• Title/Summary/Keyword: relative $_pL^*-order$

Search Result 72, Processing Time 0.033 seconds

Effect of Conidial Number and Nutrition on the Germination of Conidia in Colletotrichum dematium f. sp. capsicum Causing Red Pepper Anthracnose (분생포자수(分生胞子數) 및 영양상태(營養狀態)가 고추 탄저병균(炭疽病菌)(Colletotrichum dematium f. sp. capsicum)의 분생포자(分生胞子) 발아(發芽)에 미치는 영향(影響))

  • Chung, Bong-Koo;Lee, Sang-Bum
    • Korean journal of applied entomology
    • /
    • v.25 no.1 s.66
    • /
    • pp.41-46
    • /
    • 1986
  • Exogenous factor and nutrients affecting for conidial germination of Colletetrichum dematium f. sp. capsicum causing red pepper anthracnose were studied by slide germination test. Optimum temperature of conidial germination was at $28^{\circ}C$, ranging 15 to $35^{\circ}C$. Optimum pH was at 5.5, ranging 4.5 to 8.0, and more than 90% of relative humidity (RH) was optimum. Poor conidial germination of the fungus was observed on sterile distilled water, but potato sucrose broth (PSB), red pepper fruit broth (RPFB), green pepper fruit broth (GPFB) and pepper leaf broth (PLB) furnished a satisfactory nutrients for conidial germination. Exogenous supply of carbon and nitrogen sources were essential for conidial germination, while potassium, phosphorous and sulfur were not evident as that for carbon and nitrogen. Soluble starch was the most suitable as a carbon source for conidial germination and followed by D-glucose, D-galactose and lactose in that order. Maximum germination was attained in the $1{\times}10^4$ conidia per ml. Germination was decreased with increment of conidial concentration, and in the density of $5{\times}10^4$ conida per ml, germination was nearly supipressed. It suggested existing a self-inhibitor. Non-washed conidia germinated more than washed conidia, and conidial germination was also gradually decreased by increasing conidial density.

  • PDF

Quality Properties of Capsule Type Meju Prepared with Aspergillus oryzae (Aspergillus oryzae를 이용한 캡슐형 메주의 품질특성)

  • 최재훈;권선화;이상원;남상해;최상도;박석규
    • Food Science and Preservation
    • /
    • v.10 no.3
    • /
    • pp.339-346
    • /
    • 2003
  • In order to improve some problems such as contamination of undesirable mold, mycotoxin production and excessive drying on the surface of traditional meju, we developed a capsule type-meju(CM) coated with steamed black bean and Aspergillus oryzae - rice koji(0.3%, w/w) mixture to surface of traditional meju and fermented at 25$^{\circ}C$ for 14 days under 80% relative humidity. Contamination of undesirable mold on the surface of CM was not detected within 2 weeks and some genus Penicillium molds on control meju without koji were found naturally after 12 days of fermentation. The moisture content of meju was showed to be in the range of 34.7 - 29.4% being 32.7%(w/w) of mean value. Titratable acidities in CMs prepared with black bean(BCM) and soybean(SCM) were much higher than that in control meju, and BCM was similar to SCM. Free sugar content in BCM(123.98 mg%) was 10 times and 2.1 times higher than that in control meju(15.02 mg%) and SCM(59.85 mg%), respectively. Amino type nitrogen content in control meju was 147.00 mg% and its content in BCM(255.50 mg%) was 1.37 times higher than that in SCM(187.25 mg%). Total organic acid content in BCM(95.98 mg%) and SCM(1l9.98 mg%) were much higher than that in control meju(26.44 mg%), and then lactic and malic acid contents were markedly changed according to capsulation of meju. Lightness value(L) of Hunter color index was much higher in BCM than in SCM. Fatty acid composition of CM was not different as compared to control meju. Total free amino acid content in BCM(1039.70 mg%) was 4.4 times and 2.4 times higher than that in control meju(236.45 mg%) and SCM(556.07 mg%), respectively.

