• Journal of the Korean Operations Research and Management Science Society
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• v.36 no.3
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• pp.75-90
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• 2011

Suggesting that endorser fit in print advertising can be subdivided into observable endorser-product fit, unobservable endorser-product fit, and observable endorser-background fit, this study empirically investigates their effects on advertising effectiveness. Undergraduate students participated in the study and evaluated three real advertisements on the items of the fits, the advertising effectiveness, and so on. The advertisements were for a watch, perfume, and women's clothing. Results showed that each of fits had an positive effect on advertising attitude, brand attitude, and purchase intention respectively and the observable endorser-product fit had a more positive effect on such an effectiveness than the unobservable endorser-product fit and the observable endorser-background fit in the majority of cases. It was also found that each of the fits had a tendency to exert relatively greater effects on the advertising effectiveness, especially on the purchase intention, compared to the endorser preference.

• The Journal of the Korea Contents Association
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• v.17 no.4
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• pp.108-118
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• 2017

This study focuses on an effectiveness of socially recommended advertising on social network sites (SNSs) and investigates the impact of three critical factors on SNS advertising effectiveness - reward type for advertising recommenders' intention, product type on advertisements, and tie strength. A $2{\times}2$ factorial design was used to test the interaction effects between the two variables, reward type and product type on advertisements, moderated by tie strength. The results indicate that when participants observe socially recommended advertising, hedonic product ads with non-monetary reward shows the most effectiveness, and reward type and product type are also effective. In the combination of reward type and product type, we have confirmed the regulating factor influencing the effectiveness of social advertising according to the tie strength between the recommenders and the consumers. Strong-tie recommenders have more influence on the effectiveness of the social advertising than weak-tie recommenders. Based on these results, theoretical and practical implications were provided to refine marketing environments on SNSs.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.5
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• pp.784-796
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• 2010

Consumers focus on information about the symbolic meaning of a product for highly involved and emotional products (such as cosmetic products). This study examines the effectiveness of the congruence between cosmetics advertising image and self-image on consumer attitudes. In addition, this study examines two additional moderating effects, which are 'product type' and 'message type'. For the experiment, four advertizing type factorial designs were performed. A total of 320 undergraduate female students in Korea participated in the experiment. This study captured the subjective judgments of consumers on these three comparisons in terms of advertizing attitude, brand attitude, and purchase intention. The results are as follows: First, the greater the self-congruity on cosmetic advertising, then the greater the effectiveness on advertizing attitude. Second, the increased self-congruity on cosmetic advertising did not create greater effectiveness on brand attitude. Third, increased advertizing attitudes on the congruence between cosmetics advertising image and self-image increased the effectiveness on brand attitude. Fourth, increased advertizing attitudes on the congruence between cosmetics advertising image and self-image improved the effectiveness on purchase intention. Fifth, the greater the brand attitude (on the congruence between the cosmetics advertising image and the self-image produced)increased the effectiveness for purchase intention. The results show a significant moderating role of the product type. Marketers can use the results of this study to understand the market of cosmetic products for promotion.

• International Journal of Internet, Broadcasting and Communication
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• v.15 no.4
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• pp.100-106
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• 2023

Bundling has become a general promotion strategy in mobile shopping context. Previous research on bundling has mostly focused on bundle frame or price frame. Even though consumers are searching and purchasing the product in mobile channels, little research has investigated the effects of bundling in mobile shopping. The objectives of this study is to examine how different product image of bundle affects consumer's perception and purchase intention differently, and how brand familiarity moderate this influence. A sample of 140 subjects participated in a within-subjects experiment. A bundling composed of two different product image (a single product vs. bundled products) was evaluated by individuals. Brand familiarity (familiar brand vs. unfamiliar brand) were manipulated to test a set of hypotheses. We found that the effectiveness of bundling does not depend on the type of product image and brand familiarity. The findings of our study provide some implications for researchers and marketers. Although there have been studies on the effects of bundle framing on consumer behavior, we suggest new insights regarding bundling based on product image and mobile shopping context.

• Journal of Korean Society for Quality Management
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• v.43 no.1
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• pp.57-66
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• 2015

Purpose: The purpose of this study is to apply the constrained Bayesian estimation methodology for product quality control process and prove the effectiveness of the product management by comparing with the well-known Bayes estimator through data performance result. Methods: The Bayes and constrained Bayes estimators were produced based on the theoretical background and for confirming the effectiveness of suggested application, the deviation index was defined and calculated for the comparison. Results: The statistical analysis result shows that applying the suggested estimation methodology, that is, constrained Bayes estimator improves the effectiveness of the index with regard to reduce the error by matching the first two empirical moments. Conclusion: Considering the advanced Bayesian approaches such as constrained Bayes estimation for the product quality control process, the newly defined deviation index reduces the error for estimating the parameter histogram which is reflected both location and deviation parameters and furthermore various Bayesian perspective approaches seems to be meaningful for managing the product quality control process.

