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

• Journal of the Korea Concrete Institute
• /
• v.25 no.5
• /
• pp.485-496
• /
• 2013

In recent years, frequent terror or military attacks by explosion or impact accidents have occurred. Examplary case of these attacks were World Trade Center collapse and US Department of Defense Pentagon attack on Sept. 11 of 2001. These attacks of the civil infrastructure have induced numerous casualties and property damage, which raised public concerns and anxiety of potential terrorist attacks. However, a existing design procedure for civil infrastructures do not consider a protective design for extreme loading scenario. Also, the extreme loading researches of prestressed concrete (PSC) member, which widely used for nuclear containment vessel, gas tank, bridges, and tunnel, are insufficient due to experimental limitations of loading characteristics. To protect concrete structures against extreme loading such as explosion and impact with high strain rate, understanding of the effect, characteristic, and propagation mechanism of extreme loadings on structures is needed. Therefore, in this paper, to evaluate the impact resistance capacity and its protective performance of bi-directional unbonded prestressed concrete member, impact tests were carried out on $1400mm{\times}1000mm{\times}300mm$ for reinforced concrete (RC), prestressed concrete without rebar (PS), prestressed concrete with rebar (PSR, general PSC) specimens. According to test site conditions, impact tests were performed with 14 kN impactor with drop height of 10 m, 5 m, 4 m for preliminary tests and 3.5 m for main tests. Also, in this study, the procedure, layout, and measurement system of impact tests were established. The impact resistance capacity was measured using crack patterns, damage rates, measuring value such as displacement, acceleration, and residual structural strength. The results can be used as basic research references for related research areas, which include protective design and impact numerical simulation under impact loading.

• The Journal of Korean Academic Society of Nursing Education
• /
• v.3
• /
• pp.78-98
• /
• 1997

Health education, as the most fundamental concept for national health promotion, alms for developing the self-care ability of the general public. High school days are regarded as the period when most important physical, mental and social developments occur, and most health-related behaviors are formed. School health education is one of the major learning resources influencing health potential in the home and community as well as for the individual student. High school health education in Korea has a fundamental systemic flaw in that health-related subjects are divided and taught under various subjects areas at school. In order to achieve the goal of school health education, it is essential to make a systematic assessment of the learner's concerns connected with his health and life, and the factors affecting them. So far, most of the research projects that had been carried out for improving high school health education were limited in their concerns to a particular aspect of health. Even though some had been done in view of comprehensive school health education, they failed to Include a health assessment of the learner. Therefore, in this study the high school students' concerns related to health and life were investigated in the first place on the basis of the PRECEDE model, developed by Green and others for the purpose of a comprehensive diagnostic research on high school health education. This study was done in two steps : one was the basic study for developing research instrument and the other was the main one. The former was conducted at five high schools in Seoul and Cheongju for 2 months-beginning in March, 1996. The students were asked to respond to questions related to their health and lives in unstructured open-ended question forms. On the basis of analysis of the basic study, the diagnostic instruments for the quality of life, health problems, health behavior and educational factors were constructed to be used for the collection of data for main study. An expert panel and the pilot study were used to improve content validity and reliability of the instruments. The reliability of the instruments was measured at between .7697 and .9611 by the Cronbach $\alpha$. The data for this study were collected from the sample consisted of the junior and senior classes of twenty general and vocational high schools in Seoul and Cheongju for two months period beginning in July, 1996. In analyzing the data, both t-test and $X^2$-test were done by using SAS-$PC^+$ Program to compare data between the sexes of the high school students and the types of high school. A canonical correlation analysis was carried out to determine the relationships among the diagnostic variables, and a multivariate multiple regression analysis was conducted by using LISREL 8.03 to ascertain the influences of variables on the high school students' health and quality of life. The results were as follows : 1) The findings of the hypothesis tests (1) The canonical correlation between the educational diagnosis variables and behavioral, epidemiological, social diagnosis variables was .7221, which was significant at the level of p<.001. (2) The canonical correlation between the educational diagnosis variables and the behavior variables was .6851, which also was significant (p<.001). (3) The canonical correlation between the behavioral diagnosis variables and the epidemiological variables was 4295, which was significant (p<.001). (4) The canonical correlation between the epidemiological diagnosis variables and the social variables was .6005, which was also significant (p<.001). Therefore, the relationship between each diagnosis variable suggested by the PRECEDE model had been experimentally proven to be valid, supporting the conceptual framework of the study as appropriate for assessing the multi-dimensional factors affecting high school students' health and quality of life. Health behavior self-efficacy, the level of parents' interest and knowledge of health, and the level of the perception of school health education, all of which are the educational diagnostic variables, are the most influential variables in students' health and quality of life. In particular, health behavior self-efficacy, a causative factor, was one of the main influential variables in their health and quality of life. Other diagnostic variables suggested in the steps of the PRECEDE model were found to have reciprocal relations rather than a unidirectional causative relationship. The significance of this research is that it has diagnosed the needs of high school health education by the learner-centered assessment of variety of factors related to the health and the life of the students. This research findings suggest an integrated system of school health education to be contrived to enhance the effectiveness of the education by strengthening the influential factors such as self-efficacy to improve the health and quality of the lives of high school students.

