• Journal of Global Scholars of Marketing Science
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• v.18 no.4
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• pp.245-276
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• 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 Radiation Protection and Research
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• v.33 no.4
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• pp.127-134
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• 2008

Potential economic impact of a hypothetical severe accident at a nuclear power plant(Uljin units 3/4) was estimated by applying the Delphi method, which is based on the expert judgements and opinions, in the process of quantifying uncertain factors. For the purpose of this study, it is assumed that the radioactive plume directs the inland direction. Since the economic risk can be divided into direct costs and indirect effects and more uncertainties are involved in the latter, the direct costs were estimated first and the indirect effects were then estimated by applying a weighting factor to the direct cost. The Delphi method however subjects to risk of distortion or discrimination of variables because of the human behavior pattern. A mathematical approach based on the Bayesian inferences was employed for data processing to improve the Delphi results. For this task, a model for data processing was developed. One-dimensional Monte Carlo Analysis was applied to get a distribution of values of the weighting factor. The mean and median values of the weighting factor for the indirect effects appeared to be 2.59 and 2.08, respectively. These values are higher than the value suggested by OECD/NEA, 1.25. Some factors such as small territory and public attitude sensitive to radiation could affect the judgement of panel. Then the parameters of the model for estimating the direct costs were classified as U- and V-types, and two-dimensional Monte Carlo analysis was applied to quantify the overall economic risk. The resulting median of the overall economic risk was about 3.9% of the gross domestic products(GDP) of Korea in 2006. When the cost of electricity loss, the highest direct cost, was not taken into account, the overall economic risk was reduced to 2.2% of GDP. This assessment can be used as a reference for justifying the radiological emergency planning and preparedness.

• Journal of Radiation Protection and Research
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• v.37 no.3
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• pp.108-115
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• 2012

The Urban Areas Working Group within the EMRAS-2 ($\underline{E}$nvironmental $\underline{M}$odelling for $\underline{RA}$diation $\underline{S}$afety, Phase 2), which has been supported by the IAEA (International Atomic Energy Agency), has designed some types of accidental scenarios to test and improve the capabilities of models used for evaluation of radioactive contamination in urban areas. For the comparison of the results predicted from the different models, the absorbed doses in air were analyzed as a function of time following the accident with consideration of countermeasures to be taken. Two kinds of considerations were performed to find the dependency of the predicted results. One is the 'accidental season', i.e. summer and winter, in which an event of radioactive contamination takes place in a specified urban area. Likewise, the 'rainfall intensity' on the day of an event was also considered with the option of 1) no rain, 2) light rain, and 3) heavy rain. The results predicted using a domestic model of METRO-K have been submitted to the Urban Areas Working Group for the intercomparison with those of other models. In this study, as a part of these results using METRO-K, the countermeasures effectiveness in terms of dose reduction was analyzed and presented for the ground floor of a 24-story business building in a specified urban area. As a result, it was found that the countermeasures effectiveness is distinctly dependent on the rainfall intensity on the day of an event, and season when an event takes place. It is related to the different deposition amount of the radionuclides to the surfaces and different behavior on the surfaces following a deposition, and different effectiveness from countermeasures. In conclusion, a selection of appropriate countermeasures with consideration of various environmental conditions may be important to minimize and optimize the socio-economic costs as well as radiation-induced health detriments.

• Journal of Radiation Protection and Research
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• v.40 no.4
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• pp.223-230
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• 2015

