• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.18 no.5
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• pp.1-16
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• 2023

Due to imbalances in supply and demand within the labor market, start-ups have emerged as crucial players in the generation of high-quality employment opportunities, particularly in stagnant job markets. In response to this trend, governments are allocating substantial financial and human resources to initiatives that support start-up development. This has led to an increasing rate of engagement in start-up ventures across diverse age groups, not limited to younger individuals. Start-ups are enterprises focused on the commercialization of innovative ideas with the aim of achieving profitability in the marketplace. Research concerning the successful market integration of new products and the attainment of sustainable growth is pivotal. Such research is instrumental not only for the success of start-ups but also for realizing the broader social functions and contributions that these enterprises can offer. Previous research has often examined new product market-entry strategies, often referred to as new product marketing, particularly for large companies and SMEs. However, there is a gap in studies focusing on prototype marketing strategies specific to start-ups. Thus, this study aims to examine the impact of Pre-announcing marketing strategies on the market attention garnered by start-ups with low recognition and limited infrastructure, and how such attention contributes to their sustainable growth. Specifically, the study aims to uncover the causal relationship between information attributes like relevance, vividness, and novelty in building customer relationships, and their impact on purchase intentions influenced by performance expectations and hedonic motivations. In terms of Pre-announcing information attributes, relevance, vividness, and novelty positively influence performance expectations and hedonic motivations as outlined in the extended Unified Theory of Acceptance and Use of Technology (UTAUT2). These factors, in turn, positively impact the purchase intention for pre-announced new products from start-ups. These findings are expected to provide both theory and practical insights into the factors influencing market entry through the use of Pre-announcing marketing strategies for start-up new products.

• Journal of the Korean Association of Geographic Information Studies
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• v.11 no.1
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• pp.68-79
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• 2008

Because local cities are different from large cities, they need to reflect their own characteristics of housing market. Thus in order to obtain useful implications for the establishing sound housing market in Jinju City, this paper investigated the characteristics of spatial distribution and determinant factors that affect apartment price in Jinju City. GIS representation of the apartments showed that most of old and small apartments were built in 'land readjustment project' areas executed in 1970s. On the contrary, new and large scale apartment complexes were built quite recently and distributed in the western and southern parts of the city. Next, in order to examine the factors which affect apartment price, this paper subtracted firstly several variables from the related studies. However in order to avoid multi-colinearity, variables were summarized by means of factor analysis. Then, setting apartment price as a dependant variable, 12 hedonic price models were established with 33 independent variables. As results, building age, floor area, accessibility to university and hospital, accessibility to arterial road, and stair-type building were turned out to be significant. These results will be used in making the supply and allocation plan of urban facilities and housing. Finally as conclusions this paper emphasized the need of periodic analysis of local housing market and establishing detailed housing information systems.

• Journal of Korea Water Resources Association
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• v.46 no.3
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• pp.277-285
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• 2013

The purpose of this research is to evaluate the scenic value of the Gyungin Ara waterway in real estate prices. Apart from the multi-functionality such as transportation of passengers and freight, prevention of floods, and provision of leisure areas, the Ara waterway possesses a scenic function which offers people esthetic value through unique and beautiful scenery. This scenic function is an externality for apartment residents living nearby. The applied methodology for this research is the Hedonic Price Model (HPM) which creates a cause and effect model between real estate prices and attributes. Variables such as apartment sale prices, complex characteristics, location characteristics, timely characteristics have been deduced through data collected from a total of 4,207 households that have experienced actual transactions during the same period, all located within the scenic benefit boundaries of the waterway. Landscape variable has been derived from algorithm designed by a combination of digital map and Google Mapview. The scenic value of the waterway estimated through the application of HPM on these variables is 165,000 Won per area (pyeong). The regional asset enhancing effect caused by the landscape view of the waterway is estimated to be 89.1 billion won.

