• Title/Summary/Keyword: delay performance

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A digital Audio Watermarking Algorithm using 2D Barcode (2차원 바코드를 이용한 오디오 워터마킹 알고리즘)

  • Bae, Kyoung-Yul
    • Journal of Intelligence and Information Systems
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    • v.17 no.2
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    • pp.97-107
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    • 2011
  • Nowadays there are a lot of issues about copyright infringement in the Internet world because the digital content on the network can be copied and delivered easily. Indeed the copied version has same quality with the original one. So, copyright owners and content provider want a powerful solution to protect their content. The popular one of the solutions was DRM (digital rights management) that is based on encryption technology and rights control. However, DRM-free service was launched after Steve Jobs who is CEO of Apple proposed a new music service paradigm without DRM, and the DRM is disappeared at the online music market. Even though the online music service decided to not equip the DRM solution, copyright owners and content providers are still searching a solution to protect their content. A solution to replace the DRM technology is digital audio watermarking technology which can embed copyright information into the music. In this paper, the author proposed a new audio watermarking algorithm with two approaches. First, the watermark information is generated by two dimensional barcode which has error correction code. So, the information can be recovered by itself if the errors fall into the range of the error tolerance. The other one is to use chirp sequence of CDMA (code division multiple access). These make the algorithm robust to the several malicious attacks. There are many 2D barcodes. Especially, QR code which is one of the matrix barcodes can express the information and the expression is freer than that of the other matrix barcodes. QR code has the square patterns with double at the three corners and these indicate the boundary of the symbol. This feature of the QR code is proper to express the watermark information. That is, because the QR code is 2D barcodes, nonlinear code and matrix code, it can be modulated to the spread spectrum and can be used for the watermarking algorithm. The proposed algorithm assigns the different spread spectrum sequences to the individual users respectively. In the case that the assigned code sequences are orthogonal, we can identify the watermark information of the individual user from an audio content. The algorithm used the Walsh code as an orthogonal code. The watermark information is rearranged to the 1D sequence from 2D barcode and modulated by the Walsh code. The modulated watermark information is embedded into the DCT (discrete cosine transform) domain of the original audio content. For the performance evaluation, I used 3 audio samples, "Amazing Grace", "Oh! Carol" and "Take me home country roads", The attacks for the robustness test were MP3 compression, echo attack, and sub woofer boost. The MP3 compression was performed by a tool of Cool Edit Pro 2.0. The specification of MP3 was CBR(Constant Bit Rate) 128kbps, 44,100Hz, and stereo. The echo attack had the echo with initial volume 70%, decay 75%, and delay 100msec. The sub woofer boost attack was a modification attack of low frequency part in the Fourier coefficients. The test results showed the proposed algorithm is robust to the attacks. In the MP3 attack, the strength of the watermark information is not affected, and then the watermark can be detected from all of the sample audios. In the sub woofer boost attack, the watermark was detected when the strength is 0.3. Also, in the case of echo attack, the watermark can be identified if the strength is greater and equal than 0.5.

The Optimal TDN Levels of Concentrates and Slaughter Age in Hanwoo Steers (거세한우에 있어서 배합사료의 적정 TDN 수준과 도축 월령)

  • Kim, K.H.;Lee, J.H.;Oh, Y.G.;Kang, S.W.;Lee, S.C.;Park, W.Y.;Ko, Y.D.
    • Journal of Animal Science and Technology
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    • v.47 no.5
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    • pp.731-744
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    • 2005
  • Ninety Hanwoo steers(initial BW=167.2$\pm$13.4kg) were used to determine the effect of energy concentrations in concentrates and slaughter age on performance, carcass characteristics. Steers were allotted by BW to one of eighteen pens. Eighteen pens were randomly allotted to a low(70-70-71-72% for the growing, the early, the middle or the late fattening periods), medium(70-71-72-73%) or high(70-72- 73-74%) TDN level of concentrates. Five steers for each treatment of energy level were slaughtered every one month from 26 month of age to 31 month of age. Concentrates was fed restrictedly to achieve a predicted gain of 0.7-0.9kg from growing stage to middle fattening stage. All steers were fed orchard grass(Dactylis glomerata L.) hay as roughage during the growing period, fed rice straw gradually substituted for orchard grass hay during the early fattening period, and fed rice straw only thereafter. Overall body weight and feed intake were not affected by TDN levels of concentrates. Average daily gain for all treatments was higher than 0.9kg/d during the 19-21 month of age and decrease thereafter, but sustained above 0.7kg/d. Mean concentrates intake for all treatments was 1.0-1.3% of live BW during the growing period and 1.5% during the early fattening. Thereafter, it decreased up to 1.4% during the middle fattening and 1.0% during late fattening period. Delay of slaughter end point resulted in a gradual increase of rib-eye area, back fat thickness and marbling score, especially after slaughter age of 29 month there was significant increases(P<0.05). The appearance rate of 1+ and 1 grade related to the slaughter ages was 100% at 29, 30 and 31 months of age, whereas those at 26, 27 and 28 months were 93, 86 and 80%, respectively. Dressing rate was significantly(P<0.05) increased and rate of retailed cut weight significantly(P<0.05) decreased when slaughter age increased. In economic analysis, there was pronounced increase in net income up to 32-46% after slaughter age of 29 months. Under the conditions of this study, high TDN intake is not necessarily required for high quality Hanwoo meat production and slaughter age of 29 month might be the optimum for Hanwoo steers.

