• Journal of the Korea Fashion and Costume Design Association
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• v.14 no.4
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• pp.43-61
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• 2012

This research aims to examine the impact of store personality and service quality on the customers' intention of revisiting the department store and their intention of recommendation to others. The participants were women in their 20s to 50s with experiences of purchasing apparel from major department stores. A total of 324 survey responses were used for the final analysis. The data were analyzed using factors analysis, reliability analysis, and multiple regression analysis with PASW 18.0. The results were as follows. First, the department store personality was composed of 3 factors; prestige, passion, sincerity. Service quality factors were defined as tangibility, responsiveness, and empathy. Second, the three dimensions of brand personality-prestige, passion and sincerity turned out to be influential factors affecting the customers' revisiting intention and recommendation intention. Also, tangibility and responsiveness of service quality factors had a significant influence on their revisiting intention, whereas tangibility, responsiveness and empathy factors had a significant influence on their recommendation intention. Third, the sub-dimensions of store personality and service quality had a different influence on the customers' revisiting intention and recommendation intention according to the department store brand.

• Journal of Daesoon Thought and the Religions of East Asia
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• v.2 no.1
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• pp.13-29
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• 2022

Daesoon philosophy has been described as a quintessential Korean philosophy. Given the great difference between traditional Western and East Asian ways of thinking, how can such a quintessential Korean philosophy be explained to people who have no background in traditional East Asian thought? After all, the Daeson Jinrihoe way of approaching such core problems as how to make this world a better place is not only very different from the way the West has traditionally approached such problems, Daesoon Jinrihoe uses terminology which most Westerners are not very familiar with. Translation into Western languages such as English helps, but a conceptual gap remains because of the differences in the way key Daesoon Jinrihoe terms are understood in the West. As a first step toward overcoming that gap, I discuss three key teachings of Daesoon philosophy and how their translations into English need to be amplified so that people in the West who are not well versed in East Asian philosophy can gain a more accurate understanding of what those terms and phrases mean in their original language. The three items discussed here are the tenet "virtuous concordance of yin and yang," the Essential Attitude of sincerity, and the precept "do not deceive yourself."

• Journal of Distribution Science
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• v.21 no.4
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• pp.35-45
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• 2023

Purpose: The study's objective was to examine the impact of brand personality dimensions on consumer behavior for laptop purchases in Nepal. Research Materials and Methods: The study included descriptive and explanatory research designs. A structured questionnaire with a purposive sampling method was employed to gather the necessary information for the study. The survey data were analyzed using a quantitative approach. The study used descriptive statistics to characterize the response conditions. Correlation analysis was used to investigate the relationship between brand personality dimensions and consumer behavior. Regression path analysis was employed to identify the effect of brand personality dimensions and consumer behavior. Results: The result of regression path analysis showed that the three dimensions - competency, ruggedness, and sophistication, have a significant effect on consumer behavior, and the two dimensions- sincerity and excitement do not have a substantial impact on consumer behavior in laptop buying in Nepal. Conclusions and Implications: Such findings can serve as pioneering empirical evidence and provide a framework for marketers and future studies in various scenarios. The study's findings can help marketing managers in handling information management. Manufacturers, wholesalers, and retailers can also use the results in formulating marketing strategies, and marketers need to be aware of such considerations for influencing consumer behavior.

• The Journal of the Korea Contents Association
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• v.11 no.10
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• pp.416-424
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• 2011

This study aimed to look into the Korean food consumption behavior, satisfaction, and loyalty between segmented groups through Korean food market segmentation in accordance with brand personality. A survey was conducted to the Japanese residing in Korea and also Japanese tourists in Korea. For the statistic analysis, frequency analysis, factor analysis, anova, $x^2$ and cluster analysis were conducted with Hangul SPSSWIN 19.0. The results of an empirical analysis include the following. First, the brand personality of Korean food was deduced into the following five levels: sincerity, ruggedness, competence, sophistication, and excitement. As a result of stereotyping based on the above, it was classified into three groups involving an excitement pursuing group (18.7%), a sophistication pursuing group (59.7%), and a competence sincerity pursuing group (21.6%). Second, it was found that there was a significant difference in the demographic characteristics and Korean food consumption behavior between segmented groups. Third, there was a significant difference also in satisfaction with and loyalty to Korean food between segmented groups. Specifically, competence and sincerity pursuing groups were discovered to exhibit the highest satisfaction and loyalty when compared with any other of the groups. Accordingly, it would be necessary to conduct a Korean food marketing strategy appropriate for each segmented group.

• The Journal of the Korea Contents Association
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• v.22 no.9
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• pp.544-560
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• 2022

In order to verify the effect of job-esteem attitude on the empowerment of social service workers on service orientation, this study conducted a questionnaire survey on manpower providing local autonomous social service investment projects in Chungcheongbuk-do through analyzing 329 copies of data. The main research results show that, work performance relationship and personal work orientation have a significant effect on job esteem among the sub-factors of empowerment, it was found that the work environment control had a significant effect on all of the service-oriented sub-factors (trust-oriented, sincerity-oriented, and type-oriented). In addition, personal work-oriented empowerment was found to have a significant effect on sincerity-oriented and type-oriented among the service-oriented sub-factors, and it was confirmed that the empowerment of social service workers had a positive effect on service orientation through employee appreciation as a medium. It was confirmed that job-esteem, which is a mediator, affects sincerity and type orientation, which are sub-variables of service orientation. In order to improve the service orientation of social service workers, it is necessary to develop a manual for a clear understanding of their work and to provide continuous and practical maintenance education so workers can develop their own abilities.

