• Journal of the Korean Society of Clothing and Textiles
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• v.35 no.1
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• pp.63-76
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• 2011

The potential for brand dilution occurs when new brands merge with an identical image of a parent brand. Despite the significant attention regarding the effects of dilution on brand extension, there is limited research on brand dilution in the beauty industry. This study analyzes the effect of the typicality of extensional type on brand attitude or purchase intention for potential dilution toward beauty brand extension. In addition, we examine the moderating effect of knowledge transfer when customers evaluate the typicality of the extensional type for potential dilution toward beauty brand extensions. For the experiment, 4 description type factorial designs were performed. A total of 219 students participated in the experiment who had experience of visiting a beauty salon. The results are as follows. First, there are significant independent and interaction effects between the typicality and extensional type that reveals differential influences on the attitude or purchase intentions toward extended beauty brands. Second, the knowledge of the parent brand is transferred to extended brands. Third, there is a significant moderating effect of knowledge transfer, as customers evaluate the typicality of the extensional type for the potential dilution toward beauty brand extension. This study provides some theoretical and practical perspectives with some limitations.

• Journal of Global Scholars of Marketing Science
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• v.11
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• pp.1-19
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• 2003

Typicality is usually defined as the degree to which an item is perceived to represent a category. Typicality has been a important subject in consumer behavior because it is related closely with brand preference, awareness and top of mind. The past studies about typicality have focused on brand and store in off-line environment. At the point of time internet shopping mall industry becomes mature, we can expect that most internet users are accustomed to it. So the study about typicality of internet shopping mall is timely. The antecedents and outcomes of typicality of internet shopping mall are mainly studied in this paper. Also, I investigated the influence of the type of internet shopping mall on typicality and the influence of typicality on preference and purchase intention. The followings are the results of this study. Firstly, frequency of exposure and attribute structure explained perceived typicality. Secondly, the type of internet shopping mall was found to be a moderator of the relationship between attribute structure and typicality. Thirdly, there is a positive correlation between typicality and preference. Finally, there is a positive correlation between typicality and purchase intention.

• Journal of the Korean Society of Costume
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• v.66 no.8
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• pp.1-13
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• 2016

The purpose of this study was to analyze the effects of comparative advertisement brand typicality and need for recognition in outdoor apparel market. This study was created with a mixed factorial design of 2 (Advertisement types: Comparative advertisement vs. General advertisement) X 2(Brand Typicality: High Brand vs. Low Brand) X 2 (Need for Cognition: High vs. Low). The results of this study are as follows: First, it was shown that comparative advertisement had a greater positive influence on attitudes toward advertising intentions in comparison to general advertisements. Second, while comparative advertisement was more effective than general advertisement for outdoor apparel brands with low typicality. Third, consumers with higher need for cognition showed a preferred attitude toward advertising intention when met with comparative advertising in contrast to general advertisement. Fourth, when consumers with higher needs for cognition were exposed to advertisement for brands of lower typicality, there was higher positive influence on the attitudes toward advertisement intention with comparative advertisement in comparison to general advertisement. This means the comparative advertisement may be effective for the new garment brand or the garment brands having low typicality to secure the cognition quickly from the consumers having high need for cognition.

• Korean Journal of Cognitive Science
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• v.11 no.3_4
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• pp.73-81
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• 2000

This study was conducted to investigate some characteristics of representation of category knowledge and script knowledge. Using primed lexical decision task with higher level primers in the representation structure, Experiment 1 examined the interaction effects between knowledge type and concept typicality. It was found that the concept typicality has some effects in category representation, while it has no significant effect in script representation. In Experiment 2, primers of the lower hierarchy in the representation structure were employed. The results showed that the main effect of knowledge type was significant: the response time for category knowledge was faster than that for script knowledge. Typicality effect did not show in this experiment. The results of t the two experiments suggest that category knowledge is represented in hierarchy and typicality. while script knowledge may lack in that characteristics. Other aspects of the differences in characteristics of category- and script- knowledge representation were discussed,

• Korean Journal of Environment and Ecology
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• v.23 no.4
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• pp.346-352
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• 2009

This study was conducted in order to provide as a basic materials of sea cliff vegetation structure through distribution related with the landform and growth pattern of mixed growth plants by ordination method in the Peucedanum japonicum community of Korea. The mixed growth plants of frequency over 10% growth with Peucedanum japonicum community of sea cliff was investigated as a total 26 species, and the frequency of appearing plants was the highest in the Aster spathulifolius(55.7%). Growing pattern of mixed growth plants was a difference by the landform factors as such the inland side, coastline side, flat and slope. Growing pattern was classified into typicality type, one-sided type and complex type. Growing pattern of the typicality type was good distribution in total landform factors, the one-sided type was good distribution in 1 landform factor and the complex type was good distribution in 2 landform factors. In growing pattern of mixed growth plants with Peucedanum japonicum, Artemisia capillaris and Sedum oryzifolium was typicality type, Elymus dahuricus and Artemisia princeps was one-sided type, and Aster spathulifolius, Miscanthus sinensis, Calystegia soldanella and Lysimachia mauritiana was complex type. In total plants of mixed growth, growing pattern of 16 species of 61.5% was good as complex type.

