• The Research Journal of the Costume Culture
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• v.24 no.1
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• pp.93-106
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• 2016

Study objectives are: 1) to investigate the difference in consumer perceptions of the model's image and physical attractiveness according to advertising model types; 2) to explore the effect of the difference between the model's image and the consumer's self image, the difference between the model's image and the brand's image, and the physical attractiveness of the model on attitude toward the advertising model; and 3) to explore the effect of attitude toward the advertising model on attitude toward the advertisement. A total of 306 female consumers over the age of 45 participated in experiments with advertisement stimuli for a senior apparel brand. Results showed a significant difference in the model's images and physical attractiveness according to each model type. The consumer's attitude toward the advertising model was determined by physical attractiveness of the model, not by the difference between model's image and the consumers' self-image, nor by the difference between the model's image and brand image. Attitude toward advertisements was determined by attitude toward the advertising model. The findings imply that advertising models of a senior apparel brand can be selected based on the physical attractiveness of the model. Consumers do not consider whether the model's image fits well with their self-images or the brand's image when building an attitude toward the advertising model, and this precedes the consumer's attitude toward the advertisement. These results can be used as guidelines to select appropriate models for advertisements of senior apparel brands.

• Journal of Korean Library and Information Science Society
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• v.46 no.4
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• pp.271-297
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• 2015

The purpose of this study is to develop a model of attitude toward reading. For that the concept and factors of reading attitude were examined and the preceding reading attitude models were critically studied to propose the new reading attitude model. The reading attitude model is consisted of three component named reading environment domain, reader domain and reading domain. The results of the development of a model of attitude toward reading are as follows. First, This study proposed a theoretical framework that can check and measure the reading attitude in various aspects by dividing reading attitudes into cognition, affect and intention factors. Second, It reinforced the logicality on the construct of reading attitude by dividing behavioral factor of reading attitude into the intention and the behavior. Third, This Model reflected the importance of book with text by specifying physical books and reading a book in the model. Fourth, this model theoretically proposes the potential for change of reading attitude and behavior by suggesting cognitive and affective schema from reading experience. Fifth, the developed reading attitude model helps to understand the form and process of reading attitude by presenting impact of reading environment and stimulation derived from reading environment on reader and reader's reading behavior and affective relation on feedback.

• The Korean Journal of Franchise Management
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• v.8 no.4
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• pp.7-19
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• 2017

Purpose - The purpose of this study is to investigate the effect of model attractiveness on brand attitude and purchase intention, and examine whether product-model match-up plays a moderating role in the relationship between model attractiveness and brand attitude and purchase intention. The model attractiveness is consist of psychological and physical attractiveness of the model. The authors investigate how product-model match-up influence the strength of the relationship between model attractiveness - brand attitude and purchase intention. The purpose of this is to test whether product-model match-up influence the form and effectiveness of a model attractiveness on brand attitude and purchase intention and suggest the effective and efficient methods in the model selection strategies to increase advertising effectiveness based on the results of this study. Research design, data, and methodology - The experimental design for this study was the between subject design based on 2 group of the psychological attractiveness(high vs. low) × product-model match-up(high vs low) and 2 group of the physical attractiveness(high vs. low) × product-model match-up(high vs low). And a preliminary investigation was conducted to develop experimental stimuli through manipulation check to enhance the external validity of experimental research. The attractiveness of the model and product-model match-up are independent variables and manipulative variables in presentation of experimental stimuli. The self-administered methode experiment was conducted on 300 subjects in four groups constructed according to the independent variables. Result - The findings provide partial support for a moderator for product-model match-up on the model attractiveness - brand attitude and purchase intention. First, the influence of psychological attractiveness and physical attractiveness on brand attitude and purchase intention was shown significant. Also, it was found that the average value of brand attitude and purchase intention according to psychological attractiveness was significantly higher than the average value of brand attitude and purchase intention according to physical attractiveness in additional analysis. Second, the average value of brand attitude and purchase intention were higher when product - model match-up was high in both high and low psychological attractiveness and physical attractiveness of the model. However, in the case of psychological attractiveness, the correlation effect with product - model match-up was significant, but in the case of physical attractiveness, it was not significant. Conclusions - The results of this study suggest that the attractiveness factor should be considered in selecting the ad model by verifying the effect of the attractiveness of the model on the advertising effect. In particular, this study has great significance both academically and practically in terms of suggesting such implications that the advertising effect of psychological attractiveness and physical attractiveness may be different depending on the product type by additional analysis.

