• Asia Marketing Journal
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• v.14 no.2
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• pp.65-96
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• 2012

Brand has received much attention from considerable marketing research. When consumers consume product or services, they are exposed to a lot of brand related stimuli. These contain brand personality, brand experience, brand identity, brand communications and so on. A special kind of new crisis occasionally confronting companies' brand management today is the brand related rumor. An important influence on consumers' purchase decision making is the word-of-mouth spread by other consumers and most decisions are influenced by other's recommendations. In light of this influence, firms have reasonable reason to study and understand consumer-to-consumer communication such as brand rumor. The importance of brand rumor to marketers is increasing as the number of internet user and SNS(social network service) site grows. Due to the development of internet technology, people can spread rumors without the limitation of time, space and place. However relatively few studies have been published in marketing journals and little is known about brand rumors in the marketplace. The study of rumor has a long history in all major social science. But very few studies have dealt with the antecedents and consequences of any kind of brand rumor. Rumor has been generally described as a story or statement in general circulation without proper confirmation or certainty as to fact. And it also can be defined as an unconfirmed proposition, passed along from people to people. Rosnow(1991) claimed that rumors were transmitted because people needed to explain ambiguous and uncertain events and talking about them reduced associated anxiety. Especially negative rumors are believed to have the potential to devastate a company's reputation and relations with customers. From the perspective of marketer, negative rumors are considered harmful and extremely difficult to control in general. It is becoming a threat to a company's sustainability and sometimes leads to negative brand image and loss of customers. Thus there is a growing concern that these negative rumors can damage brands' reputations and lead them to financial disaster too. In this study we aimed to distinguish antecedents of brand rumor transmission and investigate the effects of brand rumor characteristics on rumor spread intention. We also found key components in personal acceptance of brand rumor. In contextualist perspective, we tried to unify the traditional psychological and sociological views. In this unified research approach we defined brand rumor's characteristics based on five major variables that had been found to influence the process of rumor spread intention. The five factors of usefulness, source credibility, message credibility, worry, and vividness, encompass multi level elements of brand rumor. We also selected product involvement as a control variable. To perform the empirical research, imaginary Korean 'Kimch' brand and related contamination rumor was created and proposed. Questionnaires were collected from 178 Korean samples. Data were collected from college students who have been experienced the focal product. College students were regarded as good subjects because they have a tendency to express their opinions in detail. PLS(partial least square) method was adopted to analyze the relations between variables in the equation model. The most widely adopted causal modeling method is LISREL. However it is poorly suited to deal with relatively small data samples and can yield not proper solutions in some cases. PLS has been developed to avoid some of these limitations and provide more reliable results. To test the reliability using SPSS 16 s/w, Cronbach alpha was examined and all the values were appropriate showing alpha values between .802 and .953. Subsequently, confirmatory factor analysis was conducted successfully. And structural equation modeling has been used to analyze the research model using smartPLS(ver. 2.0) s/w. Overall, R² of adoption of rumor is .476 and R² of intention of rumor transmission is .218. The overall model showed a satisfactory fit. The empirical results can be summarized as follows. According to the results, the variables of brand rumor characteristic such as source credibility, message credibility, worry, and vividness affect argument strength of rumor. And argument strength of rumor also affects rumor intention. On the other hand, the relationship between perceived usefulness and argument strength of rumor is not significant. The moderating effect of product involvement on the relations between argument strength of rumor and rumor W.O.M intention is not supported neither. Consequently this study suggests some managerial and academic implications. We consider some implications for corporate crisis management planning, PR and brand management. This results show marketers that rumor is a critical factor for managing strong brand assets. Also for researchers, brand rumor should become an important thesis of their interests to understand the relationship between consumer and brand. Recently many brand managers and marketers have focused on the short-term view. They just focused on strengthen the positive brand image. According to this study we suggested that effective brand management requires managing negative brand rumors with a long-term view of marketing decisions.

