• Asia Marketing Journal
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• v.11 no.4
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• pp.69-93
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• 2010

In this research, through experiments, we show that incongruity of color between mediums has positive influence on brand attitude in terms of integrated management of brand. We also present that self-image congruence of 'brand-consumer' has moderating effect on such influence of color incongruity. Mediums were limited to the ones that magnifying visual influence in order only to observe influence of color. With the same reason, visual factors other than color were coherently set or held constant and we chose brands with either low familarity or no previous knowledge. As a result, we find that brand attitude by the incongruity of color between mediums was higher compared to brand attitude by the congruence of color. In case with lower self-image congruence of brand-consumer we show higher change in attitude compared to the one with higher self-image congruence of brand-consumer. We believe our findings are interesting to note that brand may be enhanced by forming positive brand attitude through brand expression i.e., color of visual factors. In addition, we suggest that level of congruence and diversity of brand expression is in fact deeper or wider than that of brand manager's intuition. We see that it is possible for studying brands the incongruity which has been studied as a strategy to reposition mature brands can be a way of improving the recognition on new brands.

• Fashion & Textile Research Journal
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• v.17 no.3
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• pp.382-391
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• 2015

People are exposed to diverse images and naturally find images to express themselves to others for personalsatisfaction. They present ideal images that they desire to obtain or actual images that they already have. People find differences between ideal images and actual images as well astry to overcome differences by managing appearance or purchasing fashion items. The congruence between real and ideal self-images and perceived body images stimulate clothing involvement or consumer confidence to influence fashion innovativeness and fashion opinion leadership. Fashion leaders are known for confidence when making buying decisions on new fashion products and are more likely to influence other consumers to buy new items. This study useda structural equation model to understand the influence of perceived self and body image on clothing involvement and consumer confidence as well as define how perceived images influence fashion leadership through clothing involvement and consumer confidence. The results of this study indicated that self-image congruence has a positive impact on social body image and personal body image. A positive influence of perceived body image on clothing involvement and consumer confidence was also detected. Fashion opinion leadership could be explained by clothing involvement and consumer confidence; however, fashion innovativeness could only be explained by consumer confidence.

• The Journal of Asian Finance, Economics and Business
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• v.9 no.6
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• pp.95-104
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• 2022

This study investigates the complex mechanism of work-family conflict affecting counterproductive behavior of employees based on resource conservation theory and 417 valid samples by using polynomial regression and response surface analysis. Counterproductive work behavior refers to any intentional behavior of an individual that has potential harm to the legitimate interests of the organization or its stakeholders. Results show that first, work-to-family conflict (WFC) and family-to-work conflict (FWC) had four matching types. Compared with "high WFC-low FWC," "low WFC-high FWC" and "low WFC-low FWC" matching conditions, the employee self-control resource depletion and counterproductive work behavior (CWB) are at their highest under "high WFC-high FWC" congruence matching condition. Second, the joint effect of WFC and FWC has a U-shaped relationship with counterproductive behavior. Compared with the "high WFC-low FWC" match state, the level of CWB in the "low WFC-high FWC" match state is higher. Third, the depletion of self-control resources played a mediating role in the effect of WFC on counterproductive behavior. Fourth, emotional intelligence moderated the relationship between the congruence of WFC and FWC and self-control resource depletion. Emotional intelligence was higher, and the positive relationship between the congruence of WFC and FWC and self-control resource depletion was weaker.

• Journal of Distribution Science
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• v.17 no.2
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• pp.77-89
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• 2019

Purpose - This study presents the relationships between parent brand-self image congruence, parent brand -functional congruity, perceived fit between parent brand and extension product, and consumer's attitude toward extension product using the structural equation model. As for preceding concepts having a direct effect on consumer's attitude toward brand extension, the study focuses on parent brand-self image congruence and parent brand-functional congruity. It also looks at the effect of parent brand-self image congruence and parent brand-functional congruity on the consumer's attitude toward extension product and identifies if the perceived fit between parent brand and extension product is a concept playing a mediating role between parent brand-self image congruence or parent brand-functional congruity and consumer's attitude toward brand extension product. Research design, data, and Methodology - SPSS for Windows 18.0 and AMOS 18.0 were used for data analysis. Then, the Cronbach's α coefficient was obtained using SPSS for Windows 18.0 to measure reliability. In addition, the convergence and discriminative measures of the measured items were statistically verified using AMOS 18.0. Finally, we have validated a path model and a parameter model in which brand personality-self-matched attitude toward brand extension. Results - Studies have shown that the impact of parent brand-self image consistency and parent brand-functional consistency on the attitude of extended products was positive. Perceived fit between parent brand and extension products has been shown to play a role of intermediary between parent brand-self image congruence and consumer attitudes to extended products. However, perceived fit between parent brand and extension products did not play a role as intermediary between the parent brand-functional congruity and the attitude toward the extended product. Finally, in relation to the causal relationship between parent brand-congruity (self image/functionality) and attitudes to extended products. The effect of parent brand-functional coherency on attitudes toward extended products was found to be greater in groups with higher involvement than in those with lower involvement. Conclusions - Although few studies have been done on what variables mediated when parent brand-self image consistency and parent brand-functional coherency affect consumer attitude, this paper is significant in finding whether perceived fitness between the parent brand-congruity and the extension product is mediated.

