• 마케팅과학연구
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• 제18권3호
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• pp.27-57
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• 2008

Many consumers enjoy the challenge of purchasing a brand that matches well with their own values and personalities (for example, Ko et al., 2008; Ko et al., 2006). Therefore, the personalities of consumers can impact on the final selection of a brand and its brand personality in two ways: first, the consumers may incline to purchase a brand or a product that reflects their own personalities; second, consumers tend to choose a company that has similar brand personalities to those brands that are being promoted. Therefore, the objectives of this study are following: 1. Is there any empirical relationship between a consumer's personality and the personality of a brand that he or she chooses? 2. Can a corporate brand be differentiated by the brand personality? In short, consumers are more likely to hold favorable attitudes towards those brands that match their own personality and will most probably purchase those brands matching well with their personality. For example, Matzler et al. (2006) found that extraversion and openness were positively related to hedonic product value; and that the personality traits directly (openness) and indirectly (extraversion, via hedonic value) influenced brand effects, which in turn droved attitudinal and purchase loyalty. Based on the above discussion, the following hypotheses are proposed: Hypothesis 1: the personality of a consumer is related to the brand personality of a product/corporate that he/she purchases. Kuksov (2007) and Wernerfelt (1990) argued that brands as a symbolic language allowed consumers to communicate their types to each other and postulated that consumers had a certain value of communicating their types to each other. Therefore, how brand meanings are established, and how a firm communicate with consumers about the meanings of the brand are interesting topics for research (for example, Escalas and Bettman, 2005; McCracken, 1989; Moon, 2007). Hence, the following hypothesis is proposed: Hypothesis 2: A corporate brand identity is differentiated by the brand personality. And there are significant differences among companies. A questionnaire was developed for collecting empirical measures of the Big-Five personality traits and brand personality variables. A survey was conducted to the online access panel members through the Internet during December 2007 in Korea. In total, 500 respondents completed the questionnaire, and considered as useable. Personality constructs were measured using the Five-factor Inventory (NEO-FFI) scale and a total of 30 items were actually utilized. Brand personality was measured using the five-dimension scale developed by Aaker (1997). A total of 17 items were actually utilized. The seven-point Likert-type scale was the format of responses, for example, from 1 indicating strongly disagreed to 7 for strongly agreed. The Analysis of Moment Structures (AMOS) was used for an empirical testing of the model, and the Maximum Likelihood Estimation (MLE) was applied to estimate numerical values for the components in the model. To diagnose the presence of distribution problems in the data and to gauge their effects on the parameter estimates, bootstapping method was used. The results of the hypothesis-1 test empirically show that there exit certain causality relationship between a consumer's personality and the brand personality of the consumer's choice. Thus, the consumer's personality has an impact on consumer's final selection of a brand that has a brand personality matches well with their own personalities. In other words, the consumers are inclined to purchase a brand that reflects their own personalities and tend to choose a company that has similar brand personalities to those of the brand being promoted. The results of this study further suggest that certain dimensions of the brand personality cause consumers to have preference to certain (corporate) brands. For example, the conscientiousness, neuroticism, and extraversion of the consumer personality have positively related to a selection of "ruggedness" characteristics of the brand personality. Consumers who possess that personality dimension seek for matching with certain brand personality dimensions. Results of the hypothesis-2 test show that the average "ruggedness" attributes of the brand personality differ significantly among Korean automobile manufacturers. However, the result of ANOVA also indicates that there are no significant differences in the mean values among manufacturers for the "sophistication," "excitement," "competence" and "sincerity" attributes of the corporate brand personality. The tight link between what a firm is and its corporate brand means that there is far less room for marketing communications than there is with products and brands. Consequently, successful corporate brand strategies must position the organization within the boundaries of what is acceptable, while at the same time differentiating the organization from its competitors.

• 한국의상디자인학회지
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• 제18권1호
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• pp.1-10
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• 2016

The purpose of this study was to examine the influence of elderly women's makeup behavior, psychological traits and demographic variables on their preference for makeup images in daily life(hereinafter called general makeup image) and for the makeup images of their own future funeral portraits. As for the method of research, a research study was implemented by using the questionnaire method. Seven factors were selected for makeup behavior: fashionability, conformity, subjectivity, instrumentality, interpersonal orientation and conspicuousness. The selected psychological traits were personality, death attitude and depression. Preference for general makeup image and for the makeup image of funeral portrait were investigated in terms of four: agreeableness, refinement, individuality and dignity. The subjects in this study were 651 female elderly residents in and around Seoul who were in their 60s to 80s. Concerning data analysis, factor analysis, Cronbach alpha coefficient, Pearson productmoment correlation coefficient, t-test, one-way ANOVA, Duncan's multiple range test and multiple regression analysis were utilized. Concerning the influence of the elderly women's makeup behavior, personality, death attitude, depression and demographic variables on preference for the makeup image of funeral portrait, their preference for an agreeable makeup image was analyzed. Thus, makeup behavior, personality, death attitude and depression were identified as the variables to exert a significant influence on preference for the makeup images of funeral portrait. The findings of the study are expected to help make makeup for funeral portrait entrenched as a part of the beauty industry and to make a contribution to the development of the beauty industry.

