• Journal of Global Scholars of Marketing Science
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• v.20 no.1
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• pp.98-109
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• 2010

Research on the construction, measurement, and management of brand equity has been extensive since David A. Aaker(1991) and Kevin Lane Keller(1993) first advanced the concept. Recently, much attention has been devoted to the components of brand equity: brand awareness, perceived quality, brand image, and brand loyalty. This study explores the relationships among these components, focusing particularly on the moderating role of product type (utilitarian vs. hedonic) in their causal relationships. A model to study the relationship among components of brand equity, particularly the moderating role of product type, is featured in Figure 1. The hypotheses of the study are proposed as follows: that consumers' brand awareness has a positive influence on brand loyalty and brand image; that consumers' perceived quality has a positive influence on brand loyalty and brand image; that consumers' brand image influences brand loyalty positively; and that relationships among components of brand equity will be moderated by product type. That is, in the case of utilitarian products, the impact of perceived quality on brand loyalty will be relatively stronger, whereas with hedonic products the impact of brand image on brand loyalty will be relatively stronger. To determine the products for the study, a pre-test of 58 college students in the Seoul metropolitan area was conducted based on the product type scale. As a result, computers were selected as the utilitarian product and blue jeans became the hedonic product. For each product type, two brands were selected: Samsung and HP for computers, and Levis and Nix for blue jeans. In the main study, 237 college students in the metropolitan area were surveyed to measure their brand awareness, perceived quality, brand image, and brand loyalty toward the selected two brands of each product type. The subjects were divided into two groups: one group (121 subjects) for computers, the other (116 subjects) for blue jeans. The survey questionnaires for the study included four parts: five questions on brand awareness and four questions each on perceived quality, brand image, and brand loyalty. All questions were to be answered using 7-point Likert scales. The data collected by the survey were processed to assess reliability and validity, and the causal relationships were analyzed to verify the hypotheses using the AMOS 7 program, a tool for analyzing structural equation modeling. A confirmatory factor analysis assessed the appropriateness of the measurement model, and the fit indices denoted that the model was satisfactory. The relationships among the components of brand equity were also analyzed using AMOS 7. The fit indices of the structural model denoted that it was also satisfactory. The paths in the structural model as will be seen in Figure 2 show that perceived quality affects brand image positively, but that brand awareness does not affect brand image. Moreover, it shows that brand awareness, perceived quality, and brand image are positively related with brand loyalty, and that this relationship is moderated by product type. In the case of utilitarian products, perceived quality has relatively more influence on brand loyalty. Conversely, in the case of hedonic products, brand image has relatively more influence on brand loyalty. The results of this empirical study contribute toward the advancement of our understanding of the relationships among the components of brand equity and expand the theoretical underpinnings for brand equity measurement. It also helps further our understanding of the effect of product type on customer-based brand equity. In a marketing management practice perspective, these results may provide managerial implications for building and maintaining brand equity effectively.

• 한국HCI학회:학술대회논문집
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• 2008.02b
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• pp.152-157
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• 2008

The customer satisfaction of WAP service greatly relies on the usability of the service due to the limited display size of a mobile phone and limitation in realizing UI (User Interface) for function keys, browser, and OS (operating system) Currently, a number of contents providers develop and deliver varying services, and thus, it is critical to control quality level of UI in consistent standards and manner. This study suggests usability index evaluation system to achieve consistent UI quality control of various WAP services. The system adopts both top-down and bottom-up approaches. The former concerns deriving UI design components and evaluation checklists for the WAP, based on the usability attributes and UI principles. The latter concerns deriving usability-related evaluation checklists from the established UI design features, and then grouping them from the viewpoint of usability principles and attributes. This bidirectional approach has two outstanding advantages: it allows thorough examination of potential elements that can cause usability problems from the standpoint of usability attributes, and also derives specific evaluation elements from the perspective of UI design components that are relevant to the real service environment. The evaluation system constitutes a hierarchical structure by networking usability attributes, UI guideline which indicates usability principles for each attribute, and usability evaluation checklist for each UI component that enables specific evaluation. Especially, each evaluation checklist contains concrete contents and format so that it can be readily marked in O/X. The score is based on the ratio of number of items that received positive answer to the number of total items. This enables a quantitative evaluation of the usability of mobile WAP service. The validity of the proposed evaluation system has been proved through comparative analysis with the real usability problems based on the user test. A software was developed that provides guideline for evaluation objects, criteria and examples for each checklist, and automatically calculates a score. The software was applied to evaluating and improving the real mobile WAP service.