Analysis and Safety Assessment of Antioxidants Migrated from Polyethylene and Polypropylene Food Packaging Materials into Food Simulants (폴리에틸렌 및 폴리프로필렌 기구·용기·포장 유래 산화방지제 분석 및 안전성평가)

  • Choi, Heeju;Choi, Jae Chun;Bae, In-Ae;Park, Se-Jong;Kim, MeeKyung
    • Journal of Food Hygiene and Safety
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    • v.32 no.5
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    • pp.424-433
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    • 2017
  • Antioxidants are used in the manufacturing of commercial food packages made of polyolefin plastic such as polyethylene and polypropylene for the purpose to delay the oxidation reaction of the polymer due to oxygen or traces of ozone in the atmosphere. Additives in plastics may be migrated from the packaging materials into foods, thereby presenting a potential health risk to the consumer. Therefore, it is necessary to determine migration level of antioxidants from food packaging materials to foodstuffs in order to take proactive management. In this study, we have developed a method for the analysis of 10 antioxidants, which are butylated hydroxyanisole (BHA), butylated hydroxytoluene (BHT), Cyanox 2246, 425 and 1790, Irgafos 168, and Irganox 1010, 1330, 3114 and 1076, migrated from the food packaging materials into four food simulants for aqueous, acidic, alcoholic and fatty foods. The antioxidants were determined by reversed-phase high-performance liquid chromatograph-ultraviolet detector with 276 nm after solid-phase extraction with a hydrophilic-lipophilic balance (HLB) cartridge or dilution with isopropanol. The analytical method showed a good linearity of coefficient ($R^2{\geq}0.99$), limits of detection (0.11~0.41 mg/L), and limits of quantification (0.34~1.24 mg/L). The recoveries of antioxidants spiked to four food simulants ranged from 71.3% to 109.4%. The migrated antioxidants in this study were within the safety levels that resulted from the safety assessment by the estimated daily intake to the tolerable daily intake.

A Case of Childhood Obstructive Sleep Apnea Syndrome with Co-morbid Attention Deficit Hyperactivity Disorder Treated with Continuous Positive Airway Pressure Treatment (지속적(持續的) 상기도(上氣道) 양압술(陽壓術)을 시행(施行)하여 치료효과(治療效果)를 본 주의력(注意力) 결핍(缺乏).과잉(過剩) 운동장애(運動障碍)를 동반(同伴)한 소아기(小兒基) 폐쇄성(閉鎖性) 수면무호흡증(睡眠無呼吸症) 1례(例))

