본 계획은 백두대간의 생태 및 문화를 체험할 수 있는 테마공원을 조성하고 백두대간의 통합적 관리와 연구를 위한 거점을 확보하고자 하는 것이다. 계획 대상지는 백두대간의 남단인 지리산 자락의 전라북도 남원시 주천면 일원으로 474,709㎡의 규모이다. 계획은 다음과 같은 사항을 고려하여 수립하였다. 첫째, 생태적 측면에서 백두대간의 보전 문제와 상충되지 않으며 환경 파괴가 최소화되는 적지를 선정하였다. 둘째, 경제적 측면에서 수익의 지속성과 유지관리비용의 적정성을 유지할 수 있는 시설을 도입하였다. 셋째, 중심적 측면에서 백두대간에 대한 통합적 연구 및 관리를 위한 중심공간으로서의 기능을 확보할 수 있는 시설을 도입하였다. 본 생태·문화공원이 지리산 통합문화권의 개발을 촉진하며 지리산 주변 농촌으로 지역경제 활성화의 파급효과가 확산될 수 있도록 백두대간의 생태·문화자원을 전시하며 직접 체험할 수 있는 시설을 선정하였다. 또한 교육·관광·휴양 및 오락성을 동시에 지니는 복합 공간으로 조성하여 다양한 연령과 계층이 참여할 수 있도록 하였다.

본 연구는 전주시 도심부와 한옥마을을 중심으로 문화재별 현상변경 허가기준이 고시되기 이전에 진행된 문화재보존 영향검토 자료에 대한 분석을 토대로 유사한 심의환경을 지니는 고도지구에서 이루어지고 있는 심의절차의 개선방안을 제시해보고자 하는 목적을 지니고 있다. 익산고도의 보존육성지구에서 이루어지고 있는 건축행위에 대한 위원회의 심의내용은 그 형식이나 내용 측면에서 많은 부분이 규모, 배치, 입면, 색채, 재료 등을 중심으로 진행된 문화재보존 영향검토와 유사하게 운영되고 있다. 특히 분석대상지로 선정된 전주시 도심권과 한옥마을 일대는 문화재중심의 역사경관 보존관리를 위한 각종 규제와 전주한옥마을 조성을 위한 기반시설사업과 주민지원사업이 함께 공존하고 있는 곳으로 익산 고도지구와 유사한 여건을 지니고 있다. 분석 결과 ①위원회의 전문분야 구성의 문제, ②심의결과의 지역적 편파성, 즉 한옥마을과 도심지역 심의결과 사이의 편차, ③역사경관 보존·관리와 연계하여 표현되는 심의내용의 모호성과 ④지구 단위의 맥락적 특성을 고려하지 못한 국부적 심의내용이 지니는 한계 등의 문제점이 도출되었다. 역사경관 관리를 목적으로 진행되는 건축행위에 대한 개별 심의절차는 단순한 문화재 자체의 보존이나 신청 건축물의 디자인적 특성 이외에 문화재 보호는 물론 지구·도시단위의 역사성과 토지이용 여건 및 활동특성, 그리고 외부공간을 포함한 맥락적 특성 등이 어우러진 역사경관 관리라는 총체적 틀 속에서 바라볼 필요가 있다.