• Korean Journal of Cognitive Science
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• v.21 no.2
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• pp.253-282
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• 2010

Two experiments were conducted to explore the effects of anaphora and demonstrative ellipsis on reference resolution. This study assumed that two type of ellipsis could be sensitive to antecedents' saliency: the reverse typicality and mention order of antecedents. The muti-task approach measured the antecedent's activation level and processing load for the conflict resolution of theories of anaphoric resolution. In Experiment 1, using ellipsis for anaphora, participants read a series of sentence pairs by self-paced and performed a probe recognition test. The results showed the main effects of antecedent's typicality and mention order in both tasks. In Experiment 2, using noun phrase without demonstrative for anaphora, participants read a series of sentence pairs by self-paced and performed a probe recognition test. The results showed main effects of mention order of antecedents for probe recognition task only. The first antecedent was recognized faster than the second one. The results of two experiments suggested that anaphora type and antecedent's saliency were dynamically interact in reference resolution for Korean.

• Smart Media Journal
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• v.5 no.4
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• pp.103-110
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• 2016

This study aims to establish the standards to give the design weight in case when developing equipment designs, by classifying products with similar purposes in accordance with the morphological characteristics and also extracting the typicality. Limiting the sampling group for the extraction of the typicality to a pendant-type and a ceiling buried-type through the preceding case study and consultation with experts, the survey was conducted for majors and relevant workers in six cities, sampling products released in Korea and Japan before May 2016. The 1st survey was about the Morphological classification, and the 2nd times about the extraction of the typicality while the 3rd one was about the classification of the morphological attributes. By drawing the design attributes based on the functional/morphological classification and formative principles, it aimed to establish the base of the future research on the measurement of design weight. The results of this study aim to efficiently establish the roles of design technology in accordance with changes in the lighting fixture market caused by the substitution of light sources, and also to draw the development direction to rapidly cope with the accelerated changes in lighting design types and corporate R&D.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.13 no.1
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• pp.177-185
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• 2009

Cluster analysis or clustering is a kind of unsupervised learning method in which a set of data points is divided into a given number of homogeneous groups. Fuzzy clustering method, one of the most popular clustering method, allows a point to belong to all the clusters with different degrees, so produces more intuitive and natural clusters than hard clustering method does. Even more some of fuzzy clustering variants have noise-immunity. In this paper, we improved the Possibilistic Fuzzy C-Means (PFCM), which generates a membership matrix as well as a typicality matrix, using Gath-Geva (GG) method. The proposed method has a focus on the boundaries of clusters, which is different from most of the other methods having a focus on the centers of clusters. The generated membership values are suitable for the classification-type applications. As the typicality values generated from the algorithm have a similar distribution with the values of density function of Gaussian distribution, it is useful for Gaussian-type density estimation. Even more GG method can handle the clusters having different numbers of data points, which the other well-known method by Gustafson and Kessel can not. All of these points are obvious in the experimental results.

• Journal of the Korean Institute of Intelligent Systems
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• v.23 no.2
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• pp.144-150
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• 2013

The purpose of this study was to evaluate the competence level of the caregiver and verify empirically the evaluated score of the competence level of the caregiver depending on the type of career and employment to propose a measure to improve the quality of care services. To more accurately evaluate the competence level of caregiver, the collected data were analyzed using fuzzy relationships for identifying the extent of relationship, after setting weighted values for the evaluation factors for working levels and service qualities. Such approach has a significance in that individual evaluation factors and individual's competence levels for caregivers may be more suitably and exactly identified. The analysis results are as follows. Care skill, reliability, assurance, typicality were statistically significant according to the caregiver's career. Also, according to the types of employment, job consciousness, responsiveness, empathy, typicality were statistically significant. To improve the competence level of the caregiver, it may be seen that improvement of job consciousness considering the career and employment types and making environments for acquiring the care skills should be done, while providing stability of the employment types rather than careers is more meaningful to improve the quality of services.

• Journal of Fashion Business
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• v.20 no.5
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• pp.30-44
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• 2016

In this study, we used the Q methodology, which is considered an effective way to identify and assess the characterization of the human subjective consciousness, and we intended to carry out a scientific approach to classify cosmetics consumers in a department store. The purpose of this study is to identify the dimension of recognition and the characterization of Korean women who use a department store, as well as to classify cosmetics consumers in a department store. The analyzed data was divided into the top 10 questions and 10 sub-items, and it was then classified into six consumer types, depending on typicality of three factors. The three factors were 'effectiveness', 'goal' and 'congestion of shopping'. We named and analyzed the features of each type through in-depth Q workshops in which 22 professionals participated. This study is meaningful as it used the Q-methodology instead of statistics which had been used before to classify the consumers, so that the 'subjective' estimation was analyzed into 'objective' types. The results of this study are expected to be useful for creating a marketing strategy for the cosmetics industry.