Effects of the Application of Different Fertilizers on the Forage Yield and Quality on Newly Reclaimed Hilly Soil I. Changes in the forage yields, yield components and botanical composition (신개간 산지토양(山地土壤)에서 초지조성(草地造成) 비종(肥種)이 목초(牧草)의 수량(收量) 및 품질(品質)에 미치는 영향 I. 건물수량(乾物收量), 수량구성요소(收量構成要素) 및 식생구성비율(植生構成比率)의 변화)

  • Jung, Y.K.;Cho, J.S.
    • Journal of The Korean Society of Grassland and Forage Science
    • /
    • v.19 no.2
    • /
    • pp.133-140
    • /
    • 1999
  • This pot experiment was conducted to find out the forage productivity and quality in a grass/clover sward as affected by the application of three different fertilizers; double superphosphate(DS), fused Mg-phosphate(FP), and complex fertilizer(CF), on newly reclaimed hilly soil. This 1st part was concerned with the forage yields, yield components and botanical composition. The results obtained are summarized as follows: 1. The significant differences in the yields(relative yields, %) of whole forages and legume were laid in the following increasing order; CF(relative yield: 150.4% in whole forages and 169.7% in ladino clover) > FP(125.4% in whole forages and 121.7% in ladino clover) > DS(100.0%). The yield of orchardgrass was significantly reduced in the DS plot, compared with the yields in the FP and CF plots, whereas these showed no significant differences between the FP and CF plots. 2. In the botanicl composition, it showed that the rates of grass : legume were 48:52% in the DS and FP, and 40:60% in the CF. It was recognized that the application of complex fertilizer contributed to the increasing of the yields of whole forages, and especially legume yield and rate in the mixed sward.

  • PDF

Assessment of the Bacterial Regrowth Potential in Drinking Water System Using Specific Regrowth Rate (재증식속도에 의한 상수도 시스템의 세균재증식능 평가)

  • Oh, Jung-Woo
    • Journal of Korean Society of Environmental Engineers
    • /
    • v.27 no.3
    • /
    • pp.309-315
    • /
    • 2005
  • In this study, the bacterial regrowth characteristics in drinking water were investigated for various nutrient concentrations and forms using improved BRP method as a traditional approach and specific regrowth rate as a new index. The results of bacterial regrowth potential for glucose and $NH_4^+-N$, which was evaluated by BRP method as a traditional index, appeared to be higher relative to that of acetate or humic acids as carbon source and $NO_2^--N\;or\;NO_3^--N$ as nitrogen sources, respectively. The results obtained by specific regrowth rate as a new index were similar to that of BRP method with respect to the nutrient conditions examined in this study; i.e., the specific regrowth rate for glucose(ranged from 0.005 to $0.082\;hr^{-1}$) was feater than that acetate and humic acids(ranged from 0.005 to $0.068\;hr^{-1}$ and from 0.005 to $0.008\;hr^{-1}$, respectively). And specific regrowth rate for $NH_4^+-N$ (ranged from 0.008 to $0.072\;hr^{-1}$) was feater than that $NO_2^--N\;and\;NO_3^--N$ (ranged from 0.008 to $0.055\;hr^{-1}$ and from 0.008 to $0.059\;hr^{-1}$, respectively). Therefore, specific regrowth rate can be applied in order to evaluate the bacterial regrowth potential in drinking water.

Ecological Environment and Rhizosphere Microflora in the Native Soil of Purple-Bracted Plantain Lily for Wild Vegetables (비비추 나물의 자생지 생태환경과 근권미생물상)

  • Cho, Ja-Yong;Heo, Buk-Gu;Yang, Seung-Yul
    • Korean Journal of Organic Agriculture
    • /
    • v.13 no.4
    • /
    • pp.389-400
    • /
    • 2005
  • This study was conducted to investigate into the ecological environments and the soil microflora of purple-bracted plantain lily (Hosta longipes Matsumura) for wild vgetables. Native soil textures of purple-bracted plantain lily were in the order of sandy loam (SL) > loam (L) > clay loam (CL). pH in soil was relatively acid by 4.8, electric conductivity was 0.08mS/cm, and organic matter content was 0.08g/kg. CEC was measured by $100.8cmol^{(+)}kg^{-1}$ and available phosphate was 103.4mg/kg. Contents of exchangeable cations in terms of potassium, calcium, and magnesium were measured by $0.33cmol^{(+)}kg^{-1},\;2.26cmol^{(+)}kg^{-1},\;and\;0.87cmol^{(+)}kg^{-1}$, etc. Diurnal changes in the air temperature of the natives were 15 to $20^{\circ}C$, that temperature differential was relatively little compared with that in open field by 15 to $30^{\circ}C$. Relative humidity in the natives were much more humid by 60 to 80% compared with that in open feld by 35 to 85%. Light intensity in the natives and the open field at ten o'clock were $2,300{\mu}mol/m^2/sec.\;and\;1,750{\mu}mol/m^2/sec.$ Total number of soil microorganisms were $8.4{\times}10^7\;c.f.u./g$. Mycorrhizal spore densities over $500{\mu}m,\;355{\sim}500{\mu}m,\;251{\sim}354{\mu}m,\;107{\sim}250{\mu}m\;and\;45{\sim}106{\mu}m$ were 0.8, 1.3, 2.1, 38.1, and 110.0 respectively. Mycorrhizal root infections by vesicle and hyphae were 17% and 6%. However, arbuscules in the roots were not shown.

