• The Korean Journal of Rheology
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• v.11 no.2
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• pp.135-142
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• 1999

The effects of 1 wt.% N-benzylpyrazinium hexafluoroantimonate (BPH) as a thermal latent initiator and blend compositions composed of 0, 5, 10, 20 and 40 wt.% of phenol-novolac resin to epoxy resin were investigated in terms of cure kinetics, thermal stabilities and rheological properties. Thermal latent properties of BPH were measured from the conversion as a function of reaction temperature on a dynamic DSC. This cationic BPH system turned out to be an effective thermal latent initiator in the epoxy-phenol curing system. And the increase of phenol-novolac resin concentration led to the decrease in the latent temperature and to the increase of cure activation energy ($E_a$) of the blend system. The thermal stability and activation energy ($E_t$) for decomposition, gel-time and activation energy ($E_c$) for cross-linking from rheometer increased within the composition range of 20~40 wt.% of phenol-novolac resin. This implies that the three-dimensional cross-linking may take place among hydroxyl group within phenol resin, epoxide ring within epoxy resin and BPH.

• The Journal of Society for e-Business Studies
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• v.25 no.4
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• pp.33-60
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• 2020

Along with the rapid advance in internet technologies, ubiquitous mobile device usage has enabled consumers to access real-time information and increased interaction with others through various social media. Consumers can now get information more easily when making purchase decisions, and these changes are affecting the brand landscape. In a digitally connected world, brand image is not communicated to the consumers one-sidedly. Rather, with consumers' growing influence, it is a result of co-creation where consumers have an active role in building brand image. This explains a reality where people no longer purchase products just because they know the brand or because it is a famous brand. However, there has been little discussion on the matter, and many practitioners still rely on the traditional measures of brand indicators. The goal of this research is to present the limitations of traditional definition and measurement of brand and brand image, and propose a more direct and adequate measure that reflects the nature of a connected world. Inspired by the proverb, "A man is known by the company he keeps," the proposed measurement offers insight to the position of brand (or brand image) through co-purchased product networks. This paper suggests a framework of network analysis that clusters brands of cosmetics by the frequency of other products purchased together. This is done by analyzing product networks of a brand extracted from actual purchase data on Amazon.com. This is a more direct approach, compared to past measures where consumers' intention or cognitive aspects are examined through survey. The practical implication is that our research attempts to close the gap between brand indicators and actual purchase behavior. From a theoretical standpoint, this paper extends the traditional conceptualization of brand image to a network perspective that reflects the nature of a digitally connected society.

• The Journal of the Korea Contents Association
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• v.21 no.1
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• pp.66-74
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• 2021

As femvertising has raised a great deal of attentions in Korea and abroad, femvertising which focuses on women's equality and empowerment has also brought much pubic attentions. Despite of much attentions, research on femvertising has been scarce. Thus, this study is designed to examine antecedents and consequences of attitude toward femvertising. For antecedents, this study proposes perceived congruence and perceived authenticity; as consequences, it proposes attitude toward brand, purchase intention, and e-word-of-mouth intention. A total of 278 college students participated in the study in return for course credits. Study results suggest that both perceived congruence and perceived authenticity are positively related to attitude toward advertising. In sum, when consumers perceive that femvertising messages are congruent with the company's brand image and the ad messages are authentic, positive attitude toward ads is likely to increase. Findings also suggest that attitude toward femvertising is positively related to attitude toward brand, purchase intention, and e-word-of-mouth-intention. In the last section of this paper, we discuss theoretical and practical implications..

• Journal of the Korean Applied Science and Technology
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• v.39 no.1
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• pp.84-95
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• 2022

This study conducted a online survey (URL), DM, , E-mail, etc. were used to sample 371 people using the standard convenience sampling method, and 320 valid samples excluding 51 unfaithful respondents were analyzed by applying causality (SEM). First, the hypothesis was adopted with the influence of positive (+) on the emotional response of the human brand's goods value. Second, the hypothesis was adopted that emotional response has a positive (+) effect on consumption behavior. Third, the human brand's goods value has a positive (+) effect on consumption behavior, and the hypothesis was partially adopted. Finally, the indirect effect of emotional response in the relationship between goods value and consumption behavior was found to be statistically significant.

• The Journal of the Korea Contents Association
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• v.21 no.9
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• pp.284-298
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• 2021

In addition to awareness building, TV media creates search behavior for the brand and the search result may link to a brand homepage and/or an e-commerce site. This study analyzed the impact of TV advertisements on a search volume at NAVER, a leading Korean search platform, in order to verify the impact of TV advertisements on brand-related search behavior. Results are as follows. TV advertisement exposure was significantly related to the amount of Korean search, English search, and total search. In addition, changes in TV advertising exposure also had a significant static influence on changes in search volume. The increase in the number of brand search was different by industries that carried out TV advertisements, and it was verified that the frequency of English searches increased faster than the frequency of Korean search as the exposure of TV advertisements increased. Therefore, domestic TV advertising volume has been verified to affect NAVER search volume, and the advertising industry and brand search language that conducted TV advertisements have been verified to be moderating variables. TV advertisements can be interpreted to cause brand search behavior in English even though it is not a native language for Koreans.

