• The Journal of the Korea Contents Association
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• v.12 no.1
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• pp.197-210
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• 2012

In this research, we executed a questionnaire survey targeting men and women in 20' or more who reside in the metropolitan area and have experienced purchasing the vehicles in order to study how Promotion Mix Activity affects Brand assets, and ultimately what kind of relation it has with Purchase intention. In the statistical process of collected data, we analyzed the data by using SPSS 12.0 for Windows statistical package and AMOS 7.0 program. As the result of analysis, first, when we analyzed the relation of the Promotion Mix Activity and Brand Assets of the companies, the more affirmative the assessment on the advertising activities of the companies was, the higher the brand popularity, royalty and image increased, And it appeared that as the assessment on PR activities of the companies got more affirmative, the brand popularity, image and royalty increased. Second, as the result of the analysis of the relation between salespersons' Promotion Activities and Brand assets, it appeared that salespersons' social capacity improved Brand awareness and royalty and their strategic capacity improved Brand awareness, royalty and image. Third, seeing the result of the analysis on the relation between Brand assets and Purchase intention, it was shown that Brand popularity had a meaningful positive(+) effect upon satisfaction and repurchase(oral) intention, and Brand royalty had a meaningful positive(+) effect upon satisfaction and repurchase(oral) intention. In addition, it appeared that Brand image had a meaningful positive(+) effect upon satisfaction and repurchase(oral) intention, and finally it could be known that Brand assets had a close correlation with Purchase intention. Therefore, this research established the color marketing strategy as follows. First, we shall build up the functional role such as aesthetic favor, information communication, protection of ecosystem, publicity reinforcement etc. so as to emphasize the properties of the package design; second, we have to construct the color marketing strategy to convey the images of the commodity besides the psychological and physiological utility which colors grants, the utility used in visual conveyance as communication media; third, we should build the color marketing strategy for the integration of company image; finally we have to compose the colors fitted for the company and product style and introduce design marketing using company colors.

• Journal of dental hygiene science
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• v.6 no.4
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• pp.271-276
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• 2006

This study set out to analyze the relationships between the senior citizens' dental health activities and dental health conditions, to provide basic data to develop a program for their better dental health, and finally to search for the ways to improve their life quality through dental health care. The subjects were 142 senior citizens(58 were male and 84 were female) who were 65 years old or older and visited a dental hospital or clinic in the Seoul metropolitan area from April 17 to April 28, 2006. With the cooperation from the dentists, the investigators examined their dental conditions and conducted one-on-one interviews to collect the information about their demographic characteristics, dental health activities, and subjective dental health conditions. The collected data were analyzed with T-test, ANOVA and Pearson's correlation coefficient using the SPSS WIN 11.5 program. The analysis results were summarized as follows: First, 58 men(40.8%) and 84 women(59.2%) consisted of the subject group, where percentage of the female participants was bigger Those who were aged from 65 to 69 made the biggest age group in the subjects, accounting for 58.5% with 83. Second, those who had three dental caries or less and then didn't treat them or treated them(F) accounted for the biggest percentage with 117(82.4%) and 72(50.7%) respectively. As for the remaining teeth, the biggest number of them(40 subjects, 28.2%) had three or less remaining. Third, it turned out the female subjects had a higher level of dental health activities than their male counterparts(P = 0.00). As for living expenses, those who were paid salary or earned income themselves carried out their dental health activities in a higher level than those who lived on the benefit from the government(p = 0.02). Fourth, the subjects' subjective dental health conditions had negative correlations with their dental caries not treated. And there were positive correlations between their dental caries not treated and dental caries lost and between their dental caries treated and remaining teeth. Fifth, those subjects who earned their living expenses themselves had the most dental caries treated at 5.4(p = 0.02), and there was statistically significant difference with the numbers. Sixth, those subjects who brushed their teeth in their own manner had 11.8 teeth lost(p = 0.05), which was more than the number of those who brushed their teeth in other methods. And there was statistically significant difference among them. The remaining teeth were found most at 17.3(p = 0.00) among those who brushed their upper and lower teeth separately. In addition, those who visited the public health center often had significantly more teeth treated(4.3) than others(p = 0.00).

• Journal of dental hygiene science
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• v.7 no.4
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• pp.213-218
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• 2007

The purpose of this study was to analyze the effects of dentistry users' perception of concern about oral health on their perception of oral health and behaviors. For this purpose, the researcher sampled the outpatients who had used 2 dentistries in Kangnam, Seoul and another 2 dentistries in Kangbuk, Seoul and a hospital attached to a dental college in Bundang, Kyonggi-do and thereby, conducted a self-administered questionnaire survey from April 4 through 28, 2006. 291 responses from the survey were analyzed using the SPSS 12.0 statistical program. The results of this study can be summarized as follows; 1. 45.0% of the patients perceived that their oral conditions were not healthy, 32% thought normal for their oral conditions and 23% felt healthy for their oral conditions. 2. Less women (44.1%) felt healthy for their oral conditions than men (46.3%). 3. The more negative patients' perception of their oral health was, they were more likely (55.1%) to rely on relatives for choice of a dentistry. 45.0% of this group worried about their oral health always, 15.1% were more or less worried, and 11.9% of them felt that their oral health was good(P < 0.05). 4. 66.0% of the subjects worried about their oral health sometimes, and 27.8% of them worried always, and 6.2% worried little. There was no significant gender difference, but the older they were, they worried more always(P < 0.05). 5. 93.8% of the group who worried about their oral health always had ever had their teeth scaled, and 65.8% of them had regularly had their teeth scaled. Such ratios differed significantly from the group who worried about their oral health sometimes (49.7% and 46.2%, respectively). The three groups differed in terms of regular checks significantly: 56.6%, 45.3% and 33.3%, respectively. And the rate of visiting the dentistry without fail was significantly highest (71.6%) in the first group (P < 0.05).