• Journal of Korean Home Economics Education Association
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• v.19 no.1 s.43
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• pp.99-114
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• 2007

This study aims at investigating how middle school students perceive the content of the 'Me and My Family Relations' unit in the technology and home economics textbook, act on such perceptions and how this connects with their healthy family relations. In addition, the study also points at inquiring into what kind of differences and mutual influences can be found in the above-mentioned three factors according to family environment. With this objective. this research has analyzed survey data conducted on 401 7th grade middle school students residing in Incheon Greater city, collected by the random sampling method. The findings are as follow: First, the students were found to have positive perceptions on the 'family relations and communication' unit in the technology and home economics text book. However. they were also found to perceive that the content was not as realizable in their everyday family lives. Second, the number of students who perceived their family lives to be healthy was found to be quite high. The students perceived their family lives to be healthy projecting from such aspects as the degree of gratification and affection, extent of family bonding, communication patterns, and problem solving abilities, in the same order. In addition, the higher the families' socio-economic level, and in the cases that the students had working mothers and the fathers held higher degrees, the degree to which the families were perceived to be healthy was higher. Third, in investigating the influence that such factors as the students' family environment, the degree that students perceived the text book content positively, and the degree that the students perceive the content to be realizable have on healthy family relations, among these factors, the students' perceived degree of how healthy their family relations are had the most bearing over the above-mentioned factors. The second influential factor on how healthy family relations are was the family's affectional environment, found to be more influential than such factors as family type, the mother's employment status, living standards, and the parents' educational level. On the other hand, the perceived level of realizability was found to have a lower influence on the students' family relations than the perceived positivity.

• Journal of Chest Surgery
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• v.42 no.2
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• pp.165-174
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• 2009

Background: With the advances of cardiac surgery, the demand for an artificial prosthesis has increased, and this has led to the development and utilization of diverse alternative materials. We conducted this research to improve an artificial prosthesis by examining the changes of the physical qualities, the pressure related tensile strength, the change in elasticity and the thermostability of a xenograft valve (porcine) and pericardium (bovine, porcine) based on the type of fixation liquid we used. Material and Method: The xenograft valves and pericardium were assigned into three groups: the untreated group, the fixed with glutaraldehyde (GA) group and the glutaraldehyde with GA+solvent such as ethanol etc. group. The surgeons carried out each group's physical activities. Each group's uniaxial tension and elasticity was measured and compared. Thermostability testing was conducted and compared between the bovine and porcine pericardium fixed with GA group and the GA+solvent group. Result: On the physical activity test in the surgeon's hand, no significant difference between the groups was sensed on palpation. For suture and tension, the GA+solvent group was slightly firmer than the low GA concentration group. In general, the circumferential uniaxial tension and elasticity of the porcine aortic and pulmonary valves were better in the fixed groups than that in the untreated group. There was no significant difference between the GA and GA+solvent groups (p>0.05). Bovine and porcine pericardium also showed no significant difference between the GA group and the GA+solvent group (p>0.05). When comparing between the groups for each experiment, the elasticity tended to be stronger in most of the higher GA concentration group (porcine pulmonary valve, porcine pericardium). On the thermostability testing of the bovine and porcine pericardium, the GA group and the G+solvent group both had a sudden shrinking point at $80^{\circ}C$ that showed no difference (bovine pericardium: p=0.057, porcine pericardium: p=0.227). Conclusion: When fixing xenograft prosthetic devices with GA, adding a solvent did not cause a loss in pressure-tension, tension-elasticity and thermostability. In addition, more functional solvents or cleansers should be developed for developing better xenografts.

• Membrane Journal
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• v.27 no.4
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• pp.344-349
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• 2017

Alkaline fuel cells using polymer electrolyte membranes are expected to replace proton exchange membrane fuel cells, which have similar system configurations. In particular, in alkaline fuel cells, a low-cost non-platinium catalyst can be used. In this study, to fabricate high performance and high durability anion exchange membranes for alkaline fuel cell systems, two kinds of supports, polybenzoxazole and polyethylene supports, were impregnated with Fumion FAA ionomer, by which we tried to fabricate the support-impregnated membrane which has higher mechanical strength and higher ion conductivity than the Fumion series. Finally, the Pore-filling membranes were successfully fabricated and ionic conductivity and mechanical properties were different depending on the properties of the supports. In the pore-filling membranes with Fumion ionomer on the PE support, excellent mechanical properties were obtained, but ionic conductivity decreased. On the other hand, when the PBO support was impregnated with Fumion ionomer, high ionic conductivity was shown after impregnation due to high basicity of PBO, but the mechanical strength was relatively low as compared with Fumion-PE membrane. As a result, it was concluded that it is necessary to consider the characteristics of the support according to the operating conditions of the alkaline fuel cell during the preparation of the pore-filling membranes.

