• Journal of Global Scholars of Marketing Science
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• v.20 no.1
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• pp.35-48
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• 2010

Today, the fashion market challenged by a maturing retail market needs a new paradigm in the "evolution of brand" to improve their comparative advantages. An important issue in fashion marketing is lifestyle brand extension with a specific aim to meet consumers' specific needs for their changing lifestyle. For fashion brand extensions into lifestyle product categories, Gen Y and Baby Boomer are emerging as "prospects"-Baby Boomers who are renovating their lifestyle, and generation Y experiencing changes in their life stage-with demands for buying new products. Therefore, it is imperative that apparel companies pay special attention to the consumer cohort for brand extension to create and manage their brand equity in a new product category. The purposes of this study are to (a) evaluate brand equity between parent and extension brands; (b) identify consumers' perceived marketing elements for brand extension; and (c) estimate a structural equation model for examining causative relationship between marketing elements and brand equity for brand extensions in lifestyle product category including home fashion items for the selected two groups (e.g., Gen Y, and Baby boomer). For theoretical frameworks, this study focused on the traditional marketing 4P's mix to identify what marketing element is more importantly related to brand extension equity for this study. It is assumed that comparable marketing capability can be critical to establish "brand extension equity", leads to successfully entering the new categories. Drawing from the relevant literature, this study developed research hypotheses incorporating brand equity factors and marketing elements by focusing on the selected consumers (e.g., Gen Y, Baby Boomer). In the context of brand extension in the lifestyle products, constructs of brand equity consist of brand awareness/association, brand perceptions (e.g., perceived quality, emotional value) and brand resonance adapted from CBBE factors (Keller, 2001). It is postulated that the marketing elements create brand extension equity in terms of brand awareness/association, brand perceptions by the brand extension into lifestyle products, which in turn influence brand resonance. For data collection, the sample was comprised of Korean female consumers in Gen Y and Baby Boomer consumer categories who have a high demand for lifestyle products due to changing their lifecycles. A total of 651 usable questionnaires were obtained from female consumers of Gen Y (n=326) and Baby Boomer (n=325) in South Korea. Structural and measurement models using a correlation matrix was estimated using LISREL 8.8. Findings indicated that perceived marketing elements for brand extension consisted of three factors: price/store image, product, and advertising. In the model of Gen Y consumers, price/store image had a positive effect on brand equity factors (e.g., brand awareness/association, perceived quality), while product had positive effect on emotional value in the brand extensions; and the brand awareness/association was likely to increase the perceived quality and emotional value, leading to brand resonance for brand extensions in the lifestyle products. In the model of Baby Boomer consumers, price/store image had a positive effect on perceived quality, which created brand resonance of brand extension; and product had a positive effect on perceived quality and emotional value, which leads to brand resonance for brand extension in the lifestyle products. However, advertising was negatively related to brand equity for both groups. This study provides an insight for fashion marketers in developing a successful brand extension strategy, leading to a sustainable competitive advantage. This study complements and extends prior works in the brand extension through critical factors of marketing efforts that affect brand extension success. Findings support a synergy effect on leveraging of fashion brand extensions (Aaker and Keller, 1990; Tauber, 1988; Shine et al., 2007; Pitta and Katsanis, 1995) in conjunction with marketing actions for entering into the new product category. Thus, it is recommended that marketers targeting both Gen Y and Baby Boomer can reduce marketing cost for entering the new product category (e.g., home furnishings) by standardized marketing efforts; fashion marketers can (a) offer extension lines with premium ranges of price; (b) place an emphasis on upscale features of store image positioning by a retail channel (e.g., specialty department store) in Korea, and (c) combine apparel with lifestyle product assortments including innovative style and designer’s limited editions. With respect to brand equity, a key to successful brand extension is consumers’ brand awareness or association that ensures brand identity with new product category. It is imperative for marketers to have knowledge of what contributes to more concrete associations in a market entry into new product categories. For fashion brands, a second key of brand extension can be a "luxury" lifestyle approach into new product categories, in that higher price or store image had impact on perceived quality that established brand resonance. More importantly, this study increases the theoretical understanding of brand extension and suggests directions for marketers as they establish marketing program at Gen Y and Baby Boomers.

