This research examines the interplay between brand structure (i.e., cohesiveness and similarity) and extension typicality on extension spillover effects using two experimental studies. The results reveal that the dominance of brand similarity and cohesiveness on extension spillover effects depends on how typical the effecting brand extension is to its brand. For typical extensions, the cohesiveness of existing brand extensions is the determinant factor on extension spillover effects. In contrast, for atypical extensions, the similarity of existing brand extensions is the determinant factor on extension spillover effects. Moreover, brands with similar brand extensions are inherently perceived as high cohesive brands, which enhance perceived brand quality. In contrast, brands with dissimilar brand extensions are inherently perceived as low cohesive brands, which weaken perceived brand quality. However, brands with dissimilar brand extensions are perceived to be cohesive brands if the product functions of the brand extensions are interdependent.

Cause-related marketing is a pervasive, global marketing tactic, and the practice grew by 18.5 percent between 2011 to 2016 (IEG 2017). While considerable academic research has been directed to understanding this practice and its impact on consumers, one aspect has received little attention. Almost nothing is known about the impact on consumer perceptions when a firm withdraws from a partnership. Firms withdraw their support of a charity for many reasons (i.e., the charity no longer resonates with major stakeholders, the sponsorship fails to produce the projected results for the charity or the firm, or the firm faces financial constraints). We conducted three on-line experiments with samples of North American adult consumers to address this knowledge gap. We examined the impact of three types of withdrawal on consumer perceptions: withdrawal from a partnership, replacement of one non-profit partner with another partner, withdrawal from a partnership and a price decrease offered based on the savings resulting from terminating the sponsorship. Given that the extant research established that the alignment of the cause with the core business of the firm is an important factor in the success of CRM strategies, we manipulated this variable along with the various withdrawal scenarios. Our findings reveal that consumers view a divorce negatively despite actions taken by firms to offset consumers’ negative views.

As visual marketing gains a more critical role in marketing communications, consumer eye-tracking data has been utilized to assess the effectiveness of those marketing efforts (Croll, 2016; Glazer, 2012). With eye-tracking data, researchers can capture consumers’ visual attention effectively and may predict their behavior better than with traditional memory measures (Wedel & Pieters, 2008). However, due to the complexity of data: its volume, velocity and variety, known as 3Vs of Big Data, marketing scholars have been slow in fully utilizing eye-tracking data. These data properties may pose a challenge for researchers to analyze eye-tracking data, especially gaze sequence data, with traditional statistical approaches. Commonly, researchers may analyze gaze sequences by computing average probabilities of gaze transitions from a particular area of interest to another area of interest. When the variance of gaze sequence data in the sample is small, this method would uncover a meaningful “global” trend, a trend consistent across all the individuals. However, when the variance is large, this method may not enable researchers to understand the nature of the variance, or the “messiness” of data. In this paper, first, to overcome this challenge, we propose an innovative method of analyzing gaze sequence data. Utilizing the singular value decomposition, our proposed method enables researchers to reveal a “local” trend, a trend shared by only some individuals in the sample. Second, we illustrate the benefits of our method through analyzing gaze sequence data collected in an advertising study. Finally, we discuss the implications of our proposed method, including its capability of uncovering a hidden “local” trend in “messy” gaze sequence data.

Despite the continued and increasing relevance of public policy and regulatory issues in managerial marketing, legal topics related to marketing are often covered in little detail. “Business law” or “legal environment of business” courses typically address marketing issues superficially, while courses for marketing majors may include a few references to legal or regulatory topics as anecdotes or archaic history (e.g., Sherman Antitrust Act). Managerially germane topics such as consumer privacy, antitrust, consumer protection, product safety, or intellectual property may be cursorily included in an introductory business law course or principles of marketing course, but this does not insure connection of these concepts with “real life” significance. Many practical factors, such as globalization, and academic factors, such as those related to the establishment of a broad domain of research and conceptual development in “marketing and public policy,” have expanded the domain of marketing from a pure business orientation to one through which law, regulation, and public policy are worthy of more in-depth treatment of these topics in the tertiary marketing education curriculum. This paper outlines why and how “marketing and public policy” can be taught and how it can complement the broader curriculum of the business school. From the manager’s perspective, the legal environment of business often represents a series of challenges or impediments to the manager’s decisions and to a business’ success. At the same time, whether or not a consumer is aware of it, these same business impediments often represent protections to the consumer from financial or physical harm. Criminal sanctions in a global (or national) marketing context can include imprisonment for managers or multimillion dollar judgments against companies; this should provide sufficient incentive for marketing practitioners in the business community to develop an interest in marketing law, and this interest can be fostered through examples, cases, and student research. Public policy topics often compel decision makers to consider broad questions (“what is a market?”) as much as they must bear in mind matters related to consumers and competitors (“Is comparative advertising effective?”). Teaching marketing students to be concerned and informed about the law can produce marketing managers who are aware of their social and legal environments. Incorporating public-policy related examples across courses can also satisfy pedagogical objectives.

