• Clinical and Experimental Pediatrics
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• v.49 no.12
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• pp.1329-1339
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• 2006

Purpose : Failure of hematopoietic stem cell transplantation(HSCT) may be encountered in practice because of either relapse of the malignancy or dysfunction of the graft. Second HSCT may be the only option for some patients whose initial HSCT failed. Methods : From May, 1991 to December, 2004, 115 HSCTs were performed at the Pediatric Blood & Marrow Transplantation Center, Chonnam National University. This study was a retrospective analysis of the medical records of 15 patients who received the second HSCT after initial graft. Results : Among eight patients with nonmalignant diseases, two patients underwent the second HSCT because of primary graft failure and five because of late graft rejection. The remaining Fanconi anemia patient was re-transplanted due to development of AML. Two patients died and one experienced primary graft failure, but is still alive. The Kaplan-Meier 5-year overall survival rate was 75 percent and the disease free survival rate was 62.5 percent in nonmalignant diseases. All malignant patients underwent second transplants because of relapses. Four died of relapse and one of treatment-related complications. The Kaplan-Meier 2-year overall and event free survival rate was 28.6 percent each in malignant diseases. Conclusion : Second HSCT for graft dysfunction of nonmalignant disease seems to be feasible and should be considered as a standard practice. The relapse of malignant diseases remains a big obstacle even after the second HSCT, although a small portion of patients might be salvaged. Further investigation of novel therapeutic strategies, as well an the understanding of the biology should be explored.

• KOREAN JOURNAL OF CROP SCIENCE
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• v.56 no.4
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• pp.404-412
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• 2011

This experiment was conducted to clarify the effect of the temperature for grain filling duration on quality and taste of cooked rice cultivated in different region in Korea. In 2006 and 2007, 4 mid-late maturing group of rice varieties (Nampyeongbyeo, Ilpumbyeo, Junambyeo and Dongjin 1) were cultivated in 28 experimental plots of 27 different regions located in 8 provinces. The taste of cooked rice were positively correlated with 1,000 grain weight but negatively correlated with protein content of brown rice. Mean temperature for 30 days from heading was more closely correlated with grain filling and tastes of cooked rice than those for 40 days. Though, the optimum mean temperature for the best taste of cooked rice for 30 days after heading was 22.1 to $23.1^{\circ}C$ depending on varieties, in general, 1,000 grain weight and cooked rice taste were the highest in the mean temperature of $22.2^{\circ}C$ for 30 days from heading. But grains were poorly ripened in case of the mean temperature lower than $21.0^{\circ}C$ for 30 days after heading. Therefore, for the better taste of cooked rice in Korea, the developing new rice varieties and cultivation method should be focused to adjust the mean temperature within $22-23^{\circ}C$ during the period of 30 days after heading.

• The Journal of Engineering Geology
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• v.28 no.2
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• pp.217-246
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• 2018

During the selection and characterization of target formations in the Small-scale Offshore $CO_2$ Storage Demonstration Project in the Pohang Basin, we have carefully investigated the possibility of induced earthquakes and leakage of $CO_2$ during the injection, and have designed the storage processes to minimize these effects. However, people in Pohang city have a great concern on $CO_2$-injection-intrigued seismicity, since they have greatly suffered from the 5.4 magnitude earthquake on Nov. 15, 2017. The research team of the project performed an extensive self-investigation on the safety issues, especially on the possible $CO_2$ leakage from the target formation and induced earthquakes. The target formation is 10 km apart from the epicenter of the Pohang earthquake and the depth is also quite shallow, only 750 to 800 m from the sea bottom. The project performed a pilot injection in the target formation from Jan. 12 to Mar. 12, 2017, which implies that there are no direct correlation of the Pohang earthquake on Nov. 15, 2017. In addition, the $CO_2$ injection of the storage project does not fracture rock formations, instead, the supercritical $CO_2$ fluid replaces formation water in the pore space gradually. The self-investigation results show that there is almost no chance for the injection to induce significant earthquakes unless injection lasts for a very long time to build a very high pore pressure, which can be easily monitored. The amount of injected $CO_2$ in the project was around 100 metric-tonne that is irrelevant to the Pohang earthquake. The investigation result on long-term safety also shows that the induced earthquakes or the reactivation of existing faults can be prevented successfully when the injection pressure is controlled not to demage cap-rock formation nor exceed Coulomb stresses of existing faults. The project has been performing extensive studies on critical stress for fracturing neighboring formations, reactivation stress of existing faults, well-completion processes to minimize possible leakage, transport/leakage monitoring of injected $CO_2$, and operation procedures for ensuring the storage safety. These extensive studies showed that there will be little chance in $CO_2$ leakage that affects human life. In conclusion, the Small-scale Offshore $CO_2$ Storage Demonstration Project in the Pohang Basin would not cause any induced earthquakes nor signifiant $CO_2$ leakage that people can sense. The research team will give every effort to secure the safety of the storage site.