• Journal of Food Hygiene and Safety
• /
• v.24 no.4
• /
• pp.318-323
• /
• 2009

Dahi is yoghurt like fermented dairy products available in Bangladesh made by traditional ways from raw milk. The aim of the present study was to check and compare the present quality status of the market dahi in reference to laboratory made dahi. For this, dahi was prepared in the laboratory (A) and collected from Kishoregonj district (B), Gazipur district (C), Bogra district (D) and Dhaka district (E and F). Consumer acceptance quality was judged on 100 point by a judge panel and chemical and microbiological quality test were done by established methods. 'A' type dahi was superior followed by E, D, F, B and C considering the consumer acceptance quality parameter. From chemical test, it appears that, B possess the lowest pH ($3.75\;{\pm}\;0.05$) and highest was in C ($4.46\;{\pm}\;0.15$). Total solids content of F type dahi ($318.40\;{\pm}\;4.44\;g/kg$) was highest and fat ($52.00\;{\pm}\;2.00\;g/kg$), protein ($44.33\;{\pm}\;2.00\;g/kg$) and ash ($10.76\;{\pm}\;0.31\;g/kg$) content were also higher in F type dahi. E and A type dahi were also with considerable figure in chemical quality parameter. Dahi B was inferior in respect of microbiological quality- total viable count (TVC) (${\times}\;10^5\;cfu/ml$) content was $94.00\;{\pm}\;4.58$, yeast (cfu/ml) content was $183.33\;{\pm}\;15.28$ and mold (cfu/ml) content was $53.33\;{\pm}\;15.28$. The TVC (${\times}\;10^5\;cfu/ml$), yeast (cfu/ml) and mold (cfu/ml) content of A type dahi were $39.67\;{\pm}\;4.51$, $50.00\;{\pm}\;10.00$ and $20.00\;{\pm}\;10.00$, respectively. Considering all the three major quality aspects dahi A was superior than others followed by F, D, E, C and B.

• Journal of Life Science
• /
• v.20 no.1
• /
• pp.147-152
• /
• 2010

Exercise-induced anaphylaxis (EIA) is a physical allergy, sometimes severe, triggered by exertion following specific food intake. It was defined for the first time in 1980. EIA is associated with different kinds of exercise. The clinical manifestations progress from itching, erythema and urticaria to some combination of cutaneous angioedema and vascular collapse. Mast cell participation in the pathogenesis of this syndrome has been proved by the findings of an elevated serum histamine level during exhaustive exercise. As predisposing factors of EIA, a specific or even nonspecific sensitivity to food has been reported. Food-dependent exercise-induced anaphylaxis (FDEIA) is a distinct form of food allergy induced by physical exercise. It is typified by the onset of anaphylaxis during exercise which was preceded by the ingestion of the causal food allergens. The diagnosis of FDEIA is heavily dependent on clinical history. Allergy tests may need to be performed using a broad panel of food and food additives. As with food allergies, FDEIA diagnosis is based on interview, biological test and skin test. Prophylaxis aims to prevent a recurrence; the patient should be given an emergency kit to deal with any recurrent episodes. After the food allergen has been identified, it should be avoided for at least 4 to 5 hours before any exercise. Two cases of EIA are presented (EIA to circumstances; FDEIA) in this paper, The diagnosis, pathophysiology and therapy of FDEIA are also reviewed.