Consumer ethics (CE) is defined by Muncy and Vitell (1992) as the moral standards to guide consumers’ behaviors in obtaining and disposing of goods and services. Regarding ethical issues, consumers have concerns on human, animal or environmental welfare (Gregory-Smith, Smith, & Winklhofer, 2013). As Liu, Yang, and Zeng (2015) describe, unethical consumer behavior (UCB) may cause underlying damage to society, reflecting the dysfunctional, dark or sinister side of consumer behavior. In consumer ethics literature, early studies focus on discussing the dark side of consumer behavior or unethical consumer behavior (UCB), such as returning goods you damaged, taping a movie off the television, shoplifting, etc. (Vitell & Muncy, 2003), counterfeit consumption (Tang, Tian, & Zaichkowsky, 2014; Wilcox, Kim, & Sen, 2009). In last few decades, more attention has been given to the study of the bright side, for instance, green purchase (e.g., Lee, 2008 & 2009; Chan, 2008); sustainable consumption (Lee, 2014), or fair trade (Chatzidakis, Kastanakis, & Stathopoulou, 2016). Within the studies on the bright side of consumer ethics, some of them investigate consumers’ attitude towards green purchase and its relationship with green purchase intention and behavior (e.g., Chai & Chen, 2009; Chen & Chai, 2010; Cherian & Jacob, 2012; Han, Hsu, & Lee, 2009; Vermeir & Verbeke, 2006). Among these studies, the semantic-differential scale of attitudes towards green purchase (AGP) developed by Taylor and Todd (1995) is more commonly adopted (e.g., Chai & Chen, 2009; Chan, 2001, Chen & Chai, 2010; Mostafa, 2006 & 2007). This AGP scale contains three items, namely i) I dislike/like the idea of purchasing green products, ii) Purchasing green products is a bad/good idea, and iii) I have a/an unfavourable/favourable attitude towards purchasing a green version of a product. Some other studies on the bright side of consumer ethics investigate consumers’ intention to purchase different green products, such as organic skin/hair care product (Kim & Chung, 2011), organic food (Paul & Rana, 2012), the relationship between environmental concern and green products purchase (Kangun, Carlson, & Grove, 1991), ecologically packaged products purchase (Schwepker & Cornwell, 1991) or organic vegetables (Sparks & Shepherd, 1992). There are several green purchase intention (GPI) scales asking if respondents will buy product of green version, less polluting for ecology or environmental concern (Chan 2001; Chen & Chang, 2012; Taylor & Todd, 1995). Vitell and Muncy (2005) develop a consumer ethics scale with four categories of (un)ethical consumer behaviors, they are i) ethical consumer behaviors (i.e., recycling and doing good), ii) unethical consumer behaviors (i.e., actively benefiting from illegal activities [e.g., returning damaged goods when the damage was your own fault]; passively benefiting at the expense of others [e.g., lying about a child’s age to get a lower price], iii) questionable but generally legal practices [e.g., using a coupon for merchandise you did not buy], and iv) no harm/no foul activities [e.g., returning merchandise after buying it and not liking it]. In this scale, the ‘recycling’ and ‘doing good’ categories are similar to the Taylor and Todd’s (1995) AGP scale. It is quite surprising that there seems no research putting them together in studying green purchase intention. This conceptual paper attempts to fill this research gap. Conspicuous consumption, another type of consumption, also reveals some aspects of consumer ethics. It has been clearly defined that conspicuous consumption involves extravagant consumption (Veblen, 1899/1915), purchase of luxury goods (e.g., O’Cass & Frost, 2002; Shukla, 2008) or scarce products (Gierl & Huettl, 2010) to display wealth or to demonstrate personal taste (e.g., Blumer, 1969; Bourdieu, 1979/1984; Trigg, 2001). Extant literature illustrates that some terms are associated with conspicuous consumption behavior, such as ‘materialism’ (e.g., Podoshen, Li, & Zhang, 2011), ‘unnecessary expenses’ (e.g., Veblen (1899/1915), ‘conspicuous waste’ and ‘overconsumption’ (e.g., Carr, Gotlieb, Lee, and Shah, 2012; Chaudhuri, Mazumdar, & Ghoshal, 2011), ‘luxury consumption’ (Kwek & Lee, 2013), and ‘conspicuous taste’ (Bourdieu, 1979/1984). A relatively more complete scale of conspicuous consumption orientation developed by Chaudhuri et al. (2011) contains 12 items, which explicitly covers all items related to wealth, status and taste. With a closer look on the definition and the terms to describe conspicuous consumption, it is not hard to find out explicit remarks or implicit comments that various kinds of conspicuous consumption can be unethical, creating negative impacts in economical, socio-culturally and environmental contexts. First, conspicuous consumption can be a waste of economic resources. For instance, in conspicuous consumption feasting in Chinese communities, ordering more foods than enough would create wastes. Besides, conspicuous consumption is associated with impulse/impulsive buying (Zhang & Shrum, 2009). In modern economies with higher materialism, conspicuous consumption is highly related to expenditures of visible goods like high fashion clothing (O’Cass, 2001), jewelry, cars (Bloch, 1981; Charles, Hurst, & Roussanov, 2009), housing or mobile phones (Spero & Stone, 2004). Impulsive conspicuous consumption of new fashion in every season is another type of consumption creating more wastes. Second, conspicuous consumption can be harming to environment. For example, to demonstrate wealth or status, some people eat endangered species or killing wild animals, e.g., shark fin (Eriksson & Clarke, 2015), monkey or turtle. conspicuous consumption of clothing, ornaments or decorative items made of endangered species (e.g., ivory from elephant, skin from fox are also harming the nature. Given the ethical feature of conspicuous consumption is obvious, it is surprising that ethical issues of conspicuous consumption have yet been discussed prominently. Moreover, seldom of the studies in conspicuous consumption or CE discuss the bright side of conspicuous consumption. In fact, some types of consumption can be ethical and conspicuous. For instance, Griskevicius, Tybur, and Van den Bergh (2010), when they study conspicuous conservation, they prove that status competition can help promote pro-environmental behavior. Alike, Sexton and Sexton (2014) reveal the green buying of energy saving vehicles. There are in fact more examples of ethical and conspicuous consumption, like consumption of eco-friendly clothing, accessories or dining, etc. In this regard, if there are more conspicuous and green consumptions, e.g., eco-friendly vehicles, decoration material, clothing or cuisines, conspicuous consumption can facilitate the development of a greener and harmonious societies on the contrary. Nowadays, amid the proliferation of environmental protection ideology, more consumers are willing to have green purchase. If the purchases are also ‘socially visible’, we may call them as ‘conspicuous green purchase’. Following this logic, if consumers have a higher tendency in consumer ethics and conspicuous consumption, they may have a higher green purchase intention (GPI). This proposition may be particularly valid for branded fashion, visible consumer electronics, or vehicles. In conspicuous GPI, consumers can show off their wealth, fashion taste and conservation virtue through displaying green products or green purchase publicly. Recently, a sustainable consumption report published by the Consumer Council in Hong Kong (Consumer Council, 2016) reveals that Hong Kong people has a high level of awareness and purchase intention of sustainable products, but they have a low level in action taking. In this regard, perhaps, the conspicuousness in the consumption of green products can be an additional motivation to enhance consumers' purchase intention. Surprisingly, there seems no research to explore to find out the mediating effect of conspicuous consumption on the relationship between AGP and GPI. This conceptual paper tries to fill this research gap. To sum, this conceptual paper aims to explore the relationship between these four constructs, attitudes towards green purchase (AGP), consumer ethics (CE), conspicuous consumption (CC) and conspicuous green purchase intention (CGPI). More specifically, this paper tries to examine the mediating effects of CE or CC on the relationship between AGP and CGPI. Considering the discussion above, the following propositions are generated. P1: A person with positive AGP tends to have a higher CGPI than a person with negative AGP. P2: A person with a higher CE orientation (recycling and doing good) and positive AGP tends to have a higher CGPI than a person with a lower CE orientation. P3: A person with a higher CC orientation and positive AGP tends to have a higher CGPI than a person with a lower CE orientation. This conceptual paper has both theoretical and practical implications. It helps integrate four constructs, namely attitudes towards green purchase, consumer ethics, conspicuous consumption and green purchase intention in one study, building better theories in these areas. This paper also helps marketers of green products to pay more attention to the market segment that consumers are both ethical and conspicuous consumption oriented, hence conveying more appropriate promotion messages and selecting right channels of distribution. Finally, more green purchase would help us to make better societies with higher moral standard in consumption.