  • Sohn, Chang-Ho;Shin, Min-Sup;Hong, Kang-E;Jeong, Do-Un
    • Sleep Medicine and Psychophysiology
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    • v.3 no.1
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    • pp.85-95
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    • 1996
  • Obstructive sleep apnea syndrome(OSAS) in childhood is unique and different n-om that in adulthood in several aspects, including pathophysiology, clinical features, diagnostic criteria, complications, management, and prognosis. Characteristic features of childhood OSAS in comparison with the adult form are the variety of severe complications such as developmental delay, more prominent behavioral and cognitive impairments, vivid cardiovascular symptoms, and increased death risk, warranting a special attention to the possible diagnosis of OSAS in children who snore. However, the childhood OSAS is often neglected and unrecognized. We, therefore, report a case of very severe OSAS in a 5-year-old boy who was sucessfully treated with continuous positive airway pressure(CPAP) treatment. Interestingly, the patient was comor-bid with the attention deficit hyperactivity disorder. Prior to the initial visit to us, adenotonsillectomy had been done at the age of 4 with no significant improvement of apneic symptoms and heavy snoring. On the initial diagnostic procedures, marked degree of snoring was audible even in the daytime wake state and the patient was observed to be very hyperactive. Increased pulmonary vascularity with borderline cardiomegaly was noted on chest X-ray. The baseline polysomnography revealed that the patient was very sleep-apneic and snored very heavily, with the respiratory disturbance index(RDI) of 46.9 per hour of sleep, the mean SaO2 of 78.8%, and the lowest SaO2 of 40.0%(the lowest detectable oxygen level by the applied oxymeter). The second night polysomnography was done for CPAP titration and the optimal pressure turned out to be $8.0\;cmH_2O$. The applied CPAP treatment was well tolerated by the patient and was found to be very effective in alleviating heavy snoring and severe repetitive sleep apneas. After 18 months of the CPAP treatment, the patient was followed up with nocturnal polysomnography(baseline and CPAP nights) and clinical examination. Sleep apneas were still present without CPAP on the baseline night. However, the severity of OSAS was significantly decreased(RDI of 15.7, mean SaO2 of 96.2%, and the lowest SaO2 of 83.0%), compared to the initial polysomnographic findings before initiation of long-term CPAP treatment. Wechsler intelligence tests done before and after the CPAP treatment were compared with each other and surprising improvement of intelligence(total 9 points, performance 16 points) was noted. Clinically he was found to be markedly improved in his attention deficit hyperactive behavior after CPAP treatment, but with minimal change of TOVA(test of variables of attention) scores except conversion of reaction time score into normal range. On the chest X-ray taken after 18 months of CPAP application, the initial cardiopulmonary abnormalities were not found at all. We found that the CPAP treatment in a young child is very effective, safe, and well-tolerated and also improves the co-morbid attention deficit hyperactive symptoms. Overall, the growth and development of the child has been facilitated with the long-term use of CPAP. Cardiovascular complications induced by OSAS have been also normalized with CPAP treatment. We suggest that early diagnosis and active treatment intervention of OSAS in children are crucial in preventing and ameliorating possible serious complications caused by repetitive sleep apneas and consequent hypoxic damage during sleep.

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A Numerical and Experimental Study for Fry-drying of Various Sludge (슬러지 유중 건조에 대한 전산 해석 및 실험적 연구)

  • Shin, Mi-Soo;Kim, Hey-Suk;Kim, Byeong-Gap;Hwang, Min-Jeong;Jang, Dong-Soon;Ohm, Tae-In
    • Journal of Korean Society of Environmental Engineers
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    • v.32 no.4
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    • pp.341-348
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    • 2010
  • The basic principle of fry drying process of sludge lies in the rapid pressure change of sludge material caused by the change of temperature between oil and moisture due to the difference of specific heat. Therefore, the rapid increase of pressure in drying sludge induces the efficient moisture escape through sludge pores toward heating oil media. The object of this study is to carry out a systematic investigation of the influence of various parameters associated with the sludge fry drying processes on the drying efficiency. To this end, a series of parametric experimental investigation has been made together with the numerical calculation in order to obtain typical drying curves as function of important parameters such as drying temperature, sludge diameter, oil type and sludge type. In the aspect of frying temperature, especially it is found that the operation higher than $140^{\circ}C$ was favorable in drying efficiency regardless of type of waste oil employed in this study. The same result was also noted consistently in the investigation of numerical calculation, that is, in that the sludge particle drying was efficiently made over $140^{\circ}C$ irrespective of the change of particle diameter. As expected, in general, the decrease of diameter in sludge was found efficient both experiment and numerical calculation in drying due to the increased surface area per unit volume. In the investigation of oil type and property, the effect of the viscosity of waste oil was found to be more influential in drying performance. In particular, when the oil with high viscosity, a visible time delay was noticed in moisture evaporation especially in the early stage of drying. However, the effect of high viscosity decreased significantly over the temperature of $140^{\circ}C$. There was no visible difference observed in the study of sludge type but the sewage sludge with a slightly better efficiency. The numerical study is considered to be a quite useful tool to assist in experiment with more detailed empirical modeling as further work.

