• Journal of Global Scholars of Marketing Science
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• v.18 no.3
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• pp.27-57
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• 2008

Many consumers enjoy the challenge of purchasing a brand that matches well with their own values and personalities (for example, Ko et al., 2008; Ko et al., 2006). Therefore, the personalities of consumers can impact on the final selection of a brand and its brand personality in two ways: first, the consumers may incline to purchase a brand or a product that reflects their own personalities; second, consumers tend to choose a company that has similar brand personalities to those brands that are being promoted. Therefore, the objectives of this study are following: 1. Is there any empirical relationship between a consumer's personality and the personality of a brand that he or she chooses? 2. Can a corporate brand be differentiated by the brand personality? In short, consumers are more likely to hold favorable attitudes towards those brands that match their own personality and will most probably purchase those brands matching well with their personality. For example, Matzler et al. (2006) found that extraversion and openness were positively related to hedonic product value; and that the personality traits directly (openness) and indirectly (extraversion, via hedonic value) influenced brand effects, which in turn droved attitudinal and purchase loyalty. Based on the above discussion, the following hypotheses are proposed: Hypothesis 1: the personality of a consumer is related to the brand personality of a product/corporate that he/she purchases. Kuksov (2007) and Wernerfelt (1990) argued that brands as a symbolic language allowed consumers to communicate their types to each other and postulated that consumers had a certain value of communicating their types to each other. Therefore, how brand meanings are established, and how a firm communicate with consumers about the meanings of the brand are interesting topics for research (for example, Escalas and Bettman, 2005; McCracken, 1989; Moon, 2007). Hence, the following hypothesis is proposed: Hypothesis 2: A corporate brand identity is differentiated by the brand personality. And there are significant differences among companies. A questionnaire was developed for collecting empirical measures of the Big-Five personality traits and brand personality variables. A survey was conducted to the online access panel members through the Internet during December 2007 in Korea. In total, 500 respondents completed the questionnaire, and considered as useable. Personality constructs were measured using the Five-factor Inventory (NEO-FFI) scale and a total of 30 items were actually utilized. Brand personality was measured using the five-dimension scale developed by Aaker (1997). A total of 17 items were actually utilized. The seven-point Likert-type scale was the format of responses, for example, from 1 indicating strongly disagreed to 7 for strongly agreed. The Analysis of Moment Structures (AMOS) was used for an empirical testing of the model, and the Maximum Likelihood Estimation (MLE) was applied to estimate numerical values for the components in the model. To diagnose the presence of distribution problems in the data and to gauge their effects on the parameter estimates, bootstapping method was used. The results of the hypothesis-1 test empirically show that there exit certain causality relationship between a consumer's personality and the brand personality of the consumer's choice. Thus, the consumer's personality has an impact on consumer's final selection of a brand that has a brand personality matches well with their own personalities. In other words, the consumers are inclined to purchase a brand that reflects their own personalities and tend to choose a company that has similar brand personalities to those of the brand being promoted. The results of this study further suggest that certain dimensions of the brand personality cause consumers to have preference to certain (corporate) brands. For example, the conscientiousness, neuroticism, and extraversion of the consumer personality have positively related to a selection of "ruggedness" characteristics of the brand personality. Consumers who possess that personality dimension seek for matching with certain brand personality dimensions. Results of the hypothesis-2 test show that the average "ruggedness" attributes of the brand personality differ significantly among Korean automobile manufacturers. However, the result of ANOVA also indicates that there are no significant differences in the mean values among manufacturers for the "sophistication," "excitement," "competence" and "sincerity" attributes of the corporate brand personality. The tight link between what a firm is and its corporate brand means that there is far less room for marketing communications than there is with products and brands. Consequently, successful corporate brand strategies must position the organization within the boundaries of what is acceptable, while at the same time differentiating the organization from its competitors.