• Asia pacific journal of information systems
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• v.21 no.2
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• pp.89-116
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• 2011

In collaborative tagging systems such as Delicious.com and Flickr.com, users assign keywords or tags to their uploaded resources, such as bookmarks and pictures, for their future use or sharing purposes. The collection of resources and tags generated by a user is called a personomy, and the collection of all personomies constitutes the folksonomy. The most significant need of the folksonomy users Is to efficiently find useful resources or experts on specific topics. An excellent ranking algorithm would assign higher ranking to more useful resources or experts. What resources are considered useful In a folksonomic system? Does a standard superior to frequency or freshness exist? The resource recommended by more users with mere expertise should be worthy of attention. This ranking paradigm can be implemented through a graph-based ranking algorithm. Two well-known representatives of such a paradigm are Page Rank by Google and HITS(Hypertext Induced Topic Selection) by Kleinberg. Both Page Rank and HITS assign a higher evaluation score to pages linked to more higher-scored pages. HITS differs from PageRank in that it utilizes two kinds of scores: authority and hub scores. The ranking objects of these pages are limited to Web pages, whereas the ranking objects of a folksonomic system are somewhat heterogeneous(i.e., users, resources, and tags). Therefore, uniform application of the voting notion of PageRank and HITS based on the links to a folksonomy would be unreasonable, In a folksonomic system, each link corresponding to a property can have an opposite direction, depending on whether the property is an active or a passive voice. The current research stems from the Idea that a graph-based ranking algorithm could be applied to the folksonomic system using the concept of mutual Interactions between entitles, rather than the voting notion of PageRank or HITS. The concept of mutual interactions, proposed for ranking the Semantic Web resources, enables the calculation of importance scores of various resources unaffected by link directions. The weights of a property representing the mutual interaction between classes are assigned depending on the relative significance of the property to the resource importance of each class. This class-oriented approach is based on the fact that, in the Semantic Web, there are many heterogeneous classes; thus, applying a different appraisal standard for each class is more reasonable. This is similar to the evaluation method of humans, where different items are assigned specific weights, which are then summed up to determine the weighted average. We can check for missing properties more easily with this approach than with other predicate-oriented approaches. A user of a tagging system usually assigns more than one tags to the same resource, and there can be more than one tags with the same subjectivity and objectivity. In the case that many users assign similar tags to the same resource, grading the users differently depending on the assignment order becomes necessary. This idea comes from the studies in psychology wherein expertise involves the ability to select the most relevant information for achieving a goal. An expert should be someone who not only has a large collection of documents annotated with a particular tag, but also tends to add documents of high quality to his/her collections. Such documents are identified by the number, as well as the expertise, of users who have the same documents in their collections. In other words, there is a relationship of mutual reinforcement between the expertise of a user and the quality of a document. In addition, there is a need to rank entities related more closely to a certain entity. Considering the property of social media that ensures the popularity of a topic is temporary, recent data should have more weight than old data. We propose a comprehensive folksonomy ranking framework in which all these considerations are dealt with and that can be easily customized to each folksonomy site for ranking purposes. To examine the validity of our ranking algorithm and show the mechanism of adjusting property, time, and expertise weights, we first use a dataset designed for analyzing the effect of each ranking factor independently. We then show the ranking results of a real folksonomy site, with the ranking factors combined. Because the ground truth of a given dataset is not known when it comes to ranking, we inject simulated data whose ranking results can be predicted into the real dataset and compare the ranking results of our algorithm with that of a previous HITS-based algorithm. Our semantic ranking algorithm based on the concept of mutual interaction seems to be preferable to the HITS-based algorithm as a flexible folksonomy ranking framework. Some concrete points of difference are as follows. First, with the time concept applied to the property weights, our algorithm shows superior performance in lowering the scores of older data and raising the scores of newer data. Second, applying the time concept to the expertise weights, as well as to the property weights, our algorithm controls the conflicting influence of expertise weights and enhances overall consistency of time-valued ranking. The expertise weights of the previous study can act as an obstacle to the time-valued ranking because the number of followers increases as time goes on. Third, many new properties and classes can be included in our framework. The previous HITS-based algorithm, based on the voting notion, loses ground in the situation where the domain consists of more than two classes, or where other important properties, such as "sent through twitter" or "registered as a friend," are added to the domain. Forth, there is a big difference in the calculation time and memory use between the two kinds of algorithms. While the matrix multiplication of two matrices, has to be executed twice for the previous HITS-based algorithm, this is unnecessary with our algorithm. In our ranking framework, various folksonomy ranking policies can be expressed with the ranking factors combined and our approach can work, even if the folksonomy site is not implemented with Semantic Web languages. Above all, the time weight proposed in this paper will be applicable to various domains, including social media, where time value is considered important.

