• Title/Summary/Keyword: time history samples

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(U-Th)/He Dating: Principles and Applications ((U-Th)/He 연령측정법의 원리와 응용)

  • Min, Kyoung-Won
    • The Journal of the Petrological Society of Korea
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    • v.23 no.3
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    • pp.239-247
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    • 2014
  • The (U-Th)/He dating utilizes the production of alpha particles ($^4He$ atoms) during natural radioactive decays of $^{238}U$, $^{235}U$ and $^{232}Th$. (U-Th)/He age can be determined from the abundances of the parent nuclides $^{238}U$, $^{235}U$ and $^{232}Th$ and the radiogenic $^4He$. Because helium is one of the noble gases (non-reactive) with a relatively small radius, it diffuses rapidly in many geological materials, even at low temperatures. Therefore, ingrowth of $^4He$ during radioactive decay competes with diffusive loss at elevated temperatures during the geologic time scale, determining the amount of $^4He$ existing today in natural samples. For example, He diffusion in apatite is known to be very rapid compared to that in most other minerals, causing a significant diffusive loss at ${\sim}80^{\circ}C$ or higher. At ${\sim}40^{\circ}C$, He diffusion in apatite becomes slow enough to preserve most $^4He$ in the sample. Thus, an apatite's (U-Th)/He age represents the timing when the sample passed through the temperature range of $80-40^{\circ}C$. The crustal depth corresponding to this temperature range is called a "partial retention zone." Normal closure temperatures for a typical grain size and cooling rate are ${\sim}60-70^{\circ}C$ for apatite and ${\sim}200^{\circ}C$ for zircon and titanite. Because the apatite He closure temperature is lower than that of most other thermochronometers, it can provide critical constraints on relatively recent or shallow-crustal exhumation histories.

A Scientific Study of Roof Tiles in Joseon Dynasty from Dongdaemoon Stadium (동대문운동장유적 출토 조선시대 기와의 특성 연구)

  • Chung, Kwang-Yong
    • Korean Journal of Heritage: History & Science
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    • v.45 no.3
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    • pp.160-173
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    • 2012
  • Roofing tile research conducted in Korea so far is mostly related to studies on roofing tile patterns excavation report on the roof tile klin site in the aspects of archeology architecture and history of art. There have been continuous studies on kiln ground and manufacture techniques of roofing tiles. However it is difficult to find roofing tiles research based on scientific experiments. The research on this paper performs physical and chemical experimental study to understand order, manufacturing techniques and other characteristics of Chosun Dynasty roofing tiles excavated in Dongdaemun stadium. As for physical experimental study water absorption, specific gravity, whole-rock Magnetic susceptibility rate and Differential Thermal Analysis are conducted. As for chemical experimental study, neutron activation analysis(NAA), microstructure observation, X-ray diffractometry(XRD) analysis are conducted. Result of neutron activation analysis and statistical analysis on piece of roof tile 22 samples clearly show that the roofing tile samples are from different time line and places. It also shows different composition when compare average value of rare earth resources per findspots. It means roofing tiles were manufactured from clay mineral from several places. Close inspection using XRD and polarization microscope reveals that main components of roofing tiles are quartz and felspar. Mica and Illite are found partially. XRD analysis shows mullite mineral composition which occurs when roofing tile is calcined around $1000^{\circ}C$. Differential thermal analysis shows gradual exothermic peak near $900^{\circ}C$. Based on these results, it is assumed that roofing tile is made at $900{\sim}1000^{\circ}C$. result of XRD analysis shows mullite were made near $1000^{\circ}C$. in Differential Thermal Analysis shows gradual exothermic peak near $900^{\circ}C$. this results shows that roof tiles were made near 900~1000 near $1000^{\circ}C$ mean value of whole-rock Magnetic susceptibility rate. When performed comparative analysis using whole-rock Magnetic susceptibility rate average value, findspots provided no certain classification to arrange. Nonetheless low whole-rock Magnetic susceptibility rate 0.2~0.78(${\times}103$ SI unit) is found when roofing tile patterns are Pasangmun, Taesangmun, Eosangmun, Kyukjamun, Heongsunmun. Overall absorptivity is 14~21%. It is similar to 14~18% of roofing tile from Chosun Dynasty. There is only 1.4~2.5g/cm3 of roof tile sample specific gravity. The analysis finds no difference in specific gravity by findspots.

