This paper aims to investigate how player's identity is built by analyzing post-apocalyptic games. The post-apocalyptic game is the game which is set in a virtual world after catastrophe. This study analyzes the settings, characters, and a narrative structure of the post-apocalyptic games. As the result, post-apocalyptic games establish the existential identity of the player. The post-apocalyptic game is a kind of realism text which precisely reflect real world, and the player could find out his identity in games as a Homo sacer which is the mixture that consists of a non-hero persona in the game and a safe person in reality. Post-apocalyptic games can be alternative media which help the player experience existential discourse in real world in 21st century.

This paper analyzes the current intellectual discourse on Jeju identity and its implications on the position of Jeju women. Debates on Jeju identity may be grouped roughly into three schools. Each of these schools has quite different implications for Jeju women’s position, implicitly or explicitly argued by each school. When the influence of China and Neo-Confucianism is emphasized in defining Jeju identity, women’s position is necessarily subordinate to that of men. When the culture of Jeju is presented as a culture of “compromise” between Jeju reality and Neo-Confucianism, the women’s position is inevitably raised and strengthened, since Jeju women, especially women divers, are at the forefront of coping with the harsh nature of the island along with men. Such a society cannot survive without women or men. When Jeju identity is presented as a “women centredness”, again women’s position is raised or the main axis (or the essence) of the island society is presented as women. The author proposes to take these debates one step further by synthesizing them and substantiating some crucial gaps in them, through fieldwork planned.

This study investigated the differences between gender for effectiveness of career competencies training and integrative life planning on career aspirations, self-identity and congruity between the real and ideal self of adolescents in Lokoja, Nigeria. The sample consisted of 227 adolescents who scored low on Ego-identity scales and were found exhibiting low self-identity, which affected their career aspirations. They were made up of 114 males and 113 females. Quasi-experimental pre-test, post-test and control group design was used with the sample, which was randomly assigned to three groups. Career Competencies Training (CCT), Integrative Life Planning (ILP) and the control. A Self-Identity Questionnaire (SIQ), Congruity Questionnaire (CQ) and Career Aspiration Questionnaire (CAQ) were administered to the three groups before and after the experimental programmes. CCT and ILP groups were the training groups while the control was the waiting group. The statistical tools used were Means, Standard Deviation and ANCOVA. A null hypothesis was formulated to guide the study and was tested at 0.05 level of significance. There is no significant difference in the post-test scores on the self-identity, career aspiration, and congruity of real and ideal self of adolescents exposed to career competencies training, integrative life planning and the control group due to gender. The use of both training is therefore recommended. Parents should be encouraged to take cognizance of the congruity between the real self and the ideal self of their adolescents so that they can be properly guided on their career aspirations.

Looking for the identity of Korean Calligraphy is quite important but not easy work also hard to define what it is in a sentence. However, it is needed to find out what is identity of it. The reason why it is hard to find out is that Korean have basic identity but the identity of Calligraphy has been different by centuries. It can be largely divided into three reasons. Firstly, the period from three Kingdoms to the beginning of Goryeo, Secondly, the period between the end of Goryeo and the middle of Joseon, this is the time when the doctrines of Chu-tzu was dominated to the society. Thirdly, the end of Josen is the period when scholars of the Realist School of Confucianism were appeared. In this periods, Buddhism was flourished but Buddhist insisted the intercommunication of three religions named Confucianism, Buddhism and Immortal Taoism. The ancient tasteful ideas was called Geupbaek(皀帛) scholar in Koguryo, Hwarang(花郞) scholar in Shilla and Taoist in Goryeo that could be unique. This intercommunication of three religions was expressed as scholar or Taoist by the people named Choi Chiwon, Lim Chun, Lee Gyubo and etc. They could have different the period of their lifetime or ages, but have the similarity of the selection of words through their articles. Thus, it could be known that the identity of calligrapy was considered by the articles about calligraphy or poems of these three people mentioned formerly. From this research, the identity of calligraphy from late Shilla to early Goryeo was influenced by the intercommunication of three religions based on tasteful ideas followed by Hwarang sprit and the scholar thought. And, it is summarized that the identity of calligraphy is Taoist ideology because this scholar thought could be concluded to Taoist ideology through the directivity of great writing and conduct.

