• Journal of Korea Entertainment Industry Association
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• v.13 no.7
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• pp.261-272
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• 2019

The purpose of this study is to examine the moderating effect of emotional bond in the effect of the congruence of self-image and the team's loyalty to professional baseball spectators, to enhance the effectiveness of emotional bond between the club and the spectator, and to suggest implications for establishing the club's brand marketing strategy. For this purpose, a survey was conducted on 500 professional baseball spectators, and the results of correlation analysis, stepwise regression analysis and hierarchical regression analysis using SPSS 21.0 based on 450 collected data are as follows. First, among the professional baseball spectators and the team's self-image, the realistic self-image factor had a significant effect on the club's loyalty. Second, it was confirmed that the congruence of realistic self-image moderated the effect of congruence of realistic self-image on club loyalty. This result shows that the formation of emotional bond has no influence on the congruence of ideal self-image and is related to the realistic self-image that the club is showing at present. Therefore, it is necessary to establish a marketing strategy that can highlight this effect by considering these points.

• Journal of Convergence for Information Technology
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• v.9 no.5
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• pp.235-242
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• 2019

we explored the case of 'H-Community', a private organization that supports alcohol-dependent homeless people living in the Jokbang village, based on the awareness that "the key to social assistance for alcohol-dependent homeless may be an influential relationship to replace the role of their families." The data collection and analysis followed the research that Spradley presented, and the result was 'living in the balance rather than the great affection'. However, the density of the relationship and emotional bond appeared different, which had something to do with their respective life processes and their health, age and economic conditions. These differences were categorized and suggested as arguments through 'a family-alternative relationship', 'emotional bond' and 'participation'. Based on the results, the conclusions presented the implications needed for alcohol-dependent homeless people.

• Culinary science and hospitality research
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• v.22 no.5
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• pp.339-351
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• 2016

Current study conducted to verify the impact of emotional labor by Rapport on job burnout and organizational satisfaction from five-star hotel chefs located in Seoul. Survey distributed to employees who are working for department of foodservice from ten five-star hotels, and total 257 respondents were employed for data analysis. The Rapport was tested by using two sub-variables: enjoy relationship and personal bond, the emotional labor were measured by three sub-dimensions: surface behavior, emotional behavior, and inner behavior. Results found that enjoy relationships and personal bonds have significant influence on surface behavior, but the rapport have not significant impact on emotional behavior. In addition, only personal bond of rapport has significant influence on personal bon in present study. Furthermore, all elements of emotional behavior except surface behavior were significant predictors of job burnout, and organizational satisfaction. Hence, this study contributed to provide various practical implication as well as theoretical implications to managers or organizers of five-star hotels especially for foodservice employees.

• Journal of Fashion Business
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• v.19 no.5
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• pp.157-174
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• 2015

This research intends to observe the effects of social capital regarding fashion social enterprises on the community sense of participating consumers, and verify the relationship of the effects that such social capital and community sense have on sustainability formation variable(shared values, suitability of values, behavioral flow, cognitive belief and long-term relationship orientation) of social enterprises. For such analysis, a sample of 400 consumers with experience of purchasing products of fashion social enterprises more than once was utilized, and path analysis was conducted utilizing AMOS 20.0. As a result of this research, first, information sharing, social participation among the characteristic factors of social enterprises' social capital had a meaningful impact on shared values, and self-pursuit and significance meaningfully affected the suitability of values. Second, mutual influence, sense of belonging, satisfaction of needs and emotional bond among the characteristic factors of community sense between social enterprises and consumers meaningfully affected shared values, whereas mutual influence, sense of belonging and emotional bond substantially influenced suitability of values. Third, shared values and suitability of values affected the relationship between behavioral flow and cognitive trust, and behavioral flow and cognitive trust both had meaningful impact on long-term relationship orientation.

