• Journal of Distribution Research
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• v.15 no.2
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• pp.71-99
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• 2010

Most of studies on patriotism in the marketing area have focused on ethnocentric tendencies observed in consumption behaviors. On the contrary, there have been few empirical studies on how patriotism in the general sense, indicating affection for, attachment to, and pride in the country, influences consumers' evaluation of domestic and foreign products. Given the current situation that marketing activities appealing to people's patriotism is increasing, this is somewhat surprising. Thus, this study examined empirically how patriotism influences people's evaluation of domestic and foreign products. In addition, we tested whether consumer ethnocentrism works as an intervening variable in the relation between patriotism and product evaluation. The empirical analysis was conducted through a questionnaire survey of undergraduate and graduate students at universities in Seoul. The survey asked about the respondents' patriotism, consumer ethnocentrism, domestic product evaluation, foreign product evaluation, and demographical characteristics. In foreign product evaluation, the respondents were requested to evaluate Chinese and Japanese products. Email was used to send and recover the questionnaires, and 135 replies were used in the analysis. Major findings from the empirical analysis are as follows. First, a significant relationship was observed between patriotism and domestic product evaluation. That is, patriotic participants evaluated domestic products more favorably. On the other hand, no significant relationship was observed between patriotism and foreign product evaluation(See Table 1-1 and 1-2). Next, the effect of patriotism on domestic product evaluation was mediated by consumer ethnocentrism. However, whether the effect of patriotism on domestic product evaluation is mediated by consumer ethnocentrism partially or fully was different according to product(See Table 2-1 and 2-2). Lastly, we tried to analyze the relation between consumer ethnocentrism and product evaluation and comparing the results with findings of previous researches. According to the results, a significant relationship was observed between consumer ethnocentrism and domestic product evaluation but not between consumer ethnocentrism and foreign product evaluation. The meanings of this study are as follows. First, there have been few marketing studies that investigated the relation between patriotism and product evaluation. Thus, this study is meaningful in that it supplemented the limitation of previous research. Second, consumer ethnocentrism was found to mediate the relation between patriotism and domestic product evaluation. Considering the absence of previous research that examined the role of consumer ethnocentrism as an intervening variable, this study is significant in that it expanded the scope of research on consumer ethnocentrism. Third, from the practical aspect, the results of this study suggest that marketing appealing to patriotism is effective in stimulating consumers' purchase and consumption of domestic products. Accordingly, such a marketing strategy is expected to be effective in protecting domestic markets from imported goods and overseas brands and to increase demands for domestic products and brands. However, there is the question of whether the effect of patriotism based marketing strategies in promoting demand for domestic products would persist. That is, this study could not find a significant relation between patriotism and foreign product evaluation, and this means that the increase in patriotism for the home country does not damage people's view to the quality of foreign products negatively. Accordingly, without change in people's perception of foreign products, it is highly likely that the increase in demand for domestic products or brands induced by patriotism elevated at a specific time or situation may not last long. Fourth, the results of this study suggest that the patriotism level may influence consumers' choice behavior toward retailers strongly connected to a specific country or region. That is, consumers with high level patriotism may hesitate or avoid using a retailer associated with some foreign country. Fifth, according to the results of this study, when people's patriotism is stimulated by a specific social situation or event, it can be an opportunity for domestic franchise brands to increase their market performance such as sales and market share and, at the same time, for foreign franchise brands to experience adversities. Therefore, during a period like the Olympic Games or the World Cup when people's sense of belonging or attachment to their country is heightened, domestic franchise brands need to make marketing activities that may lead market opportunities to substantial results and foreign franchise brands to cope with such adversities. Sixth, consumers' brand choice is often made in retail stores. It has been demonstrated by numerous studies that in store stimuli such as point of purchase display can affect consumers' behavior. Considering this, domestic brands facing competition with foreign brands should make continuous efforts to enhance the market performance of their products through developing in store stimuli that can stimulate consumers' patriotism. Finally, based on the major findings of this study, both academic and practical issues were discussed. Suggestions for future studies were provided.

• Science of Emotion and Sensibility
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• v.24 no.1
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• pp.11-24
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• 2021

This study investigates the buying behavior pertaining to Japanese brands according to the degree of patriotism of consumers in their 20s. A survey of 235 university students was conducted; the survey questioned the basic purchasing attitudes of consumers in their 20s regarding outerwear and underwear and then surveyed the purchasing attitudes regarding U brand's (representative Japanese brand) outerwear and underwear. To detect the correlation between patriotism and U brand purchases, this study asked questions about patriotism and investigated basic personal information. The research results were as follows. First, there was a significant difference in consumer's purchasing attitude toward outerwear and underwear. When of consumers who are in their 20s purchase outerwear, its design was the most important factor, whereas when purchasing underwear, functionality was the most crucial factor. Second, it was confirmed that consumer's attitudes toward U brand's outerwear and underwear differed. Although the evaluation of U brand's outerwear design was not positive, the consumer tended to be satisfied with the price. U brand's score concerning the functionality of underwear products received a slightly positive response. Third, a total of 235 respondents were divided into a high- and low-patriotism-group based on questions about patriotism. There were significant differences in their attitudes toward clothing and consumer's purchasing behavior at U brand. Highly patriotic consumers thought negatively about U brand outerwear products in terms of price and product quality than low patriotic consumers; however, there was no significant difference only regarding design evaluation. For underwear products, low patriotic consumers were more positive about the price, design, and functionality of U brand products than high patriotic consumers.

