• Korean Business Review
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• v.17
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• pp.83-110
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• 2004

In modern society, there exists a growing tendency that the product image, rather than the substance of the product, is given more and more emphasis. In other words, consumers tend to purchase a product whose brand image coincides with their self image. Today, it is one of the essential factors for marketing strategy of a modern enterprise to have brand image perceived by consumer self-image. The image, by affecting the perception of consumers, explains the reason why some consumers choose one brand out of many brands that are available to them. Furthermore, brand-image perceived by consumers becomes more important factor in improving the company's market share. For this research, we investigated the theoretical background based on previous studies and collected statistical data through a market survey. The results of the actual research indicate that the attributes of the images differ notably depending upon demographic attributes; that the brand image judged by a customer is positively correlated to the customer's self image; and that the regression analysis of the purchase intention in accordance with coincidence of independent variables proved to be insignificant. But the correlation analysis of the variables shows that the sensuous image of a perceived brand image product notable differences in the purchase intention. Most of Consumers tend to prefer certain brand of causal wears in accordance with their cognized brand-image and self-image: social self-image and actual self-image. Corporate must not spare any effort to establish differential advantage. through better image or changing image. Also marketers have to identify the strengths and weakness of their brand in relation to the competition in setting up their brand management strategy. In conclusion, the outcomes of the study suggest that the consumers purchase the images of the brands, rather than the products themselves. Accordingly, in the clothes markets with similar quality levels, the emphasis should be put on differentiation of the brand images in order to further increase sales and maximize profits.

• Asia Marketing Journal
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• v.8 no.3
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• pp.41-74
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• 2006

It is frequently observed that consumers' behavior and performance in their weight control are greatly affected by the degree of self-control by the consumers themselves. In other words, effective weight control behavior is only possible when the consumers invest a substantial amount of endeavors and self-control. The present study empirically investigated the effect of the self-image congruence and subjective norm formed by self- concept reflected in weight control behavior on weight control attitude formation, actual behavior, and performance. For more in-depth research, rather than simply showing differences in performance based on self-control, the present study divided the subjects into high and low self-control groups for a comparative purpose. Based on empirical research employing general consumers and those who were engaged in an actual weight loss program at professional weight control centers as subjects, the study found the following results: First, for both high and low self-control groups, self-image congruence significantly affected attitude toward weight control, but not the actual weight control behavior. The results indicate that in weight control, the actual behavior must be preceded by the attitude. Second, subjective norm directly affected both attitude toward weight control, and behavior for the low self-control group while it affected the behavior only for the high self-control group. The results show that the lower self-control is, the more powerful the effect of referents is. Third, weight control attitude positively affected weight control behavior only for the high self-control group. Fourth, weight control behavior significantly affected the performance for both high and low self-control groups. Compared to the low group, the high self-control group showed more powerful effect of behavior, suggesting the crucial role of self-control in successful weight control. The results also imply that the role of referents is relatively more important for the low self-control group.

• Journal of Korean Academy of Nursing
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• v.39 no.5
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• pp.693-699
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• 2009

Purpose: The purpose of this study was to identify congruence between self-perception and objective status of obesity according to %Fat, and to investigate health promotion lifestyle in college women. Methods: The participants were a convenience sample of 392 college women who were eligible and agreed to participate in this study. Respondents were asked questions using a health promotion lifestyle profile and were evaluated for their body composition using InBody 3.0. The data were analyzed with SPSS 14.0 program, which was used for Chi square, ANOVA, and post-hoc comparison with Scheffe. Results: The major findings were as follows; 1) Overall, 41.8% of participants misclassified their perceived status of weight by %Fat standards and kappa was 0.329. 2) Two percent were underweight by BMI but overweight by %Fat and 39.0% normal weight by BMI but overweight by %Fat. 3) There were significant differences in health promotion lifestyle according to self-perception of body weight but there was no difference in health promotion lifestyle according to %Fat standards. Conclusion: These findings suggest the necessity for development and application of tailored health promotion program based on self-perception of body weight and %Fat in order to reform incorrect body image and health behavior in college women.

