Storytelling has become increasingly of interest for marketing and management in the last years and promises both aesthetic design and effecting consumers’ perception of fashion brands positively. Nevertheless, the complexity of story design, still being rather focussed by the humanities, and its effective adaption for luxury fashion brands regarding value perception and related behavioural consequences are still poorly understood and have not been explored so far. We seek to fill this research gap. In our study, we chose a luxury brand’s existing story and applied story concepts of narratology to rearrange plot, characters, and style first. In a second step, we examined the effect of applying the story concepts by testing the perception of three different groups (no story, original story, and rearranged story). Using PLS path modelling, we proved our hypotheses empirically. Our examination suggests that an application of narrative concepts for creating fashion brand stories has a measurable impact on consumer’s reception and behavioural outcome. On the one hand, this involves dimensions of luxury value, such as financial, functional, individual, and social consumer perceptions as well as an overall likability perception of the brand. On the other hand, this perception obviously impacts consumption habits regarding luxury fashion as much as it is related to recommendation behaviour, willingness to pay a premium price, and purchase intentions. Our findings strongly advice to consult established theories, concepts, and models of the humanities for storytelling in marketing and management. While measuring specific elements already proves their applicability, it will be a major task for theoretical and qualitative research to discuss existing material for the demands of marketing and management as well as (fashion) brands. Even for professionals in brand management, our study advices to have a closer look on traditional storytelling concepts to create effective campaigns. The particular value of our study is to present and empirically verify design elements of storytelling with respect to theoretical narrative approaches, which may have specific impact on certain luxury values and their causal effects on luxury fashion consumption. Our results reflect remarkable implications for luxury brand management as well as future research in luxury fashion, brand management, and marketing storytelling. A luxury company may stimulate purchase behaviour with a storytelling campaign. Nevertheless our study proved that a rather appropriate design, respecting research approaches of narratology, is able to increase the impact on consumers’ perception and behavioural outcome.

In this empirical study, an attempt is made to show how the Customer Lifetime Value (CLV) can be computed by modeling multiple components of the customer and firm behavior. Specifically, attention will be given to modeling (1) the probability that a customer is likely to buy, (2) the quantity of purchase given that they will buy, and (3) the cost of marketing to each customer. Once the authors compute each of these inputs, they combine them to compute CLV using the net present value concept. The authors will examine multiple ways of computing purchase probabilities depending on the customer’s buying pattern. They will also discuss the estimation challenges in obtaining such inputs for computing CLV. The authors will demonstrate the implementation with a case study for a fashion retailer and what kind of managerial actions can be taken. Finally, a generalizable framework for all fashion retailers to maximize profits will be presented and discussed.

Mass customization refers to a strategy whereby online retailers provide individually tailored products and services to their customers and has been implemented by many retailers with the Internet technology. Many luxury brands such as Bottega Venetta, Louis Vuitton, and Salvatore Ferragamo, provide customization programs to better serve their customers, from engraving their initials on a product to creating a new design of a product. However, the expansion of the customization program to the luxury brands raises potential risk, such as loosening the brand identity and inability to satisfy customers. Despite high interests in mass customization programs and popularity of luxury brands, the effect of mass customization in luxury brands has not been explored. Addressing this gap in the literature, this study attempts to investigate how customized products of luxury brands influence perceived value, satisfaction, and loyalty. In addition, this study explores how consumers’ past loyalty toward a luxury brand influences perceived value of the customization. Hypotheses of the study were (1) Perceived value of a mass-customized product has a positive influence on satisfaction with product customization; (2) Satisfaction with product customization has a positive influence on brand loyalty; (3) The influences of perceived value of a mass-customized product on satisfaction and brand loyalty are different as a function of a customer’s past loyalty; (4) The influences of perceived value of a mass-customized product on satisfaction and brand loyalty are different as a function of a customer’s need for uniqueness. The research strategy of this study was survey methodology and the sample of the study was online shopping consumers. Online questionnaires were collected by an online survey firm. After visiting ‘BURBERRY BESPOKE’, a mass-customization program of a luxury brand, survey participants were asked to answer the questionnaire. The instrument tapped perceived value of a mass-customized product, satisfaction with product customization, past/future brand loyalty, and need for uniqueness. A total of 304 female online shoppers participated in the survey. The result of structural equation modeling found the positive effects of hedonic value and utilitarian value on satisfaction with product customization and the positive effect of the satisfaction on brand loyalty. The result of multiple group comparison analyses revealed the moderating roles of past loyalty and need for uniqueness in influencing the effects of perceived value of a mass-customized product on satisfaction. These findings of the study contribute to the literature in luxury brand retailing fields and suggested managerial implications to luxury brand retailers.

