• 패션비즈니스
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• 제15권4호
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• pp.16-27
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• 2011

Consumers fill up not only their needs but also their own identity through apparel product and company. From this point of view, Brand personality is essential to convey customer's personality through advertizing influencing on buying behavior. This study investigates how personality factors of brand and advertising model and personality congruence influenced upon brand equity in casual apparel brands. The research methodology was questionnaire distributed to individuals who used to buy casual apparel brand. A total of 58 returned questionnaires were analyzed by internal validity, factor analysis and regression analysis with SPSS 12.0. The results of this study are as follows: in casual apparel brands, personality factors of brand and advertising model influence on personality congruence. Personality congruence influences on brand recognition and brand loyalty among brand equity.

• 동아시아식생활학회지
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• 제16권2호
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• pp.207-214
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• 2006

The purpose of this study was to examine the impacts of brand personality and employee personality on employee brand identification. The questionnaire developed for this study was distributed to 460 employees in F&B (food and beverage) departments and kitchen of 11 deluxe hotels in Seoul. A total of 398 questionnaires were used for analysis (86.5%) and the statistical analyses were completed using SPSS Win(12.0) for descriptive analysis, reliability analysis, t-test, and regression analysis. The results showed that employee brand identification was stronger at higher position, and also stronger among F&B department employees than among kitchen cooks. In addition, international hotels showed a higher level of employee brand identification than local hotels. Employee brand identification was also affected by hotel brand personality and employee personality. The dimension of 'sincerity' had the strongest effect on brand identification, followed by the dimensions of 'excitement' and 'sophistication'. Especially, when the hotel brand personality was lower than the employee personality at the dimension of 'sincerity', the level of employee brand identification was much lower. Overall, employee brand identification, which is a key factor for successful brand delivery to customer, could be enhanced through strong strategies to improve the brand personality dimensions and enhance employee development.

• 사상체질의학회지
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• 제33권3호
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• pp.127-137
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• 2021

Objectives The purpose of this study was to identify the effects of personality by each Sasang constitution on sleep using Positive Affect and Negative Affect Schedule(PANAS) and NEO-personality inventory(NEO-PI). Methods The subjects of this study were 2,078 people who had information on Sasang constitutional type and personality(PANAS, NEO-PI) among the data established at the Korean Medicine Data Center. Sleep time and sleep quality were investigated through self-written questionnaires. Sleep time was collected by hand-writing, and sleep quality was checked on a 4 point Likert scale. Pearson correlation analysis was conducted to see the correlation between personality and sleep in each constitutional type. Logistic regression was performed using personality as independent variables to find out how much personality affects sleep time. In order to find out how much personality affects sleep quality, regression analysis was performed using personality as independent variables. Results & Conclusions Sleep time was hardly affected by personality. As a result of Pearson correlation analysis, sleep time in all subjects did not show a significant correlation with personality. In logistic regression on sleep time as the dependent variable, no statistically significant results were obtained except for the Negative Affect(NA) in Taeeumin. Sleep quality showed a statistically significant correlation with the negative affect(NA), neuroticism(N), extraversion(E), Physical Component Summary(PCS) and Mental Component Summary(MCS). As a result of regression analysis on sleep quality as the dependent variable, neuroticism(N), negative affect(NA), positive affect(PA), and extraversion(E) were found in the factors affecting sleep quality. Besides, how much personality affected sleep quality might differ in each constitution. In all constitutions, sleep quality was affected by N, but the rank of N was different in each constitution. The sleep quality of Soyangin was not affected by E, and the sleep quality of Taeeumin was specifically affected by O.

• 대한가정학회지
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• 제30권2호
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• pp.171-187
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• 1992

The purpose of this study is to investigate personality adaptation factors related to life satisfaction of the aged. Personality adaptation factors were classified into four factors(The active-intergration, The dependent-passivity, The failing-overaboundance, The self-negativity). The hypothesises of this study are as follow : (1) Personality adaptation factors can be predited by demographic variables and family environmental variables. (2) Life Satisfaction can be predited by demogaphic variables and family environmental variables. (3) Each personality adaptation factors will be correlated with life satisfaction. For the test of hypothesises, Questionnaries were given to the randomly selected 332 persons over age 60 in Pusan. Questionnaries consist of 4 parts. These are demographic part, family environment part, personality adaptation factor part, and life satisfaction part. The data collected were analyzed by satistical methods such as Case, Percentage Factor Analysis, Multiple Regression Analysis, and Pearson's Correlation. According to the results of the analysis of this study, primary, personality adaptation factor is decided by personal problem. But, this personality adaptation factor of the aged is affected by family environment. Particulary, in the results of the study, frequent communication with their family is more important than physical solidary.

• 대한예방한의학회지
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• 제20권3호
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• pp.21-29
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• 2016

Objectives : The purpose of this study is to determine the Korean medicine brand personality awareness of university students and to determine how the Korean medicine brand personality affects the perceived value. Methods : The data for this study were collected through a self-administered survey to 173 subject from students enrolled in the University in B city. Frequency analysis, factor analysis, t-test, ANOVA, multiple regression analysis were used for the statistical analysis. Results : The result of factor analysis, seven factors were extracted. That was refinement, pleasure, trust, warmhearted, capacity, handsomeness, individuality. Overall, capacity, trust, warmhearted, handsomeness scores of Korean medicine brand personality score was higher than individuality, pleasure, refinement. Especially warmhearted, capacity affects the perceived value. Conclusions : Seven Korean medicine brand personality factors were extracted. Warmhearted, capacity affects the perceived value. It is necessary to develop the Korean medical management strategy and Korean medical policy.

