• Asia Marketing Journal
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• v.14 no.2
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• pp.65-96
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• 2012

Brand has received much attention from considerable marketing research. When consumers consume product or services, they are exposed to a lot of brand related stimuli. These contain brand personality, brand experience, brand identity, brand communications and so on. A special kind of new crisis occasionally confronting companies' brand management today is the brand related rumor. An important influence on consumers' purchase decision making is the word-of-mouth spread by other consumers and most decisions are influenced by other's recommendations. In light of this influence, firms have reasonable reason to study and understand consumer-to-consumer communication such as brand rumor. The importance of brand rumor to marketers is increasing as the number of internet user and SNS(social network service) site grows. Due to the development of internet technology, people can spread rumors without the limitation of time, space and place. However relatively few studies have been published in marketing journals and little is known about brand rumors in the marketplace. The study of rumor has a long history in all major social science. But very few studies have dealt with the antecedents and consequences of any kind of brand rumor. Rumor has been generally described as a story or statement in general circulation without proper confirmation or certainty as to fact. And it also can be defined as an unconfirmed proposition, passed along from people to people. Rosnow(1991) claimed that rumors were transmitted because people needed to explain ambiguous and uncertain events and talking about them reduced associated anxiety. Especially negative rumors are believed to have the potential to devastate a company's reputation and relations with customers. From the perspective of marketer, negative rumors are considered harmful and extremely difficult to control in general. It is becoming a threat to a company's sustainability and sometimes leads to negative brand image and loss of customers. Thus there is a growing concern that these negative rumors can damage brands' reputations and lead them to financial disaster too. In this study we aimed to distinguish antecedents of brand rumor transmission and investigate the effects of brand rumor characteristics on rumor spread intention. We also found key components in personal acceptance of brand rumor. In contextualist perspective, we tried to unify the traditional psychological and sociological views. In this unified research approach we defined brand rumor's characteristics based on five major variables that had been found to influence the process of rumor spread intention. The five factors of usefulness, source credibility, message credibility, worry, and vividness, encompass multi level elements of brand rumor. We also selected product involvement as a control variable. To perform the empirical research, imaginary Korean 'Kimch' brand and related contamination rumor was created and proposed. Questionnaires were collected from 178 Korean samples. Data were collected from college students who have been experienced the focal product. College students were regarded as good subjects because they have a tendency to express their opinions in detail. PLS(partial least square) method was adopted to analyze the relations between variables in the equation model. The most widely adopted causal modeling method is LISREL. However it is poorly suited to deal with relatively small data samples and can yield not proper solutions in some cases. PLS has been developed to avoid some of these limitations and provide more reliable results. To test the reliability using SPSS 16 s/w, Cronbach alpha was examined and all the values were appropriate showing alpha values between .802 and .953. Subsequently, confirmatory factor analysis was conducted successfully. And structural equation modeling has been used to analyze the research model using smartPLS(ver. 2.0) s/w. Overall, R² of adoption of rumor is .476 and R² of intention of rumor transmission is .218. The overall model showed a satisfactory fit. The empirical results can be summarized as follows. According to the results, the variables of brand rumor characteristic such as source credibility, message credibility, worry, and vividness affect argument strength of rumor. And argument strength of rumor also affects rumor intention. On the other hand, the relationship between perceived usefulness and argument strength of rumor is not significant. The moderating effect of product involvement on the relations between argument strength of rumor and rumor W.O.M intention is not supported neither. Consequently this study suggests some managerial and academic implications. We consider some implications for corporate crisis management planning, PR and brand management. This results show marketers that rumor is a critical factor for managing strong brand assets. Also for researchers, brand rumor should become an important thesis of their interests to understand the relationship between consumer and brand. Recently many brand managers and marketers have focused on the short-term view. They just focused on strengthen the positive brand image. According to this study we suggested that effective brand management requires managing negative brand rumors with a long-term view of marketing decisions.

• The Journal of Korean Academy of Prosthodontics
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• v.45 no.2
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• pp.169-181
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• 2007

