• Title/Summary/Keyword: 성공예측

Search Result 793, Processing Time 0.026 seconds

The Role of the Endometrium and Embryo in Human Implantation (인간 착상 과정에 자궁내막과 배아의 역할)

  • Jee, Byung-Chul
    • Development and Reproduction
    • /
    • v.13 no.1
    • /
    • pp.1-11
    • /
    • 2009
  • Implantation itself is governed by an array of endocrine, paracrine and autocrine modulators, of embryonic and maternal origin. Window of implantation is the unique temporal and spatial expression of factors allows the embryo to implant via signaling, appositioning, attachment, and invasion in a specific time frame of $2{\sim}4$ days. When the embryo has arrived in the uterine cavity, a preprogrammed sequence of events occurs, which involves the production and secretion of a multitude of biochemical factors such as cytokines, growth factors, and adhesion molecules by the endometrium and the embryo, thus leading to the formation of a receptive endometrium. Cytokines such as LIF, CSF-1, and IL-1 have all been shown to play important roles in the cascade of events that leads to implantation. Integrin, L-selectin ligands, glycodelin, mucin-1, HB-EGF and pinopodes are involved in appositioning and attachment. The embryo also produces cytokines and growth factors (ILs, VEGF) and receptors for endometrial signals such as LIF, CSF-1, IGF and HB-EGF. The immune system and angiogenesis play an important role. The usefulness of these factors to assess endometrial receptivity and to estimate the prognosis for pregnancy in natural and artificial cycles remains to be proven. Integrins, pinopodes, glycodelin and LIF (from biopsies) are promising candidates; from uterine flushings, glycodelin and LIF are also candidates. The ideal serum marker is not available, but VEGF, glycodelin and CSF have some clinical implications. Further evaluation that includes larger groups of infertile women and fertile controls are needed to elucidate whether their presence in plasma, flushing fluid, or endometrial samples can be used as some kind of a screening tool to assess endometrial function and prognosis for pregnancy before and after artificial reproductive therapy. A better understanding of their function in human implantation may lead to therapeutic intervention, thereby improving the success rate in reproduction treatment. New molecular techniques are becoming available for measuring both embryonic and endometrial changes prior to and during implantation. The use of predictive sets of markers may prove to be more reliable than a single marker. Ultimately, the aim is to use these tools to increase implantation in artificial cycles and consequently improve live-birth rates.

  • PDF

Innovation Technology Development & Commercialization Promotion of R&D Performance to Domestic Renewable Energy (신재생에너지 기술혁신 개발과 R&D성과 사업화 촉진 방안)

  • Lee, Yong-Seok;Rho, Do-Hwan
    • Journal of Korea Technology Innovation Society
    • /
    • v.12 no.4
    • /
    • pp.788-818
    • /
    • 2009
  • Renewable energy refers to solar energy, biomass energy, hydrogen energy, wind power, fuel cell, coal liquefaction and vaporization, marine energy, waste energy, and liquidity fuel made out of byproduct of geothermal heat, hydrogen and coal; it excludes energy based on coal, oil, nuclear energy and natural gas. Developed countries have recognized the importance of these energies and thus have set the mid to long term plans to develop and commercialize the technology and supported them with drastic political and financial measures. Considering the growing recognition to the field, it is necessary to analysis up-to-now achievement of the government's related projects, in the standards of type of renewable energy, management of sectional goals, and its commercialization. Korean government is chiefly following suit the USA and British policies of developing and distributing renewable energy. However, unlike Japan which is in the lead role in solar rays industry, it still lacks in state-directed support, participation of enterprises and social recognition. The research regarding renewable energy has mainly examinedthe state of supply of each technology and suitability of specific region for applying the technology. The evaluation shows that the research has been focused on supply and demand of renewable as well as general energy and solution for the enhancement of supply capacity in certain area. However, in-depth study for commercialization and the increase of capacity in industry followed by development of the technology is still inadequate. 'Cost-benefit model for each energy source' is used in analysis of technology development of renewable energy and quantitative and macro economical effects of its commercialization in order to foresee following expand in related industries and increase in added value. First, Investment on the renewable energy technology development is in direct proportion both to the product and growth, but product shows slightly higher index under the same amount of R&D investment than growth. It indicates that advance in technology greatly influences the final product, the energy growth. Moreover, while R&D investment on renewable energy product as well as the government funds included in the investment have proportionate influence on the renewable energy growth, private investment in the total amount invested has reciprocal influence. This statistic shows that research and development is mainly driven by government funds rather than private investment. Finally, while R&D investment on renewable energy growth affects proportionately, government funds and private investment shows no direct relations, which indicates that the effects of research and development on renewable energy do not affect government funds or private investment. All of the results signify that although it is important to have government policy in technology development and commercialization, private investment and active participation of enterprises are the key to the success in the industry.