  • PDF

The Standing Crops and Soil-borne Microfungal Flora of Phyllostachys reticulata in Korea (한국산(韓國産) 왕대나무의 현존량(現存量)과 토양(土壤) 미세균류상(微細菌類相))

  • Kim, Kwan-Soo
    • The Korean Journal of Mycology
    • /
    • v.7 no.2
    • /
    • pp.91-116
    • /
    • 1979
  • This paper is to investigate the standing crops and microfungal flora in soil in Phyllostachys reticulata forests in both the Yesan area (A) and the Kwangsan area (B). The stand density of the bamboo revealed 17,250 shoots per ha in area A, and in area B 14,780 shoots which were 16.1% less in number than area A. In respect to the environmental factors between the two areas, the mean temperature during the growth period was $1.5{\sim}2^{\circ}C$ higher in area B than in area A, soil tempeature also was $1{\sim}2^{\circ}C$ higher in area B, and the total quantities of nitrogen, phosphoric acid and organic compounds contained in the soil of area B were also slightly higher than those of area A. In area B the quantities of dried leaf matter, humus, and vegetation in the bamboo forest were also larger than in area A. In addition, five more species of microfungi which playa role in the decomposition of the various organic materials in the bamboo forests were identified in area B: Mortierella elongata, Mucor circinelloides, Aspergillus japonicus, Penicillium waksmani and Trichoderma lignorum. The atmospheric temperature in the inner portions of the bamboo forests was lower than the outside temperature, but the humidity was higher. The rates of relative illuminance were measured in area A at 4.19%, and in area B at 2.7%. These values revealed that the photosynthetic acitivity in the lower part of the bamboo was lost but it was considered that lower illuminance increased the microfungal activities in the vicinity of the surface soil. Since the productive structure of the bamboo showed that the maximum amount of photosynthesis was located in the upper portion of the bamboo in area B, it was considered to be an effective structure in maintaining the high productivity of the bamboo. The allometric relation between $D^2H$ and dry weight of stems(Ws), branches(Wb) and leaves(Wl) of the bamboo in area A were appoximated by log Ws=0.5262 log $D^2H$+1.9546; log Wb=0.6288 log $D^2H$+1.5723; log Wl=0.5181 log $D^2H$+1.8732, and those of the bamboo in area B were approximated by log Ws=0.5433 log $D^2H$+1.8610; log Wb=0.1630 log $D^2H$+2.3475; log Wl=0.4509 log $D^2H$+2.0041. From the above, the standing crops in area A were measured thus: Ws was 1,128. 83kg; Wb, 689.05kg; Wl, 926.69kg and Wl, 2,744.57kg per 10a. In area B, Ws was 1,206. 66kg; Wb, 679.92kg; Wl, 1,112.51kg and Wt, 2.999kg per l0a. Significant differences from the result of t-test were for $D^2H$ Ws, Wl and Wt between areas A and B. But no significant difference was found for Wb. In order to record as completely as possible the microfungal flora of the areas, every possible means was tried, and 158 strains of fungi were isolated, and of these, the microfungi of 55 species were identified. The dominant species were Trichoderma viride, Penicillium janthinellum, P. commune, Aspergillus oryzae, A. niger, A. gigantus, A. fumigatus, Mortierella ramaniana, var. anguliFPora, Mucor hiemalis and Zygorhynchus moelleri. According to the above results, it was revealed that optimum soil, the increases of soil materials, more species of soil microfungi, and the atmospheric temperature during the growth period have made the bamboo flourish and bring more species and larger quantities of vegetation in the bamboo forests. The correlation between the standing crops and environmental factors in the bamboo forest is considered to be a complicated relationship of all the factors, but the stand density is thought to be the most important factor involved.