• The Journal of Society for e-Business Studies
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• v.23 no.2
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• pp.49-65
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• 2018

The purpose of the research is to identify the effects of brand evidence, brand personality and negative factors on extended brand trust and customer purchase intention in IoT (Internet of Things) service. Negative factors include scarcity marketing and privacy concern. To achieve this objective, we analyzed the 269 respondents who had used Xiaomi products at least more than once. The results of this study are as follows: First, it was found that core service, self-image congruence of brand evidence and brand personality has a positive influence on extended brand trust. But, perceived price of brand evidence is not related to extended brand trust. Secondly, Scarcity marketing influenced extended brand trust. But, Privacy concern is not related to extended brand trust. Consumers did not realize privacy because of technological innovation of IoT. Thus, the research has a different significance from antecedent research.

• The korean journal of orthodontics
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• v.45 no.3
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• pp.105-112
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• 2015

Objective: A recently developed facial scanning method uses three-dimensional (3D) surface imaging with a light-emitting diode. Such scanning enables surface data to be captured in high-resolution color and at relatively fast speeds. The purpose of this study was to evaluate the accuracy and precision of 3D images obtained using the Morpheus 3D$^{(R)}$ scanner (Morpheus Co., Seoul, Korea). Methods: The sample comprised 30 subjects aged 24.34 years (mean $29.0{\pm}2.5$ years). To test the correlation between direct and 3D image measurements, 21 landmarks were labeled on the face of each subject. Sixteen direct measurements were obtained twice using digital calipers; the same measurements were then made on two sets of 3D facial images. The mean values of measurements obtained from both methods were compared. To investigate the precision, a comparison was made between two sets of measurements taken with each method. Results: When comparing the variables from both methods, five of the 16 possible anthropometric variables were found to be significantly different. However, in 12 of the 16 cases, the mean difference was under 1 mm. The average value of the differences for all variables was 0.75 mm. Precision was high in both methods, with error magnitudes under 0.5 mm. Conclusions: 3D scanning images have high levels of precision and fairly good congruence with traditional anthropometry methods, with mean differences of less than 1 mm. 3D surface imaging using the Morpheus 3D$^{(R)}$ scanner is therefore a clinically acceptable method of recording facial integumental data.

• Culinary science and hospitality research
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• v.17 no.5
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• pp.139-153
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• 2011

The study is a hotel firm's brand evidence on the switching and relational performance by identifying a causal relationship to the differentiated and competitive was to provide useful information. Units of samples for evidence of brand switching hotels in Seoul participated in surveys customers in 2011, from June 10 to 20 July 2011 for a total of 500 copies for distribution and the Department of dual 408 with SPSS 18.0 and AMOS 18.0 Using factor analysis and reliability verification carried out, and presented research in order to test the hypothesis covariance structure analysis was performed. Analysis, employee services switching barriers and switching costs showed no significant affect. Switching barriers and switching costs, brand name, image congruence transition castle wall and switching costs, alternative attractiveness showed no significant visible results. And perceived price on switching barriers to conversion rates showed was significant affect. Second, switching barriers, switching costs, alternative attractiveness and that the relationship, to help conversion of non-financial performance showed no significant affect. Third, the practitioner services, brand names, images, match the castle there, and non-financial performance of the transition showing a statistically significant result was found.

• Progress in Medical Physics
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• v.9 no.3
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• pp.127-136
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• 1998

On-line geometrical quality assurance system has been developed using electronic portal imaging system(OQuE). EPID system is networked into Pentium PC in order to transmit the acquisited images to analysis PC. Geometrical QA parameters, including light-radiation field congruence, collimator rotation axis, and gantry rotation axis can be easily analyzed with the help of graphic user interface(GUI) software. Equipped with the EPID (Portal Vision, Varian, USA), geometrical quality assurance of a linear accelerator (CL/2100/CD, Varian, USA), which is networked into OQuE, was performed to evaluate this system. Light-radiation field congruence tests by center of gravity analysis shows 0.2～0.3mm differences for various field sizes. Collimator (or Gantry) rotation axis for various angles could be obtained by superposing 4 shots of angles. The radius of collimator rotation axis is measured to 0.2mm for upper jaw collimator, and 0.1mm for lower jaw. Acquisited images for various gantry angles were rotated according to the gantry angle and actual center of image point obtained from collimator axis test. The rotated images are superpositioned and analyzed as the same method as collimator rotation axis. The radius of gantry rotation axis is calculated 0.3mm for anterior/posterior direction (gantry 0$^{\circ}$ and 170$^{\circ}$) and 0.7mm for right/left direction(gantry 90$^{\circ}$ and 260$^{\circ}$). Image acquisition for data analysis is faster than conventional method and the results turn out to be excellent for the development goal and accurate within a milimeter range. The OQuE system is proven to be a good tool for the geometrical quality assurance of linear accelerator using EPID.