• KOREAN JOURNAL OF CROP SCIENCE
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• v.54 no.4
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• pp.397-406
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• 2009

This study was carried out to investigate the microclimate (photosynthetically active radiation and temperature) response to different shading materials(shade plate, and polyethylene net) on Korean ginseng(Panax ginseng C.A. Meyer) bed. Photosynthetically active radiation(PAR) under polyethylene net was approximately 24 ~ 30% higher than that under shade plate on sunny day. Also, PAR was remarkably decreased from the front to the rear rows of ginseng beds. Temperature under polyethylene net was higher than that of shade plate. Internal temperature under polyethylene net was 1.9 ~ 3.1% higher than that under shade plate at the different rows of ginseng bed. Mean of total daily temperature under polyethylene net was higher at the rear rows than at the front rows, while that under shade plate was higher at the front rows than at the rear row of ginseng bed. Mean of total daily temperature on sunny days(April 15 and May 17) was 7.3% lower under shade plate than above outside but, polyethylene net was 0.7% high, while that on cloudy days(April 11 and May 15) was 1.6% higher under polyethylene net than above outside, but shade plate was 0.7% low. Also, overall mean of total daily temperature under polyethylene net was 7.0, 7.8, and 8.8 % on sunny day(April 15 and May 17), and 1.7, 1.6, and 3.5% on cloudy day(April 11 and May 15) higher than that under shade plate, respectively. The SPAD values of 6 years old ginseng at two point(front, center) in bed under shade plate showed the highest value, and the lowest under polyethylene net. The SPAD of 6 years old ginseng at rear in bed was not statistically significant under two shading materials.

• Science of Emotion and Sensibility
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• v.19 no.3
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• pp.103-120
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• 2016

This study investigated how video playback styles affect viewers' emotional responses to a video and then suggested emotion assessment tool for playback-edited videos. The study involved two in-lab experiments. In the first experiment, observers were asked to express their feelings while watching videos in both original playback and articulated playback simultaneously. By controlling the speed, direction, and continuity, total of twelve playback styles were created. Each of the twelve playback styles were applied to five kinds of original videos that contains happy, anger, sad, relaxed, and neutral emotion. Thirty college students participated and more than 3,800 words were collected. The collected words were comprised of 899 kinds of emotion terms, and these emotion terms were classified into 52 emotion categories. The second experiment was conducted to develop proper emotion assessment tool for playback-edited video. Total of 38 emotion terms, which were extracted from 899 emotion terms, were employed from the first experiment and used as a scales (given in Korean and scored on a 5-point Likert scale) to assess the affective quality of pre-made video materials. The total of eleven pre-made commercial videos which applied different playback styles were collected. The videos were transformed to initial (un-edited) condition, and participants were evaluated pre-made videos by comparing initial condition videos simultaneously. Thirty college students evaluated playback-edited video in the second study. Based on the judgements, four factors were extracted through the factor analysis, and they were labelled "Happy", "Sad", "Reflective" and "Weird (funny and at the same time weird)." Differently from conventional emotion framework, the positivity and negativity of the valence dimension were independently treated, while the arousal aspect was marginally recognized. With four factors from the second experiment, finally emotion assessment tool for playback-edited video was proposed. The practical value and application of emotion assessment tool were also discussed.

• Korean Journal of Poultry Science
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• v.35 no.4
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• pp.351-359
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• 2009

This study was carried out to investigate dietary effects of extracts of Skullcap (Scutellaria baicalensis) (SCE) grown in Korea on growth performance, immune and physiological responses in broiler chickens. Total of seven-hundred fifty 1-d-old Ross male broiler chicks were divided into five groups and fed control diets (antibiotics medicated or non-medicated commercial diets) or each experimental diet (non-medicated diets containing 0.1, 0.3 or 0.5% SCE) for 5 weeks. The body weight gain and feed conversion rate in the groups fed diets containing 0.1% or 0.3% SCE were significantly improved as compared with those of non-medicated control group (P<0.05). The levels of total cholesterol and HDL-cholesterol of blood were not influenced by feeding the SCE. The average antibody titers against NDV and IBV in the groups fed diets containing SCE were significantly increased compare to those of the control groups (P<0.05). The number of coli form bacteria was significantly reduced by feeding 0.3% or 0.5% SCE as compared to that of non-medication control (P<0.05). The results demonstrated that the SCE used in this study modulated humoral immunity and the profiles of cecal microflora and thus can be used as a potential alternative substance to replace antibiotics for feeding broiler chicks.