• 한국융합학회논문지
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• 제11권6호
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• pp.153-161
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• 2020

본 연구는 소비자의 성격특질과 브랜드 트라이벌리즘의 기본적 관계를 탐색하고, 브랜드 트라이벌리즘과 브랜드 몰입의 관계에 작용하는 브랜드 신뢰성과 지각된 전환비용의 매개효과를 알아보고자 하였다. 이를 위해 본 연구는 젊은 소비자가 선호하는 중저가 의류 브랜드를 대상으로 대학생 표본에게 설문조사를 실시하고 총 394명의 데이터(여자 213명, 남자 181명)를 타당한 자료로 분석하였다. 연구결과, 소비자의 성격특질 가운데 외향성, 성실성, 정서안정성은 브랜드 트라이벌리즘의 형성과 유의미하게 관련된 것으로 나타났다. 또한, 브랜드 트라이벌리즘은 브랜드 몰입에 직접적으로 영향을 주었고, 브랜드 신뢰와 전환비용도 브랜드 몰입에 직접 영향을 주는 것으로 나타났다. 한편, 브랜드 신뢰성은 브랜드 트라이벌리즘과 브랜드 몰입의 관계를 매개하는 것으로 나타난 반면, 지각된 전환비용은 유의미한 매개효과를 보이지 않았다. 본 연구의 결과는 브랜드 트라이브의 강한 정서적 유대감이 전환장벽과 비용을 높여 브랜드 이탈을 막고 브랜드 관계에 대한 몰입을 향상시키는 역할을 할 수 있음을 시사한다.

• 수면정신생리
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• 제9권2호
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• pp.100-105
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• 2002

Personality traits in insomniac patients have been a subject of many studies. A number of these studies have used the MMPI and have demonstrated elevated scores on several clinical scales reflecting somatic concerns, somatization, depression, anxiety, worry and social alienation. And it was suggested that insomnia was due to a process of internalization of psychological distress. Another hypothesis about psychological mechanisms has focused upon worry. Excessive and uncontrollable cognitive activity seem to be a characteristic feature of many insomniacs. One author emphasized the role of the dependency need and found a characteristic pattern among insomniacs. The central feature of this pattern is frustration of dependency need. The purpose of this paper was to review possible personality variable that may be predisposing causal factors of insomnia. Several factors are suggested by many studies, but in order to explore their causal importance other experimental and longitudinal studies are needed.

• 한국항공운항학회지
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• 제24권4호
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• pp.62-69
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• 2016

The purpose of this study is to develop questionnaire items for the Pilot Aptitude Personality Test(PAPT) which can predict the flight training achievement through personality and personal characteristics. To do this, we investigated the personality traits required to successfully conduct flight training for 30 flight instructors as a subject. The results were as follows: motivation, concentration, concentration, situational awareness, and concentration. Based on this, preliminary 300-item questionnaire was prepared by combining the existing studies related to pilot aptitude. Survey was conducted using preliminary questionnaire for 152 student pilots as a subject. As a result of the correlation analysis between the results of the questionnaire and the flight training, 16 questions were derived. Finally, factor analysis showed that the final 14 questionnaire items were confirmed. The internal concept of an item is categorized as personality, perception, and motivation. This study suggests that the pilot aptitude should be viewed from an extended point of view by analyzing individual characteristics and pilot aptitude in relation to flight training achievement.

• The Journal of Asian Finance, Economics and Business
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• 제5권3호
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• pp.65-72
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• 2018

The purpose of this paper is to understand the influence of country personality dimensions and product involvement on European consumers purchase and visit intentions, considering the Portuguese context. The increasing economic globalisation has resulted in the reducing of trade barriers between nations and the availability of more foreign products and services across borders. Therefore, the place associations of these products and services might be regarded as a potential competitive differentiator in their respective markets. Despite the proliferation of literature devoted to assessing the effects of country-of-origin, the symbolic dimension of a country's image remains understudied. A questionnaire measuring country personality dimensions, product involvement, and consumer's purchase and visit intention was passed on a sample of 335 European consumers. Country personality indeed matters both positively and negatively. Findings show that while assiduousness positively influences consumer's visit intentions, wickedness has a negative influence on consumer's purchase intentions. Findings also reveal that product involvement has a positive significant influence on consumer's purchase and visit intentions. On developing marketing strategies, international marketers and governmental decision-makers should consider product involvement attributes and specific country personality traits to provide the country's products with a competitive edge, as well as to promote the country as a travelling destination.

