• Journal of Global Scholars of Marketing Science
• /
• v.18 no.4
• /
• pp.245-276
• /
• 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 Korean Academy of Nursing
• /
• v.36 no.4
• /
• pp.596-603
• /
• 2006

Purpose. This study examined Korean clinical nurses' intentions to care for SARS patients and identify determinants of the intentions. Theory of planned behavior was the framework to explain the intentions of Korean nurses for SARS patients care. Methods. A convenient sample of six hundreds and seventy nine clinical nurses from four university-affiliated hospitals located in Seoul and in Kyung-gi province was used. Self-administered (83-items) questionnaire was used to collect data. Intentions, attitude, subjective norm, perceive behavioral control, behavioral beliefs, normative beliefs, and control beliefs were the study variables. All items were measured using 7point Likert scale (-3 to +3). Data were analyzed using descriptive statistics, Pearson correlation method, and stepwise multiple regression methods. Results. Intentions and attitudes toward SARS patient care among Korean clinical nurses were moderate, but their subjective norm and perceive behavioral control of SARS patients care were negative. Stepwise multiple regression analysis indicated that attitude toward SARS patient care, perceived behavioral control, subjective norm were the determinants of the intentions for SARS patients care as theory proposed. Among the behavioral beliefs, 'SARS-patient caring would be a new experience', 'during SARS-patient caring, I should be apart from my family', 'after completing SARS-patient caring, I would be proud of myself being able to cope with a stressful event' and 'with my SARS-patient caring, patients could recover from SARS' were the significant determinants. Among the normative beliefs, colleague approval, spouse approval, and physician approval were significant determinants of the intentions. Among the control beliefs, 'SARS-patient caring would be a challenge' 'SARS-patient caring is a professional responsibility', 'tension during the care of SARS patients' and 'support from team members' were the significant determinants of the intentions. Conclusions. Korean clinical nurses in this study were not willing to care for SARS patients and showed negative attitude toward the care. They believed their friends and family were not approved their care for SARS patients. Nurses were in conflicts between professional responsibilities to care for SARS patients and personal safety. This study was the first to understand stress and burden of Korean clinical nurses who are in front line to care for newly developed communicable disease such as SARS. Under the circumstance where several fatal communicable diseases are predictable, conflicts between professional responsibility and their personal risks should be taken into considerations by nurses themselves and by nursing administrators in order to improve quality of care.

• Journal of the Korean Dietetic Association
• /
• v.3 no.2
• /
• pp.141-158
• /
• 1997

The purpose of this study were to investigate the job analysis questionnaire was mailed to 250 dietitians who are members of The Korean dietetic association practice group in self-operated foodservices(hereafter group A)and 250 dietitians who are employed in contracted foodservice companies(hereafter group B). Completed questionnaires were received from 285 dietitians(121 in self-operated, 164 in contracted) ; a response rate of 57%. Statistical data analysis was completed using the SAS/win packages for descriptive analysis, t-test, $x^2$-test, The results of this study can be summarized as follows. 1. The dietetic training or internship experiences were significantly different between the two sample group(p<.001), but the perceptions of needs for training or internship were not different between and they thought one to six month training would be needed for the job. 2. The question about the time needed in order to perform an expert job was answered significantly differently(p<.001) 3. Group A usually took part in obligatory continuing education and short-term training courses, and group B usually took part in obligatory continuing education and on-the-job trainings, respectively. However both group perceived all three types of educations would be needed for performing the job better. 4. As for the physical demands of the job, a certain degree of accuracy and dexterity for physical tasks and equipment operations was needed for the job. Concerning the mental demands, they answered that their job needs considerable creativity and judgement for planning and performing their tasks was needed. 5. As for responsibilities, group B's responsibilities were heavier than group A’s(p<.001) and need for confidentiality was also greater for group B than for group A(p<.001). 6. As for the supervising role differences, group A rarely received supervision from others and they were given directions only in essential situations, whereas group B was usually supervised when planning and performing their job and tasks, showing significant difference in positions between the two sample groups(p<.001). But each group supervised co-workers and employees in their department. 7. With regard to personal contact, both groups frequently contacted people in their department and other departments at the company and sometimes people outside the company. 8. Concerning the work environment, there were some risks and discomforts in the physical environment and there was no significant difference between the two sample groups.

• The Journal of The Korea Institute of Intelligent Transport Systems
• /
• v.17 no.3
• /
• pp.32-45
• /
• 2018

This study aims to compare the mutual perception gap on dangerous driving behavior between male and female drivers in multiple aspects, analyze them, and identify factors that trigger this different perception. To understand the mutual perception gap on dangerous driving behavior, DBQ(Driving Behavior Questionnaire) was applied as a rating scale. By applying results into the Co-oreintation model, this study compared the mutual perception gap between male drivers and female drivers and analyze results. In addition, factors that generate the perception gap between both genders were drawn by analyzing factors. This study suggested that objective consistency identified the perception gap that driving behaviors of others were more dangerous between two genders. In addition, subjective consistency was different as both genders assumed that the counterpart's driving behavior takes more risks than their own actual driving behaviors. In regard to the accuracy, men were aware that female driving behaviors are more dangerous than their behaviors. However, female driving behavior assumed by women was consistent with male perception in all factors, which indicated that women perceive men precisely. In addition, results were compared and analyzed in both perspectives of male drivers and female drivers by combining predictive models. Based on these results, both genders perceived that counterpart's driving behavior is more dangerous among both genders.