• Investigative Magnetic Resonance Imaging
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• v.7 no.1
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• pp.39-46
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• 2003

Purpose : To develop a theoretical model for magnetic relaxation behavior of the superparamagnetic nano-particle agent, which demonstrates multi-functionality such as liver- and lymp node-specificity. Based on the developed model, the computer simulation was performed to clarify the relationship between relaxation time and the applied magnetic field strength. Materials and Methods : The ultrasmall superparamagnetic iron oxide (USPIO) was encapsulated with biocompatiable polymer, to develop a relaxation model based on outsphere mechanism, which was resulting from diffusion and/or electron spin fluctuation. In addition, Brillouin function was introduced to describe the full magnetization by considering the fact that the low-field approximation, which was adapted in paramagnetic case, is no longer valid. The developed model describes therefore the T1 and T2 relaxation behavior of superparamagnetic iron oxide both in low-field and in high-field. Based on our model, the computer simulation was performed to test the relaxation behavior of superparamagnetic contrast agent over various magnetic fields using MathCad (MathCad, U.S.A.), a symbolic computation software. Results : For T1 and T2 magnetic relaxation characteristics of ultrasmall superparamagnetic iron oxide, the theoretical model showed that at low field (<1.0 Mhz), $\tau_{S1}(\tau_{S2}$, in case of T2), which is a correlation time in spectral density function, plays a major role. This suggests that realignment of nano-magnetic particles is most important at low magnetic field. On the other hand, at high field, $\tau$, which is another correlation time in spectral density function, plays a major role. Since $\tau$ is closely related to particle size, this suggests that the difference in R1 and R2 over particle sizes, at high field, is resulting not from the realignment of particles but from the particle size itself. Within normal body temperature region, the temperature dependence of T1 and T2 relaxation time showed that there is no change in T1 and T2 relaxation times at high field. Especially, T1 showed less temperature dependence compared to T2. Conclusion : We developed a theoretical model of r magnetic relaxation behavior of ultrasmall superparamagnetic iron oxide (USPIO), which was reported to show clinical multi-functionality by utilizing physical properties of nano-magnetic particle. In addition, based on the developed model, the computer simulation was performed to investigate the relationship between relaxation time of USPIO and the applied magnetic field strength.

• The Journal of the Convergence on Culture Technology
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• v.6 no.2
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• pp.99-106
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• 2020

Changam, Lee Samman(1770~1845), who created his own handwriiting to be referred to as the three great writers of the late Joseon Dynasty, invented as the original 'Haengunyusu Typeface' and developed Calligraphy spirit of DonggugJinche in Honam province. He ultimately pursued the state of tonglyeong by raising the personality of 'writing is the person's personality' and the attitude of learning the old. Through the book chang-amseogyeol, he basically polished Haeseo of Han Dynasty and Wi Dynasty and emphasized that Haengseo and Choseo are done automatically when muscle strength and bone strength are established. And since calligraphy originated from 'nature', it goes through the 'Beobcheongwijin' spirit. After doing so, expressed the state of tonglyeong of " mubeob-ibeob ", the stage of reaching. In addition, Changam showed the aesthetic that you can get the novelty by pursuing the philosophy of 'Wu' and the 'beauty of Stupid and Lacking' based on LaoTzu and ChuangTzu. This is a philosophy that follows nature's logic to reveal nature's nature. And it is an aesthetic that protects his 'True Wu' without knowing and greedy. On the other hand, Changam promoted natural and vital beauty through force in the method of using the brush. He suggested the 'Push and Hard' of the Han dynasty, pushing it with force using this power properly. In particular, the feeling of an IlunMujeog brush in 『Changam Calligraphy-The cloud stays Poem』 overflows with the vitality and bizarre and strange dynamism of the spirit and typeface as eum-yang harmonizes with each other. In addition, the beauty of Push and Hard containing polyeoghamse is misaligned, but it has achieved a natural aesthetic without invading. This work demonstrates the real look of Changam choseo. In addition, the beauty of Push and Hard containing polyeoghamse is misaligned, but it has achieved a natural aesthetic without invading. Changam proves the real look of "Haedong's best Chose Maestro".