  • PDF

Metabolism of $C^{14}-1-glucose$ and $C^{14}-6-glucose$ by the Ehrlich Ascites Turner Tissue (에르릿히 복수종양의 $C^{14}-1-$ 포도당 및 $C^{14}-6-$포도당 대사에 관한 연구)

  • Kwon, Chang-Rak
    • The Korean Journal of Physiology
    • /
    • v.1 no.1
    • /
    • pp.33-41
    • /
    • 1967
  • The metabolic patterns of C-1 and C-6-carbon atoms of glucose were observed in the tissue homogenates of the Ehrlich ascites tumor tissue which was incubated for 3 hours in the Dubnuff metabolic shaking incubator. $C^{14}-1-and\;C^{14}-6-glucose$ were used as tracers. The glucose media in which tissue homogenate was incubated was kept at a concentration of 200mg% glucose of carrier and appropriate amount of $C^{14}-1-or\;C^{14}-6-tracer$. At the end of 3 hour incubation, respiratory $CO_2$ samples trapped by alkaline which is placed in the tenter well of incubation flask were analyzed for the total $CO_2$ production rates and their radioactivities. The tissue homogenate samples after incubation were analyzed for their concentrations of glucose, lactate, pyruvate and glycogen and calculations were made on the glucose consumption rate, pyruvate and lactate accumulation rates. The following results were obtained. Data obtained in each group are as follows: 1. In the tissue homogenate, which was incubated with $C^{14}-1-glucose as a substrate, total $CO_2$ production rate averaged $19.0{\pm}5.0{\mu}M/hr/gm$ and the mean specific activity of respiratory $CO_2$ was $840{\pm}296\;cpm/mgC.$ Relative specific activity (RSA) which means the fraction of $CO_2$ derived from medium $C^{14}-1-glucose$ to total $CO_2$ production rate was calculated by ratio of SA of respiratory $CO_2$ and medium $C^{14}-1-glucose.$ RSA was $14.3{\pm}5.0%,$ Accordingly actual $CO_2$ production rate from medium $C^{14}-1-glucose$ showed a mean value of $2.79{\pm}1.35\;{\mu}m$ of which amount was equivalent to the mean value of total glucose consumption rate $(RGDco_2)$, namely, $5.1{\pm}1.3%.$ Lactate and pyruvate appearance rates averaged $7.13{\pm}1.26\;and\;0.21{\pm}0.02{\mu}M/hr/gm,$ respectively. Assuming that these 3 carbon compounds appeared in the medium were derived from glucose, calculations were made that relative glucose disappearance rate into lactate $(RGD_L)$ was $38.0{\pm}5.4%\;and\;RGD_P$ was $1.23{\pm}0.03%.$ Therefore, about 43.3% of the total glucose consumed were accounted for by conversion into the respiratory $CO_2$, lactate and pyruvate. 2. In the second group, which was incubated with $C^{14}-1-glucose$ as a substrate, glucose consumption rate, lactate and pyruvate appearance rates showed almost the same order as the values of the $C^{14}-1-glucose$ substrate group. However, RSA was remarkably decreased showing a mean value of $1.02{\pm}0.13%.$ This fact means that the C-6 carbon of glucose take the minor part in the oxidative metabolism of glucose. The glycogen level in both substrate tissue homogenate showed less than 0.3% of tissue weight. These low value suggested that there was an inhibition of carbohydrate synthesis in the Ehrlich ascites tumor tissue. 3. The catabolic pathway of glucose in the tumor tissue were analyzed on the basis of Bloom's principle from the values of RSA. It was found that in the tumor tissue more than 90% of $CO_2$ derived from glucose were oxidized via the alternate pathway other than principal EMP-TCA cycle such as hexose monophosphate pathway (HMP). From the data described above, it was assumed that in the Ehrlich tumor tissue anaerobic glycolysis proceeds normally although, the oxidation of products of anaerobic glycolysis via the TCA cycle is inhibited resulting in the accumulation of lactate and almost all of oxidative energy from glucose is released by oxidative pathway such as HMP.

  • PDF

Effect of Temperature on the Quality and Storability of Cherry Tomato during Commercial Handling Condition (유통중 온도관리가 방울토마토의 품질과 저장성에 미치는 영향)