• Land and Housing Review
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• v.2 no.2
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• pp.111-123
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• 2011

A Ubiquitous-Ecological City (U-Eco City) is the new urban paradigm integrated with ubiquitous-city (U-City) connecting the high-tech IT technology to the urvan space with the concept of the sustainable eco-city. As a U-Eco City is attempted for the first time domestically and internationally, there is insufficient discussions for its develoment goal, planned design proposal, technology and service element and others. Even if there are plans to build up it, policy and technology, service structuring business and others, it is difficult to assess how it would bring the efficacy. Therefore, the purpose of this study is to present the indicators system to assess a U-Eco City. The results of this study revealed the following; First, the conceptual framework, which was established to achieve sustainable urban quality, can be suggested by establishing its notion of the U-Eco City. The concept of a U-Eco City as established in this study suggests that the economic development in growth-oriented level has to be conducted not only quality of urban environment but also in terms of sustainable to consider the complex impact of various development; Secondly, the developed assessment system has heightened the completeness as the evaluation index through the attitude survey. As a result of questionnaire survey with the subject of specialists and interested party of this study, the urban qualitative aspect is formulated for the stability as a relatively important aspect. For the urban continuity aspect, society, environment and economy have all similar importance, but the environment element was shown to be highest. And finally, subject area was selected on the basis of the evaluation system and the analysis was made on the basis of the implementation design plan of the area. As a result of the assessment, safety and economy have shown to be high. This is indirectly indicated for the priority in economic growth driven development plan unlike the importance of environmental continuity obtained through the attitude survey. When planning on urban development, there is a need for supplementing the environment part and it has to present the connection plan between the economic growth and environmental continuity.

• Journal of the Society of Cosmetic Scientists of Korea
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• v.33 no.2
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• pp.111-115
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• 2007

It is inevitable to use germicidal agents like parabens, imidazolidinyl urea, phenoxyethanol and chlorphenesin to preserve the cosmetics. Although effective in reducing microblological contamination, chemical preservatives are irritative, allergenic and even toxic to human skin. So it is needed to decrease or eliminate usage of preservatives in cosmetic products Glycerin, butylene glycol (BG), prorylene glycol (PG), and dipropylene glycol (DPG) are widely used in cosmetics as skin conditioning agent or solvents. At high concentrations, they have antimicrobial activities, but deteriorate product quality like sensory feeling or safety. The purpose of study is to evaluate the effects of polyols on antimicrobial and preservative efficacy and confirm whether using adjusted polyols can decrease the contents of preservatives without deterioration of the quality of cosmetics. Effects of common polyols on antimicrobial activities of general preservatives were measured. BG and PG significantly (p < 0.05) increased activities of preservatives, but glycerin influenced little. It was inferred from the regression analysis of the results with S. aureus that adding 1% of PG increased activities of preservatives up to $2.1{\sim}8.4 %$ and BG improved activities of preservatives up to $1.8{\sim}8.4 %$. The challenge test results for oil in water lotions and creams showed that BG and PG improved the efficacy of preservative systems up to 40 % at a range of $5.5{\sim}9.9 %$, but glycerin had little effect on it. The measured rates of improvement were analogous to the inferences from regression analysis. It can be concluded that is possible to reduce total chemical preservatives up to 40 %, consequently improve the safety and sensory quality of cosmetics with the precision control of polyols. Added to that, using this paradigm, low preservative contents, praraben-free system, and even preservative-free systems can be expected in the near future.

