• Title/Summary/Keyword: HP20

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Identification and quantification of major malonyl ginsenosides isolated from Panax ginseng C.A. Meyer (인삼(Panax ginseng C.A. Meyer)로부터 Malonyl ginsenoside의 분리 및 정량분석)

  • Shin, Woo Cheol;Jung, Jiyun;Na, Hyeon Seon;Bo, Jeon Hwang;Kim, Hyoung-Geun;Yoon, Dahye;Choi, Bo-Ram;Lee, Young-Seob;Kim, Geum-Soog;Baek, Nam-In;Lee, Yi;Lee, Dae Young
    • Journal of Applied Biological Chemistry
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    • v.62 no.4
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    • pp.375-384
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    • 2019
  • The root of Panax ginseng C.A. Meyer were extracted with 70% aqueous EtOH and the concentrates were partitioned into MeOH and H2O fractions using Diaion HP-20. The repeated SiO2 or octadecyl SiO2 column, and MPLC for the MeOH fraction led to isolation of four malonyl ginsenosides. The chemical structures of these compounds were determined as malonyl ginsenoside Rd (1) malonyl ginsenoside Rc (2) malonyl ginsenoside Rb2 (3) malonyl ginsenoside Rb1 (4) based on spectroscopic analyses including Nuclear magnetic resonance and HR-TOF/MS. The contents of malonyl ginsenoside Rb1 was highist as 5.44 mg/g of five years of ginseng. And malonyl ginsenoside Rd was lowest as 0.11 mg/g of six years of ginseng. Additionally, the malonyl ginsenoside Rd exhibited hepatoprotective effect against ethanol-induced hepatotoxicity in HepG2 cell line.

Discharge Rate Prediction of a new Sandbypassing System in a Field (새로운 샌드바이패싱 시스템의 토출율 예측을 위한 현장실험 연구)

  • Kweon, Hyuck-Min;Park, Sang-Shin;Kwon, Oh-Kyun
    • Journal of Korean Society of Coastal and Ocean Engineers
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    • v.23 no.4
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    • pp.292-303
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    • 2011
  • A new type of sand bypassing system is proposed for recovering the eroded beach in this study. This system provides an added methodology to the soft defence which is main recovery method for the coastal shore protection in the world. The study proposes a conceptional design and manufacturing procedure for the relatively small size machine of sand bypassing. In order to get the discharging volume information, the power capacity of the system is tested in the field. The discharge rate of the new system shows up to the expected maximum of 618 ton/hr which is 9.6% lower than that by theoretical calculation. It gives a resonable agreement in this system when the flow is assumed to be of the high density. In this study, the delivering volume of sand is estimated according to the discharge rate. The combination of 300 mm(12 inch) intake and 250 mm(10 inch) discharge pipe line has the pumping capacity of $103\;m^3/hr$ which is nearly the same as that of South Lake Worth Inlet sand bypassing system, Florida, U.S.A.. The proposed system added the mobility to its merit. The unit price of Florida's sand bypassing is $$8~9/m^3$ (US). The system would be economically suitable for small volume of sand because no additional equipment is necessary for the intake. The diesel fuel of 25~30 l/hr was consumed during the system operation. The multiple working system would be the next investigation target for large volume of sand.

Clinical evaluation of bleaching effect of 3% hydrogen peroxide strip with primer on human enamel (3% hydrogen peroxide 자가미백 부착대와 프라이머 겸용에 의한 치아미백 효과 평가)