• Management & Information Systems Review
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• v.31 no.4
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• pp.139-165
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• 2012

This paper examine the roles of social rapport and friendship which are the representative variables of strong emotional bonds between customers and firms in service relationship marketing. As results, social rapport and friendship were confirmed as positive moderators between a relational antecedent variable and a relational mediator variable. In other words, emotional bonds, such as social rapport and friendship, stimulated relationship development in service relationship marketing. Meanwhile, customer-firm emotional bonds seemed to be a negative effect on the stage of a relational mediator variable and a relational outcome variable. This meant that relational mediator variable and emotional bond variables(social rapport and friendship) individually had an positive effect on a relational outcome variable. If emotional bonds between customers and firms had already built, they could have positive influence on the relational outcome, regardless of relational mediator variables. Conclusively, firms' relational efforts focus on the building the emotional bonds with customers, not on the process of relational antecedents, mediators, and consequences.

• Journal of Distribution Science
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• v.12 no.4
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• pp.11-22
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• 2014

Purpose - The domestic franchise industry has made significant contributions to industry such as investment, employment, and community economy development, facilitating growth potential. The franchise industry provides management knowhow transfer between parent companies and franchisees as per contracts addressing use of business signs, franchisees' independent position, franchisor support, and royalties to be paid to the franchisors. However, many franchisors lack management knowhow and provide insufficient support because of poor control of franchisees and not having a systematic approach to support. This results in dissatisfied franchisees and failure to establish long-term relationships. Few studies have examined relational commitment and/or re-contract intention by support resources between franchisors and franchisees, despite a considerable output of theories and studies of the growth of the franchise industry. The purpose of this study, therefore, was to examine the effects of the ability to provide resources on relational commitments and re-contract intention, and to suggest causal relationships and implications. Research design, data, and methodology - The subject was domestic franchisors registered with the Association of Franchise with more than 50 franchisees. Franchisees under contract for 2 years and considering re-contract of their franchise 2 years later were used. The subjects totaled 300 franchisees in Seoul. A questionnaire survey was used to investigate the subject of franchisees' concessions during the 10 days from November 21, 2013 to November 30, 2013. After excluding 16 surveys with poor answers, 284 responses were finally used. Four areas and 44 questions were used. A nominal scale was used for four common characteristics questions including gender, ages, educational background, and franchise managing time. Questions regarding ability, relational commitment, and re-contract intention made use of a Likert 5-point scale. Data coding and data cleaning were used. SPSS 18.0 was used as follows. First, frequency analysis was done to investigate demographic characteristics. Second, exploratory factor analysis was done to verify validity of testing tools, and Cronbach's α coefficient was used to verify reliability. Third, correlation analysis and multiple regression analysis were done. An exploratory factor analysis was done to verify validity of concepts. A correlation analysis was done to test relationships between the variables, and multiple regression analysis was done to verify franchisor's ability, franchisees' relational commitment, and re-contract intention. Results - The following were the outcomes. First, store operation management, finance operation management, and human resource management affected the calculated bond. Second, store operation management and finance operation management affected the emotional bond. Third, store operation management, finance operation management, human resource management, and marketing management affected the prescriptive bond. Fourth, calculated bond and prescriptive bond had an effect on re-contract intention. Conclusions - As stated above, in franchise management, parent companies' offer and instruction of core competence to their franchisees as an information resource could improve the relational bond by helping them grow together through the resource sharing. Consequently, core competence factors were promoting factors that could improve franchisees' re-contract intention for a long time.

• Culinary science and hospitality research
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• v.22 no.3
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• pp.79-91
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• 2016

This research was conducted over one month from May 1st to May 30th, 2015. Data were collected after confirming purpose of current study with eating house manager from the restaurant consumers. This study investigated the impact of nostalgia tendency on the propensity to revisit the eating house. Nostalgia impact on the propensity of the perceived emotional food repurchase also had the effect of significantly positive (+) on the road to repurchase B=0.767(p<.001). The coefficient of determination for measuring the adequacy of the model to determine the coefficient that measures the suitability of the model was explaining 58.9% of the variation in the premises 0.589, models with F=431.234(p<.001) to verify the significance of the model is significantly It has been described. Second, nostalgia tendency and social tendencies of the bond part had a strong impact in moderating effects of (-). The lower the social bond was investigated by increasing the propensity nostalgia.