• Asia Marketing Journal
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• 제14권4호
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• pp.167-188
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• 2013

In today's society with its emphasis on unlimited information access, control of available information about high-technology products is often vital to their success. When a product is released, consumers may initially be attracted through information about its remarkable internal and external features. They may also perceive a degree of congruence between their own personalities and the product image as more information becomes available over time. Consumers' changing impressions of the product may influence personality congruence negatively or positively. These changes and their effects on preference for high-technology products are the focus of this paper. A survey was given to a sample of 206 students at K University to investigate the degree to which consumer behavior can be influenced by personality congruence. The need for clear and definite product knowledge in this process and the effect of product information on preference were also investigated. Three analyses were conducted. The results of Analysis 1 showed the influence of personality congruence on preference for high-technology products. Judgments about personality congruence were based on non-compensatory rather than compensatory information processing. The respondents considered certain aspects of a product's personality rather than the product as a whole when making preference decisions. The results of Analysis 2 indicated that when less information was available about a product, consumers who perceived high personality congruence with the product tended to have higher preference for it compared to those who perceived low personality congruence with the product. On the other hand, when consumers were given more information, no difference was observed in the impact of personality on preference between perceived high and low personality congruence. Lastly, the results of Analysis 3 showed that when consumers with high need for closure (NFC) perceived high congruence between their own personalities and a product, objective information regarding the product was not used in decision-making: instead, judgments about the product were based on perceived personality congruence. On the other hand, high-NFC consumers who perceived low personality congruence between themselves and the product tended to require more information about the product in order to give it a positive evaluation. In contrast, low-NFC consumers who perceived high personality congruence felt comfortable with large amounts of information. For low-NFC consumers who perceived low congruence, the level of information had no influence on preference.

• 한국패션뷰티학회지
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• 제4권1호
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• pp.12-18
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• 2006

The analysis has an objective of presenting a standard of human image making by producing results of characteristics and individual human image of each color appropriate for the personality through enneagram that is a personality analysis program. The study was done on 200 adults living in the whole country from Oct. 4 to Oct. 18th, 2004. In the survey, 11 colors were selected. The followings show the 9 personalities. 1.Instinct type preferred Blue(blue+navy) color. 2. Feeling type preferred Red(red+orange) color. 3. Thinking type preferred Yellow(yellow+green) color. The study results tend to match the expected preference of color for each personality. In the Human image management, the individual distinction of 3 personality classes need to be analyzed in order to develop individual and created personality by preferred color. It is very important to examine the image for color each personality pursuits through the analysis. Also, there need to more participants of the study so that results can be analyzed more inclusively and there should more in-depth study.

• 한국IT서비스학회지
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• 제19권3호
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• pp.35-56
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• 2020

The purpose of this study is to measure corporate personality by analyzing the internal employees' corporate reviews and to identify the impact of the representative corporate personality on the relationship between job satisfaction of internal employees and the turnover rate of the company. To this end, we first created a dictionary of words representing the corporate personality with a Word2vec method based on words explaining five corporate personalities, such as reliability, initiative, practicality, activism, and femininity, obtained from the preceding study. Next, we analyzed reviews which were written by internal employees on their companies to measure the score of corporate personality at a review level, aggregated the review level scores for each company to calculate the company level score of corporate personality, and assigned to each company the corporate personality with the maximum score among the five such scores. Also, job satisfaction and turnover rate were measured from internal employees' corporate evaluation scores and the percentage of former employees of each company who left a review on the company, respectively. This study collected datasets of corporate reviews, employee information, and corporate information from Job-Planet from 2014 to 2017, conducted a technical statistic check and correlation analysis to confirm the suitability of the datasets, and performed linear regression analysis to evaluate the research model and verify hypotheses. As a result of the analysis, the job satisfaction of the internal staff has a significant negative impact on the corporate's turnover rate. In addition, companies having a personality of reliability, initiative and femininity also showed a significant cause-and-effect relationship between job satisfaction and turnover rate and among them, job satisfaction of companies having a personality, initiative, showed a greater impact on turnover rate. In sum, we not only proposed a novel method of measuring corporate personality, but also showed that corporates need to identify its corporate personality and to utilize a different strategy to reduce their employee's turnover rate depending on the corporate personality.

• 한국지역사회생활과학회지
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• 제27권1호
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• pp.109-120
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• 2016

This study aims to observe the brand personality of foreign airlines and analyze which brand personality best influences service experience satisfaction, price-value satisfaction, and reusing intention. Moreover, it attempts to determine if there is a difference in service experience satisfaction, price-value satisfaction, and reusing intention according to brand personality. A questionnaire was distributed to 1621 consumers; of these, 1500 were used for final data analysis. Results are as follows. First, a factor analysis was used to investigate the brand personality, and three factors were identified: confidence/competence, sophistication, and dynamic. Second, we investigated the influences a brand personality has on service experience satisfaction, price-value satisfaction, and reusing intention. The confidence/competence of a brand personality showed the greatest influence on service experience satisfaction, price-value satisfaction, and reusing intention. Also, price sensitivity satisfaction had the greatest impact on reusing intentions.

• 아동학회지
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• 제26권1호
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• pp.217-228
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• 2005

The present study explored relationships between self-esteem, general self-efficacy and creative personality. The responses of 113 university students on self-esteem, general self-efficacy, and creative personality scales were collected and analyzed by Cronbach a tests, Pearson correlations and multiple regression analysis. The results showed that, first, there were significant positive relationships between self-esteem, general self-efficacy and creative personality. Second, the effects of self-esteem on creative personality were mediated by general self-efficacy. Finally, multiple regression analysis demonstrated that self-regulation and self-confidence among the sub-factors of general self-efficacy were good predictors of the creative personality. From these results we conclude that it is important to improve general self-efficacy in order to develop creative personality.