• The Journal of the Korea Contents Association
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• v.18 no.3
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• pp.568-577
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• 2018

This study investigated the typicality of the leading brand in a specific product category through comparison of personality evaluation. Measuring scales for brand personality was also used to measure the product category's personality which consumers expected generally. By pre-test, an instant coffee category was selected for product category. In the instant coffee category, three brands-'kanu', 'looka', and 'supremo'-were analyzed for this study. As a result, it was found that the leading brand, kanu had the typicality for the instant coffee category. Kanu had the same dimensions of brand personality, which were sincerity, competence, success, and sophistication, as the instant coffee product category had. Comparatively, looka had just three personalities -competence, sincerity, and sophistication-which were similar to personalities in the product category. And, supremo had only two personalities-sophistication and competence-which were similar to personalities in the instant coffee category.

• Journal of Korea Society of Industrial Information Systems
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• v.17 no.3
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• pp.83-94
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• 2012

This study was designed to identify and develop the measurement items of symbolic image (personality) of most preferred Korean companies in adaptation of prior research of brand personality. From the common factor analysis, factors were extracted to five dimensions: Sincerity, Competence, Affection, Excitement, and Sophistication. In this survey, we collected data from the 558 respondents and performed a structural equation model using AMOS 16.0. The result of the confirmatory factor analysis indicated that the measurement model of Korean corporate symbolic image could be effectively used to envision the personality of Korean companies with similar context of brand personality research. Furthermore, this empirical study showed interesting results. One of unique Korean emotions, affection factor, was derived from this research as well and it is also proven that the Korean-corporate symbolic image could be used to measure the corporate personality and it should be continuously reinterpreted with deviation of socio-cultural changes rather than adhering to standardized paradigm.

• The Journal of the Korea Contents Association
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• v.10 no.5
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• pp.360-369
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• 2010

Recently various types of college with different schooling years, different methods of providing education service and so forth, appeared whereas students as their customers also have various traits. This study aims to verify the brand personality congruity difference among college types as well as analyse the effect of congruity on trust, satisfaction, and loyalty. The study undertakes the following researches with five brand personality scale(BPS) which presented in the previous research. First research was rather exploratory to clarify the difference in the personality congruity between college-student according to different types of college. As result, 4-year university was highly congruent in competence, sophistication, and ruggedness, while 2-year college was highly congruent in sincerity and cyber university was high in excitement. The second part of the research analysed the effects of personality congruity on trust, satisfaction, and brand loyalty. Results support that brand personality congruity significantly affects trust, satisfaction, and brand loyalty.

• Journal of Korea Society of Digital Industry and Information Management
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• v.13 no.3
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• pp.133-147
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• 2017

This study aims to investigate the effect of personality traits (Big5) of local government officials on job exhaustion. First, we examine the correlation between personal characteristics of individual employees and self-efficacy and the correlation between factors of civil servants' personality characteristics and job stress. Also, it was confirmed whether self-efficacy had a significant effect on job exhaustion and whether job stress had a significant effect on job exhaustion. In order to empirically study this research model, we held a survey based on the employees of Gangnam-gu, Seoul. The main results of this study are as follows : First, it was confirmed that sincerity among personality characteristics affects positive self-efficacy and neuroticism affects negative self-efficacy. However, it was confirmed that extroversion, affinity, and openness were not correlated with self-efficacy. Second, neuroticism has a positive influence on job stress and openness has a negative effect on job stress. However, there was no correlation between extroversion, affinity, sincerity and job stress. Third, the relationship between self-efficacy and job exhaustion turned out to give a negative effect. Finally, job stress was positively influenced by job exhaustion. Therefore, it is necessary to apply the study on personality characteristics (Big5), job stress, and job exhaustion, which have been studied based on service industries, to local government officials. The purpose of this study is to suggest job training for enhancing personality traits that can help reduce the job burden of local government officials.

• Fashion & Textile Research Journal
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• v.12 no.5
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• pp.657-666
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• 2010

As the beauty industry has strong intangible attributes unlike the other service industry, the provision of service quality capable of fulfilling customer's desire and customer's satisfaction activity due to this are important. The purpose of this research is to provide marketing materials capable of maximizing consumer's satisfaction as a study on assessment of service quality according to a character type of customers by beauty shop type with the target of customers using a beauty shop. The sub-dimension of a personality type of beauty shop's customers is five factors, which were named neurose, sincerity, extroversion, openness and affinity, and the sub-dimension of service quality is five factors, which were named specialty, responsiveness, empathy, tangibility and reliability. It could be known that the service quality according to the character type of customers by beauty shop has influence on all of tangibility, reliability, expertise, responsiveness and empathy factors. Accordingly, this research would be utilized as good material for service improvement that can divide service quality by beauty shop and maximize satisfaction of consumers. Based on the above research results, marketing implications are that the customized promotional management according to the character type of customers by beauty shop is necessary and the granular management manual according to customer's differentiation by beauty shop is necessary. The effect that a personality type of customers by beauty shop has on the empathy factor among service quality factors shows a significant difference in neurose and openness factors in case of beauty salons, and shows a significant difference in sincerity and openness factors in case of skin care salons.