As the rapid adoption of the Internet around the globe made digital marketing an indispensable means of gaining competitive advantage for many sectors (Leeflang, Verhoef, Dahlstrom, & Freundt, 2014), its appropriateness for luxury products remains debatable. The main lures to luxury products for many consumers are their exclusivity and rarity, two valuable attributes that are at odds with digital medias’ ubiquitousness and pervasiveness (Hennigs, Wiedmann, & Klarmann, 2012). The main purpose of this paper is to examine the effects of online promotion of luxury brands on different aspects of their brand image. Additionally, the paper checks how the impact of the Internet on luxuries’ brand image varies across different segments of luxury consumers and levels of brand luxuriousness. The main hypothesis of the study, that the Internet affects luxury brand image, is grounded in the McLuhan’s (1964) assertion that "the medium is the message". The congruence of the medium to the advertised brand has a positive effect on brand evaluations (Dahlén, 2005). Given that the Internet could serve as a tool for luxury firms to enhance their creative aspects (Okonkwo, 2009), the question arises as to how congruent the Internet is as a medium to luxury brands that sell on the basis of their exclusivity. The congruence of the Internet to the luxury brands is moderated by: the level of luxuriousness of the brand and the perceived luxury values. Dahlén, Granlund & Grenros (2009) have shown that the use of new media benefit more the “low reputation” brands rather than the “high reputation” ones. In high reputation brands consumers have expectations of higher standards from the medium and are more attentive to changes in the advertising medium. Moreover, by definition the higher the level of brand luxuriousness the higher its exclusivity and rarity. Hence, it is hypothesized that the Internet’s appropriateness as a medium will be negatively related to the luxuriousness of the brand. Luxury values influence consumer choices for luxury brands and brand image perceptions. Luxury value activation by contextual cues like the advertising medium is expected to align image perceptions to the expressed values. As a result, we expect brand image attributes that express specific luxury values to be influenced by the extent to which the medium promotes or inhibits the expression of such values. In luxuries, Wiedmann, Hennings and Siebels (2007) identified four categories of luxury values (financial, functional, individual and social) that are hypothesized to have a differential impact on the effect of the Internet to luxury brand image. To test the hypothesized relationships, an experimental design was used. Facebook was selected as a platform for “online” promotion and the stimuli were luxury watches. The results indicated online luxury promotion adversely affects luxury brand’s perceptions hedonism and uniqueness. The effects were more pronounced to the most luxurious brands and to specific luxury value segments. The results provide useful insights for the development of luxury brand strategies.

Experiences as the basis for value creation and competitive positioning are increasingly placed at the center of luxury marketing activities to create an emotional customer-brand relationship. Especially in the luxury travel and tourism market, the demand for brand experiences becomes apparent and is reflected in a wide range of services ranging from transport and accommodation to entertainment and relaxation. The cruise ship industry as the fastest growing sector in luxury tourism provides a holistic experiential package designed to meet the travelers’ expectations for pleasure and satisfaction. The aim of this paper is to empirically investigate antecedents of consumer luxury value perception and related consumption behavior with practical implications for the successful management of luxury brands. With special focus on brand experiences in luxury tourism and the cruise industry, the results of our empirical study reveal that luxury consumers have an increasing demand for personal and authentic experiences combined with a rising concern regarding ethical and environmental values. As a consequence, addressing brand experience and sustainability orientation as key elements of customer value perception is a promising way to create successful differentiation strategies in the luxury travel and tourism industry.

This study was designed to investigate luxury brand co-value creation. A mixed method approach was used to 1) identify encounter attributes of value co-creation, consumer value and brand value and 2) examine the relationships among encounter attributes, consumer value, brand value, and purchase intention to explain the process of value co-creation.