• (The)Study of the Eastern Classic
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• no.48
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• pp.169-194
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• 2012

This study is about patriotic poems and patriotism-dominated life of Lu You who lived in the Southern Song Dynasty. Lu You, one of the four greatest poets of the Southern Song Dynasty, left about 9,400 poems, out which the majority of poems described his patriotic spirit amid the nation's existential crisis. Among Lu You's excellent poems, patriotic poems that described worries over the nation and the national people were the most well-made ones. As Lu You was a war hawk who insisted on armed struggle with Jin to recapture political supremacy in the nation, he was persecuted seriously. But, Lu You didn't yield his patriotic will until death and he poeticized his patriotism. While discussing Lu You's patriotism and poetic figuration, this study focused on three large categories of his poems as shown below. The first category was the poems describing his will toward resistance and territorial recapture. The second category was the poems expressing his patriotic sentiment and sorrowful indignation. The third one was the poems symbolizing his patriotism through poetic materials such as dream and drink. Out of the poems in these three categories, the first category poems were deeply related to Lu You's political point of view. The second and third category poems showed his grand ambition and frustration he faced with in reality. In particular, Lu You's Kimongsi (dream-describing poem) that symbolized his patriotism gained great literary achievements.

• Korean Architects
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• s.604
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• pp.102-103
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• 2019

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2018.10a
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• pp.600-603
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• 2018

The purpose of this study is to describe the SW Convergence education class applying the Novel Engineering teaching method during the creative experiential activity time. We developed a SW convergence education program for a patriotism class applying Novel Engineering, a new educational method instead of writing and drawing. Through this lesson program, students can improve their problem-solving ability based on their computational thinking and enhance their love spirit about country. Students read a book that tells the story of patriot, writes the historical scene presented in the book through scenarios through Re-enactment, and implements the simulation situation using Lego WeDo 2.0. The results of this study based on the analysis of the data on the questionnaire showed that there is a significant students' change through the SW convergence education program for patriotism class. In the future, we will expand the scope to more various grades and subjects so that we can generalize the effectiveness of SW convergence education applying Novel Engineering.

• The Journal of Korean Philosophical History
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• no.39
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• pp.115-142
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• 2013

The purpose of this study was to explore the changes of values in Korea focused on the period from liberation in 1945 to industrialization in the late 1970s. Those periods classified into 'Transitional Era' and 'Industrial Era' based on historical events significantly influenced the changes of value system of Korean people or Korean society. In this study, not only main values and right people for society but also the way of changing value system in those periods were suggested by investigating factors of politics, economy and society. The results are as follows : First, main values and right people for society on each period were as follows : In Transitional Era, main values were manners and social norms, and right people for this period were practical intellectuals pursuing the principle of action-oriented truth-and- knowledge-seeking. In Industrial Era, on the other hand, main values were sincerity, diligence, self-help and collaboration, and right people for this period were skilled man having occupational ability which was essential for economic development. Second, lasting value in Transitional Era and Industrial Era was patriotism. The patriotism in early Transitional Era was appealed to nation and people because of the collapse of ruling system and the absence of leaders, however, the patriotism changed to loyalty towards a national leader or seniors after the formation of new ruling system by building nation and electing a leader. On the other hand, the patriotism of Industrial Era was distinctly defined purpose for carrying out national economic policy and overwhelming Democratic People's Republic of Korea with anti-communist spirit and unification will.

• The Research Journal of the Costume Culture
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• v.8 no.6
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• pp.949-963
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• 2000

Jambangee's advertisements in spring 1998 attracted public attention by the differentiating message of 'nationalism'. The purpose of this paper is to interpret Korean youth's culture of consumption, value, thought and culture expressed in these advertisements. The semiotic analytic method of F. Saussure and R. Barthe were used. Metaphor and metonymy as interpretive tools were used. Two levels of meaning, denotation and connotation were examined, and idelogies and mythologies were sought. Contrary to the most of jean advertisements which show youth, characteristic style, western life style and westernized beauty, refinement, materialism, and social differentiation, Jambangee's advertisement showed nationalism and patriotism. These advertisements criticized that preference of imported goods and ostentation of purchasing power brought crisis of economy and I.M.F. system. Jambangee's jeans symbolized as the meaning of nationalism and patriotism were suggested as a way to save our country. Jambangee's advertisements are meaningful. Because we had accepted western fashion passively so far, but for the first time Jambangee applied Korean design elements to jeans and gave new meanings to them through the 'nationalism'campaign.