A New Reddish Brown Color Rice Cultivar 'Hongjinju' (벼 중생 적갈색미 신품종 '홍진주')

  • Yang, Chang-In;Lee, Kyu-Seong;Choi, Yong-Hwan;Jung, Kuk-Hyun;Jung, O-Young;Hwang, Hung-Goo;Lee, Jeom-Ho;Kim, Hong-Yeol;Hong, Ha Cheol;Lee, Sang-Bok;Lee, Young-Tae;Yang, Sae-Jun;Kang, Kyung-Ho;Cho, Young-Chan;Kim, Sun-Lim
    • Korean Journal of Breeding Science
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    • v.43 no.6
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    • pp.513-518
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    • 2011
  • 'Hongjinju', the reddish brown coloured rice variety, was developed by the rice breeding team of National Institute of Crop Science, RDA during the period from 1990 to 2006 and released in 2007. The cultivar was derived from a cross between Suwon 383, and $SR18164F_2$, a reddish brown pigmented line. 'Hongjinju' is medium maturity with 133 days of growth duration from seeding to heading and is japonica-type with about 82 cm in culm length. 'Hongjinju' has slightly less number of tillers per hill and more spikelets of panicles than those of 'Heugjinjubyeo'. It is susceptible to leaf blast, other disease and insect pests. It shows intermediate germination ratio at low temperature and similar tolerance to leaf discolor at seeding stage and heading-delay but it is resistant to spikelets-sterility type of cold damage at maturing stage compared with 'Heugjinjubyeo'. The yield performance of this variety in brown rice is about 5.07 MT/ha and is adaptable to the central and southern plain areas of Korea.

An Early-Maturing, Blast Resistant and High Quality Rice Cultivar "Pyeongwon" (벼 조생 단간 내도열병 고품질 신품종 "평원")

  • Ryu, Hae-Young;Jeon, Yong-Hee;Jung, Kuk-Hyun;Shin, Young-Seop;Hwang, Hung-Goo;Kim, Hong-Yeol;Kim, Myeong-Ki;Jung, O-Young;Won, Yong-Jae;Kim, Yeon-Gyu;Yang, Chang-In;Lee, Jeom-Ho;Lee, Jeong-Il;Lee, Jeong-Heui;Choi, Yoon-Hee;Yang, Sae-Jun;Ahn, Eok-Keun
    • Korean Journal of Breeding Science
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    • v.41 no.2
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    • pp.177-181
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    • 2009
  • 'Pyeongwon' is a new japonica rice cultivar which is developed from a cross between Jinbu19 and Samjiyeon4 from North Korea by the rice breeding team of National Institute of Crop Science, RDA. Pyeongwon has about 107 days duration from seeding to heading in mid-northen plain, alpine, north-eastern coastal and southern alpine areas. It has about 67 cm culm length and tolerance to lodging. Pyeongwon has 13 tillers per hill and 82 spikelets per panicle. It showed tolerance to heading delay and spikelet sterility due to cold treatment similar to Odaebyeo. It also showed slow leaf senescence and moderate tolerance to viviparous germination during the ripening stage. Pyeongwon has resistance to blast disease but susceptible to stripe virus and brown planthopper. Milled rice of Pyeongwon has translucent kernels, relatively clear non-glutinous endosperm and medium short grain. It is characterized as a low gelatinization temperature and slightly lower amylose content (17.1%) variety compared to Odaebyeo (19.5%) and has good palatability of cooked rice. The milled rice yield performance of this cultivar was about 5.28 MT/ha by ordinary culture in local adaptability test for three years. This cultivar may be highly adaptable to the mid-northen plain, alpine, north-eastern coastal and southern alpine areas of Korea.

The Records and Archives Administrative Reform in China in 1930s (1930년대 중국 문서당안 행정개혁론의 이해)

