• Asia Marketing Journal
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• v.16 no.1
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• pp.101-116
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• 2014

In the year 2013, Warren Buffett was named one of the most influential people of the year by TIME magazine. When people are exposed to such news, they show strong interest in who the influential people are and how those people became so successful. Likewise, people show strong attachment to other prominent figures as well. This social phenomenon indicates that people perceive well-known persona like business leaders, TV stars or sports stars etc. as human brands of intangible assets. As the role of these human brands is becoming more important, people tend to develop stronger attachment toward them. Another notable modern social phenomenon is people's pursuit of life-satisfaction and social well-being. People desire to increase their quality of life by having quality time with family and friends, and also by building attachment towards celebrities, sports stars, and so on. The main objective of this study is to examine how attachment toward human brands affects quality of life. While existing studies on human brands examined antecedents of attachment, e.g., some needs fulfillment such as A-R-C needs (autonomy, relatedness and competence needs) fulfillment, this study focuses on the outcome variables of attachment, e.g., how attachment toward human brands affects stress relief and life satisfaction through self-efficacy. Based on previous research, we divided human brands into two types: heroes and celebrities. Heroes are defined as people who have considerable and lasting importance on both societal and individual levels, and celebrities are defined as people who are well-known but have little or no short-term impact on society and individual levels. This study focuses on how attachment toward each type of human brands, celebrities and heroes, affects the quality of life or well-being. This study focuses on three important outcome variables; stress relief, life satisfaction, and self-efficacy, (three variables) which have been recently gaining importance, especially in the domain of positive psychology. Major findings from the present study show that although celebrities draw attachment from people by providing fun and entertainment or providing stress relief, they have weak influences on the wellbeing or efficacy of individuals at a deeper level. In contrast, attachment toward heroes helps people live better by providing meaning and positively influencing life satisfaction through self-efficacy (Frankl 1997). These results are consistent with the main tenet of 'positive psychology' which seeks "to find and nurture genius and talent and to make normal life more fulfilling" (Seligman and Csikszentmihalyi 2000). Considering the fact that certain celebrities are perceived as heroes to some, we can conclude that celebrities can become heroes if they provide meaning and value to the lives of people. This study contributes to the research stream of human brands since the most current leading research (e.g., Thomson 2006) indicated the need to look at the resulting effect of attachment on life satisfaction through self-efficacy. Another important contribution is that we empirically documented the different effects of celebrities and heroes. As expected, this study shows that heroes more deeply influence the lives of individuals in the long term while celebrities do so rather shallowly in the short term. The issues of the influence of heroes on the individuals' lives need to be further investigated in relation with the perspective of positive psychology.

• Asia Marketing Journal
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• v.10 no.4
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• pp.1-33
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• 2009

This research investigates the effect of brand-self identification on brand attachment and brand commitment focusing on luxury brand. Another purpose of this study is to examine how the relationships among brand identification, brand attachment and brand committment are moderated by consumers' regulatory focus. Structural Equation Modeling using 214 questionnaires was conducted to test hypothesized model. The results reveal that perceived luxury brand personality including excitement, competence, and sophistication influences brand-self identification positively, which in turn has a signifiant positive effect on the brand attachment. It is also found that consumers' emotional attachment to luxury brands has a positive influence on the luxury brand commitment while the effect of the brand-self identification on the brand commitment is not signifiant. This finding strongly supports that brand attachment and brand commitment are distinct construct, which confirms the results of the previous studies. In addition, the results show that consumers-luxury brands relationships are moderated by consumers' regulatory focus. This finding explains that prevention-focused individuals who have interdependent self-view respond to the loss caused by relationship break more sensitively compared to the promotion-focused consumers. Finally, based on the findings of this study, theoretical contribution and managerial implications are discussed.

• Health Policy and Management
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• v.14 no.1
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• pp.65-88
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• 2004