본 연구는 현지조사 및 문헌조사를 통해 전라남도 곡성군 동악산(736.8m) 일원의 청류동, 고반동 그리고 원계동 3개의 계곡에 펼쳐진 구곡의 실체를 확인하고, 의미 및 경관특성 등을 조명함으로써 곡성군 구곡 문화경관의 보존과 활용 그리고 동악산 휴양자원으로 활용될 수 있는 기초자료 제공을 목적으로 시도되었다. 주요 연구결과는 다음과 같다. 동악산 계곡 일원은 곳곳에 폭포와 담(潭), 소(沼) 등 계류 암반경관을 보여주고 있는데, 특히 성리문화의 전형으로 향유되어온 구곡문화가 실증적으로 대입된 청류계곡 일명 도림사계곡은 “三南第一巖盤溪流 淸流洞”이란 곡성현 ｢1872년 지방도｣에서의 표현과 같이 풍치가 탁월한 승경처임을 축약적으로 보여준다. 동악산 일원에 펼쳐진 청류·고반·원계구곡의 암반과 암상에는 경물(景物)과 경구(警句: 주제어), 시문 등이 바위글씨로 음각(陰刻)되어 있는데, 특히 청류구곡은 경물과 경구가 육로와 수로(물길)에 쌍(雙)으로 설정된 특수성과 정체성을 갖는다. 이들 구곡은 일제 강점기에 정순태와 조병순의 주도로 명명된 것으로 판단되는데, 불교지도자, 실학자, 독립운동가 등 선현들의 장구지소, 유상처 등이 다수 설정된 것으로 볼 때 오래전부터 명인들의 산수탐방과 은일처로 활용된 것으로 판단된다. 전남지역에서 유일하게 확증된 동악산 구곡에는 국내에서 가장 많은 총 165건의 바위글씨의 집결지로, 그 내용은 성리학적 가르침 등 수신(修身)의 의미를 담는 내용, 인명, 경물과 경색, 장구지소 등이다. 이 중 ‘鮮史御帝(고종황제)’, ‘保家孝友(고종황제)’, ‘萬川明月(정조대왕)’, ‘非禮不動(명나라 숭정황제)’, ‘思無邪 (명나라 의종)’, ‘百世淸風(주자)’ 그리고 ‘淸流水石 動樂風景(흥선 대원군)’ 등 인구에 회자(膾炙)되는 명인들의 명구들이 망라된 동악산 구곡 권역의 바위글씨는 유가미학적 정신이 반영된 상징적 의미를 표출함은 물론 예술성 또한 탁월한 예술문화경관의 보고(寶庫)이다. 3개 구곡원림 권역의 바위글씨 식별성 제고 및 문화경관 가치 인식 제고차원에서 전통기법인 주칠(朱漆)의 활용, 유상곡수와 다양한 형태의 시회(詩會)와 같은 풍류문화의 전승 및 트레킹코스로서의 연계 등 휴양자원의 활용방안이 수반할 것이다. 더불어 구곡원림을 포함한 동악산 권역의 종합적 학술조사를 통하여 도립공원과 국가 지정문화재 명승 지정과 같은 명소화 전략 및 보존관리에 대한 제도적 장치 마련이 시급히 요구된다.

Pleurotus has increased rapidly production and consumption because of highly nutritional value, natural healthy food and so on. The basic studies for Pleurotus need for development of mushroom industry. This study was to investigate the cultural characteristics among 15 strains of 6 species and to analyze their phylogenetic relationships. The cultural characteristics were investigated by mycelial growth activity at different media, temperature and pH. The optimum media for mycelial growth were YM and MCM in most species. The optimum temperature for mycelial growth were 25˚C and 30˚C. The optimum pH for mycelial growth were widly range from pH 5.1 to 7.4. Through the RFLP (restriction fragment length polymorphism) of IGS (intergenic spacer) I region in ribosomal DNA, it was analyzed phylogeny of interspecies and intraspecies. Each species was discriminated well as isolates within each species formed clade to be distinguished other species. P. florida was highly similar to P. floridanus, and P. flabellatus was P. cornucopiae. P. fuscus var. ferulae was highly similar to P. eryngii but discriminated different species in analysis of RFLP of IGS I region and showed different characteristics in mycelial culture. RFLP of IGS I region was useful of studying phylogenetic relationships of species and population.

교양교육은 영어의 ‘liberal education’을 우리말로 번역한 용어로 자유 교육이라고도 한다. 이는 사회적 유용성과는 거리가 먼 인간의 정신을 자유롭게 하는 교육이다. 현재 대학의 교양교육도 중세 대학 교양교육과 유사한 개념으로 전공 내용을 보다 효율적으로 이수할 수 있는 기초 능력 배양과 인간다운 삶을 살아갈 수 있는 기본적인 교양을 갖는 것이라고 할 수 있다. 그런데 최근에 들어 종래의 대학 교양 한문 강좌에 변화가 나타나고 있다. 문･사･철을 막론하고 한국･중국의 고전을 망라했던 ‘한문’ 강좌는 줄어드는 반면 ‘한자’ 강좌가 눈에 띄게 증가하고 있으며, ‘교양’ 또는 ‘기초’라고 명명되었던 강좌명도 ‘실용’이나 ‘생활’로 바뀌고 있다. 이른바 지성의 전당이라는 대학에서도 한자가 어엿한 과목의 하나로 개설되는 시대가 도래한 것이다. 즉, 이러한 한자교육과 관련된 교양 과목의 개설은 지금까지 대학에서 敎授 되었던 漢字로 기록된 文言文인 한문 고전에 대한 학습 보다는 ‘실용’, ‘생활’과 같이 학습자들에게 실제적이고 현실적인 필요를 반영하고 있다고 할 수 있다. 이는 곧, 漢字나 語彙 학습을 통해 올바른 언어생활과 다른 교과 학습에 도움이 되는 기초 능력 향상에 중점을 두고 있다는 것을 의미한다. 따라서 본고는 대학의 교양 과목으로 운용되는 교양 한문의 현황과 대학 현장에서 사용되고 있는 교재를 검토해보고 이에 따른 문제점과 개선방안을 살펴볼 것이다.