The world-wide need to reduce the energy used and the greenhouse gases emitted during cement manufacture has led to the pursuit of more eco-efficient materials, such as ground granulated blastfurnace slag(GGBS) and fly ash. Especially, GGBS is a by-product generated during the manufacture of pig ions. GGBS can be divided into water-cooled slag(WS) and air-cooled slag(AS). With comparison of WS, the AS is formed by allowing the molten slag to cool relatively slowly under ambient conditions. This study presents experimental findings on the mechanical and durability performance of cement concrete pavement with replacement of cement by WS and/or AS. In order to produce concrete specimens, total replacement of cement by GGBS(WS+AS) was fixed at 40% by mass. Concrete specimens were regularly monitored for the variation of mechanical properties such as flexural strength, compressive strength and initial surface absorption. In addition, in order to assess durability of concrete pavement with WS and/or AS, the chloride ion penetration resistance and scaling resistance tests were adopted, and the corresponding results were compared to those of plain concrete pavement. The test results indicated that the performance of concrete pavement was significantly dependent on the replacement level of WS by AS. Concrete specimens incorporating 20% replacement level of AS showed a poor mechanical performance, while 5% replacement of AS showed a beneficial effect both mechanical and durability performance. Especially, the 5% AS replacement led to the higher resistance of concrete pavement against frost-salt action. Based on the experimental results, the present study would be helpful to design high-performance cement concrete pavement.

