• International Journal of Internet, Broadcasting and Communication
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• v.16 no.3
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• pp.47-55
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• 2024

We examined how different types of brand personality play a role to develop a specific consumers' expectation toward a brand, and how this expectation works in various ways in different types of brand transgressions. Based on expectancy violation theory and brand transgression research, a 2 (brand personality types: sincerity vs. competence) × 2 (brand transgression types: morality-related vs. competence-related transgression) factorial design was employed. Corporate evaluations and purchase intention toward the brand were considered as dependent variables. We found that a brand having a sincerity personality is more vulnerable to a morality-related transgression. However, there is no difference in consumers' responses by transgression type for a brand with a competence personality. We identified that brand personality types and transgression types can be critical factors to influence consumers' responses in times of crisis. Theoretical and empirical implications are discussed.

• Korean Journal of Culture and Social Issue
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• v.21 no.1
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• pp.97-118
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• 2015

The aim of the present study was to examine moderating effects of self-esteem on perceived transgression wrongness and forgiveness defined as Worthington and Scherer's (2004) emotional forgiveness and decisional forgiveness when receiving apologies. Data collected from 861(486 males, 375 females) Korean college students were analyzed with hierarchical multiple regression analysis. The results were as follows. First, on emotional forgiveness, the two-way interaction effect of perceived transgression wrongness and explicit self-esteem was significant. And on decisional forgiveness, the two-way interaction effect of perceived transgression wrongness and explicit self-esteem was significant. The effect of perceived transgression wrongness on emotional and decisional forgiveness for individuals with high explicit self-esteem is stronger than its impact for individuals with low self-esteem. These findings show that explicit self-esteem may play an important role in forgiveness in college students through interactions with perceived transgression wrongness. Second, on emotional forgiveness, the three-way interaction effect of perceived transgression wrongness, explicit self-esteem, and implicit self-esteem was significant. The effect of perceived transgression wrongness on emotional forgiveness for individuals with high explicit self-esteem having high implicit self-esteem is stronger than its impact for individuals with low explicit self-esteem having high implicit self-esteem. These findings show that discrepancies between implicit and explicit self-esteem are detrimental to emotional forgiveness. But, on decisional forgiveness, the three-way interaction effect of perceived transgression wrongness, explicit self-esteem, and implicit self-esteem was not significant. Implications and limitations of this study were discussed.

• The Journal of Asian Finance, Economics and Business
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• v.9 no.4
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• pp.381-389
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• 2022

Studies examining the interplay between brand transgression and brand forgiveness is notably sparse especially in the context of Southeast Asian banking customers. The purpose of this research is to add to the existing literature by examining the impact of brand transgression, which is represented by negative past experience image incongruence, and corporate wrongdoing on brand forgiveness among Islamic banking customers in Malaysia. The increasing surge in interest in unfavorable brand relationships has sparked concerns about its impact on brand forgiveness. As a result, this theoretical argument, which lacks empirical proof, has to be statistically tested. The current study was conducted utilizing a non-probability purposive sampling technique among clients in the Klang Valley who had poor experiences with Islamic banking services. Data analysis included descriptive statistics, exploratory factor analysis, and multiple regression on a total of 211 valid replies. The findings show that two elements of brand transgression, image inconsistency, and corporate wrongdoing, have a major impact on brand forgiveness. However, the other dimension namely negative past experience was found to be non-significant to brand forgiveness. Research implications and directions for future studies are also discussed in this paper.

• The Korean Journal of Quaternary Research
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• v.9 no.1
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• pp.1-18
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• 1995

The intent of this study is to suppose the time of engraving of Bangudae-rockgraving-picture and the change of the ancient soci-ety related to the Postglacial transgression and regression in the Ulsan Bay. Main results can be summed up as follows; 1. It is supposed that the shoreline in the maximum Postglacial transgression of the Ulsan bay has arrived to Gulhwa-Ri about 14km upstream from the present Taehwa River mouth. 2,.This transgression has occurred about 6,000-5,000 years ago. The prehistoric men around the Bangudae had hunted the whale near the inner bay From this time the people had begun to engrave pictures on the Rock of Bangudae for the ceremony and instruction of the whale hunting,. 3. Since then the shoreline had regressed and the whale hunting area had moved to distant area from the residence and the number of the captured whales had diminished. The whale hunting society had been transformed to the overland animals on the Bangudae-rockgraving- pictures had gradually increased.

