Earticle

본 연구는 치유농업프로그램이 기능적 이미지와 감정적 이미지를 매개하여 만족도에 미치는 영향에 대하여 파악 하고자 치유농업프로그램 유형의 하위변수를 원예치유, 가축동물치유, 음식치유, 숲치유로 구분하여 분석하였다. 전국에 거주하는 치유농업프로그램 체험자들로부터 수집한 설문지 328부를 실증분석에 사용하였다. SPSS v22.0과 프로세스매 크로 v3.4을 사용하여 매개변수 간 인과관계가 없는 병렬다중매개모형을 기반으로 분석하였다. 분석결과 첫째, 치유농 업프로그램 유형 중 원예치유를 제외한 가축동물치유, 음식치유, 숲치유는 기능적 이미지에 정(+)의 유의한 영향을 미치 는 것으로 나타났다. 둘째, 치유농업프로그램 유형 모두가 감정적 이미지에 정(+)의 유의한 영향을 미치는 것으로 나타 났다. 셋째, 기능적 이미지와 감정적 이미지 모두 만족도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 넷째, 치유 농업프로그램 유형 중 음식치유가 만족도에 미치는 영향은 유의하지 않았으나 나머지는 모두 유의한 영향을 미쳤다. 다섯째, 기능적 이미지는 치유농업프로그램 모두와 만족도 간을 매개하는 것으로 나타났다. 여섯째, 감정적 이미지는 치유농업프로그램 유형 모두와 만족도 간을 매개하는 것으로 나타났다. 본 연구결과는 프로그램 유형별로 만족도를 제 고하기 위한 학술적, 실무적 시사점을 제공하였으며, 후속 연구로는 본 연구의 매개변수 외에 다양한 의미있는 매개변수 의 발굴 연구 또는 조건부과정 모형을 통한 조절된 매개분석이 필요할 것으로 보인다.

This study analyzed the effects of healing agriculture program types on program satisfaction by using functional image and emotional image of the program as mediators for the participants of healing agriculture program. The sub-variables of the healing agriculture program were classified into horticultural healing, animal healing, food healing, and forest healing. 328 questionnaires collected from the participants of healing agriculture program in the whole country were used for empirical analysis, which used SPSS v22.0 and PROCESS macro v3.4 to analyze the parallel multiple mediation model. First, Among the types of healing agriculture programs, animal healing, food healing, and forest healing had a positive (+) effect on functional image. Second, all types of healing agriculture program had a positive (+) effect on emotional image. Third, both functional and emotional images had a significant positive effect on satisfaction. Fourth, among the types of healing agriculture program, horticultural healing, animal healing, and forest healing had a significant effect on satisfaction, while food healing did not maintain the significant effect on satisfaction. Fifth, functional image mediated between healing agriculture program and satisfaction. Sixth, emotional image mediated between healing agriculture program type and satisfaction. In the next study, it is necessary to study for the adjustment of mediators other than the mediators introduced in this study or the controlled mediated analysis through the conditional process model in which the moderator variable is introduced.

본 연구는 다양한 분야에서 관심을 가지는 재미에 관한 문헌을 검토하여 광고에서의 재미의 의미를 파악하고, 재미유발광고가 브랜드 자산 형성에 어떠한 영향을 미치는지를 실증적으로 검토하고자 하였다. 구체적으로 실제 사용되고 있는 방송광고와 허구의 인쇄광고를 이용하여 실험을 하였다. 브랜드 자산형성과정에서 인과구조가 어떻게 형성되어 있는 지를 구조적으로 검토하였다. 분석결과를 살펴보면, 첫째, 정서적 및 인지적 재미유발을 높게 지각한 소비자들은 브랜드 인지가 높아지는 것으로 나타났다. 둘째, 방송광고에서 브랜드 인지와 상징적 이미지와의 관계를 제외하고는 브랜드 인지와 브랜드 이미지(기능적 이미지 및 상징적 이미지)와의 관계는 유의적인 것으로 나타났다. 셋째, 브랜드 이미지(기능적 이미지 및 상징적 이미지)와 브랜드 신뢰와의 관계도 유의적인 것으로 나타났다. 마지막으로 이와 같은 연구결과가 가지는 의미와 시사점을 논의하였다.

