• Journal of the East Asian Society of Dietary Life
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• v.16 no.2
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• pp.207-214
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• 2006

The purpose of this study was to examine the impacts of brand personality and employee personality on employee brand identification. The questionnaire developed for this study was distributed to 460 employees in F&B (food and beverage) departments and kitchen of 11 deluxe hotels in Seoul. A total of 398 questionnaires were used for analysis (86.5%) and the statistical analyses were completed using SPSS Win(12.0) for descriptive analysis, reliability analysis, t-test, and regression analysis. The results showed that employee brand identification was stronger at higher position, and also stronger among F&B department employees than among kitchen cooks. In addition, international hotels showed a higher level of employee brand identification than local hotels. Employee brand identification was also affected by hotel brand personality and employee personality. The dimension of 'sincerity' had the strongest effect on brand identification, followed by the dimensions of 'excitement' and 'sophistication'. Especially, when the hotel brand personality was lower than the employee personality at the dimension of 'sincerity', the level of employee brand identification was much lower. Overall, employee brand identification, which is a key factor for successful brand delivery to customer, could be enhanced through strong strategies to improve the brand personality dimensions and enhance employee development.

• Journal of the Korean Society of Food Culture
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• v.21 no.1
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• pp.65-70
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• 2006

The purpose of this study were to measure brand personalities of deluxe hotels in Seoul, and to identify the difference of brand personality between local and international hotels. The questionnaires developed for this study were distributed to 460 employees in kitchen and F&B departments of 11 deluxe hotels in Seoul. A total of 398 questionnaires were used for anaylsis(86.5%) and the statistical analyses were completed using SPSS Win(12.0) for descriptive analysis, reliability analysis and t-test, and AMOS(5.0) for confirmatory factor analysis. The results of this study showed that deluxe hotels have brand personalities relatively strong at 'affection', 'sophistication', 'competence' dimensions, and there was a significant difference by hotel nationality. The brand personality scores of international brand hotels perceived by employees were high at the 'excitement'(p<0.001), 'sophistication'(p<0.001), and 'competence'(p<0.01) dimensions, whereas local hotels were considered more obedient(p<0.01). Overall, it could be a key factor for successful brand management that establish a distinctive brand personality, and a localized brand personality measure will lead to more desirable decision making.

• Journal of Oriental Neuropsychiatry
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• v.23 no.4
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• pp.95-106
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• 2012

Objectives : The purpose of this study is to study the personality traits of Sasang constitutions by comparing the profiles of Temperament and Character Inventory (TCI) and Eysenck Personality Questionnaire (EPQ). Methods : A total of 110 healthy people (20 to 40 years old), except for 2 Taeyangin (TY type), were analyzed; 45 Taeeumin (TE type), 32 Soyangin (SY type), and 31 Soeumin (SE type). A Sasang constitutional medicine specialist diagnosed the Sasang constitution after analyzing the result of a Two Step Questionnaire for Sasang Constitution Diagnosis (TS-QSCD), the external appearance, temperament and symptoms. The dimensions of TCI and EPQ were compared among the different Sasang constitutions, using an analysis of variance, and correlations between TCI and EPQ were analyzed by a Pearson correlation method. Results : Among the four temperament dimensions of TCI, SY type showed a significantly higher score than the SE type in Novelty Seeking. SE type showed significantly higher score than TE and SY type in Harm Avoidance. SY type showed significantly higher score than SE type in Reward Dependence. TE and SY type showed significantly higher score than SE type in Persistence. There were no significant differences in the character dimensions of Self-directness, Cooperativeness and Self-Transcendence. Among the seven dimensions of EPQ, TE and SY type showed significantly higher score than SE type in Extraversion. SE type showed significantly higher score than SY type in Lie. SY type showed significantly higher score than TE and SE type in Impulsiveness. Conclusions : The results demonstrated that there are some significant differences of personality traits among Sasang constitutions. This could help diagnose and understand each Sasang constitution.

