• Asia Marketing Journal
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• v.12 no.2
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• pp.53-81
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• 2010

Brand experience has received much attention from considerable marketing research. When consumers consume and use brands, they are exposed to various specific brand-related stimuli. These brand-related stimuli include brand identity and brand communications(e.g., colors, shapes, designs, slogans, mascots, brand characters) components. Brakus, Schmitt, and Zarantonello(2009) conceptualized brand experience as subjective and internal consumer responses evoked by brand-related stimuli. They demonstrated that brand experience can be broken down into four dimensions(sensory, affective, intellectual, and behavioral). Because experiences result from stimulations and lead to pleasurable outcomes, we expect consumers to want to repeat theses experiences. That is, brand experiences, stored in consumer memory, should affect brand loyalty. Consumers with positive experiences should be more likely to buy a brand again and less likely to buy an alternative brand(Fournier 1998; Oliver 1997). Brand attachment, one of dimensions of the consumer-brand relationship, is defined as an emotional bond to the specific brand(Thomson, MacInnis, and Park 2005). Brand attachment is target-specific bond between the consumer and the specific brand. Thus, strong attachment is attended by a rich set of schema that link the brand to the consumer. Previous researches propose that brand attachments should affect consumers' commitment to the brand. Brand experience differs from affective construct such as brand attachment. Brand attachment is based on interaction between a consumer and the brand. In contrast, brand experience occurs whenever there is a direct and indirect interaction with the brand. Furthermore, brand experience is not an emotional relationship concept. Brakus et al.(2009) suggest that brand experience may result in brand attachment. This study aims to distinguish brand experience dimensions and investigate the effects of brand experience on brand attachment and brand commitment. We test research problems with data from 265 customers having brand experiences in various product categories by using multiple regression and structural equation model. The empirical results can be summarized as follows. First, the paths from affective, behavior, and intellectual experience to the brand attachment were found to be positively significant whereas the effect of sensory experience to brand attachment was not supported. In the consumer literature, sensory experiences for consumers are often equated with aesthetic pleasure. Over time, these pleasure experiences can affect consumer satisfaction. However, sensory pleasures are not linked to attachment such as consumers' strong emotional bond(i.e., hot affect). These empirical results confirms the results of previous studies. Second, brand attachment including passion and connection influences brand commitment positively but affection does not influence brand commitment. In marketing context, consumers with brand attachment have intention to have a willingness to stay with the relationship. The results also imply that consumers' emotional attachment is characterized by a set of brand experience dimensions and consumers who are emotionally attached to the brand are committed. The findings of this research contribute to develop differences between brand experience and brand attachment and to provide practical implications on the brand experience management. Recently, many brand managers have focused on short-term view. According to this study, we suggest that effective brand experience management requires taking a long-term view of marketing decisions.

• The Journal of the Korea Contents Association
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• v.17 no.1
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• pp.145-156
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• 2017

Mecenat is a company support to cultural and artistic activities. It has developed as not only a patronage of the arts but also a strategic method for a business performance and a company's influence. And mecenat has impacted on customers, interested parties, local communities, and corporate culture. This study analyzes how individual and organizational interests and participation on Mecenat activities affect organizational trust, commitment, and loyalty. As a result of surveys from 438 employees, there would be a pro rata increase in an employee's interest and participation in Mecenat, if organizational interest goes up. The interest also affects trust in organization, organizational commitment, and employee loyalty in a positive method. The result clearly indicates necessity of company's support for cultural and artistic activities and importance of changing company's perspectives. Hence companies would be recognized that supporting Mecenat activities would strengthen organizational culture.

• The Journal of the Korea Contents Association
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• v.12 no.7
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• pp.336-345
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• 2012

Under the influence of information technology, there has been a significant change in the consumers' attitude and behavior toward the cultural products. Especially, the social network service (SNS) is predicted to effectively facilitate the growing interaction among potential consumers, which may lead to consumption of the cultural products. The goal of this study is thus two-fold: (a) to investigate the characteristic features of the digital environments based on SNS, and (b) to examine how these factors result in the purchase of the cultural contents. The survey data identified the digital environments as Informational interaction, Information connectivity, and Informational trust in the SNS environment. Subsequently, the structural equation methods confirmed that these factors facilitate consumers' participation in the information network and promote consumers' emotional attachment to the cultural contents, which eventually lead to the positive attitude toward the purchase of the cultural contents.

• Journal of Digital Convergence
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• v.17 no.8
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• pp.1-13
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• 2019

This study examined the effect of digital technologies on adolescent mental health; attention deficit, aggression, depression. Furthermore, we investigated the role of parenting style and peer attachment as they might have effects on digital technologies. Using two-wave longitudinal data, we conducted longitudinal analysis from the Korean Children and Youth Panel Survey done in 2015 and 2016. Results showed that computer and internet usage for learning purpose has a positive effect on mental health, while computer games and social media have negative effects. Also, the positive effects of learning on depression indicated stronger in adolescents who felt less affection from their parents. On the other hand, the negative effects of computer games and social media could be moderated by both parenting style and peer attachment. Implications of these results and directions for future research are discussed.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.20 no.5
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• pp.406-416
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• 2019

This study aims to examine whether a parental neglect affects an adolescent's peer attachment and adult media immersion has a mediating effect. To achieve this goal, the first year of middle school panel of 'the 6th(2015) Korean Children and Youth Panel Survey(KCYPS)' was utilized. Using SPSS PROCESS Macro developed by Hayes, 'Bootstrapping' was employed to examine the significancy of the mediating effect on 563 objectives. According to the study, first of all, more parental neglect gave rise to less peer attachment. Second, the adult media immersion partly mediates the parental neglect and the adolescent's peer attachment. The practical implications of this results are below : First, parents' care and affection inside a home is necessary to formulate the healthy peer attachment of adolescent. Second, a parent education is important to prevent an adolescent's adult media immersion. Third, an adult media education for an adolescent is desired.