서예의 경우 남아있는 자료로 한국서예정체성을 규명하고자 한다면 두가지 측면이 있을 수 있다. 하나는 주로 비학 혹은 금석문 서예에 보이는 부정형성, 무작위성을 들 수 있다. 이런 점은 한국미 특질로 말해지는 자연미와 상당히 유사한 점이 있 는데, 이런 분석이 帖學의 측면에서 제대로 밝혀지지 않은 것 은 여전히 한계다. 다른 하나는 왕희지 추존에 담긴 유가 중화 미학 틀에서 논의되는 한국서예정체성에 대한 규명이다. 한국 서예역사에서 왕희지 추존 현상은 강하게 나타났지만, 한국최 대의 서예가로 평가받는 金生에 대해 다양한 평가가 존재한다. 이처럼 한 작가를 평가할 때 이해하는 관점에 따라 다양한 이 해가 가능하다. 이에 왕희지 중심주의와 중화미학의 틀에서 한 국서예정체성을 규명할 때는 한국서예가들이 중국서예가들과 어떤 차별상을 보였는가에 대한 정치한 분석을 통해 ‘古雅한 예술 측면으로서의 한국서예미의 특질과 정체성’을 밝힐 필요 가 있다. 구체적으로 말하면 왕희지 서예와 같으면서도 ‘다른 점’이 무엇인가를 밝힐 필요가 있다. 그 ‘다른 점’에 한국인의 심성과 미의식이 담겨 있기 때문이다. 특히 ‘偏’에 담긴 서예를 예술에서의 기교의 공졸 혹은 美의 우열이란 점을 기준으로 하 여 평가하는 방식에서 벗어나서 천진스러움과 天機를 담아낸 서체, 즉 자신의 감성을 어떤 서체를 통해 자유롭게 표현했는 가 하는 점을 심도있게 분석할 필요가 있다. 이제 서예에서의 문화사대주의인 왕희지 중심주의에서 벗어나 오늘날 ‘우리들의 눈’으로 과거 한국의 위대한 서예가들에 대한 다양한 평가를 통해 한국서예정체성을 논할 필요가 있다.

목 적: 안경광학과 재학생들의 진로정체감, 전공만족도, 대학생활적응과 자아존중감이 학업성취도에 미 치는 영향을 알아보고자 한다. 방 법: D대학교 안경광학과 재학생 108명을 대상으로 설문조사를 실시하였으며, 학업성취도는 대학 입 학 후 2015학년도 1학기까지의 평균평점을 사용하였다. 수집된 자료는 IBM SPSS Statistics 22를 이용하여 신뢰도분석, 요인분석, 빈도분석, 기술통계량, t-검정과 분산분석, 다중회귀분석을 실시하였다. 결 과: 진로정체감, 전공만족도, 대학생활적응, 자아존중감과 학업성취도 간에는 모두 유의한 정적인 상 관관계를 보였고, 학업성취도와 가장 상관관계가 높은 것은 대학생활적응(ｒ=.320)이었다. 학업성취도에 영향을 미치는 요인은 진로정체감의 요인 중 흥미와 재능(β=.356, ｐ=.012)이었고, 전공만족도는 교과만족을 제외한 모든 변인이 유의미했으며, 대학생활적응 요인 중에서는 학업적응(β=.367, ｐ=.032)만이 유의한 영향을 미쳤고, 자아존중감의 하위요인 중 학업성취도에 영향을 미치는 요인은 자기존중(β=.292, ｐ=.047)이었다. 유의미한 변수들을 동시에 투입하여 학업성취도에 영향을 미치는 요인은 일반적인 전공만족도(β =.465, ｐ=.002)와 전공에 대한 인식만족도(β=-.415, ｐ=.003)가 유의한 영향을 미치는 것으로 나타났다. 결 론: 안경광학과 재학생의 학업성적을 높이기 위해서는 대학생활적응과 전공만족도 증진에 필요한 안 경광학과 특성에 맞는 구체적인 프로그램이 필요할 것으로 사료된다.