ased on theoretical background about fun advertising, we built empirical framework, hypothesis and investigated the causal relationship among fun advertising and brand equity. Two types of Fun ads(emotional fun vs cognitive fun) were used for testing hypothesis. After the exposure to real TV advertisement and fictitious Print advertisement the objects answered questionaires. Next we analyzed data. Based on the experiment result in TV and print ads, it was found that emotional and cognitive fun were positively related to brand awareness and brand awareness was positively related to both brand image(functional and symbolic image) and both brand image were positively to brand trust. However, in TV ads, brand awareness was not related to symbolic brand image. The relationship of fun to brand awareness was stronger in print ads than TV ads. Also the relationship of brand image to brand trust was stronger in functional image than symbolic image at TV and print ad. Finally theoretical and managerial implications were discussed.

The purpose of this study was to provide basic guidelines for the differentiation strategy of functional facilities according to the recent growth of the hotel culture. It was confirmed that the characteristics of various functional facilities contribute to the image formation and customers’ loyalty of the hotel. A wide variety of variables have been examined in the past literature. As a result, functional facilities were embodied as banquet and convention, shopping and duty free shop, casino and amusement facility, swimming pool and fitness center, shuttle bus and parking lot. A total of 246 samples were obtained from customers and potential customers who have recently used the hotel. The SPSS 25.0 and AMOS 22.0 were used to test the suitability of the sample, reliability and validity of the scale, and hypothesis test. The findings were as follows. First, the factors related to the cognitive perception of customers in the image formation of the hotel were found to be mainly caused by banquet and convention, swimming pool and fitness center, shuttle bus and parking lot. Second, the attractiveness of the swimming pool and fitness center was found to be significant in the emotional image of the customer about the hotel. Moreover, much research has been conducted on the emotional response of customer so importance of swimming pool and fitness facilities was explained when the emotional image response to the hotel. Lastly, building hotel image through functional facilities had a significant effect on customer loyalty, of which emotional image was significant. This study differed from previous studies since it has evaluated the importance of each facility in terms of building hotel image through functional facilities. However, major limitation of the study was not distinguished by hotels’ grade or operating characteristics and tourists’ segments.

브랜드사랑은 특정 브랜드에 만족한 소비자가 브랜드에 대해 가지는 열정적 감정의 애착 정도로써, 소비자의 바람직한 소비행동 변화를 설명하고 예측하게 하는 새로운 마케팅 개념이다. 브랜드사랑은 최근 들어 심도있는 연구가 이루어지고 있지만, 아직까지 국내에서는 많은 연구가 이루어지지 않았다. 하지만 브랜드와 소비자의 감성적 관계의 중요성이 높아지고 있기에 앞으로 마케팅 분야에서 많은 연구가 이루어질 것으로 보인다. 본 연구는 자아-브랜드 이미지 일치성과 기능적 일치성이 브랜드사랑, 브랜드태도와 소비자 행동에 미치는 영향에 관해 실증적 분석을 하였는데, 자아-브랜드 이미지 일치성은 실제적 자아일치성, 이상적 자아일치성, 사회적 자아일치성으로 구분하여 살펴보았다. 연구결과는 다음과 같다. 첫째, 사회적 자아일치성은 브랜드사랑에 긍정적인 영향을 미치는 것으로 나타났다. 그러나 실제적 자아일치성, 이상적 자아일치성은 브랜드사랑에 유의하지 않은 결과가 나타났다. 둘째, 기능적 일치성은 브랜드사랑에 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 이상적 자아일치성은 브랜드태도에 긍정적인 영향을 미치는 것으로 나타났다. 그러나 실제적 자아일치성, 사회적 자아일치성은 브랜드태도에 유의하지 않은 결과가 나타났다. 넷째, 기능적 일치성은 브랜드태도에 긍정적인 영향을 미치는 것으로 나타났다. 다섯째, 브랜드사랑과 브랜드태도는 브랜드 충성도와 구전에 긍정적인 영향을 미치는 것으로 나타났다. 마지막으로 본 연구의 학문적, 실무적 시사점 및 한계점을 제시하였다.