  • Islam, Mohammad Zahirul;Kim, Young-Sik;Kang, Ho-Min
    • Journal of Bio-Environment Control
    • /
    • v.21 no.2
    • /
    • pp.88-94
    • /
    • 2012
  • This study was carried out in order to investigate the effect of temperature of treatment and storage on the longevity of 'Unicorn' tomatoes of light red maturity stage during commercial handling conditions encountered while exporting over long distances. Tomato stored at $5^{\circ}C$ and $11^{\circ}C$ temperature with 85% relative humidity by pre-treating handling temperature that was using from field to before shipment as a winter temperature $5^{\circ}C$, spring temperature $11^{\circ}C$ and summer temperature $25^{\circ}C$ for 3 days. On the final storage day, $25^{\circ}C/11^{\circ}C$ (treated/stored) tomatoes showed the highest respiration and ethylene production rate; whereas the lowest respiration and ethylene production rate was found for $5^{\circ}C/5^{\circ}C$ treated and stored tomatoes. Tomatoes treated and stored at $5^{\circ}C/5^{\circ}C$ showed higher marketability, without evidence of fungal rot, decay or spots for 23 days. The fresh weight loss under all treatment conditions increased gradually during $5^{\circ}C$ and $11^{\circ}C$ storage temperatures. The higher firmness and soluble solids were determined from $5^{\circ}C/5^{\circ}C$ and $5^{\circ}C/11^{\circ}C$ treated and stored tomatoes repectively, than from others tomatoes on the final day of storage. In addition, $5^{\circ}C/5^{\circ}C$ tomatoes showed higher vitamin C contents than tomatoes stored at other temperatures, on the final day of storage. As the ripening and storage period progressed, the titratable acidity increased, but declined (P < 0.05) thereafter, due to over ripe tomatoes under all treatment conditions. These results show that $5^{\circ}C/5^{\circ}C$ treated and stored light red maturity stages of 'Unicorn' tomatoes are optimum to export because they show the highest storability and marketability. Moreover, the marketability of light red maturity stage of 'Unicorn' tomato maintained for 2 weeks in $25^{\circ}C/11^{\circ}C$ treated and stored temperature that might be the export temperature from Korea to Japan in summer season. This research result could be useful in helping tomato growers and exporters to get optimum market value by satisfying the buyer and consumer with a fresher product.

Cultural Characteristics and Artificial Cultivation of Edible Mushroom, Clitocybe maxima (흰깔대기버섯의 배양적 특성 및 인공재배에 관한 연구)

  • Kim, M.K.;Kim, D.U.;Kang, H.W.;Seo, G.S.
    • Journal of Practical Agriculture & Fisheries Research
    • /
    • v.20 no.1
    • /
    • pp.35-47
    • /
    • 2018
  • A edible mushroom, Clitocybe maxima (Lentinus giganteusis) commercially cultivated in China and Taiwan. However, the researches of cultivation and cultural characteristics were not reported in Korea. In this study, we conducted on cultural characteristics and artificial cultivation of C. maxima. Six isolates were collected from China(3 isolates, commercial strain), Taiwan(1 isolate, commercial strain) and Korea(2 isolates, wild type). C. maxima and L. giganteus collected in China and Taiwan, respectively, are the same in China and are estimated to be of the same species as cultured characteristics. The mycelial growth of the collected strains was not significantly different in agar medium but it showed the best growth in YPMG in liquid culture. Optimum temperature for mycelial growth and induction of fruit body were 25℃ and 30℃, respectively. In order to artificial cultivation of C. maxima, cultural characteristics and artificial cultivation were carried out using agricultural by-products and forestry by-products materials. Mycelial growth was suitable in rice straw, cottonwood sawdust, corncob and rice seed medium, and it was selected as a cultivation medium. The suitable medium for artificial cultivation of C. maxima was selected to mixed medium 2(compounding ratio(v/v): 55% of hardwood sawdust, 5% of cottonseed pellets, 10% of cottonseed, 15% of beet pulp, 15% of swollen rice husks). It took about 30 days to be able to harvest, it was faster than oyster mushrooms. The cultivation period was about 30days. A isolate, CMA-002 was not initiation to fruit body primordiuma on the used cultivation substrate. Other 5 isolates were initiate and development to fruit body on the substrate used in this study. The strain CMA-003 was initiated to be fruiting body by 8~10 days after induction of fruiting body in all of the substrates. Isolate CMA-003 was generate to a bundle fruit body. Other isolates, however, were form fruit body individually. The CMA-003 strain was likely highly recommendable strains for farming. The optimum conditions for the induction and growth of C. maxima fruit body were 25~30℃, 8 hr illumination per day with white fluorescent lamp, 90~95% relative humidity, and 1,500 ppm of CO2 concentration in a cultivation room.