본 연구는 요양보호사의 직업적 정체성과 서비스 질 간의 인과관계와 두 변인 사이에서 직무만족의 매개효과를 살펴봄으로써 직업적 정체성, 직무만족의 강화를 통해 서비스 질을 높일 수 있는 방안을 강구 하는데 그 목적이 있다. 이를 위해 경북지역 230명의 요양보호사를 대상으로 설문조사를 하였으며 조사결 과를 바탕으로 직업적 정체성과 직무만족과 서비스 질과의 관계를 살펴본 결과 직업적 정체성과 직무만 족은 정(+)적 상관관계를 나타났으며, 서비스 질과도 정(+)적 상관관계가 있는 것으로 나타났다. 또한, 요양보호사의 직업적 정체성이 직무만족과 서비스 질에 직접적인 영향을 주었으며 직무만족은 직업적 정체 성과 서비스 질에 매개효과가 있음이 통계적으로 확인되었다. 이를 바탕으로 요양보호사의 직업적 정체 성과 직무만족 강화를 통해 서비스 질을 높일 수 있는 개선방안으로 조직문화의 개선으로 조직의 개방성 과 유연성, 신뢰성의 문화가 보다 확산되어야 하며 직원 행복 프로그램 실시 및 전문성 향상과 역량강화 를 위한 직무교육 강화를 제언하였다.

The Salvatore Ferragamo Company, founded in 1938 by Salvatore Ferragamo in Florence, is very well known for creation and production of ladies shoes but has a leading role in the whole international luxury market. The company history is ancient and started before 1927, when Salvatore Ferragamo, leaving California, came back to Italy and got to Florence. At that time, Salvatore Ferragamo was already famous in the United States for having created the craftmade footwear for the American actresses. Called ‘The shoemaker of the stars’, Salvatore Ferragamo, very well known at that time, decided to come back to Italy to live and work in Florence , because of its great artistic and handicraft tradition. Since the beginning, the founder was significantly inspired in his work by the local culture. Palazzo Spini-Feroni, which is the company headquarters, is also a symbol of the city history and of the Italian traditional lifestyle. Since the founder’s death in 1960, Salvatore Ferragamo’s wife, Wanda Miletti Ferragamo, and their six children, headed the company. They have extended the Company business getting to complete collections lines either for men and women from “head to toe”, enhancing the distribution in more than 90 countries. The Company is nowadays one of the most important luxury group in the world, resulting from a perfect combination of tradition and innovation, of territorial anchorage and global projection, of handmade craftsmanship and ability to communicate and market-making, of technology and entrepreneurship. The values the founder believed in and the Company heritage, testified by the Museo Salvatore Ferragamo activities, further of being very important at intellectual and social level for Italian culture, represent an important asset of the brand identity. This is the ground on which it has worth to establish the brand’s challenges since the past and it is possible going onwards. This is a perfect example of a “Renaissance” case in fashion and marketing field.

