• Journal of Distribution Science
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• v.9 no.1
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• pp.5-15
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• 2011

Research regarding corporate associations in marketing has generally been approached using the association theory. However, limited research investigates the effect of corporate associations on consumer loyalty to individual brands by examining the role of self connectedness with a corporate image. The activation of behavior-related constructs can influence individuals' behaviors without their intention or conscious awareness. A recently developed body of research suggests that self connection can play an important role in affecting subsequent behaviors. Although these effects have received considerable attention, the set of mechanisms involved in self connectedness and loyalty to individual brands is not clear. An active self account in which associative constructs can affect behavior by temporarily altering the active self-concept may lead to behavior or evaluation. If the exposure to a corporate brand can induce consumers' cognitive associations and goal-primed effects through the role of active self accounting, the connectedness between the consumer's self and the corporate brand could be developed and this connectedness could be explained by associative and connection models and the goal priming theory. Therefore, this study investigates the influence of corporate associations on loyalty to individual brands through connections between the corporate and the consumer's self. There are three main purposes of the research. First, theories regarding corporate associations will be explored. Second, theories of self-concept will be investigated and self connectedness with corporate brands will be explored. Third, the effects of the connectedness between the self and the corporation on corporate identification and loyalty to individual brands will be investigated. For the purposes of this research, the types of corporate associations are classified into corporate ability (CA) associations and corporate social responsibility (CSR) associations. Furthermore, the connectedness between the consumer's self and the corporate image are divided into two concepts: the connectedness between the individual self-concept and the corporate identity and the connectedness between social self-concept and the corporate identity. This study suggests the hypotheses that the types of consumer self connections with the corporate image could vary according to the types of corporate associations created and further that the connectedness between the corporate association and the consumer's self-concept have positive effects on loyalty to corporate individual brands. The results of testing these hypotheses are as follows. First, corporate ability associations enhance the connectedness between the consumer's individual self and corporate brands. That is, corporate ability associations influence individual connectedness between the corporate and individual self-concept positively from the viewpoint of the consumer's personal ability and branding success. In addition, corporate social responsibility associations have a positive effect on social connectedness between the corporation and the consumer's social self-concept. Second, the connectedness between the corporate brand and the consumer's self-concept affects identification with the corporation. The consumer's personal self and social self connectedness induces corporate identification. Third, individual self connectedness has a positive effect on loyalty to corporate individual brands, while social self connectedness does not. This also means that individual self connectedness with the corporate image or brand plays a more important role in forming individual brand loyalty than social self connectedness with the corporate does. In addition, social connectedness cannot influence individual brand loyalty until it passes through identification with the corporate. Fourth, consumers who experience identification with a corporate identity also show positive responses to corporate individual brands. That is, consumers also develop loyalties toward individual brands through the corporate identification because self-pursued goals that are induced by corporate associations can be achieved by consuming the individual brands that are sold by the corporate that the consumers identify with.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.11 no.7
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• pp.2358-2370
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• 2010

This research aims to empirically analyze the factors that affect the success of technology marketing by Korean universities. The total of 207 universities which successfully made technology transfers from 2006 to 2008 was examined to test the nine hypotheses. For the purpose of testing the hypotheses, technology infrastructure (research costs and the number of SCIE papers), the compensation system for the patents (application and registration), the number of patents (application and registration), TLO staff (the number of people in charge of technology transfer and the job experience in industries), the compensation system for technology transfers (researchers and contributors), and attitudes of university management and industries were analyzed with structural equation methods to figure out their effects on the revenues of technology transfer. The results of this research are summarized as follows. First, technology infrastructures of universities were found to have positive effects on securing patents. As the university research costs in the field of science and technology are increases, the research capabilities are enhanced and this a larger number of researchers are conducted. Second, this research shows that compensation systems for patent application and registration in universities have motivated researchers to take out patents for the outputs of their research. Third, the number of patents universities possess was found to have a positive effect on technology transfer. An increase in the number of patents universities possess implies an increase in the diversity and excellence of the target technologies for transfer. Fourth, the number of patents universities possess turned out to have a positive effect on TLO staff. The number of experts in charge of technology transfer including technology dealers, valuation analysis and patent attorneys should be increased as target technologies for transfer increase according to the increase of patents possessed. Because the technologies are transferee from universities to businesses, businesses (job) experience of TLO staff in industries are also important. This research is meaningful because it has identified the factors affecting the results of technology transfer by employing structural equation methods. In particular, an official governmental survey data for the academic-industrial cooperation were analyzed systematically in terms of technology infrastructure, compensation systems related to patents, the number of patents, TLO staff, compensation systems for technology transfer, and attitudes of university management and industries. All these facts might could differentiate this study from the previous studies.