• Journal of Distribution Science
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• v.17 no.8
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• pp.87-97
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• 2019

Purpose - This study focuses on the effectiveness of the athlete endorsement on the purchase intention of customers and investigates the attributes of the athlete identification. The Athlete Identification is defined by the expertise, trustworthiness, attractiveness, toughness and transgression. Athlete identification and athlete endorsement help marketers with a thorough look at the trend of using famous sports player to promote products. Research design and methodology - 450 questionnaires were delivered to respondents in Ho Chi Minh city and 433 were returned completed. Descriptive statistics, reliability, exploratory factor analysis, confirmatory factor analysis and structural equation modeling were conducted to test the relationship between independent and dependent variables. Results - The expertise, trustworthiness, attractiveness and toughness exert positive impacts on athlete identification. Transgression affects negatively athlete identification and athlete endorsement. This research confirmed results of previous studies. Conclusions - The athlete first needs to create their own Identification from a set of attributes in order to be out-standing in the sport and leisure industry before becoming an endorser for a particular product. From the company's perspectives, decision makers should choose an acclaimed sports player to boost the purchase intention of consumers.

• English & American cultural studies
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• v.14 no.1
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• pp.287-310
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• 2014

While Janis Joplin is generally known as a hippie rock star of an untimely death to Korean audience, she is more strongly evoked in the image of blues mama in American context. Blues, definitely based on African-American vernacular tradition, is defined as a matrix, which is "a point of ceaseless input and output, a web of intersecting, crisscrossing impulses always in productive transit," to borrow Houston A. Baker's expression. This article explores how her life and music can be understood in blues tradition, especially in terms of personal and social transgression for which she was criticized, focusing on her blues performance. First of all, born and growing up in southern Texas between 1940s and 1960s, she expressed her innate suspicion against segregation and white supremacy, actively embracing rich black musical heritage of the area. Second, against the normative social and moral expectation of a middle class white woman to be a suburban housewife, she sought her own desire, whether it was professional ambition or sexual possibility. Third, beyond the selling image of a heterosexually lascivious blues mama, she dared to be a homosexual and bisexual, while it was not publically acknowledged. Along with her alcohol and drug dependence, such transgressions against normative social expectation were not made without her inner conflict, leaving a trace of trauma, hesitation, and the blues. While she was "buried alive in the blues," as a sacrifice at the altar of the 1960s, she still remains "alive" provoking "fire inside of everyone of us."

• Proceedings of the Korea Society of Design Studies Conference
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• 2003.05a
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• pp.182-183
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• 2003

• Proceedings of the Korean Geotechical Society Conference
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• 2003.03a
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• pp.341-348
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• 2003

In the estuary of Nagdong River thick marine sediments were deposited by the Holocene marine transgression. The sediments largely consist of silty clay, which is called Pusan clays in the geotechnical field. This paper presents engineering geological characteristics of Pusan clays in Beombangdong area. Overall geological environmental changes based on several geological properties are discussed and synthesized as Geological Environmental Zones. And also, engineering properties of the clays in laboratory and field are discussed and synthesized as Engineering Zones. Two zones are correlated and engineering characteristics are evaluated in view of engineering geology.

• The Korean Journal of Quaternary Research
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• v.18 no.2 s.23
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• pp.75-86
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• 2004

The sea level curve and environmental change were reconstructed at Sejuk-ri during the early Neolitic Age, based on the sedimentary facies, the distribution of remains and carbon datings. Before 6,500 years BP, the sea-level experienced one oscillation. The Neolitic men utilized geomorphic environment which formed according to the sea-level change. They might be occupied in gathering, fishing and hunting including whales hunting. The Neolitic men made acom hollows in order to remove tannin. Besides, they remained shell mounds which were formed from 6,500 years BP to around 6,000 years BP. They left the living place about 6,000 years BP because of transgression.

• Journal of the Korean Geophysical Society
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• v.5 no.4
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• pp.271-281
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• 2002

Interpretation of high-resolution seismic profiles collected from the inner shetf of the Korea Strait reveals that the shelf sequence in this area consists of three sedimentary units (I, II, and III in a descending order) formed after the last glacial maximum. Lower two units (II and III) represent the transgressive systems tract formed during the Holocene transgression, Unit III above the sequence boundary is interpreted to be the transgressive estuarine deposit, whereas Unit ll above the ravinement surface forms a thin transgressive sand which consists of the sediment produced through shoreface erosion and winnowing during the transgression. Unit I above the maximum flooding surface is the highstand systems tract consisting mainly of recent muds derived from the Nakdong River.