• 패션비즈니스
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• 제6권4호
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• pp.17-31
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• 2002

This study is, to the special company with corporate brand, to investigate the effect of its reputation, credibility and the similarity of business area on consumer's attitude toward its clothing products. It is another topic of the study to reveal statistical significance in comsumer's attitude when naming new product with two different brand strategy. The major findings of this study can be summarized as follows. First, there was positive relationship between corporate reputation and consumer's attitude toward new brand and also between corporate credibility and consumer's that. Second, corporate credibility is proven to be grown in proportion to company's reputation. In other words, a corporate credibility is grown with a corporate reputation. Third, the influence of similarity or fitness of business area has a positive effect on a attitude toward new brand. The case of use the new brand name, the variable had low effect on attitude toward new brand, comparing to the case of use the existing brand name but seems to be statistically significant. Fourth, comparing to the inclination toward company's product based on brand name, strategy of supporting brand extension is more effective than that of new brand name on evaluating company's reputation, credibility and the similarity of business area. Fifth, the similarity of business area and the interaction of brand name on the basis of the strategy of use the existing brand name(;brand extension strategy) and new one have significant effect on the inclination to a brand. When participating a new business, it is more effective that a company is extending its business where the similarity of business area is growing. For the case of low similarity, the brand-new strategy is proven to be effective.

• 한국소프트웨어감정평가학회 논문지
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• 제15권2호
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• pp.1-7
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• 2019

프로그램 유사성 분석은 실질적 유사성과 의거성 분석으로 이루어진다. 실질적 유사성은 프로그램 소스 코드가 정량적으로 어느 정도 유사한가에 대한 판단이다. 의거성은 프로그램내의 주석이나 그 외 여러 가지 정황적 증거를 분석을 통해 유사성 정도를 판단한다. 매뉴얼의 경우, 의거성 분석의 대상이 될 수가 있다. 매뉴얼은 다음과 같이 3종류로 구분될 수 있다. 첫째, 마스터 매뉴얼은 제품의 개발 단계에서 작성하는 문서로서 해당 제품과 해당 제품의 파생 제품에 대한 모든 기능이 포함된 사용 설명서이다. 둘째, 고객 매뉴얼은 1차 고객이자 주문자에게만 공개하는 설명서이다. 셋째, 사용자 매뉴얼은 최종 OEM 생산단계에서 적용되는 문서로써 최종 구매자에게 공개되는 설명서이다. 본 논문에서는 피의자들로부터 압수한 마스터 매뉴얼과 피의자들이 인터넷 상에서 제공하고 있는 마스터 매뉴얼을 비교한다. 그리고 이 마스터 매뉴얼이 얼마나 유사하고 피해 회사만의 독창적이면서 재산적 가치를 포함하는지 여부를 판단한다.

• 경영과학
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• 제25권3호
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• pp.101-122
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• 2008

A wide variety of convergent digital products are emerging through the combination of multiple independent digital technologies. Digital convergence provides new revenue sources for businesses and new ways of satisfying individual needs of consumers. Despite its business and consumer implications, little research has addressed how people perceive or evaluate convergent products. This study aims at understanding how consumers interpret and evaluate convergent digital products by conducting two consecutive studies. Firstly, a survey was conducted to understand how people interpret convergent products in three ways suggested by the conceptual combination theory based in cognitive science. Secondly, an experiment was conducted to investigate the impact of combination strategies and product similarities on user evaluation of convergent products. Study results indicate that similarity of constituent products has a substantial effect on the interpretation of concept combination strategies. Moreover, combination strategy and product similarity were found to have substantial effects on user comprehension, perceived newness, and preferences for convergent products. This paper ends with an examination of the implications and limitations of the study results.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제11권10호
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• pp.4987-5005
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• 2017

This paper introduces a new method to solve Similarity Recognition for Cloth Products, which is based on Fuzzy logic and Particle swarm optimization algorithm. For convenience, it is called the SRCPFP method hereafter. In this paper, the SRCPFP method combines Fuzzy Logic (FL) and Particle Swarm Optimization (PSO) algorithm to solve similarity recognition for cloth products. First, it establishes three features, length, thickness, and temperature resistance, respectively, for each cloth product. Subsequently, these three features are engaged to construct a Fuzzy Inference System (FIS) which can find out the similarity between a query cloth and each sampling cloth in the cloth database D. At the same time, the FIS integrated with the PSO algorithm can effectively search for near optimal parameters of membership functions in eight fuzzy rules of the FIS for the above similarities. Finally, experimental results represent that the SRCPFP method can realize a satisfying recognition performance and outperform other well-known methods for similarity recognition under considerations here.

