• Asia Marketing Journal
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• v.15 no.3
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• pp.97-115
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• 2013

This paper was motivated by two gaps in the extant literature on brand portfolio planning. First, research has shown that, as the number of products connected to a brand increases, the extended product receives more favorable evaluations. However, this result was obtained by comparing two brands with different number of products while controlling the brands' breadths. Hence one may question if the above result would hold when the brand is narrow as well as broad. Second, the literature has investigated the effect of brand breadth on the perceived fit and evaluations of an extended product within a relatively limited range ("narrow vs. broad") and not considered the case of a "very broad" brand. To address these gaps, we propose two hypotheses: 1) the effects of the number of products associated with a brand on the perceived fit and evaluations of a moderately far brand extension are moderated by the brand's breadth (H1); and 2) the relationship between a brand's breadth and a moderately far extension's perceived fit and evaluations looks like an inverse-U shape (H2). Study 1 was conducted to test H1. Study 1 employed a 2 × 2 within-subjects design in which the first factor was the number of products (small (2) or large (5)), and the second factor was brand breadth (narrow or broad). We measured brand breadth as the perceived similarity among products associated with a brand. Participants provided the perceived fit and evaluations of an extended product. Study 2 was conducted to test H2 as well as to replicate Study 1 in a more general setting and with different products. It employed a 2 × 3 within-subjects design, in which the first factor was the number of products (small (2) or large (5)), and the second factor was brand breadth (narrow, broad, or very broad). The results from two experiments support both hypotheses. This paper contributes to the literature on brand extensions in two ways. First, it broadens our understanding of the effects of product number and brand breadth on extended product evaluations by considering the two factors jointly. Second, we believe this study to be the first to present evidence that brand breadth can exert an inverted U-shape effect on the perceived fit and evaluations of an extended product. The results also offer implications for marketers. First, marketers should heed the finding that adding similar products to a narrow brand does not help the brand's extension launch. Second, the finding that the relationship between brand breadth and extended product evaluations might not be linear provides practical implications. While a narrow brand should not keep launching close extensions, nor should a broad brand continue producing far extensions to broaden its breadth. A firm with a broad corporate or family brand might want to consider introducing a new brand instead of adding dissimilar products under the brand umbrella.

• Human Ecology Research
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• v.51 no.4
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• pp.455-472
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• 2013

This paper's aim is to explore how China's country image affects the product evaluations and purchase intentions through three major hypothesize. Four hundred eighty-nine Korean adult consumers, who have the purchase experiences of goods made in China before, were invited to take part in this investigation. Data analyses were conducted by reliability test, confirmatory factor analysis and structural equation modeling with SPSS ver. 19.0 and AMOS ver. 18.0. This study focused on multi-dimensional country image and found that China's country image contains 5 elements (people, evolution, politic, economic and culture). Empirical verification through structural equation modeling indicates that the data offer substantial supports, such that China's country image represents the predominant influence on product evaluations and people, evolution, and politic image showed positive effects. Also, China's country image has a positive influence on the product purchase intentions directly (culture image) and indirectly (people, politics, and evolution image) through the product evaluations. Practical implications of findings will be discussed and suggested as follows. First, this study complements the lack of researches on China among the studies regarding country image. Secondly, research results would help us to understand the perception on China's country image of Korean consumers' and to seek the criteria by which consumers evaluate goods made in China. Finally, this research can help Chinese companies to make market strategies effectively when they entering Korean market by exploring the factors which have strong influences on Korean consumers' purchase behaviors.

• Korean Chemical Engineering Research
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• v.50 no.4
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• pp.646-653
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• 2012

We studied the economic evaluations on Korea Institute of Energy Research (KIER)'s $CO_2$ capture process using dry sorbents, and compared the results with those of comparable technologies. Capital and operating costs of the $CO_2$ capture system for 500 MW coal fired power plant were estimated to determine the economic feasibility. LCOE (Levelized Cost of Energy) and $CO_2$ capture cost appeared 32.46$/MWh and 28.15$/ton$CO_2$, respectively. The internal rate of return (IRR), the net present values (NPV), and the payback period (PBP), were calculated by assuming several variables. As the result of calculation, IRR of KIER's $CO_2$ capture system was 15%, NPV was calculated 6,631,000$, and PBP was 5.93 years at $50/t$CO_2$ of CER price. Consequently, this process can compete with other comparative processes using dry sorbents.

• International conference on construction engineering and project management
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• 2013.01a
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• pp.28-35
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• 2013

The construction industry has introduced the Leadership in Energy and Environmental Design (LEED) rating system to promote objective evaluations of the sustainability of buildings. Three important values to consider when implementing sustainability are the associated environmental, social, and economic impacts. Recently, researchers have begun to investigate the real estate value of LEED certified buildings in terms of the rental cost, occupancy rate, cost per unit area, and resale value in order to better understand the economic benefits of the LEED rating system. However, the economic benefits also encompass economic effects such as the impact of LEED certified buildings on neighborhood real estate values surrounding the certified buildings. This research examines whether the enhanced real estate value of LEED certified buildings in New York City extends to surrounding commercial buildings, utilizing spatial analysis via a Geographic Information System (GIS) and the hedonic pricing method to derive meaningful economic relationships. The results provide practical insights into the economic effect of LEED certified buildings that will be of interest to city officials and planners, as well as the owners, developers, investors and other stakeholders of surrounding buildings.

