Bong Wan
    • Archives of Plastic Surgery
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    • v.36 no.1
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    • pp.33-37
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    • 2009
  • Purpose: Liver transplantation is considered as the treatment of choice in many acute and chronic liver diseases, and it is becoming more common. Since successful microscopic anastomosis of hepatic artery is a crucial requirement of successful liver transplantation, we studied and analyzed the result of hepatic artery anastomosis of liver transplantation in our liver transplantation center. Methods: 145 liver transplantations were performed between February 2005 and May 2008. Male to female ratio of the liver transplantation recipients was 3.4 : 1. Anastomosis of portal vein, hepatic vein and biliary tract was performed by the general surgeon, and anastomosis of hepatic artery was performed by the plastic surgeon under the loupe or microscopic vision. After the hepatic artery was reconstructed, anastomosed site status and flow were checked with Doppler ultrasonography intraoperatively and with contrast enhanced CT or angiography postoperatively if necessary. Results: Out of 145 liver transplantations, cadaveric liver donor was used 37 cases and living donor liver transplantation was performed 108 cases including the 2 dual donor liver transplantations. As for the baseline diseases that resulted in the liver transplantation, there were 57 cases of liver cirrhosis and hepatocellular carcinoma due to hepatitis B, taking up the greatest proportion. Single donor hepatic artery was used in 114 cases, and mean artery diameter was 2.92 mm and mean artery length was 24.25 mm. Hepatic artery was used as the recipient artery in every case except the 8 cases in which gastroepiploic artery was used as alternative. Out of 145 cases of hepatic artery anastomosis, 3 cases resulted in the thrombosis of the hepatic artery, requiring thrombectomy and re - anastomosis. In all 3 cases, thrombosis was found in left hepatic artery and there was no past history of hepatic artery chemoembolization. Conclusion: Incidence of hepatic artery thrombosis after the anastomosis of hepatic artery during liver transplantation was 2.1%, which is considered sufficiently low.

Seroprevalence of Measles Antibody and its Attributable Factors in Elementary Students of Routine 2-dose Schedule Era with Vaccination Record (예방접종력이 있는 초등학생의 홍역 항체 양성률 및 기여 요인)

  • Lim, Hyun-Sul;Goh, Un-Yeong;Yang, Byung-Guk;Kim, Young-Taek;Lee, Jong-Koo;Bae, Geun-Ryang
    • Journal of Preventive Medicine and Public Health
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    • v.38 no.4
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    • pp.431-436
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    • 2005
  • Objectives : We investigated the seroprevalence of the measles antibody and its at tributable factors for the students who underwent routine 2-dose Schedule Era. Methods : The subjects were 996 students of the national measles seroepidemiologic study in December 2000 who had vaccination records. We conducted a questionnaire survey and we performed serologic testing for the measlesspecific IgG by using an enzyme linked immunosorbent assay. Results : The coverage for the first dose of the MMR vaccination at 12-15 months of age was 95.1% and the coverage for the second dose of MMR at 4-6 years of age was 35.0%. The proportion of subjects undergoing 2-dosesof MMR dec reased as the age of the subjects increased. The seropositive rate of the measles antibody was significantly high in the second dose vaccinees (93.5% in the second dose group, 84.7% in the non-second dose group, p<0.001) and it was 72.0% in the 0-dose group, 85.4% in the 1-dose group and 93.7% in the 2-dose group (p<0.001). Two point eight percent of the subjects had a past history of measles infection. On the multiple logistic regression analysis, the first and second dose (odds ratio, 8.54; 95% CI.=3.05-23.91), the first dose (odds ratio, 3.06; 95% CI.=1.20-7.81) and the outbreak in the year 2000 (odds ratio, 1.89; 95% CI.=1.24-2.88) were the significant factors for the seropositivity. Conclusions : Maintaining high coverage with a 2-dose vaccination program would be the decisive factor to prevent an outbreak of measles and to eliminate measles in Korea.

Nephropathy in Chronic Lead Poisoning (만성 연중독자에서 발생한 신장해)