• Journal of the Korean Society of Food Science and Nutrition
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• v.38 no.12
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• pp.1794-1800
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• 2009

This research was performed to acquire dietitians' attitudes toward events marketing at school foodservice operations in the Busan area. A total of 359 questionnaires were distributed to dietitians employed at school foodservice operations in Busan from July 1 to 31, 2006 (response rate: 93%). All dietitians assessed the importance and performance of event marketing at 3.39/5.00 and 2.78/5.00. The elementary and high school had significantly (p<0.01) higher average scores of performance of event marketing than those of the middle school. The contract managed foodservices had significantly (p<0.01) higher average scores of performance of event marketing than those of the independent managed foodservices. In the Importance-Performance Analysis (IPA), high importance and high performance (B area: doing great) were seasonal event, traditional festival day event, subdivisions of the seasonal event, environment event, school event, the day event and high importance whereas low performance (A area: focus here) was health event. Event marketing increased customer satisfaction and confidence. Therefore, these results suggest that there may be a need to implement special events at school foodservice in order to increase students' satisfaction.

• Journal of the Korean Institute of Landscape Architecture
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• v.40 no.6
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• pp.127-139
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• 2012

This study aims to figure out the main agent of management in the 69 recently constructed neighborhood parks in Busan, and to analyze the present status of the main agents. For this purpose, the work resources on park and landscape management, interview to related staff, and the budget on urban parks were found as the main agents of management. In case the parks were managed by consignment or by other separate organization, this study collected resources through the homepage or personal visits. As a result for the management method on parks, about 48 parks(69.6%) were under direct management by the local governments' main office and its business offices. Eighteen parks(26.1%) were commissioned to corporation or private organizations and three parks(4.3%) were operated by both direct and commissioned management. Because of the overall management result on urban parks, the company under outsourced management is not sufficient for a comprehensive management. Such is mainly focused on the maintenance like landscape or cleaning, but have fewer programs for the users. Forty-six parks cared by the local governments are mainly small sized neighborhood parks. For the management, contract workers or short-term workers are hired. It demonstrates an urgent need to improve professional personnel and organizational system for park management. In addition, any educational or cultural facility in the park is managed by separate institutions. Thus, it is not controlled as a park facility but an independent facility with separate controls. Moreover, to solve such problems, it needs legalization on the proper employment for parks, institutional improvement, cooperative network with NGO, planning and development of the program used according to the change of time, and customer oriented program management.

• Korean Journal of Food Science and Technology
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• v.42 no.1
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• pp.8-13
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• 2010

Bisphenol A diglycidyl ether (BADGE) and bisphenol F diglycidyl ether (BFDGE) were obtained by a polymerization reaction of epichlorohydrin (ECH) with bisphenol A (BPA) or bisphenol F (BPF). These compounds are commonly used as monomers or additives such as a polymerization stabilizer and a hydrochloric acid scavenger of epoxy resin, polyvinyl chloride (PVC)-containing organosols and polyester lacquers, that are applied to the internal surface of most canned foods to impart chemical resistance. The unreacted BADGE, BFDGE and their reaction products migrating from epoxy resin, PVC-containing organosol and/or polyester lacquer-based food packaging materials into the foods have recently become an issue of great concern because of increased customer demand for safety. This study was conducted to develop a rapid and sensitive simultaneous analysis method based on HPLC/FLD and HPLC/APCI-mass and to evaluate the concentration of BADGE, BFDGE and their metabolites, BADGE $H_2O$, BADGE $2H_2O$, BADGE HCl, BADGE 2HCl, BADGE HCl $H_2O$, BFDGE $H_2O$, BFDGE $2H_2O$, BFDGE HCl, BFDGE 2HCl and BFDGE HCl $H_2O$ for 133 canned food samples. The method provided a linearity of 0.9997-0.9999, a limit of detection of $0.01-0.13\;{\mu}g/mL$, a limit of quantitation of $0.03-0.44\;{\mu}g/mL$ and a recovery (%) of 85.64-118.18. The number of samples containing BADGE, BFDGE or their metabolites were: 28/133 (21.1%), with levels of 0.400-0.888 mg/kg being observed for aqueous foods (19/133) and 0.093-0.506 mg/kg being observed for oily foods (9/133).