• Journal of the Korean Society of Food Culture
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• v.14 no.4
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• pp.371-383
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• 1999

This report gave analysis of food demand both in Korea and Japan through introducing the concept of cohort analysis to the conventional demand model. This research was done to clarify the factors which determine food demand of the household. The traits of the new model for demand analysis are to consider and quantify those effects on food demand not only of economic factors such as expenditure and price but also of non-economic factors such as the age and birth cohort of the householder. The results of the analysis can be summarized as follows: 1) The comparison of the item-wise elasticities of food demand demonstrates that the expenditure elasticity is higher in Korea than in Japan and that the expenditure elasticity is -0.1 for cereal and more than 1 for eating-out in both countries. In respect to price elasticity, the absolute values of all the items except alcohol and cooked food are higher in the Korea than in Japan, and especially the price elasticities of beverages, dairy products and fruit are predominantly higher in Japan. In this way, both expenditure and price elasticities of a large number of items are higher in Korea than in Japan, which may be explained from the fact that the level of expenditure is higher in Japan than in Korea. 2) In both of Korea and Japan, as the householder grows older, the expenditure for each item increases and the composition of expenditure changes in such a way that these moves may be regarded as due to the age effect. However, there are both similarities and differences in the details of such moves between Korea and Japan. Those two countries have this trait in common that the young age groups of the householder spend more on dairy products and middle age groups spend more on cake than other age groups. In the Korea, however, there can be seen a certain trend that higher age groups spend more on a large number of items, reflecting the fact that there are more two-generation families in higher age groups. Japan differs from Korea in that expenditure in Japan is diversified, depending upon the age group. For example, in Japan, middle age groups spend more on cake, cereal, high-caloric food like meat and eating-out while older age groups spend more for Japanese-style food like fish/shellfish and vegetable/seaweed, and cooked food. 3) The effect of the birth cohort effect was also demonstrated. The birth cohort effect was introduced under the supposition that the food circumstances under which the householder was born and brought up would determine the current expenditure. Thus, the following was made clear: older generations in both countries placed more emphasis upon stable food in their composition of food consumption; the share of livestock products, oil/fats and externalized food was higher in the food composition of younger generation; differences in food composition among generations were extremely large in Korea while they were relatively small in Japan; and Westernization and externalization of diet made rapid increases simultaneously with generation changes in Korea while they made any gradual increases in Japan during the same time period. 4) The four major factors which impact the long-term change of food demand of the household are expenditure, price, the age of the householder, and the birth cohort of the householder. Investigations were made as to which factor had the largest impact. As a result, it was found that the price effect was the smallest in both countries, and that the relative importance of the factor-by-factor effects differed among the two countries: in Korea the expenditure effect was greater than the effects of age and birth cohort while in Japan the effects of non-economic factors such as the age and birth cohort of householder were greater than those of economic factors such as expenditures.

• Magazine of the Korean Society of Agricultural Engineers
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• v.12 no.2
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• pp.1937-1947
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• 1970