  • PDF

Characteristics of Biological Agent and relavent case study (생물무기 특성과 사례연구)

  • Park, Minwoo;Kim, Hwami;Choi, Yeonhwa;Kim, Jusim
    • Journal of the Society of Disaster Information
    • /
    • v.13 no.4
    • /
    • pp.442-454
    • /
    • 2017
  • Biological weapon is manipulated and produced from microorganisms such as bacteria, virus, rickettsia, fungi etc. It is classified as one of the Weapons of Mass Destruction (WMD) along with chemical weapon and radiological weapon. Biological weapon has a number of operational advantages over the other WMDs including ease of development and production, low cost and possibility of covert dissemination. In this study we analyze the history of biological weapon's development and the existing biological threats. Then, we predict the social impact of biological attack based on the physical properties of biological agent and infection mechanisms. By analyzing the recognition, dispersion pattern of agents, characteristics of the diseases in the biological weapon related historical events such as Sverdlovsk anthrax accident, 2001 anthrax attack, we found out some of the facts that biological attack would not likely to be recognized rapidly, produce large number of the exposed, increase number of paients who suffed from severe respiratory illness. It would lead the public health and medical service providers to be struggled with hugh burden. Base on the facts that we found from this case study, we suggested the main capabilities of public health required to respond to bioterrorism event efficiently. Syndromic surveillance and other reporting system need to be operated effeciently so that any suspicious event should be detected promptly. the pathogen which suspected to be used should be identified through laboratory diagnostic system. It is critical for the public health agency to define potentially exposed population under close cooperation with law enforcement agencies. Lastly, massive prophylaxis should be provided rapidly to the people at need by operating human and material resources effeciently. If those capacities of public health are consistantly fortified we would be able to deal with threat of bioterrorism successfully.

A Exploratory Study on Multiple Trajectories of Life Satisfaction During Retirement Transition: Applied Latent Class Growth Analysis (은퇴 전후 생활만족도의 다중 변화궤적에 관한 탐색적 연구: 잠재집단성장모형을 중심으로)

  • Kang, Eun-Na
    • Korean Journal of Social Welfare Studies
    • /
    • v.44 no.3
    • /
    • pp.85-112
    • /
    • 2013
  • This study aims to understand the developmental trajectories of life satisfaction among retirees and to examine what factors differentiate different trajectory classes. This study used three waves of longitudinal data from Korean Retirement and Income Study and data collected every two years(2005, 2007, and 2009). Subjects were respondents aged 50-69 who identified to be retired between wave 1 and wave 2. Finally, this study used 243 respondents for final data analysis. Life satisfaction was measured by seven items. The latent class growth model and multiple logistic regression model were used for data analysis. This study identified three distinct trajectory classes: high stable class(47.7%), high at the early stage but decreased class(42.8%), and low at the early stage and then decreased class(9.5%). This study founded that approximately 50% of the retirees experienced the decline of life satisfaction after retirement and about 10% of the sample was the most vulnerable group. This study analyzed what factors make different among the distinct trajectory groups. As a results, retirees who experienced the improvement in health change were more likely to be in 'high stable class' compared to 'hight at the early stage but decreased class'. In addition, retirees who were less educated, maintained the same health status rather than the improvement, worked as a temporary or a day laborer, and had less household income were more likely to belong to 'low at the early stage and then decreased class' relative to 'high stable class'. This study suggests that there are distinct three trajectories on life satisfaction among the retirees and finds out factors differentiating between trajectory groups. Based on these findings, the study discusses the implications for social work practice and further study.

