• 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.

• KSBB Journal
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• v.22 no.1
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• pp.22-29
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• 2007

The water-soluble materials extracted from fruit bodies and mycelium of H. erinaceum were prepared. In-vitro anticancer activities on cancer cells and In-vivo proliferation effect on mouse peritoneal exudate cell and spleen cell of samples were investigated. Also, nitric oxide (NO) generation of peritoneal exudate cell, IL-2 production capacity of spleen cells and phagocytic activity of peritoneal macrophages were examined. The water extracts of H. erinaceum suppressed the proliferation of cancer cell (HeLa, Raw264.7, Jurkat, KATO3, EL4, LyD9) with concentration-dependent. The water extract from fruit body showed better suppression effect than that from mycelium in most of cancer cells used. The anticancer effect of water extract of fruits body in the range of 0.01 and 10 mg/ml for Raw 264.7 and EL4 cell lines were the same as the Taxol with one thousandth equivalent of fruit body concentration. Water extracts of fruit body and liquid-cultured products of H. erinaceum induced nitric oxide (NO) generation of peritoneal exudate cell and increased NO generation by stimulus of lipopolysaccharide. Water extracts alone did not induce the proliferation and IL-2 production capacity of spleen cells. However, spleen's proliferation and IL-2 production were induced significantly by the addition of lipopolysaccharide and Con A (concanavalin A) or Con A alone, and the effectiveness of mycelium extract with water were more active than those from fruit body.

• Journal of Food Hygiene and Safety
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• v.20 no.3
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• pp.134-140
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• 2005

Boiling point and distillation range, melting range, and identification methods in general test method of Korea, Japan, Joint FAO/WHO Expert Committee of Food Additives (JECFA), and USA on chemical food additives were compared. Boiling point of propylene glycol was indicated as boiling point in Korea, distillate in Japan, distillation range in JECFA and USA, and its value was up to the standard. Distillation range of propionic acid was indicated as distillate in Korea and Japan, distillation range in JECFA and USA, and its value was up to the standard. There is no standard on distillation range of isopropyl alcohol in Japanese method. Test method of melting range on synthetic food additives was identical in all organizations, and there are 28 items to which this test method applies in Korean Food Additives Code. The standards on molting range of D-mannitol were different in various organizations, and in USA method there are no standards to which L-ascorbic acid, calciferol, and fumaric acid apply. Synthetic food additives performing the identification test were 251 items in Korean Food Additives Code, but there are no items to which manganese, glycerophosphate, bromate, thiosulfate, and bromide apply. Calcium benzoate was dissolved by heating in benzoate test and we could not identify the citrate in ferric citrate by method (2) of Korea and Japan. Identification test methods for ammonium, lactate, magnesium, copper, sulfate, phosphate, and zinc were identical in all organizations, and these could be identifed by current identification methods.

• Korean journal of food and cookery science
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• v.26 no.1
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• pp.62-71
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• 2010

The followings describes the result of making doenjang with added licorice (Glycyrrhiza uralensis) powder. and investigating its sensory characteristics and physicochemical quality. General preference was high at 20% salinity and 2% licorice (LD204), and 16% salinity and 2% licorice (LD162). The moisture content was unchanged in the control group, while it was reduced in LD204 and LD162 in the first week of fermentation, but showed little change after then. pHs were all in the range 5.90~5.97 on day 0, but decreased from 5.90 to 5.72 in the control group in the fifth week. LD204 changed from 5.95 on day 0to 5.42 in the first week, and then it gradually increased again and became 5.93 in the fifth week, which was similar to that of day 0. LD162 was 5.97 on day 0 and showed cyclic slight increases and decreases in the first week. It increased to 6.32 in the fifth week, which was higher than that of day 0 that is, its pH was higher than that of LD204. The acidity showed a difference right after it was made. In the control group, lactic acid content gradually increased from 0.16% on day 0 to the highest, 0.59%, in the fourth week. It slightly decreased in the fifth week. LD204 slowly increased from 0.25% on day 0 to a maximum, 0.50%, in the fourth week. It also slightly decreased in the fifth week, quite similarly to that of the control group. LD162, gradually increased from 0.22% on day 0 to the highest, 0.49, in the third week, and decreased after the fourth week. Salinity was 29.5%, 22.0%, and 18% in each of the control group, LD204, and LD162 on day 0 but increased to 34.0%, 29.0%, and 26.0% in the fifth week. Soluble solid was $32^{\circ}Brix$, $28^{\circ}Brix$, and $26^{\circ}Brix$ in each of the control group, LD204, and LD162 on day 0, but slightly increased to $40^{\circ}Brix$, $32^{\circ}Brix$, and $30^{\circ}Brix$ on the fifth day. It is thought that because of the sweetness of licorice, the higher-salinity doenjang earned a higher sensory test score than that of traditional doenjang. If its salinity is lowered a little, it could be used as a sauce, even possibly having medical effects as well.