New professions, highly specialized in web communication, have therefore emerged lately, such as: blogger, copywriter, social media manager, especially in the fashion industry, where every detail is meaningful and consequently every word inevitably matters. The aim of this paper is to investigate the strategies used by luxury fashion brands on social media to construe their brand identity and build up global awareness. The empirical study presented is based on the analysis of a corpus of posts retrieved from internationally renowned luxury fashion brands’ Facebook fan pages selected according to an official global top list of luxury brands. Social networks are nowadays one of the most efficient tools to make a brand globally successful and luxury fashion brands owe their popularity to them, although at the beginning they were suspicious towards those media of communication (Okonkwo, 2010: 4). This was due to the fact that mass media, by definition, are characterized by features like wide accessibility and volatility that do not match with the peculiar exclusive, unique and timeless nature of luxury goods (Okonkwo, 2010: xviii). The following table (Table 1) compares luxury features with the Internet ones in order to show that they are two opposite worlds that do not share none of their characteristics. The presence of luxury online is then a paradox itself, this is due to the fact that the features attributed to luxury that can be summarized into the word “exclusiveness” do not match with the main characteristics of Internet that is a “mass” medium of communication where the main idea is that one formula fits all. The clear contrast between the features attributed to luxury and Internet is evident in the oppositions reported: for instance we have “niche clientele” versus “mass availability” to emphasize that luxury itself cannot satisfy everyone’s desire if it aims to maintain its status and in any case it is not a short time process (Rambourg, 2014); then “exclusivity” versus “mass accessibility” is to highlight the fact that luxury cannot be accessible to everyone; and the extremely relevant difference between luxury products that must or at least give the idea to be “made-to-measure” versus the “one-formula-fits-all approach” and “mass appeal”, typical of the mass media of communication, that distinguishes the use of Internet, where what you share is designed to be widely accessible from luxury that represents uniqueness and exclusiveness. The study conducted will try to identify if luxury brands have overcome this channel conflict and later investigate their performances on social media particularly focusing on the construction of the content. The analysis of the data will be run by taking into consideration marketing literature review, and the use of theoretical frameworks based on genre analysis, corpus linguistics and discourse analysis. Furthermore the analysis will be done with the support of statistical linguistic softwares Wordsmith and Wmatrix, and it will show how luxury fashion brands shape brand identity online through words. The results will offer an overview on the construction of content particularly used to rely on storytelling, heritage marketing, and “glocalization” strategies. Moreover, interesting insights will draw the attention to the specific strategies used to target different markets (Hollensen, 2007: 220-221) while taking into consideration the cultural differences and at the same time emphasizing the features directly connected to the “Made in” identity of the brand. A further section will focus on the interplay between different semiotic systems employed to construe the brand identity online, and on some examples of strategies specifically designed for emerging markets and created through transmedia communication (Jenkins, 2006). The evidence gathered, which also sheds light on the use of pronouns and verbs to stimulate the users’ engagement in brands’ life and in the production of the content, can provide interesting insights into web communication. Further interdisciplinary researches combining different approaches will develop significant strategies particularly interesting for the training of new professional profiles involved in the design of marketing strategies.

Theoretically, the meanings attached to luxury brands have been thought to be integrated in consumers’ identities, yet this possibility has not yet been explicitly investigated. This paper describes the development of a 23-item instrument for assessing the enrichment of an individual's personal identity through their identity as a luxury consumer. An exploratory factor analysis on data from a survey using this instrument indicates the existence of five factors (unburdening, pleasure, impressiveness, sensation and connectedness). The scale has a variety of potential applications and can serve as a framework for further empirical research.

