• Asia Marketing Journal
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• v.11 no.4
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• pp.69-93
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• 2010

In this research, through experiments, we show that incongruity of color between mediums has positive influence on brand attitude in terms of integrated management of brand. We also present that self-image congruence of 'brand-consumer' has moderating effect on such influence of color incongruity. Mediums were limited to the ones that magnifying visual influence in order only to observe influence of color. With the same reason, visual factors other than color were coherently set or held constant and we chose brands with either low familarity or no previous knowledge. As a result, we find that brand attitude by the incongruity of color between mediums was higher compared to brand attitude by the congruence of color. In case with lower self-image congruence of brand-consumer we show higher change in attitude compared to the one with higher self-image congruence of brand-consumer. We believe our findings are interesting to note that brand may be enhanced by forming positive brand attitude through brand expression i.e., color of visual factors. In addition, we suggest that level of congruence and diversity of brand expression is in fact deeper or wider than that of brand manager's intuition. We see that it is possible for studying brands the incongruity which has been studied as a strategy to reposition mature brands can be a way of improving the recognition on new brands.

• Archives of design research
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• v.18 no.4 s.62
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• pp.225-236
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• 2005

As a fresh trial using humorous items to escape from economic recession and uncertain state of mind regarding politics and society, fun is emerging as a keyword in design area. This study classified various use of fun reflected in modern fashion design according to the theme, and analyzed the mod of expression to identify formative characteristics. Through these processes, this study built conceptual structure of fun in fashion design. 412 fashion designs which represent fun were collected from 2001 $S/S{\sim}2005$ F/W collections. Data were analyzed and categorized. Results showed that the theme of fun in the modern fashion design could be classified into humor, kidult, irony, satire/parody, storytelling, and play. The design elements mainly used were color silhouette, letter, object, and drawing, while the design principles were distortion/exaggeration, incongruity, and repetition. In addition, these expressions were related to the traditional humor theory: incongruity-resolution, superior, and relief theories. The fun in modern fashion design has such value as affirmation, warmness, entertainment, youth, contradiction, surprise, deviate, allusion, attack, and description, Finally, in regard to the subject, the fun provides active experience like play as well as passive acceptance.

• Culinary science and hospitality research
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• v.11 no.2
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• pp.67-90
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• 2005

In this study, to improve the quality of school lunch in local colleges, we conducted a survey on students who attend 2 year colleges in Jeju region. With its own unique regional characteristics and the change of its school lunch program from direct management to consignment, there were some questions about how each factor in school lunch program affects on students' satisfaction with it and we tried to present helpful data to improve school lunch programs in each region. The survey took place from May 5 to May 10, 2005 covering the colleges only in Jeju region. There were 200 sets of questionnaires issued and distributed to the students who are currently using school lunch programs. Only 168 sets were retrieved and processed statistically. 2 sets out of 168 questionnaires had to be thrown away because there were wrong entries of some questions, which made overall retrieving rate 83%. In this study, SPSS 10.0 , one of the statistical package programs, was used as an analyzing tool to make Frequency Analysis. To verify credibility, Cronbach's Alpha Element Analysis was done and T-test and ANOVA was also made. After Recurrence Analysis for elements of satisfaction regarding main factors that is considered to be important to customers, we found that importance of following factors: appearance of food, incongruity between main and side dishes, availability of seasonal food, availability of preferred menu, absence of food stock, waiting time, accessibility of food counters, space between chairs, presentation of a menu, food tray's shape, and color of food trays. The importance of those showed high but satisfaction with the same factors was low. So the primary improvement on these factors should be made to increase satisfaction. Finally we concluded that in large extent, importance of each factor definitely affects on students' satisfaction.