• The Research Journal of the Costume Culture
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• v.21 no.3
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• pp.338-347
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• 2013

In this study, it was explored a research model consisting of slogan attitude, brand familiarity, brand attitude, brand recall, and product category recall of retailers. Experimental research was conducted with 3,028 males and females in their 20's to 40's using stimuli of 10 slogan-brand sets from various types of retailers. In results, the research model developed based on the literature was confirmed and supported by data. In the model test, all hypotheses were supported. The effects of slogan attitude and brand familiarity on brand attitude were confirmed. Also, brand familiarity affected brand recall. Category recall was predicted by brand attitude and brand recall. As consumers have better attitude toward slogans, they tend to have better attitude toward the brand. As consumers are more familiar with the brand, they are likely to better recall brands when they are exposed to the slogan. As consumers have better attitude toward brand and better recall the brand, they tend to better recall the business category when they see the slogan. Study findings may help marketers to develop better strategies for slogan use by considering diverse variables related to consumer responses toward slogan attitudes.

• Advances in aircraft and spacecraft science
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• v.1 no.4
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• pp.427-441
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• 2014

Orbit-raising is an important step to place spacecraft from parking orbits into working orbits. Attitude control system design is crucial in the success of orbit-raising. Several text books have discussed this design and focused mainly on the traditional methods based on single-input single-output (SISO) transfer function models. These models are not good representations for many orbit-raising control systems which have multiple thrusters and each thruster has impact on the attitude defined by all outputs. Only one published article is known to use a more suitable multi-input multi-output (MIMO) Euler angle model in spacecraft orbit-raising attitude control system design. In this paper, a quaternion based MIMO model for the orbit-raising attitude control system design is proposed. The advantages of using quaternion based model for orbit-raising control system designs are (a) there is no need for mathematical transformations because the attitude measurements are normally given by quaternion, (b) quaternion based model does not depend on rotational sequences, which reduces the chance of human errors, and (c) the singular point of reduced quaternion model is the farthest from the operational point where linearization is performed. We will show that performance of quaternion model based design will be as good as the performance of Euler angle model based design for orbit-raising problem.

• International Journal of Advanced Culture Technology
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• v.9 no.4
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• pp.61-70
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• 2021

At a time when children of multicultural families have begun to enter adolescence in Korea, this study examined the effects of parental support and bicultural acceptance on the career attitude maturity of multicultural adolescents. This study tried to derive the implications related to the career path of multicultural adolescents by verifying the effects of self-esteem on the relationship between parental support, bicultural acceptance, and career attitude maturity. Using the 8th Multicultural Adolescent Panel Survey data (MAPS), the relative influence of antecedent variables on career attitude maturity was confirmed by hierarchical regression analysis of the data from 1,197 respondents. Model 1 included gender and parental support, Model 2 added bicultural acceptance to Model 1, and Model 3 added self-esteem to Model 2. As a result of the study, in Model 1, women had higher career attitude maturity than men, and the more supportive their parents were, the more positive the level of career attitude maturity. The adjusted R2 of Model 1 was .058, which did not have much influence. In Model 2, gender, parental support, and bicultural acceptance had statistically significant effects on career attitude maturity, and the amount of change in F was also significant. The adjusted R2 of Model 2 was .132. In Model 3, parental support was not statistically significant, and gender, bicultural acceptance, and self-esteem had statistically significant effects on career attitude maturity. The amount of change in F was statistically significant and the adjusted R2 was .185. That is, it was confirmed that the more the women, the more the bicultural acceptance, and the higher the self-esteem, the more prepared and determined the career path. Based on the research results, the implications related to career preparation of multicultural adolescents were presented.