This experiment was conducted, making use of the 'NONG-RIM No, 6' a recommended variety of rice plant for the year of 1969. Main purpose of the experiment are to explore possibilities of; a) ways and means of saving irrigation water and, b) overcoming drought at the same time so that an increaded yield in rice production could be resulted in Specifically, it was tried to determine the effects of the Rotation Irrigation method combined with differentiated thickess of Lining upon the growth and Yield of rice production. Some of the major finding are summarized in the follows. 1) The Different thicknesses show a significant relationship with the weight of 1000 grains. In the case of 3cm Lined plot, the grain weight is 39.0 Grams, the heaviest. Next in order is 6 cm lined plnt, 5 day control plot, 6 day control plot. 2) In rice yield, it is found that there is a considerably moderate signicant relationship with both the different thickness of lining and the number of irrgation, as shown in the table No,7. 3) There is little or no difference among different plot in terms of; a) physical and chemical properties of soil, b) quality of irrgation water, c) climatic condition, and rainfalls. 4) It is found that there is no significant relationship between differences in the method of rotation irrgation and the number of ears per hill because of too much rainydays and low temperature during irrigation season. 5) In uyny1-treated plots, it is shown that there is on difference among different plots, but the irrigation water requirement saved as much as 1/2 to actual irrigation water compare to uncontroled plot. 6) The irrigation water requirement for 48 days is saved as much 67% compared to uncontroled plot, the order are; the 9cm lined plot, the plot of vinyl with no hole, the plot with a hole of $1cm/m^2$ as shows in fig 15. 7) The rate of percolation of 40-30mm/day is decreased to 30-20/day. It is found that the decreasad rate of percolation due to vinyl-cutoff in footpath. 8) The growing condition was fine, and there was no found that decease and lageing as always submerged plot. 9) It is found that it must be constructed irrigation and drainage system, inlet and outlet perpect, respectly, of which could be irrigation water saved and would be inereased the irrigation water temperature.

• Journal of Nutrition and Health
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• v.42 no.4
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• pp.386-396
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• 2009

The purpose of this study was to analyze the effect of push, pull and push-pull interactive factors for CFMC (Contract Foodservice Management Company)'s internationalization. The study was a quantitative study part in mixed methods (QUAL ${\rightarrow}$ quan) which was mainly qualitative study and quantitative study. Mail survey was carried out for quantitative study. For study subjects, 1,281 persons who completed 'Food Service Management Professional Program' of 'Y' University were selected as a population because the program was mainly for CFMC's workers. The analysis methods used in this study were frequency analysis, factor analysis, correlation analysis and multiple regression analysis with SPSS 17.0. Push factors had the saturation in domestic market and the manager's purpose (fac.1) and the investment for internationalization (fac.2). Pull factors had the company's external environment for internationalization (fac.3) and the global network and spread of culture (fac.4). Push-pull interactive factors had the information about foreign market (fac.5), the procedure and budget of overseas expansion (fac.6) and the national network and size of domestic market (fac.7). Internal dynamics factors had the deterrents for internationalization (fac.8) and the enablers for internationalization (fac.9). The result showed that the company's external environment in pull factors had positive effects on the deterrents for internationalization. The global network and the spread of culture had positive effects on the enablers for internationalization. The information about foreign market in push-pull interactive factors had positive effects on the deterrents and enablers for internationalization. The national network and the size of domestic market had positive effects on the enablers for internationalization. The deterrents and enablers for internationalization had positive effects on the level of internationalization, and the deterrents had more effects on the level of internationalization than the enablers did (${\beta}$= .492 > .177).

• Journal of Korean Physical Therapy Science
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• v.9 no.2
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• pp.67-75
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• 2002