Mechanical Property Evaluation of Dielectric Thin Films for Flexible Displays using Organic Nano-Support-Layer (유기 나노 보강층을 활용한 유연 디스플레이용 절연막의 기계적 물성 평가)

  • Oh, Seung Jin;Ma, Boo Soo;Yang, Chanhee;Song, Myoung;Kim, Taek-Soo
    • Journal of the Microelectronics and Packaging Society
    • /
    • v.28 no.3
    • /
    • pp.33-38
    • /
    • 2021
  • Recently, rollable and foldable displays are attracting great attention in the flexible display market due to their excellent form factor. To predict and prevent the mechanical failure of the display panels, it is essential to accurately understand the mechanical properties of brittle SiNx thin films, which have been used as an insulating film in flexible displays. In this study, tensile properties of the ~130 nm- and ~320 nm-thick SiNx thin films were successfully measured by coating a ~190 nm-thick organic nano-support-layer (PMMA, PS, P3HT) on the fragile SiNx thin films and stretching the films as a bilayer state. Young's modulus values of the ~130 nm and ~320 nm SiNx thin films fabricated through the controlled chamber pressure and deposition power (A: 1250 mTorr, 450 W/B: 1000 mTorr, 600 W/C: 750 mTorr, 700 W) were calculated as A: 76.6±3.5, B: 85.8±4.6, C: 117.4±6.5 GPa and A: 100.1±12.9, B: 117.9±9.7, C: 159.6 GPa, respectively. As a result, Young's modulus of ~320 nm SiNx thin films fabricated through the same deposition condition increased compared to the ~130 nm SiNx thin films. The tensile testing method using the organic nano-support-layer was effective in the precise measurement of the mechanical properties of the brittle thin films. The method developed in this study can contribute to the robust design of the rollable and foldable displays by enabling quantitative measurement of mechanical properties of fragile thin films for flexible displays.

Analysis of Start-up Sustainability Factors Based on ERIS Model: Focusing on the Organization Resilience (ERIS모델 기반 창업지속요인 분석: 조직 리질리언스를 중심으로)

  • Kim, InSook;Yang, Ji Hee
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
    • /
    • v.16 no.5
    • /
    • pp.15-29
    • /
    • 2021
  • This study is based on ERIS model for start-up performance, and aims to derive the main reason for start-up sustainability centered on organizational resilience. To this end, systematic literature examination and modified Delphi method were used to investigate start-up sustainability factors based on ERIS Model focused on organizational resilience. The results showed that ERIS model-based entrepreneurial continuity factors were divided into four categories: entrepreneur, resource, industrial environment, strategy, subdivision 8 and detailed factors 54. In addition, the ERIS model-based continuity factors were structured around organizational resilience, and the continuity factors were structured according to ERIS model under five categories: leadership, culture, people, system and environment. The results of this study are as follows. First of all, the results of existing research and analysis show that the concept of successful start-up and sustainability of start-up are used in various fields. Second, it is confirmed that there are common factors of influence on start-up performance and start-up sustainability based on ERIS model. Third, Delphi method's results showed that the general characteristics of entrepreneurs, such as academic background, education level, gender, age, and business experience did not affect the sustainability of entrepreneurship. This study is significant in that it is based on ERIS model focused on organization resilience, and ERIS-R, which integrates Strategy into System and Organization resilience into R in the field of gradually expanding start-up development and support. It is expected that the results of this study will improve the sustainability of start-up that can predict, prevent, and overcome various crises at any time.