• Proceedings of the KSRS Conference
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• 2002.10a
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• pp.543-547
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• 2002

In this paper, we introduce a more improved camera modeling method for linear pushbroom images than the method proposed by Orun and Natarajan(ON). ON model shows an accuracy of within 1 pixel if more than 10 ground control points(GCPs) are provided. In general, there is high correlation between platform position and attitude parameters but ON model ignores attitude variation in order to overcome such correlation. We propose a new method that obtains an optimal solution set of parameters without ignoring the attitude variation. We first assume that attitude parameters are constant and estimate platform position's. Then we estimate platform attitude parameters using the values of estimated position parameters. As a result, we can set up an accurate camera model for a linear pushbroom satellite scene. In particular, we can apply the camera model to its surrounding scenes because our model provide sufficient information on satellite's position and attitude not only for a single scene but also for a whole imaging segment. We tested on two images: one with a pixel size 6.6m$\times$6.6m acquired from EOC(Electro Optical Camera), and the other with a pixel size 10m$\times$l0m acquired from SPOT. Our camera model procedures were applied to the images and gave satisfying results. We had obtained the root mean square errors of 0.5 pixel and 0.3 pixel with 25 GCPs and 23 GCPs, respectively.

• Journal of the Korean Society of Clothing and Textiles
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• v.28 no.2
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• pp.224-234
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• 2004

This paper is an exploratory research to identify the structural model suitable for the fashion brand attitude effect process of VMD structural elements. Under the circumstances of severe competitiveness in price-conscious casual brand, we intended to find measurement model of VMD effect to establish plausible brand specific VMD strategy. Since VMD is regarded as one of marketing stimuli like advertising, we introduced Mackenzie, Lutz, and Belch(1986)＇s advertising effect measurement model for the analysis. For the study, VMD structural elements were composed of controllable visual factors from store environment at the aspect of marketing strategy. As a result, the reciprocal mediation hypothesis model shows the best fit for the VMD stimuli. That is, under the cognition of interaction between VMD attitude and brand attitude, strategy must be considered to strengthen the attitude relation between VMD and brand. The second fit model was the dual mediation model which was adopted from Petty and Cacioppo＇s ELM. According to this, when you make use of VMD strategy, it is needed to consider both of affective and cognitive factors of VMD.

• Journal of Institute of Control, Robotics and Systems
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• v.9 no.10
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• pp.852-860
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• 2003

We introduce the error models for an attitude determination system(ADS) with gyroscopes and stellar sensor. The ADS error models are derived according to the definition of the reference frame and of the attitude error. The equivalent error models applicable to the attitude determination system with large attitude errors are presented. The simulation results show that the proposed error models improve performance of the attitude determination system.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.10
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• pp.1658-1670
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• 2010

This study investigates the differences in advertisement attitude, brand attitude, and purchase intention based on advertising model and consumer product involvement. A total of 100 respondents in high involvement and 100 respondents in low involvement categories were exposed to the advertisements of a cosmetic brand using 4 different model types: celebrity endorser, expertise endorser, ordinary person as an endorser, and no endorser. The experiment was planned as $2{\times}4$ types including high/low involvement and 4 different model types (25 respondents each). After looking at an advertisement for 1 minute, respondents were asked to answer a survey measuring advertisement attitude, brand attitude, and purchase intension. The results of this study showed that 6 hypotheses were supported and there was a significant difference between the high involvement and low involvement group depending on the advertising models used as well as the advertisement that influence advertisement attitude, brand attitude, and purchase intension. High involvement consumers showed the most favorable advertisement attitude on an advertisement with an expertise endorser, but low involvement consumers showed the most favorable advertisement attitude on an advertisement with a celebrity endorser. High involvement consumers showed the most favorable brand attitude on an advertisement with an expertise endorser whereas low involvement consumers showed the most favorable brand attitude on an advertisement with a celebrity endorser. High involvement consumers showed the highest purchase intention on an advertisement with an expertise endorser whereas low involvement consumers showed no difference in purchase intention depending on advertisement models. This study shows that marketers should differentiate advertising strategies based on consumer involvement.