본 연구는 윤리적 리더십이 구성원들의 조직시민행동에 미치는 영향력을 살펴보고 이들 사이의 관계에서 도덕적 정체성이 매개역할을 수행하고 있다는 것을 검증하고자 한다. 여러 연구들에서 윤리적 리더십의 영향력이 규명되었으나 어떠한 과정으로 결과변수에 영향력이 나타나는 지를 규명하는 것은 이론적으로 무척 중요하다. 조직시민행동은 Williams와 Anderson(1991)의 연구를 토대로 개인, 조직에 대한 조직시민행동으로 구분하였으며 도덕적 정체성은 Aquino & Reed Ⅱ(2002)의 연구에 기반하여 내재화와 상징화로 구분하였다. 연구가설의 설정은 주효과 가설과 매개효과 가설로 설정하였다. 분석결과를 요약하면 다음과 같다. 첫째, 윤리적 리더십은 구성원들의 조직시민행동을 높이는 것으로 나타났다. 둘째, 도덕적 정체성은 윤리적 리더십이 조직시민행동에 미치는 영향력에 있어서 매개역할을 수행하는 것으로 나타났다. 결과적으로 윤리적 리더십은 구성원들의 조직시민행동을 증가시키는 있으므로 조직시민행동의 중요한 선행변수라는 것을 알 수 있었다. 무엇보다 윤리적 리더십 발휘가 구성원들의 조직시민행동을 높이는데 있어서 구성원들의 도덕적 정체성을 향상시키고 향상된 도덕적 정체성을 통해 조직시민행동으로 이어진다는 것을 알 수 있었다. 결국 구성원들의 도덕적 정체성 형성이 중요하며 이러한 도덕적 정체성 형성이 이루어져야만 윤리적 리더십이 조직시민행동을 높일 수 있다는 것을 규명하였다는 점에서 본 연구의 의의를 찾을 수 있다.

본 연구는 영국의 문화융성정책이 내포하고 있는 문화정체성과 세계화를 비판적으로 논의하고자 1990년대 영국에서 발현된 ‘창의산업’ 정책을 탐구하고 있다. 세계화와 정권 교체라는 국내외적 시대 상황과 깊은 관련을 맺고 있는 영국의 문화융성정책은 내적으로는 전통과 현대 문화를 경제와 산업에 동원해 신경제성장 동력으로 발전시키고자 했고, 외부로는 영국이라는 국가에 대한 이미지 쇄신 및 국가 결속력을 높이고자 했다. 특히 영국이 가지고 있는 다문화주의적 문화 정책성은 세계화 시대 상당히 부합하는 정신으로 다민족의 역사를 통합해 이끌고자 했던 당시 정치 상황에서도 관심을 두었던 주제이다. 결국 영국적인 것을 공감하고 만들면서 공유할 수 있도록 문화 정체성을 강조했던 영국정부는 창의산업이라는 문화융성정책을 계획하며 주도적으로 이끌었고, 그 지원 분야도 소설, 시 같은 문학뿐만 아니라 현대 미술, 패션, 영화, 도서, 텔레비전, 스포츠 그리고 대중음악까지 이르렀다. 특히 1990년대 후반에는 ‘쿨 브리타니아’라는 구호를 통해 전통과 현대 문화의 대중화, 상업화 프로젝트를 시행하면서 유니언 잭은 대중에게 이전보다 더욱 개방되었고, 브릿팝에서는 영국의 문화정체성을 보다 강화시키는 많은 사건들이 일어났다. 결국 문화를 통해 경제를 활성화시키겠다는 정책의 논리는 문화를 융성해야 하는 궁극적인 목적과 부합되는 부분도 있지만, 대치되는 지점도 분명히 존재하면서 창의산업 정책은 여러 가지 우려되는 상황을 낫기도 했다. 하지만 글로벌 문화 시장이 더욱 활발하게 교류·확산되는 세계화 시대, 문화융성정책은 문화 정체성을 지켜야 하면서 동시에 정치, 사회, 경제적으로 현명하게 접근하고 활용해야 하는 중요한 대상이 되었다.

This study aims at exploring the theoretical perspectives and research related to second language teacher identities. In particular, this paper focuses on the studies on the identities of English teachers in the Korean educational system. Major findings are as follows: First, based on the previous literature on teacher identities, teacher identities are defined as dynamic, multidimensional, and changing, as they continuously interact with individual, social, and cultural contexts. Second, it was found that studies have focused on (1) the meta-analyses of English teacher identities, (2) native-speaking English teacher identities, (3) the identities of non-native-speaking English teachers co-teaching with native-English-speaking teachers, (4) the identities of non-native-speaking English teachers including pre- and in-service teachers, and (5) teacher identity development through teacher education activities. Lastly, this paper brings up issues and suggestions on the formation and development of English teacher identities. It also offers directions for the future research on professional identities of second language teachers.