본 연구의 목적은 교정시설과 소년원학교에서 실시하고 있는 문화예술교육의 효과성을 검증하는 것이다. 문화예술교육 프로그램은 각 시설별로 주 1회, 총 30회로 진행되었다. 프로그램의 효과성은 양적 및 질적 측면에서 평가되어졌다. 양적 측정의 경우, 실험집단과 비교집단의 사전- 사후 비교분석의 준실험설계로 진행되었으며, 통계적 검증을 위해 ANCOVA 분석이 실시되었다. 분석결과 프로그램에 참여한 집단의 수용자들은 스트레스가 비교집단에 비해 통계적으로 유의미하게 줄어들었으며, 사회성과 문화예술 선호성 그리고 자기조절력에서 유의한 향상을 보였다. 또한 수용자들의 인터뷰 내용을 질적으로 분석한 결과, 문화예술교육은 즐거움을 주는 기다림, 자신의 발견, 자신감, 함께하며 편안함을 주는 교육이라고 구조화할 수 있었다. 이러한 결과는 교정시설/소년원학교에서 진행하고 있는 문화예술교육 프로그램은 교정시설 내 인지적, 사회적, 예술적 역할로서의 유용성을 말해준다고 하겠다.

한국과 중국, 일본의 국내외 문화산업 환경은 동북아의 문화산업교류 및 협력 가능성에 시사하는 바가 크다. 제조업과 마찬가지로 비교우위 및 비교열위부분을 상호 보완적으로 교류한다면 경제적 실익을 기대할 수 있기 때문이다. 첫째, 한국의 경우 중·장기적 전략으로서 강점과 기회의 조합을 통한 문화콘텐츠 교류협력으로 경제적 실익을 극대화해야 할 것이며, 중·단기적 전략으로서는 약점을 강점으로 전환시키거나 극복하기 위한 자체적 노력이 필요하다. 둘째, 중국의 경우 중·장기 전략으로서 강점 및 기회를 최대화하는 전략과 중·단기전략으로서, 약점부분에서는 중국자체의 노력 또는 한국 및 일본과의 교류협력통한 체질개선과 위협부분에서는 한국 및 중국, 일본과의 합작투자 및 공동제작 등을 통해 위협부분을 최소화 또는 기회로 전환할 필요가 있을 것이다. 셋째, 일본의 경우 마찬가지로 중·장기 전략으로서 일본의 강점과 기회를 최대화하는 전략이 바람직할 것이다. 중·단기 전략으로서는 약점부분은 일본자체의 노력 또는 중국 등 해외시장 진출교두보 마련 등을 통해서 극복하는 것이다. 그리고 위협부분은 한국 및 중국, 일본과의 합작투자 및 공동제작 등을 통해 최소화거나 교류협력의 기회로 전환할 전략마련이 바람직할 것으로 본다.

This study aims to develop motifs and patterns for fashion cultural product designs in order to promote the Iksan Seodong Festival, which is the most representative festival in Iksan region. The motifs and patterns developed in this study can be used to introduce the distinct traditional culture depicting the legendary Seodong tale. This study used Adobe Illustrator CS4 and Adobe Photoshop CS4 to reconstruct the lotus motifs found from the green-oiled-lotus-motif rafter tile, the atrifact from Iksan Mireuksaji Museum. This lotus motif and the motif based on the Iksan City's logo were applied to a repeating pattern with colorways using the CMYK found from the Iksan city's logo. A total of 24 product designs, including 8 necktie designs, 8 scarf designs, and 8 T-shirts designs, were presented for fashion cultural products. The designs developed in this study can promote not only the local Iksan culture but also the national image of Korea on a global scale.