In a photoelastic experiment, it is necessary to know the material stress fringe constant of the photoelastic specimen to determine the stresses from the measured isochromatic fringe orders. This type of compensator was proposed by the previous researchers. The recent image processing development of the stress pattern provide a means for making convenient compensator. The material stress fringe constant is determined using the distributions of isochromatic fringes in the wedge shaped plate under tensile load. The stress fringe constant measured with this method is applied to obtain the stress distribution along the central line on the tapered shank of the wedge-shaped plate. Photoelastic results using the measured material fringe constant are compared with FEM analysis. Two results are comparable, so it can be seen for the measured material fringe constant to be valid.

The study is focused on analyzing the SNS using characteristics of the people surveyed, as for the SNS acceptance channel of the food service corporations, accounted voluntarily for 71%. The SNS food service information regarding information of menu, location of store, price, coupon, taste evaluation, event, promotion, reservation and store atmosphere was researched. The most preferred information sharing for SNS food service were researched and found Facebook, blog and others in increasing order. The most preferred media to obtain SNS food service information were smart phone, desktop computer and others. The result of verifying differences in the perceived ease of use were also evaluated according to the food service corporation of SNS using characteristics of the people and was found: the longer period of SNS use, longer was access time: more number of visiting times, higher perceived ease of use. As for the difference in the perceived service value: longer the period of SNS use, more preferred was the blog: the more number of visiting times, the higher perceived service value. As for the difference in the online mouth-to-mouth intention: longer the period of SNS use, longer was access time: the more number of visiting times, the higher online mouth-to-mouth intention. Therefore, these research results provide useful implications in the working-level aspects such as providing basic data and the academic approach of the study, when the food service corporations establish marketing strategies through SNS.

본 연구는 충남 천안 국립축산과학원 식용벼 재배지에서 2012년부터 2013년까지 정상적으로 벼 재배가 이루어지고 수확이 완료된 볏짚을 이용하여 수행하였다. 젖산균 접종 유무에 따라 볏짚사일리지의 사료가치 변화는 나타나지 않았으나 클로렐라 처리구는 대조구에 비해 현저하게 조단백질 함량이 증가하였다(p<0.05). 그리고 클로렐라 농도의 증가에 따라 조단백질 함량이 증가하는 경향을 보였다(p<0.05). 모든 처리구에서 섬유소와 TDN 함량 및 in vitro 소화율은 차이를 나타내지 않았다. 그리고 젖산균 접종 유무에 따라 볏짚사일리지의 pH 및 유기산 함량 변화는 나타나지 않았으며 클로렐라 처리구도 무처리구에 비해 pH 변화는 나타나지 않았다. 그러나 클로렐라 처리구에서 젖산함량은 무처리구에 비해 유의적으로 증가하였으며 클로렐라 농도의 증가에 따라 젖산함량이 증가하는 경향을 보였다(p<0.05). 젖산균 단독접종구의 젖산균 수는 무처리구에 비해 현저하게 증가하였으며(p<0.05), 클로렐라 농도의 증가에 따라 증가하는 경향을 보였다(p<0.05). 그러나 효모와 곰팡이 수는 비슷한 수준을 나타냈다. 그러므로 볏짚사일리지의 사료가치와 품질은 클로렐라 첨가에 의해서 향상될 수 있다.