Brand love is a new marketing construct that helps explain and predict desirable post-consumption behaviors. However, brand love is more recently investigated and relatively less researched. The purpose of this study is to find out how self-brand image congruity and functional congruity influences on brand love, brand attitude and consumers' responses. self-brand image congruity consist of actual-self congruity, ideal-self congruity, social-self congruity. Questionnaire surveys were conducted on individuals who purchased smart phone. We used a LISREL 8.70 structural equation model in order to verify the proposed hypotheses. The results of this study are as follows. First, social-self congruity and functional congruity had a positive effect on brand love. However, actual-self congruity and ideal-self congruity about brand love did not have significant results. Second, ideal-self congruity and functional congruity had a positive effect on brand attitude. However, actual-self congruity and social- self congruity about brand attitude did not have significant results. Third, brand love and brand attitude had a positive effect on brand loyalty and word of mouth. The results of this study provides important implications for the potential marketing strategies of products. Last, the limitations of research and directions of future research are suggested.

본 연구는 한국 TV 뉴스 브랜드 이미지를 기능적, 상징적 속성의 측면에서 알아보고 이들의 상호 관계, 그리고 이들이 시청의도에 미치는 영향을 조사하는 것을 목적으로 하였다. KBS1, SBS, JTBC의 저녁 메인 뉴스 시청자 412명을 대상으로 서베이를 실시하였으며, 요인분석과 회귀분석을 사용하였다. 연구 결과에 따르면, TV 뉴스 브랜드 개성은 진취성, 정직성, 전통성 등 3개의 차원으로 구성되어 있었다. JTBC가 진취성, 정직성 면에서 SBS와 KBS1을 제치고 가장 높은 평균값을 보였고, 전통성 면에서는 가장 낮은 평균값을 나타냈다. 또한 TV 뉴스 브랜드 이미지의 기능적, 상징적 속성은 높은 상관관계를 보이며, 상호 동일한정도의 영향력을 미치고 있었다. 끝으로 시청 의도는 뉴스 브랜드 기능적 편익, 정직성, 그리고 진취성 개성 요인의 순으로 결정되었다.

This study aims to investigate the brand image of Korean TV news in terms of functional and symbolic attributes, to examine their interrelationships and their effect on audience' viewing intentions. A survey was conducted on 412 evening main news viewers of KBS1, SBS, and JTBC, and factor analysis and regression analysis were used. The results show that TV news brand personality was composed of three dimensions including enterprising, sincerity, and tradition. JTBC showed the highest mean value in terms of enterprising and sincerity over SBS and KBS1, and the lowest in tradition. The symbolic and functional attributes of the TV news brand image are highly correlated. Finally, the viewing intentions were determined in the order of news brand functional benefit, sincerity and enterprising personality factor.

Functional games are games that combine play and study together, and this genre is consolidating its position as a new alternative that has the potential to transform the industry. Functional games are an excellent tool for attaining specific goals such as increasing concentration levels and learning abilities by capitalizing on the entertainment nature of games. Moreover, the scope of use for functional games is becoming increasingly diverse, ranging from specialized domains such as medical support, medical learning, military simulation, health, special education, and learning tools for everyday education and well being. To optimize 3D multi-dimensional functional games’ benefits, this paper presents an analysis of the level of 3D feel perceived by users regarding 3D depth level, distance and location. Moreover, to ensure the optimization of the user’s concentration levels and engagement with the games themselves, this paper proposes a system that provides sound effects that incorporate ultrasonic waves’ auxiliary sounds to be integrated with traditional sound effects. When the recommendations of this paper are implemented, it is possible to select the distance and the location that are optimal for viewing in 3D, and it is hypothesized that optimization of user benefits concerning functional games will be enabled through auxiliary sound effects.