한국 역사 속에서 종교들은 대체로 평화롭게 공존하였으나 기독교 유입 이후 기독교와 다른 종교들 간 관계는 점차 갈등관계나 다원주의로의 양극화 또는 무관심이라는 양상을 띠어 왔다. 종교다원주의는 교회의 근간인 성경의 진리됨을 일종의 은유와 신화 또는 성경 저자들의 고백이라 주장하고 그리스도가 예수를 포함한 여러 이름이라는 주장으로 복음을 모호하게 한다. 반면 다른 종교들에 대한 부정적인 태도는 사회적 대립과 갈등으로 확산되기도 하여 왔다. 본고는 종교간 대립과 갈등의 부분에 관심을 두고 이에 주목한다. 현재 인류가 직면한 문제들 중 하나는 인종과 종교 집단, 국적에 따라 나뉘어 곳곳에서 갈등을 넘어 폭력 분쟁이 발생하고 있는 것이다. 세계 속에서 종교대립이 살인과 테러, 전쟁으로까지 표출되고 있는 것에 비하여 정도에 있어 차이를 보이긴 하지만, 한국에도 종교적 갈등과 반목으로 인한 사회적 갈등이 존재하고 있는 것이 사실이다. 것에 비하여 정도에 있어 차이를 보이긴 하지만, 한국에도 종교적 갈등과 반목으로 인한 사회적 갈등이 존재하고 있는 것이 사실이다. 한국의 교회는 배타적 또는 대립적 태도로 인하여 발생하는 오늘날의 사회적 문제들을 직시하고, 이를 해결하기 위한 노력을 기울일 것이 요구된다. 이에 따라 본고는 종교간 관계의 문제와 요인들을 분석하고 선교적 교회의 본질에 입각하여 종교관계를 위한 교회의 역할을 고찰한다. 더불어 종교신학적 입장에서 정체성의 신학을 제시하며 이를 중심으로 종교관계의 나아갈 바를 보인다. 이를 위하여 십자가의 배타성 뿐 아니라, 전 인류를 구원하고자 하는 하나님의 사랑을 내포하고 있는 십자가의 포용성을 강조하며, 교회가 세상으로 보냄을 받은 사도적 사명을 받은 존재임에 주목한다. 보냄을 받은 공동체인 교회는 사회로 나아가 문화와 종교와 소통하고 관계하며 예수 그리스도의 몸으로서 그리스도의 정신을 좆아 대립과 폭력이 아닌 치유와 평화의 사도로서의 역할을 해야 함을 강조한다. 이는 교회의 통전적 제자화와 증인됨을 말하며, 또한 교회 내에만 국한되는 것이 아닌 세상과의 소통과 치유가 있는, 세상이 있는 제자화와 증인됨이다. 본고는 교회가 종교다원주의를 지양하고, 정체성의 신학을 통하여 종교관계에 있어 자신의 헌신을 분명히 함으로써 진정하고 의미 있는 대화와 관계를 이룰 것을 촉구한다. 세상에 있으나 세상에 속하여 있는 것이 아닌 정체성은 십자가가 드러낸 자신을 내어줌이며 이는 우리 자신을 다른 사람들에게 내어 주고 그들을 받아들이는, 타자를 위한 그리고 타자와 함께 하는 정체성이다. 더불어 교회가 자기부인, 약함과 겸손, 사랑에 근거한 성육신적 열림, 사회참여 및 협력을 통하여 세상에서의 하나님의 사역에 동참할 것을 강조한다. 교회는 세상과 많은 접촉점, 만남의 자리, 공통점을 지니지만 영적인 타협은 없어야 하며, 종교적 이상과 대치되는 부분들에 관하여 그 다름을 지적할 수 있어야 함을 주지한다.