• Journal of Environmental Impact Assessment
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• v.9 no.4
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• pp.363-372
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• 2000

For any particular development project or environmental regulations, decision-making criteria is required and conflicts among criteria should be resolved. It is necessary to investigate criteria that government agencies employ in making decisions that influence the environment. The evaluation of alternative development proposals and regulatory measures involves much more than environmental issues. Economic, technical, and social factors should be considered along with environmental impacts when making evaluations. Evaluation should be based on values of all individuals who may be affected by public or private decisions. There are many evaluation methods for determining how individuals and groups value alternative public actions. Numerous weighting-scaling methodologies can be used in such evaluations. These methodologies represent adaptations of multiple-criteria or multiple-attribute decision-making techniques. Environmental risk assessment which accounts for uncertainties in choosing among alternative policies and projects is increasingly used.

• Proceedings of the KIEE Conference
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• 2005.11b
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• pp.356-358
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• 2005

This paper evaluates minimum and maximum power exchange considering economic and technical characteristics between Russia and ROK. First, we evaluate minimum power exchange to assure the economic feasibility by comparison with the total cost and benefit of the interconnected line. For evaluating maximum exchange power, system constraints are considered, which are examined through load flow and dynamic analysis by using the PSS/E program. As a result of these evaluations, we suggest the reasonable range of power exchange between ROK and Russia considering economic and technical constraints with the interconnection scenario that power system interconnection between ROK and Russia will be realized in the year 2010.

• Journal of Ocean Engineering and Technology
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• v.16 no.6
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• pp.76-81
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• 2002

The purpose of this study is to set up the optimum economical formation of the purse seiner fishing system. For this task, the characteristics of existing purse-seiner fishing system were reviewed, and the possible formations of the fleet in tile purse-seiner fishing system were examined through the reallocation of function for each individual vessel. In addition, economic evaluations of the possible formations of the fleet are carried out. Consequently, it was found that 2-vessel formations have the most economic efficiency. Then, a conceptual system design for the main vessel in the 2-vessel formations was performed. As a result, this paper can be used as a helpful guideline to develop the most profitable and economical fishing system in the fleet type fishery.

• The Transactions of the Korean Institute of Electrical Engineers A
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• v.49 no.4
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• pp.152-160
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• 2000

This paper presents an efficient evaluation method on the role of new energy storage systems, especially the secondary Battery Energy Storage (BES) systems, in the case where they are interconnected with the power distribution systems. It is important to perform the economic evaluation for the new energy storage systems in a synthetical and quantitative manner, because they are very costly in the early stage of their development and commercialization. In this paper, the multiple functions of BES systems, which are operated at distribution systems, such as load levelling, effective utilization of power distribution systems and uninterruptible power supply at the emergency conditions are classified and analyzed. And then the quantitative evaluation methods of the multiple functions for BES systems are proposed using the mathematical modelling.

• Journal of the Korean Institute of Illuminating and Electrical Installation Engineers
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• v.24 no.10
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• pp.90-98
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• 2010

Microgrid is a small-scale power system composed of distributed generators, energy storage system and loads, and can operate in the grid-connected mode and the islanded mode. This paper presents optimal design procedures for remote microgrid. The design program is based on the economic evaluations including the feasibility study module, optimal combination and allocation of DERs, power network design and the reduction of the GHG emmission. This program which is suggested in this paper shows good performance as a tool of remote microgrid design.

• The Journal of Fisheries Business Administration
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• v.38 no.3
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• pp.67-88
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• 2007

This study is to estimate the factor weights for a successful sea-ranching project using the Analytical Hierarchy Process. Furthermore, it investigates the policy implications revealed by the differences in group opinions throughout fishermen, government officials, researchers and the scholars when the weights are assessed. The hierarchy is constructed for the 3 levels of factors which must be evaluated for a successful sea-ranching project. The top level of factors is divided by the ecological factors and the socioeconomic factors. As the middle level of factors, there are 3 factors such as the choice of fish, the habitat environment and the production technology under the ecological factors and another 3 factors such as the stability of fishery society, economic factors, and the law & system under the socio-economic factors. And then, at the bottom level of the hierarchy, the economic factors have two different sub-factors such as the fishing revenue and cost. The law & system has also 3 sub-factors such as the accessibility to sea-ranching area, fishing method, and surveillance. The fishermen and government officials show us quite opposite tendencies in assessments of the weights while both the researchers and scholars reveal almost the same opinions positioned at somewhere between first two groups. The study also reports the evaluations of efficiency measures for resource recovery methods among the sea-ranching project, artificial reef, release of fish seeds, and marine protection area. Both the sea-ranching project and marine protection area have the same efficiency in terms of resource recovery while the artificial reef and release of fish seeds are revealed as somewhat less efficient methods comparing to the former two methods.