• Journal of Nutrition and Health
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• v.51 no.4
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• pp.340-356
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• 2018

Purpose: This study was conducted to develop a nutrition quotient (NQ) to assess overall dietary quality and food behaviors of Korean adults. Methods: The NQ was developed in three steps: item generation, item reduction, and validation. Candidate items of the NQ checklist were derived from a systematic literature review, expert in-depth interviews, statistical analyses of the Korea National Health and Nutrition Examination Survey (2010 ~ 2013) data, and national nutrition policies and recommendations. A total of 368 adults (19 ~ 64 years) participated in a one-day dietary record survey and responded to 43 items in the food behavior checklist. Pearson's correlation coefficients between responses to the checklist items and nutritional intake status of the adults were calculated. Item reduction was performed, and 24 items were selected for a nationwide survey. A total of 1,053 nationwide adult subjects completed the checklist questionnaires. Exploratory and confirmatory factor analyses were performed to develop a final NQ model. Results: The 21 checklist items were used as final items for NQ. Checklist items were composed of four factors: nutrition balance (seven items), food diversity (three items), moderation for the amount of food intake (six items), and dietary behavior (five items). The four-factor structure accounted for 41.8% of the total variance. Indicator tests of the NQ model suggested an adequate model fit (GRI = 0.9693, adjusted GFI = 0.9617, RMR = 0.0054, SRMR = 0.0897, p < 0.05), and item loadings were significant for all subscales. Standardized path coefficients were used as weights of the items. The NQ and four-factor scores were calculated according to the obtained weights of the questionnaire items. Conclusion: NQ for adults would be a useful tool for assessing adult dietary quality and food behavior. Further investigations of adult NQ are needed to reflect changes in their food behavior, environment, and prevalence of chronic diseases.

• Clinical and Experimental Pediatrics
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• v.49 no.12
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• pp.1348-1353
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• 2006

Purpose : The reticuloendothelial system is composed of sinusoidal capillaries, through which even large protein molecules are freely movable between plasma and interstitial space, including the lymphatic system. Therefore, high-dose intravenous immunoglobulin (IVIG) would cause a redistribution of proteins between two compartments. To investigate this hypothesis, we measured plasma protein and lipid levels in patients with Kawasaki disease before and after high-dose IVIG treatment. Methods : Thirty four children with Kawasaki disease who had complete responses to high-dose IVIG treatment (1 g/kg/day for two consecutive days), were analyzed. Before and after the administration of IVIG, serum analyses were performed for such parameters as total protein, albumin, ${\gamma}$-globulins (IgG, IgM, IgA), ${\alpha}1-$, ${\alpha}2-$, and ${\beta}-$ globulin fractions, and lipid profiles (total cholesterol, HDL-cholesterol, LDL-cholesterol and triglyceride). Results : The levels of ${\gamma}$-globulins including IgG, IgM, IgA were significantly increased, and IgG was increased by $1,779{\pm}304mg/dL$ after two-dose of IVIG infusion. The levels of albumin, ${\alpha}1-$, ${\alpha}2-$, and ${\beta}$ globulin fractions were significantly decreased by 18 percent, 24 percent, 19 percent and 12 percent, respectively. HDL-cholesterol level was significantly decreased by 20 percent, while LDL-cholesterol and triglyceride levels were significantly increased by 21 percent and 50 percent, respectively. The total cholesterol level was not changed. Conclusion : High-dose IVIG treatment decreased the levels of a variety of proteins except immunoglobulins, and the increase of IgG after IVIG treatment was lower than expected. Our results suggest that a part of infused IVIG and plasma proteins, including etiologic proteins for Kawasaki disease, may be distributed to the extravascular compartments. The rapid improvement of symptoms induced by IVIG in Kawasaki disease might be explained by this mode of action of IVIG.

• Korean Journal of Environmental Biology
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• v.22 no.1
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• pp.101-110
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• 2004