본 연구는 기능성 화장품의 IMC 활동과 브랜드 이미지, 고객 만족, 고객애호도 간의 구조관계를 규명하고 이들 특성이 국가 간에 어떠한 차이를 보이는가를 알아봄으로써 기능성 화장품의 IMC 전략에 대한 시사점을 도출하고자하는 것이다. 이러한 연구 목적을 달성하기 위하여 한국 500명, 중국 170명, 일본150명의 기능성 화장품 사용자를 대상으로 설문조사를 실시하였으며, 설문조사결과를 토대로 실증적 분석 방법을 통하여 한·중·일의 IMC 전략을 비교하고자 하였다. 본 연구의 결과는 다음과 같다. 첫째, 한국의 경우는 기능성 화장품의 IMC 활동이 브랜드 이미지에 긍정적인 영향을 미치며, IMC 활동과 브랜드이미지가 고객 만족에 긍정적인 영향을 미침으로써 고객 애호도에 긍정적인 영향관계를 형성하게 된다는 것을 확인할 수 있었다. 둘째, 중국과 일본의 경우는IMC 활동이 브랜드 이미지에 긍정적인 영향을 미치며 나아가 브랜드 이미지가고객 만족과 고객 애호도에 긍정적인 영향을 미치는 것으로 분석되었으나 IMC 활동이 직접 고객 만족에 미치는 영향관계에 대해서는 유의적인 관계가 있음을 발견할 수 없었다. 이상의 연구 결과를 토대로 기능성 화장품의 통합적 IMC 전략을 국가별로비교하면 다음과 같다. 첫째, 한국의 경우는 IMC 활동에서는 PR＞PS＞AD 순으로 중점을 두는 것이 바람직한 것으로 나타났으며, 브랜드 이미지에서는독창성＞세련성＞미래지향성 순으로 이미지를 강화하는 전략이 필요한 것으로나타났다. 둘째, 중국의 경우는 IMC 활동에서는 AD＞SP＞DM 순으로 중점을두는 것이 바람직한 것으로 나타났으며, 브랜드 이미지에서는 활력성＞독창성＞친숙성 등의 순으로 이미지를 강화하는 노력이 필요한 것으로 나타났다. 셋째, 일본의 경우는 IMC 활동에서는 Event＞DM＞AD 순으로 중점을 두는것이 바람직한 것으로 나타났으며, 브랜드 이미지에서는 세련성＞활력성＞호감성(매력성) 순으로 이미지를 강화하는 전략이 필요한 것으로 나타났다.

This study aims to find out structural relations among IMC(Integrated marketing communication) activities, brand image, customer satisfaction and customer loyalty of functional cosmetics and to deduce implications on the IMC strategy of functional cosmetics by investigating on how these properties show differences between countries. A questionnaire targeting users of functional cosmetics of 500Koreans, 170 Chineses and 150 Japaneses was carried out to achieve this research purpose, and the IMC strategy of Korea, China and Japan was compared through an empirical analysis method based on the questionnaire results. The results of this study is as follows. First, in case of Korea, the IMC activities of functional cosmetics have positive influence on a brand image,and the IMC activities and the brand image have positive influence on customer satisfaction, so it could be confirmed that a positive influence relationship is formed in customer loyalty. Second, in case of China and Japan, it was analyzed that the IMC activities have positive influence on a brand image, and further, the brand image have positive influence on customer satisfaction and loyalty, but it couldn’t be discovered that there is a significant relationship in the influence relationship that the IMC activities directly have influence on customer satisfaction. If the IMC strategy of functional cosmetics is compared according to a country based on the above research results, it is as follows. First, in case of Korea, it appeared that giving priority to the order of PR＞PS＞AD is desirable in the IMC activities, and it appeared that the strategy for strengthening an image is necessary in the order of originality＞sophistication＞future orientation in the brand image. Second, in case of China, it appeared that giving priority to the order of AD＞SP＞DM is desirable in the IMC activities, and it appeared that the effort for strengthening an image is necessary in the order of vitality＞originality＞familiarity in the brand image. Third, in case of Korea, it appeared that giving priority to the order of Event＞DM＞AD is desirable in the IMC activities, and it appeared that the strategy for strengthening an image is necessary in the order of sophistication＞vitality＞attractiveness in the brand image.

본 연구는 이너뷰티 식품의 상세 페이지에서 생성형AI 이 미지 연출 방식이 소비자 인식에 미치는 영향을 분석하고 실 무에서 활용 가능한 AI 이미지 제작 가이드라인을 제시하는 데 목적이 있다. 최근 상세 페이지 제작 과정에서 AI 이미지 활용이 증가하고 있으나, 이미지의 구성과 표현 방식에 따른 소비자 인식(전달성, 선호도, 신뢰, 구매 의도)을 검증한 연구 는 부족한 실정이다. 이에 본 연구는 글루어트 베지 스타터를 실험물로 선정한 뒤, 제품 중심 컷과 모델 중심 컷으로 구성 된 여섯 가지의 AI 이미지를 제작하여 20~40대 소비자 128명 을 대상으로 온라인 설문을 시행하였다. 분석 결과, 제품 중 심 컷에서는 원물 등 제품 정보가 직관적으로 드러난 이미지 일수록 전달성이 높게 나타났다. 제품의 활용 상황을 표현한 이미지는 실재감이 높게 인식되어 선호도·신뢰·구매 의도에 서 좋은 평가를 받았다. 모델 중심 컷에서는 원물과 모델 연 출을 AI 특유의 과장된 연출로 시각적 임팩트가 높은 이미지 가 전반적으로 가장 높은 평가를 받았다. 반면, 모델이 제품 을 들고 포즈만 취한 단순 이미지는 제품 단서가 부족해 모든 항목에서 가장 낮은 점수를 기록했다. 이는 모델 컷에서 시각 적 임팩트가 주요 판단 기준임을 보여준다. 본 연구는 생성형 AI 이미지 연출 방식에 따른 소비자 인식 차이를 실증적으로 검증하여 이너뷰티 식품의 상세 페이지를 제작할 때 생성형 AI 이미지 제작 방법과 연출 전략을 구체화할 수 있는 근거 를 제공하며, 향후 이너뷰티 식품의 상세 페이지 이미지를 생 성형 AI로 제작할 때 가이드라인으로 활용될 수 있다.