• Asia pacific journal of information systems
• /
• v.24 no.4
• /
• pp.559-575
• /
• 2014

Individual investors are increasingly flocking to message boards to seek, clarify, and exchange information. Businesses like Seekingalpha.com and business magazines like Fortune are evaluating, synthesizing, and reporting the comments made on message boards or blogs. In March of 2012, Yahoo! Finance Message Boards recorded 45 million unique visitors per month followed by AOL Money and Finance (19.8 million), and Google Finance (1.6 million) [McIntyre, 2012]. Previous studies in the finance literature suggest that online communities often provide more accurate information than analyst forecasts [Bagnoli et al., 1999; Clarkson et al., 2006]. Some studies empirically show that the volume of posts in online communities have a positive relationship with market activities (e.g., trading volumes) [Antweiler and Frank, 2004; Bagnoli et al., 1999; Das and Chen, 2007; Tumarkin and Whitelaw, 2001]. The findings indicate that information in online communities does impact investors' investment decisions and trading behaviors. However, research explicating the correlation between information on online communities and stock market activities (e.g., trading volume) is still evolving. Thus, it is important to ask whether a volume of posts on online communities influences trading volumes and whether trading volumes also influence these communities. Online stock message boards offer two different types of information, which can be explained using an economic and a psychological perspective. From a purely economic perspective, one would expect that stock message boards would have a beneficial effect, since they provide timely information at a much lower cost [Bagnoli et al., 1999; Clarkson et al., 2006; Birchler and Butler, 2007]. This indicates that information in stock message boards may provide valuable information investors can use to predict stock market activities and thus may use to make better investment decisions. On the other hand, psychological studies have shown that stock message boards may not necessarily make investors more informed. The related literature argues that confirmation bias causes investors to seek other investors with the same opinions on these stock message boards [Chen and Gu, 2009; Park et al., 2013]. For example, investors may want to share their painful investment experiences with others on stock message boards and are relieved to find they are not alone. In this case, the information on these stock message boards mainly reflects past experience or past information and not valuable and predictable information for market activities. This study thus investigates the two roles of stock message boards-providing valuable information to make future investment decisions or sharing past experiences that reflect mainly investors' painful or boastful stories. If stock message boards do provide valuable information for stock investment decisions, then investors will use this information and thereby influence stock market activities (e.g., trading volume). On the contrary, if investors made investment decisions and visit stock message boards later, they will mainly share their past experiences with others. In this case, past activities in the stock market will influence the stock message boards. These arguments indicate that there is a correlation between information posted on stock message boards and stock market activities. The previous literature has examined the impact of stock sentiments or the number of posts on stock market activities (e.g., trading volume, volatility, stock prices). However, the studies related to stock sentiments found it difficult to obtain significant results. It is not easy to identify useful information among the millions of posts, many of which can be just noise. As a result, the overall sentiments of stock message boards often carry little information for future stock movements [Das and Chen, 2001; Antweiler and Frank, 2004]. This study notes that as a dependent variable, trading volume is more reliable for capturing the effect of stock message board activities. The finance literature argues that trading volume is an indicator of stock price movements [Das et al., 2005; Das and Chen, 2007]. In this regard, this study investigates the correlation between a number of posts (information on stock message boards) and trading volume (stock market activity). We collected about 100,000 messages of 40 companies at KOSPI (Korea Composite Stock Price Index) from Paxnet, the most popular Korean online stock message board. The messages we collected were divided into in-trading and after-trading hours to examine the correlation between the numbers of posts and trading volumes in detail. Also we collected the volume of the stock of the 40 companies. The vector regression analysis and the granger causality test, 3SLS analysis were performed on our panel data sets. We found that the number of posts on online stock message boards is positively related to prior stock trade volume. Also, we found that the impact of the number of posts on stock trading volumes is not statistically significant. Also, we empirically showed the correlation between stock trading volumes and the number of posts on stock message boards. The results of this study contribute to the IS and finance literature in that we identified online stock message board's two roles. Also, this study suggests that stock trading managers should carefully monitor information on stock message boards to understand stock market activities in advance.