The aged asphalt binder included in RAP due to the oxidative aging, repeated vehicle load, climate process affects to the recycled asphalt mixture property and performance (stripping, port hole and premature cracking initiation) after paving. The rejuvenator commonly is used to recover the aged binder in hot mix asphalt (HMA) containing RAP; the effect of rejuvenator in HMA had been proven according to many studies for over the past several decades. Also, there are many methods for using RAP in asphalt mixture in aspects of HMA, cold asphalt mixture (CMA) and worm mix asphalt mixture (WMA), and a foamed asphalt mixture is one of them. Employing the foamed asphalt manufacturing technology, the content of RAP in recycled asphalt mixture can be increased more. The objectives of this study are to evaluate of rejuvenator influence on foamed asphalt mixture using 100% RAP based on strength change of test sample and stiffness change of recovered binder from RAP and specimen. As the results, when rejuvenator was added to make foamed asphalt mixture, MS and ITS values decreased clearly as compared with the foamed asphalt mixture without rejuvenator use. The use of rejuvenator up to 6% showed a tendency of the decrease of strength and stability remarkably. The use of rejuvenator over 6% did not decrease the strength and stability. DSR test results, the use of rejuvenator in making a foamed asphalt mixture using 100% RAP showed a recovery effect of the foamed asphalt mixture. And recovered binder from the specimen that was made adding the 6, 12 and 18% rejuvenator showed lower stiffness obviously compared to the recovered binder from RAP adding same dosage of rejuvenator.

When there is a significant stripping in asphalt pavement, it is common practice to use a hydrated lime (HL) as an anti-stripping additive (ASA). However, since many asphalt plants do not have facilities for weighing and casting HL, they prefer to use of a liquid-type ASA (LA). Therefore, various brands of LAs which show proper anti-stripping function are currently developed, imported, and marketed in Korea. In addition to the anti-stripping effect, the HL has been known to give a significant age-retarding effect on paved asphalt in the field. Therefore, there was a question about whether or not the LA provides the same anti-aging effect as The HL. This study investigated anti-aging effect of the asphalt mixes which were prepared using both ASAs and short-term aged and long-term aged in the laboratory. The absolute viscosity was measured as an aging index from the binder recovered from the mixes after short-term aging (STA) and long-term aging (LTA) processes. The results showed that there was a significant higher aging found from the LA-added mix than the normal mix without any ASA. On the other hands, the mix with HL showed significantly lower ageing level than the LA-added mix and normal mix. The retardation of age-hardening by using HL was more effectively observed when the STA condition was stronger.

If asphalt-aggregate mixture is produced at a high temperature, the mixture will suffer a significant higher shortterm aging (STA) due to the elevated temperature. The binder in that mixture will be oxidized (aged) more than expected during STA due to the highly elevated temperature. The STA at the high-temperature level is one of the reasons why the hot-mix asphalt (HMA) mixture shows many distresses in the early stage of service life. In this respect, adopting warm-mix asphalt (WMA) technology is another advantage in the asphalt pavement industry. In this study, various levels of STA were used to evaluate aging levels of the binder in the mixture before and after STA. A gel-permeation chromatography (GPC) test was performed on the mixture particles without binder recovery to estimate the significance of aging for each case of STA. Statistical analyses were carried out to determine the difference in aging levels among STA temperatures. Statistical test results found that the aging level of the binder after STA was significantly higher than that of binders before STA at an α = 0.05 level. It was also found that the aging level of binders in the WMA mixture was significantly lower than that of binders in HMA after STA at an α = 0.05 level. It was observed that if an HMA mixture was produced at high-temperature STA, its aging level was estimated to be approximately four years in service.