• The Journal of the Korea Contents Association
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• v.15 no.7
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• pp.389-402
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• 2015

Due to tough competition among social network services, technological specification alone could not be an adoption factor by the users. Instead, emotional factors such as a brand image and feeling towards an SNS brand became important factors in service differentiation. This study examined Korean young users perception of brand personalities of three social network services, Facebook, Kakao Story, and Band. It also analyzed the influence of the perception of brand personality, brand-self-image congruence, and brand affect on brand recommendation to others. The authors conducted a survey of Korean college students. The results indicate that SNS users perceived three SNS's brand personalities differently, and the positive perception of an SNS service has a positive effect on brand recommendation. Brand personality, brand-self-image congruence, and brand affect combined determine brand recommendation. When the brand personality variable is statistically controlled, brand affect has strong effect on brand recommendation.

• Korean Journal of Child Studies
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• v.13 no.2
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• pp.251-272
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• 1992

The purpose of this study is to investigate the relationships among the beliefs of parents and children, children's cognitive and emotional behavior based on cognitive and interreactionary approach models. The Subjects were 138 children (68 eight-year-olds and 70 eleven-year-olds) and their parents. Instruments used in this study were the modified Family Belief Interview Schedule(Alessandri & Wozniak, 1987), the Standard Achievement Test, and Harter's Perceived Competence Scale. Data analysis was by Pearson's r product moment correlation, two-way ANOVA, Fisher-Z test and Student-Newman-Keuls post-hoc test. The major findings are as follows: (1) The beliefs of parents and children has a significant influence children's perception of competence. (2) The congruence of parents' and children's beliefs was hightest in "assumed similarity". (3) Mother's positive view of their children and congruence of mother's and father's beliefs were correlated with children's academic achievement. Parents' positive beliefs and congruence of beliefs were also correlated with children's self-perception of competence.

• Journal of Korea Society of Digital Industry and Information Management
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• v.4 no.3
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• pp.103-114
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• 2008

This study is to find a foundation of building customer's attachment to internet site and understand the structural cause and effect relationship between customer's attachment and trust ; Once being formated attachment to internet-site, become Trust on the internet-site. Empirical study have been carried out by using structural equation model to find those relationship and the result and its implication are following. First, Customer's self-image Congruence have an influence on attachment to internet site and as origin nature, secure attachment is also one of critical foundations of attachment to the site. Second, Customer's activities for community have an effect on the attachment significantly but interaction between customer and the site have tiny effect on love to the site. Third, the love to the site could be one of critical elements to perceive the trust to the site but only interested in the site wouldn't effect on the trust. Except for those elements mentioned above, as a foundation of building the attachment, interaction and self-image congruence have directly effect on the trust.

• Journal of the Korean Home Economics Association
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• v.32 no.1
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• pp.119-132
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• 1994

The purpose of this study was to investigate children's self-perceptions of social competence in three different levels of peer status and to determine the degree of congruence between children's perceptions and teachers' ratings of social competence. The subjects were 46 bpys and 44 girls identified as popular neglected and rejected by peers in preschool and in first and second grades. A sociometric test was used to identify children's peer status. Children's self-perceptions were assessed by the social Competence Scale for Young Children and teachers' assessment of children's competence was collected by a rating scale. The data were analyzed by 3-way ANOVA 2-way MANOVA for repeated measures and pearson product-moment correlations. The results showed that children's self-perceptions of social competence were generally positive and not significantly different by peer status and grade level in three of the four domains. For the maternal acceptance domain the degree of acceptance perceived by neglected group decreased with grade while those of popular children increased. The degree of congruence between children's perceptions and teachers' ratings were different by peer status. Popular children's estimation of their social competence was more congruent with teachers but neglected and rejected children overestimated their competence.

• Journal of the Chungcheong Mathematical Society
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• v.9 no.1
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• pp.123-128
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• 1996

This paper is to study the regular $^*$ semigroup, to define the self-involutive semi-group, to introduce the properties of the self-involutive semigroup, and to generalize the maximum idempotent-separating congruence which was found by conditioning self-involutive semigroups.

• Fashion & Textile Research Journal
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• v.17 no.3
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• pp.392-404
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• 2015

This study investigated how the image exaggeration influence consumer attitude toward product in mobile shopping. Image exaggeration was manipulated by adding light effects on image and adjusting the width for slender mirror effect. Subjects were randomly allocated to four mock-mobile website stimuli. The overall results showed that the image exaggeration had negative effect on product attitude mediated by diagnositicity. First, the mediation effect of diagnositicity between exaggeration and product attitude was tested by bootstap method. The diagnositicity fully mediated between two variables and exaggeration had negative total effect on diagnositicity. The image exaggeration had no direct effect on product attitude. Second, to test the moderating effect of image congruence between the image exaggeration and diagnositicity, conditional indirect effect of diagnositicity was analyzed. As a result, the moderating effect of image congruence was significant. When consumers perceived high self-image congruence with picture image on mobile website, the exaggeration had no negative effect on product attitude. This indicates self-image congruence counteracts the negative effect of the exaggeration on diagositicity. And the moderating effect of image aesthetics between the image exaggeration and product attitude was examinated by the conditional direct effect model. The analysis found that image aesthetics had significant moderating effects particularly on high or low levels of aesthetics. When image aesthetics was perceived as high, image exaggeration had negative effect on product attitude, whereas image aesthetics was low, image exaggeration had positive effect on product attitude. This result indicated that the positive exaggeration effects existed when images were aesthetically appealing.