오늘날 한국 교회가 처한 문화적 상황은 서구교회 못지않게 선교지화하고 있다. 이런 상황에서 선교적 교회 논의는 한국의 문화적 상황에 대해서 시사하는 바가 크다. 특히 전통 문화와 근대 그리고 탈근대 문화가 혼재한 한국사회는 세계화와 정보화의 급류 속에서 더욱 다문화 사회로 그리고 다원사회로 변모하고 있다. 특히 젊은 층 가운데 두드러지게 나타나는 기독교에 대한 높은 반감과 무관심은 그들에 대한 전도를 힘들게 하고 있다. 이러한 한국상황 속에서 전도와 사회봉사의 사역을 효과적으로 감당하기 위해서는 단순한 전도적 접근법을 넘어서서 선교적(missional) 접근법을 취해야 한다. 선교적 접근법은 먼저 성육신적인 방법으로 지역사회에 거주하는 불신자들에게 다가가며 그들과 관계를 맺는 데서부터 출발한다. 선교적 회중들은 자신의 교회문화보다도 불신자들의 문화를 존중하고 그들이 알아들을 수 있는 언어와 개념으로 복음을 소통하고자 노력한다. 그들은 먼저 불신자들과 편안한 만남이 가능한 근접공간을 만들고자 노력한다. 또한 민간, 정부, 복지기관, 기업 등 지역사회의 다양한 주체들과 공동 프로젝트를 추진함으로 지역사회의 복지와 유익을 추구하며 협력관계를 개발한다. 더욱이 지역사회에 긴요한 영리사업을 추구함으로 해당 사회의 유익을 구하는 한편, 불신자들과의 접촉점을 개발하는 가운데 선교적 목적을 이루고자 한다. 이처럼 선교적 접근법은 다양하게 불신자들과 접촉하며 관계를 개발하는 가운데 자생적 신앙 공동체를 이루고자 한다. 선교적 공동체는 복음과 지역사회 문화와의 선교적 대면을 추구한다. 선교적 회중들은 먼저 지역사회 문화 속에 함께 거주하는 자로서 복음을 접하게 된다. 그들은 자신의 내면에서 복음과 문화의 내면적 대화를 통해서 문화에 의해서 형성된 가정들과 전제들을 복음의 관점으로 전환하는 작업을 수행한다. 이러한 내면적 대화는 교회 밖의 불신자들과 외적인 대화를 나누기 위한 전제이며 선결조건이다. 선교적 회중의 내면에서 일어난 복음과 문화의 내적인 대화는 그들로 하여금 교회 밖에 있는 불신자들이 동일하게 복음을 붙잡고 또 복음에 의해서 붙잡힐 수 있도록 해석학적 렌즈를 제공하거나 불신자들에게 친숙한 용어로 복음을 전달할 수 있게 해준다. 복음과 문화의 대면에서 중요한 부분은 상호간에 공통점을 찾는 일이다. 그러한 공통점은 복음을 전하는 데에 있어서 중요한 접촉점을 제공하기 때문이다. 이미 지역사회 속에는 개인주의로 허물어가는 공동체를 살리기 위한 다양한 노력들이 시도되고 있다. 그리고 대가족중심의 복지체계에서 정부중심의 복지 시스템으로 변화하는 가운데에서 많은 복지적 욕구가 분출되는 상황이다. 이러한 지역사회 상황은 “네 이웃을 네 몸과 같이 사랑하라”는 명령을 받는 선교적 회중들이 그 명령을 따르기에 좋은 토양이다. 지역사회 속에서 봉사와 섬김의 사역을 실천함으로써 공신력을 회복시키며 지역사회로부터 좋은 호응을 받고 있는 많은 교회들이 있다는 점은 매우 고무적인 일이다.하지만 복음과 문화의 대면에서 간과해선 안 되는 점은 양자 간의 차이점이 분명하게 나타날 경우이다. 그럴 때 돌이키고 회개해서 문화적인 관점과 가치관을 복음적인 것으로 바꾸어 나아가는 작업이 지속적으로 필요하다. 교회는 대조사회로서 초월의 세계로부터 오는 주님의 음성을 듣고 응답하는 공동체이다.