• Korean Journal of Breeding Science
• /
• v.41 no.4
• /
• pp.547-551
• /
• 2009

A new commercial rice variety "Chilbo" is a japonica rice (Oryza sativa L.) with resistance to rice stripe virus and high grain quality. It was developed by the rice breeding team of Yeongdeog Substation, NICS, RDA in 2007. This variety was derived from a cross between "Yeongdeog 26" with wind tolerance and lodging resistance and "Koshihikari" with good grain quality. A promising line, YR21324-119-3-2 was selected by a pedigree breeding method and designated as "Yeongdeog 44" in 2004. Regional adaptation yield trials were carried out at eleven locations from 2005 to 2007. As a result, "Yeongdeog 44" was released as a high yielding rice variety with high grain qualilty and virus resistance with the name of "Chilbo". It is short 76cm in culm length and has medium-late growth duration. This variety is resistant to stripe virus and middle resistant to leaf blast disease. It is also tolerant to cold, dried wind. Milled rice kernel of "Chilbo" is translucent, clear in chalkiness. Panel test proved that and it has good eating quality. Head rice ratio of Chilbo is high compared to the check variety, Hwaseongbyeo. Yield potential of "Chilbo" in milled rice is about 5.57MT/ha at ordinary fertilizer level of local adaptability test. This variety would be adaptable to Yeongnam plain, south & east-south coastal, south mid-mountainous, middle plain area of Korean peninsula.

• Korean Journal of Breeding Science
• /
• v.41 no.3
• /
• pp.288-291
• /
• 2009

A new commercial rice variety "Donghaejinmi" is a japonica rice (Oryza sativa L.) with lodging resistance and high grain quality. It has been developed by the rice breeding team of Yeongdeog Substation, National Institute of Crop Science (NICS), RDA. This variety was derived from a cross between "Milyang 64" as a resistance source of brown planthopper (Bph) and "Milyang 165" as grain quality source. The donor parent, "Milyang64" has been backcrossed three times with recurrent parent, "Milyang165" and selected by the pedigree breeding method. The pedigree of "Donghaejinmi", designated as "Yeongdeog 41" in 2003, was YR21259-B-B-68-1. It has a short culm length with 69 cm and medium-late growth time. This variety is resistant to stripe virus and moderately resistant to leaf blast disease with durable resistance. It also has tolerance to unfavorable environment such as cold, dried wind and storm. Milled rice kernel of "Donghaejinmi" is translucent, clear in chalkness and good at eating quality in panel test. The merit of this variety is high head rice ratio, which is essential element to produce an article of superior quality rice brand. The yield potential of "Donhaejinmi" in milled rice is about 6.05 MT/ha at ordinary fertilizer level of local adaptability test. This cultivar would be adaptable to Yeongnam inland plains and eastern costal area of Yeongnam province.

• Korean Journal of Breeding Science
• /
• v.41 no.4
• /
• pp.515-519
• /
• 2009

"Sangok", is a new japonica rice variety (Oryza sativa L.), which is a midium maturing ecotype developed by the rice breeding team of National Yeongnam Agricultural Experiment Station (NYAES) in 2003. This variety was derived from the cross of Milyang 101/YR8697Acp97 (in 1988/1989 winter) and selected by combination of the bulk and pedigree breeding. The pedigree of Sangokbyeo, designated as Milyang 182 in 2000, was YR12950-B-B-B-19-2-4-2-2. It has about 79cm stature in culm length and is medium maturing. This variety is resistant to bacterial blight ($K_1$, $K_2$, and $K_3$), stripe virus and moderately resistant to leaf blast disease. Milled rice kernels of "Sangok" is translucent, clear in chalkness and good at eating quality in the panel test. The yield potential of "Sangok" in milled rice is about 5.16MT/ha at ordinary fertilizer level of local adaptability test. This cultivar would be adaptable to the southern plain of Korea below the Chungnam province by latitude from ordinary transplanting to transplanting after barley harvest.

• Korean Journal of Breeding Science
• /
• v.41 no.4
• /
• pp.520-524
• /
• 2009

A newly developed rice variety "Pungmi 1" is a japonica rice(Oryza sativa L.) with high grain quality and multi-resistant to diseases. It was developed by the rice breeding team of Yeongnam Agricultural Research Institute (YARI), RDA. in 2004. This variety derived from a cross between "YR13616Acp 1", having short culm and multi-resistance to biotic stresses and "Milyang 122" with good grain quality. It has short stature of 73cm in culm length and mid-early flowering date of Aug. 13. This variety is moderately resistant to leaf blast showing durable resistance of lower 10% diseased leaf araea in sequential planting meothod. Milled rice kernel of "Pungmi 1" is translucent, clear in chalkness and good at eating quality in panel test. Milling recovery and head rice ratios were comparable to Milyang 122, while it has low protein content. The milled rice yield potential of "Pungmi 1" is about 5.59 MT/ha at ordinary fertilizer level of local adaptability test. This cultivar would be adaptable to Yeongnam inland plains and southern coastal areas of Yeongnam province at ordinary transplanting as well as after barly cultivation.