• Sijohaknonchong
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• v.23
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• pp.133-159
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• 2005

This thesis is about Sijo(traditional Korean poem) made-up of 35 volumes and 45 poems written by Han Yong-un. The aim of this study is reappraise the Sijo which is not known to Korean people. There are four thesis about Sijo so far. Ko Myeong-su divided Sijo into separate subjects and researched it very deeply. After I read the Chinese Poems of Han Yong-un, I researched the relationships between subject matter and its theme. The relationships are between the moon and religion, spring and aspiration, autumn and grief or lose, and the sword and patriotism. I chose to discuss a Sijo 'Mugunghwa Shimeukwajeo'(무궁화(無窮花)를 심으과저) shich deals with the moon and religion. The main subject matter of this S is the moon. There are three poems in this volume. They are all about the moon. There is a Mugunghwa (無窮花) on the moon. This poem asserts that the moon is good for love, and it is the subject matter of the poet's religion. The moon in the Chinese poem 'Okjungkamwhiy'(獄中感懷) believes there is hope in prison. The moon in 'Wolbang(月方中) is Buddhist thinking. I researched 'Geochon'(早春) tee poems about spring and aspiration. The first poem is about the independent movement against the Japanese. Autumn is about the feeling of lose in the life. Sijo 'Chuyamong' (秋夜夢) is lose the lover. The second poem is about conquering all difficulties of the poet's current circumstance. The third poem is about the feeling of vacuum in his life. The fourth poem is about deploring losing his mind. 'Nam-a'(男兒) and 'Urinim'(우리님) are books about patriotism. These poems have the subject matter of a sword for song patriotism. 'Kiharksaeng'(寄學生), 'Anhaeju'(安海州), and 'Hwangmaecheon'(黃梅泉) are patriotic poems. In this study, I found that the subject matter and the theme in the Chinese poems of Han Yong-un(韓龍雲) are related. Mainly he used the metaphor of the moon for religion, spring for aspiration, autumn for grief or lose, and sword for patriotism.

• Cross-Cultural Studies
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• v.24
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• pp.19-31
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• 2011

This article examines the historical view of Benito $P{\acute{e}}rez$ $Gald{\acute{o}}s$ in his historical novel named "Zaragoza" and "$C{\acute{a}}novas$" by comparing with Numancia of Cervantes. In front of the national survival crisis, $Gald{\acute{o}}s$ recognizes that it is necessary that Spain should recover humanity and morality on basis of the krausist ideal. The krausists warned subjective idealism, stressing on free-will and moral conscience in a harmonious balance of rationality. Without refusing patriotism, they warned egoistic patriotism deformed by national selfishness or nationalism. Giner de los Ríos insisted on a necessity of harmonizing national inclination and universal one. $Gald{\acute{o}}s$ emphasizes that the identity of Spain is not possession of privileged class but sweat and tears of the mass of people in daily life. He represents Efemera as the ideal history on the basis of Unamuno's 'intrahistoria', by which, instead of $Luk{\acute{a}}cs^{\prime}$ progressive history, we can peep into a historical poetics of human free nature and vividness of discontinuous and endless shifting. According to the sub-history, we come to the conclusion that $Gald{\acute{o}}s$ and Cervantes would lay emphasis on sub-history, aiming to essence of Spanish soul originated from national landscape and people's daily life.

• Philosophy of Education
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• no.66
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• pp.105-132
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• 2018

This study analyzes and compares the contents of the prohibited history textbooks to the officiated curriculum textbooks during the Japanese Intervention period. By doing so the study will discuss the curriculum regulation through the new educational sociology aspects. The results are as follows. First, the Residency-General placed Japanese advisors in educational faculties to prepare a foundation for colonial education. It was intended to influence the educational system and its contents by displaying their superiority represented by their group of elites. Second, In 1908, the authorities issued the textbook regulation, which controlled the contents of the education before the book was published. The standard for the regulation was to exclude contents that are disadvantageous to Japan, and is favorable to colonial rules. Third, The prohibited textbooks contained contents that violate the standards. This shows that during the Residency -General period the textbook examination system was a tool to control school curriculum. Fourth, after comparing the contents of both prohibited textbooks and regulated textbooks, the prohibited history textbooks included the national independence, the victory over the Japanese, patriotism, and unfavorable relations with Japan. On the other hand, the regulated textbooks omitted patriotism and ethnicity-independent content, and instead filled its content with a friendly relationship Korea had with Japan at the time. This phenomenon proves that knowledge and the way of thinking are favorable towards superior groups of society and have an influence in determining the content of school education. This is the new education sociology theology.