With competition among hotel brands intensifying more than ever before, there has been a burgeoning interest in the hospitality industry on the topic of brand love. However, progress of brand love research in hotel context has been limited and investigation on antecedents of brand love has mainly focused on affective and relational aspects, while neglecting cognitive aspects of brand love. Therefore, the objective of this research was to illuminate the importance of brand love's cognitive aspect by identifying cognitive brand loyalty as a necessary component of brand love in hotel context. In addition, present research suggests that by inducing cognitive engagement among customers, hotel brands can attain cognitive brand loyalty from customers, which in turn derives brand love. To achieve the research objective, a questionnaire with items measuring brand love, cognitive brand loyalty and two aspects of cognitive engagement, cognitive attention and cognitive absorption, was distributed to 300 individuals through Amazon Mechanical Turk. Brand love was measured with scale adapted from Carroll and Ahuvia (2006), cognitive brand loyalty was measured using items introduced by Back and Parks (2003), and cognitive engagement elements were measured using items developed by So, King and Sparks (2014). In analyzing the data, structural equation modeling method was used. The findings of the study indicate that the effect of cognitive brand loyalty on brand love is significant and that the relationship between cognitive attention and cognitive brand loyalty is also positive and significant. However, the relationship between cognitive absorption and cognitive brand loyalty was positive only at a marginally significant level. As a result, the indirect effect of cognitive attention on brand love was positive and significant yet, the indirect effect of cognitive absorption on brand love was insignificant. This study enriches the brand love literature’s spectrum by illuminating the importance of brand love’s cognitive aspect. However, it is important to note that the focus is not necessarily on the cognitive processing or the standards, but on the cognitive engagement experience. In addition, because customers generally process information most heavily during the booking process, present research brings out managerial implications for hotel brands to direct more customers to their own brand website rather than the online-travel-agency( OTA) website. For instance, the results of present research illustrate that price discount or additional amenity are not enough to develop brand love. Rather, hotels should provide loyalty members who book directly through brand sites with more enjoyable, creative, and relevant to self-room shopping experience.

새싹삼의 유효성분 및 진세노사이드를 함유한 발효주 제조를 위해 3단계로 나누어 각 2일씩 발효 증량하면서 발효주를 제조 한 후 전처리 방법을 달리한 새싹삼(CO, 무첨가 대조군; GP 새싹삼 분쇄물 첨가; WEP, 새싹삼 물추출물; EEP, 새싹삼 효소분해 추출물)을 발효주의 총 무게 대비 6%씩 함유하도록 첨가하여 6일간 숙성시키면서 이화학적 특성을 분석하였다. 3단계까지의 담금 과정에서 알코올 함량은 담금 단계가 이어질수록 높아졌으며, pH는 낮아지고, 산도는 증가하는 경향이었다. 3단계 담금 후 6일간의 숙성 동안 알코올 함량은 서서히 높아졌으며, pH는 서서히 낮아지고 산도가 증가하였다. 숙성 6일 동안 환원당 함량은 감소하는 경향이었는데, 특히 숙성 2일에 급격하게 함량이 감소하였다. 총페놀화합물의 함량은 숙성이 진행됨에 따라 점차 증가하는 경향이었다. 발효주의 숙성 중 진세노사이드는 Re가 가장 높은 함량이었으며 다음으로 Rg1과 Rh1의 순으로 함량이 높았고, 그 외의 진세노사이드는 일부 시료에서만 검출되었으며, 그 함량도 낮았다. 숙성 초기의 진세노사이드 함량은 GP와 EEP가 WEP에 비해 더 높았으나 숙성기간의 경과와 더불어 점차 감소하여 숙성 6일후에는 WEP에서 총진세노사이드의 함량이 가장 높았다. 숙성기간 중 ABTS 라디칼 소거활성은 숙성 기간의 경과와 더불어 증가하는 경향이었으며, 숙성 6일에는 62.64-64.71%로 서로 간에 유의적인 차이가 없었다. 이상의 결과로부터 볼 때 담금이 진행 된 후 첨가된 새싹삼은 전처리 방법에 관계없이 발효주의 기초 품질에는 영향을 미치지 않았으나 진세노사이드 함량을 기준으로 볼 때 50℃ 정도의 저온에서 추출한 물추출물을 첨가하는 것이 가장 적절할 것으로 판단된다.

This study was performed in order to determine the effect of roasting (160 for 0, 30, 60, 90 min) on the physicochemical characteristics and antioxidant activity of hot water extracts of dried Liriope platyphylla. With respect to Hunter’s color value, lightness and yellowness decreased roasting time increased. The difference (ΔE value) in lightness, redness and yellowness was 15.88 and 22.94 for 30 and 60 min. The 30 min roasted sample contained more soluble solid content (12.7 °Brix) than other samples. The pH and acidity of the 60 min roasted sample were 5.06 and 0.14%, respectively. The highest contents in reducing sugar and total phenolic compounds contents was obserned in the 60 min roasted sample (17.68, and 35.01 g/100 g, respectively), and flavonoid content was the highest in the 90 min roasted sample (10.53 mg/100 g). The crude saponin content of the 90 min roasted sample (21.90 mg/100 g) was higher than that of others samples (8.0-15.36 mg/100 g). Moreover, ginsenosides such as Re, Rg3, and Rh2, were detected, among which the Rh2 content was the highest. The 2,2-diphenyl-1-picrylhydrazyl (DPPH) radical scavenging activity (31.64-53.72%), 2,2'-azinobis(3-ethylbenzothiazoline)- 6-sulfonic acid (ABTS) radical scavenging activity (61.59-96.71%), and the ferric reducing antioxidant power (72.38-183.11%) were higher in the roasted samples than in the control group. As a result, we confirmed that roasting increased the amount of active compounds, which increased the yield of useful extract.