• Journal of KIISE:Software and Applications
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• v.29 no.8
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• pp.555-564
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• 2002

Design patterns are used to utilize well-defined design information. As using these design patterns, we can get re-use in object-oriented paradigm, decrease the time of development and improvement the quality of software. Although these design patterns are widely used among practice, most of design patterns information is manually used, inconsistent and its utilization could be very low. Because the design patterns information that a designer applies does not appear in software, it is sometimes difficult to track them. In this paper, we propose a tool support for design pattern-oriented software development. This tool supports design pattern management, software design and automatic source code generation. The design pattern management has the function for storing, managing and analyzing the existing design pattern and registering new design pattern. The software design has the function for software design with UML and automatically generate design pattern elements. By using this design information, this system can automatically generate source code. In the result to include the tracking design pattern element that is not Included In the existing CASE tools into design information, we can build the stable and efficient system that provides to analyse software, manage design pattern and automatically generate source code.

• Journal of KIISE:Software and Applications
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• v.37 no.7
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• pp.518-535
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• 2010

Cloud Computing is emerged as an effective reuse paradigm, where service providers operate hardware and software and as a service, and service consumers invoke the service through Internet. Software-as-a-Service (SaaS) is a type of cloud services, where the whole software is designed as a service so that several consumers can reuse the SaaS. While tradition software applications are developed for a specific organization, SaaS is developed for multiple users in the various organizations. Hence, reusability is very essential characteristic of SaaS. Reusability is defined as a metric of how effective and efficient software functionalities can be used by various users. Reusability in SaaS is evaluated by considering three sub-characteristics; applicability, adaptability, and scalability. Since such a SaaS has considerable differences and characteristics from traditional software applications, conventional methods including object-oriented modeling, component-based development method, and service-oriented architecture (SOA) service development method would be limited in developing services which can fulfill these three sub-characteristics related to reusability as well as SaaS-intrinsic characteristics. Hence, there is a great demand for effective processes for developing SaaS cloud services. In this paper, we present a practical process for developing SaaS, which focuses on ensuring reusability. And by performing a case study with our proposed SaaS development process, we evaluate applicability of our proposed process and explain how the process is used in a real domain. Then, we compare our proposed process with others for verifying our study. Through the proposed process, cloud services with high quality can be more effectively developed.

• Journal of Digital Convergence
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• v.10 no.8
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• pp.119-133
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• 2012

Recent rise of social media channel is changing social and economic paradigm and is being used as an effective communication in marketing. The following research analyzes the most employed social marketing tools such as portal advertisement, blogs, and SNS channels to effectively execute social media marketing from performance indicator and ICSI perspective, analyzes each channel's characteristics and results based on Korea distribution companies' case studies and suggests a framework to effectively use each channel. Portal site advertisements are the most effective channel to draw customers with new information and are thus linked to profit by corporations with excessive budget and workforce. Blogs target a specific range of customers providing quality information and knowledge thus improving a corporation's and its product's trustworthiness, spread the word by allowing customers to scrap the information, form social groups and synthesize ideas, events, new contents and social involvement with loyal customers. SNS channels allow customers to get involved in real time information and events, grow through network by the power of customers, react immediately to customers' needs, and execute real-time market and customer reports. Though national corporations currently rely heavily on portal site advertisements, insightful marketing professionals are showing financial results with blog and SNS. In the future, based on a precise understanding of each channel's benefits and expected results, and with a focus on flexibility, timeliness and integrated use of each channel, a portfolio of dynamic marketing as a maximizing strategy could be synthesized.