  • Kim, Byoung-Gwon;Kim, Sung-Ryul;Hong, Young-Seoub;Rha, Seo-Hee;Kim, Jung-Man;Jung, Kap-Yull;Kim, Joon-Youn
    • Journal of Preventive Medicine and Public Health
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    • v.29 no.1 s.52
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    • pp.43-50
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    • 1996
  • We experienced a case of nephropathy in chronic lead poisoning. The patient was 43-year-old male who has been working in secondary lead smelting plant for 14 years. On admission, blood pressure was 160/90 mmHg and the others were non-specific. In past history, he received chelating agent administration for lead poisoning irregularly and medicated for gout, and the blood lead concentration was $180.0{\mu}g/dl$ on 2 months before admission. Smoking habit has been 1 pack per day for 15 years and drinking habit has been 1 bottle of Soju per day but less flow. In liver function test, AST/ALT were 27/28 IU/l and $\gamma-GT$ was 456 IU/l. In blood test, Hb : 11.5 g/dl, Hct : 34.0% and basophilic stipplings were found in peripheral blood smear. Chest PA was normal and abdominal ultrasonographic finding was non-specific except fatty liver. In the test of lead exposure indices, $PbB:83.0{\mu}g/dl,\;PbU:28.3{\mu}g/l$, and blood ZPP was $300.0{\mu}g/dl$. And in renal function test, BUN : 31.4 mg/dl, blood creatinine : 2.7mg/dl, blood uric acid. 9.1 mg/dl, urinary albumin : 100.0 mg/g creatinine, urinary $\alpha_1-microglobulin$ : 120.5 mg/g creatinine, urinary $\beta_2-microglobulin$ : $183.8{\mu}g/g$ creatinine, and 24 hours urinary creatinine clearance was 31.9 ml/min. The ultrasonoguided renal biopsy showed the global sclerosis of glomerulus, moderate atrophy and loss of tubule, and interstitial fibrosis in light microscopy. There were diffuse losses of brush border of proximal tubule in electronmicroscopy.

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Origins and Evolution of Social Medicine and Contemporary Social Medicine in Korea (사회의학의 기원, 진화 및 한국 사회의학의 실상)

  • Han, Dal Sun;Bae, Sang-Soo;Kim, Dong-Hyun;Choi, Yong-jun
    • Journal of Preventive Medicine and Public Health
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    • v.50 no.3
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    • pp.141-157
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    • 2017
  • Social medicine is recognized as one of medical specialties in many countries. However, social medicine has never been formally introduced to Korea, presumably because the term and its principles were not accepted for some years in the past in American medicine, which has strongly influenced Korean medicine. This paper describes the origins and evolution of social medicine and briefly discusses contemporary social medicine in Korea. Social medicine was initiated in France and Germany in 1848. Since then, it has expanded globally and developed in diverse ways. Included in core principles of social medicine is that social and economic conditions have important effects on health and disease, and that these relationships must be subjected to scientific investigation. The term 'social medicine' is rarely used in Korea, but many of its subject matters are incorporated into preventive medicine which, besides prevention, deals with population health that is inescapably social. However, the Korean preventive medicine directs little attention to the basic concepts and principles of social medicine, upon which systematic development of social medicine can be based. Thus, it is necessary to supplement the social medicine contents of preventive medicine through formalizing the linkages between the two fields. One way of doing so would be to change the title of 'preventive medicine' course in medical colleges to 'preventive and social medicine,' as in many other countries, and to adjust the course contents accordingly.

Pediatric Voice Handicap Index-Korean(pVHI-K) : A Pilot Study for Standardization (한국어판 소아음성장애지수(pVHI-K : Pediatric Voice Handicap Index-Korean) : 표준화를 위한 예비연구)

  • Park, Sung-Shin;Choi, Seong-Hee;Hong, Young-Hye;Jeong, Nyun-Gi;Sung, Myung-Whun;Kim, Kwang-Hyun;Kwon, Tack-Kyun
    • Journal of the Korean Society of Laryngology, Phoniatrics and Logopedics
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    • v.22 no.2
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    • pp.137-142
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    • 2011
  • Background and Objectives : The aim of this study is to introduce Korea version of pediatric VHI and to compare pVHI-K scores between children with dysphonia and children without voice problems before pVHI-K is developed as a preliminary study. Additionally, the relationship between pVHI and acoustic measures were investigated. Materials and Methods : pVHI-K scores in normal group were obtained from 15 parents who have children with no present or past history of a voice disorder, hearing loss, or related disability that can affect the their voice or speech. Dysphonia group consisted of 15 parents who have children with bilateral vocal fold nodule's at Department of Otolaryngology, the Seoul National University Hospital (SNUH). pVHI-K and acoustic parameters were measured in two group. Results : The mean pVHI scores (total, functional, physical, emotional) in normal group were 2.33 (T), 0.80 (F) 1.33 (P) and 0.27 (E), respectively whereas those of pVHI in children group with dysphonia were 23.13 (T), 11.07 (F), 5.73 (P) and 6.13 (E), respectively and significant differences were revealed in total pVHI score as well as in all of the sub-pVHI scores. Moreover, significant correlation between pVHI-K parameters (T, F, P) and acoustic measures [Shimmer(%)] were shown in children in dysphonia group. Conclusion : Reported by parents can be useful as a supplementary clinical tool for diagnosing and measuring treatment effectiveness in young children with dysphonia.