• Korean Journal of Human Ecology
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• v.22 no.4
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• pp.559-574
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• 2013

The purpose of this study was to develop the couple relationship improvement program for college students and to examine the effects of the program based on the family of origin and attachment. Does based on Bowen's theory of differentiation of self, adult attachment, group counseling for this and establishes program goals according to systematic group counseling program development model and composed program. In order to attain like this research objective, six male and female couples attending colleges were divided into the participating group and comparison group; the students were from H University in Daejeon, Korea, and they had the experience of participating in the comprehensive group program. The changes shown by the couples were studied, and the cases were analyzed by examining the minutes and reports, which supplemented the quantitative analysis of the effectiveness of the group counseling program. The analysis of the effectiveness of the program showed the following. The case showed that goals of the individuals and couples, enhancing the understanding of self and partners by understanding the self-differentiation and adult attachment while having a positive impact on understanding, acceptance, disclosure of self partner and couple relationship based on the social support of the cognitive emotion regulation strategies.

• Journal of the Korean Home Economics Association
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• v.44 no.3 s.217
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• pp.79-89
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• 2006

The purpose of this study was to determine the differences of aggression and its predictors among Korean, Korean-Chinese and Chinese adolescents. The subjects were 529(176 Korean, 168 Korean-Chinese, 185 Chinese) 9th graders from Yanji in China and Korea. Data on aggression, self-concept, attachment to mother, relationship with teachers, and victimization from peers were collected with questionnaires and analyzed by t-test, ANOVA, and multiple regression. The results showed that Korean adolescents reported the highest and Chinese adolescents the lowest on aggression. There were gender differences in proactive aggression among Chinese adolescents, and on reactive aggression among Korean adolescents. Among Korean adolescents, no gender difference was revealed. The influences of self-concept, attachment to mother, relationship with teachers, and victimization from peers differed among the groups: While attachment to mother was a significant predictor for Chinese adolescents' aggression, relationship with teachers was a significant predictor for that of Korean-Chinese adolescents', and victimization from peer was a significant predictor for that of Korean adolescents'. The differential influence of race and culture to adolescents' aggression was discussed.

• Korean Journal of Child Studies
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• v.31 no.2
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• pp.103-117
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• 2010

The purpose of this study was to investigate the characteristics of internet usage among 5th and 6th grade of elementary school children and to elucidate the path model and the relative effects of various factors on internet addiction in the internet addiction tendency group. According to our results, the normal internet user group exhibit higher educational levels in fathers, secure attachment to mother, and warm friendship when compared to the internet addiction tendency group. At the same time, internet addiction group exhibit longer internet use time, a greater numbers of avatars in use, and higher avatars decoration costs. The research model suggested here was supported by the results. Attachment to mother appears to affect friendship which in turn affects avatars image decoration needs and avatars identification which in turn then has an impact upon internet addiction tendency. These results were then discussed in relation to previous research and theories.

• Journal of Korean Academy of Nursing
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• v.39 no.3
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• pp.401-408
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• 2009

Purpose: The purpose of this study was to identify the relationship of peer relationships, self-reported attachment security, perceived parental rearing attitudes, and loneliness in upper elementary school-age children. Methods: The data were collected from 207 students in grades 5 or 6, and descriptive statistics, t-test, Pearson correlation coefficients and Stepwise multiple regression were used with the SPSS/PC 12.0 program to analyze the data. Results: There was a significant difference in loneliness between the upper 25% and lower 25% groups of peer relationships, perceived parental rearing attitudes, and self-reported attachment security. Stepwise multiple regression analysis showed affection-hostility in parental rearing attitudes, validation and conflict in peer relationships, and attachment security explained 39.6% of the total variance in loneliness. Conclusion: These results may contribute to a better understanding of loneliness in upper elementary school-age children. The results of the present study indicate a need to develop nursing interventions to prevent and manage children‘s loneliness.

• The Journal of the Korea Contents Association
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• v.10 no.7
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• pp.386-395
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• 2010

This study aims to find the influential relation amongst Big 5 personality factors, job involvement and customer orientation of hotel employees and to provide methods to develop their personality factors suitable for a organization Firstly, detailed verification findings of regression analysis on Big 5 personality factors and job involvement were suggested as following; Job attachment of hotel employees influenced their extroversion and friendliness. Also, sincerity and stability had significant effects on job responsibility and task significance had significant. Secondly, regression analysis was performed to identify the results of job involvement and customer orientation and the detailed verification results are as following; Satisfaction of customers' needs had significant effect on job attachment and job responsibility. In addition, service for response to customers' contacts meaningfully influenced job responsibility and task significance.