• Information Systems Review
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• v.18 no.2
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• pp.107-125
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• 2016

With the rapid growth of the mobile application market, mobile donation applications have emerged as a new type of application that enables users to donate without actual payments. To date, limited research has been conducted to provide guidelines on how to design new types of mobile donation applications. Using cause-related marketing theory as theoretical framework, this study aims to identify the features of mobile donation applications that increase the intention of users to use such applications. To achieve this goal, we conducted two experiments. The results of an ANOVA test in the first experiment showed that indirect mobile donation applications (i.e., applications without actual payment) have a stronger positive effect on perceived effectiveness and cause involvement than direct mobile donation applications (i.e., applications with actual payment). In addition, perceived effectiveness and cause involvement yield positive effects on the intention to use mobile donation applications. The results of the second experiment showed that indirect mobile donation applications with utilitarian functions have a greater positive effect on perceived effectiveness and cause involvement than mobile donation applications with hedonic functions. These results contribute to mobile application and donation research as well as provide guidelines for practitioners on the design of mobile donation applications.

• Journal of the Korean Geographical Society
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• v.38 no.6
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• pp.949-960
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• 2003

The marginal implicit price of air quality can be measured by taking a partial derivative of hedonic price function (HPF) with respect to the level of air quality. It has been pointed out that the size of the marginal implicit price varies with the use of different function forms, different estimation methods, and the different ways of measuring air quality level in estimating HPF. In addition to these factors, this study shows theoretically and empirically the way housing properties are represented on a digital map could differentiate the size of marginal implicit price of air quality when GIS is used to measure location attributes of the housing properties in the Korean apartment market. Furthermore, this study shows that the degree of difference in the marginal implicit price due to the manner in which housing properties are represented on a digital map can be larger than the degree of difference in the marginal implicit price due to using different function forms and estimation methods. The major implication from the results of this study is that one should carefully try diverse ways of representing housing properties in the Korean apartment market on a digital map in the process of estimating HPF, as he or she usually tries diverse function forms and estimation methods, to see if the value of the marginal implicit price of air quality varies substantially.

• Asian-Australasian Journal of Animal Sciences
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• v.27 no.7
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• pp.1026-1034
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• 2014

This study was conducted to assess the effects of flaxseed oil and dried whitebait as a source of ${\omega}$-3 fatty acids (${\omega}$-3 FA), which could be used to produce eggs enriched with ${\omega}$-3 FA, and of fructo-oligosaccharide (FOS) as a source of prebiotics on performance of hens (commercial Hy-Line Brown laying hens), and FA composition, internal quality, and sensory characteristics of the eggs. Dietary FOS increased egg weight. The amounts of ${\alpha}$-linolenic (ALA), eicosapentaenoic (EPA) and docosahexaenoic acids (DHA) in the eggs from the hens fed the flaxseed oil alone or flaxseed oil+dried whitebait diets were higher than those of the control. Hedonic scores for off-flavor, fishy flavor, buttery taste and overall acceptability of the eggs from the hens fed the diet containing flaxseed oil+dried whitebait were lower (p<0.05) than those of the control. Overall acceptability of the eggs from the hens fed the diet containing soybean oil+dried whitebait was lower (p<0.05) than that of the control. However, all the sensory attributes of the eggs from the hens fed the diet containing flaxseed oil, dried whitebait and FOS were not significantly different from those of the control. These results confirmed that flaxseed oil increases the ALA content in the eggs and a combination of flaxseed oil and dried whitebait increases EPA and DHA in the eggs. Of significance was that addition of FOS to the flaxseed oil+dried whitebait diet improves the sensory characteristics of the eggs enriched with ${\omega}$-3 FA.