• Journal of Animal Science and Technology
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• v.45 no.4
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• pp.577-584
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• 2003

Three dietary treatments were compared over two years to determine the effects of dietary protein levels and feeding patterns on velvet production in red deer (Cervus elaphus). The LL group received a 13% protein diet whereas the HH group received a 19% protein diet. The LH group switched from the low to high protein diet at the time of antler casting. Significant relationships were found between velvet production and the girth and length of main beam (p<0.01), daily growth rate of velvet (p<0.01), body weight at cutting time (p<0.05 in 1998 and p<0.01 in 1999), date of casting (p<0.01), and body weight and velvet production of the previous year (p<0.05 in 1998 and p<0.01 in 1999). Different levels of protein in diets in this study did not show statistically significant different effects in general. The girth of velvet, summed for top, middle and bottom of the main beam, tended to be thickest in HH for two years and thinnest in LL for 1998 and in LH for 1999. The main beam tended to be longest in HH at 46.3cm in 1998 and 45.2cm in 1999 and shortest in LH at 39.9cm in 1998 and 41.5cm in 1999. Velvet fresh weight tended to be highest in HH at 2,600$\pm$1,000g in 1998 and 3,038$\pm$867g in 1999 and lowest in LH at 2,287$\pm$826g in 1998 and 2,739$\pm$1,079g in 1999. Daily growth rate of velvet antler tended to be greatest in HH (43$\pm$16g/day in 1998 and 51$\pm$14g/day in 1999) and least in LH (38$\pm$15g/day in 1998 and 45$\pm$18g/day in 1999).

• Journal of the Korea Academia-Industrial cooperation Society
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• v.19 no.1
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• pp.537-545
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• 2018

In this study, transcriptome analysis was conducted to collect various information from Fagopyrum esculentum and Fagopyrum tataricum during the early germination stage. Total RNA was extracted from the seeds and at 12, 24, and 36 hrs after germination of Jeju native Fagopyrum esculentum and Fagopyrum tataricum and sequenced using the Illumina Hiseq 2000 platform. Raw data analysis was conducted using the Dynamic Trim and Lengths ORT programs in the SolexaQA package, and assembly and annotation were performed. Based on RNA-seq raw data, we obtained 16.5 Gb and 16.2 Gb of transcriptome data corresponding to about 84.2% and 81.5% of raw data, respectively. De novo assembly and annotation revealed 43,494 representative transcripts corresponding to 47.5Mb. Among them, 23,165 sequences were shown to have similar sequences with annotation DB. Moreover, Gene Ontology (GO) analysis of buckwheat representative transcripts confirmed that the gene is involved in metabolic processes (49.49%) of biological processes, as well as cell function (46.12%) in metabolic process, and catalytic activity (80.43%) in molecular function In the case of gibberellin receptor GID1C, which is related to germination of seeds, the expression levels increased with time after germination in both F. esculentum and F. tataricum. The expression levels of gibberellin 20-oxidase 1 were increased within 12 hrs of gemination in F. esculentum but continuously until 36 hrs in F. tataricum. This buckwheat transcriptome profile analysis of the early germination stage will help to identify the mechanism causing functional and morphological differences between species.

