• Journal of Korea Trade
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• v.23 no.8
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• pp.89-109
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• 2019

Purpose - We perform an empirical analysis of the effects of global consumer culture positioning (GCCP) in TV advertisements on consumer's brand evaluations (perceived quality, perceived price, and brand prestige) and attitude toward brand. Also, we analyze the moderating roles of consumer characteristics (ethnocentrism and level of product knowledge) in those effects. Design/methodology - This research is based on a survey of 210 randomly-selected university students in Seoul, Korea. The participants in the survey were shown a total of 8 TV advertisements of consumer goods of nondurable goods (fast food and carbonated drinks), and durable goods (sports shoes and digital camera), which included two advertisements for each product where one uses GCCP strategy while another uses LCCP strategy. We estimate the structural model using the AMOS 18.0 computer program. Findings - We find that GCCP has more positive effects on consumers' brand evaluations and attitude toward brand than LCCP in TV advertising. We also find that GCCP has stronger effects on brand evaluation and attitude toward brand in consumers with weak ethnocentrism and in those with a low level of product knowledge. Practical implications - Using GCCP in an advertisement is an effective way of improving consumer's evaluation of the brand and attitude toward the brand mainly when cosmopolitan consumers and consumers with low knowledge levels are segmented as targets. Originality/value - The study contributes to identify how and for what consumer groups' global brand positioning strategies in TV advertisements affect consumers' brand evaluations and their attitudes toward brands.

• Journal of Life Science
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• v.19 no.2
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• pp.219-227
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• 2009

The antifatigue and endurance promoting properties of two Korean medicinal herb extracts and molasses with various mineral components were studied by evaluating forced-swimming capacity and biochemical parameters in ICR mice. The treatment groups were orally administered mineral beverages which were contained 6% sugar with the mixture of Maesil (Prunus mume fruit) extracts, Omija (Schisandra chinensis fruit) extracts and molasses for 4 weeks. The exercised forced-swimming tests were conducted after 28 days of beverage supplementation. The swimming times to exhaustion were longer 1.5${\sim}$2 times in group 6 and group 10 than control goup (Control: 93.2${\pm}$10.4 sec; Beverage 6; 190.8${\pm}$25.6 sec, Beverage 10; 173.6${\pm}$21.8 sec; p<0.05). Moreover, the activity of hexokinase (Control: 5.23${\pm}$0.38 ${\mu}mol$l/g tissue; Beverage 6: 5.99${\pm}$0.18 ${\mu}mol$/g tissue, Beverage 10: 6.13${\pm}$0.25 ${\mu}mol$/g tissue, p<0.05) and citrate synthase (control: 42.9${\pm}$1.87 ${\mu}mol$/g tissue; Beverage 6: 56.8${\pm}$3.98 ${\mu}mol$/g tissue, Beverage 10; 59.5${\pm}$3.09 ${\mu}mol$/g tissue, p<0.05) were also significantly higher than those of control group. Even if the treatment groups had long swimming than control group, there is no significant difference in the glycogen contents of gastrocnemus muscle or liver between the control group and each treatment group. This demonstrated an improvement in endurance. These results suggest that reported herbal beverage is very effective to combat fatigue, improve endurance and increase overall physical activity.

• Nutritional Sciences
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• v.9 no.2
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• pp.124-130
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• 2006

To examine the effects of alcohol consumption on body fluid restoration and fat mobilization following exercise induced dehydration, nine healthy collegiate men ($24{\pm}2yrs,\;177{\pm}5cm,\;72{\pm}8kg,\;10.5{\pm}2.3%$ body fat) underwent three experiments. In each experiment, subjects ran on a treadmill to reduce individual body mass to $2.2{\pm}0.1%$ and consumed one of three beverages containing 0, 4, or 8% alcohol over 60 min followed by 4 hr of resting recovery. They consumed approximately 150% of weight loss $(2053{\pm}204,\;2091{\pm}149,\;and\;1943{\pm}295mL)$ and content of alcohol was $9.9{\pm}1.0(0%),\;71.9{\pm}5.1(4%)$, and $132.2{\pm}20.1g$ (8% trial). Body weight, urine volume and samples, blood samples, and thirst sensation were measured five times; at baseline, immediately after exercise, and 0, 1st, and 4th hr of recovery. Blood alcohol concentration after ingestion was $0.0{\pm}0.0(0%),\;0.1{\pm}0.02(4%)$, and $0.2{\pm}0.03%$ (8% trial). No differences in blood sodium and potassium concentrations, and urine specific gravity were noticed over time periods and trials. Thirst sensation tended to be elevated in all trials immediately after exercises and urine output was elevated during the recovery. The magnitude of changes in these variables was proportional to the alcohol concentrations, but not statistically significant. While serum osmolality was not different among trials and time periods in 0 and 4% trials, it was higher during recovery than the baseline in the 8% trial (P<0.01). Triglycerides did not change throughout the time period and among trials. Free fatty acids were elevated after exercise in all trials and 4th hr of recovery in 0% (P<0.05). Subjects' net body fluid balance at 4th hr of recovery was negatively maintained and proportional to alcohol concentrations. Only 8% trials showed a significant reduction at 1st and 4th hr of recovery compared to 0 hr. The results suggested that diuretic effect of alcohol after moderate level of dehydration appeared dose dependent, but beverage containing alcohol up to 4% did not induce impaired rehydration than alcohol free drinks. Alcohol effects on fat mobilization during recovery appeared to be minimal and the mechanism is unclear.