The purpose of this study is to know the average of hip joint range of motion and difference according to the aging for the elderly. This study consisted of elder male(n=75) and elder female(n=109). The result of assessment and analysis in hip pint range of motion are as follows : 1) The average hip flexion(knee flexed) joint range of motion in 60-69(from sixty to sixty-nine)years old are $104.26^{\circ}$(Left-Male), $101.00^{\circ}$(Right-Male), $107.05^{\circ}$(Left-Female), $107.05^{\circ}$(Right-Female). 70-79years old are $104.59^{\circ}$(L-M), $102.05^{\circ}$(R-M), $105.73^{\circ}$(L-F), $108.75^{\circ}$(R-F). 80-89years old are $101.53^{\circ}$(L-M), $101.13^{\circ}$(R-M), $96.83^{\circ}$(L-F), $97.67^{\circ}$(R-F). There was significant difference in hip flexion(knee flexed) among female group(p<.01). The average hip flexion(knee extended) joint range of motion in 60-69(from sixty to sixty-nine)years old are $73.13^{\circ}$(Left-Male), $72.04^{\circ}$(Right-Male), $77.29^{\circ}$(Left-Female), $75.97^{\circ}$(Right-Female). 70-79years old are $74.95^{\circ}$(L-M), $72.19^{\circ}$(R-M), $76.73^{\circ}$(L-F), $76.65^{\circ}$(R-F). 80-89years old are $70.83^{\circ}$(L-M), $70.37^{\circ}$(R-M), $69.00^{\circ}$(L-F), $69.00^{\circ}$(R-F). There was significant difference in left hip flexion(knee extended) among female group(p<.05). 2) The average hip extension joint range of motion in 60-69years old are $13.09^{\circ}$(L-M), $12.78^{\circ}$(R-M), $10.97^{\circ}$(L-F), $10.68^{\circ}$(R-F). 70-79years old are $8.95^{\circ}$(L-M), $8.48^{\circ}$(R-M), $11.24^{\circ}$(L-F), $10.90^{\circ}$(R-F). 80-89 years old are $8.40^{\circ}$(L-M), $8.23^{\circ}$(R-M), $7.33^{\circ}$(L-F), $7.33^{\circ}$(R-F). There was significant difference in left(p<.01) and right(p<.05) hip extension among male group(p<.05). 3) The average hip abduction joint range of motion in 60-69 years old are $33.04^{\circ}$(L-M), $33.17^{\circ}$(R-M), $33.16^{\circ}$(L-F), $33.37^{\circ}$(R-F). 70-79 years old are $31.00^{\circ}$(L-M), $30.05^{\circ}$(R-M), $32.44^{\circ}$(L-F), $32.68^{\circ}$(R-F). 80-89 years old are $29.07^{\circ}$(L-M), $27.90^{\circ}$(R-M), $28.17^{\circ}$(L-F), $28.67^{\circ}$(R-F). There was no significant difference among group. 4) The average hip adduction pint range, of motion in 60-69years old are $29.57^{\circ}$(L-M), $29.35^{\circ}$(R-M), $31.87^{\circ}$(L-F), $31.89^{\circ}$(R-F). 70-79, years old are $27.41^{\circ}$(L-M), 27.00(R-M) $30.85^{\circ}$(L-F), $31.28^{\circ}$(R-F). 80-89 years old are $26.87^{\circ}$(L-M), $26.63^{\circ}$(R-M), $24.67^{\circ}$(L-F), $24.83^{\circ}$(R-F). There was significant difference in hip abduction among female group(p<01). 5) The average hip external rotation pint range of motion in 60-69years old are $32.26^{\circ}$(L-M), $31.17^{\circ}$(R-M), $33.53^{\circ}$(L-F), $34.42^{\circ}$(R-F). 70-79 years old are $31.64^{\circ}$(L-M), $28.62^{\circ}$(R-M) $31.29^{\circ}$(L-F), $31.45^{\circ}$(R-F). 80-89 years old are $26.40^{\circ}$(L-M), $26.07^{\circ}$(R-M), $24.77^{\circ}$(L-F), $24.27^{\circ}$(R-F). There was significant difference in left(male, female p<.01) and right(female p<.0l) hip external rotation among group. 6) The average hip internal rotation joint range of motion in 60-69years old are $30.30^{\circ}$(L-M), $28.13^{\circ}$(R-M), $34.27^{\circ}$(L-F), $36.03^{\circ}$(R-F). 70-79years old are $31.24^{\circ}$(L-M), $29.57^{\circ}$(R-M), $28.51^{\circ}$(L-F), $29.10^{\circ}$(R-F). 80-89 years old are $24.63^{\circ}$(L-M), $24.40^{\circ}$(R-M), $24.27^{\circ}$(L-F), $24.27^{\circ}$(R-F). There was significant difference in left(male p<.05, female p<.01) and right(female p<.01) hip internal rotation among group.

• The Journal of Korean Society for Radiation Therapy
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• v.23 no.1
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• pp.31-39
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• 2011