• 유통과학연구
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• 제19권2호
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• pp.53-64
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• 2021

Purpose: Even though arranging images of products is a common practice in the online retail context, relatively little attention has been paid to the distance effect among alternatives, that is, how distance among displayed products can impact consumers' responses. Drawing on contagion theory, the primary goal of the current study is to investigate how spatial distance between two products in a product display can influence consumers' perceived similarity. Research design, data and methodology: This study used a 2(spatial distance: close vs. far) experimental design and collected data from undergraduate students in Korea through an online survey using Qualtrics. ANOVA was conducted to test the proposed effect, in which the dependent variables are the perceived similarity of usage occasion/purpose (Study 1) and the indexed differences of perceived brand statuses between two products (Study 2). Results: The results of both experiments indicated that the displayed products were perceived to be more similar to one another when products were presented close together (vs. far). Conclusions: The results help to fill a research gap and provide a better understanding of the role of physical distance in diverse marketing communications. This is especially useful when designing online shopping websites to form perceptions of brand images.

• 한국의류학회지
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• 제32권9호
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• pp.1467-1477
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• 2008

This research examined how customers evaluate fashion brand collaborations in speculating the collaboration factors, product, model, and designer. Respondents evaluated 8 different collaborate case cards from 1 to 8, presenting a certain fashion brand, who had recently teamed up with various kinds of product companies for collaboration. Product was found as the most important factor in evaluating the collaboration case cards, analyzed through Conjoint Analysis. Respondents segmented additionally by clothing involvement valued different collaboration factors; products for the high clothing involvement group and messenger and designer for the low clothing involvement group. All the segments and respondents chose the best the card presenting blue jeans, Mr. Chang, and B.S. Choi, as similarity for products, fame for mdoel, and similarity for designer, respectively.

• 한국의류학회지
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• 제21권6호
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• pp.959-969
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• 1997

This research is intended to help the development of new products and marketing strategies studying consumers' knowledge level and attitude towards original brand and the extension attitude related to the brand image. The detailed purposes of this study are as follow: First, it is to measure consumers' knowledge and attitude towards original brand. Second, it is to clarify the dimensions of the image about the original brand and extended brand product which is perceived by the consumer. Third, it is to meassure image consistency and product similarity between the original brand and extended product. The sample group consisted of female college students 393 in Seoul. Stratified sampling, based on major and grade of sturients and the structure of the college they were attending was used as sampling method. Questionnaires, which were selected from literature and proceeding researches published in Korea and abroad, were modified for this study, SAS Package was used for data analysis. The results observed in this study were as follow: 1. Consumers' knowledge level about original brand showed high among students majoring in clothing-related subjects and their general attitude proved to be positive. 2. Image factors of original brand were classified to dignity factor, personality/modernity factor, femininity factor, and ornamentation factor. Lipstick is considered to have high image consistency and product similarity. 3. Comparing the attitude before and after extension, extension to lipstick which showed high image consistency and product similarity received more positive reactions than one to bed cover sheet. 4. It was founded that although knowledge and attitude towards original brand with image consistency had no influence on the extension attitude, knowledge and attitude without image consistency influence the extension attitude.

• 패션비즈니스
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• 제20권3호
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• pp.104-118
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• 2016

As more consumers avoid ads aided by advanced technologies that conveniently block ads, traditional advertising is becoming less effective than ever before. Product placements are increasingly executed to unobtrusively expose products and brands to consumers while they watch media programs. The current study attempts to enhance our understanding of the factors that affect consumer attitude towards the brands placed in TV dramas. In particular, this study examines whether the attractiveness of actors and the congruency between the products placed and the story of the TV drama influence consumer attitudes towards the TV drama and the brand. A total of 211 male consumers in their 20s and 30s were used for data analyses. Structural equation modelling revealed that the product-story congruence had a positive impact on consumer attitude towards the TV drama as well as their attitude towards the brand. Actor attractiveness (in terms of similarity and likability) positively influenced consumer attitude towards the brand. Only the perceived likability dimension of actor attractiveness was found to affect consumer attitude towards the TV drama.

• 한국의류학회지
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• 제33권8호
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• pp.1293-1305
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• 2009

Despite the attention regarding the effects of brand extension, there is limited research focused on brand extension in the beauty industry. This study discusses whether the similarity of extensional types and brand fit has any effect on the brand attitude toward beauty brand extension. This study examines the changes in the brand attitude and finds the effect of the similarity of extensional types and brand fits on brand attitude toward beauty brand extension. In the experiment, 4 description type factorial designs were performed. A total of 114 females participated in the experiment that had an experience of visiting a beauty salon. The results are as follows. First, the similarity of an extensional product-type has a positive effect on attitude toward parent beauty brand, while the similarity of extensional service-type does not. Second, there are significant independent and interaction effects between similarity and brand fit, which reveal differential influences on attitudes toward an extended beauty brand. Attitudes toward parent and extended beauty brands were affected by the similarity of extensional types and brand fit.

• 한국지능시스템학회논문지
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• 제11권7호
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• pp.579-583
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• 2001

In the area of data clustering in high dimensional space, one of the difficulties is the time-consuming process for computing vector similarities. It becomes worse in the case of the agglomerative algorithm with the group-average link and mean centroid method, because the cluster similarity must be recomputed whenever the cluster center moves after the merging step. As a solution of this problem, we present an incremental method of similarity computation, which substitutes the scalar calculation for the time-consuming calculation of vector similarity with several measures such as the squared distance, inner product, cosine, and minimum variance. Experimental results show that it makes clustering speed significantly fast for very high dimensional data.