The Effect of Brand Extension of Private Label on Consumer Attitude - a focus on the moderating effect of the perceived fit difference between parent brands and an extended brand - (PL의 브랜드확장이 소비자태도에 미치는 영향에 관한 연구 : 모브랜드 적합도 인식 차이의 조절효과를 중심으로)

  • Kim, Jong-Keun;Kim, Hyang-Mi;Lee, Jong-Ho
    • Journal of Distribution Research
    • /
    • v.16 no.4
    • /
    • pp.1-27
    • /
    • 2011
  • Introduction: Sales of private labels(PU have been growing m recent years. Globally, PLs have already achieved 20% share, although between 25 and 50% share in most of the European markets(AC. Nielson, 2005). These products are aimed to have comparable quality and prices as national brand(NB) products and have been continuously eroding manufacturer's national brand market share. Stores have also started introducing premium PLs that are of higher-quality and more reasonably priced compared to NBs. Worldwide, many retailers already have a multiple-tier private label architecture. Consumers as a consequence are now able to have a more diverse brand choice in store than ever before. Since premium PLs are priced higher than regular PLs and even, in some cases, above NBs, stores can expect to generate higher profits. Brand extensions and private label have been extensively studied in the marketing field. However, less attention has been paid to the private label extension. Therefore, this research focuses on private label extension using the Multi-Attribute Attitude Model(Fishbein and Ajzen, 1975). Especially there are few studies that consider the hierarchical effect of the PL's two parent brands: store brand and the original PL. We assume that the attitude toward each of the two parent brands affects the attitude towards the extended PL. The influence from each parent brand toward extended PL will vary according to the perceived fit between each parent brand and the extended PL. This research focuses on how these two parent brands act as reference points to one another in the consumers' choice consideration. Specifically we seek to understand how store image and attitude towards original PL affect consumer perceptions of extended premium PL. How consumers perceive extended premium PLs could provide strategic suggestions for retailer managers with specific suggestions on whether it is more effective: to position extended premium PL similarly or dissimilarly to original PL especially on the quality dimension and congruency with store image. There is an extensive body of research on branding and brand extensions (e.g. Aaker and Keller, 1990) and more recently on PLs(e.g. Kumar and Steenkamp, 2007). However there are no studies to date that look at the upgrading and influence of original PLs and attitude towards store on the premium PL extension. This research wishes to make a contribution to this gap using the perceived fit difference between parent brands and extended premium PL as the context. In order to meet the above objectives, we investigate which factors heighten consumers' positive attitude toward premium PL extension. Research Model and Hypotheses: When considering the attitude towards the premium PL extension, we expect four factors to have an influence: attitude towards store; attitude towards original PL; perceived congruity between the store image and the premium PL; perceived similarity between the original PL and the premium PL. We expect that all these factors have an influence on consumer attitude towards premium PL extension. Figure 1 gives the research model and hypotheses. Method: Data were collected by an intercept survey conducted on consumers at discount stores. 403 survey responses were attained (total 59.8% female, across all age ranges). Respondents were asked to respond to a series of Questions measured on 7 point likert-type scales. The survey consisted of Questions that measured: the trust towards store and the original PL; the satisfaction towards store and the original PL; the attitudes towards store, the original PL, and the extended premium PL; the perceived similarity of the original PL and the extended premium PL; the perceived congruity between the store image and the extended premium PL. Product images with specific explanations of the features of premium PL, regular PL and NB we reused as the stimuli for the Question response. We developed scales to measure the research constructs. Cronbach's alphaw as measured each construct with the reliability for all constructs exceeding the .70 standard(Nunnally, 1978). Results: To test the hypotheses, path analysis was conducted using LISREL 8.30. The path analysis for verification of the model produced satisfactory results. The validity index shows acceptable results(${\chi}^2=427.00$(P=0.00), GFI= .90, AGFI= .87, NFI= .91, RMSEA= .062, RMR= .047). With the increasing retailer use of premium PLBs, the intention of this research was to examine how consumers use original PL and store image as reference points as to the attitude towards premium PL extension. Results(see table 1 & 2) show that the attitude of each parent brand (attitudes toward store and original pL) influences the attitude towards extended PL and their perceived fit moderates these influences. Attitude toward the extended PL was influenced by the relative level of perceived fit. Discussion of results and future direction: These results suggest that the future strategy for the PL extension needs to consider that positive parent brand attitude is more strongly associated with the attitude toward PL extensions. Specifically, to improve attitude towards PL extension, building and maintaining positive attitude towards original PL is necessary. Positioning premium PL congruently to store image is also important for positive attitude. In order to improve this research, the following alternatives should also be considered. To improve the research model's predictive power, more diverse products should be included in study. Other attributes of product should also be included such as design, brand name since we only considered trust and satisfaction as factors to build consumer attitudes.

  • PDF