This study examines how execution styles of generative AI imagery used in detail pages for inner beauty foods influence consumer perception and proposes practical guidelines for AI image production. Although the use of AIgenerated images in online product pages has increased, empirical research examining consumer perceptions—specifically informativeness, preference, trust, and purchase intention—according to differences in image composition and expressive strategies remains limited. To address this gap, Gluet Veggie Starter was selected as the experimental stimulus, six AI-generated images consisting of pro duct-focused and model-focused cuts were produced, an d an online survey was conducted with 128 consumers in their 20s to 40s. The results show that, in product-focused cuts, images presenting intuitive product information such as ingredients achieved higher perceived informativeness, while usage-context images were perceived as more realistic and received more favorable evaluations in preference, trust, and purchase intention. In model-focused c uts, images combining ingredients and models with AI-exclusive exaggerated expressions and strong visual impa ct achieved the highest evaluations, whereas simple images of models holding the product recorded the lowest scor es due to insufficient product cues. Overall, the findings indicate that visual impact functions as a key judgment criterion in model-focused imagery and provide empirical evidence for structuring AI image production strategies f or inner beauty food detail pages.

Purpose: To achieve maximal safe resection during brain tumor surgery, functional image-merged neuronavigation is widely used. We retrospectively reviewed our casesin which diffusion tensor image (DTI)-merged functional neuronavigation was performed during surgery. Materials and Methods: Between November 2008 and May 2010, 123 patients underwent surgery utilizing DTI-merged neuronavigation. Anatomical magnetic resonance images (MRI) were obtained preoperatively and fused with DTI of major white matter tracts, such as the corticospinal tract, optic radiation,or arcuate fasciculus. We used this fused image for functional neuronavigationduring brain tumor surgery of eloquent areas. We checked the DTI images togetherwith postoperative MRI images and evaluated the integrity of white matter tracts. Results: A single white matter tract was inspected in 78 patients, and two or more white matter tracts were checked in 45 patients. Among the 123 patients, a grossly total resection was achieved in 90 patients (73.2%), subtotal resection in 29 patients (23.6%), and partial resection in 4 patients (3.3%). Postoperative neurologic outcomes, compared with preoperative function, included the following: 100 patients(81.3%) displayed improvement of neurologic symptoms or no change, 7 patients(5.7%) experienced postoperative permanent neurologic deterioration (additionalor aggravated neurologic symptoms), and 16 patients (13.0%) demonstrated transient worsening. Conclusion: DTI-merged functional neuronavigation could be a useful tool in brain tumor surgery for maximal safe resection. However, there are still limitations, including white matter tract shift, during surgery and in DTI itself. Further studies should be conducted to overcome these limitations.

Objective: The focus of this study is brain plasticity associated with semantic aspects of language function in patients with medial temporal lobe epilepsy (mTLE) Methods: Using longitudinal functional magnetic resonance imaging (fMRI), patterns of brain activation were observed in twelve left and seven right unilateral mTLE patients during a word-generation task relative to a pseudo-word reading task before and after anterior temporal section surgery. Results: No differences were observed in precentral activations in patients relative to normal controls (n = 12), and surgery did not alter the phonological-associated activations. The two mTLE patient groups showed left inferior prefrontal activations associated with semantic processing (word-generation>pseudo-word reading), as did control subjects. The amount of semantic-associated activation in the left inferior prefrontal region was negatively correlated with epilepsy duration in both patient groups. Following temporal resection, semantic-specific activations in inferior prefrontal region became more bilateral in left mTLE patients, but more left-lateralized in right mTLE patients. The longer the duration of epilepsy in the patients, the larger the increase in the left inferior prefrontal semantic-associated activation after surgery in both patient groups. Semantic activation of the intact hippocampus, which had been negatively correlated with seizure frequency, normalized after the epileptic side was removed. Conclusion: These results indicate alternation of semantic language network related to recruitment of left inferior prefrontal cortex and functional recovery of the hippocampus contralateral to the epileptogenic side, suggesting an intra- and inter-hemispheric reorganization following surgery.