Female gamers are generally increasing all over the world. Accordingly, e-sports field also intensively focuses on female gamers. This paper focuses on the process of identity formation of female gamers shown in Korean e-sports leagues especially on online games. Online game is delivered to the public by e-sports broadcasting. E-sports broadcasting is spoken of a one-way speech, which only has the voice of male castor. This paper classified the way of speaking of female gamers into two types. One is broadcasting method and the other is broadcasting language. Then this paper compared the discourses shown in them to the cases of male gamers. In the case of male gamers, inherent elements of the game primarily took the major part of the discourse. However, in the case of female gamers, socially acceptable speech about women primarily took the major part of the discourse. As the result, in e-sports online broadcasting, the male gamers are viewed in terms of ‘player’ while female gamers are viewed in terms of ‘person’. Considering online games as having alternative values and possibilities as new media, the aspect of distortion or alienation of women in game culture is obviously problematic.

Purpose and Rational: Social media is an emerging platform for many retail communication channels accommodating various consumers’ needs and wants. There are many research exploring impact of social media on business practice and behavioral outcomes, however, there is only few research focusing on which factors affect the psychological and social variables on actual usage of social media for shopping. This study focuses on the role of consumer perception on flow of social media usage and the moderating effect of consumer’s social variables (i.e. social identity, group norm and social influence) on actual usage of social media information for shopping. The purposes of this study are as follow: 1) To examine empirical effects of flow of social media usage on perceived ease of use social media for shopping, perceived usefulness of social media information and actual usage of social media information for shopping. 2) To explore the perceived ease of use social media information for shopping and perceived usefulness of social media information affect actual usage of social media for shopping. 3) To investigate moderating effect of social variables between the links. Methodology: This research utilized an online self-administered survey to collect data. Two thousand e-mail invitations were distributed to a randomly selected sample from national panel and in order to address the hypotheses stated a dataset of 342 social media users was compiled. The instrument was designed to obtain comprehensive quantitative data and was an adaptation of questionnaire instruments validated in previous studies. For statistical analysis, the structural equation model was used. The results indicated that flow of social media usage influences on perceived ease of use social media information for shopping, perceived usefulness of social media information and actual usage of social media for shopping. Also consumers’ perceived ease of use on social media for shopping and perceived usefulness of social media information effect on actual usage of social media for shopping. Lastly, the social identity and social influence played as moderator variables between the links at actual usage of social media for shopping in all passages except group norm. The results empirically contribute to verify through quantitative research methods in relation to the role of flow of social media usage and the moderating effect of consumer’s social variables (i.e. social identity and social influence) on actual usage of social media for shopping.