Saung Angklung Udjo (SAU) is recognized as a cultural tourism destination in Indonesia. The aim of this paper is to study the consumer personal value toward SAU. This research reported that consumers perceived angklung as an unique and attractive musical instrument and felt very satisfied to performance in SAU.

With increasing competition in the global marketplace and the shift marketing activities from product-centered to consumer-centered, companies make efforts to collect information on overseas markets and global consumers prior to the initiation of new marketing activities. The concept of customer equity has been introduced as a tool to continously secure customers and create profits in the future. These trends also play an important role in the fashion industry since many fashion brands are growing into global companies, but need to adapt their innovative marketing strategies to different market environments, such as cultural settings. For this reason, more understanding of the individual consumers and the responses to marketing strategies is required. Furthermore, the trend cycle of SPA brands tends to be very short, so corporate profitability is highly sensitive to consumers’ attitudinal changes. The purpose of this study is to investigate the role of cultural value in the global customer equity model focusing on SPA brands. For that, fashion SPA brands which are active globally will be selected and surveys will be distributed in several countries in order to compare and analyze the impact of cultural value on customer equity. The expected results of this study will contribute to the global market segmentation in terms of improved marketing efforts. Marketers will be able to understand which one of the three customer equity drivers – relationship, value, brand – is most important to the cultural setting. Furthermore, the findings will indicate which cultural value is most dominant in the respective country to direct marketing approaches towards these values. Through this improved knowledge over customers, companies can lower their marketing investments, analyze the individual profitability of customers to their company and communicate in more efficient ways to the customers. By gaining more knowledge about the consumer behavior in the respective country, SPA brands will be able to better understand product preferences and purchase patterns and therefore plan product style and life cycles in more efficient ways, which is crucial in such a fast continously changing marketplace. In this way, this study extends the research scope towards a cultural perspective on customer equity.

Using an experimental design and controlling for sponsor-sponsee fit perceptions, it is investigated how an individual’s cultural interest impacts on a cultural sponsor’s reputation. Results display that cultural interest exerts a negative impact on the likeability dimension of a cultural sponsor’s reputation.