Studies on Ancylostomiasis I. An Experimental Study on Hookworm Infection and Anemia (구충증(鉤蟲症)에 관(關)한 연구(硏究) 제1편(第1篇) 구충(鉤蟲)의 감염(感染) 및 구충성빈혈(鉤蟲性貧血)에 관(關)한 고찰(考奈))

  • Lee, Mun-Ho;Kim, Dong-Jip;Lee, Jang-Kyu;Seo, Byong-Sul;Lee, Soon-Hyung
    • The Korean Journal of Nuclear Medicine
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    • v.1 no.1
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    • pp.55-66
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    • 1967
  • In view of its prevalence in the Far East area, a more detailed knowledge on the hookworm infection is one of the very important medical problems. The present study was aimed to; determine the infectivity of the artificially hatched ancylostoma duodenale larvae in man after its oral administration, evaluate the clinical symptomatology of such infection, determine the date of first appearance of the ova in the stool, calculate the blood loss per worm per day, assess the relation-ships between the ova count, infectivity(worm load), blood loss and severity of anemia. An erythrokinetic study was also done to analyse the characteristics of hookworm anemia by means of $^{59}Fe\;and\;^{51}Cr$. Materials and Methods Ten healthy male volunteers(doctors, medical students and laboratory technicians) with the ages ranging from 21 to 40 years were selected as the experimental materials. They had no history of hookworm infection for preceding several years, and care was taken not to be exposed to reinfection. A baseline study including a through physical examinations and laboratory investigations such as complete blood counts, stool examination and estimation of the serum iron levels was done, and a vermifuge, bephenium hydroxynaphoate, was given 10 days prior to the main experiment. The ancylostoma duodenale filariform larvae were obtained in the following manner; The pure ancylostoma duodenale ova were obtained from the hookworm anemia patients and a modified filter paper method was adopted to harvest larger number of infective larvae, which were washed several times with saline. The actively moving mature larvae were put into the gelatine capsules, 150 in each, and were given to the volunteers in the fasting state with 300ml. of water. The volunteers were previously treated with intramuscular injection of 15mg. of chlorpromazine in order to prevent the eventual nausea and vomiting after the larvae intake. The clinical symptoms and signs mainly of the respiratory and gastrointestinal tracts, appearance of the ova and occult blood in the stool etc. were checked every day for the first 20 days and then twice weekly until the end of the experiment, which usually lasted for about 3 months. Roentgenological survey of the lungs was also done. The hematological changes such as the red blood cell, white blood cell and eosinophil cell counts, hemoglobin content and serum iron levels were studied. The appearance of the ova in the stool was examined by the formalin ether method and the ova were counted in triplicate on two successive days using the Stoll's dilution method. The ferrokinetic data were calculated by the modified Huff's method and the apparent half survival time of the red blood cells by the modified Gray's method. The isotopes were simultaneously tagged and injected intravenously, and then the stool and blood samples were collected as was described by Roche et al., namely, three separate 4-day stool samples with the blood sample drawing before each 4-day stool collection. The radio-activities of the stools ashfied and the blood were separately measured by the pulse-height analyser. The daily blood loss was calculated with the following formula; daily blood loss in $ml.=\frac{cpm/g\;stool{\times}weight\;in\;g\;of\;4-day\;stool}{cpm/ml\;blood{\times}4}$ The average of these three 4-day periods was given as the daily blood loss in each patient. The blood loss per day per worm was calculated by simply dividing the daily blood loss by the number of the hookworm recovered after the vermifuge given twice a week at the termination of the experiment. The iron loss in mg. through the gastrointestinal tract was estimated with the daily iron loss in $mg=\frac{g\;Hgb/100ml{\times}ml\;daily\;blood\;loss{\times}3.40}{100}$ 3.40=mg of iron per g Hgb following formula; Results 1. The respiratory symptoms such as cough and sputum were noted in almost all cases within a week after the infection, which lasted about 2 weeks. The roentgenological findings of the chest were essentially normal. A moderate degree of febril reaction appeared within 2 weeks with a duration of 3 or 4 days. 2. The gastrointestinal symptoms such as nausea, epigastric fullness, abdominal pain and loose bowel appeared in all cases immediately after the larvae intake. 3. The reduction of the red blood cell count was not remarkable, however, the hemoglobin content and especially the serum iron level showed the steady decreases until the end of the experiment. 4. The white blood cells and eosinophil cells, on the contrary, showed increases in parallel and reached peaks in 20 to 30 days after the infection. A small secondary rise was noted in 2 months. 5. The ova first appeared in the stool in 40. 1 days after the infection, ranging from 29 to 51 days, during which the occult blood reaction of the stool became also positive in almost cases. 6. The number of ova recovered per day was 164, 320 on the average, ranging from 89,500 to 253,800. The number of the worm evacuated by vermifuge was in rough correlation with the number of ova recovered. 7. The infectivity of ancylostoma duodenale was 14% on the average, ranging from 7.3 to 20.0%, which is relatively lower than those reported by other workers. 8. The mean fecal blood loss was 5.78ml. per day, with a range of from 2.6 to 11.7ml., and the mean blood loss per worm per day was 0.30ml., with a range of from 0.13 to 0.73ml., which is in rough coincidence with those reported by other authors. There appeared to exist, however, no correlation between the blood loss and the number of ova recovered. 9. The mean fecal iron loss was 2.02mg. per day, with a range of from 1.20 to 3.89mg., which is less than those appeared in the literature. 10. The mean plasma iron disappearance rate was 0.80hr., with a range of from 0.62 to 0.95hr., namely, a slight accerelation. 11. The hookworm anemia appeared to be iron deficiency in origin caused by continuous intestinal blood loss.