The story structure characteristic of the "Shinbi Apartment" animation and meaning of contents of the traditional ghost story (애니메이션 <신비아파트: 고스트볼의 비밀>의 구성적 특징과 전통귀신담의 콘텐츠화의 의미)

  • Song, So-ra
    • Journal of Korean Classical Literature and Education
    • /
    • no.39
    • /
    • pp.137-180
    • /
    • 2018
  • This article examines the constitutional characteristics of the works in the "Shinbi Apartment" (Mysterious Apartment) series produced by Tooniverse, a domestic animation channel, and considers the meaning of the contents of the ghoststory (鬼神談). The "Shinbi Apartment" series is a horror animation for children. It was produced for the first time in Korea and recorded high ratings. Additionally, it is different from Japanese horror animations that were dubbed and broadcast in Korea in terms of composition and narrative direction, and it succeeds in the form and direction of the traditional Korean ghost story. "Shinbi Apartment - The Secret of Ghost Ball" enriches narrative stories by embracing the structure of the "female ghost story" in traditional ghost stories while following the form of ghosts that suddenly pop up in the daily routines of contemporary ghost stories. The ghost's shape, which has a bizarre and unpredictable aspect, embodies the ghost as the object of fear that modern horror stories intend. However, it does not stop there, but puts the attention on the hero who focuses on the emerging ghost and listens and communicates with it, placing the emphasis of the story on communication, understanding, forgiveness, and reconciliation. The structure and contents of the unique story of "The Secret of Ghost Ball" contribute to the transformation of the ghost into a subject of friendliness and entertainment, not merely as one of shock, fear, and anxiety. Additionally, as the concept of "child" is being created, the custom of modernity, which deals with the story of ghosts in the dimension of teaching and edification, is also manifested in "The Secret of Ghost Ball." In other words, through the figure of the devil, it is to continue the lesson of the story by revealing the adventure, the courage necessary for the "child," and the boundaries for substance and appearance. The "Shinbi Apartment" series has also contributed to the success of ghosts as commercial contents. The structure of the story and its characters have been actively used as educational tools and toys for children. It can be said that ghost culture contributed to this popularization by establishing a base for enjoying ghosts for amusement and entertainment.

Characterization of Exolytic GH50A β-Agarase and GH117A α-NABH Involved in Agarose Saccharification of Cellvibrio sp. KY-GH-1 and Possible Application to Mass Production of NA2 and L-AHG (Cellvibrio sp. KY-GH-1의 아가로오스 당화 관련 엑소형 GH50A β-아가레이즈와 GH117A α-NABH의 특성 및 NA2와 L-AHG 양산에의 적용 가능성)

  • Jang, Won Young;Lee, Hee Kyoung;Kim, Young Ho
    • Journal of Life Science
    • /
    • v.31 no.3
    • /
    • pp.356-365
    • /
    • 2021
  • Recently, we sequenced the entire genome of a freshwater agar-degrading bacterium Cellvibrio sp. KY-GH-1 (KCTC13629BP) to explore genetic information encoding agarases that hydrolyze agarose into monomers 3,6-anhydro-L-galactose (L-AHG) and D-galactose. The KY-GH-1 strain appeared to possess nine β-agarase genes and two α-neoagarobiose hydrolase (α-NABH) genes in a 77-kb agarase gene cluster. Based on these genetic information, the KY-GH-1 strain-caused agarose degradation into L-AHG and D-galactose was predicted to be initiated by both endolytic GH16 and GH86 β-agarases to generate NAOS (NA4/NA6/NA8), and further processed by exolytic GH50 β-agarases to generate NA2, and then terminated by GH117 α-NABHs which degrade NA2 into L-AHG and D-galactose. More recently, by employing E. coli expression system with pET-30a vector we obtained three recombinant His-tagged GH50 family β-agarases (GH50A, GH50B, and GH50C) derived from Cellvibrio sp. KY-GH-1 to compare their enzymatic properties. GH50A β-agarase turned out to have the highest exolytic β-agarase activity among the three GH50 isozymes, catalyzing efficient NA2 production from the substrate (agarose, NAOS or AOS). Additionally, we determined that GH117A α-NABH, but not GH117B α-NABH, could potently degrade NA2 into L-AHG and D-galactose. Sequentially, we examined the enzymatic characteristics of GH50A β-agarase and GH117A α-NABH, and assessed their efficiency for NA2 production from agarose and for production of L-AHG and D-galactose from NA2, respectively. In this review, we describe the benefits of recombinant GH50A β-agarase and GH117A α-NABH originated from Cellvibrio sp. KY-GH-1, which may be useful for the enzymatic hydrolysis of agarose for mass production of L-AHG and D-galactose.