• Journal of Distribution Research
• /
• v.10 no.1
• /
• pp.59-84
• /
• 2005

Most of previous studies have proposed representative product categories which are likely to be sold on the on-line based only on the on-line benefits and risks. However, on-line shopping can be perceived another form of distribution channels from the perspectives of consumers. Therefore, in order to identify product categories which have a great potential to be sold on on-line stores, it is necessary to consider the perception and behavior at off-line shopping contexts as well as on on-line shopping circumstances. In this paper, we investigate the consumers' perception and behavior under both on-line and off-line shopping situations and classify them into several groups based on their perceptual and behavioral characteristics. Based on this classification, we empirically examine the product categories selling well on the on-line shopping. The empirical results show that there exist some patterns between distribution channels (on-line and off-line) and product categories. In addition, there are some differences among consumers regarding the perceptions and behaviors at on-line and off-line situations. Consumers who have high preference for on-line shopping tend to buy much wider product categories from on-line.

• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.20 no.12
• /
• pp.287-297
• /
• 2019

Responding to the rapid delivery demands and variety of small-volume products through human resource-dependent logistics operations in online markets is difficult. Logistics robots in fulfillment centers are expected to increase due to difficulties in hiring workers and rising labor costs. Amazon operates more than 100,000 robots in its Fulfillment centers. Alibaba, DHL, and UPS are also introducing robot technology to improve the logistics efficiency. Logistics robots are being used actively in the fierce online market competition of the global distribution industry. On the other hand, Korea is relatively sluggish. To revitalize the introduction of logistics robots in Korea, it is necessary to examine the factors that influence acceptance. The description of acceptability was based on an expanded technology acceptance model that has been verified through various studies. Studies have shown that both the ease and usefulness of purchasing have significant effects, and that ease has the greatest effect. The more experience involved, the more innovative, the more positive. The usefulness was shown to be positive as the perceived risks are low, price efficiency is good, and social impact is greater. This study provides theoretical and practical implications for logistics robot development and marketing.

• Journal of Distribution Science
• /
• v.13 no.10
• /
• pp.135-142
• /
• 2015

Purpose - Following the speedy development of the smart phone industry, tourism companies started to increase their brand recognition and sales volume by adopting mobile applications. However, applications for tourism industries are still insignificant. This study tries to analyze empirical evidence from Korean and Chinese consumers who have used mobile tour applications. By using an expansion of the technology acceptance model (TAM), this study will find what factors have effects on user intention for mobile tour applications. The findings will be helpful for the development of mobile tour applications and the tourism industries. Research design, data, and methodology - This study uses the TAM, which was presented by Davis in 1989. This study uses consumer acceptance level, consumer choice attitude, and use intention as the basic variables to fit to the TAM, and adopts choice content quality, brand value, and usage motivation as additional variables to analyze. This study has developed several hypotheses and collected data from 620 users who used mobile applications for tourism during April 1 to April 30, 2015. A total of 612 valid questionnaires were collected and used in the data analysis. The data was analyzed with structural equation modeling using SPSS Win/pc and Amos 22.0. Results - The findings can be summarized as follows: First, the content quality affects the consumer acceptance degree and choice attitude. Second, the brand value has a directly positive effect on the consumer acceptance degree and choice attitude. It is clear that the content quality and brand value play important roles in raising consumer acceptance and choice attitude. Third, usage motivation has no effect on the consumer acceptance degree and choice attitude. Fourth, the acceptance degree does not have any effect on the consumer choice attitude. Fifth, the acceptance degree affects the use intention. Last, the consumer choice attitude affects the use intentions. This indicates that consumer acceptance and choice attitude must both be achieved to induce use intention among consumers. Finally, the effects of the mobile tour application content quality and brand value on consumer acceptance degree and choice attitude were confirmed. Additionally, the effects of the consumer acceptance degree and choice attitude on use intentions were analyzed. Conclusion - It is not meaningful for tourism marketing to launch tour applications in the mobile market without understanding tourism consumer characteristics. When developing mobile tour applications, companies should focus on the characters of consumer choice attitudes as high quality, high brand value, usefulness, and ease of mobile tour applications. This study has limitations in that it did not consider negative factors such as perceived risks or analyze whether there are differences between Korean and Chinese consumers. In the future, we will consider equipping the same mobile tour applications commonly used by both Korean and Chinese consumers, and then examine negative factors as well as the differences in mobile tour applications between Korean and Chinese consumers.