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Distribution and Bacteriological Characteristics of Vibrio vulnificus (Vibrio vulnificus 균의 분포 및 세균학적 특성)

  • CHANG Dong-Suck;SHIN Il-Shik;CHOI Seung-Tae;KIM Young-Man
    • Korean Journal of Fisheries and Aquatic Sciences
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    • v.19 no.2
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    • pp.118-126
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    • 1986
  • Vibrio vulnificus is a recently recognized halophilic organism that nay cause serious human infections. Patients infected with V. vulnificus often have a history of exposure to the sea, suggesting that the organism may be common inhabitant of marine environment. The purpose of this experiment is to investigate the distribution and bacteriological characteristics of V. vulnificus. The strain used in this experiment was isolated from sea water and sea products such as common octopus (Octopus variabilis), ark shell (Anadara broughtonii), blue crab (Ericheir japonica), and sea squirt (Synthia roretzi) collected in Pusan area from July to October in 1985. V. vulnificus was frequently isolated in August when temperature of sea water was around $26^{\circ}C$ and rarely isolated in October when temperature of sea water was around $18.5^{\circ}C$. The distinctive biochemical characteristics of V. vulnificus were ONPG hydrolysis positive and fermented lactose and not grown in peptone water contained $8\%$ NaCl. The optical density at 660 nm of the growth of V. vulnificus was reached maximum level after 8 hours of culture at $35^{\circ}C$ in brain heart infusion broth but that of V. vulnificus was little increased at $15^{\circ}C$ for 14 hours. Optimum temperature and pH for the growth of V. vulnificus were around $35^{\circ}C$ and 8.0. The specific growth rate and the generation time of V. vulnificus isolated from the samples were $1.21\;hr^{-1}$, 34 min at $35^{\circ}C$ and $0.61\;hr^{-1}$, 69 min at $25^{\circ}C$, respectively. V. vulnificus did not grow on eosin-methylene-blue agar, salmonella-shigella agar, deoxycholate agar but grew well on Endo agar, xylose-lysine-deoxycholate agar and hektoen enteric agar. On Endo agar, the colonies of V. vulnificus were red and achieved a diameter of 2 to 4 mm as a feature enabling differentiation of V. vulnificus from other Vibrio spp. V. vulnificus grow well on TCBS agar forming green colonies. V. vulnificus refrigerated at $4^{\circ}C$ exhibited a linear decline of its viablity as 1 log cycle in every 16 hours storage, while V. vulnificus freezed at $-18^{\circ}C$ almost became extinct.