Purpose: Helical Tomotherapy allows only coplanar beam delivery because it does not allow couch rotation. We investigated a method to introduce non-coplanar beam by tilting a patient's head for Tomotherapy. The aim of this study was to compare intrafractional movement during Tomotherapy between coplanar and non-coplanar patient's setup. Materials and Methods: Helical Tomotherapy was used for treating eight patients with intracranial tumor. The subjects were divided into three groups: one group (coplanar) of 2 patients who lay on S-plate with supine position and wore thermoplastic mask for immobilizing the head, second group (non-coplanar) of 3 patients who lay on S-plate with supine position and whose head was tilted with Variable Axis Baseplate and wore thermoplastic mask, and third group (non-coplanar plus mouthpiece) of 3 patients whose head was tilted and wore a mouthpiece immobilization device and thermoplastic mask. The patients were treated with Tomotherapy after treatment planning with Tomotherapy Planning System. Megavoltage computed tomography (MVCT) was performed before and after treatment, and the intrafractional error was measured with lateral(X), longitudinal(Y), vertical(Z) direction movements and vector ($\sqrt{x^2+y^2+z^2}$) value for assessing overall movement. Results: Intrafractional error was compared among three groups by taking the error of MVCT taken after the treatment. As the correction values (X, Y, Z) between MVCT image taken after treatment and CT-simulation image are close to zero, the patient movement is small. When the mean values of movement of each direction for non-coplanar setup were compared with coplanar setup group, X-axis movement was decreased by 13%, but Y-axis and Z-axis movement were increased by 109% and 88%, respectively. Movements of Y-axis and Z-axis with non-coplanar setup were relatively greater than that of X-axis since a tilted head tended to slip down. The mean of X-axis movement of the group who used a mouthpiece was greater by 9.4% than the group who did not use, but the mean of Y-axis movement was lower by at least 64%, and the mean of Z-axis was lower by at least 67%, and the mean of Z-axis was lower by at least 67%, and the vector was lower by at least 59% with the use of a mouthpiece. Among these 8 patients, one patient whose tumor was located on left frontal lobe and left basal ganglia received reduced radiation dose of 38% in right eye, 23% in left eye, 30% in optic chiasm, 27% in brain stem, and 8% in normal brain with non-coplanar method. Conclusion: Tomotherapy only allows coplanar delivery of IMRT treatment. To complement this shortcoming, Tomotherapy can be used with non-coplanar method by artificially tilting the patient's head and using an oral immobilization instrument to minimize the movement of patient, when intracranial tumor locates near critical organs or has to be treated with high dose radiation.

• Journal of Distribution Research
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• v.17 no.4
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• pp.55-80
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• 2012

I. Introduction Developing the relationships between companies is very important issue to ensure a competitive advantage in today's business environment (Bleeke & Ernst 1991; Mohr & Spekman 1994; Powell 1990). Partnerships between companies are based on having same goals, pursuing mutual understanding, and having a professional level of interdependence. By having such a partnerships and cooperative efforts between companies, they will achieve efficiency and effectiveness of their business (Mohr and Spekman, 1994). However, it is difficult to expect these ideal results only in the B2B corporate transaction. According to agency theory which is the well-accepted theory in various fields of business strategy, organization, and marketing, the two independent companies have fundamentally different corporate purposes. Also there is a higher chance of developing opportunism and conflict due to natures of human(organization), such as self-interest, bounded rationality, risk aversion, and environment factor as imbalance of information (Eisenhardt 1989). That is, especially partnerships between principal(or buyer) and agent(or supplier) of companies within supply chain, the business contract itself will not provide competitive advantage. But managing partnership between companies is the key to success. Therefore, managing partnership between manufacturer and supplier, and finding causes of conflict are essential to improve B2B performance. In conclusion, based on prior researches and Agency theory, this study will clarify how business hazards cause conflicts on supply chain and then identify how developed conflicts have been managed by two control mechanisms. II. Research model III. Method In order to validate our research model, this study gathered questionnaires from small and medium sized enterprises(SMEs). In Korea, SMEs mean the firms whose employee is under 300 and capital is under 8 billion won(about 7.2 million dollar). We asked the manufacturer's perception about the relationship with the biggest supplier, and our key informants are denied to a person responsible for buying(ex)CEO, executives, managers of purchasing department, and so on). In detail, we contact by telephone to our initial sample(about 1,200 firms) and introduce our research motivation and send our questionnaires by e-mail, mail, and direct survey. Finally we received 361 data and eliminate 32 inappropriate questionnaires. We use 329 manufactures' data on analysis. The purpose of this study is to identify the anticipant role of business hazard (environmental dynamism, asset specificity) and investigate the moderating effect of control mechanism(formal control, social control) on conflict-performance relationship. To find out moderating effect of control methods, we need to compare the regression weight between low versus. high group(about level of exercised control methods). Therefore we choose the structural equation modeling method that is proper to do multi-group analysis. The data analysis is performed by AMOS 17.0 software, and model fits are good statically (CMIN/DF=1.982, p<.000, CFI=.936, IFI=.937, RMSEA=.056). IV. Result V. Discussion Results show that the higher environmental dynamism and asset specificity(on particular supplier) buyer(manufacturer) has, the more B2B conflict exists. And this conflict affect relationship quality and financial outcomes negatively. In addition, social control and formal control could weaken the negative effect of conflict on relationship quality significantly. However, unlikely to assure conflict resolution effect of control mechanisms on relationship quality, financial outcomes are changed by neither social control nor formal control. We could explain this results with the characteristics of our sample, SMEs(Small and Medium sized Enterprises). Financial outcomes of these SMEs(manufacturer or principal) are affected by their customer(usually major company) more easily than their supplier(or agent). And, in recent few years, most of companies have suffered from financial problems because of global economic recession. It means that it is hard to evaluate the contribution of supplier(agent). Therefore we also support the suggestion of Gladstein(1984), Poppo & Zenger(2002) that relational performance variable can capture the focal outcomes of relationship(exchange) better than financial performance variable. This study has some implications that it tests the sources of conflict and investigates the effect of resolution methods of B2B conflict empirically. And, especially, it finds out the significant moderating effect of formal control which past B2B management studies have ignored in Korea.