The objective of this study is to identify the radionuclide distribution in public water by carrying out the analysis of artificial radionuclides($^{134}Cs$, $^{137}Cs$, $^{239+240}Pu$), natural radionuclide($^{210}Pb$) and TOC in the lake Euiam sediment in Chuncheon, South Korea. The $^{134}Cs$ concentration in all lake sediments showed below MDA values, and the $^{137}Cs$ concentration in lake sediment were ranged from MDA to $8.79Bq{\cdot}kg^{-1}-dry$. The $^{137}Cs$ concentrations in surface sediment were reported to be 2.4 to $4.2Bq{\cdot}kg^{-1}-dry$. The lowest concentration of $^{137}Cs$ was reported at St. 4 and the highest concentration was reported at St. 3, respectively. The $^{239+240}Pu$ concentration in lake sediment were ranged from 0.049 to $0.47Bq{\cdot}kg^{-1}-dry$. The lowest concentration was reported at St. 2 and the highest concentration was reported at St. 3. The correlation(r) between the $^{239+240}Pu$ concentration and $^{137}Cs$ concentration in lake sediment presented higher values (0.54 to 0.97) and this suggests the behavior and origin of $^{137}Cs$ is identical to the $^{239+240}Pu$ in the sediment. The $^{134}Cs$ concentration below MDA value and the $^{239+240}Pu/^{137}Cs$ ratio(mean value of 0.041) indicated that the artificial radionuclides in the sediment were originated from global fallout by the atmospheric testing of nuclear weapons conducted by former USSR and U.S.A, but not from the Fukushima Daiichi NPP accident. The sedimentation rate derived from $^{210}Pb$ age-dating method at St. 2 is calculated to be $0.31{\pm}0.06cm{\cdot}y^{-1}$. This value is similar to the value ($0.41{\pm}0.05cm{\cdot}y^{-1}$) estimated from the $^{137}Cs$ maximum peak produced from early 1960's. The content of TOC in lake Euiam sediments varied from 0.20 to 13.01%. While the highest correlation between TOC and $^{137}Cs$ concentration in the sediment were found at St. 1, the others presented the low correlation.

• Journal of Korea Water Resources Association
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• v.45 no.3
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• pp.263-274
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• 2012

Recently, due to various climate variabilities, extreme rainfall events have been occurring all over the world. Extreme rainfall events in Korea mainly result from the summer typhoon storms and the localized convective storms. In order to estimate appropriate quantiles for extreme rainfall, this study considered the probability behavior of daily rainfall from the typhoons and the convective storms which compose the annual maximum rainfalls (AMRs). The conventional rainfall frequency analysis estimates rainfall quantiles based on the assumption that the AMRs are extracted from an identified single population, whereas this study employed a mixed distribution function to incorporate the different statistical characteristics of two types of rainfalls into the hydrologic frequency analysis. Selecting 15 rainfall gauge stations where contain comparatively large number of measurements of daily rainfall, for various return periods, quantiles of daily rainfalls were estimated and analyzed in this study. The results indicate that the mixed Gumbel distribution locally results in significant gains and losses in quantiles. This would provide useful information in designing flood protection systems.

• Fire Science and Engineering
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• v.34 no.2
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• pp.86-93
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• 2020

This study aims to maintain the safety of an outdoor storage tank through the fundamental case analysis of explosion and fire accidents in the storage tank. We consider an accident caused by the explosion of fire inside the tank, as a result of the gradual spreading of the residual fire generated by wind lamps flying off a workplace in the storage tank yard. To determine the cause of the accident, atmospheric diffusion conditions were derived through CCTV image analysis, and the wind direction was analyzed using computational fluid dynamics. Additionally, the amount of oil vapor inside the tank when the floating roof was at the lowest position, and the behavior of the vapor inside the tank when the floating roof was at the highest position were investigated. If the cause of the explosion in the storage tank is identified and the level of the storage tank is maintained below the internal floating roof, dangerous liquid fills the storage tank, and the vapor in the space may stagnate on the internal floating roof. We intend to improve the operation procedure such that the level of the storage tank is not under the Pontoon support, as well as provide measures to prevent flames from entering the storage tank by installing a flame arrester in the open vent of the tank.

• Journal of the Korea Institute of Information Security & Cryptology
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• v.27 no.4
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• pp.785-802
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• 2017

As cyber threats using malicious code continue to increase, many security and vaccine companies are putting a lot of effort into analysis and detection of malicious codes. However, obfuscation techniques that make software analysis more difficult are applied to malicious codes, making it difficult to respond quickly to malicious codes. In particular, commercial obfuscation tools can quickly and easily generate new variants of malicious codes so that malicious code analysts can not respond to them. In order for analysts to quickly analyze the actual malicious behavior of the new variants, reverse obfuscation(=de-obfuscation) is needed to disable obfuscation. In this paper, general analysis methodology is proposed to de-obfuscate the software used by a commercial obfuscation tool, Themida. First, We describe operation principle of Themida by analyzing obfuscated executable file using Themida. Next, We extract original code and data information of executable from obfuscated executable using Pintool, DBI(Dynamic Binary Instrumentation) framework, and explain the implementation results of automated analysis tool which can deobfuscate to original executable using the extracted original code and data information. Finally, We evaluate the performance of our automated analysis tool by comparing the original executable with the de-obfuscated executable.