  • Yang, Hae-Young;Kim, Eun-Kyong;Choi, Sung-Suk;Cho, Min-Jeong;Lee, Young-Eun;Yoon, Ho-Young;Song, Keun-Bae
    • Journal of Korean society of Dental Hygiene
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    • v.13 no.5
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    • pp.901-908
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    • 2013
  • Objectives : The purpose of this study was to evaluate the bleaching effect of 3% hydrogen peroxide containing strip with primer in vivo. Methods : 22 female subjects aged from 20 to 39 years old were recruited after informed consent. They were divided into two groups with control and experimental group. Experimental group was bleached with 3% HP strip with primer, and control group received placebo for 14 days. Color changes were measured with Shade Eye-NCC (Shade Eye-NCC, SHOFU Co., Japan), Shade guide (VITA classical shade guide, $VIDENT^{TM}$, CA, USA) and digital camera image. All collected data were analyzed using SPSS 18.0. Results : At baseline, $L^*$ was $71.75{\pm}3.2$ and $b^*$ was $14.90{\pm}3.6$ in control, and $L^*$ was $71.3{\pm}3.4$ and $b^*$ was $15.61{\pm}3.7$ in experimental group. At day 14, $L^*$ was $71.35{\pm}3.2$ and $b^*$ was $13.97{\pm}4.3$ in control, and $L^*$ was $73.51{\pm}2.0$, $b^*$ was $9.10{\pm}3.0$ in experimental group. ${\Delta}E^*$ of all teeth were statistically significant between the two groups. Final ${\Delta}E^*$ was $7.15{\pm}2.09$ at experimental group and $2.78{\pm}2.93$ at control group, and the difference was significant (p<0.005). Color changes using shade guide also significantly decreased at 14th day compared with baseline at experimental group (p<0.005). Conclusions : 3% hydrogen peroxide strip with primer revealed effective enough to bleaching the human enamel during 14 days without any soft and hard tissue irritations.

Thickness Determination of Ultrathin Gate Oxide Grown by Wet Oxidation

  • 장효식;황현상;이확주;조현모;김현경;문대원
    • Proceedings of the Korean Vacuum Society Conference
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    • 2000.02a
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    • pp.107-107
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    • 2000
  • 최근 반도체 소자의 고집적화 및 대용량화의 경향에 다라 MOSFET 소자 제작에 이동되는 게이트 산화막의 두께가 수 nm 정도까지 점점 얇아지는 추세이고 Giga-DRAM급 차세대 UNSI소자를 제작하기 위해 5nm이하의 게이트 절연막이 요구된다. 이런 절연막의 두께감소는 게이트 정전용량을 증가시켜 트랜지스터의 속도를 빠르게 하며, 동시에 저전압동작을 가능하게 하기 때문에 게이트 산화막의 두께는 MOS공정세대가 진행되어감에 따라 계속 감소할 것이다. 따라서 절연막 두께는 소자의 동작 특성을 결정하는 중요한 요소이므로 이에 대한 정확한 평가 방법의 확보는 공정 control 측면에서 필수적이다. 그러나, 절연막의 두께가 작아지면서 게이트 산화막과 crystalline siliconrksm이 계면효과가 박막의 두께에 심각한 영향을 주기 때문에 정확한 두께 계측이 어렵고 계측방법에 따라서 두께 계측의 차이가 난다. 따라서 차세대 반도체 소자의 개발 및 양산 체계를 확립하기 위해서는 산화막의 두께가 10nm보다 작은 1nm-5nm 수준의 박막 시료에 대한 두께 계측 방법이 확립이 되어야 한다. 따라서, 본 연구에서는 습식 산화 공정으로 제작된 3nm-7nm 의 게이트 절연막을 현재까지 알려진 다양한 두께 평가방법을 비교 연구하였다. 절연막을 MEIS (Medim Energy Ion Scattering), 0.015nm의 고감도를 가지는 SE (Spectroscopic Ellipsometry), XPS, 고분해능 전자현미경 (TEM)을 이용하여 측정 비교하였다. 또한 polysilicon gate를 가지는 MOS capacitor를 제작하여 소자의 Capacitance-Voltage 및 Current-Voltage를 측정하여 절연막 두께를 계산하여 가장 좋은 두께 계측 방법을 찾고자 한다.다. 마이크로스트립 링 공진기는 링의 원주길이가 전자기파 파장길이의 정수배가 되면 공진이 일어나는 구조이다. Fused quartz를 기판으로 하여 증착압력을 변수로 하여 TiO2 박막을 증착하였다. 그리고 그 위에 은 (silver)을 사용하여 링 패턴을 형성하였다. 이와 같이 공진기를 제작하여 network analyzer (HP 8510C)로 마이크로파 대역에서의 공진특서을 측정하였다. 공진특성으로부터 전체 품질계수와 유효유전율, 그리고 TiO2 박막의 품질계수를 얻어내었다. 측정결과 rutile에서 anatase로 박막의 상이 변할수록 유전율은 감소하고 유전손실은 증가하는 결과를 나타내었다.의 성장률이 둔화됨을 볼 수 있다. 또한 Silane 가스량이 적어지는 영역에서는 가스량의 감소에 의해 성장속도가 둔화됨을 볼 수 있다. 또한 Silane 가스량이 적어지는 영역에서는 가스량의 감소에 의해 성장속도가 줄어들어 성장률이 Silane가스량에 의해 지배됨을 볼 수 있다. UV-VIS spectrophotometer에 의한 비정질 SiC 박막의 투과도와 파장과의 관계에 있어 유리를 기판으로 사용했으므로 유리의투과도를 감안했으며, 유리에 대한 상대적인 비율 관계로 투과도를 나타냈었다. 또한 비저질 SiC 박막의 흡수계수는 Ellipsometry에 의해 측정된 Δ과 Ψ값을 이용하여 시뮬레이션한 결과로 비정질 SiC 박막의 두께를 이용하여 구하였다. 또한 Tauc Plot을 통해 박막의 optical band gap을 2.6~3.7eV로 조절할 수 있었다. 20$0^{\circ}C$이상으로 증가시켜도 광투과율은 큰 변화를 나타내지 않았다.부터 전분-지질복합제의 형성 촉진이 시사되었다.이것으로 인하여 호화억제에 의한 노화 방지효과가 기대되었지만 실제로 빵의 노화는 현저히 진행되었다