• Journal of Venture Innovation
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• v.6 no.3
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• pp.21-42
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• 2023

The purpose of this study is to examine the structural relationships of empowerment, continuous learning activities, and collaboration in the effects of person-organization fit and person-job fit on task performance among employees of early-stage startups with less than 7 years of experience that have an agile organizational culture. To achieve this purpose, we developed a research model and established hypotheses based on theoretical review and the results of prior research. Data were collected from employees working in startups with less than 7 years of experience that have an agile organizational culture, and a total of 204 responses were utilized for the final analysis. Before hypothesis testing, we examined the characteristics of the sample, conducted confirmatory factor analysis to assess measurement model fit, tested convergent and discriminant validity and analyzed reliability. After confirming the goodness of fit of the structural equation model, it tested the hypotheses, including mediating effects, based on the results of the structural equation model analysis. The results show that person-organization fit has a significant positive effect on empowerment, continuous learning activities, and collaboration. Similarly, person-job fit was found to have a significant positive effect on empowerment, continuous learning activities, and collaboration. However, it was found that empowerment did not have a statistically significant effect on task performance, while continuous learning activities had a significant and negative effect on task performance. Finally, collaboration was found to have a significant positive effect on task performance, and the mediation analysis results indicated that collaboration had a mediating effect on the relationship between person-job fit and task performance. Based on the findings of this study, it discussed the significance of the study and theoretical and practical implications. It also discussed limitations of the research and suggested directions for future research.

• Culinary science and hospitality research
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• v.22 no.3
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• pp.121-138
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• 2016

This study is intended to present effective career guidance and direction by identifying the various factors involved in the career preparation behavior for the improvement of the employment rate of culinary and foodservice management major field students. This study was established on the hypothesis of a structural relationship that career decision-making self-efficacy develops career maturity and career preparation behavior on the basis of social cognitive career theory, which was verified through empirical analysis. Out of 450 survey responses from by Culinary and Foodservice Management Major Students, a total of 302 questionnaires were used for the final analysis due to missing values and biased responses(response rate: 83.6%). Collected data were identified using SPSS 16.0 and AMOS 5.0. A higher-order factor model was employed (High-order model) before a confirmatory factor analysis, and this study examined its reliability and validity analysis for hypothesis testing. Career decision-making self-efficacy had positive effects on career maturity(t=6.86, p<0.001) and career preparation behavior(t=3.83, p<0.001), and career maturity had positive effects on career preparation behavior (t=2.79, p<0.01). As a result, all hypotheses were accepted. These results confirmed that strengthening students' faith in themselves with competencies is core competencies with career-related issue can be the driving force that can enable students to develop into mature professionals. Therefore, this study suggests an awareness of the importance of career decision-making self efficacy and proposes a need for a systematic and integrated career counseling program that can improve it.

• Culinary science and hospitality research
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• v.22 no.3
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• pp.224-239
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• 2016

The purpose of this study is to understand the influence of customer-based brand equity(CBBE) on brand trust, customer satisfaction, and repurchase intention in the stock farm products brand, Hoengsung hanwoo. Based on a total of 301 samples obtained from empirical research, this study reviewed the reliability and fitness of the research model and verified a total of 5 hypotheses using the AMOS program. The hypothesized relationships in the model were tested simultaneously by using a structural equation model(SEM). The proposed model provided an adequate fit of the data, ${\chi}^2=635.175$(p<0.001), df=233, CMIN/DF=2.726, GFI=0.863, NFI=0.859, CFI=0.903, TLI=0.885, RMSEA=0.068. The model's fit, as indicated by these indexes, was deemed satisfactory, thus providing a good basis for testing the hypothesized paths. The SEM showed that the sublevels of CBBE of stock farm product brand such as perceived product quality(${\beta}=.562$) and brand image(${\beta}=.377$) had a positive significant influence on brand trust. In addition, brand trust had a positive significant influence on customer satisfaction(${\beta}=.525$) and repurchase intention(${\beta}=.669$). This study confirms that a firm brand management works as a significant factor in forming brand trust, and, as a result, has a positive impact on its consumer's satisfaction and repurchase intention. Through the studys' results, it is study proposed that there is a needs for establishing effective marketing strategies to improve of regional economies.

• Journal of the Korea Society of Computer and Information
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• v.18 no.9
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• pp.201-208
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• 2013

The purpose of this paper is to study the effects of the competitiveness of intermediate goods and enterprise's core competency on customer value and enterprise performance. And it is the first time to investigate the intermediate product competitiveness with the variable of interest to recent corporate values and corporate customers with business performance by exploring their relationships. Intermediate products, which the competitiveness of products that target structure is introduced for the first time, and the relationships between intermediate goods competitive and product reliability, intermediate goods competitive and product innovation are studied in this paper. Further research on integral, modular, valuable, durability, by measuring parameters such as product innovation and product reliability are also conducted. Eight hypotheses are introduced for statistical hypothesis testing. Employees and typical intermediate products in electronic companies in China and South Korea are investigated. SPSS and AMOS models are applied to perform the statistical analysis. Analysis of the proposed models is fit to an acceptable level. Research results and limitations are discussed, and useful conclusions are drawn.