• The Journal of Asian Finance, Economics and Business
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• v.5 no.3
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• pp.65-72
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• 2018

The purpose of this paper is to understand the influence of country personality dimensions and product involvement on European consumers purchase and visit intentions, considering the Portuguese context. The increasing economic globalisation has resulted in the reducing of trade barriers between nations and the availability of more foreign products and services across borders. Therefore, the place associations of these products and services might be regarded as a potential competitive differentiator in their respective markets. Despite the proliferation of literature devoted to assessing the effects of country-of-origin, the symbolic dimension of a country's image remains understudied. A questionnaire measuring country personality dimensions, product involvement, and consumer's purchase and visit intention was passed on a sample of 335 European consumers. Country personality indeed matters both positively and negatively. Findings show that while assiduousness positively influences consumer's visit intentions, wickedness has a negative influence on consumer's purchase intentions. Findings also reveal that product involvement has a positive significant influence on consumer's purchase and visit intentions. On developing marketing strategies, international marketers and governmental decision-makers should consider product involvement attributes and specific country personality traits to provide the country's products with a competitive edge, as well as to promote the country as a travelling destination.

• Journal of the Korea Fashion and Costume Design Association
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• v.14 no.4
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• pp.43-61
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• 2012

This research aims to examine the impact of store personality and service quality on the customers' intention of revisiting the department store and their intention of recommendation to others. The participants were women in their 20s to 50s with experiences of purchasing apparel from major department stores. A total of 324 survey responses were used for the final analysis. The data were analyzed using factors analysis, reliability analysis, and multiple regression analysis with PASW 18.0. The results were as follows. First, the department store personality was composed of 3 factors; prestige, passion, sincerity. Service quality factors were defined as tangibility, responsiveness, and empathy. Second, the three dimensions of brand personality-prestige, passion and sincerity turned out to be influential factors affecting the customers' revisiting intention and recommendation intention. Also, tangibility and responsiveness of service quality factors had a significant influence on their revisiting intention, whereas tangibility, responsiveness and empathy factors had a significant influence on their recommendation intention. Third, the sub-dimensions of store personality and service quality had a different influence on the customers' revisiting intention and recommendation intention according to the department store brand.

• Journal of Oriental Neuropsychiatry
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• v.26 no.2
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• pp.131-142
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• 2015

Objectives: The purpose of this study is to evaluate the personality traits and cognitive characteristics of the Sasang constitution by comparing the Eysenck Personality Questionnaire (EPQ), Temperament and Character Inventory (TCI), Continuous Performance Test (CPT) and Stroop Test. Methods: One hundred and six healthy subjects (age 20 to 40) were analyzed; 45 Taeeumin, 30 Soyangin and 31 Soeumin. The Sasang constitution was diagnosed by a sasang constitutional medicine specialist based on the results of a Two Step Questionnaire for Sasang Constitution Diagnosis (TS-QSCD), the external appearance, temperament and symptoms. The results of the EPQ, TCI, CPT and Stroop Test were compared between Sasang constitutions. Results: Among the seven dimensions of EPQ, Taeeumin and Soyangin scored significantly higher than Soeumin in Extraversion. Soyangin scored significantly higher than Soeumin in Impulsiveness. Among the four temperament dimensions of TCI, Taeeumin and Soyangin scored significantly higher than Soeumin in novelty seeking, reward dependence and persistence. Soeumin scored significantly higher than Taeeumin and Soyangin in harm avoidance. Among the three character dimensions of TCI, Soyangin scored significantly higher than Taeeumin in self transcendence. The results for CPT showed no significant differences between sasang constitutions. Taeeumin had a significantly higher color score in the stroop test than Soeumin. Conclusions: The personality tests showed significant differences between Sasang constitutions, but the neuropsychological test did not show any differences. Further studies should be performed to identify neuropsychological differences between Sasang constitutions.

• International Journal of Computer Science & Network Security
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• v.22 no.11
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• pp.265-271
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• 2022

Social media is a form of communication based on the internet to share information through content and images. Their choice of profile images and type of image they post can be closely connected to their personality. The user posted images are designated as personality traits. The objective of this study is to predict five factor model personality dimensions from profile images by using deep learning and neural networks. Developed a deep learning framework-based neural network for personality prediction. The personality types of the Big Five Factor model can be quantified from user profile images. To measure the effectiveness, proposed two models using convolution Neural Networks to classify each personality of the user. Done performance analysis among two different models for efficiently predict personality traits from profile image. It was found that VGG-69 CNN models are best performing models for producing the classification accuracy of 91% to predict user personality traits.