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Dredging Material High Efficiency Transport Technology Test by Using the Electro Magnetic Field and Development of the Technical Design Manual (전자기장을 이용한 준설토 고효율 이송기술 실증 및 기술 지침 개발)

  • Kim, Dong-Chule;Kim, Yu-Seung;Yea, Chan-Su;Kim, Sun-Bin;Park, Seung-Min
    • Journal of Coastal Disaster Prevention
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    • v.5 no.4
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    • pp.173-182
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    • 2018
  • As the research about increasing the efficiency of dredging soil transport, the technology, which reduce the friction between pipe wall and fluid in the pipe and disturbed generating pipe blockage, has been developed. So for the purpose of applying this technology to real construction site, main test has been tried at the real scale test in field. As a test result, this paper will show 30% flow efficiency increasing by permitted electro magnetic force to the pipe. And test result was evaluated as a ultra sonic velocity profiler. To propose the design technique and the execution manual of the high efficiency dredging material transport technic, this research have confirmed flow status changing depending on a soil material kind under electro-magnetic field and analyze the effect of electro-magnetic field which affects to each dredged soil material transportation. For achieving this research, EMF(Electro-Magnetic Field) generator is installed on the dredger(20,000HP) and through monitored flow status, dredging soil flow rate and sampled material specification is confirmed. Also dredger operating condition is measured and dredger power for soil transportation, hydraulic gradient and flow rate are compared, as transportation efficiency is calculated by this parameter, it is possible to check transportation efficiency improvement depending on each dredged soil material under electro-magnetic field. To verify the technique of dredged soil transfer using electromagnetic field, which is the core technique of the high efficiency dredged soil transfer, and the technique of expert system for pipeline transfer and the flow state. This could lead to a verification of transfer efficiency according to the characteristics of the dredged soil (sand, clay, silt) and the transfer distance (5km, 10km, 15km), which is planned to be used for a technology development of pump power reduction and long-distance transfer applying the high efficiency dredged soil transfer technology.

Climate Change Impact on Nonpoint Source Pollution in a Rural Small Watershed (기후변화에 따른 농촌 소유역에서의 비점오염 영향 분석)

  • Hwang, Sye-Woon;Jang, Tae-Il;Park, Seung-Woo
    • Korean Journal of Agricultural and Forest Meteorology
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    • v.8 no.4
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    • pp.209-221
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    • 2006
  • The purpose of this study is to analyze the effects of climate change on the nonpoint source pollution in a small watershed using a mid-range model. The study area is a basin in a rural area that covers 384 ha with a composition of 50% forest and 19% paddy. The hydrologic and water quality data were monitored from 1996 to 2004, and the feasibility of the GWLF (Generalized Watershed Loading function) model was examined in the agricultural small watershed using the data obtained from the study area. As one of the studies on climate change, KEI (Korea Environment Institute) has presented the monthly variation ratio of rainfall in Korea based on the climate change scenario for rainfall and temperature. These values and observed daily rainfall data of forty-one years from 1964 to 2004 in Suwon were used to generate daily weather data using the stochastic weather generator model (WGEN). Stream runoff was calibrated by the data of $1996{\sim}1999$ and was verified in $2002{\sim}2004$. The results were determination coeff, ($R^2$) of $0.70{\sim}0.91$ and root mean square error (RMSE) of $2.11{\sim}5.71$. Water quality simulation for SS, TN and TP showed $R^2$ values of 0.58, 0.47 and 0.62, respectively, The results for the impact of climate change on nonpoint source pollution show that if the factors of watershed are maintained as in the present circumstances, pollutant TN loads and TP would be expected to increase remarkably for the rainy season in the next fifty years.