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Relationship between cord blood level of IL-12 in preterm newborns and development of wheezing (34주 미만 미숙아 제대혈청 내 interleukin-12 농도와 영아기 천명 발생과의 관계)

  • Yu, Hyo Jung;Park, Eun Ae;Kim, Ji Young;Cho, Soo Jin;Kim, Young Ju;Park, Hye Sook;Ha, Eun Hee
    • Clinical and Experimental Pediatrics
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    • v.51 no.7
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    • pp.754-759
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    • 2008
  • Purpose : Abnormal activation patterns of Th1/Th2-cells have been suggested to increase the prevalence of allergic diseases. Prevention is regarded as an important corner stone in the management of allergic diseases. In this study, we have investigated the relationship between cord blood levels of IL-4, IL-10, and IL-12 in preterm newborns and the development of allergic respiratory diseases in infancy Methods : Forty-six preterm newborns born at the Ewha Womans University Mokdong Hospital between January 2003 and July 2005, were enrolled for this study, and consent was obtained to test their cord blood samples. Clinical history was obtained from the hospital records. Cord blood was obtained at birth and kept frozen until it was tested. The levels of IL-4, IL-10, and IL-12 were determined by enzyme-linked immunosorbent assay (ELISA). Results : All infants were followed-up for a median of $16.0months{\pm}13.2d$ (range, 12.0 to 36.0 months). Eighteen infants who developed wheezing showed lower cord blood levels of IL-12 ($366.60{\pm}140.40$ vs $435.09{\pm}91.20pg/mL$, P=0.009). Cord blood levels of IL-4 and IL-10 showed no significant difference between the two groups. Four newborns who later developed asthma, and infants with asthma showed lower IL-12 level in the cord blood than other groups. Conclusion : Lower concentration of cord blood levels of IL-12 in newborns who later developed wheezing and asthma suggested that they had abnormal activation patterns of Th1/Th2-cells at the time of birth, and cord blood IL-12 level can be used as a predictor of allergic respiratory diseases.

K-Ar Ages of Dinosaur Egg Nest found in Cretaceous Formation of Aphaedo, Jeollanam-do, Korea (전라남도 압해도 백악기층에서 발견된 공룡알 둥지의 K-Ar 연대)

  • Rhee, Chan-Young;Kim, Bo-Seong;Kim, Myung-Gee;Kim, Cheong-Bin
    • Journal of the Korean earth science society
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    • v.33 no.4
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    • pp.329-336
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    • 2012
  • In September 2009, a perfectly preserved fossil of a dinosaur egg nest was discovered in the Cretaceous formations of the Aphaedo area in Shinan, Jeollanam-do, South Korea. In order to estimate the age of dinosaur eggshells and the depositional age of the Cretaceous sediments in Aphaedo area, a whole-rock K-Ar dating was carried out on volcanic pebbles showing a sedimentary structure contemporaneous with the Aphaedo strata, acidic tuffs overlaying the strata conformably, and acidic dike rocks intrude to both of them. Volcanic rocks observed in the strata are 3-20 cm in diameter as pebbles found in lenticular conglomerate and pebble bearing mudstone strata. K-Ar whole-rock dating was performed on six different volcanic pebbles which show a sedimentary structure contemporaneous with the dinosaur egg nest contained in the strata, and all samples show Late Cretaceous ages: Cenomanian ($97.6{\pm}1.9$Ma), Coniacian ($87.6{\pm}1.7$ Ma), Santonian ($84.5{\pm}1.7$Ma) or Campanian ($82.5{\pm}1.6$, $77.3{\pm}1.5$, $75.7{\pm}1.5$ Ma). The K-Ar whole-rock age of acidic tuffs overlaying the Cretaceous formation conformably was estimated to be Campanian ($79.2{\pm}1.6$ or $77.3{\pm}1.5$Ma), when the dating was carried out under the same conditions. The acidic dike intruding both Cretaceous formation and acidic tuff showed a K-Ar whole-rock age of $70.9{\pm}1.4$Ma (Campanian). Therefore, the depositional age of the Cretaceous formation in the Aphaedo area and the time when dinosaurs lived in the study area are considered to be 77-83 Ma. Such results indicate that the ages of dinosaur eggshells from Aphaedo area can be correlated with the ages of the Seonso Formation (81Ma) with dinosaur egg nest fossils and the Uhangri Formation (79-81Ma) with dinosaur, pterosaur and web-footed bird tracks.

