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The Influence of Consumers' Perception and Attitude to Causes on Consumer Attitude toward a Cause-related Marketing Campaign (공익에 대한 소비자의 지각과 태도가 공익관련 마케팅캠페인에 대한 소비자 태도에 미치는 영향에 관한 연구)

  • Lee, Eun-Young
    • Journal of Distribution Science
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    • v.11 no.12
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    • pp.63-69
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    • 2013
  • Purpose - Ethical consumption is the action of buying one product over another with an ethical idea in mind. It has gained in popularity since the 1990s with more emphasis being put on the power of consumer actions to create social, economic, and environmental change. Ethical consumption involves boycotts of certain products or brands as well as purchases linked to ethical issues. Cause-related marketing (the buying behavior of ethical consumption) involves a for-profit and non-profit entity teaming up to promote a product at the same time as promoting a social cause. Each time a consumer buys that product, a donation is made by the for-profit entity to the non-profit entity supporting the specific cause. Cause-related marketing has become a tremendously popular type of ethical consumption in recent years owing to its reputation of allowing companies to "do well by doing good." This study examines how consumers' perception of cause and attitude influence their attitude toward a cause-related marketing campaign and attempts to suggest implications for marketers. Research design, data, and methodology - First, this study was designed to examine the consumers' perception factors (cause involvement, attitude for cause, attitude for company and brand familiarity) in order to determine whether these factors have significantly affected consumers' attitude toward a cause-related marketing campaign. Second, this study developed a structural equation model and tested it empirically using survey data from 223 individual respondents. Respondents were undergraduate students in Chungnam. They were shown an existing real campaign message of cause-related marketing, and then filled out a questionnaire. Data were analyzed with SPSS 20.0 and AMOS 17.0 programs. Results - The hypotheses were tested using factor analysis and structural equation modeling. The study's results showed that brand familiarity, attitude to the company and attitude to the cause significantly affected consumers' attitude toward the cause-related marketing campaign and performance. In particular, attitude to the cause was significantly related to attitude and performance of the cause-related marketing campaign. However, the hypothesis about cause involvement was not supported with the results indicating that cause involvement did not affect consumers' attitude toward the cause-related marketing campaign. The findings underline the importance of consumer perceptions of the cause and the company and their attitude to the cause. They point to the importance of individual differences that influence consumer perceptions of the cause, the company and brand familiarity. Also of importance is the consumer's attitude to the cause. Conclusions - The findings suggest some practical implications in designing and implementing cause-related marketing campaigns. It is important to enhance brand familiarity and create a favorable attitude to the company and attitude to the cause before designing cause-related marketing campaigns. The rising popularity of cause-related marketing has been attributed to its potential to cut through advertising clutter. The findings in this study suggest that marketing campaigns supporting a cause make a difference.

A Study on the Retailer's Global Expansion Strategy and Supply Chain Management : Focus on the Metro Group (소매업체의 글로벌 확장전략과 공급사슬관리에 관한 연구: 메트로 그룹을 중심으로)

  • Kim, Dong-Yun;Moon, Mi-Jin;Lee, Sang-Youn
    • Journal of Distribution Science
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    • v.11 no.12
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    • pp.25-37
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    • 2013
  • Purpose - The structure of retailing has changed as retailers develop markets in response to business environment changes. This study aims to analyze the general situation of retailers in order to predict future global strategy using case studies of overseas expansion strategy and the Metro Group's global strategy. Research design, data, and methodology - The backgrounds to the new retail business model and retailer classification are analyzed as theoretical data. In addition, the key success point of the Metro Group's "cash and carry" strategy is analyzed as is the Metro Group's global CFAR (collaborative planning, forecasting, and replenishment) strategy. Finally, the plan for cooperation and precise forecasting under the Metro Group's supply chain management are analyzed from the promotion environment viewpoint. Related materials analyzed included the 2012 annual report, the Metro Group's web page, and a video interview with the executive in charge of global strategy and the new market development department. Some data were revised to avoid disrupting essential aspects of the case studies. Results - The important finding was that the Metro Group could be a world-class retail company with its successful global expansion strategy. The Metro Group's global strategy's primary goal is to have a leading business position in Eastern and Western Europe. The "cash and carry" strategy is highest priority in its overseas expansion strategy. Moreover, the Metro Group has standardized product planning capacity, which could be applied in various countries with different structural and cultural backgrounds. This is the main reason that the Metro Group could rapidly become successful in the Eastern Europe and Asian markets through its structural overseas expansion strategies. In addition, the Metro Group emphasizes the importance of supply chain management. Conclusions - First, retailers should create additional value through utilizing the domestic market, market power, and economies of scale to launch a global strategy to maximize benefits from diversification. Second, the political, economic, and cultural background of the target country needs to be understood to successfully implement the overseas expansion strategy. Third, the main factor of successful cooperation with a local partner is how quickly the company gains total understanding of the business resources and core competence of its partner. All organizations should focus on the achievement of goals in order to successfully operate the partnership. Fourth, retailers should improve their business, financial and organizational structure. Moreover, the work processes and company culture should also be improved to respond strongly in the competitive global market. Fifth, the essential point of a successful retail business is the control capacity of its branding and format. The retailer could avoid forecasting errors through supply chain management by perfectly distributing the actual amount of its inventory. In addition, the risks along the supply chain are effectively shared between the supply chain partners. Finally, the central tendency of the market is to gain in strength with this taking place across all parts of the business.