In general, empowerment is defined as the motivational concept of autonomy and self-efficacy. Recently, the concept of empowerment is applied to improve organizational staff's job satisfaction and organizational commitment in many organizations. Empower-ment in service organizations, i.e., hospitals, has certainly generated more publicity than any other organizations. The objectives of this study are, first, to measure the degree of hospital employees' empowerment using Spreitzer(1995)'s empowerment theory, second, to analyze the causal relationship of organizational and job characteristics, a degree of empowerment, and organizational performance(job satisfaction and organizational commitment), and third, to offer the strategy for the improvement of job satisfaction and organizational commitment. Spreitzer insists that the empowerment is composed of 4 dimensions(meaning, competence, self-determination, and impact). And he argues that various work-related characteristics is a direct cause of empowerment and the indirect cause of job satisfaction and organizational commitment, mediated by the empowerment latent variable. In order to perform this study, data were collected by self-administered questionnaires from hospital employees working in administrative department of 3 university hospitals in Inchon and Kyunggi-Do region. The number of cases is 181(response rate; 86%). The Collected data were analyzed with SPSS Ver. 10.0 and AMOSV Ver. 4.0. First, to test validity of variables, the factor analysis was used. Second, to test reliability, Cronbach's alpha coefficients was calculated. Cronbach's alpha of empowerment variable is 0.8323 showing that there's no problem in regard to the internal consistency. Also the Cronbach's alpha of other variables are 0.8301 of the degree of perceived control, 0.6705 of job characteristics, O.8787 of compensation, 0.9254 of job satisfaction, and 0.8389 of organizational commitment, respectively. Among the questions of job characteristics, two survey questions are deleted due to lowering the reliability. Third, to test multicollinearity and correlation of variables, the correlation analysis was performed. There was no problem of multicollinearity. Finally structural equation modelling (SEM) analysis was conducted to find the causal relationship of organizational and job Characteristics, empowerment, job satisfaction and organizational commitment. The 16 variables are included for the SEM analysis. The major results of this study are as follows: First, in the case of model fitness, the condition of x$^2$ statistic(92.187) is not fully satisfied, but the indices of GFI(0.912), AGFI(0.863), NFI(0.917) and CFI(0.928) are partially satisfied, which needs to upper 0.90. Second, in the result of hypotheses testing, all hypotheses are accepted and have a positive effect in 95% or 99% confidence interval(P<0.05 or P<0.001) except the effect of compensation variable on empowerment(P=0.082). Third, in regard to the direct, indirect, and total effect of variables, the direct effect of perceived control, task characteristics, and compensation on job satisfaction are 0.728, 2.264, 0.328 and on organizational commitment are 0.094, 1.411, 0.418, respectively. Also the indirect effect of perceived control, task characteristics, and compensation on job satisfaction are 0.311, 0.196, 0.028 and on organizational commitment are 0.210, 0.132, 0.019, respectively. Thus, these findings imply that various work-related factors are direct effect of empowerment and indirect effect of result variables, job satisfaction and organizational commitment. Also These results showed that the workplace empowerment is significant mediating factor of employee's job satisfaction and organizational commitment.

• Journal of the Korea Convergence Society
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• v.8 no.10
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• pp.135-145
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• 2017

The purpose of the study is to investigate the converging factors influencing communication competence, nursing service quality and satisfaction, A self-reported questionnaire was filled out from August 1 to October 15, 2016 and the study subjects were 193 patients and 184 nurses. The IBM SPSS version 23.0 statistics program was used for analysis of the collected data. Significant factors influencing patients' perception of nursing service satisfaction were occupation, the nurse's communication skills, and nursing service quality, with a total explanatory power of 78.5%. Significant factors influencing nurses' perception of nursing service satisfaction were age, the nurse's communication skills, and nursing service quality, with a total explanatory power of 70.6%. The results of this study will be helpful in individual treatment for satisfaction of nursing service. To improve nursing service satisfaction, educational programs need to be developed that can enhance continuous communication skills and nursing service quality.

• The Korean Journal of Elementary Counseling
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• v.11 no.3
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• pp.351-369
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• 2012

The purpose of this study is to examine the psychometric properties of the Korean Children's Rejection Sensitivity Questionnaire (K-CRSQ). In order to investigate the reliability and validity of the K-CRSQ, the data were collected from 286 elementary students. The results are as follow : Internal consistency and test -retest reliability of the K-CRSQ were .83~.89, .72~.79, respectively. To test the convergent and discriminant validity, participants were separated into two samples and administered the K-CRSQ and ten validity indices. The correlation of K-CRSQ and validity indices scores suggested that the convergent and discriminant validity are high. High rejection sensitivity group revealed high score on intentional attribution, depression, anxiety, and aggression. In contrast, low rejection sensitivity group revealed high score on self-esteem, perceived competence, and social support. The results were compared with previous studies and the implication and limitation were discussed.

• Journal of Korean Physical Therapy Science
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• v.21 no.1
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• pp.1-12
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• 2014

Purpose : This study aims to provide fundamental information for increasing a physical therapist's empowerment and suggesting effective ways to incorporate humor into the physical therapist's organizations by investigating a level of perceived sense of humor and empowerment, as well as examining the relationship between them. Method : This study was conducted in the country's 9 general hospitals, 11 rehabilitation hospitals, 20 clinics. The data of general characteristics, sense of humor, and empowerment were collected from 1 August 2012 to 25 August 2012. A total of 300 clinical instructors were distributed and collected. The call response rate was 94.7%(n=284). The collected data were analyzed by spss/pc + 12.0 Result : 1. The mean score of the physical therapist's sense of humor was $56.53{\pm}05.58$ out of 84 and each of the sub-dimensions were scored in order of emotional expressiveness, liking of humor and metamessage sensitivity. 2. The mean score of the physical therapist's empowerment was $56.67{\pm}12.72$ out of 84 and each of the sub-dimensions scored in order of meaning, competence, self-determination and impact. 3. There was no significant difference between the sense of humor and the empowerment(r=0.093, p=0.118). 4. There were no significant difference in sense of humor. 5. There were significant differences in the levels of the empowerment by sex, marriage, workers satisfaction, age, attainment in scholarship, workplace, and duration of work. Conclusion : Although there was no significant difference between the sense of humor and the empowerment. the sub-dimension of human preference was significant.