• The Research Journal of the Costume Culture
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• v.15 no.6
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• pp.996-1007
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• 2007

This study was focused on recognitive reaction. The purposes of this study was to analyze the fashion brands through correlation analysis between top of mind, recall, recognition, impact index and consumer behavior, and to identify the graveyard brand, niche brand and core brand. 33 questions about 20 fashion brands were asked to 442 males and females from the middle school students to age of 40. Data were analyzed mean, standard deviation, frequency, and correlation by using SPSS 12.0. The results were as follows: 1. Top of mind, recall and recognition affected recognizing the brands and including evoked setting, but it didn't lead the customer to purchase the brand. 2. Although top of the mind and recall are high, the percentage of purchasing the brand is relatively low if a consumer doesn't own the brand. 3. Brands 'B', 'L', 'PF', 'D' and 'BM' were represented as niche Brands which had high recognition and memory. 4. Brands 'TB', 'I', 'EN', 'ML', 'E' could be Graveyard brands that need special management. 5. Brands with the high impact index were 'A', 'T', 'I', 'C' and 'B'. These brands were recognized as the core brands by consumers.

• Korean Institute of Interior Design Journal
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• v.24 no.3
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• pp.104-112
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• 2015

This study purposes drawing changing tendency of apartment kitchen areas and character of that by figuring out type, form and per period cause of change of brand apartment kitchen areas. I adopted subject of study as the six leading construction companies considering the apartment rankings of brand and subcontract from 2001 to 2015 when brand apartment was activated(Samsung C&T corporation Raemian, Daelim Industrial Co., Ltd E-pyeonhansesang, Daewoo E&C Prugio, GS E&C XI, Posco E&C The sharp, Hyundai E&C Hillstate) and analyzed kitchen plane of $84m^2{\sim}102m^2$ housing units which were in great demand from apartment housing market. Also, I drew changing trends of kitchen areas by conducting a model house field survey. Through this study result, I will expect the utility of baseline data which is necessary for space development by figuring out kitchen culture, flows and cause of change.

• The Journal of the Korea Contents Association
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• v.20 no.8
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• pp.211-222
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• 2020

In today's society, competition of talents is a critical factor of success in modern enterprises due to living in the era of knowledge economy. Also, success of a modern enterprise can be defined by the brand equity or value of the company name defined by general public (functional) and its employees (symbolic). Company brand equity is a subjectively defined by each employee. This article aims to link the relations between employee's perception of employer brand equity to employees' job performance and turnover intention. In order to empirically verify the effects of employer brand on employee's organizational commitment, performance, and turnover intention, study conducted the general employees working for MNC in the field of e-commerce, IT, and Networking business based in China. Total 235 questionnaires were used for the empirical analysis and SPSS 21.0 statistics package was used to analyze the collected data. The results can be summarized as follows: (1) Both the functional employer brand and the symbolic employer brand equity have a significantly positive impact on organizational commitment. (2) Both the functional employer brand equity and the symbolic employer brand equity have a significant positive impact on employee performance. (3) Neither the functional employer brand equity nor the symbolic employer brand equity confirmed the negative relationship between turnover intentions. (4) Organizational commitment play the intermediary role in the impact of employer brand equity on employees' work performance.

• The Optical Journal
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• s.140
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• pp.34-35
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• 2012

대한민국 사진영상장비 대표기업 세기 P&C(주)(이봉훈 대표, www.saeki.co.kr)는 지난 6월 1일 서울 충무로 신사옥 오픈식을 개최했다. 세기P&C(주)는 지난 4월, 기존 종로구 와룡동에서 중구 충무로3가 소재의 신사옥으로 이전한 후, 동양 최대 규모의 멀티 브랜드숍을 표방한 '세기 브랜드숍'을 준비, 매장 구성을 완성하여 신사옥을 오픈했다. 이날 충무로 신사옥 오픈식에선 세기P&C(주) 이봉훈 대표의 자서전 출판기념회도 함께 진행되었다.

• Digital Contents
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• no.1 s.152
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• pp.60-66
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• 2006

한 때 명사 앞에 'e'를 붙여 신기술임을 표시하곤 했다. e메일ㆍe북ㆍe러닝ㆍe비즈니스ㆍe스포츠등 많은 부분에 접두어처럼 e를 붙여 'Electronic' 개념의 첨단성을 강조했고, 이러한 유행은 'e편한 세상','e스테이션'등의 브랜드명으로도 발전했다. 이러한 e의 유행 패턴을 넘겨받은게 접두어'u'이다. 이제 u라는 접두어가 붙은 용어를 쉽게 접할 수 있다.u코리아에서부터 시작하여, u시티ㆍu북ㆍu러닝ㆍu환경ㆍu교통ㆍu행정등 대부분의 일반명사 앞에 u를 붙여서 사용하는 현상을 보게 된다. 굳이 부연 설명을 하지 않더라도 이 u가 유비쿼터스(Ubiquitous)의 머리글자 u를 칭하고 있음은 일반적 상식이 되어있다. 정말 u세상이 온 것일까? 이번 모바일 핫토크에서는 2006년 첫 주제로 유비쿼터스 세상에 대해 다루고자 한다.