• Journal of Nutrition and Health
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• v.43 no.6
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• pp.620-627
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• 2010

The study purpose was to investigate correlations among dietary habits score, life stress score and health-related quality of life (HRQL) score for female college students with functional constipation (FC). The data were collected in 2008 from 265 female college students: 86 with FC and 179 without FC. The diagnosis of FC was based on the Rome II criteria, and life stress and HRQL were assessed using self-administered life stress questionnaire and SF-36, respectively. The correlations among dietary habit score, life stress score, and HRQL score were evaluated. The averages of age, height, weight, body fat percentage and body mass index (BMI) of female college students were 20.8 years, 160.9 cm, 53.7 kg, 27.8%, and $20.7\;kg/m^2$, respectively. The average dietary habit score of "having meals with diverse foods" was significantly lower in the FC group than in the normal group (p < 0.05). The average faculty problem (p < 0.05), grade problem (p < 0.05), economy problem (p < 0.05), value problem (p < 0.05), and total stress (p < 0.01) scores of the FC group were significantly higher than those of the normal group. The average HRQL score was 70.4 in the FC group and 74.3 in the normal group (p < 0.05). There were significantly negative correlations between total stress score and total food habits score (r = -0.221; p < 0.01) and HRQL score (r = -0.539; p < 0.01) in the FC. These results suggest that female students with FC are highly perceptive to stress and have low HRQL. In addition, female students with FC may require nutritional education about eating diversity.

• Journal of the Korean Institute of Traditional Landscape Architecture
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• v.35 no.3
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• pp.76-93
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• 2017

This thesis recapitulates the current status of Nujeongs(樓亭) by the Han River(漢江) from the late Joseon dynasty, and to contemplate the possible options regarding their restoration. The book Yeon-gang-jeong-sa-gi(沿江亭?記) written by Eom Gyeong-su(嚴慶遂) in 1716 was selected as an object of study. After Hanyang was selected to be the capital of Joseon, Han River was considered to be the greatest venue to visit to take some time off and enjoy the view. The nobleman of the Joseon dynasty built Nujeongs around the riverside and enjoyed boating inthe current status of Nujeongs(樓亭) Han River. Eom Gyeong-su, after traveling on a boat to personally collect information, combined such information with preexisting information to create a well-organized and thorough list of the 29 Nujeongs built by the riverbank, which can be found in his book Yeon-gang-jeong-sa-gi. It is probable that a closer look into Yeon-gang-jeong-sa-gi will reveal more information regarding the general atmosphere of the era, which focused on the history and culture of Han River, and will also enable a more thorough research involving the Han River Nujeongs. The Nujeongs listed in Yeon-gang-jeong-sa-gi were analyzed in this paper. Based on the explanations found in Yeon-gang-jeong-sa-gi, the locations of the 29 Nujeongs were checked and reconfirmed, and the origins and the meanings behind their names were analyzed. In addition, the history of the Nujeongs were recapitulated with information gained from the basis of the fact that Yeon-gang-jeong-sa-gi was written in 1716, The origin of each Nujeongs were revisited, and the history of their change and demise were analyzed. Lastly, the sceneries around each Nujeongs were analyzed based on the poetries that were written and read in the respective Nujeongs, and the general taste for the arts in the era was analyzed. Some Nujeongs remain in the form of paintings, enabling us to take a closer look at the institutions and other aspects of the era. The analysis of Yeon-gang-jeong-sa-gi by this paper has revealed the location of some Han River Nujeongs that were unknown previously. Also, the revelation of some history regarding certain Nujeongs that were unknown previously has created an opportunity for the reinterpretation of the spaces surrounding Han River, and also the opportunity for a new story. Han River has lost most of its old self due to repeated exploitation. However, there are some areas where traces of the original form remains and that may be restored, and some areas may be relocated and restored based on existing paintings. Yeon-gang-jeong-sa-gi in particular may provide us with numerous possible options to reinvigorate and restructure the riverside with a more modern interpretation, especially in relation to the Han River cruise ship, as it is a book written after traveling Han River on a boat.