• Journal of Distribution Research
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• v.17 no.2
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• pp.29-62
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• 2012

As distribution environment is changing rapidly and competition is more intensive in the channel of distribution, the importance of retailer image and retailer equity is increasing as a different competitive advantages. Also, consumers are not functionally oriented and that their behavior is significantly affected by the symbols such as retailer image which identify retailer in the market place. That is, consumers do not choose products or retailers for their material utilities but consume the symbolic meaning of those products or retailers as expressed in their self images. The concept of self-image congruence has been utilized by marketers and researchers as an aid in better understanding how consumers identify themselves with the brands they buy and the retailer they patronize. Although self-image congruity theory has been tested across many product categories, the theory has not been tested extensively in the retailing. Therefore, this study attempts to investigate the impact of self image congruence between retailer image and self image of consumer on retailer equity such as retailer awareness, retailer association, perceived retailer quality, and retailer loyalty. The purpose of this study is to find out whether retailer-self image congruence can be a new antecedent of retailer equity. In addition, this study tries to examine how four-dimensional retailer equity constructs (retailer awareness, retailer association, perceived retailer quality, and retailer loyalty) affect customers' repatronage intention. For this study, data were gathered by survey and analyzed by structural equation modeling. The sample size in the present study was 254. The reliability of the all seven dimensions was estimated with Cronbach's alpha, composite reliability values and average variance extracted values. We determined whether the measurement model supports the convergent validity and discriminant validity by Exploratory factor analysis and Confirmatory Factor Analysis. For each pair of constructs, the square root of the average variance extracted values exceeded their correlations, thus supporting the discriminant validity of the constructs. Hypotheses were tested using the AMOS 18.0. As expected, the image congruence hypotheses were supported. The greater the degree of congruence between retailer image and self-image, the more favorable were consumers' retailer evaluations. The all two retailer-self image congruence (actual self-image congruence and ideal self-image congruence) affected customer based retailer equity. This result means that retailer-self image congruence is important cue for customers to estimate retailer equity. In other words, consumers are often more likely to prefer products and retail stores that have images similar to their own self-image. Especially, it appeared that effect for the ideal self-image congruence was consistently larger than the actual self-image congruence on the retailer equity. The results mean that consumers prefer or search for stores that have images compatible with consumer's perception of ideal-self. In addition, this study revealed that customers' estimations toward customer based retailer equity affected the repatronage intention. The results showed that all four dimensions (retailer awareness, retailer association, perceived retailer quality, and retailer loyalty) had positive effect on the repatronage intention. That is, management and investment to improve image congruence between retailer and consumers' self make customers' positive evaluation of retailer equity, and then the positive customer based retailer equity can enhance the repatonage intention. And to conclude, retailer's image management is an important part of successful retailer performance management, and the retailer-self image congruence is an important antecedent of retailer equity. Therefore, it is more important to develop and improve retailer's image similar to consumers' image. Given the pressure to provide increased image congruence, it is not surprising that retailers have made significant investments in enhancing the fit between retailer image and self image of consumer. The enhancing such self-image congruence may allow marketers to target customers who may be influenced by image appeals in advertising.