There are some places such as bridges in the heavily industrialized area where the pavement should have a strong resistance against heavy axle loading and waterproof function. In those places, many polymer-modified asphalt (PMA) pavements were applied to protect premature cracking, severe rutting and water intrusion without success. Therefore, a much tougher pavement material with waterproofing function was developed for those places. This study evaluated important properties of the special type asphalt mixture which is highly condensed to be almost void-free condition. A high-quality PMA binder with PG82-34 grade was used for preparing the mixture and the optimum binder content was determined to allow near 0% air void in the mix design. The deformation strength(SD) by Kim Test and rut depth by wheel tracking test were measured at 60℃ as high temperature properties. The flexural strength and fracture toughness was measured at -10℃ as low temperature property. The void-free AC showed the higher performance in all four properties than any other asphalt concretes which were prepared for comparison. Therefore, it was shown that the normal concern about limiting air voids within 3-5% was just an apprehension. The void-free AC can be applied for heavy duty pavement on the bridge where the water-proofing function and higher rutting and cracking resistance are required.

It is well known fact that the filed asphalt mixture is aged in the truck while hauling and queuing for one to four hours before dumping to the hopper of the paver. This aging, which is called short-term aging (STA), affect the physical and mechanical properties of asphalt mixture. For example, the maximum theoretical density of mixture is changed before and after STA. Therefore, when the asphalt mixture specimen is prepared for testing various physical and mechanical properties in laboratory, the mixture should be STA conditioned by a most-likely STA condition of the field. This is the reason why the STA should be performed properly. This study initiated to investigate STA conditioning protocols, set forth many agencies in the world, and to suggest a proper STA protocol which simulates field HMA condition as most likely as possible. According to this study, it was suggested that the blended loose mix for one specimen poured in a canister should be kept in a drying oven (no forced draft) without cap at 163±2℃ and for 70±15 min for normal HMA mix. This protocol was suggested based on that the absolute viscosity level of the recovered binder after STA should be a similar level of the same binder after a standard RTFO run.

본 연구는 공기주입 이중피복온실과 관행 이중피복온실의 생육환경과 단열성능을 비교하기 위하여 수 행하였다. 두 온실의 온도, 상대습도, 포차, 이산화탄소농도, 일사량, 딸기 생산량 및 난방연료소비량을 비교하 였다. 공기주입온실이 관행온실보다 야간에 상대습도가 더 높고 포차는 더 낮게 나타나 딸기의 생육에 좋지 않은 환경을 보여주었다. 이산화탄소농도는 공기주입온실이 관행온실보다 더 높게 나타났으며, 이는 공기주입 온실이 더 밀폐되어 있어 환기량이 적기 때문인 것으로 판단된다. 관행온실의 광투과율이 77%로 공기주입온실 의 72%보다 더 높아 관행온실의 광환경이 더 우수한 것으로 나타났다. 관행온실의 딸기 생산량이 더 높게 나 타났으며, 이는 관행온실의 생육환경이 공기주입온실보다 더 우수한 결과로 판단된다. 난방연료는 공기주입온 실에서 더 적게 소모되어 공기주입온실의 단열성능이 더 우수한 것으로 나타났다.

The concept of deep borehole disposal (DBD) for high-level nuclear wastes has been around for about 40 years. Now, the Department of Energy (DOE) in the United States (U.S.) is re-examining this concept through recent studies at Sandia National Laboratory and a field test. With DBD, nuclear waste will be emplaced in boreholes at depths of 3 to 5 km in crystalline basement rocks. Thinking is that these settings will provide nearly intact rock and fluid density stratification, which together should act as a robust geologic barrier, requiring only minimal performance from the engineered components. The Nuclear Waste Technical Review Board (NWTRB) has raised concerns that the deep subsurface is more complicated, leading to science, engineering, and safety issues. However, given time and resources, DBD will evolve substantially in the ability to drill deep holes and make measurements there. A leap forward in technology for drilling could lead to other exciting geological applications. Possible innovations might include deep robotic mining, deep energy production, or crustal sequestration of CO2, and new ideas for nuclear waste disposal. Novel technologies could be explored by Korean geologists through simple proof-of-concept experiments and technology demonstrations.