본 연구는 사일리지용 옥수수를 파종 한 후 배수로 깊이를 0 cm, 20 cm, 30 cm 그리고 50 cm로 처리하고 이에 따른 생육특성, 생산성 및 화학적 특성을 비교 검토하였다. 초장, 엽장, 엽폭, 착수고 및 하고엽은 배수로 깊이에 따라 유의적인 차이를 보이지 않았다. 알곡 충실도, 암이삭 길이 및 암이삭 둘레는 배수로 깊이가 깊을수록 유의적으로 커지는 것으로 나타났다(p<0.05). 그러나 경의 굵기 및 경경도는 처리구들 사이에 차이를 보이지 않았다. 당도에 있어서는 0 cm > 20 cm > 30 cm > 50 cm 구순으로 배수로 깊이가 낮을수록 높은 수치를 보였다(p<0.05). 생초수량, 건물수량 및 TDN 수량은 배수로 깊이가 깊을수록 증가하는 것으로 나타났다 (p<0.05). 조단백질함량은 50 cm구가 가장 높게 나타난 반면 0 cm 처리구가 가장 낮게 나타났다. 그러나 조지방, NDF, ADF 및 조섬유 함량은 처리구들간 유의적인 차이를 보이지 않았다. 조회분 함량은 50 cm 구에서 높게 나타났다(p<0.05). 총무기물함량은 0 cm (5,690.14) > 30 cm(5,397.02) > 20 cm (4,853.21) > 50 cm구(4,660.18 mg / 100 g) 순으로 높게 나타났다(p<0.05). 그리고 유리당 함량은 20 cm구에서 가장 높게 나타났다(p<0.05). 구성아미노산 함량은 50 cm구가 다른 처리구 보다 높게 나타났지만(p<0.05), 0 cm, 20 cm 및 30 cm 처리구 사이에는 유의적인 차가 없었다. 이상의 결과를 종합해 볼 때, 저지대 논 토양에서 수량을 확보하기 위해서는 최소한 배수로 깊이를 30 cm 이상을 확보 하는 것이 바람직한 것으로 판단된다.

본 연구는 오차드그라스와 톨 페스큐 혼파초지에서 비축 시기별(8월 1일, 15일, 30일) 으로 처리하여 11월 중순경(11.10∼11.12)에 수확할 때 목초의 비축시기에 따른 생산량과 목초의 사료 가치 등을 비교하기 위해 수행하였다. 목초 비축시기에 따른 오차드그라스와 톨 페스큐 혼파초지(동량 혼파초지)의 건물수량은 8월하순구가 2,983.0kg/ha으로 가장 높은 경향을 보였다. 목초의 비축시기가 늦어짐에 따라 목초의 생산량도 증가하였으나 유의성이 인정되지는 않았다. 조사료의 조단백질은 16.5∼18.16%으로 목초 비축시기별로 일정한 경향을 나타내지 않았다. NDF와 TDN는 비축시기가 늦을수록 증가하는 경향을 나타내었으나 유의성이 인정되지는 않았다. 반면에 ADF 비율은 목초 비축시기가 감소함에 따라 점차 감소하는 것으로 나타내었으나 유의성이 인정되지는 않았다. 무기물의 변화는 비축 기간이 증가할수록 P, Ca, Mg, Na, Zn이 증가하였고 반면에 Mn, Cu는 감소하는 경향을 나타내었다. 결과적으로 8월 초순부터 초지를 비축할 경우 고온으로 인한 생육 위축으로 목초의 수량증가는 기대하기 어렵다. 따라서 제주도에서 가을철에 활용하기 위한 초지를 비축할 경우에는 8월 하순 이후에 시작하는 것이 바람직할 것으로 사료된다.

부수는 전통적으로 한자의 검색도구였다. 한자의 자의를 드러내는 의부 중 상당 수가 부수 내에 포함되어 있기 때문에 적지 않은 사람들이 부수를 통한 한자 교육을 논의하고 있다. 그러나 이러한 관점은 정확한 분석 사실을 외면하고 있다. 우리는 약 3만개의 한자를 분석하여 그림으로 부수를 이해하는 것이 한자 학습을 교육하는데 적절한가를 살펴보았다. 만일 전부가 그렇지 않다면 어떤 부수들은 단지 검색과 분류의 역할만을 수행하고 있다는 것을 의미한다. 어떤 부수의 의부 혹은 성부 기능이 비교적 믿을만한가는 교육에 종사하는 이들에게 도움을 줄 것이다. 분석을 통해 부수의 가장 첫 번째 기능은 검색이라는 것이 증명되었고, 일부 부수는 실제 표의의 기능이 아주 약하거나 없는 경우도 있었다. 동일한 부수 내의 글자 내에서도 전혀 다른 의미를 가진 것도 있었으며, 일련의 부수는 한 개 이상의 의부를 지니고 있어, 모양이 비슷하다고 하여 상관 관계에 있는 자부가 아니었다. 이상을 통해 일반 부수가 모두 교육의 효율적인 영향을 미치는 것이 아니며, 단지 의미가 정확히 드러나는 의부일 경우에만 교육적 가치가 있음을 알 수 있다. 잘못된 의부의 사용으로 인해 정확하지 않은 부수의 분석을 통해 자의를 분석하는 방법은 학생들에게 오해와 좌절감만을 줄 뿐이다. 우리는 66개의 비교적 상용적이면서도 표의 기능이 높은 의부를 선정하였고, 그 중 24개는 표음 능력까지도 높다.