세계의 유황수급 전망

  • Ceccotti S.P;Messick D.L
    • Proceedings of the Mineralogical Society of Korea Conference
    • /
    • 1996.10a
    • /
    • pp.7-24
    • /
    • 1996
  • '90년대 전반기 중 세계 경제 상황은 정치, 경제 및 환경의 급격한 변화에 따른 불황으로 유황시장에도 심대한 영향을 미치게 되었다. 이와 같은 경기의 후퇴는 다수의 생산자로 하여금 전반적인 시장 상황을 바꿀 수 있는 전략 변경 및 새로운 시장 개발을 촉진시키게 하였다. 최근에 전개되고 있는 극단적인 정치$\cdot$경제적인 변화는 재래시장과 무역균형을 변경시키게 되었다. 개선되는 세계경제에 따른 광범위한 구조조정과 지난 2년간 진행되어온 전반적으로 농업에 유리한 조건에 힘입어 1995년 유황공업은 회복이 시작되어 54.63백만 톤이 생산되었다 국제 유황 무역은 수요와 공급 면에서는 균형을 못 찾고 있다. 1995년 유황생산 중 무역량은 $45\%$에 이르렀다. 유황생산에 영향하는 요소가 변함에 따라 무역의 형태가 변하게 되고 세계 유황 수급 균형에 영향을 주게 되었다. 지난 2년간 있었던 유황생산 회복은 다음 십년간 지속될 것으로 예측된다. 대부분 수요의 증가는 자연가스의 생산을 지배하는 요소에 따라 결정 될 것이다 1986년 이래 유가가 떨어진 후 세계 에너지 수요는 연간 $2.3\%$ 증가하였다. 석유와 가스는 미래 에너지 수요의 증가로 $70\%$이상을 공급하게 될 것이다. 동아시아에서 회수 유황은 원유의 정제로부터 유래된 것으로 가장 신장이 큰 공급원으로 2005년까지 주요유황생산 부분이 될 것이다. 동아시아에서 주요 회수 유황생산국은 일본으로 전체의 $66\%$를 차지한다. 석유 정제로부터 회수 유황생산량은 동아시아에서 증가하고 있다. 유황회수 시설 투자는 일본을 위시하여 한국, 싱가폴 및 태국에서 이루어지고 있으며 이는 점차 증대되는 환경규제에 기인된다. 동아시아 공업국가 예컨대 일본과 한국에서의 유황소비는 인산생산 저조로 정체해 있으나 지난 10년간 여타의 아시아 국가에서의 유황소비는 꾸준히 증가되었다. 이 같은 증가는 앞으로 10년간 계속 될 것으로 추정된다. 이는 유황비료 소비가 4.81백만 톤에서 6.6백만 톤으로 증가될 것으로 예상되고 이는 주로 중국이 내수 인산생산을 증가시키려는 데 기인된다. 더욱이 다가올 10년은 다수의 아시아 국가의 급속한 경제 발전으로 비료 이외의 유황의 소비가 꾸준히 증가 될 것이다. 동아시아는 10.29백만 톤을 생산하고 10.99백만 톤을 소비하여 1995년에는 70만 톤의 유황이 부족하였다. 이와 같은 영향이 계속된다면 동아시아 유황부족은 2005년에는 1.05백만 톤으로 증가될 것으로 예상된다. 그러나 중국에서 황화철에서부터 공급되는 유황함량이 많아 이 지역에서의 원소유황의 진정한 균형에 대해서는 정확하게 평가되지 못한다. 1995년 동아시아에서는 1.3백만 톤의 원소유황을 일본, 캐나다, 미국에서 수입했다. 