The world has changed dramatically, and the concern with regard to environmental and social impacts of economic activity have become hot issues that have been extensively discussed. Many marketers are applying sustainability as the part of their CSR and consumers are becoming more involved in ethical value of sustainable issues. However, yet, most people still perceive sustainable products as “alternatives” due to various reasons like price, design or simply unfamiliarity with the brand (Niinimaki, 2010). In a current situation where more and more brands are coming to the market offering the variety of choice of sustainable product, brand popularity can be a signal, or cue that help consumers to decide those of unfamiliar sustainable brand because brand popularity can influence the evaluation and decision in the sense that consumers perceive popular brand not only as trustworthy, but also superior to others (Dean, 1999).In terms of brand popularity, “popular” brands tend to acquire more favorable evaluations and larger user shares with, rather than without the popularity component. However, with such characteristics, brand popularity concept can be used within a cue utilization theory, which suggests that products consist of an array of cues (extrinsic and intrinsic) that serves as indicators of quality for consumers when they make decisions related to the product (Olsen, 1972), delivering brand popularity by extrinsic cue through advertising. In addition, the signaling theory suggests that when brand is ranked as popular, consumers assume there are trust and confidence behind the brand, which reduce their level of uncertainty (Dean, 1999). As such, while it has been argued that this cue could be useful as it provides a certain value to consumers and influence their opinion about the brand and, consequently, purchase decision, up to now, there are little studies that use the brand popularity concept as extrinsic cue.Along with the issue of brand popularity, although different consumers around the world make their decisions based on their own mental or physiological orientation, and the difference among consumer behavior has been widely studied and reported, yet, most of sustainable marketing campaigns are made in the similar fashion, without adapting them to specific traits of consumers in different countries. However, in order for sustainable The world has changed dramatically, and the concern with regard to environmental and social impacts of economic activity have become hot issues that have been extensively discussed. Many marketers are applying sustainability as the part of their CSR and consumers are becoming more involved in ethical value of sustainable issues. However, yet, most people still perceive sustainable products as “alternatives” due to various reasons like price, design or simply unfamiliarity with the brand (Niinimaki, 2010). In a current situation where more and more brands are coming to the market offering the variety of choice of sustainable product, brand popularity can be a signal, or cue that help consumers to decide those of unfamiliar sustainable brand because brand popularity can influence the evaluation and decision in the sense that consumers perceive popular brand not only as trustworthy, but also superior to others (Dean, 1999). In terms of brand popularity, “popular” brands tend to acquire more favorable evaluations and larger user shares with, rather than without the popularity component. However, with such characteristics, brand popularity concept can be used within a cue utilization theory, which suggests that products consist of an array of cues (extrinsic and intrinsic) that serves as indicators of quality for consumers when they make decisions related to the product (Olsen, 1972), delivering brand popularity by extrinsic cue through advertising. In addition, the signaling theory suggests that when brand is ranked as popular, consumers assume there are trust and confidence behind the brand, which reduce their level of uncertainty (Dean, 1999). As such, while it has been argued that this cue could be useful as it provides a certain value to consumers and influence their opinion about the brand and, consequently, purchase decision, up to now, there are little studies that use the brand popularity concept as extrinsic cue. Along with the issue of brand popularity, although different consumers around the world make their decisions based on their own mental or physiological orientation, and the difference among consumer behavior has been widely studied and reported, yet, most of sustainable marketing campaigns are made in the similar fashion, without adapting them to specific traits of consumers in different countries. However, in order for sustainable brand to become main stream it is important to understand how the traits of consumers from other countries differ. Thus, it is important to understand the cultural difference in terms of marketing.Therefore, this study adapts brand popularity concept as an extrinsic cue that serves as a certain indicator for consumers (Dean, 1999) and consumer decision making styles as mental characteristics for shopping orientation (Sproles & Kendall, 1986) in order to see cross-cultural difference in consumers’ perception of sustainability brand among 3 countries: Korea, China and Russia. Choice of countries is not only resulting from the difference in behavior and attitudes towards sustainable consumption of Greendex (National Geographic & Globescan, 2013), but also, the difference among countries even when belonging as a part of Asia. Thus this study investigates overall consumers’ decision making style among three countries of South Korea, China, and Russia to find the effect of brand popularity on brand evaluation. Additionally, the moderating effect of fashion leadership and sustainability involvement was preceded. From this, it aims to provide implication for positioning and marketing sustainable brand in accordance to the difference consumer segmentation. A study was designed to determine which dimensions of consumer style inventory of country are most frequently associated in accordance to countries and whether brand popularity had affect on purchase intention of sustainable brand. The hypotheses were tested with a data set developed form field survey. The study was conducted cross-nationally in Korea, China, and Russia using online and offline survey. The survey questionnaire reflected a quasi-experimental design. The between-subjects design employed consisted of two between-subject factors of brand popularity and consumer decision-making style. The factor brand popularity had two levels: one provided with a brand popularity ranking as an extrinsic cue and one without. The resultant questionnaire was pretest by natives before distributing. No discrepancies among the surveys were reported. The consumer decision making style had three levels of Korea, China, and Russia. The questionnaire was pretest by 30 fashion marketing researchers before distributing. Of the 376 samples collected, 6 were returned incomplete. An additional 18 samples were deleted for further analysis as the answers were unusable. In total 352 samples – 113, 121 and 118 samples from Korea, China and Russia respectively – were subjected for final analysis.A one-way MANOVA revealed a significant multivariate main effect for consumer decision making style of the nation (Pillai’s trace = .23, F (10, 676) = 9, p <. 