The current study attempted to develop an effective brand image measurement including functional and symbolic brand image and to identify its impact on consumers' brand attachment and their willingness to pay a price premium. Grounded in the foundation of marketing and hospitality literature, this study developed a conceptual model that explains the relationships among functional/symbolic brand image, brand attachment and consumers' willingness to pay a price premium. Based on the proposed model, five hypotheses were developed with four constructs. The results from the current study revealed a significant relationship between mostly all constructs in the model except the relationship between functional brand image and consumers' willingness to pay a price premium. The results also clearly showed the significant mediating effect of brand attachment on the relationships between functional/symbolic brand image and consumers' willingness to pay a price premium. Moreover, the findings of this study highlighted the critical importance of symbolic brand image and brand attachment in consumers' brand evaluation.

This study aimed to identify whether or not four service situations varying according to positive and negative combinations of physical evidence and functional service influence store image and purchase behavioral intentions of customers at bulgogi restaurants. The video-scenario technique was used for the study. Data were analyzed with the SPSS (Window 19.0) package using frequency analysis, one-way ANOVA, 2 by 2 factorial ANOVA, exploratory factor analysis, and multiple regression analysis to confirm the hypotheses. The combined effect of functional service and physical evidence influenced store image and purchase intention. In terms of seperate effect of physical evidence and functional service, the effect of employee service on store image was more powerful than that of physical evidence, even though the effect differed depending on the situation. Purchase intention was only influenced by functional service quality from employees under the four different scenarios. Thus, when opening a Korean restaurant, proper management of tangible evidence suitable to service, and the prices expected from local customers should be determined. Additionally, extremely high or low levels of physical evidence management should be avoided.

본 연구에서는 다중영상 획득용 두뇌팬텀을 사용하여 CT, MR, 그리고 PET영상을 획득하였으며, 이를 정합대상으로 하여 해부학적 영상과 핵의학 기능영상과의 정합을 실시하였다. 정합 알고리즘으로는 현재 널리 사용되고 있는 'Chamfer Matching' 알고리즘과 Mutual Information Maximization' 알고리즘을 이용하였고, 기존 연구에서 타당성이 검증된 정합 프로그램을 사용하였다. 정합 결과, CT-MR, CT-PET, MR-PET세 가지 정합경우에 대하여 두 알고리즘 모두 효과적인 방법임을 알 수 있었으나, 저해상도의 핵의학 영상인 PET과의 정합에선 Mutual Information Maximization'알고리즘이 더 효과적인 방법임을 확인하였다.

In this study, using brain phantom for multi-modality imaging, we acquired CT, MR and PET images and performed registration of these anatomical images and nuclear medicine functional images. The algorithms and program applied for registration were Chamfer Matching and Mutual Information Maximization algorithm which have been using frequently in clinic and verified accuracy respectively. In result, both algorithms were useful methods for CT-MR, CT-PET and MR-PET. But Mutual Information Maximization was more effective algorithm for low resolution image as nuclear medicine functional image.

This study goes to answer why Brazilian ads are so lascivious and why such images demeaning women are accepted in Brazil. In modern society, there are lots of restriction on using female images for sexual metaphor because of the expansion of woman's right and the social activities enforced by feminism. In this respect, the appearance of female images in Brazilian advertisements looks very unusual. Brazilian ads enjoy high level of sexualism exceeding the limits generally imposed in other major advertising markets. Observing some published Brazilian ads in this study, I put out the Brazilian particular view of womanhood considering woman as an object of amusement. The attitude of considering woman as a tool is not totally new. The traditional images of womanhood such as fertility, fecundity and mother were produced and manipulated from the particular functions of female body considered as tools for the source of manpower supply and for the satisfaction of male's physical pleasure. This kind of view might have begun generating at least in the transition from the matriarchal to the patriarchal society. This uneradicable male-dominated prejudice of womanhood have been pervasive and rampant still in these modern societies and strengthens brazilians have biased view of womanhood. If I am not much mistaken, in Brazil, woman is merely a dependent variable of man that is only necessary for the man's purpose. This study tells the Brazilian particular attitude of woman had formed and influenced from its history of formation of the nation and development of the patriarchal society.