  • Lee, Won-Kyu
    • The Korean Journal of Archival Studies
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    • no.10
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    • pp.276-322
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    • 2004
  • Historical interest in China in 1930s has been mostly focused on political characteristic of the National Government(國民政府) which was established by the KMT(中國國民黨) as a result of national unification. It is certain that China had a chance to construct a modern country by the establishment of the very unified revolutionary government. But, it was the time of expanding national crises that threatened the existence of the country such as the Manchurian Incident and the Chinese-Japanese War as well as the chaos of the domestic situation, too. So it has a good reason to examine the characteristic and pattern of the response of the political powers of those days. But, as shown in the recent studies, the manifestation method of political power by the revolutionary regime catches our attention through the understanding of internal operating system. Though this writing started from the fact that the Nationalist Government executed the administrative reform which aimed at "administrative efficiency" in the middle of 1930s, but it put stress on the seriousness of the problem and its solution rather than political background or results. "Committee on Administrative Efficiency(行政效率委員會)", the center of administrative reform movement which was established in 1934, examined the plan to execute the reform through legislation by the Executive Council(行政院) on the basis of the results of relevant studies. They claimed that the construction of a modern country should be performed by not political revolution anymore but by gradual improvement and daily reform, and that the operation of the government should become modern, scientific and efficient. There were many fields of administrative reform subjects, but especially, the field of records and archives adminstration(文書檔案行政) was studied intensively from the initial stage because that subject had already been discussed intensively. They recognized that records and archives were the basic tool of work performance and general activity but an inefficient field in spite of many input staff members, and most of all, archival reform bring about less conflicts than the fields of finance, organization and personnel. When it comes to the field of records adminstration, the key subjects that records should be written simply, the process of record treatment should be clear and the delay of that should be prevented were already presented in a records administrative meeting in 1922. That is, the unified law about record management was not established, so each government organization followed a conventional custom or performed independent improvement. It was through the other records administrative workshop of the Nationalist Government in 1933 when the new trend was appeared as the unified system improvement. They decided to unify the format of official records, to use marker and section, to unify the registration of receipt records and dispatch records and to strengthen the examination of records treatment. But, the method of records treatment was not unified yet, so the key point of records administrative reform was to establish a unified and standard record management system for preventing repetition by simplifying the treatment procedure and for intensive treatment by exclusive organizations. From the foundation of the Republic of China to 1930s, there was not big change in the field of archives administration, and archives management methods were prescribed differently even in the same section as well as same department. Therefore, the point at issue was to centralize scattered management systems that were performed in each section, to establish unified standard about filing and retention period allowance and to improve searching system through classification and proper number allowance. Especially, the problem was that each number system and classification system bring about different result due to dual operation of record registration and archives registration, and that strict management through mutual contrast, searching and application are impossible. Besides, various problems such as filing tools, arrangement method, preservation facilities & equipment, lending service and use method were raised also. In the process this study for the system improvement of records and archives management, they recognized that records and archives are the identical thing and reached to create a successive management method of records and archives called "Records and Archives Chain Management Method(文書檔案連鎖法)" as a potential alternative. Several principles that records and archives management should be performed unitedly in each organization by the general record recipient section and the general archives section under the principle of task centralization, a consistent classification system should be used by classification method decided in advance according to organizational constitution and work functions and an identical number system should be used in the process of record management stage and archive management stage by using a card-type register were established. Though, this "Records and Archives Chain Management Method" was developed to the stage of test application in several organizations, but it was not adopted as a regular system and discontinued. That was because the administrative reform of the Nationalist Government was discontinued by the outbreak of the Chinese-Japanese War. Even though the administrative reform in the middle of 1930s didn't produce practical results but merely an experimentation, it was verified that the reform against tradition and custom conducted by the Nationalist Government that aimed for the construction of a modern country was not only a field of politics, but on the other hand, the weak basis of the government operation became the obstacle to the realization of the political power of the revolutionary regime. Though the subject of records and archives administrative reform was postponed to the future, it should be understood that the consciousness of modern records and archives administration and overall studies began through this examination of administrative reform.

Development of Deep-Learning-Based Models for Predicting Groundwater Levels in the Middle-Jeju Watershed, Jeju Island (딥러닝 기법을 이용한 제주도 중제주수역 지하수위 예측 모델개발)

  • Park, Jaesung;Jeong, Jiho;Jeong, Jina;Kim, Ki-Hong;Shin, Jaehyeon;Lee, Dongyeop;Jeong, Saebom
    • The Journal of Engineering Geology
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    • v.32 no.4
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    • pp.697-723
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    • 2022
  • Data-driven models to predict groundwater levels 30 days in advance were developed for 12 groundwater monitoring stations in the middle-Jeju watershed, Jeju Island. Stacked long short-term memory (stacked-LSTM), a deep learning technique suitable for time series forecasting, was used for model development. Daily time series data from 2001 to 2022 for precipitation, groundwater usage amount, and groundwater level were considered. Various models were proposed that used different combinations of the input data types and varying lengths of previous time series data for each input variable. A general procedure for deep-learning-based model development is suggested based on consideration of the comparative validation results of the tested models. A model using precipitation, groundwater usage amount, and previous groundwater level data as input variables outperformed any model neglecting one or more of these data categories. Using extended sequences of these past data improved the predictions, possibly owing to the long delay time between precipitation and groundwater recharge, which results from the deep groundwater level in Jeju Island. However, limiting the range of considered groundwater usage data that significantly affected the groundwater level fluctuation (rather than using all the groundwater usage data) improved the performance of the predictive model. The developed models can predict the future groundwater level based on the current amount of precipitation and groundwater use. Therefore, the models provide information on the soundness of the aquifer system, which will help to prepare management plans to maintain appropriate groundwater quantities.