Reproductive biology of common carp (Cyprinus carpio Linnaeus, 1758) in Lake Hayq, Ethiopia

  • Tessema, Assefa;Getahun, Abebe;Mengistou, Seyoum;Fetahi, Tadesse;Dejen, Eshete
    • Fisheries and Aquatic Sciences
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    • v.23 no.6
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    • pp.16.1-16.10
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    • 2020
  • This study was conducted in Lake Hayq between January and December 2018. The objectives of this study were to determine the growth, condition, sex ratio, fecundity, length at first sexual maturity (L50), and spawning seasons of common carp (Cyprinus carpio). Monthly fish samples of C. carpio were collected using gillnets of stretched mesh sizes of 4, 6, 7, 8, 10, and 13 cm and beach seines of mesh size of 6 cm. Immediately after the fish were captured, total length (TL) and total weight (TW) for each individual were measured in centimeters and grams, respectively, and their relationship was determined using power function. Length at first maturity (L50) was determined for both males and females using the logistic regression model. The spawning season was determined from the frequency of mature gonads and variation of gonadosomatic index (GSI) values of both males and females. Fecundity was analyzed from 67 mature female specimens. The length and weight relationship of C. carpio was TW = 0.015TL2.93 for females and TW = 0.018TL2.87 for males that indicate negative allometric growth in both cases. The mean Fulton condition factor (CF) was 1.23 ± 0.013 for females and 1.21 ± 0.011 for males. The value of CF in both cases was > 1 that shows both sexes are in good condition. Among the total 1055 C. carpio collected from Lake Hayq, 459 (43.5%) were females and 596 (56.5%) were males. The chi-square test showed that there was a significant deviation between male and female numbers from 1:1 ratio (χ2= 22, df = 11, P > 0.05) within sampling months. The length at first sexual maturity (L50) for females and males were 21.5 and 17.5 cm, respectively. Males mature at smaller sizes than females. The spawning season of C. carpio was extended from February to April, and the peak spawning season for both sexes was in April. The average absolute fecundity was 28,100 ± 17,462. C. carpio is currently the commercially important fish while Nile tilapia fishery has declined in Lake Hayq. Therefore, this baseline data on growth, condition, and reproductive biology of common carp will be essential to understand the status of the population of carp and design appropriate management systems for the fish stock of Lake Hayq, Ethiopia, and adjacent countries.

Mixing Zone Analysis on Outfall Plume considering Influence of Temperature Variation (수온 변화의 영향을 고려한 방류관 플룸의 혼합역 분석)

  • Kim Ji-Yeon;Lee Joong-Woo
    • Journal of Navigation and Port Research
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    • v.28 no.10 s.96
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    • pp.947-953
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    • 2004
  • As a large scale port development in coastal waters proceeds step by step and populations in the vicinity of port are getting increased, the issue on 'how to dispose the treated municipal water and wastewater in harbor' brings peoples' concern. The submarine outfall system discharges the primary or secondary treated effluent at the coastline or in deep water, or between these two. The effluent, which has a density similar to that of fresh water, rises to the sea surface forming plume or jet, together with entraining the surrounding sea water and becomes very dilute. We intended in this paper to investigate the impact on dilution of effluent and the behavior of flume under the conditions of the seasonal and spatial temperature variations, which have not been noticeable in designing effective marine outfall system. To predict and analyze the behaviour and dilution characteristics of plume not just with the effluent temperature, but also with the seasonal variation of temperature of surround water, CORMIX( Cornell Mixing Zone Expert System)-GI have been applied. The results should be used with caution in evaluation the mixing zone characteristics of discharged water. We hope to help for the effective operation of outfall system, probable outfall design, protection of water quality, and warm water discharges from a power plant, etc.