이들 국가는 앞으로도 이 지역의 주요 공급자가 될 것이다. 황산의 많은 양은 일본에서 이 지역으로 수출되는데 그 양은 1995년 10만톤 이상에 이른다. 더욱이 경제?환경적 이점 때문에 중국이 황화물에서 회수하는 유황대신 원소 유황의 수입을 지속적으로 증가시키고 있어 지역내의 유황 부족이 증가 될 것이다. 이 같은 상황진전으로 앞으로 10년 이내에 2.5백만 톤의 추가시장이 있게 될 것이다. 이 기간내 한국으로서 현재 326,000톤의 부족에서 2005년에는 309,000톤의 과잉으로 유황균형이 변할 수 있는 주요계기가 될 것이다 이 같은 과잉은 회수 유황생산이 1995년 333,000톤에서 2005년 870,000톤으로 $161\%$가 증가될 것으로 예상된다. 동기간 내에 기타 유황생산은 280,000톤에서 320,000톤으로 $14\%$ 증가되는 것으로 추정된다. 그리하여 2005년 한국에서 유황 공급은 1.19백만 톤이고 수요는 881,000톤으로 추정 된다. 미래 한국에서 유황의 또 다른 잠재시장은 식물양분으로서 이다. 인산비료 생산은 유황산업의 골격으로 1995년 세계적으로 인산비료는 유황소비의 53%인 53.60백만 톤을 점유하였다. 작물의 유황결핍 현상은 세계도처에서 나타나고 있어 식물양분으로서 유황시장은 20년전의 시장과 같이 현황을 띠는 시장으로 유황공업이 때를 만나게 될 것이다. 공업국에서 유황의 대기로의 방출억제로 자연 공급량이 감소되고 개발도상국에서 증산으로 유황의 탈취가 증가됨에 따라 유황 부족은 점차 중요한 문제로 확산되고 있다. 세계적으로 $1993\~1994$년간 7.52백만 톤으로 추정되는 유황 부족이 농산물의 수량과 질을 하락시키는 결과를 가져오게 하였다: 이와 같은 현상으로 유황비료의 수요가 증대되었고 산업계는 수요증대에 대응할 기술개발에 노력하게 되었다. 현재의 식량생산과 비료 소비추세가 지속된다면 아시아에서 2000년까지 매년 4.5백만 톤의 유황부족이 있게 될 것이다 이와 같은 유황비료의 부족은 적절한 대책을 취하지 않는 한 2010년에는 6.5백만 톤으로 증가 될 것이다. 동아시아는 경제발전으로 유황비료 장기 잠재시장이 기대되고 새로운 시장으로 $50\%$이상을 점유하게 될 것이다. 서구와 북미에서 유황비료 산업은 이윤 있는 잠재시장으로 인정되고 상업적으로 앞서 있는 시장이다. 점증하는 수요에 대한 대처와 유황비료의 성공은 시장에서 가격에 좌우된다. 실제로 북미와 서구에서 현재의 소매가격은 유황 톤당 $266\~466\$$의 범위에 있다. 인도에서는 비료로서 유황시장은 덜 발달된 단계로서 대표가격은 $120\$$이다. 이 가격 범위로 보아 2010년에 동아시아 시장의 잠재 유황비료 시장은 3.4백만 톤에 이르고 비료공업에서 추가로 얻는 이윤은 408백만 내지 1조5천억$\$$이 될 것이다. 이와 같은 시장이 발전 될 수 있는 것은 계속된 제품개발과 비료산업 시장개척에 달려있다.