The growth and niche breath of four species, i.e., native plants such as Bidens tripauita and B. bipinnata and naturalized plants such as B. frondosa and B. pilosa var. minor, were studied as related with environmental gradients including light intensity, soil moisture and soil nutrient. There were no significant differences in the phonology within each environmental gradients while considerable differences were found between species; the two naturalized species bloomed and produced fruit later than the two native species. Two naturalized species exhibited relatively higher total dry weight than the two native counterparts within all environmental gradients. Total dry weight showed positive responses to light intensity and soil moisture, and negatively to soil nutrient. The relative contribution of the environmental factors to total dry weight decreased in the order of soil nutrient, soil moisture and light intensity. Both B. bipinnata and B. pilosa var. minor showed significantly higher net assimilation rate (NAR) than other species. Also, NARs of B. bipinnata and B. pilosa var. minor decreased with increasing soil nutrient. Relative growth rate (RGR) decreased in order of B. tripartita, B. bipinnata, B. frondosa and B. pilosa var. minor in response to light intensity. In addition, RGRs of B. bipinnata and B. piEosa yay. minor increased in response to soil moisture, while those of B. pilosa var. minor and B. tripartita decreased with increment of soil nutrient. No significant fluctuations of shoot/root ratio were not observed in three species, but a native species, B. tripartita showed n decreased shoot/root ratio in response to soil nutrient. Comparing the growth characteristics of the species, B. pitosa var. minor and 3. tripartita revealed vigorous growth on barren soil. On the other hand, B. frondosa exhibited vigorous growth on fertile soil. Morphologically, B. tripartita adapted to light and required considerable moisture. On the contrary, the leaves of B. bipinnata did not change considerably in their area, although it preferred habitat with abundant light. In terms of niche breadth, B. bipinnata showed the widest ranges of 0.875 and 0.845 for light intensity and soil moisture gradients, respectively. B. pilosa var. minor showed a value of 0.933 for soil nutrient gradient. B. tripartita showed narrow ranges for the three environmental factors, whereas B. frondosa showed wide values for light intensity and soil nutrient, but relatively narrow value for soil moisture.

• Asia pacific journal of information systems
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• v.21 no.1
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• pp.1-27
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• 2011

In an attempt to cope with widespread, dynamic, and accelerating changes in both internal and external business environments, companies often utilize information technologies such as SCM(Supply Chain Management). To date, SCM research has mainly focused on the effects of dynamic factors on SCM success and emphasized adoption strategies and critical success factors. Consequently, the effects of more static factors such as interdependency between SCM partners have been largely ignored. The purpose of this study, therefore, is to examine the effects of both dynamic and static factors on SCM performance by controlling for information quality and partnership quality. The five factors examined in this study include innovative ness, mutual dependency, quality of information, partnership quality, and SCM performance. All factors were examined from the perspective of part suppliers, except the mutual dependency which was examined from two aspects: supplier's dependency on customer and customer's dependency on supplier. Data was collected through five hundred survey questionnaires distributed to the part supplier companies that have implemented SCM systems for at least one year. As a result, a total of 170 valid responses were obtained. A structural equation research model was fitted using SAS 9.1.3 and SMART-PLS 2.0. The results of this study can be summarized as follows. First, innovativeness positively affected SCM information quality. SCM partnership quality, and ultimately SCM performance. The path coefficient between innovativeness and information quality was 0.387, with a t-value of 3.528. Innovativeness also had a positively direct effect on partnership quality. The path coefficient was 0.351 with a t-value of 3.366. The total effect of innovativeness on partnership quality was significant, although its indirect effect on partnership quality by altering information quality was negligible. The total indirect effect of innovativeness on SCM performance by affecting information quality and partnership quality was significant with a p-value of 0.014. Innovativeness played an important role in determining SCM performance. Second, mutual dependency showed no significant effect on SCM information quality. This result contradicts the earlier assertion that the more dependent two companies are, the more accurate and timely the information they exchange ought to be. This study showed that this may not be the case; a partner may provide information of poor quality even when it is strongly dependent on the other. Mutual dependency showed significant effect on partnership quality. However, when the mutual dependency perceived by suppliers was divided into two parts, one being a supplier's dependency on its customer company and the other being a customer's dependency on the supplier, the latter showed a significant impact on the perceived SCM partnership quality. This result indicates that a customer company can hardly improve the partnership quality perceived by suppliers by making them more dependent. It improves only when the suppliers perceive that their partners, typically having more bargaining power, are more dependent on them. The overall effect of mutual dependency of any kind on SCM performance, however, was not significant. Although mutual dependency has been mentioned as an important static factor influencing almost every aspect of cooperation on a supply chain, its influences may not be as significant as it was initially perceived to be. Third, the correlation between information quality and partnership quality was 0.448 with a p-value of less than 0.001. Information quality had a path coefficient of 0.256 to partnership quality with a t-value of 2.940. The quality of information exchanged between partners may have an impact on their partnership quality. Fourth, information quality also had a significant impact on SCM performance with a path coefficient of 0.325 with a t-value of 3.611. In this study, SCM performance was divided into four categories: product quality, cost saving, service quality, and order fulfillment. Information quality has Significant impacts on product quality, cost saving and service quality, but not on order fulfillment. Fifth, partnership quality, as expected, had a significant impact on SCM performance. The path coefficient was 0.403 with a t-value of 3.539. Partnership quality, like information quality, had positive impacts on product quality, cost saving and service quality, but showed no impact on order fulfillment. It seemed that order fulfillment is the hardest category of performance that SCM can satisfy. One major limitation of this study is that it surveyed only the suppliers. To better understand the dual aspects of SCM, it is important to survey both suppliers and the assemblers, especially in pairs. This research, to our best knowledge, was the first attempt to study the level of dependency between the two groups by measuring the dual aspects of SCM and studying mutual dependency from the categories of suppliers and assemblers each.. In the future, a more comprehensive and precise measurement of SCM characteristics needs to be achieved by examining from both the supplier's and assembler's perspectives.