• Journal of the Korean Society of Food Science and Nutrition
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• v.41 no.8
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• pp.1134-1143
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• 2012

The aims of this study were to investigate some macrominerals (Na, Ca, P, K, Mg) in 207 beverages, 19 liquid teas, and 24 liquid coffees. The samples were digested by microwave and determinations of macrominerals were carried out by an Inductively Coupled Plasma Optical Emission Spectrometer (ICP-OES). The elements, listed in order of mean value of macromineral content, were potassium $208.4{\pm}298.2mg/L$ ($72.2{\pm}169.8mg/container$)> calcium $89.0{\pm}161.0mg/L$ ($26.0{\pm}57.7mg/container$)> sodium $71.2{\pm}75.0mg/L$ ($20.9{\pm}27.9mg/container$)> phosphorus $55.6{\pm}91.9mg/L$ ($17.9{\pm}33.8mg/container$)> magnesium $6.1{\pm}18.4mg/L$ ($2.4{\pm}10.1mg/container$). All 250 samples contained sodium and potassium, and the detection rate of calcium, phosphorus and magnesium was 88.4%, 93.2%, and 20.4%. The mean ratio of phosphorus to calcium in beverages, liquid teas, and liquid coffees was $4.2{\pm}16.0$ (ND~164.4), and sports drinks showed the highest mean ratio ($48.5{\pm}75.6$) significantly (p<0.05). In case of sodium, detected content exceeding labeling regulations (less then 120%) was observed in 12 samples (5.5%).

• Journal of the Korean Society of Food Science and Nutrition
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• v.38 no.6
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• pp.709-720
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• 2009

This study was conducted to identify daily caffeine intakes in beverages for elementary school children and to evaluate its effectiveness after nutrition education. The caffeine contents of 140 commercial beverages were analysed by high performance liquid chromatography-ultraviolet detector (HPLC-UV) and information about their consumption were obtained by surveying 267 children. Researchers gave nutrition education to the children, who were 6 to 11 years old and attended 9 classes of 3 elementary schools, by lecture, Powerpoint file and moving picture. Their preference and intake amount on beverages were investigated by questionnaire before and after nutrition education. The order on caffeine contents was coffee ($33.8{\pm}2.4{\sim}49.1{\pm}5.6\;mg/100\;mL$)> coffee milk ($10.6{\pm}3.3\;mg/100\;mL$)> cola ($6.0{\pm}2.4\;mg/100\;mL$)> green black oolong tea drink ($6.0{\pm}2.4\;mg/100\;mL$)> chocolate milk and chocolate drink ($1.6{\pm}0.7{\sim}1.7\;mg/100\;mL$)> black ice tea mix ($1.3{\pm}1.7\;mg/100\;mL$). The order on children's preference was carbonated drink and fruit and vegetable drink (27%)> sports drink (26%)> processed cocoa mix (7%)> milk (6%)> vitamin & functional drink (3%)> green tea drink (2%)> black tea drink and coffee (1%). The average daily caffeine intakes except tea drink was $5.9{\pm}11.2$ mg/person/day ($0.17{\pm}0.32$ mg/kg bw/day), ranged from $0.0{\sim}80.5$ mg/person/day for children. The sources of caffeine were coffee 57% (3.4 mg/person/day), coffee milk 20% (1.2 mg/person/day), carbonated drink 15% (0.9 mg/person/day), chocolate milk and chocolate drink 6% (0.4 mg/person/day), and vitamin & functional drink 2% (0.1 mg/person/day). After nutrition education, the preference of carbonated drink, coffee, vitamin drinks & functional drink was decreased significantly (p<0.05, p<0.05, p<0.01) and the intakes of carbonated drink, chocolate milk & chocolate drink, and vitamin & functional drink were also decreased significantly (p<0.01, p<0.05, p<0.01). This study has shown that nutrition education influences the preference and the intake behavior of caffeinated beverages.