• The Korean Society of Law and Medicine
• /
• v.12 no.1
• /
• pp.133-173
• /
• 2011

Since mid-1960s the reports from the Surgeon General, the World Health Organization, and other health experts state that there is no risk-free level exposure to smoking and secondhand smoke. Tobacco smoke is made up of more than 7,000 chemicals. Hundreds are toxic, and at least 70 are carcinogens. The chemicals in tobacco smoke reach smoker's lungs quickly every time smoker inhale causing damages immediately. Inhaling even the smallest amount of tobacco smoke can also damage smoker's DNA, which can lead to cancers. Smoking is responsible for more than 87% of lung cancers, but there are a host of other chronic diseases directly related to exposure to tobacco smoke. It's also a major cause of heart disease, stroke, aortic aneurysm, peripheral arterial disease and most of the other diseases. In the United States, each year with more than from 440,000 to 520,000 deaths caused by smoking and exposure to involuntary smoke. They conclude that smoking is the single most important source of preventable morbidity and mortality. The United States of America have about 60-year history of tobacco litigation. Tobacco litigation has been an important tool in tobacco control strategies aimed at limiting the activities of tobacco companies and providing redress to people who have become ill as a result of their use of tobacco products. Tobacco litigation is a kind of tort litigation. Quite often, as in the asbestos and other mass tort litigation episodes, tobacco litigation can play an educational role, warning the public about the magnitude of health risks that might otherwise be less clearly perceived. Tobacco litigation allows smokers, their families or other victims of smoking to sue tobacco companies in order to be compensated for the harm they have suffered. Potential benefits of tobacco litigation include compensation for smoking-related damages, strengthening regulatory activity, publicity, documents disclosure and changing tobacco industry behavior. And also tobacco litigation can limit the political activities of tobacco industry, protect human rights of smokers and non-smokers, increase burden to tobacco price-up and enhance the effects of law and politics in public health.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.40 no.6
• /
• pp.1045-1061
• /
• 2016

This study clarifies differences in attitudes toward the Omni-Channel service (Pintech service, Beacon service, and Click and Collect service) and fashion consumption behavior among four clusters grouped by level of technology readiness. An online survey was conducted; 572 individuals between 20 and 30 years of age were collected, but only 539 were used. Factor analysis, cluster analysis, descriptive statistics, ANOVA, and frequency analysis were adopted to analyze data using SPSS 20.0. The results are as follows. Technology readiness was divided into four factors: optimism, innovativeness, discomfort, and insecurity. Participants were divided into four groups according to four sub-factors of technology readiness: brave adopters, optimistic laggards, indifferent adopters, and critical adopters. These groups showed significant differences in attitudes toward the Omni-Channel service and fashion consumption behavior. Critical adopters and brave adopters recognized the value of the Omni-Channel service and had more positive attitudes toward it than other groups. Critical adopters also better perceived the risk of service with new technology that showed higher fashion innovativeness and monthly consumption of fashion products than other groups. We inferred that the indifferent adopters did not use the Omni-Channel service or services offered by fashion retailers as much as other groups because indifferent adopters were less interested in both the Omni-Channel service and fashion consumption behavior than other groups. Optimistic laggards viewed the Omni-Channel service optimistically, despite perceptions of high risks to accompanying it and a low intent to use it. The results of this study assisted in the formation of a theoretical framework of consumer behavior associated with the Omni-Channel, which is an emerging issue in research related to distribution. The results can help fashion industries that operate consumer-oriented marketing based on Omni-Channel strategies.

• Journal of the Korea Convergence Society
• /
• v.12 no.4
• /
• pp.95-103
• /
• 2021

This study was aimed to investigate the education needs for prevention and control of infectious diseases by lifecycle based on age group and to provide the fundamental data to develop the educational programs. A research was conducted with 328 adults over 19 years old for a month of February 2021 through online and mobile survey by Gallup Korea. Research contents include the general characteristics, personal hygiene practices related to infection, perceived risks related to infection, importance and level of knowledge on infectious diseases, and education needs for prevention and control of infectious diseases. For the research data analysis, PASW Statistics Ver 20.0 was used as a statistical program. Ranks from analysis upon conversion as the formula of Borich needs to sum up with importance and knowledge level showed first (Borich 3.11) with treatments for infectious diseases; second (Borich 2.15) with process in case of suspicion and diagnosis of infectious diseases; third (Borich 1.75) with transmission routes of infectious diseases; fourth (Borich 1.73) with preventive ways of infectious diseases; fifth (Borich 1.50) with diagnostic and test methods of infectious diseases; sixth (Borich 1.45) with characteristics of infectious diseases; and seventh (Borich1.38) with main symptoms of infectious diseases. It is anticipated that development of educational programs applying education needs for prevention and control of infectious diseases in this research can contribute to enhance the physical health, mental health, and psychological well-being of the subjects.