Is corporate rebranding a double-edged sword? Consumers' ambivalence towards corporate rebranding of familiar brands

  • Phang, Grace Ing
    • Asia Marketing Journal
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    • v.15 no.4
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    • pp.131-159
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    • 2014
  • Corporate rebranding has been evident in the qualitative corporate rebranding studies as an imposed organizational change that induces mixed reactions and ambivalent attitudes among consumers. Corporate rebranding for the established and familiar corporate brands leads to more ambivalent attitudes as these companies represent larger targets for disparaging information. Consumers are found to hold both positive and negative reactions toward companies and brands that they are familiar with. Nevertheless, the imposed change assumption and ambivalent attitude, in particular corporate rebranding, have never been widely explored in the quantitative corporate rebranding studies. This paper aims to provide a comprehensive empirical examination of the ambivalence towards rebrandingrebranded brand attitude-purchase intention relationships. The author proposes that corporate rebranding for familiar corporate brands is a double-edged sword that not only raises the expectation for better performance, but also induces conflicted and ambivalent attitudes among consumers. These consumers' ambivalent attitudes are influenced by both the parent brands-related and general attitude factors which further affect their rebranded brand attitude and purchase intention. A total of 156 useable questionnaires were collected from Malaysian working adults; and two established Malaysian airfreight operators were utilized as the focal parent brands. The study found a significant impact of prior parent brand attitudes on ambivalence towards rebranding (ATR). The parent brand attitudes served as anchors in influencing how new information was processed (Mazaheri et al., 2011; Sherif & Hovland, 1961) and closely related to behavioral intention (Prislin & Quellete, 1996). The ambivalent attitudes experienced were higher when individuals held both positive and negative reactions toward the parent brands. Consumers also held higher ambivalent attitudes when they preferred one of the parent brands; while disliked the other brand. The study also found significant relationships between the lead brand and the rebranded brand attitude; and between the partner brands and ATR. The familiar but controversial partner brand contributed significantly to the ambivalent attitudes experienced; while the more established lead brand had significant impact on the rebranded brand attitude. The lead and partner brands, though both familiar, represented different meanings to consumers. The author attributed these results to the prior parent brand attitudes, the skepticism and their general ambivalence toward the corporate rebranding. Both general attitude factors (i.e. skepticism and general ambivalence towards rebranding) were found to have significant positive impacts on ATR. Skeptical individuals questioned the possibility of a successful rebranding (Chang, 2011) and were more careful with their evaluations toward 'too god to be true' or 'made in heaven' pair of companies. The embedded general ambivalent attitudes that people held toward rebranding could be triggered from the associative network by the ambiguous situation (Prislin & Quellete, 1996). In addition, the ambivalent rebranded brand attitude was found to lower down purchase intention, supporting Hanze (2001), Lavine (2001) and van Harreveld et al. (2009)'s studies. Ambivalent individuals were found to prefer delay decision making by choosing around the mid-ranged points in 'willingness to buy' scale. The study provides several marketing implications. Ambivalence management is proven to be important to corporate rebranding to minimize the ambivalent attitudes experienced. This could be done by carefully controlling the parent brands-related and general attitude factors. The high ambivalent individuals are less confident with their own conflicted attitudes and are motivated to get rid of the psychological discomfort caused by these conflicted attitudes (Bell & Esses, 2002; Lau-Gesk, 2005; van Harreveld et al., 2009). They tend to process information more deeply (Jonas et al., 1997; Maio et al., 2000; Wood et al., 1985) and pay more attention to message that provides convincible arguments. Providing strong, favorable and convincible message is hence effective in alleviating consumers' ambivalent attitudes. In addition, brand name heuristic could be utilized because the rebranding strategy sends important signal to consumers about the changes that happen or going to happen. The ambivalent individuals will pay attention to both brand name heuristic and rebranding message in their effort to alleviate the psychological discomfort caused by ambivalent attitudes. The findings also provide insights to Malaysian and airline operators for a better planning and implementation of corporate rebranding exercise.

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