• The Research Journal of the Costume Culture
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• v.26 no.3
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• pp.427-449
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• 2018

The current study aimed to segment Mongolian female consumers based on luxury consumption values and to compare lifestyle, demographic characteristics, purchase behavior, and perceived brand personality among the segments. The survey was administered to consumers who had purchased luxury products in Ulaanbaatar, Mongolia. A total of 184 surveys were used for data analysis. Exploratory factor analysis revealed five luxury values: quality value, hedonic value, conspicuous value, social value, and unique value. Using the five luxury values, clustering analysis was conducted, showing that there were four distinct segments: passive shoppers, showoffs, rational value groups, and hedonists. ANOVAs and chi-square analyses revealed that these four segments differed in consumption values, demographic characteristics, lifestyle dimensions (including appearance consciousness, leisure orientation, life enjoyment, and achievement orientation), and purchase behavior (including purchase frequency, price of products purchased, and product selection criteria). Moreover, value segments showed differences in five dimensions of luxury brand personality: sincerity, professionalism/attractiveness, excitement, materialism, and sophistication. The results suggest that consumption values serve as a significant basis for segmentation. Furthermore, the current study indicates that value segments can be described as consumers' perceived brand personality. The study concludes with a discussion of the results, theoretical and practical implications, and limitations.

• Science of Emotion and Sensibility
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• v.10 no.3
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• pp.343-354
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• 2007

Two experiments were carried out in order to investigate the influence of Ring-Back-Tone(RBT) music on the evaluation of the phone-call receiver's personality in dimensions of Openness, Extroversion, and Neuroticism. In a preliminary experiment, the subjects listened to 17 RBT music stimuli in random order and assessed the personality associated with liking for each music using the 12 personality traits(N=15). Among the 17 RBTs, three were selected to be used in main experiment and they were distinguished from each other in terms of the tree personality dimensions(p<0.001). In main Experiment, it was hypothesized that the evaluation of phone-call receivers' personalities would be influenced by the personality of RBT music. Therefore, in the main experiment, the subjects were divided into four groups and each listened to one of the three RBTs or to a plain ringing tone(control group) until the receiver(the experimenter) answered the call. After interviewing the receiver, subjects evaluated her personality using the 12 traits. The empirical results provide evidence that the RBT influences the judgment of phone-call receiver's personality in terms of the three personality dimensions(p<0.001), supporting the hypothesis. In addition, it is found that there is a positive correlation between the personalities of RBT music and the phone-call receivers' personalities elaborating the affirmative result for the hypothesis(r=0.753, openness, p<0.01, r=0.753, extroversion, p<0.01; r=0.265, neuroticism).

• Journal of Families and Better Life
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• v.10 no.2
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• pp.145-161
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• 1992

The purpose of this study are to identify dimensions of leisure motivation of urban housewives. to segment hose wives according to their leisure motivation type and to find out the characteristics of each group. Sample of survey are 574 married women under age 60 living in Seoul. data collected by questionnaire and interview were analyzed through statistical method including factor analysis. ANOVA, Duncan test, MCA and cluster analysis etc. Major finding are as follows; 1) Urban housewives' motivation for leisure activity is composed of self-developmental, relaxatonal, social, family-oriented and imitational dimensions. 2) Main determinants of wives' leisure motivation are their age, education, job, stage in family life cycle. number of family members and household income. Their Sex role personality traits also have effect. 3) The urban housewives' leisure motivation is strongly correlated with their participation in leisure activity. 4) According to the factor scores of each motivation dimensions, subjects can be grouped to 4 typed by use of cluster analysis technique. They were named as Leisure-Indifferent type, Little-Leisure-Seekers. Passive-Leisure-Seekers and Active-Leisure-Seekers. Each of these groups showed different features in socio-demographic factors. different personality traits, and different leisure behavior. For and urban housewife, the most important need for leisure is developing herself. Rest. social life and family are important for leisure, too. Imitation is another reason. Groups with different combination of leisure motivation seem to have different resource and personality. These results have implication for futuer leisure plan for them.