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A Study on the Textile Design for the Global Market (텍스타일 디자인의 세계화, 국제화를 위한 정부정책방향과 교육방안을 탐색하는 연구)

  • 차임선
    • Archives of design research
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    • v.12 no.1
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    • pp.27-36
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    • 1999
  • The history of the Korean textile industry is not very long. Its growth only began from the early 1960's. Since then, its production scale and export volume have enpanded enormosly. The textile industry made a great contribution to Korea's sustained economic growth over the past three decades. While expanding rapidly, however, the Korean textile industry went through many difficulties and problems. To survive through interational competition, the textile produce were manufactured on a subcontract basis and prices were set at too low levels. Consequently the profit margins were very small. To meet international competition for the 21st century, the textile industry requires restructuring and a drastic progress has to be made in textile design and technology. To become internationally competitive, the education system for textile design must be improved. The textile schools must be equipped with better technology and facilities so that students may have a hands-on experience and acquire application skills quickly and effectively. Also students should be given an opportunity to work in the industry as an intern. In order to make all these possible, both the government and the industry must be fully supportive. Textile designing can be considered a cultural reflection. This implies that to develop the textile industry requires the elevation of the people's mind and culture. To improve textile technology and to elevate the standard of textile design, the government and the textile schools must make continued effort together.

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Proposed Landslide Warning System Based on Real-time Rainfall Data (급경사지 붕괴위험 판단을 위한 강우기반의 한계영역 설정 기법 연구)

  • Kim, Hong Gyun;Park, Sung Wook;Yeo, Kang Dong;Lee, Moon Se;Park, Hyuck Jin;Lee, Jung Hyun;Hong, Sung Jin
    • The Journal of Engineering Geology
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    • v.26 no.2
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    • pp.197-205
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    • 2016
  • Rainfall-induced landslide disaster case histories are typically required to establish critical lines based on the decrease coefficient for judging the likelihood of slope collapse or failure; however, reliably setting critical lines is difficult because the number of nationwide disaster case histories is insufficient and not well distributed across the region. In this study, we propose a method for setting the critical area to judge the risk of slope collapse without disaster case history information. Past 10 years rainfall data based on decrease coefficient are plotted as points, and a reference line is established by connecting the outermost points. When realtime working rainfall cross the reference line, warning system is operating and this system can be utilized nationwide through setting of reference line for each AWS (Automatic Weather Station). Warnings were effectively predicted at 10 of the sites, and warnings could have been issued 30 min prior to the landslide movement at eight of the sites. These results indicate a reliability of about 67%. To more fully utilize this model, it is necessary to establish nationwide rainfall databases and conduct further studies to develop regional critical areas for landslide disaster prevention.

A Study of the Advanced Strategy for ICT-based Public Compensation Business (ICT 기반 공익사업 보상업무 첨단화 방안 연구)

  • Seo, Myoung Bae
    • Smart Media Journal
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    • v.9 no.1
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    • pp.75-83
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    • 2020
  • Compensation services that are indispensable during large-scale public utilities projects have been gradually increasing with the recent increase in construction, but there are no systematic compensation services due to the complicated procedures and manual work. For this reason, various problems such as construction period delays due to various complaints, corruption in compensation work, and impossible to trace the history of compensation data in the past are emerging. In this paper, in order to solve this problem, in-depth interviews and questionnaires were conducted to find out the problems of each compensation status. Based on this, 3 core technologies and 10 technical needs based on ICT were selected to improve the compensation work by deriving STEEP analysis and Issue Tree. The three core technologies are big data-based decision-making and prediction technology, advanced measurement technology, and open cloud-based compensation platform technology. In order to introduce the derived technologies to the institutions in charge of compensation, the possibility of technology diffusion by project operators was suggested based on the results of the current status of informatization by institution. Based on the core technology derived from this paper, it is necessary to make a prototype that can be advanced in compensation work and apply it to each institution and analyze the effect.

A Case of Tracheal Bronchus Associated with Bilateral Superior Vena Cava Anomaly (양측성 상대정맥 기형을 동반한 기관성 기관지 1예)

  • Jeong, Jae-Hee;Park, Moo-Suk;Kim, Hee-Man;Park, Jung-Tak;Chung, Jae-Ho;Choi, Byoung-Wook;Kim, Young-Sam;Chang, Joon;Kim, Sung-Kyu;Kim, Se-Kyu
    • Tuberculosis and Respiratory Diseases
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    • v.53 no.3
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    • pp.337-343
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    • 2002
  • A tracheal bronchus, an aberrant bronchus arising directly from the trachea, is an infrequent congenital anomaly. The incidence of this anomaly ranges from 0.5 to 5%. It usually originates from the right lateral wall of the trachea at the level <2 cm above the tracheal bifurcation. These patients usually are asymptomatic, but some patients may experience recurrent pneumonia, chronic bronchitis, bronchiectasis, or asthmatic episodes. A tracheal bronchus may be associated with other anomalies such as a tracheal stenosis, pulmonary agenesis, pulmonary sequestration, congenital heart disease, a pulmonary venous anomaly and Down's syndrome. This anomaly is usually diagnosed incidentally during bronchoscopy in patients with respiratory problems. Here we report a case of a 20-year-old man with a past history of bronchial asthma, which was incidentally diagnosed as a tracheal bronchus during a medical examination prior to military service, and was associated with a bilateral superior vena cava anomaly.