• Journal of the Korean Society of Clothing and Textiles
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• v.16 no.2
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• pp.211-225
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• 1992

The purposes of this study were 1) to estimate the brand loyalty related to clothing items,2) to investigate the differences between the brand loyal group and the brand disloyal group in 4 determinant variables (product involvement, information source, purchase-related and demo- graphic variables) of brand loyalty, 3) to find out important determinant variables which explain the brand loyalty on clothing items, and 4) to identify product attributes that lead to brand loyalty on clothing items. Four clothing items selected (ortho study were underwear, jean / skirt, T-shirt / sweater, and formal dress / suits. The questionnaire was administered to 529 adult women living in Seoul, and the methods used to analyze the data were Frequency, T-Test, $x^{2}-test$, Factor Analysis and Multiple Discriminant Analysis. The results of this study were as follows: 1) Both behavior and attitude are needed for the measurement of brand loyalty in clothing. The hightes brand loyal item was formal dress / suits, followed by jean / skirt, T-shirt / sweater, underwear. 2) There were some significant differences between the brand loyal group and the brand disloyal group in 4 determinant variables of brand loyalty. 3) The important determinant variables of brand loyalty were perceived risk / brand differ-ence, purchase experience / self-confidence in purchase, and product symbolic / hedonic mean-ing, of which the most important varible was found to be perceived risk / brand difference. 4) The most important product attribute that lead to brand loyalty for underwear was comfort whereas for the other 3 clothing items, it was style. Quality was the second important productattributeforallclothingitems.

• Journal of Microbiology and Biotechnology
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• v.32 no.10
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• pp.1315-1324
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• 2022

Fermentation is an effective process for providing various beneficial effects in functional beverages. Lactic acid bacteria and yeast fermentation-based biotransformation contribute to enhancement of nutritional value and digestibility, including lactose intolerance reduction and control of infections. In this study, the probiotic fermented fruit juice (PFJ) was produced by Lactobacillus plantarum TISTR 1465, Lactobacillus salivarius TISTR 1112, and Saccharomyces boulardii CNCM I-745 while mixed fruit juice (MFJ) was used as the basic medium for microorganism growth. The potential function, the anti-salmonella activity of PFJ, was found to be effective at 250 mg/ml of MIC and 500 mg/ml of MBC. Biofilm inhibition was performed using the PFJ samples and showed at least 70% reduction in cell attachment at the MIC concentration of Salmonella Typhi DMST 22842. The antioxidant activities of PFJ were determined and the results revealed that FSB.25 exhibited 78.40 ± 0.51 mM TE/ml by FRAP assay, while FPSB.25 exhibited 3.44 ± 0.10 mM TE/ml by DPPH assay. The volatile compounds of PFJ were characterized by GC-MS, which identified alcohol, aldehyde, acid, ester, ketone, phenol, and terpene. The most abundant organic acid and alcohol detected in PFJ were acetic acid and 2-phenylethanol, and the most represented terpene was β-damascenone. The sensory attributes showed scores higher than 7 on a 9-point hedonic scale for the FPB.25, illustrating that it was well accepted by panelists. Taken together, our results showed that PFJ could meet current consumer demand regarding natural and functional, fruit-based fermented beverages.

• Korean Journal of Food Science and Technology
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• v.40 no.2
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• pp.160-165
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• 2008

This study was conducted to analyze sensory profiles of commercial sojues using a standardized sensory evaluation procedure, and to investigate the effects of sensory characteristics and brands on consumer liking for soju. Descriptive analysis and consumer taste testing were conducted for seven commercial sojues. For the descriptive analysis, eight panelists generated and evaluated 12 flavor and one pain-sensation attributes for the soju, and there were significant differences among the soju samples for all the 13 sensory attributes. For the descriptive data, principal component analysis was performed to summarize the sensory characteristics of the sojues. For the consumer testing, 224 soju drinkers (20-29 year-olds) were recruited and randomly divided into two groups; a blind group and a group with the knowledge of brand. While the hedonic ratings obtained from the blind group didn't indicate significant differences among the sojues, the ratings obtained from the brand-informed group showed significant differences. Finally, the individual preferences of the 112 consumers in each group were investigated by preference mapping techniques.