• Korean Journal of Microbiology
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• v.32 no.3
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• pp.222-231
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• 1994

Kinetic analysis was done to elucidate the reaction mechanism of purine nucleoside phosphorylase (PNP) in Saccharomyces cerevisiae. The binary complexes of PNP${\cdot}$phosphate and PNP${\cdot}$ribose 1-phosphate were involved in the reaction mechanism. The initial velocity and product inhibition studies demonstrated were consistent with the predominant mechanism of the reaction being an ordered bi, bi reaction. The phosphate bound to the enzyme first, followed by nucleoside and base were the first product to leave, followed by ribose 1-phosphate. The kinetically suggested mechanism of PNP in S. cerevisiae was in agreement with the results of protection studies against the inactivation of the enzyme by sulfhydryl reagents, p-chloromercuribenzoate (PCMB) and 5,5'-dithiobisnitrobenzoate (DTNB). PNP was protected by ribose 1-phosphate and phosphate, but not by nucleoside or base, supporting the reaction order of ordered bi, bi mechanism. PCMB or DTNB-inactivated PNP was totally reactivated by dithiothreitol (DTT) and the activity was returned to the level of 77% by 2-mercaptoethanol, indicating that inactivation was reversible. The kinetic behavior of the PCMB-inactivated enzyme had been changed with higher $K_m$ value of inosine and lower $V_m$, and was restored by DTT. Inactivation of enzyme by DTNB showed similar pattern of K sub(m) value with that by PCMB, but had not changed the $V_m$ value, significantly. Negative cooperativity was not found with PCMB or DTNB treated PNP at high concentration of phosphate.

• Korean Institute of Interior Design Journal
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• v.24 no.1
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• pp.178-188
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• 2015

This study has the main objective of being of help as a reference data for the application of the finishing materials when designing the interior of the chapel of the church space through analysis of the finishing materials against the chapels of church space which has complex function. As precedent studies for this, the composition of the function and concept of the church space was surveyed and the complex function of the church space was surveyed. The theoretical surveyed was performed according to the casual composition, behavior of the community and role and location of the duties of the church members. The case objects were 10 chapels constructed by 5 professional interior design companies. The content of the analysis was the finishing materials in the chapels and their application characteristics. The detailed considerations to be referred to when designing the interior of the chapels of church space in the future were proposed. The analysis result of the application of the finishing materials according to the locational function of the chapels of church space can be explained as follows. First, the platform area was the characteristic of applying finishing materials which induce visual immersion. As for the floor materials in the platform, in order to minimize the floor sound and vibration phenomenon occurring during movements, noise insulation and dust protection rubber sheet was place and on top of it the floor or the carpet was placed. Second, the Choir area had the difficult problem of having to consider the appropriate sound absorption occurring due to the proliferation of sound and performance of classical instruments at the same time. However, in the case, this problem was solved through the sculptures of convex shape. Third, since the scheelite is a space where many people move around, the finishing material which absorbs sound was mainly used. Fourth, the entrance area was composed of thick wall materials compared to other walls, and the sound absorption character was most significantly considered when applying the finishing material. Fifth, the broadcasting room was composed either in independent type or an open type and performed its function and the main finishing materials was transparent glass which was highest use frequency.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.18 no.6
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• pp.494-502
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• 2017

This study examined the change in the students' perception of infection after school education. A self-reported questionnaire was filled out by 300 dental hygiene students in Kangwon from December 3 to December 4, 2016. The contents of the questionnaire included the general characteristics (5 items), infection-related selection (2 items), infection control recognition (5 items), and infection control behavior (10 items). The data were analyzed by frequency analysis, t-test, one way ANOVA, Chi-square test, and hierarchical multiple regression analysis using SPSS 24.0. The Cronbach's Alpha was 0.941 and 0.658, respectively. The school year and hospital practice experience had some influence on the change in infection recognition. A total of 127 students (62.6%) who had experience in practicing in hospitals knew more about antibodies. Hand washing was the highest in personal protection, followed by masks. The selection of the infectious control education method showed that the practical training class was high irrespective of the hospital practice experience, and the perceptions of patient-related infections were the greatest explanatory factor in perception after education.