A Study on the Fire Prevention Activities and Suppression Measures of Utility-Pipe Conduit (지하공동구 화재예방활동 및 진압대책에 관한 연구)

  • Lee, Jung-Il
    • Journal of the Korean Society of Hazard Mitigation
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    • v.10 no.4
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    • pp.63-68
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    • 2010
  • Utility-Pipe Conduit is, Housing and city effectively accommodate what they absolutely need power, communications, gas, pipeline, water supply, drainage, energy facilities etc, according to expansion of urban infrastructure are derived, several ways to solve problems in, collection facilities in place are maintained and managed facility. If Utility-Pipe Conduit is damaged, as well as national security, because their impact on society as a whole, by introducing large vulnerability in the fire prevention activities and suppression measures and disaster for our situation by introducing measures, comprehensive analysis of the fire risk, it shall establish fire prevention activities and suppression through analysis of Utility-Pipe Conduit design, institutional issues, the problem of fire protection facilities, fire spread phenomenon etc. Because of Utility-Pipe Conduit is an enclosed place, so incomplete combustion due to lack of oxygen supply that there are problem such dark smoke, carbon monoxide etc, toxic combustion products and heat generation and visual impairment is an issue difficult to enter. As well as fire prevention activities, the fire In light of the particularity of the under ground than above ground fire, so this phenomenon is weak fire fighting that fire to become effective fire fighting tactics, basically it is necessary difficulty softening, non-burn softening and prevent combustion expansion of the cable is installed on the Utility-Pipe Conduit, having to considering the specificity of the response command system and relevant organizations to establish an on-site, Structural identification and other information gathering required to record of Response agencies, keep air conditioning system 24 hours and strengthening Virtual Total Training of Response agen

Design of RF Front-end for High Precision GNSS Receiver (고정밀 위성항법 수신기용 RF 수신단 설계)

  • Chang, Dong-Pil;Yom, In-Bok;Lee, Sang-Uk
    • Journal of Satellite, Information and Communications
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    • v.2 no.2
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    • pp.64-68
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    • 2007
  • This paper describes the development of RF front.end equipment of a wide band high precision satellite navigation receiver to be able to receive the currently available GPS navigation signal and the GALILEO navigation signal to be developed in Europe in the near future. The wide band satellite navigation receiver with high precision performance is composed of L - band antenna, RF/IF converters for multi - band navigation signals, and high performance baseband processor. The L - band satellite navigation antenna is able to be received the signals in the range from 1.1 GHz to 1.6 GHz and from the navigation satellite positioned near the horizon. The navigation signal of GALILEO navigation satellite consists of L1, E5, and E6 band with signal bandwidth more than 20 MHz which is wider than GPS signal. Due to the wide band navigation signal, the IF frequency and signal processing speed should be increased. The RF/IF converter has been designed with the single stage downconversion structure, and the IF frequency of 140 MHz has been derived from considering the maximum signal bandwidth and the sampling frequency of 112 MHz to be used in ADC circuit. The final output of RF/IF converter is a digital IF signal which is generated from signal processing of the AD converter from the IF signal. The developed RF front - end has the C/N0 performance over 40dB - Hz for the - 130dBm input signal power and includes the automatic gain control circuits to provide the dynamic range over 40dB.

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Study on Shift characteristic of Small reducer using Eccentric arm (편심캠을 이용한 소형감속기의 변속특성에 관한 연구)

  • Youm, Kwang-Wook;Ham, Seong-Hun
    • Journal of the Korea Academia-Industrial cooperation Society
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    • v.18 no.3
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    • pp.609-614
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    • 2017
  • In this study, a new type of eccentric cam was used for the development of a small size reducer with a two-shift reduction ratio while maintaining the same volume as the existing one-shift speed reducer. Therefore, a two-shift speed reducer was designed using the concept of a continuously variable transmission applied to automobiles. The cam was designed to have an eccentric shape with a $180^{\circ}$ phase difference to act as a tensioner to minimize slip by squeezing the V-belt connected to the deceleration pulley and the acceleration pulley, respectively. The cam was designed to have a diameter of 35mm and an outer diameter of 18mm so that the outer portion of the v-belt could contact the cam perfectly. A pulley with a diameter of 50.8mm was installed on the low speed pulley input shaft for deceleration and a pulley with a diameter of 76.2mm was provided on the output shaft. In the high-speed pulley for acceleration, a pulley with a diameter of 76.2mm is provided on the input shaft, and a pulley with a diameter of 50.8mm is provided on the output shaft. Based on the design details, the power transmission efficiency test and the heating characteristics of the transmission were tested to verify the feasibility. In addition, through validation, the suitability of the reducer was demonstrated.