• Proceedings of the EASDL Conference
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• 2004.10a
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• pp.107-129
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• 2004

Sesame oil has been popular for hundreds of years in Korea because of its pleasant flavor and health benefits and has been studied for its antioxidant properties and flavor preferences attributed to its manufacturing methods. The objective of this study was to investigate the qualitative properties of six commercial sesame oils (3 Korean, 2 Japanese, 1 Chinese), The fatty acids in the oil are composed of two main acids oleic acid and linoleic acid with a P/S ratio of 4.99${\sim}$5.73. Of the tocopherol isomers, ${\gamma}$-toc ranged from 23.14 to 34.85mg/100g. Lignan such as sesamin(322.91${\sim}$689.39ppm) and sesamolin (62.19${\sim}$289.82 ppm) is found predominantly in sesame oil. Sesamol (8.52${\sim}$51.21 ppm) was significantly different depending on manufacturer, observed as greatest in the Korean and least in the Japanese products. The induction period was longest in order of the Korean, Chinese, and then Japanese product. The red and yellow values in Lovibond color were highest in the Korean and lowest in the Japanese product. The major volatile compounds (in order of content) were pyrazines, phenols, aldehydes, and then furans and contained a small amount of pyrroles, thiazoles and indoles. The levels of total volatiles were greatest in the Korean and least in the Japanese product. The most abundant volatiles in the Korean product were pyrazines, whereas phenols were higher in the Chinese product compared to the others. From these results, the relationships among pyrazines, sesamol, yellowness and induction period showed positive, respectively. In sensory evaluation, Korean panelists preferred, in order, the Korean, Japanese, and then the Chinese product in strength of and preference for the sesame flavor, also ranking it best in overall acceptance. Japanese panelists found similarities in the Korean and Japanese products and gave an equal level of preference for the sesame flavor and overall acceptance. On the other hand, Chinese panelists preferred the Japanese product in strength and sesame flavor rating it best on overall acceptance.

• The Korean Journal of Physiology
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• v.2 no.2
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• pp.101-135
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• 1968

As physical fitness measured was muscle strength (hand grips, leg extention, back lift, and arm pull and thrust), skinfold thickness (5 different sites), circulatory function (resting heart rate and blood pressure), speed (kinesiological analysis during 100m sprint, record, maximal and final speed), motor function (50 meter dash, ball throwing, standing broad jump, and pull-ups), maximal aerobic power (maximum oxygen intake by field running method), muscle power (leg and arm by inertia ergometer), and general endurance (maximum endurance running time on the treadmill at the speed of 5 MPH and grade of 15.5%) of 1131 Korean children (boys 572, girls 559) aged of 6 to 17 years, who were randomly sampled from 24 primary, middle and high schools at the two districts of Seoul and KyungKi. The results are summarized as follows: 1) The status (height and weight) of the children was almost same as that of the previously reported Korean and Japanese children of same ages. 2) Muscle strength was a gained linearly with geting age in the boys and girls but there was a little improvement in girls aged of 13 years or more. 3) The mean skin fold thickness was increased linearly with geting ages in both sexes, but the girls from 12 to 17 years of age were increased rapidly, and maximum value was 17mm, while boys was 7.0 mm. 4) In the circulatory function, the resting heart rate was decreased, but the blood pressure was increased with ages in both sexes within the normal limits. 5) The maximum and final speed during 100 meter sprint increases with age in boys but girls who are 12 years old or older, were not improved any mere. The patterns of running were same in both sexes, and maximum speed reached at about 30 meters from starting line. 6) The motor function was increased with age in both sexes, but there was no improvement in 12 years of age or older girls. More over records of all functions except standing broad jump was less than those of Japanese in the same age, respectively. 7) The maximum oxygen intake (MOI) was increased considerably with ages and maximum values were 2.93 L/min (boys) and 2.09 L/min (girls) at the age of 17years. This result was almost same as that of the Japanese and Easter Island population, but the value was lower than that of Europe. The average of the maximum oxygen intake per kg body weight per minute from 9 to 17 years of age were around 53 ml in the boys and 42 ml in the girls. 8) Muscle power was increased linearly with ages in boys while there was relatively a little increment in girls. The maximum values of leg muscle in boys and girls at the 17 years of age were 0.168 and 0.088 horse power, respectively. 9) The maximum endurance running time was increased considerably from the age of 9 in boys, while there was no improvement in girls. The maximum values were 6.0 min and 1.8 min, respectively.