  • PDF

Evaluations of Chinese Brand Name by Different Translation Types: Focusing on The Moderating Role of Brand Concept (영문 브랜드네임의 중문 브랜드네임 전환 방식에 대한 중화권 소비자들의 브랜드 평가에 관한 연구 -브랜드컨셉의 조절효과를 중심으로-)

  • Lee, Jieun;Jeon, Jooeon;Hsiao, Chen Fei
    • Asia Marketing Journal
    • /
    • v.12 no.4
    • /
    • pp.1-25
    • /
    • 2011
  • Brand names are often considered as a part of product and important extrinsic cues of product evaluation, when consumers make purchasing decisions. For a company, brand names are also important assets. Building a strong brand name in the Chinese commonwealth is a main challenge for many global companies. One of the first problem global company has to face is how to translate English brand name into Chinese brand name. It is very difficult decision because of cultural and linguistic differences. Western languages are based on an alphabet phonetic system, whereas Chinese are based on ideogram. Chinese speakers are more likely to recall stimuli presented as brand names in visual rather than spoken recall, whereas English speakers are more likely to recall the names in spoken rather than in visual recall. We interpret these findings in terms of the fact that mental representations of verbal information in Chinese are coded primarily in a visual manner, whereas verbal information in English is coded by primarily in a phonological manner. A key linguistic differences that would affect the decision to standardize or localize when transferring English brand name to Chinese brand name is the writing system. Prior Chinese brand naming research suggests that popular Chinese naming translations foreign companies adopt are phonetic, semantic, and phonosemantic translation. The phonetic translation refers to the speech sound that is produced, such as the pronunciation of the brand name. The semantic translation involves the actual meaning of and association made with the brand name. The phonosemantic translation preserves the sound of the brand name and brand meaning. Prior brand naming research has dealt with word-level analysis in examining English brand name that are desirable for improving memorability. We predict Chinese brand name suggestiveness with different translation methods lead to different levels of consumers' evaluations. This research investigates the structural linguistic characteristics of the Chinese language and its impact on the brand name evaluation. Otherwise purpose of this study is to examine the effect of brand concept on the evaluation of brand name. We also want to examine whether the evaluation is moderated by Chinese translation types. 178 Taiwanese participants were recruited for the research. The following findings are from the empirical analysis on the hypotheses established in this study. In the functional brand concept, participants in Chinese translation by semantic were likely to evaluate positively than Chinese translation by phonetic. On the contrary, in the symbolic brand concept condition, participants in Chinese translation by phonetic evaluated positively than by semantic. And then, we found Chinese translation by phonosemantic was most favorable evaluations regardless of brand concept. The implications of these findings are discussed for Chinese commonwealth marketers with respect to brand name strategies. The proposed model helps companies to effectively select brand name, making it highly applicable for academia and practitioner. name and brand meaning. Prior brand naming research has dealt with word-level analysis in examining English brand name that are desirable for improving memorability. We predict Chinese brand name suggestiveness with different translation methods lead to different levels of consumers' evaluations. This research investigates the structural linguistic characteristics of the Chinese language and its impact on the brand name evaluation. Otherwise purpose of this study is to examine the effect of brand concept on the evaluation of brand name. We also want to examine whether the evaluation is moderated by Chinese translation types. 178 Taiwanese participants were recruited for the research. The following findings are from the empirical analysis on the hypotheses established in this study. In the functional brand concept, participants in Chinese translation by semantic were likely to evaluate positively than Chinese translation by phonetic. On the contrary, in the symbolic brand concept condition, participants in Chinese translation by phonetic evaluated positively than by semantic. And then, we found Chinese translation by phonosemantic was most favorable evaluations regardless of brand concept. The implications of these findings are discussed for Chinese commonwealth marketers with respect to brand name strategies. The proposed model helps companies to effectively select brand name, making it highly applicable for academia and practitioner.

  • PDF