Comparison of Clinical Characteristics between Pulmonary Tuberculosis Patients with Extensively Drug-resistance and Multi-drug Resistance at National Medical Center in Korea (국립의료원에 내원한 광역내성 폐결핵 환자와 다제내성 폐결핵 환자의 임상적 특성 비교)

  • Kim, Chong Kyung;Song, Ha Do;Cho, Dong Il;Yoo, Nam Soo
    • Tuberculosis and Respiratory Diseases
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    • v.64 no.6
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    • pp.414-421
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    • 2008
  • Background: Recently, in addition to multi-drug resistant tuberculosis (MDR-TB), extensively drug-resistant tuberculosis (XDR-TB) has become rapidly growing public health threat. This study examined the clinical differences between pulmonary TB patients with extensively drug resistance (XDR) and multi-drug resistance (MDR) at the National Medical Center in Korea in order to determine the clinical characteristics associated more with XDR-TB than MDR-TB. Methods: Patients who received a diagnosis of culture-confirmed pulmonary TB and a drug sensitivity test (DST) for anti-TB drugs at the National Medical Center between January 2000 and August 2007 were enrolled in this study. The patients were identified into the XDR-TB or MDR-TB group according to the DST results. The clinical characteristics were reviewed retrospectively from the medical records. Statistical analysis for the comparisons was performed using a ${\chi}^2$-test, independent samples t-test or binary logistic regression where appropriate. Results: A total 314 patients with culture-confirmed pulmonary TB were included. Among them, 18 patients (5.7%) had XDR-TB and 69 patients (22%) had MDR-TB excluding XDR-TB. A comparison of the clinical characteristics, revealed the XDR-TB group to have a higher frequency of a prior pulmonary resection for the treatment of TB (odds ratio [OR], 3.974; 95% confidence interval [CI], 1.052~15.011; P value 0.032) and longer average previous treatment duration with anti-TB drugs, including a treatment interruption period prior to the diagnosis of XDR, than the MDR-TB group (XDR-TB group, 72.67 months; MDR-TB group, 13.09 months; average treatment duration difference between two groups, 59.582 months; 95% CI, 31.743~87.420; P value, 0.000). In addition, a longer previous treatment duration with anti-TB drugs was significantly associated with XDR-TB (OR, 1.076; 95% CI, 1.038~1.117; P value, 0.000). A comparison of the other clinical characteristics revealed the XDR-TB group to have a higher frequency of male gender, diabetes mellitus (DM), age under 45, treatment interruption history, cavitations on simple chest radiograph and positive result of sputum AFB staining at the time of diagnosis of XDR. However, the association was not statistically significant. Conclusion: Pulmonary TB patients with XDR have a higher frequency of a prior pulmonary resection and longer previous treatment duration with anti-TB drugs than those with MDR. In addition, a longer previous treatment duration with anti-TB drugs is significantly associated with XDR-TB.

Plasma Levels of Brain Natriuretic Peptide Predict Postoperative Atrial Fibrillation in Patients Undergoing Heart Surgery (심장 수술 후 심방세동 발생의 예측 인자로서 혈중 BNP 농도)

  • Kwon, Jin-Tae;Jung, Tae-Eun;Lee, Jang-Hoon;Lee, Dong-Hyup
    • Journal of Chest Surgery
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    • v.40 no.6 s.275
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    • pp.407-413
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    • 2007
  • Background: The brain natriuretic peptide (BNP) level has been reported in some studies to be associated with the occurrence of atrial fbrillation (AF). The aim of this study is to evaluate the potential usefulness of the BNP level as a predictor of the occurrence of postoperative (postop) AF and to assess the relationship of the BNP level with the onset of AF and the restoration of sinus rhythm. Material and Method: From January 1, 2005 to February 28, 2006, 82 patients without a history of atrial arrhythmia that had undergone cardiac surgery were enrolled in the study. Blood samples for plasma BNP were drawn daily for all these patients from the preoperative (preop) day to the 7th postop day. The patient records were reviewed and postop EKGs were checked daily for AF until the time of discharge. Result: Patients were divided into two groups based on development of postop AF. Postoperative AF developed in 26 patients (31.7%). There was no significant statistical difference in age, sex distribution, preop left ventricle ejection fraction, hypertension, left ventricular hypertrophy, or the use of beta blockers between the non-postop AF and postop AF group. More patients in the AF group had undergone valve surgery (39.3% versus 76.9%, p=0.002). The preop left atrium size was significantly larger in the AF patients ($43.8{\pm}10.3 mm$ versus $49.8{\pm}11.5 mm$, p=0.029). The preop plasma BNP levels were higher in the postop AF patients ($144.1{\pm}20.8 pg/mL$ versus $267.5{\pm}68 pg/mL$, p=0.034). In the postop AF group, the plasma BNP level was the highest on the 3rd postop day. Postop AF developed in most patients by the 3rd postop day; restored sinus rhythm developed by the 7th postop day. Conclusion: Elevated plasma BNP levels may lead to the occurrence of postop AF in patients undergoing cardiac surgery. Patients who have a high risk of postop AF should be considered for aggressive prophylactic antiarrhythmic therapy.