000). Given the significance of the overall test, the univariate main effects were examined. Significant univariate main effects for consumer decision making style of nation were obtained for quality (F = 6.95, p <.01), for uniqueness (F =7.54 , p <.01), for favorability (F =6.94 , p <.01), and for purchase intension (F =4.33 , p <.05). Significant nation pairwise differences were obtained in popularity among Korea, China, and Russia. In case of Korea, the effect of brand popularity yielded significantly higher mean score when it was presented. However, for China, the effect of brand popularity was significant as well (Pillai’s trace = .10, F (5, 114) = 2.45, p <. 05). Meanwhile, the outcome of Russia had different aspect to the prior two countries with no significant difference at all. The t-test provides evidence to support the claim that the effect of brand popularity differs according to the consumer decision making style of nations. Participants were placed into "high" or "low" fashion leader groups on the basis of previously obtained attitude. The group was divided according to the mean value (X = 2.98). Significant nation pairwise differences were obtained in fashion leadership among Korea, China, and Russia. In case of Korea, the effect of fashion leadership was not shown significant. However for China, the effect of fashion leadership was significant (Pillai’s trace = .31, F (5, 114) = 10.27, p <. 001). Russia also had dramatic effect of fashion leadership (Pillai’s trace = .12, F (5, 110) = 3.03). Significant nation pairwise differences were obtained in sustainability involvement among Korea, China, and Russia. The significant dependent variables appear differed by nations. In case of Korea, the effect of sustainability involvement was significant (Pillai’s trace = .17, F (5, 105) = 4.33, p <. 01). Similarly, the effect of sustainability involvement in China was significant (Pillai’s trace = .20, F (5, 114) = 5.82, p <. 001). The result of Russian was not significant. This study examines the overall effect of brand popularity and consumer decision making styles among three countries: South Korea, China, and Russia on customer evaluation of sustainable brand with the moderate role of fashion leadership and sustainability involvement. This study found that the effect of brand popularity differs according to the consumer decision making style of nations, fashion leadership, and sustainability involvement. Thus, consumer culture should be considered when applying such communication strategy. The result revealed that first hypothesis that brand popularity will affect consumer evaluation on the sustainable brand was denied. This can be explained due to the experimental condition of this study where it applied a virtual brand and the virtual institutions for evaluation. However, in more specific, this can be described as due to the cross national method of this study. The previous studies only focus on proceeding study in one country (Kim & Chung,1997; Rao & Monroe, 1988). It was found that Koreans tend to be more recreational, impulsive, confused by overchoice, brand conscious, and habitual whereas China brand conscious, impulsive, and less confused by overchoice. Russia was scored significantly low on all above mentioned criteria. The moderating effect of consumer decision making style of nation was investigated. The result indicated significant difference of consumer decision making style of nation. Whereas Korean had positive effect of brand popularity on brand evaluation when presented, China showed negative influence, and Russia had no significant impact. This can be due to the Korean consumers’ tendency to value trust and reputation. Individual Korean consumers tend to buy products of large we The third hypothesis of fashion leadership negatively affecting the effect of brand popularity was also partially supported. The significant dependent variables appear differed by nations. In case of Korea, the effect of fashion leadership did not shown significant, yet China and Russia did. However, while China had positive effect of brand popularity, especially to those with high fashion leadership, Russia had negative effect of brand popularity. The difference on consumer decision making style in between high and low fashion leadership groups was investigated. For Korea, involved subjects were significantly more novelty conscious, hedonic shopper, habitual. In case of China, involved subjects were significantly more perfectionism, brand conscious, novelty conscious, impulsive, confused by overchoice, and habitual Lastly, for Russia, involved subjects were significantly less brand conscious novelty conscious, hedonic, impulsive, and habitual. The result of Korea can be inferred as the high trend sensitivity of Koreans. With less difference in consumer decision making style in between high fashion leaders and low fashion leaders, compared to the other two countries, the effect may have not been clearly shown. The result of China and Russia can be interpreted as that the Chinese fashion leaders being more brand conscious caused higher result when the brand popularity was provided. Yet, in Russian fashion leaders who are less brand conscious and less impulsive may have affected the rigid attitude towards the well-known sustainable brand. Lastly, the effect of sustainability involvement was examined. In case of Korea, the effect of sustainability involvement was significant. Similarly, the effect of sustainability involvement in China was significant. The result of Russian was not significant. "high" and "low" fashion leadership groups differed in their decision making style by nation. For Korea, involved subjects were significantly more novelty conscious, hedonic shopper, and more habitual. In case of China, involved subjects were significantly more perfectionist, brand conscious, novelty conscious, hedonic, impulsive, confused by overchoice, and habitual. Lastly, for Russia, involved subjects were significantly more perfectionist. The difference of the result can be explained through the distinctive culture of each country along with the result of the consumer decision making style of the highly involved groups from each country. Koreans, as mentioned above, the effect popularity cue works stronger than other countries. The tendency of preferring products with powerful brand name would have affected the result as expected. However in case of China, along with that Chinese having suspicious perception on institutional documents, significantly being brand apathy may also explain the result. In addition, Russia overall had a high score of sustainability, which can relate to the fact that although slight decrease in its Greendex recently, it has been ranked for several years now, the sustainability value itself may have worked as a intrinsic value of the brand rather than brand popularity cue.ll-known companies rather than small and unfamiliar ones (Kim & Zhang, 2009). The result of China can be explained with Chinese consumers’ characteristics of having suspicious perception on transparency of the enterprise information (Brandvista, 2013). Especially distrust on official data or the governmental exists. With Russians result, this finding are supported by several previous research that suggests that new brands coming to Russian market at the very high speed and disappears quickly due to complexity of the market, thus consumers don’t have time to strongly attach to one brand (Peskova, 2007).