• 말소리와 음성과학
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• 제9권4호
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• pp.59-67
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• 2017

Regardless of their intention, listeners tend to assess speakers' personalities based on the sounds of the speech they hear. Assessment criteria, however, have not been fully investigated to indicate whether there is any relationship between the acoustic cue of produced speech sounds and perceived personality impression. If properly investigated, the potential relationship between these two will provide crucial insights on the aspects of human communications and further on human-computer interaction. Since human communications have distinctive characteristics of simultaneity and complexity, this investigation would be the identification of minimum essential factors among the sounds of speech and perceived personality impression. The purpose of this study, therefore, is to identify significant associations between the speech sounds and perceived personality impression of speaker by the listeners. Twenty eight subjects participated in the experiment and eight acoustic parameters were extracted by using Praat from the recorded sounds of the speech. The subjects also completed the Neo-five Factor Inventory test so that their personality traits could be measured. The results of the experiment show that four major factors(duration average, pitch difference value, pitch average and intensity average) play crucial roles in defining the significant relationship.

• 패션비즈니스
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• 제12권2호
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• pp.165-175
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• 2008

A cross-cultural study was carried out in Germany and in South Korea in order to investigate the relationship between brand personality and product personality facilitating the three dimensions of personality agreeableness, excitement, and extroversion. Two pairs of shoes were prepared across categories of product function symbolic (a pair of high-heeled shoes) versus utilitarian (a pair of sport shoes). In experiments, each pair of shoes was labeled as a luxury brand ("Versace") or a casual brand ("C&A", Germany; "Migliore", South Korea) or left unlabeled. Prior to the experiments, an expert group in each country evaluated the brand personality in terms of "cheerful" (agreeableness), "honest"(conscientiousness), and "provocative" (extroversion) and the results were considered as a baseline. In Experiment I and II, subjects were exposed to two pairs of shoes labeled in one of the three ways and assessed the personality of both pairs of shoes using the personality traits, cheerful, honest, and provocative. Identical versions of the experiment were conveyed in Germany (N=56), an individualist culture, and in South Korea (N=72), a collectivist culture, and we purposed to find cultural differences in evaluating product personalities influenced by brands. The empirical results do not show any significant influence of brand personality on product personality in either cultural group (p>.05). Nevertheless, the subjects estimated the retail price of the shoes to be significantly different depending on the brands in both cultural groups (p<.001).

• 한국의상디자인학회지
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• 제4권1호
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• pp.35-59
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• 2002

The purpose of the study is to clarify the relationship between hair style and personal character. This is elucidated by using the standard model of their preferred hair style to their individual to their personality. The study is primarily centered around college woman, who reside in Young dong area. The research suggested that In the age group 19-25 subjects preferred their hair to be shoulder length or longer. This is in contrast to the older age group preferring a shorter hair style. Certainly most subjects under the age of 25 preferred their natural hair texture as opposed to permed hair fashioned by older subject. Difference is personality traits was not a factor here. There is a relationship between personality traits, personal background and whether or not subjects dyed or decolored their hair. Subjects responded "yes" which means that they are easily affected by the two factors. The response to the other question of which color they chose, if they dyed and decolored, was that the most of the cases preferred brown color because brown is a natural looking hair color. Their responses from the question "what kind of style they want, if they can change their style differently", they preferred a fashionable hair style. In most cases, individual responded that they change their hair style once in every two or three months. Of all the personality traits, 48.1% were adventurous, changingtheir hair style more than once in every 6 months. The main reason they change their hair style is that they are bored with their old style. In the under 25 age group, the cost of changing their hair style is usually paid for by the subjects parents, however a few responded that they paid for themselves. Over the age of 25 years 80% usually paid for themselves. Additionally students who supported themselves financially paid for hair restyling themselves. When changing a hair style most subjects consider that new hair style should go with their existing image. "What kind of image they want to show others？" almost all of them responded that they want to look sophisticated and fashionable, In the age group 25 and over who belong to the upper class want their hair to look healthy and a full of body. They also responded about their changing their hair style to show a different appearance positively,fferent appearance positively.

• 융합정보논문지
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• 제8권2호
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• pp.19-27
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• 2018

본 연구의 연구목적은 대학생을 대상으로 일반적인 특성에 따라 진로태도성숙도, 자기관리 그리고 대학생활만족도를 알아보기 위함이다. 대구, 경북에 위치한 대학 중 403명을 연구 대상으로 일반적인 특성과 성격특성, 진로 태도 및 자신의 관리 등 요인을 중심으로 위계적 다중회귀분석 방법을 실시 분석하였다. 그 결과, 대학생활만족도의 빈도와 일반적 특성에 비추어볼때, 전체 대학생활만족도는 3.29점으로 5점 만점 중 보통이상을 보였고, 신입생들이 2학년 이상의 학생들보다 높았다. 또한 성격이 개방적일수록 성실성이 높으며, 자기 관리는 생활 관리를 잘하는 학생일수록 고유 행동관리와 신체관리를 잘 하는 것으로 나타났다. 또한 고학년이 저학년보다 성격은 친화성이 적고, 준비성이 많은 학생들이 진로태도성숙도의 대학생활에 만족도가 높게 나타났으며 이러한 결과를 바탕으로 친화적 특성을 가진 학생들이 진로태도 성숙도에서 준비를 잘 할 수 있고, 대학생활만족도를 높일 수 있도록 학생을 잘 지도 하는 것이 중요하다.