• The Journal of the Petrological Society of Korea
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• v.16 no.3
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• pp.129-143
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• 2007

We have studied orientational characteristics of microcracks in Mesozoic granites and granitic dyke rocks from Seokmo-do, Ganghwa-gun. Microcracks on horizontal surfaces of rock samples from 14 sites were investigated by image processing. Orientations of these microcracks compared with those of 18 sets of joints in Mesozoic granites from Seokmo-do. From the related chart, microcrack sets show strong preferred orientations which obviously are coincident with the direction of vertical common joints. It follows that the formation of macroscopic joints may be the results of further growth and step-wise jointing of pre-existing microcracks. Orientations of microcracks from this result also compared with those of vertical rift and grain planes for Jurassic and Cretaceous granite quarries in Korea. As shown in the distribution chart, the congruence of distribution pattern among microcracks and rift and grain planes suggests that similar microcrack systems probably occur regionally in Jurassic and Cretaceous granites from Korea. In particular, whole domain of the distribution chart was divided into 16 groups in terms of the phases of distribution of microcracks and planes. These microcrack sets in each domains construct complex composite microcrack systems which have formed progressively by different geologic processes and under varying conditions.

• Asia Marketing Journal
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• v.13 no.4
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• pp.191-212
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• 2012

With the introduction of the Capital Market Integration Act in 2009, the new competitive scope and paradigm is opened in Korean financial services market. The change of financial industry and institutions will lead to the behavioral change of customers who consume and choose financial services. While researches from the financial perspective have been conducted, works from the marketing or customer oriented approach has long been relatively ignored. The purpose of this study is to investigate influencing factors and process of financial services customers' choice behavior. More specifically, the main theme is how to enhance customer brand loyalty and purchase intention through the perception of overall quality of the service product. An integrated conceptual model including antecedents, mediating variables and consequences is established through comprehensive literature reviews of extant works on environmental change, customer behavioral change and choice behaviors. Hypothesis testing is done with SEM analysis. According to the results, the attractiveness of financial product, the reputation of financial firm, and self-brand image congruence among exogenous variables make a positive effect on perceived overall quality. And perceived overall quality has a significant effect on brand loyalty.

• Journal of Global Scholars of Marketing Science
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• v.18 no.4
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• pp.61-118
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• 2008

