This study defines Korean wave stars as Korean wave human brands and examines the influence of the characteristics, attachment, and self-congruity of the Korean wave human brand on brand equity. For this, this study surveyed Chinese female consumers in their 20s and 30s who consume many Korean wave products from May 2018 to June 2018. First, human brand characteristics, attachment, self-congruity, Korean wave aspiration level, and brand equity according to demographic characteristics were identified. Second, characteristics, attachment, self-congruity, and the aspiration level of the Korean wave human brand showed correlations with brand equity. However, brand awareness, a sub-factor of brand equity, does not show correlations with self-congruity. Third, characteristics, attachment, self-congruity, and Korean wave aspiration level had a positively influenced brand equity. Fourth, when looking into the mediated effect of attachment on brand equity, both human brand characteristics and self-congruity showed a partially mediated effect. Fifth, when analyzing the adjustment effect in the Korean wave aspiration level, a group with higher Korean wave aspiration level showed more correlations with attachment and brand equity. This study found that attachment and self congruity are important elements in forming human brand and brand equity. This study is significant in that it verified the influence of Korean wave brand power that has been on the rise recently on brand equity and provided a theoretical basis that has allowed researchers to determine that the characteristics, attachment, and self-congruity of Korean wave human brand significantly influence brand equity.

As ubiquitous organisms entomopathogenic fungi may natually occur within environment including phylloplanes and soil or deposite and survive for a while after spraying a fungal suspension to control insect pest. The existence of pathogenic fungi is a threat to arthropods foraging for food and oviposition sites. The detection and avoidance of pathogens is important for host survival, longevity and ultimate fitness. Although entomopathogenic fungi are ubiquitous worldwide and act as common natural enemies of many invertebrate species, very few studies have conducted abiut the detection and avoidance of pathogenic fungi by insect pest. We have studied that an insect pest can recognize a high virulence fungi on crop surface, avoid oviposition and don’t enter the field treated their pathogen.