Statement of problem: Titanium is well known as a proper metal for the dental restorations, because it has an excellent biocompatibility, resistance to corrosion, and mechanical property. However, adhesion between titanium and dental porcelains is related to the diffusion of oxygen to the reaction layers formed on cast-titanium surfaces during porcelain firing and those oxidized layers make the adhesion difficult to be formed. Many studies using mechanical, chemical and physical methods to enhance the titanium-ceramic adhesion have been actively performed. Purpose: This study meant to comparatively analyse the adhesion characteristics depending on different titanium surface coatings after coating the casts and wrought titanium surfaces with Au and TiN. Material and method: In this study, the titanium specimens (CP-Ti, Grade 2, Kobe still Co. Japan) were categorized into cast and wrought titanium. The wrought titanium was cast by using the MgO-based investment(Selevest CB, Selec). The cast and wrought titanium were treated with Au coating($ParaOne^{(R)}$., Gold Ion Sputter, Model PS-1200) and TiN coating(ATEC system, Korea) and the ultra low fusing dental porcelain was fused and fired onto the samples. Biaxial flection test was done on the fired samples and the porcelain was separated. The adhesion characteristics of porcelain and titanium after firing and the specimen surfaces before and after the porcelain fracture test were observed with SEM. The atomic percent of Si on all sample surfaces was comparatively analysed by EDS. In addition, the constituents of specimen surface layers after the porcelain fracture and the formed compound were evaluated by X-ray diffraction diagnosis. Result: The results of this study were obtained as follows : 1. The surface characteristics of cast and wrought titanium after surface treatment(Au, TiN, $Al_2O_3$ sandblasting) were similar and each cast and wrought titanium showed similar bonding characteristics. 2. Before and after the biaxial flection test, the highest atomic weight change of Si component was found in $Al_2O_3$ sandblasted wrought titanium(28.6at.% $\rightarrow$ 8.3at.%). On the other hand, the least change was seen in Au-Pd-In alloy(24.5at.% $\rightarrow$ 9.1at.%). 3. Much amount of Si components was uniformly distributed in Au and TiN coated titanium, but less amount of Si's was unevenly dispersed on Al2O3 sandblasting surfaces. 4. In X-ray diffraction diagnosis after porcelain debonding, we could see $Au_2Ti$ compound and TiN coating layers on Au and TiN coated surfaces and $TiO_2$, typical oxide of titanium, on all titanium surfaces. 5. Debonding of porcelain on cast and wrought titanium surface after the biaxial flection is considered as a result of adhesion deterioration between coating layers and titanium surfaces. We found that there are both adhesive failure and cohesive failure at the same time. Conclusion: These results showed that the titanium-ceramic adhesion could be improved by coating cast and wrought titanium surfaces with Au and TiN when making porcelain fused to metal crowns. In order to use porcelain fused to titanium clinically, it is considered that coating technique to enhance the bonding strength between coating kKlayers and titanium surfaces should be developed first.

• 한국해양학회지
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• v.21 no.1
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• pp.13-24
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• 1986

The daily net primary production by phytoplankton in the southeastern sea of Korea in October 1985 ranged from 0.7 to 2.7 gCm$\^$-2/ d$\^$-1/ and averaged to be 1.3 gCm$\^$-2/ d$\^$-1/. Surface total chlorophyll ranged from 0.97 to 3.59mg chlm$\^$-3/. Primary production by nano-phytoplankton(〈20$\mu\textrm{m}$) ranged from 43 to 97% in the surface layer. Optimum light intensity(Iopt)was around 300 to 700${\mu}$Es$\^$-1/m$\^$-1/. Surface primary production from 9:00 to 15:00 h was evidently inhibited by strong light intensity beyond the Iopt. Phytoplankton near the base of euphotic zone(30-40m) showed extremely low Iopt suggesting adaptation to a low light environment. Since Iopt represents the history of light experience of phytoplankton at a given depth, the extent of variation in I of phytoplankton at different depth seems to be related to the in tensity of turbulence mixing in the surface mixed layer. From the present study, ammonium excretion by macrozooplankton (〉350$\mu\textrm{m}$) contributes from 3 to 19% of daily total nitrogen requirement by phytoplandton in this area. Calculation of upward flux of nitrate to the surface mixed layer from the lower layer, based on the simple diffusion model, approximates 3% of nitrogen requirement by phytoplankton. However, large portion of nitrogen requirement by phytoplankton remains unexplained in this area. In upwelling area near the coast, adjective flux might be the major source for the nitrogen requirement by phytoplankton. This study suggests that the major nitrogen source for the phytoplankton growth might come from the pelagic regeneration by nano-and micro-sized heterotrophic plandkon. Enhancement of primary production during the passage of the warm Tsushima Current is discussed in relation with nutrient dynamics and hydrlgraphic processes in this area.

• The Journal of the Petrological Society of Korea
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• v.9 no.4
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• pp.211-237
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• 2000