• Journal of Engineering Education Research
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• v.11 no.4
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• pp.11-18
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• 2008

Companies have been making considerable efforts to develop innovative products for better competitiveness in the market, however, the education curriculum for innovative product development (IPD) in domestic universities needs has not been well developed. The present study was intended to identify the needs of students and practitioners regarding teaching subjects, pedagogical methods, and industry-academia collaboration that can be reflected in the development of IPD education curriculum. Through a literature survey 46 IPD teaching subjects of 7 categories (planning, feasibility analysis, concept development, product design, manufacturing process design, production, and ethics & law) were selected. Opinions on the preferences and importances of the teaching subjects, pedagogical methods, and industry-academia collaboration were collected from 53 college students who took courses of product development and 36 practitioners working in product development. While the students preferred the balanced teaching of all the subject categories, the practitioners suggested planning and concept development be taught with high importance; 6 subjects (product development strategy, customer needs identification, market research, concept generation method, design ideation method, and ergonomic design) received high ratings of preference and importance. The students preferred the mix of various pedagogical methods (lecture, discussion, presentation, practice, and case study) and provided needs on each pedagogical method. Lastly, the students wanted an opportunity of learning through industry-academia collaboration and the practitioners provided ideas for mutual benefits between industry and academia. The needs of students and practitioners identified in the study can be effectively applied to develop a better IPD education curriculum.

• Journal of the Korean Society of Food Science and Nutrition
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• v.40 no.8
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• pp.1172-1178
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• 2011

The purpose of this study was to investigate the status of a school foodservice menu evaluation and the perception of the school's dietitian on menu evaluation. Questionnaires were distributed to 448 school dietitians with an official letter, and a total of 292 responses were used for analysis. More than 90% of the respondents stated that a menu evaluation for the school foodservice was necessary. The major barriers to menu evaluation were "excessive workload" and a "lack of know-how", and the expected benefits were "increased satisfaction of customers" and "increased foodservice efficiency". The menu evaluation for "student preferences", "health improvement", and "ease of quality management" categories were performed in more than 45% of schools. The proportion of subjects who answered that "customer satisfaction" and "increased efficiency of foodservice" were expected benefits of menu evaluation were significantly higher in the menu evaluation group (p<0.05).

• Journal of dental hygiene science
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• v.9 no.4
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• pp.443-451
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• 2009

The purpose of this study was to examine the views of dental hygiene students about the possible countermeasure of domestic hospitals for the opening of the medical market. The subjects in this study were 269 dental hygiene sophomores, juniors and seniors at two different colleges in the region of Busan. The findings of the study were as follows: The opening of the medical market and views of possible countermove, whether they agreed to that or not made a statistically significant difference to their opinions on the necessity of customer-oriented marketing strategy(p=0.023), analysis of foreign medical markets/attempt to make inroads into the markets(p<0.000) and the improvement of the quality of medical services/the diversification of the services(p=0.025). As to an intention of going to a foreign hospital, they had a statistically significantly different intention about whether to go to a foreign hospital regardless of medical bills(p<0.000), whether to consult a doctor in a foreign hospital after going to a domestic hospital first (p<0.000), whether to consider the distance between their houses and a foreign hospital(p=0.05) and whether to take considerations on the assistance of an interpreter(p=0.023). In regard to preference for foreign hospitals, American hospitals ranked first(41.9), followed by Australian hospitals(19.9) and Canadian ones(14.2).