Entrepreneurship and marketing are two disciplines whose paths have intersected frequently, because the underlying orientation of each relates to markets and customer needs (Hills and LaForge, 1992). The most common argument surrounding this relationship has been that entrepreneurs do not follow the mainstream approach taken by large corporations when performing marketing functions. Consequently, many researchers have attempted to better understand how marketing is performed differently by entrepreneurs. Interestingly, however, extant research has tended to overlook the sui generis relationship between the entrepreneur and his firm, and the impact that such relationship potentially has on both the entrepreneur and his firm/brand.The missing link in entrepreneurial branding, we believe, lies in further understanding the dynamic that exists between the entrepreneur’s roles and his firm’s growth. Our thesis is that the entrepreneur assumes different roles in order to develop and grow his firm/brand and a newly created social structure, and eventually matures into a sense of belonging and commitment to his firm/brand that potentially attracts and retains all the other stakeholders associated with the firm/brand. This may be regarded as an identity construction process which is triggered by the entrepreneur and permeates into his firm/brand. In their cross-disciplinary exploration of entrepreneurship research, Ireland and Webb (2007) identified identity construction as one of the three broad concepts around which multilevel entrepreneurship theory can develop.Qualitative data were collected through a total of 25 in-depth semi-structured interviews with entrepreneurs from the U.K., Guatemala and Colombia. Informed Grounded Theory by Thornberg (2012) was used as a data analysis approach, permitting an empirical understanding of entrepreneurial branding illuminated by extant literature on branding, entrepreneurship and identity. Data analysis revealed that entrepreneurs whose businesses are growing are involved in a variety of actions that compel them to embrace three different roles. The first role, identified as the Entrepreneur Strategist, encompasses the triggering elements through which the entrepreneur creates the foundations and key purposes of his firm. The second role, identified as the Entrepreneur Sense-giver, captures the actions that the entrepreneur undertakes to embed his central beliefs, values and personal assumptions through his daily experiences with his employees in the firm. The third role, identified as the Entrepreneur Developer, captures the various actions that the entrepreneur embraces to permeate his firm’s and brand’s essence to the outside world, including the customers. Our study also supports the notion that the identity of an entrepreneur is a co-creation of an individual identity and a social identity. Our argument implicitly bridges the two traditionally disconnected perspectives of Identity Theory and Social Identity Theory through the entrepreneurship process. More specifically, the three roles that entrepreneurs potentially need to embrace in order to grow their firm/brand in the market are embedded within a dynamic process in which the entrepreneur’s personal identity is co-created alongside his firm’s and brand’s social identity. A successful entrepreneur of each entrepreneurial firm should eventually permeate the entrepreneurial brand essence, a distinct blend of his personal identity and his firm’s and brand’s social identity, into the world.

Employing a 2 (Source disclosure: Health agency vs. Co-created) x 2 (Co-creator identity: General vs. Specific) between-subjects fractional factorial design, this research explores how the disclosure of consumer involvement in developing public health messages can increase advertising effectiveness. This effect is enhanced by revealing the co-creator’s identity and experience with the health issue.

This research examines the influence of network position, identity construction and role playing within business to business (B2B) interactions processes. The framework used as the basis for considering interaction processes developed from the AAR model (Håkansson & Snehota, 1995) and includes: accessing resources; developing actor bonds and conducting activities. There has been little research conducted into network position (Abrahamsen et al., 2012; Schepis et al., 2014); identity construction (Huemer, 2013; Schepis et al., 2014) and role playing (Abrahamsen et al., 2012; Lowe et al., 2012). This research develops a framework for incorporating all three concepts into the interaction process, rather than investigating them individually or paired, commonly undertaken in previous research. The research is conducted within an interpretive paradigm with 20 interviews conducted within the junior mining industry in Western Australia. Interviews were analysed using Leximancer™ and a comparison of the perceptions from companies playing different roles within the network examined. Results highlight that network position is influenced through accessing resources and developing actor bonds; identity construction occurs through developing actor bonds and conducting activities and role playing occurs when conducting activities and accessing resources. A theoretical framework highlights each of the above concepts within the framework of interaction processes. The value of this paper is that the each of these concepts is influenced through different aspects of the interaction process. Thus, highlighting which aspects of the interactions processes managers can adapt to improve their network position, identity construction and role perceptions.

Motivated by an illustrative case study which assesses the strength of the New Zealand wine brand, we develop a framework that provides a contemporary perspective on Country of Origin (COO) branding. The New Zealand wine industry’s COO branding was initially built around the country image of “green” production with the logo “riches of a clean green land”. This has been superseded by a branding strategy that focuses on developing the collective meaning of the COO brand with the logo “pure discovery”. A collective approach to branding involves broader considerations, where the brand is used to facilitate processes that co-create experience and meaning that reflects collective interest. This entails the alignment of a complex set of industry relationships where value is co-created within a network of stakeholders that contribute to the heritage of New Zealand Wine and its quality positioning as the country-of-origin. Our contribution comes from a wider conceptual understanding of COO to show that “COO matters” when a shared identity and image are integrated to form a collective meaning which co-creates value to fulfil the expectations of a brand’s promises of innovation, authenticity and quality.