• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.5
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• pp.784-796
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• 2010

Consumers focus on information about the symbolic meaning of a product for highly involved and emotional products (such as cosmetic products). This study examines the effectiveness of the congruence between cosmetics advertising image and self-image on consumer attitudes. In addition, this study examines two additional moderating effects, which are 'product type' and 'message type'. For the experiment, four advertizing type factorial designs were performed. A total of 320 undergraduate female students in Korea participated in the experiment. This study captured the subjective judgments of consumers on these three comparisons in terms of advertizing attitude, brand attitude, and purchase intention. The results are as follows: First, the greater the self-congruity on cosmetic advertising, then the greater the effectiveness on advertizing attitude. Second, the increased self-congruity on cosmetic advertising did not create greater effectiveness on brand attitude. Third, increased advertizing attitudes on the congruence between cosmetics advertising image and self-image increased the effectiveness on brand attitude. Fourth, increased advertizing attitudes on the congruence between cosmetics advertising image and self-image improved the effectiveness on purchase intention. Fifth, the greater the brand attitude (on the congruence between the cosmetics advertising image and the self-image produced)increased the effectiveness for purchase intention. The results show a significant moderating role of the product type. Marketers can use the results of this study to understand the market of cosmetic products for promotion.

• Asia Marketing Journal
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• v.22 no.4
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• pp.1-25
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• 2021

This paper explores how the positive effect achieved when consumption value matches brand benefit can increase brand loyalty. Prior research on consumption value mainly focused on perceived value; these studies omit consumers' views of consumption value. Therefore, this study examines the effect of congruence between consumption values (functional, emotional, social, and ethical value) and perceived brand benefits (enabling, enticing, symbolic, and socially responsible benefits) on consumers' brand identification, trust, and loyalty. We find a positive effect on brand identification and brand trust when a consumer's value is similar to a brand benefit, particularly between functional value and enabling benefit, and ethical value and socially responsible benefit. However, congruence between consumption value and perceived brand benefit only had an indirect effect on brand loyalty by mediating brand identification and trust. This study provides a basis for implementing a marketing strategy to build brand assets and increase brand loyalty by providing consumers with the value they want in a diversified market.

• The Journal of the Korea Contents Association
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• v.15 no.7
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• pp.389-402
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• 2015

Due to tough competition among social network services, technological specification alone could not be an adoption factor by the users. Instead, emotional factors such as a brand image and feeling towards an SNS brand became important factors in service differentiation. This study examined Korean young users perception of brand personalities of three social network services, Facebook, Kakao Story, and Band. It also analyzed the influence of the perception of brand personality, brand-self-image congruence, and brand affect on brand recommendation to others. The authors conducted a survey of Korean college students. The results indicate that SNS users perceived three SNS's brand personalities differently, and the positive perception of an SNS service has a positive effect on brand recommendation. Brand personality, brand-self-image congruence, and brand affect combined determine brand recommendation. When the brand personality variable is statistically controlled, brand affect has strong effect on brand recommendation.

• Journal of the Korea Society of Computer and Information
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• v.26 no.8
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• pp.149-156
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• 2021

This study was conducted to confirm the influence of interpersonal disposition and emotional intelligence on interpersonal competence of allied health college students. For the research, a questionaire survey was conducted for students enrolled in the Department of Nursing and Physical Therapy from November 29 to December 16, 2019 and a total of 275 data were collected. Data were analyzed by t-test, ANOVA, correlation analysis, and multiple regression analysis using SPSS program. As results of the study, the average of interpersonal competence was 4.10 and that of thoughtfulness-unconsideration was the highest among the eight interpersonal types and the average emotional intelligence was 2.73. The interpersonal dispositions that had a significant effect on interpersonal competence were initiative-congruence and aggression-non aggression and their explanatory power was 29.4% and the most influential interpersonal disposition was initiative-congruence. Emotional intelligence that had a significant effect on interpersonal competence were self-emotional expression, control of others and motivation and their explanatory power was 24.0% and the most influential emotional intelligence was motivation.

• The Journal of Asian Finance, Economics and Business
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• v.9 no.4
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• pp.345-355
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• 2022

Excellent employees are those who take on extra responsibilities and commitments at work. Hence, employees must pay attention to out-of-role activities that can help the company perform better. When a person takes on more responsibilities than he can handle, they will have to deal with the issue of work-family balance. This paper examines how the consistency of WFC affects employees' organizational citizenship behavior (OCB) using the Resource Conservation Theory. This study uses empirical research methodologies to assess 417 employees as a sample. (1) When the matches of work-to-family conflict (WFC) and family-to-work conflict (FWC) are consistent, the employee self-control resource depletion level is lower, and OCB is higher in the "high-high" consistency matching state. (2) The "low-high" match had a higher OCB than the "high-low" match when the WFC and FWC matches were inconsistent. (3) In the process of WFC affecting OCB, the depletion of self-control resources acts as a mediating factor. (4) Emotional intelligence plays a moderating role in the whole model. The lower the emotional intelligence was, the stronger the positive relationship between the consistency of WFC, FWC, and self-control resource depletion was.