• Journal of the Korean Institute of Landscape Architecture
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• v.46 no.1
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• pp.115-126
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• 2018

A new urban paradigm that moves from a vehicle-centric to pedestrian-centric culture should be considered to improve the quality of the pedestrian environments for women, children, senior citizens, and disabled persons as well as to promote community unification by providing general movement rights to everyone. This study was implemented to provide decent alternatives to improve street spaces. The street spaces around the Commercial and Residential Area No.1 located in the Administrative-Centered City, Sejong Special Autonomic City, were selected to analyze and define the status of the walkways and the street spaces. Satellite imagery and numerical maps were used to collect geographic data. Practical and actual surveys for the selected sites were performed to analyze the street status and the pedestrian status. Based on the all collected data, analysis results, and literature reviews, the questionnaire was made, and 315 inquiries qualified for analysis. The physical status of all four study sites was the highest level, Grade A, and green open spaces were relatively sufficient. As a result, the factors obtained from the factor analysis have an impact on the satisfaction of the pedestrian streets in the commercial area. The factors are as followed Design > Convenience > Roadside trees and rest areas > Safety > Safety protective facilities > Transportation and information facilities > Continuity > Basic state of road surfaces > Comfortability, and in the residential area: Transportation and information facilities > Basic state of road surfaces > Comfort > Convenience > Continuity > Design > Illumination and crime prevention facilities > Safety > Roadside trees and rest areas.

• Convergence Security Journal
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• v.14 no.6_1
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• pp.99-112
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• 2014

National Defense & IT Convergence is ensuring actual force integration by developing new IT Convergence Technology for the purpose of realizing the concept of Network Centric Warfare. The Ministry of Defense has appointed National Defense & IT Convergence Center of Defense Agency for Technology and Quality as a specialized agency for the National Defense & IT Convergence development, a mission in the creative economy era and has been active in military demand inquiry and prior technology plan with the industrial-academic research institute for discovery of National Defense IT Convergence projects based on the Convergence Center. Further, it is promoting focused on the timely introduction of private IT new technology by operating the project planning team comprised of defense domain specialists and by applying the advanced planning method etc. Accordingly, for the development of National Defense & IT convergence, developmental strategy is urgently required to be utilized effectively after considering theoretically on the national IT Convergence policy enforcement and phenomenon of National Defense & IT Convergence technology and analyzing them comprehensively. This thesis promotes in phases the IT Convergence projects which are identified for the development, improves the efficiency of newly created National Defense & IT Convergence center and suggests training program of IT Convergence personnel related to the defense reforms. With such, it will achieve smart defense in advance and will also contribute largely for the realization of the immediate paradigm shift and of the creative economy.

• The Journal of Korean Institute of Communications and Information Sciences
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• v.40 no.9
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• pp.1776-1785
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• 2015

Content Centric Network (CCN) has been introduced as a new paradigm due to a shift of users's perspective of using Internet from host-centric to content-centric. On the other hand, a demand for video streaming has been increasing. Thus, Adaptive streaming has been introduced and researched for achieving higher user's satisfaction. If an architecture of Internet is replaced with CCN architecture, it is necessary to consider adaptive video streaming in CCN according to the demand of users. However, if the same rate decision algorithm used in Internet is deployed in CCN, there are a limitation of utilizing content store (CS) in CCN router and a problem of reflecting dynamic requirements. Therefore, this paper presents a framework adequate to CCN protocol and cache utilization, adapting content naming method of exploiting regular expression to the rate decision algorithm of the existing adaptive streaming. In addition, it also improves the quality of video streaming and verifies the performance through dynamic expression strategies and selection algorithm of the strategies.