Major element zoning has been analyzed in garnet porphroblasts obtained from the Grt-St and Ky-Grt-St grade assemblages in Zones I on the northern flank of the Pelham Dome, north central Massachusetts. These porphyroblasts grew during multiple phases of deformation and meta-morphism revealed by the inclusion trail geometry plus the chemical zoning patterns within garnet porphyroblasts. Unusual zoning patterns, including zoning reversals and gradient changes in XMn, zlgzag patterns in Fe/(Fe +Mg) and staircase-shaped patterns in XCa, are coincident with textural truncations and other changes in microstructure within the garnet porphrublasts. Chemical variations in plagioclase, biotite, muscovite and staurolite combined with inclusion trail geometry and petrography reveal that the garnet zoning patterns are modified by combinations of the following. (1) Uni-and divariant reactions involving garnet consumption(Grt+ Chl+Ms=St+Bt+Qtz + $H_2$O) and production(St+Ms + Qtz= Bt+ Grt +A1$_2$$SiO_{5}$ + $H_2$O). (2) Deformation induced episudic ionit dissolution, preferential diffusion and re-distribution during foliation development. (3) P-T changes during growth of the porphyroblasts. The P-T paths combined with petrographic and inclusion trail morphology observations consist of two pattens; (1) heating/compression during NW-SE shortening; and (2) decompression with cooling during NNW-SSE shortening. Based on temperature-time(T-t) geochronological data and late-Paleozoic tectonic model, Alleghanian metamorphism, which is the result of heterogeneous shearing concentrated along the boundary between the Abalone Terrane(Pelham dome) and cover rocks(Bronson Hill Terrane), has produced Ky-St-Ms mineral assemblage during Pennsylvanian(290-300 Ma) in Shutesbury area. However, temperature of alleghanian metamorphism was not high enough to form garnet and staurolite in the Northfiled syncline area. Alleghanian metamorphism has affected only the matrix due to heterogeneous shearing in the study area.

• The Sea:JOURNAL OF THE KOREAN SOCIETY OF OCEANOGRAPHY
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• v.8 no.4
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• pp.392-400
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• 2003

We used an oxygen microelectrode to measure the vertical profiles of oxygen concentration in sediments located near point sources of organic matter. The measurements were carried out between 13th and 17th May, 2003, in semi-closed bay and coastal sediments in the central part of the South Sea. The measured oxygen penetration depths were extremely shallow and ranged from 1.30 to 3.80 mm. This suggested that the oxidation and reduction reactions in the early diagenesis should be studied at the mm depth scale. In order to estimate the oxygen consumption rate, we applied the one-dimension diffusion-reaction model to vertical profiles of oxygen near the sediment/water interface. Oxygen consumption rates were estimated to be between 10.8 and 27.6 mmol O$_2$ m$\^$-2/ day$\^$-1/(average: 19.1 mmol O$_2$ m$\^$-2/ day$\^$-1/). These rates showed a positive correlation with the organic carbon of the sediments. The corresponding benthic organic carbon oxidation rates calculated using an modified Redfield ratio (170/110) at the sediment/water interface were in the range of 89.5-228.1 mg C m$\^$-2/ day$\^$-1/(average: 158.0 mg C m$\^$-2/ day$\^$-1/). We suggest that these results are maximum values at the presents situation in the bay because the sampling sites were located near point sources of organic materials. This study will need to be carried out at many coastal sites and throughout the seasons to allow an understanding of the mechanisms of eutrophication e.g. the spatial distribution of oxygen consumption within the oxic zone and hypoxic conditions in the coastal sea.

• Journal of Korea Technology Innovation Society
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• v.10 no.1
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• pp.73-97
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• 2007

R&D into future technologies should be conducted in conjunction with technological innovation strategies that are linked to corporate survival within a framework of information and knowledge-based competitiveness. As such, future technology strategies should be ensured through open R&D organizations. The development of future technologies should not be conducted simply on the basis of future forecasts, but should take into account customer needs in advance and reflect them in the development of the future technologies or services. This research aims to select as segmentation variables the customers' attitude towards accepting future telecommunication technologies and their value orientation in their everyday life, as these factors wilt have the greatest effect on the demand for future telecommunication services and thus segment the future telecom service market. Likewise, such research seeks to segment the market from the stage of technology R&D activities and employ the results to formulate technology development strategies. Based on the customer attitude towards accepting new technologies, two groups were induced, and a hierarchical customer segmentation model was provided to conduct secondary segmentation of the two groups on the basis of their respective customer value orientation. A survey was conducted in June 2006 on 800 consumers aged 15 to 69, residing in Seoul and five other major South Korean cities, through one-on-one interviews. The samples were divided into two sub-groups according to their level of acceptance of new technology; a sub-group demonstrating a high level of technology acceptance (39.4%) and another sub-group with a comparatively lower level of technology acceptance (60.6%). These two sub-groups were further divided each into 5 smaller sub-groups (10 total smaller sub-groups) through two rounds of segmentation. The ten sub-groups were then analyzed in their detailed characteristics, including general demographic characteristics, usage patterns in existing telecom services such as mobile service, broadband internet and wireless internet and the status of ownership of a computing or information device and the desire or intention to purchase one. Through these steps, we were able to statistically prove that each of these 10 sub-groups responded to telecom services as independent markets. We found that each segmented group responds as an independent individual market. Through correspondence analysis, the target segmentation groups were positioned in such a way as to facilitate the entry of future telecommunication services into the market, as well as their diffusion and transferability.