• Journal of Internet Computing and Services
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• v.13 no.5
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• pp.9-19
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• 2012

Virtual human used as HCI in digital contents expresses his various emotions across modalities like facial expression and body posture. However, few studies considered combinations of such nonverbal multimodal in emotion perception. Computational engine models have to consider how a combination of nonverbal modal like facial expression and body posture will be perceived by users to implement emotional virtual human, This paper proposes the impacts of nonverbal multimodal in design of emotion expressed virtual human. First, the relative impacts are analysed between different modals by exploring emotion recognition of modalities for virtual human. Then, experiment evaluates the contribution of the facial and postural congruent expressions to recognize basic emotion categories, as well as the valence and activation dimensions. Measurements are carried out to the impact of incongruent expressions of multimodal on the recognition of superposed emotions which are known to be frequent in everyday life. Experimental results show that the congruence of facial and postural expression of virtual human facilitates perception of emotion categories and categorical recognition is influenced by the facial expression modality, furthermore, postural modality are preferred to establish a judgement about level of activation dimension. These results will be used to implementation of animation engine system and behavior syncronization for emotion expressed virtual human.

• Korean Journal of Artificial Intelligence
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• v.8 no.1
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• pp.11-18
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• 2020

In this paper, it is to identify the effects of differences in interpretation levels depending on the type of brand association and the brain psychological distance on the evaluation of the product of that brand through two experiments. To test our hypotheses empirically, we conducted online survey. We addressed the hypotheses involving the general and relative impact of actual and ideal self-congruence on emotional brand attachment (H1) and explored the effect of product involvement as the moderating variable (H1-1 and H1-2). The goal of this research was to validate the results from involving our basic model and to explore the impact of two additional moderating variables (self-esteem and public self-consciousness: H2). We followed the same procedure. This finding is theoretical to the extent of the interpretation level theory in brand association research by applying the interpretation level theory to the brand association, and provides the meaning that, in practice, it is necessary to utilize the message of different types of brain psychological distance depending on the brand association characteristics that the brand has in defining the brand. In particular, it was confirmed that functional brand associations and symbolic brand annals have representational harmonization, respectively, depending on the low and high levels of interpretation levels.

• Science of Emotion and Sensibility
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• v.17 no.3
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• pp.107-116
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• 2014

In the current study, it is suggested that when two emotions are presented through cross-modality, such as auditory and visual, incongruence will influence arousal, recognition, and recall of subjects. The first hypothesis is that incongruent cross-modality does not only increase arousal more than the congruent, but it also increases recall and recognition more than congruent. The second hypothesis is that arousal modulates recall and recognition of subjects. To demonstrate the two hypotheses, our experiment's conditions were manipulated to be congruent and incongruent by presenting positive or negative emotions, visually and acoustically. For dependent variables, we measured recall rate and recognition rates. and arousal was measured by PAD (pleasure-arousal-dominance) scales. After eight days, only recognition was measured repeatedly online. As a result, our behavioral experiment showed that there was a significant difference between arousal before watching a movie clip and after (p<.001), but no difference between the congruent condition and incongruent condition. Also, there was no significant difference between recognition performance in the congruent condition and incongruent condition, but there was a main effect of the clips' emotions. Interestingly after analyzing recognition rates separately depending on clips' emotions, there was a significant difference between congruent and incongruent conditions in the only negative clip (p= .044), not in the positive clip. In a detailed result, recognition in the incongruent condition is more than in the congruent condition. Furthermore, in the case of recall performance, there was a significant interaction between the clips' emotions shown in the clips and congruent conditions (p=.039). Through these results, the effect of incongruence with negative emotion was demonstrated, but an incongruent effect by arousal could not be demonstrated. In conclusion, in our study, we tried to determine the impact of one method to convey a story dramatically and have an effect on memory. These effects are influenced by the subjects' perceived emotions (valence and arousal).

• Culinary science and hospitality research
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• v.18 no.4
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• pp.70-83
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• 2012

This study examines the structural relationships between functional-congruity, self-congruity and their consequences, under coffee shop consumption setting. More specifically, it investigates how functional-congruity and self-congruity influence emotional responses (comprising positive and negative emotions) and store attitude formation. The authors propose a structural equation model comprising five constructs. Data were collected from 280 college students in Seoul and analyzed by LISREL 8.30. The findings can be summarized as follows: First, functional congruence of coffee shop customers appeared to have a positive effect on positive emotions and a negative effect on negative emotions. Second, self-congruity has a positive effect on coffee shop customers' positive emotions. Third, the effect of coffee shop customers' positive emotions on store attitude formation was positive and statistically significant while the effect of negative emotions on store attitude formation was negative. These results suggested that the effect of functional-congruity and self-congruity on store attitude formation was mediated by positive emotions and negative emotions.