• Journal of Digital Convergence
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• v.11 no.12
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• pp.169-183
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• 2013

As the issue of selling wine online has been raised in an attempt to implement FTA programs in a more effective way, wine will be available online in the near future in Korea. Thus, this study aimed at identifying key factors which will contribute to reduce various kinds of risks perceived by online customers, and investigating the structural relationships between those factors and perceived risks. Site quality of online wine shop(information quality, system quality), trust in online wine shop were selected as key predictors of perceived risks and research model was established using those factors. Data were collected from those who have experienced in using online wine store, and the research model was tested using valid data. Results of testing research hypotheses using data from survey respondents showed that information and system quality exerted an impact on trust in online wine shop. It was proven that information and system quality posited an impact on time risk whereas they was not related to performance and psychological risk. In addition, trust in online wine shop was shown to be related to time risk, performance risk, and psychological risk.

• Culinary science and hospitality research
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• v.21 no.3
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• pp.212-231
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• 2015

This study aims to understand the relationships between antecedents (recognition, empowerment, fair rewards, procedural justice(PJ), perceived organizational support(POS) and consequence(turnover intention(TI) of job engagement in a super deluxe hotel's F&B departments. Based on a total of 402 useful samples obtained for the empirical research, this study reviewed reliability and fitness of the research model and verified total 6 hypotheses with through the use of the AMOS statistical program. The hypothesized relationships in the model were tested simultaneously by using a structural equation model(SEM). The proposed model provided an adequate fit to the data, ${\chi}^2=668.894$(p<.001), df=373, CMIN/DF=1.794, GFI=.901, AGFI=.877, NFI=.928, CFI=.967, RMSEA=.044. The model's fit, as indicated by these indexes, was deemed satisfactory, and thus provided a good basis for testing the hypothesized paths. The results show that recognition, empowerment, fair rewards, PJ, and POS had a positive significant influence on job engagement. In addition, job engagement had a negative significant influence on TI. Through this it was confirmed that an optimized organization(working) environment reduced employees' turnover intention by increasing their job engagement level. Therefore, it is suggested that F&B departments at super deluxe hotels design various internal marketing programs from the perspective of efficient human resource management. Implications and limitations, as well as future research directions are also discussed.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.8 no.1
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• pp.29-36
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• 2013

So many researchers have been interested in key success factors of technological start-ups. However, previous studies have not focussed on Concreteness of technological capabilities at the growth stages and industry in technological start-ups. The purpose of this study is to investigate the Concreteness of technological capabilities that have influence on performance of technological start-ups. Empirical data was collected from 342 firms in BI in Korea. It used the questionnaire method for the CEO, It is executed the Regression analysis to test hypotheses of influencing effects. Results of the hypothesis testing are summarized as follows: First, It was found that technological capabilities had statistically significant influence on firm performance. But the property based resources had lower significant influence. Second, This research found that the knowledge based resources had higher significant influence on technological start-ups performance at IT industry. Third, The knowledge based resources had higher significant influence on performance at growth stages. In conclusion, technological capabilities were verified as important firm resources of technology-based start-ups for firm performance. But the Concreteness of technological capabilities was significant differences by growth-stage of firms.

• Science of Emotion and Sensibility
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• v.23 no.3
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• pp.47-62
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• 2020

The snake detection theory posits that, due to competition with snakes, the primate visual system has been evolved to detect camouflaged snakes. Specifically, one of its hypotheses states that the subcortical visual pathway mainly consisting of koniocellular cells enables humans to automatically detect the threat of snakes without consuming mental resources. Here we tested the hypothesis by comparing human participants' responses to snakes with those to fearful faces and flowers. Participants viewed either original images or converted ones, which lacked the differences in color, luminance, contrast, and spatial frequency energies between categories. While participants in Experiment 1 produced valence and arousal ratings to each image, those in Experiment 2 detected target images in the breaking continuous flash suppression (bCFS) paradigm. As a result, visual factors influenced the responses to snakes most strongly. After minimizing visual differences, snakes were rated as being less negative and less arousing, and detected more slowly from suppression. In contrast, the images of the other categories were less affected by image conversion. In particular, fearful faces were rated as greater threats and detected more quickly than other categories. In addition, for snakes, changes in arousal ratings and those in bCFS response times were negatively correlated: Those snake images, the arousal ratings of which decreased, produced increased detection latency. These findings suggest that the influence of snakes on human responses to threat is limited relative to fearful faces, and that detection responses in bCFS share common processing mechanisms with conscious ratings. In conclusion, the current study calls into question the assumption that snake detection in humans is a product of unconscious subcortical visual processing.