• Journal of Embryo Transfer
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• v.20 no.3
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• pp.317-322
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• 2005

This study was conducted to improve the efficiency of embryo recovery and to establish the protocols of superovulation in Holstein cows. Sixteen Holstein cows were used the test the efficacy of three superovulation regimens using Folltropin. In the case of regimen 1, CIDR plus with E2 capsule was inserted in cows at the random stage of estrous cycle and the total of 400 mg Folltropin V was adminstered twice a day for 4 days(Folltropin V group). In regimen 2, CIDR was inserted and 3.0 mg estradiol benzoate was administered i.m. next day and the total of 400 mg Folltropin was adminstered twice a day for 4 days(Folltropin V+EB group). For regimen 3, CIDR insertion was same as in the regimen 2 and the total of 400 mg Folltropin diluted with $10\%$ PEG 8,000 was administered once(Folttropin V+PEG 8,000 group). In all the regimens, CIDR were removed on 12th day and 45 mg dinoprost was administered i.m. simultaneously. The heat detected donors were administered 200 ug LH-RH and inseminated twice with 2 straws of frozen semen 12 hours apart. Embryo were collected using Foley catherter in each uterine homs on 6${\~}$8 days after inseminations. The evaluation of collected embryos were according to the IETS manual. The CL responses according to the superovulation treatments were 5.8, 20.6, 24.0 in the Folltropin V, Folltropin+EB and Folltropin V+PE 8,000 groups, respectively and there were significant different among the treatments(p<0.01). Transferable embyos collected were 3.6$\pm$2.4, 3.3$\pm$l.8 and 2.8$\pm$2.3, in the Folltropin V, Folltropin+EB and Folltropin V+PE 8,000 groups, respectively. Degenerated and unfertilized embryos in regimen 2 and 3 than regimen 1. These results indicates that superovulation treatments with both multiple injections and a single injection using PEG of Folltropin combined with CIDR insertion at the random stage of estrus cycle can be used to produce Holstein embryos.

• Journal of Nutrition and Health
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• v.50 no.2
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• pp.142-157
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• 2017

Purpose: The purpose of this study was to develop a nutrition quotient for adolescents (NQ-A) to assess overall dietary quality and food behavior of Korean adolescents. Methods: Development of the NQ-A was undertaken in three steps: item generation, item reduction, and validation. Candidate items of the NQ-A checklist were selected based on literature reviews, results of the fifth Korea National Health and Nutrition Examination Survey data, dietary guidelines for Korean adolescents, expert in-depth interviews, and national nutrition policies and recommendations. A total of 213 middle and high school students participated in a one-day dietary record survey and responded to 41 items in the food behavior checklist. Pearson's correlation coefficients between the responses to the checklist items along with nutritional status of the adolescents were calculated. Item reduction was performed, and 24 items were selected for the nation-wide survey. A total of 1,547 adolescents from 17 cities completed the checklist questionnaire. Exploratory factor and confirmatory factor analyses were performed to develop a final NQ-A model. Results: Nineteen items were finalized as the checklist items for the NQ-A. Checklist items were composed of five factors (balance, diversity, moderation, environment, and practice). The five-factor structure accounted for 47.2% of the total variance. Standardized path coefficients were used as weights of the items. The NQ-A and five-factor scores were calculated based on the obtained weights of the questionnaire items. Conclusion: Nutrition Quotient for adolescents (NQ-A) would be a useful instrument for evaluating dietary quality and food behavior of Korean adolescents. Further research on NQ-A is needed to reflect changes in adolescent's food behavior and environment.