This study of Product Placements examines cross-cultural differences in the UK, Germany and Mexico using an online survey of 338 respondents. Although product placement can still be used as a standardised global marketing strategy significant cultural differences were found, Marketers must therefore pay attention to such differences for international product placement decisions.

The main purpose of this paper is to find the etic dimensions of beliefs towards comparative advertising (CA) and to test their relationship with global attitude and acceptance of CA in a cross-cultural setting. Samples from four linguistic and cultural different countries were used: Austria, Canada, China and Peru. The research instrument was an online questionnaire. Results uncovered three main etic belief dimensions: truthfulness and deceitfulness as societal (micro) variables, and product information as personal (micro) variable. Invariance tests indicate that the items comprising the scales proposed to measure CA beliefs, global attitude and acceptance of CA possess equivalence across the four countries. Our model shows that beliefs indirectly affect acceptance of CA, which is mediated by global attitude toward CA. Results reveal similarities and differences across countries on the magnitude and importance of the beliefs and global attitude total effects upon acceptance. Finally, results are analyzed vis-à-vis the Hofstede’s national cultural dimensions, which indicate that uncertainty avoidance and individualism/collectivism help to explain the main differences across the countries.

Perceived risk associated with online shopping has a critical effect on consumer decision making. Cultural values provide a good theoretical basis for understanding perceived risk. Given the rapid globalization of online shopping, an understanding of the mechanism of perceived online shopping risk and consumer repurchase intention in different cultures is crucial. The research question furnishing the main impetus for this study is: What are the different effects of various determinants of perceived risk in the context of online clothing shopping. We will study this question through the lens of Chinese and French cultural differences. A total of 195 and 221 questionnaires used for the analysis were collected from Chinese and French respondents respectively. Structural equation models with the maximum likelihood estimation method were employed to test all the hypothesized relationships. The research produced the following findings. Privacy concerns, security protection, and website retailer reputation have different effects (too large) on consumer perception of non-personal risk and personal risk as a result of cultural differences. Additionally, for both the Chinese and French samples, non-personal perceived risk significantly effects intention to repurchase. We found personal perceived risk has a significant effect only on Chinese consumer intention to repurchase.

Using an experimental design, it is investigated how a cultural institution’s image dimensions are influenced by a sponsorship and its perceived level of sponsor-sponsee fit. Controlling for an individual’s cultural interest, results show that sponsors, depending on their level of congruency, can influence certain sponsee’s image associations.

This paper examines consumer impulse buying choice in various situations. A questionnaire was sent to 414 consumers in the UK and Taiwan. The results demonstrate the interactions between the consumption situations and corresponding individual-related factors. Individuals’ cultural backgrounds were also found to predict different types of impulse buying patterns effectively.

The importance of recycling and environmental preservation has continued to receive increasing attention from governments, enterprises, and consumers. However, little research examines the factors that influence individuals’ commitment to recycling and environmental preservation, and even less explores how that commitment can lead to preferential behavior, word-of-mouth and willingness to sacrifice for recycling and environmental preservation. This study examines the roles of need for self-expression and arousal to explain commitment and whether commitment leads to those behaviors. The study is duplicated in three countries, each representing different cultural dimensions. Data collected from respondents in South Korea, the United States and Portugal inform a model that supports the majority of the hypotheses and points out some interesting differences in the ways that recycling and environmental preservation should be presented in various cultures to achieve buy-in.