이 논문에서는 한국인의 뇌 기능 영상 연구에서의 정확한 분석을 위한 한국인 뇌 확률 지도를 제작하였고 이를 실제 기능 영상 연구에 적용할 수 있도록 하는 뇌 위치 정보 추출 프로그램에 대하여 소개하였다. 한국인의 표준 뇌 확률 지도를 작성하기 위하여 정신과적 병력이 없는 정상인 76개의 뇌 영상을 서울대학교 신경정신과와 핵의학과로부터 수집하였으며, 이를 바탕으로 표준 뇌 영상을 결정하였다. 결정된 표준 뇌 영상은 숙련된 전문의로부터 89개의 해부학적 영역으로 분할하는 작업이 이루어졌다. 표준 뇌 영상에서 분할된 정보들은 자동 분할 알고리즘에서의 기준으로 사용되어 나머지 75개의 뇌 영상들에 대해서도 해부학적 정보들을 가지도록 하였다. 76개의 뇌 영상들에 생성된 각각의 89개의 해부학적 정보들은 동일 위치에서의 확률정보로서 변환되어 뇌 확률 지도를 생성하였다. 제작된 한국인의 뇌 확률지도는 한국인의 뇌에 대한 편차 정보와 해부학적인 정보를 가지며 이는 한국인의 기능 영상 연구에 있어서 보다 정확한 결과를 제시할 수 있다.

The probabilistic anatomical maps are used to localize the functional neuro-images and morphological variability. The quantitative indicator is very important to inquire the anatomical position of an activated legion because functional image data has the low-resolution nature and no inherent anatomical information. Although previously developed MNI probabilistic anatomical map was enough to localize the data, it was not suitable for the Korean brains because of the morphological difference between Occidental and Oriental. In this study, we develop a probabilistic anatomical map for Korean normal brain. Normal 75 blains of T1-weighted spoiled gradient echo magnetic resonance images were acquired on a 1.5-T GESIGNA scanner. Then, a standard brain is selected in the group through a clinician searches a brain of the average property in the Talairach coordinate system. With the standard brain, an anatomist delineates 89 regions of interest (ROI) parcellating cortical and subcortical areas. The parcellated ROIs of the standard are warped and overlapped into each brain by maximizing intensity similarity. And every brain is automatically labeledwith the registered ROIs. Each of the same-labeled region is linearly normalize to the standard brain, and the occurrence of each legion is counted. Finally, 89 probabilistic ROI volumes are generated. This paper presents a probabilistic anatomical map for localizing the functional and structural analysis of Korean normal brain. In the future, we'll develop the group specific probabilistic anatomical maps of OCD and schizophrenia disease.

This study was conducted to determine the image of functional foods and the meal patterns for health behavior of 242 persons in Daegu area. Anthropometric data showed that female and male were 38, and 204 respectively. The most BMI group was standard group(55.4% )The most eaten functional foods were Lactobicilli goods while the lowest functional foods were Taurine goods. The highest functional food image score on the basis of Likert's 5 scales was 3.89(expensive) and the lowest score was 2.98 (experienced in eating functional food). Accepted food groups were significantly associated with eating rate of protein food and age(p < 0.01),eating rate of cabohydrate foods and sex(p < 0.05), eating rate of mineral foods and monthly average income, eating rate of vitamin foods and sex.

The purposes of this study are to examine the effects of experiential· symbolic· functional brand image on brand trust and brand loyalty in airline industry and the mediating effect of brand trust on brand image and brand loyalty. The data was collected at Kimpo and Kimhae international airport, between Jan. 5, 2017 and Jan. 25, 2017. 382 samples were analyzed by the exploratory factor analysis and the multiple regression analysis. The analysis results suggest that (1)the factors of brand image(experiential · symbolic · functional) have positive influence on brand trust, and (2)brand trust have positive influence on brand loyalty, and (3)the factors of brand image(experiential · symbolic · functional) have positive influence on brand loyalty, and (4)the mediating effects of brand trust happen partially between the factors of brand image and brand loyalty. Finally Among the proposed hypotheses all were accepted.