• Asia Marketing Journal
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• v.12 no.2
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• pp.53-81
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• 2010

Brand experience has received much attention from considerable marketing research. When consumers consume and use brands, they are exposed to various specific brand-related stimuli. These brand-related stimuli include brand identity and brand communications(e.g., colors, shapes, designs, slogans, mascots, brand characters) components. Brakus, Schmitt, and Zarantonello(2009) conceptualized brand experience as subjective and internal consumer responses evoked by brand-related stimuli. They demonstrated that brand experience can be broken down into four dimensions(sensory, affective, intellectual, and behavioral). Because experiences result from stimulations and lead to pleasurable outcomes, we expect consumers to want to repeat theses experiences. That is, brand experiences, stored in consumer memory, should affect brand loyalty. Consumers with positive experiences should be more likely to buy a brand again and less likely to buy an alternative brand(Fournier 1998; Oliver 1997). Brand attachment, one of dimensions of the consumer-brand relationship, is defined as an emotional bond to the specific brand(Thomson, MacInnis, and Park 2005). Brand attachment is target-specific bond between the consumer and the specific brand. Thus, strong attachment is attended by a rich set of schema that link the brand to the consumer. Previous researches propose that brand attachments should affect consumers' commitment to the brand. Brand experience differs from affective construct such as brand attachment. Brand attachment is based on interaction between a consumer and the brand. In contrast, brand experience occurs whenever there is a direct and indirect interaction with the brand. Furthermore, brand experience is not an emotional relationship concept. Brakus et al.(2009) suggest that brand experience may result in brand attachment. This study aims to distinguish brand experience dimensions and investigate the effects of brand experience on brand attachment and brand commitment. We test research problems with data from 265 customers having brand experiences in various product categories by using multiple regression and structural equation model. The empirical results can be summarized as follows. First, the paths from affective, behavior, and intellectual experience to the brand attachment were found to be positively significant whereas the effect of sensory experience to brand attachment was not supported. In the consumer literature, sensory experiences for consumers are often equated with aesthetic pleasure. Over time, these pleasure experiences can affect consumer satisfaction. However, sensory pleasures are not linked to attachment such as consumers' strong emotional bond(i.e., hot affect). These empirical results confirms the results of previous studies. Second, brand attachment including passion and connection influences brand commitment positively but affection does not influence brand commitment. In marketing context, consumers with brand attachment have intention to have a willingness to stay with the relationship. The results also imply that consumers' emotional attachment is characterized by a set of brand experience dimensions and consumers who are emotionally attached to the brand are committed. The findings of this research contribute to develop differences between brand experience and brand attachment and to provide practical implications on the brand experience management. Recently, many brand managers have focused on short-term view. According to this study, we suggest that effective brand experience management requires taking a long-term view of marketing decisions.

• Journal of Korean Academy of Nursing
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• v.21 no.3
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• pp.365-382
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• 1991