Project of Improving Good Agriculture Practice and Income by Intergrated Agricultural Farming (미얀마 우수농산물 재배기술 전수사업)

  • Lee, Young-Cheul;Choi, Dong-Yong
    • Journal of Practical Agriculture & Fisheries Research
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    • v.16 no.1
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    • pp.193-206
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    • 2014
  • The objectives of the project are to increase farmers' income through GAP and to reduce the loss of agricultural produce, for which the Korean partner takes a role of transferring needed technologies to the project site. To accomplish the project plan, it is set to implement the project with six components: construction of buildings, installation of agricultural facilities, establishment of demonstration farms, dispatching experts, conducting training program in Korea and provision of equipments. The Project Management Committee and the Project Implementation Team are consisted of Korean experts and senior officials from Department of Agriculture, Myanmar that managed the project systematically to ensure the success of the project. The process of the project are; the ceremony of laying the foundation and commencing the construction of training center in April, 2012. The Ribbon Cutting Ceremony for the completion of GAP Training Center was successfully held under PMC (MOAI, GAPI/ARDC) arrangement in SAl, Naypyitaw on June 17, 2012. The Chairman of GAPI, Dr. Sang Mu Lee, Director General U Kyaw Win of DOA, officials and staff members from Korea and Myanmar, teachers and students from SAl attended the ceremony. The team carried out an inspection and fixing donors' plates on donated project machineries, agro-equipments, vehicles, computers and printer, furniture, tools and so forth. Demonstration farm for paddy rice, fruits and vegetables was laid out in April, 2012. Twenty nine Korean rice varieties and many Korean vegetable varieties were introduced into GAP Project farm to check the suitability of the varieties under Myanmar growing conditions. Paddy was cultivated three times in DAR and twice in SAl. In June 2012, vinyl houses were started to be constructed for raising seedlings and finished in December 2012. Fruit orchard for mango, longan and dragon fruit was established in June, 2012. Vegetables were grown until successful harvest and the harvested produce was used for panel testing and distribution in January 2013. Machineries for postharvest handling systems were imported in November 2012. Setting the washing line for vegetables were finished and the system as run for testing in June 2013. New water tanks, pine lines, pump house and electricity were set up in October 2013.

Effect of Lead Acetate on Pancreatico-biliary Secretion (납(Lead)이 취외분비 기능에 미치는 영향)