• Korean Journal of Ecology and Environment
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• v.42 no.1
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• pp.85-94
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• 2009

This study examines the operational effectiveness of a Convection Current Aeration System (CCAS) in reservoir. CCAS was run from June, 2008 when the thermocline begun forming in the reservoir. This paper reviews the influence of stratification, dissolved oxygen dynamics and temperature in the lake's natural state from June to October 2008. The survey was done on a week basis. Upwelling flow effects a radius of $7{\sim}10m$ at a surface directly and was irrelevant to the strength of thermocline. On the other hand, it was affected the number of working days, and strength of thermocline at vertical profiles of the reservoir. Longer CCAS run, the deeper was the vertical direct flow area. However it didn't break the thermocline during summer season of 2008. The operating efficiency of the CCAS in the reservoir depends on hydraulics and meteological conditions. Computational Fluid Dynamics (CFD) is a very useful tool for evaluating the operating efficiency of fluid dynamics. The geometry for CFD simulation consists of a cylindrical vessel 25 m radius and 40 m height. The CCAS is located in center of domain. The non-uniform tetrahedral meshes had a bulk of the geometry. The meshes ranged from the coarse to the very fine. This is attributed to the cold water flowing into the downcomer and rising, creating a horizontal flow to the top of the CCAS. The result of CFD demonstrate a closer agreement with surveyed data for temperature and flow velocity. Theoretical dispersion volume were calculated at 8m depth, 120 m diameter working for 30 days and 10 m depth, 130 m diameter working for 50 days.

• Journal of the Korean Arthroscopy Society
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• v.4 no.2
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• pp.159-165
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• 2000

Purpose : Endoscopic carpal tunnel release technique was developed and has being used to decrease postoperative morbidity and complications. The purpose of this study was to evaluate the clinical results and clinical usefulness of endoscopic carpal tunnel release using single portal technique. Methods and Materials : 18 carpal tunnel syndrome patients who were diagnosed by means of clinical symptoms, physical examination, and electrodiagnostic study had endoscopic carpal tunnel release using single portal technique with about 1 cm oblique wrist incision on 30 hands. And then they were followed-up and reviewed in the same way. Late results of operation were analysed by grading system according to patient's own assessments of relief of symptoms at the final fellow-up. The follow-up period ranged 6 to 13 months from surgery. Results : There were postoperative improvements with respect to clinical symptoms, physical examination, and electrodiagnostic study. 23 of 30 hands$(76.7\%)$ had complete resolution of symptoms. 27 hands$(90\%)$ were able to return to normal activities and work within 6 weeks, and 30 hands$(100\%)$ returned within 8 weeks. In grip strength study, 29 hands$(96.6\%)$ regained preoperative strength in 6 months. 12 of 22 hands$(55\%)$ had improvement with respect to thenar atrophy within 6 months. Late results were as follows . 23 hands$(76.7\%)$ was graded as excellent, 6 hands$(20\%)$ graded as good and 1 hand$(3.3\%)$ graded as fair, and there was no poor result. Conclusion : We think that endoscopic carpal tunnel release with single portal technique is technically safe and simple, if the surgeon takes step to stay within the safety zone based on local anatomy and selects an appropriate patient and that endoscopic carpal tunnel release does have advantages over open release. We agree that the surgeon must be prepared to perform an open technique, if technical difficulties arise, difficulty in introducing the device into the carpal tunnel is encountered, or the transverse fibers of the transverse carpal ligaments are not clearly seen.