• Korean Journal of Fisheries and Aquatic Sciences
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• v.19 no.5
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• pp.485-492
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• 1986

This study was designed to compare the inhibitory effects of algae components such as alginic acid and chlorella extract with the red ginseng saponin and garlic components such as alliin and scordinin on obesity. These components supplemented to basic diet were fed ad libitum to Sprague Dawley rats for 4 weeks, and the inhibitory effects on obesity were evaluated by measuring body weight gain and feed efficiency, the contents of glucose and cholesterol in serum, lipase activity in serum, lipid contents in liver and adipose tissue around epididymis and ovarium, and Lee index, etc. Among the inhibitory effects of these components on obesity, Na-alginate($71\%$) was the most effective (p<0.01), and the others were effective (p<0.001) in the order of scordinin ($76\%$) = chlorella ($76\%$)> alliin ($86\%$) for body weight gain, but Na-alginate ($68\%$) was the most effective, followed by alliin ($79\%$) for feed efficiency (p<0.001). In the inhibitory effects on lipid accumultion in liver and adipose tissue, Na-alginate ($84\%$) among these components was the most effective (p<0.001) in liver, but Na-alginate ($54\%$) was the most effective (p<0.001), followed by alliin ($64\%$), and followed by scordinin ($66\%$) in adipose tissues around epididymis and ovarium (p<0.001). The inhibitory effect on obesity evaluated by Lee index was observed in Na-alginate ($91\%$) only (0.001). The decreasing effects of lipid content in liver by these components were effective in the order of alliin ($40\%$)> saponin ($58\%$)> Na-alginate($62\%$)> chlorella ($64\%$)> scordinin ($74\%$) (p<0.001). G lucose contents in serum were significantly decreased in cases of Na-alginate ($67\%$), saponin ($73\%$), scordinin ($74\%$) and alliin ($83\%$), and cholesterol contents in serum were significantly decreased in cases of Na-alginate ($82\%$), chlorella ($86\%$) and saponin ($89\%$) (p<0.001). The increasing effect of lipase activity in serum was effective in cases of Na-alginate ($109\%$) and saponin ($104\%$), while garlic components such as alliin and scordinin, and chlorella were decreased. It is proved that the inhibitory effect of alginic acid which is the major component of brown algae on obesity was more effective than those of ginseng and garlic components such as saponin, alliin and scordinin.

• Journal of the Korean Society of Marine Environment & Safety
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• v.18 no.5
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• pp.398-405
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• 2012

PAHs(Polycyclic Aromatic Hydrocarbons) in coastal area and estuary adjacent to urban area and industrial activities region are mainly introduced into marine environment via atmosphere and river. This study which is evaluated the distribution characteristics of PAHs discharge from rivers and sewage disposal water which flowing into Ulsan bay, and were carried out in Jun of dry season and in Auguest of wet season, 2008. The water samples from eight main rivers and Youngyeon WWTP(Wastewater Treatment Plant) flowed into Ulsan bay were taken for analysis of dissolved PAHs. The range and mean values of dissolved PAHs concentrations showed 10.30 to 87.88 ng/L, its mean 36.94 ng/L in dry season and 10.30 to 69.57 ng/L, its mean 24.37 ng/L in wet season. The distribution of dissolved PAHs showd the high concentrations in the Gungcheoncheon which is flowed from urban and industrial area. The ranges and means values of the loading fluxes were estimated with 0.04 to 8.27 g/day, its mean 2.05 g/day in dry season, and 0.03 to 4.77 g/day, its mean 1.61 g/day, in wet season. The loading flux showed the highest value in Taewha river due to the high flow rate and the urban activity. The composition patterns of dissolved PAHs compound showed most of the trend occupying low molecuar weight PAHs than high molecular weight PAHs. These results were due to physical and chemical characteristics of PAHs compound, and were similar to those of other studies. The concentrations of dissolved PAHs in this study are lower than those of other studies, and the level of PAHs pollution appeared to be not serious in reverine waters of Ulsan coast.