• Journal of Global Scholars of Marketing Science
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• v.18 no.3
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• pp.27-57
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• 2008

Many consumers enjoy the challenge of purchasing a brand that matches well with their own values and personalities (for example, Ko et al., 2008; Ko et al., 2006). Therefore, the personalities of consumers can impact on the final selection of a brand and its brand personality in two ways: first, the consumers may incline to purchase a brand or a product that reflects their own personalities; second, consumers tend to choose a company that has similar brand personalities to those brands that are being promoted. Therefore, the objectives of this study are following: 1. Is there any empirical relationship between a consumer's personality and the personality of a brand that he or she chooses? 2. Can a corporate brand be differentiated by the brand personality? In short, consumers are more likely to hold favorable attitudes towards those brands that match their own personality and will most probably purchase those brands matching well with their personality. For example, Matzler et al. (2006) found that extraversion and openness were positively related to hedonic product value; and that the personality traits directly (openness) and indirectly (extraversion, via hedonic value) influenced brand effects, which in turn droved attitudinal and purchase loyalty. Based on the above discussion, the following hypotheses are proposed: Hypothesis 1: the personality of a consumer is related to the brand personality of a product/corporate that he/she purchases. Kuksov (2007) and Wernerfelt (1990) argued that brands as a symbolic language allowed consumers to communicate their types to each other and postulated that consumers had a certain value of communicating their types to each other. Therefore, how brand meanings are established, and how a firm communicate with consumers about the meanings of the brand are interesting topics for research (for example, Escalas and Bettman, 2005; McCracken, 1989; Moon, 2007). Hence, the following hypothesis is proposed: Hypothesis 2: A corporate brand identity is differentiated by the brand personality. And there are significant differences among companies. A questionnaire was developed for collecting empirical measures of the Big-Five personality traits and brand personality variables. A survey was conducted to the online access panel members through the Internet during December 2007 in Korea. In total, 500 respondents completed the questionnaire, and considered as useable. Personality constructs were measured using the Five-factor Inventory (NEO-FFI) scale and a total of 30 items were actually utilized. Brand personality was measured using the five-dimension scale developed by Aaker (1997). A total of 17 items were actually utilized. The seven-point Likert-type scale was the format of responses, for example, from 1 indicating strongly disagreed to 7 for strongly agreed. The Analysis of Moment Structures (AMOS) was used for an empirical testing of the model, and the Maximum Likelihood Estimation (MLE) was applied to estimate numerical values for the components in the model. To diagnose the presence of distribution problems in the data and to gauge their effects on the parameter estimates, bootstapping method was used. The results of the hypothesis-1 test empirically show that there exit certain causality relationship between a consumer's personality and the brand personality of the consumer's choice. Thus, the consumer's personality has an impact on consumer's final selection of a brand that has a brand personality matches well with their own personalities. In other words, the consumers are inclined to purchase a brand that reflects their own personalities and tend to choose a company that has similar brand personalities to those of the brand being promoted. The results of this study further suggest that certain dimensions of the brand personality cause consumers to have preference to certain (corporate) brands. For example, the conscientiousness, neuroticism, and extraversion of the consumer personality have positively related to a selection of "ruggedness" characteristics of the brand personality. Consumers who possess that personality dimension seek for matching with certain brand personality dimensions. Results of the hypothesis-2 test show that the average "ruggedness" attributes of the brand personality differ significantly among Korean automobile manufacturers. However, the result of ANOVA also indicates that there are no significant differences in the mean values among manufacturers for the "sophistication," "excitement," "competence" and "sincerity" attributes of the corporate brand personality. The tight link between what a firm is and its corporate brand means that there is far less room for marketing communications than there is with products and brands. Consequently, successful corporate brand strategies must position the organization within the boundaries of what is acceptable, while at the same time differentiating the organization from its competitors.