  • Sheen, Yhun-Yhong;Kim, Won-Joon
    • The Korean Journal of Pharmacology
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    • v.17 no.1 s.28
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    • pp.17-25
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    • 1981
  • No evidence has accumulated that lead compound is an essential component for biological function in animals. Lead is absorbed primarily through the epithelial mucosal cells in duodenum and the absorption can be enhanced by the substances which bind lead and increase its solubility. Iron, zinc and calcium ions, however, decrease the absorption of lead without affecting its solubility, probably by competing for shared absorptive receptors in the intestinal mucosa. Therefore, the absorption of lead is increased in iron deficient animals. Lead shows a strong affinity for ligands such as phosphate, cysteinyl and histidyl side chains of proteins, pterins and porphyrins. Hence lead can act on various active sites of enzymes, inhibiting the enzymes which has functional sulfhydryl groups. lead inhibits the activity of ${\delta}$-aminolevulinic acid dehydratase for the biosynthesis of hemoproteins and cytochrome, which catalyzed the synthesis of monopyrrole prophobilinogen from ${\delta}$-aminolevulinic acid. Accordingly lead decrease hepatic cytochrome p-450 content, resulting an inhibition of the activity of demethylase and hydroxylase in liver. Little informations are available on the effect of lead on digestive system although the catastrophic effects of lead intoxication are well documented. The present study was, therefore, attempted to investigate the effect of lead on pancreaticobiliary secretion in rats. Albino rats of both sexes weighing $170{\sim}230g$ were used for this study. The animals were divided into one control and three treated groups, i.e., control (physiologic saline 1.5ml/kg i.p.), lead acetate $(l0{\mu}mole/kg/day\;i.p.)$, $Pb(Ac)_2$ and EDTA$(each\;10{\mu}mole/kg/day\;i.p.)$, $Pb(Ac)_2$ and $FeSO_4(each\;l0{\mu}mole/kg/day\;hp)$. The pancreatico-biliary juice was collected under urethane anesthesia, and activities of amylase and lipase were determined by employing Sumner's and Cherry and Crandall's methods. The summarized results are follows. 1) In the experiment for acute toxicity of lead acetate, 20% of mortality was observed in rat treated with lead acetate as well as inhibition of the activity of amylase in the juice at the 3 rd day of the treatment. 2) No increases in body weight were observed in rats treated with lead acetate, while in control group the significant increases were observed. However, the body weights of animals were increased in the group lead acetate plus EDTA or $FeSO_4$. 3) Lead acetate decreased significantly the volume of pancreatico-biliary juice whereas additional treatment of EDTA and $FeSO_4$ prevented it. 4) Total activity of amylase was markedly reduced due to lead acetate treatment, but no change was showed following additional treatment with EDTA and $FeSO_4$. 5) No changes in the cholate and lipase output were observed in rats treated with lead acetate as compared with that of control rats. 6) Increase in bilirubin output in rats treated with lead acetate was shown on the 2nd and 3rd weeks treatment. 7) In the case of in vitro experiment, lead acetate also markedly inhibited release of amylase from pancreatic fragment. 8) Histologic finding indicated that acini vacuolation was induced in the pancreatic tissue of rat treated with lead acete. From the above results, it might be concluded that lead acetate decreases the volume of pancreatico-biliary secretion and inhibits the amylase activity, by acting directly on pancreatic cells.

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Analysis of the Utilization Characteristics of Electrical Power and Equipments on the Farms (농촌의 전력및 전기기기의 이용특성분석)

  • 박승우;류한열
    • Magazine of the Korean Society of Agricultural Engineers
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    • v.17 no.4
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    • pp.3943-3955
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    • 1975
  • The purposes of this study are to evaluate the utilization characteristics of electrical power consumption, to grasp the present trends in the use of electrical equipments, to estimate the demand factor and load factor being held, and to evaluate the efficiency of electical uses for the recently electrified farms cultivating paddy rice. For the purposes, 109 sample farms located in eleven villiages electrified in six different years from 1968 to 1973, were chosen at random and investigated on 35 items concerning to electrical uses and wiring systems. The survey was carried out in 1975, in the vinicity of Suweon city. The results are summarized as follows: i) The average annual power consumption on sample farms is considered to be low, being 242.9 Kwh. in 1974, and varied according to the different electrified year and size of cultivated land, respectively. It has significant positive correlation to the area of farm, too. ii) Between the number of year of electrical uses and the power consumption, there is very significant positive correlation, which could be expressed as Y=43.041+16.108 X, where X represents the number of years of electrical uses. The annual increment of power consumption is much greater at the beginning of the electrification than that at the later years, its average being approximately 20 percent. However, it is recommended that any estimation of long-term increments should be carefully investigated. iii) The monthly power consumption varies considerably throughout a year, in which the heaviest farm load occurs in November. Observing the seasonal variation of consumption, the winter-time is the heaviest season while the summer is the lowest. The result implies house lighting is chief contribution to the present electrical consumption on the farms. Comparing the variation of monthly consumption ratios between the sample farms and industries, the electrical uses on the farms are independant of the industrial uses, and further, the agricultural uses are of inverse pattern to the farms from the results that there is negative correlationship between them, iv) The number of electrical equipments used on the farms are occupied chiefly by lighting sources. Next to the lighting sources, household appliances of small quantity and some motors are used. The mean electrical quantity is about 1, 127.4 watt, which corresponds to about 37.6 per cent to the contracted quantity. The composition of quantity is chiefly occupied by the electrical motor of about 1.5 hp., single-phased. The number of the annual utilization hours of each equipment is tabulated in Table IV-5. In contradiction to the high utilization of lighting sources and small household appliances, the motor is poorly used for approximately 22 hours in a year. v) More than 55 per cent of farms want to purchase new electrical equipments such as small household appliances and electrical motors in their number. The impulse of purchasing such items is stimulated by the contacts to the mass media and their knowledge on such equipments. Consequently, the increase of electrical uses could be prompted by such trials as education and demonstration. vi) The demand and load factors on the farms vary considerably according to the greater variation of the power consumption, daily or monthly. The daily demand factor is 22.4 per cent and load factor 18.6 per cent, while the annual demand factor is 1.3 per cent and load factor 70 per cent approximately. Therefore, the low efficiency of construction cost requires re-evaluation of the present contracted quantity of 3 Kw. or increase of electrical uses. vii) The electrical energy on the farms devoted chiefly to lighten the farm residences does not contribute to the farm incomes. Consequently, the cost of electrical consumption presses considerably upon the farm economy. Therefore, there is great need to build up the electrical uses on the farms through the development of new works and techinques to utilize any electrical equipments on the production of farm products. Further more, such the development should be related to increase the actual income of the farm consumers.