The objective of this study is to evaluate the spatial restoration of Hampyeong Stream and to analyze the determinants of demand for the multi-functionalities of the stream. A Contingent Valuation Method (CVM) was used to estimate the multi-functional public benefits of restored stream area, and major determinants were scrutinized by establishing a demand model. The research data was collected by conducting a survey intended for Hampyeong’s local residents, resulting in 284 valid samples. In terms of determinants that affect willingness to pay (WTP), ‘physical factor of waterfront area’ and ‘experience factor of stream space’ showed a significantly positive influence on WTP. As a result of applying a double-bounded CVM, the willingness to pay for the restored Hampyeong Stream area indicated a potential contribution of 22,523 won (17,362~ 27,459 won, 95% confidence interval). When multiplying the number of households in Hampyeong-gun, the total annual value of Hampyeong Stream spatial restoration is approximately 302million won.

This study is intended to evaluate the value of functional aspect from the viewpoint of habitat. The indicators that are used in biotope evaluations are various, but most of them use the criteria to evaluate the naturality. This evaluation method cannot appropriately reflect the functional characteristics coming from relation to the surrounding biotope. In this study, the connectivity, cohesion and diversity between individual biotope are quantitatively measured by a landscape index. It is hard to draw the functional value of individual biotopes because the landscape index related to connectivity, cohesion and diversity comes from a landscape having a number of biotopes. The concept of contribution was used to overcome this limitation. The concept of contribution is to quantify how much each individual biotope contributes to the connectivity, cohesion, and diversity in a certain range of landscape by deriving the amount of change in the landscape index according to the presence or absence of each individual biotope. In order to understand the characteristics of evaluation results in functional aspect, this research has done a comparative analysis of the previous research findings in the same target area. According to the result of the research, individual biotopes such as artificial forests, fragmented natural forests, and small planting sites were highly rated.

This study explores the original text of a Korean recipe book written in the 17th century, which is hitherto unknown to food-related societies, and analyzes the characteristics of the recipes in this book. Choi’s recipes in Jasonbojoen (子孫寶傳) are significant, as it is a rare instance of a Korean cookbook written by a woman-few pre-17th century recipe books of this type are known to have survived. This study made some important discoveries after analyzing this book. First, by using pasqueflower and cockscomb, it was possible to identify the era-specific characteristics of kimchi recipes from the 1400s until after the 1700s. Second, this book has historical value, as it shows that the combination of kimchi with cockscomb and the recipe for stuffed eggplant kimchi made only with a small portion of garlic and salt have existed for longer than was previously believed. Third, this book can serve as a valuable database for studies on historical changes in Korean food recipes, as the recipes in this book besides those related to kimchi are representative of recipes in cookbooks before the 17th century. Additionally, it appears that some recipes in the book use very unique minor ingredients that cannot be found in other books.

In order to research the wave characteristics in Suyeong bay on typhoon in 2011, this study was carried out observation of wave on typhoon "Ma-on",calculation of wave characteristics using STWAVE and comparison with significant wave heights between observ

The history of Korea Qualification system began after the Korea War. The Qualification was recognized to it's value with economic growth until the 2000. But the value of qualifications has to be re-evaluated under the current global environments. Almost Previous research has not to work for the value of qualifications all of Korea. So, This study presents a evaluation structure frame to work and some evaluation factors for the qualification value. In addition, the methodology proposed to obtain results using the AHP weights based on the evaluation methodology and questionnaire. The analysis results are used as a basis for selecting the future policy direction of the national qualification.