Consumer's Negative Brand Rumor Acceptance and Rumor Diffusion (소비자의 부정적 브랜드 루머의 수용과 확산)

  • Lee, Won-jun;Lee, Han-Suk
    • Asia Marketing Journal
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    • v.14 no.2
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    • pp.65-96
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    • 2012
  • Brand has received much attention from considerable marketing research. When consumers consume product or services, they are exposed to a lot of brand related stimuli. These contain brand personality, brand experience, brand identity, brand communications and so on. A special kind of new crisis occasionally confronting companies' brand management today is the brand related rumor. An important influence on consumers' purchase decision making is the word-of-mouth spread by other consumers and most decisions are influenced by other's recommendations. In light of this influence, firms have reasonable reason to study and understand consumer-to-consumer communication such as brand rumor. The importance of brand rumor to marketers is increasing as the number of internet user and SNS(social network service) site grows. Due to the development of internet technology, people can spread rumors without the limitation of time, space and place. However relatively few studies have been published in marketing journals and little is known about brand rumors in the marketplace. The study of rumor has a long history in all major social science. But very few studies have dealt with the antecedents and consequences of any kind of brand rumor. Rumor has been generally described as a story or statement in general circulation without proper confirmation or certainty as to fact. And it also can be defined as an unconfirmed proposition, passed along from people to people. Rosnow(1991) claimed that rumors were transmitted because people needed to explain ambiguous and uncertain events and talking about them reduced associated anxiety. Especially negative rumors are believed to have the potential to devastate a company's reputation and relations with customers. From the perspective of marketer, negative rumors are considered harmful and extremely difficult to control in general. It is becoming a threat to a company's sustainability and sometimes leads to negative brand image and loss of customers. Thus there is a growing concern that these negative rumors can damage brands' reputations and lead them to financial disaster too. In this study we aimed to distinguish antecedents of brand rumor transmission and investigate the effects of brand rumor characteristics on rumor spread intention. We also found key components in personal acceptance of brand rumor. In contextualist perspective, we tried to unify the traditional psychological and sociological views. In this unified research approach we defined brand rumor's characteristics based on five major variables that had been found to influence the process of rumor spread intention. The five factors of usefulness, source credibility, message credibility, worry, and vividness, encompass multi level elements of brand rumor. We also selected product involvement as a control variable. To perform the empirical research, imaginary Korean 'Kimch' brand and related contamination rumor was created and proposed. Questionnaires were collected from 178 Korean samples. Data were collected from college students who have been experienced the focal product. College students were regarded as good subjects because they have a tendency to express their opinions in detail. PLS(partial least square) method was adopted to analyze the relations between variables in the equation model. The most widely adopted causal modeling method is LISREL. However it is poorly suited to deal with relatively small data samples and can yield not proper solutions in some cases. PLS has been developed to avoid some of these limitations and provide more reliable results. To test the reliability using SPSS 16 s/w, Cronbach alpha was examined and all the values were appropriate showing alpha values between .802 and .953. Subsequently, confirmatory factor analysis was conducted successfully. And structural equation modeling has been used to analyze the research model using smartPLS(ver. 2.0) s/w. Overall, R2 of adoption of rumor is .476 and R2 of intention of rumor transmission is .218. The overall model showed a satisfactory fit. The empirical results can be summarized as follows. According to the results, the variables of brand rumor characteristic such as source credibility, message credibility, worry, and vividness affect argument strength of rumor. And argument strength of rumor also affects rumor intention. On the other hand, the relationship between perceived usefulness and argument strength of rumor is not significant. The moderating effect of product involvement on the relations between argument strength of rumor and rumor W.O.M intention is not supported neither. Consequently this study suggests some managerial and academic implications. We consider some implications for corporate crisis management planning, PR and brand management. This results show marketers that rumor is a critical factor for managing strong brand assets. Also for researchers, brand rumor should become an important thesis of their interests to understand the relationship between consumer and brand. Recently many brand managers and marketers have focused on the short-term view. They just focused on strengthen the positive brand image. According to this study we suggested that effective brand management requires managing negative brand rumors with a long-term view of marketing decisions.

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