The purpose of this study was to investigate the nutrition knowledge, perception, and intake frequency of milk and milk products among middle school students as well as provide the basic data needed for increasing milk and milk product consumption. To achieve the purpose of this study, a survey with 385 students of four middle schools located in Chuncheon was conducted. The level of nutrition knowledge of milk and milk products in females was slightly higher than that in males (p<0.01). Flavored milk and ice cream were preferred the most in each category, and ‘taste’ influenced the selection of milk and milk products the most. The intake frequency of whole milk was the highest, and that of flavored milk was lowest among various milks. Ice cream showed the highest intake frequency while cheese showed the lowest among milk products. Male students showed higher intake frequency of milk and milk products. Groups having high level of nutrition knowledge showed the highest intake of whole milk, whereas groups having a low level of nutrition knowledge preferred processed milk, low fat or non-fat milk, and cheese the lowest.

The purpose of this study was to investigate the effect of congruency of parent brand image with self-image, perceived risk, and product knowledge on the attitude towards extended product in fashion brand extension. A survey questionnaire was used to collect data from 170 female college students and collected data were subjected to descriptive analysis and regression analysis using SPSS Window program. The results of this study showed that the congruency of parent brand image with self-image and perceived risk had a positive effect on attitude towards extended product, whereas product knowledge had a negative effect on attitude towards extended product in fashion brand extension. Also, the congruency of parent brand image with self-image had a positive effect on the attitude towards extended product in fashion brand extension with positive moderating effect of perceived risk and negative mediating effect of product knowledge.