A Study on the Manufacturing, Mechanical Properties,Abrasion Resistance, and Slow Crack Growth Resistance of the Recycled Polyethylene/Fly Ash Composites (재생 폴리에틸렌/비산회 분말 충전 복합체 제조와 기계적 물성, 내마모성 및 저속균열성장 저항성에 관한 연구)

  • Kye, Hyoung-San;Shin, Kyung-Chul
    • Elastomers and Composites
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    • v.46 no.4
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    • pp.335-342
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    • 2011
  • The virgin and recycled polyethylene composites with various ratio of fly ash were manufactured by using a fully intermeshing co-rotating twin screw extruder for the reuse of fly ash from power plant and post-consumed polyethylene. Fly ash were blended with virgin HDPE and recycled polyethylene at the weight fraction of 0 to 40 wt.%. Mechanical properties such as yield strength, abrasion resistance, and slow crack resistance were measured with ISO and ASTM standards. The experimental results for the various composites showed that the elongation at break and the yield stress of the composites decreased with increasing fly ash contents. Generally, the abrasion resistance of PEs decreased with increasing sandpaper grits but the abrasion resistance of the composites increased with fly ash content at finer abrasive surface. The slow crack growth resistance of virgin HDPE, recycled JRPE and the JRPE composite showed higher slow crack growth resistance up to 50% of load at notch depth of 20% and 30%, but KRPE and the KRPE composite showed much lower resistance than virgin HDPE, JRPE and the JRPE composite. Time to break, measured with NCLS test method, of all PEs and the composites satisfies the regulation of Korean Industrial Specification for sewer pipe and support application.

Fabrication and analysis of $1.3\mum$ spot-size-converter integrated laser diodes (광모드변환기가 집적된 $1.3\mum$ SC-FP-LD 제작 및 특성 해석)

  • 심종인
    • Korean Journal of Optics and Photonics
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    • v.11 no.4
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    • pp.271-278
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    • 2000
  • We have fabricated and analyzed the lasing characteristics of 1.3$\mu\textrm{m}$ Spot-Size-Converter (SSC) integrated Fabry-Perot (FP) laser diodes, which are very promising light sources for optical subscriber networks. SSC-LDs has been developed by BIB (buttjoint-built-in) coupling and selective MOVPE growth. High-performances were achieved such as the slope efficiency from the SSC facet of 0.23-0.32 mW/mA, the full-width at the half maximum of the far-field pattern (FFP) of 9.5$^{\circ}$~12.3$^{\circ}$, the alignment tolerances of $\pm$2.3$\mu\textrm{m}$ and $\pm$2.5$\mu\textrm{m}$ within the extra-coupling loss of 1 dB for the vertical and parallel directions, respectively. These experimental results were compared to theoretical ones in order to clarify the operational problems and give a good design direction of the fabricated SSC-LDs. It was revealed that an asymmetric output power from the facets, an irrelevancy of FFP and the waveguide structure around SSC facet region, and a poor temperature characteristics were originated from the scattering in the BIB and SSC sections and SHB effect in the active section for the first time.t time.

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Underdetermined blind source separation using normalized spatial covariance matrix and multichannel nonnegative matrix factorization (멀티채널 비음수 행렬분해와 정규화된 공간 공분산 행렬을 이용한 미결정 블라인드 소스 분리)

  • Oh, Son-Mook;Kim, Jung-Han
    • The Journal of the Acoustical Society of Korea
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    • v.39 no.2
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    • pp.120-130
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    • 2020
  • This paper solves the problem in underdetermined convolutive mixture by improving the disadvantages of the multichannel nonnegative matrix factorization technique widely used in blind source separation. In conventional researches based on Spatial Covariance Matrix (SCM), each element composed of values such as power gain of single channel and correlation tends to degrade the quality of the separated sources due to high variance. In this paper, level and frequency normalization is performed to effectively cluster the estimated sources. Therefore, we propose a novel SCM and an effective distance function for cluster pairs. In this paper, the proposed SCM is used for the initialization of the spatial model and used for hierarchical agglomerative clustering in the bottom-up approach. The proposed algorithm was experimented using the 'Signal Separation Evaluation Campaign 2008 development dataset'. As a result, the improvement in most of the performance indicators was confirmed by utilizing the 'Blind Source Separation Eval toolbox', an objective source separation quality verification tool, and especially the performance superiority of the typical SDR of 1 dB to 3.5 dB was verified.