• The Journal of the Korea Contents Association
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• v.15 no.2
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• pp.455-465
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• 2015

This study aims to provide basic data for hospital organizational management by analyzing perception of organizational culture of general hospital employees and its effect on organizational trust activities. A total of 437 employees from the 5 general hospitals in G city were surveyed with anonymous self-administered questionnaires and the result was analyzed by t-test, analysis of variance, Pearson correlation analysis, and multiple regression analysis. As a result, there were differences in the perception of organizational trust culture depending on sex, age, education, and income. The perception of organizational trust culture had a significantly positive correlation with organizational trust activities. The factors such as consideration, social responsibility, morality, and competence had a significantly positive effect on organizational trust activities. This study would help to improve the organizational trust that is perceived by hospital employees by improving organizational trust culture with policy and institutional support.

• Perspectives in Nursing Science
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• v.8 no.2
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• pp.97-104
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• 2011

Purpose: This study seeks to assess the educational needs pertaining to staff competency for alcohol prevention services in the workplace. Methods: The subjects were staff in charge of alcohol prevention services in four organizations. A questionnaire was modified pursuant to the IC & RC (International Certification & Reciprocity Consortium) Certified Prevention Specialist role delineation. The questionnaire consisted of five domains with 27 items. Data were collected via the self-administered questionnaire from October to November of 2009. 400 questionnaires were mailed and 144(36.0%) were returned. The collected data were analyzed using the Borich's needs assessment model and with SPSS/WIN 15.0. Results: Overall mean scores for the importance levels of competency ratings were 3.79, while the performance levels of the competency were 2.13 and Borich's need results were 6.32. Public Health and Mental Health Center showed the highest degree of educational needs in terms of education & program development (p=.022). Conclusion: The perceived importance levels pertaining to staff competency for alcohol prevention services in the workplace were higher than those of the current performance levels. Staff working for alcohol prevention services in the workplace showed a different level of educational need as regards these competency levels according to service providers. To promote the effectiveness of alcohol prevention services in the workplace, the development of an educational program to meet the needs of the service providers is necessary.

• Asia Marketing Journal
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• v.12 no.1
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• pp.51-79
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• 2010

This study is based on recent advances in celebrity traits and self-determination researches to address how consumers develop the strong attachment to a "star brand," and the effect of consumer's attachment to star brand on evaluation of product brand sponsored by the star. We use the consumers' need satisfaction and star traits as major causal factors that influence consumer's attachment to a star brand. Specifically this article uses autonomy need, relatedness need, competence need as the dimensions of need satisfaction and expertness, trustworthiness, likeability, and similarity as the key star traits. The purpose of this study is to investigate the influence of these factors on the consumer's attachment to star brand and how consumer's evaluation of product brand sponsored by star is moderated by the fitness level of between the image of star brand and the image of sponsored product brand. To collect the data, survey was taken in a University located in Incheon. Collected data are analysed using SPSS 15.0 and AMOS 7.0. The results show that when the star brand is perceived as more trustworthy and likeable, and satisfies autonomy need and relatedness need, the consumer is more likely to become strongly attached to him or her. The hypothesis that consumer's attachment to star brand will have the positive influence on the evaluation of product brand sponsored by star is supported. And hypothesis that consumer's attitude to a sponsored product brand is moderated by the fitness level of between the image of star brand and the image of sponsored product brand is also supported. The empirical results imply that star brand to which consumers are attached may have the significant positive impact on the consumers' evaluation process of endorsed product brand and purchase behavior, and that marketers should consider need dimensions which target consumers want to satisfy and the fitness level of between the image of star brand being considered as endorser and the image of product brand.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.22 no.3
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• pp.339-351
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• 2021

This study was designed to classify the parents' and their children's perception of contact frequency and to examine differences between career development competency and academic outcomes according to perceptional differences. Data of elementary school to high school students from the School Career Education Survey (2018) were used, and latent profile analysis (LPA) was utilized to explore the parents' and their children's perception of contact frequency. The perception of parents' and their children's contact frequency was classified into six groups in elementary and middle school and seven groups in high school. Career development competency (self-understanding and social competence, job understanding, career exploration, and career design and reparation) and academic outcomes (autonomous learning, motivation, and self-directed learning) of classified groups related to contact frequency significantly differed. In general, groups who reported a higher perception of contact frequency by children than parents showed higher vocational identity and better academic outcomes. This result implies that perceived contact frequency between parents and children can differ by school level, and its differences can be related to career development competency and academic outcomes of adolescents.