This study was designed to measure the physical, mental-emotional and social health status of elderlies according to rural areas, medium - small cities, and large city environment. Data collection was done from July 18 to August 17 1990. The subjects were a convenience sample after their place of residence was stratified into large, medium- small cities and rural areas. Those who attended elderly centers in Seodaemun, Mapo, and Kangnam districts in Seoul were considered to be residents of a large city and interviewed by trained research assistants and student nurses. Elderlies living in Chungju, Jinju, Chuncheon, and Jeonju cities were coded as residents of medium-small cities and were interviewed by professors of nursing colleges. Rural residents were interviewed by the community health practioners working in community health clinics in North and South Kyongsang, North and South Jeolla, and Kyonggi provinces. The tool used in this study was the health assessment tool developed by Choi, Young Hee in 1990. This tool was organized into 20 physical health status, 17 mental - emotional health status, and 37 social health ststus items. Physical health status items consisted of six factors - personal hygiene activity ability, external activity utilizing traffic, mass media, and spare time ability, sexual ability, digestive system related ability, sexual ability, sensory ability, and elimination ability. Mental - emotional health status items consisted of two factors - mental health factor and emotional health factor. Social health status items consisted of seven factors -grandparental role ability, parental role ability, spoused role ability, friendship role ability, kinship role ability, group member role ability, and religious believer role ability. Data Analysis included frequencies, percentage, mean, standard deviation, ANOVA, and chi - square test. The results of the analysis are as follows : 1. The mean physical health status score for large city residents was 4.1132, for rural residents 4.0787, and for medium and small city residents 3.9565. There were significant differences according to residential area for personal hygiene activity ability, external activity ability, sexual ability, and digestive system related ability items 2. The mean mental -emotional health status score for rural residents was 3.8291, for medium and small city residents 3.7967, and for large city residents 3.7807. There was a significant difference according to residential area in the mental health ability item. 3. The mean social health status score for medium and small city residents was 3.0000, for rural residents 2.9362, and for large city residents 2.8960. There were significant differences according to residential area for kinship role ability and religious believer role ability items. The following conclusion was derived from the above results 1. The physical health status of elderlies residing in medium - small cities and in rural areas was lower than that of those residing in Seoul, a large urban area. Therefore, more medical facilities are needed in rural area so as to monitor their health, prevent disease, and promote their health. 2. The mental -emotional ststus and social health status of elderlies residing in the large city were lower than that of those residing in medium - small cities and rural areas. This may reflect weakening of the strong traditional family bond that may happen with urbanization. Continued support for elderly parents is essential and education should emphasize the traditional cultural norm and value of filial piety. 3. Facilities and programs for elderly are needed so that they may spend their time more valuably in their urban environment.

• Journal of the Korean Home Economics Association
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• v.12 no.2
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• pp.563-580
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• 1974

A Study of the Emotionality of Child and Mother The purpose of this study is primarily to understand the emotional climate of child and mother, which is a significant factor in child study and the home life. A sample was collected from a total of 1,592 of whom 796 are elementary school children with their mothers. Of these 796 children 440 are fom private schools, 190 from public schools in Seoul. The rest are taken from a farming area, 100 kilometers from Seoul. The data was basically obtained through answers to a questionaire distributed in September 1973. In this study, the cross-sectional method, percentage calculation and chi-square test are adapted from factor analysis. With this limited amount of data special attention now, the following conclusions can be drawn from this analysis although special attention should be given in making any kind of generalization about the entire population. 1) Children's emotionality (a) There is a higher percentage of emotionally well-adjusted children as opposed to maladjusted children.(51%>11%) (b) There is no correlation between children's emotionality and the following factors: grade, sex, residential area, school records, and educational level of their mothers. 2) Mother's Emotionality (a) There are more mothers who consider themselves happy than unhappy.(49%>2%) On the other hand a higher percentage of mothers reported feelings of tension and insecurity as compared to those who had feelings of firm security(65%>5%) (b) There is a high correlationshionship between marital adjustment and marital happiness. In other words, the more adjusted, the happier. A high marital happiness has strong influence on the preference of sex, on children's adjustment to their friends, and their present living condition. (c) There is a close relationship between a high marital adjustment and the social development of a child: being fond of fathers, homelife, and the acquaintance with many friends. In the same way, the positive emotionality of a mother in raising her children and their school records are also important. 3) Emotional relationship between a mother and her chid There is a close bond of love and respect between a mother and her child. Moreover, a high frequence of close and open-minded communication exist between them in a family. It is evident that the emotional climate of the mother has a strong and powerful influence on her child.