The purpose of this research is to construct research framework for international franchising based on existing literature and to identify research components in the framework. Franchise can be defined as management styles that allow franchisee use various management assets of franchisor in order to make or sell product or service. It can be divided into product distribution franchise that is designed to sell products and business format franchise that is designed for running it as business whatever its form is. International franchising can be defined as a way of internationalization of franchisor to foreign country by providing its business format or package to franchisee of host country. International franchising is growing fast for last four decades but academic research on this is quite limited. Especially in Korea, research about international franchising is carried out on by case study format with single case or empirical study format with survey based on domestic franchise theory. Therefore, this paper tries to review existing literature on international franchising research, providing research framework, and then stimulating new research on this field. International franchising research components include motives and environmental factors for decision of expanding to international franchising, entrance modes and development plan for international franchising, contracts and management strategy of international franchising, and various performance measures from different perspectives. First, motives of international franchising are fee collection from franchisee. Also it provides easier way to expanding to foreign country. The other motives including increase total sales volume, occupying better strategic position, getting quality resources, and improving efficiency. Environmental factors that facilitating international franchising encompasses economic condition, trend, and legal or political factors in host and/or home countries. In addition, control power and risk management capability of franchisor plays critical role in successful franchising contract. Final decision to enter foreign country via franchising is determined by numerous factors like history, size, growth, competitiveness, management system, bonding capability, industry characteristics of franchisor. After deciding to enter into foreign country, franchisor needs to set entrance modes of international franchising. Within contractual mode, there are master franchising and area developing franchising, licensing, direct franchising, and joint venture. Theories about entrance mode selection contain concepts of efficiency, knowledge-based approach, competence-based approach, agent theory, and governance cost. The next step after entrance decision is operation strategy. Operation strategy starts with selecting a target city and a target country for franchising. In order to finding, screening targets, franchisor needs to collect information about candidates. Critical information includes brand patent, commercial laws, regulations, market conditions, country risk, and industry analysis. After selecting a target city in target country, franchisor needs to select franchisee, in other word, partner. The first important criteria for selecting partners are financial credibility and capability, possession of real estate. And cultural similarity and knowledge about franchisor and/or home country are also recognized as critical criteria. The most important element in operating strategy is legal document between franchisor and franchisee with home and host countries. Terms and conditions in legal documents give objective information about characteristics of franchising agreement for academic research. Legal documents have definitions of terminology, territory and exclusivity, agreement of term, initial fee, continuing fees, clearing currency, and rights about sub-franchising. Also, legal documents could have terms about softer elements like training program and operation manual. And harder elements like law competent court and terms of expiration. Next element in operating strategy is about product and service. Especially for business format franchising, product/service deliverable, benefit communicators, system identifiers (architectural features), and format facilitators are listed for product/service strategic elements. Another important decision on product/service is standardization vs. customization. The rationale behind standardization is cost reduction, efficiency, consistency, image congruence, brand awareness, and competitiveness on price. Also standardization enables large scale R&D and innovative change in management style. Another element in operating strategy is control management. The simple way to control franchise contract is relying on legal terms, contractual control system. There are other control systems, administrative control system and ethical control system. Contractual control system is a coercive source of power, but franchisor usually doesn't want to use legal power since it doesn't help to build up positive relationship. Instead, self-regulation is widely used. Administrative control system uses control mechanism from ordinary work relationship. Its main component is supporting activities to franchisee and communication method. For example, franchisor provides advertising, training, manual, and delivery, then franchisee follows franchisor's direction. Another component is building franchisor's brand power. The last research element is performance factor of international franchising. Performance elements can be divided into franchisor's performance and franchisee's performance. The conceptual performance measures of franchisor are simple but not easy to obtain objectively. They are profit, sale, cost, experience, and brand power. The performance measures of franchisee are mostly about benefits of host country. They contain small business development, promotion of employment, introduction of new business model, and level up technology status. There are indirect benefits, like increase of tax, refinement of corporate citizenship, regional economic clustering, and improvement of international balance. In addition to those, host country gets socio-cultural change other than economic effects. It includes demographic change, social trend, customer value change, social communication, and social globalization. Sometimes it is called as westernization or McDonaldization of society. In addition, the paper reviews on theories that have been frequently applied to international franchising research, such as agent theory, resource-based view, transaction cost theory, organizational learning theory, and international expansion theories. Resource based theory is used in strategic decision based on resources, like decision about entrance and cooperation depending on resources of franchisee and franchisor. Transaction cost theory can be applied in determination of mutual trust or satisfaction of franchising players. Agent theory tries to explain strategic decision for reducing problem caused by utilizing agent, for example research on control system in franchising agreements. Organizational Learning theory is relatively new in franchising research. It assumes organization tries to maximize performance and learning of organization. In addition, Internalization theory advocates strategic decision of direct investment for removing inefficiency of market transaction and is applied in research on terms of contract. And oligopolistic competition theory is used to explain various entry modes for international expansion. Competency theory support strategic decision of utilizing key competitive advantage. Furthermore, research methodologies including qualitative and quantitative methodologies are suggested for more rigorous international franchising research. Quantitative research needs more real data other than survey data which is usually respondent's judgment. In order to verify theory more rigorously, research based on real data is essential. However, real quantitative data is quite hard to get. The qualitative research other than single case study is also highly recommended. Since international franchising has limited number of applications, scientific research based on grounded theory and ethnography study can be used. Scientific case study is differentiated with single case study on its data collection method and analysis method. The key concept is triangulation in measurement, logical coding and comparison. Finally, it provides overall research direction for international franchising after summarizing research trend in Korea. International franchising research in Korea has two different types, one is for studying Korean franchisor going overseas and the other is for Korean franchisee of foreign franchisor. Among research on Korean franchisor, two common patterns are observed. First of all, they usually deal with success story of one franchisor. The other common pattern is that they focus on same industry and country. Therefore, international franchise research needs to extend their focus to broader subjects with scientific research methodology as well as development of new theory.