• Journal of Intelligence and Information Systems
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• v.25 no.4
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• pp.105-122
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• 2019

Dimensionality reduction is one of the methods to handle big data in text mining. For dimensionality reduction, we should consider the density of data, which has a significant influence on the performance of sentence classification. It requires lots of computations for data of higher dimensions. Eventually, it can cause lots of computational cost and overfitting in the model. Thus, the dimension reduction process is necessary to improve the performance of the model. Diverse methods have been proposed from only lessening the noise of data like misspelling or informal text to including semantic and syntactic information. On top of it, the expression and selection of the text features have impacts on the performance of the classifier for sentence classification, which is one of the fields of Natural Language Processing. The common goal of dimension reduction is to find latent space that is representative of raw data from observation space. Existing methods utilize various algorithms for dimensionality reduction, such as feature extraction and feature selection. In addition to these algorithms, word embeddings, learning low-dimensional vector space representations of words, that can capture semantic and syntactic information from data are also utilized. For improving performance, recent studies have suggested methods that the word dictionary is modified according to the positive and negative score of pre-defined words. The basic idea of this study is that similar words have similar vector representations. Once the feature selection algorithm selects the words that are not important, we thought the words that are similar to the selected words also have no impacts on sentence classification. This study proposes two ways to achieve more accurate classification that conduct selective word elimination under specific regulations and construct word embedding based on Word2Vec embedding. To select words having low importance from the text, we use information gain algorithm to measure the importance and cosine similarity to search for similar words. First, we eliminate words that have comparatively low information gain values from the raw text and form word embedding. Second, we select words additionally that are similar to the words that have a low level of information gain values and make word embedding. In the end, these filtered text and word embedding apply to the deep learning models; Convolutional Neural Network and Attention-Based Bidirectional LSTM. This study uses customer reviews on Kindle in Amazon.com, IMDB, and Yelp as datasets, and classify each data using the deep learning models. The reviews got more than five helpful votes, and the ratio of helpful votes was over 70% classified as helpful reviews. Also, Yelp only shows the number of helpful votes. We extracted 100,000 reviews which got more than five helpful votes using a random sampling method among 750,000 reviews. The minimal preprocessing was executed to each dataset, such as removing numbers and special characters from text data. To evaluate the proposed methods, we compared the performances of Word2Vec and GloVe word embeddings, which used all the words. We showed that one of the proposed methods is better than the embeddings with all the words. By removing unimportant words, we can get better performance. However, if we removed too many words, it showed that the performance was lowered. For future research, it is required to consider diverse ways of preprocessing and the in-depth analysis for the co-occurrence of words to measure similarity values among words. Also, we only applied the proposed method with Word2Vec. Other embedding methods such as GloVe, fastText, ELMo can be applied with the proposed methods, and it is possible to identify the possible combinations between word embedding methods and elimination methods.

• Proceedings of the Korean DIstribution Association Conference
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• 2005.11a
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• pp.29-51
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• 2005

Brands are important in the consumer market. They are the interface between consumers and the company, consumers may develop loyalty to brands. also, The late development of industrial marketing explains the near absence of research on Brand Equity in business to business. With recent change, industrial companies have shifted from a production focus to a customer focus. industrial brand is fast developing. The basic purpose of this study is to investigate industrial brand trust and loyalty affecting the Result of business relationship between industrial buyers and suppliers. Factors hypothesized to influence trust in a brand include a number of brand characteristics, company characteristics and consumer-brand characteristics. This research presented a comprehensive constructive model consisting of components of industrial brand trust and loyalty, and then propose the research model base on prior researches and studies about relationships among components of industrial brand loyalty. Data were gathered from respondents who work in industrial buying center. For this study, Data were analyzed by SPSS 10.0 and AMOS 4.0. The results of this research analysis were as fallow. Industrial brand trust and loyalty were positively related with a number of industrial brand characteristics, supplier characteristics and buyer-brand characteristics. relationship commitment. This research newly proposed the concept of 'industrial brand trust and loyalty affecting the Result of business relationship between industrial buyers and suppliers'