본 연구의 목적은 브랜드의 이미지가 브랜드 신뢰 및 브랜드에 대한 감정적 몰입과 행동적 몰입에 미치는 영향에 대하여 알아보고자 하는 것이다. 이를 위해 브랜드의 이미지를 구성하고 있는 요소 중 기능적 이미지와 상징적 이미지가 브랜드 대한 신뢰에 영향을 미치고, 브랜드 신뢰는 다시 브랜드에 대한 감정적 몰입 및 행동적 몰입에 미치는 효과를 검증해 보았다. 이를 위해 브랜드 제품사용 경험이 있는 대학생을 대상으로 설문조사를 실시하였으며, 총217부의 설문지를 이용한 구조방정식모델 분석을 이용해 변수들 간의 관계를 분석하였다. 분석결과, 브랜드의 기능적 이미지와 상징적 이미지는 브랜드 신뢰에 대해서 유의한 영향을 미치는 것으로 나타났다. 그리고 브랜드 신뢰 또한 브랜드에 대한 감정적 몰입 및 행동적 몰입에 영향을 미치는 것으로 나타났다. 본 연구의 결론에는 연구결과에 따른 요약과 실무적시사점, 연구의 한계점 및 향후 연구방향에 대한 제언을 하였다.

This study provides a framework for understanding the effects of brand image(symbolic and functional) on emotional commitment and behavioral commitment. First, the causal relationships between brand image, emotional commitment and behavioral commitment were examined. Second, the mediating effects of brand trust were also examined. Undergraduate students(N=217) were participated in the survey and the structural equation modeling was utilized for data analysis. The results of this study reveal that both of symbolic and functional brand image are positively related to brand trust. Brand trust also have positive effects on emotional commitment and behavioral commitment. Based on the results, some recommendations for company are discussed and future research directions are outlined.

본 연구에서는 항공사 브랜드 충성도 형성과정에서 이용객의 자아이미지 일치성과 기능적 일치성의 역할을 규명하고, 항공사 브랜드에 대한 자아이미지 일치성과 브랜드 신뢰 및 브랜드 애착과의 인과관계에서 대형항공사와 저비용 항공사간의 차이를 검증함으로써 치열한 경쟁 상황에 놓여 있는 국내 항공 산업의 브랜드 마케팅을 위한 시사점을 제공하고자 하였다. 본 연구를 위해 최근 3년 이내 국내 항공사 탐승 경험이 있는 소비자를 조사 대상으로 총 336개의 유효 표본을 얻었으며, 연구의 결과는 다음과 같다. 첫째, 기능적 일치성과 자아이미지 일치성은 모두 브랜드 신뢰에 영향력이 있는 것으로 나타났다. 둘째, 기능적 일치 여부는 브랜드 애착에 영향력이 없는 반면 자아이미지 일치성은 브랜드 애착을 형성함에 있어서 영향력이 있는 요인임이 확인되었다. 셋째, 브랜드 신뢰는 브랜드 애착과 브랜드 충성도에 영향을 주었다. 넷째, 브랜드 신뢰와 브랜드 애착에 대한 자아이미지 일치성의 영향력은 항공사에 따른 차이가 존재하지 않는 것으로 나타났다. 연구 결과를 토대로 국내 대형 항공사 및 저비용항공사에 대한 브랜드 마케팅 시사점이 논의 되었다.

This study investigates the roles of self-image congruity and functional congruity of users in the airline brand loyalty formation process and verifies the difference between full-service airlines and low-cost carriers in the cause-effect relations of self-image congruity for airline brands, brand trust, and brand attachment. A total of 336 valid samples from consumers who had experienced flying with domestic airline companies in the previous three years were analyzed. The results of the study are as follows. First, it was found that both the functional congruity and self-image congruity had an impact on brand trust. Second, it was found that functional congruity did not affect brand attachment, while self-image congruity had an impact on forming brand attachment. Third, it was found that brand trust had an impact on brand attachment and brand loyalty. Fourth, it was found that there was no difference in the impact of self-image congruity on brand trust and brand attachment according to airline type. Based on the research results, implications on brand marketing for domestic low-cost carriers and full-service airlines are discussed.