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Relationships among Brand Equity Components: An Exploratory Study of the Moderating Role of Product Type (품패자산조성부분간적상호관계(品牌资产组成部分间的相互关系): 관우산품충류조절작용적탐색연구(关于产品种类调节作用的探索研究))

  • Moon, Byeong-Joon;Park, Won-Kyu;Choi, Sang-Chul
    • Journal of Global Scholars of Marketing Science
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    • v.20 no.1
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    • pp.98-109
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    • 2010
  • Research on the construction, measurement, and management of brand equity has been extensive since David A. Aaker(1991) and Kevin Lane Keller(1993) first advanced the concept. Recently, much attention has been devoted to the components of brand equity: brand awareness, perceived quality, brand image, and brand loyalty. This study explores the relationships among these components, focusing particularly on the moderating role of product type (utilitarian vs. hedonic) in their causal relationships. A model to study the relationship among components of brand equity, particularly the moderating role of product type, is featured in Figure 1. The hypotheses of the study are proposed as follows: that consumers' brand awareness has a positive influence on brand loyalty and brand image; that consumers' perceived quality has a positive influence on brand loyalty and brand image; that consumers' brand image influences brand loyalty positively; and that relationships among components of brand equity will be moderated by product type. That is, in the case of utilitarian products, the impact of perceived quality on brand loyalty will be relatively stronger, whereas with hedonic products the impact of brand image on brand loyalty will be relatively stronger. To determine the products for the study, a pre-test of 58 college students in the Seoul metropolitan area was conducted based on the product type scale. As a result, computers were selected as the utilitarian product and blue jeans became the hedonic product. For each product type, two brands were selected: Samsung and HP for computers, and Levis and Nix for blue jeans. In the main study, 237 college students in the metropolitan area were surveyed to measure their brand awareness, perceived quality, brand image, and brand loyalty toward the selected two brands of each product type. The subjects were divided into two groups: one group (121 subjects) for computers, the other (116 subjects) for blue jeans. The survey questionnaires for the study included four parts: five questions on brand awareness and four questions each on perceived quality, brand image, and brand loyalty. All questions were to be answered using 7-point Likert scales. The data collected by the survey were processed to assess reliability and validity, and the causal relationships were analyzed to verify the hypotheses using the AMOS 7 program, a tool for analyzing structural equation modeling. A confirmatory factor analysis assessed the appropriateness of the measurement model, and the fit indices denoted that the model was satisfactory. The relationships among the components of brand equity were also analyzed using AMOS 7. The fit indices of the structural model denoted that it was also satisfactory. The paths in the structural model as will be seen in Figure 2 show that perceived quality affects brand image positively, but that brand awareness does not affect brand image. Moreover, it shows that brand awareness, perceived quality, and brand image are positively related with brand loyalty, and that this relationship is moderated by product type. In the case of utilitarian products, perceived quality has relatively more influence on brand loyalty. Conversely, in the case of hedonic products, brand image has relatively more influence on brand loyalty. The results of this empirical study contribute toward the advancement of our understanding of the relationships among the components of brand equity and expand the theoretical underpinnings for brand equity measurement. It also helps further our understanding of the effect of product type on customer-based brand equity. In a marketing management practice perspective, these results may provide managerial implications for building and maintaining brand equity effectively.