• Journal of Digital Convergence
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• v.11 no.12
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• pp.145-154
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• 2013

This research draws the factors of managerial performance that was verified by research model and hypothesis after considering research type, factors of performance and research model. The result of this research is as below. Firstly, psychological traits, capabilities of CEO is positively correlated with cost superior tactic and organizational effectiveness Secondly, entrepreneurial capability of CEO is positively correlated with organizational effectiveness for and managerial capability of CEO is positively correlated with cost superior tactic and technical capability of CEO is positively correlated with organizational effectiveness. Thirdly, technical resource is positively correlated with product innovation differentiation tactic, and organizational effectiveness and finance resource is positively correlated with marketing differentiation tactic and organizational effectiveness, and marketing capability is positively correlated with product differentiation tactic, marketing. Fourthly, product innovation-differentiation tactic, marketing differentiation tactic, and cost superior tactic are positively correlated with organizational effectiveness.

• Industrial Engineering and Management Systems
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• v.10 no.2
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• pp.109-114
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• 2011

The number of small and medium enterprises (SMEs), especially those involved with research and development (R&D) programs and employed virtual teams to create the greatest competitive advantage from limited labor are increasing. Global and localized virtual R&D teams are believed to have high potential for the growth of SMEs. Due to the fast-growing complexity of new products coupled with new emerging opportunities of virtual teams, a collaborative approach is believed to be the future trend. This research explores the effectiveness of virtuality in SMEs' virtual R&D teams. Online questionnaires were emailed to Malaysian manufacturing SMEs and 74 usable questionnaires were received, representing a 20.8 percent return rate. In order to avoid biases which may result from pre-suggested answers, a series of open-ended questions were retrieved from the experts. This study was focused on analyzing an open-ended question, whereby four main themes were extracted from the experts' recommendations regarding the effectiveness of virtual teams for the growth and performance of SMEs. The findings of this study would be useful to product design managers of SMEs in order to realize the key advantages and significance of virtual R&D teams during the new product development (NPD) process. This is turn, leads to increased effectiveness in new product development's procedure.

• Knowledge Management Research
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• v.16 no.1
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• pp.193-208
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• 2015

With the rapid growth in the use of digital advertising media among consumers, there is an increasing interest in the utilization of virtual advertising and PPL as an alternative to traditional television advertising. Nonetheless, few studies have compared the effects of these new advertising platforms, still lacking knowledge on their relative effects for maximizing advertising effectiveness. This study, thus, intends to compare virtual advertising and PPL with respect to advertising effectiveness (i.e., consumer evaluations of advertising attributes, brand attitudes, and purchase intentions), controlling for the level of product involvement. An experiment was conducted with a sample of 360 participants and actual ads were used as test stimuli. According to the results, consumers exhibit more favorable evaluations on all the three advertising attributes (i.e., entertainment, informativeness, and irritation) for high-involvement products, whereas, for low-involvement products, virtual advertising is perceived to be more irritating than PPL. In particular, the effect of informational value of virtual advertising on brand attitudes was found to be most significant. In addition, for high-involvement products, virtual advertised products. Advertising practitioners may have to consider these results and fully utilize the advantages of virtual advertising and PPL in order to achieve maximum advertising effectiveness.

• Proceedings of the KSR Conference
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• 2007.11a
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• pp.696-702
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• 2007

The purpose of this paper is to analyze cost-effectiveness of a train simulators. The cost-effectiveness of training program is assessed by multiplying transfer effectiveness ration(TER) by training cost ration(TCR). If their product is less than one, the program is not cost effective. Even if a program is not cost effective, however, safety considerations may be important to consider.

• Fisheries and Aquatic Sciences
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• v.14 no.3
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• pp.230-233
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• 2011

To determine the cost-effectiveness of converting fish waste into liquid fertilizer, this study analyzed the production of 3 L of liquid fertilizer from the fermentation of fish waste. The total product cost of the fertilizer was calculated to be $165.26 for a one-batch operation. If the seed culture was repeated five times, the total product cost could be reduced to $36.39/L. According to this analysis, the reutilization of fish waste as liquid fertilizer was not particularly economically attractive at present, and plant-scale production would be necessary for commercialization. This is the first cost-effectiveness analysis of the bioconversion of fish waste into liquid fertilizer.