Background: Children with cerebral palsy face challenges in maintaining body stability because of structural and functional defects. Their ability for responsive balance control is diminished. While there exist various trunk stabilization exercises such as Kinetic Link training (KLT) and the Bird-dog posture, there is a notable dearth of research that applies KLT specifically to children with cerebral palsy. Objectives: To investigate the effects of KLT and Bird-dog exercise on gross motor function and balance in children with cerebral palsy. Design: Quaxi-experimental study. Methods: The study participants were randomly divided into two groups: 15 individuals in the KLT group and 15 in the Bird-dog group. General characteristics were examined, and initial measurements of Gross motor function measure (GMFM) and Pediatric balance scale (PBS) were taken prior to the intervention. Each group engaged in KLT exercises and Bird-dog exercises for 20 minutes, three times a week over an 8 week period. Following the completion of the 8 week intervention, secondary measurements of GMFM and PBS were conducted. Results: In the KLT group, both PBS and GMFM showed a significant increase after the intervention compared to before (P<.05). Similarly, in the Bird-dog group, both PBS and GMFM significantly increased after the intervention compared to before (P<.05). There was a significant difference observed in PBS when comparing the pre- and post-intervention changes between the two groups (P<.05), whereas no significant difference was found in GMFM between the groups when comparing the pre- and post-intervention changes (P>.05). Conclusion: The interventions involving KLT and Bird-dog exercises were observed to effectively enhance PBS and GMFM in children with cerebral palsy. Specifically, it was evident that KLT was more beneficial in improving balance abilities compared to Bird-dog exercise.

Background: Proprioception in the ankle joint is important for maintaining balance. There is a correlation between joint position sense (JPS), balance and ankle dorsiflexion range of motion (DF-ROM). Objectives: The purpose of this study was to compare the effects of talocrural joint mobilization (TJM) and muscle energy technique (MET) of plantar flexor muscle (PF) on improving joint position sense (JPS) and static balance. Design: Cross-over randomized trial research. Methods: Sixteen participants (male 10, female 6; 20’s of their age) without ankle instability were recruited. In a randomized, three conditions, no intervention, talocalcaneal mobilization, and PF-MET were all applied to 16 participants. For TJM, the Kaltenborn grade 3 joint gliding method, in which the talus moves posteriorly perpendicular to the tacrocrural joint plane, were used. In the PF-MET, MET method were applied gastrocnemius muscle and soleus muscle with 25% of 1 Repeat Maximum of each muscle. The all participants performed PF-MET and TJM for 18 minutes. DF-ROM measured the weightbearing lunge test. JPS measured using the active joint angle reproduction test. Static balance was measured displacement of center of pressure parameter. Results: PF-MET and TJM had significant differences in DF-ROM and AP displacements. PF-MET significantly increased at 5° and 15° of plantar flexion and 5° of dorsiflexion, and COP velocity significantly decreased in JPS compared to TJM. Conclusion: PF-MET and TJM are effective in increasing DF-ROM. However, PF-MET has a more positive effect on improving JPS and static balance than on talocrural joint mobilization.

Brand resonance plays a crucial role in customer relationship management and the development of brand equity between customers and the brand. Therefore, effective methods for promoting customers’ brand resonance are critical in the hospitality industry for gaining competitive advantages and establishing sustainable management strategies. The purpose of this research was to investigate the relationships among brand coolness, customer inspiration, and brand resonance in the hospitality industry, as well as the mediating influence of customer inspiration. A total of 451 customers from 25 well-known brand restaurants in Taiwan returned questionnaires. These restaurants are recommended by TripAdvisor and had elements of coolness indicated in the customer reviews. Among the 451 participants, 260 (57.6%) were female and 191 (42.4%) were male; 344 (76.3%) were unmarried; 279 (61.9%) had received a college-degree certificate or above; and most were 21 to 30 years old (36.6%). The results revealed that brand coolness positively affected customer inspiration and brand resonance and that customer inspiration positively affected brand resonance. Furthermore, customer inspiration mediated the relationship between brand coolness and brand resonance. The study contributes to the hospitality literature of brand resonance. These findings can apply for the practice of brand management and customer relationship management in the hospitality industry.

In this study, when a communication wire harness is defective due to long-term operation of a vehicle with a high-speed CAN communication network, the unique ID information of each controller and the oscilloscope waveform are analyzed to find defects. As a result of the experiment, it was possible to know whether the circuit of the main wiring was disconnected by the differential voltage analysis, and it was possible to confirm whether the sub-wiring was disconnected due to the generation of saw blade waveforms in the bus idle part. In addition, the fault location could be found with controller ID information and communication circuit analysis.

In the event of an defective wire in the low-speed CAN communication of vehicle, the problem had to be solved by relying on fault codes or using expensive measuring equipment. An experiment was conducted to analyze waveforms of communication circuits with wire conditions such as normal, short circuits in the main body, and mutual short circuits. When the controller drives the CAN transceiver and transmits a message, the voltage and current waveforms were measured using an OEM oscilloscope to check for abnormalities in the circuit. As a result, it was confirmed that when a defective wire occurs in low-speed CAN communication, the CAN driver can switch to the fail-safe mode to exchange normal messages.

Background: Bird dog exercise (BDE) is one of the lumbar stabilization exercises that rehabilitate low back pain by co-contraction of the local and global muscles. Previous studies have reported the effect of various type of BDEs (for example, practicing the exercises on various surfaces and changing the limb movement) for muscle co-contraction. Objects: This study aimed to investigate the effect of knee joint flexion position of the raised lower limb on abdominal and back muscle activity during BDE in patients with chronic low back pain (CLBP). Methods: Thirteen males participated in this study (age: 32.54 ± 4.48 years, height: 177.38 ± 7.17 cm). Surface electromyographic (SEMG) data of the internal abdominal oblique (IO), external abdominal oblique (EO), lumbar multifidus (MF), and thoracic part of the iliocostalis lumborum (ICLT) were collected in two knee joint flexion positions (90° flexion versus 0° flexion) during BDE. The SEMG data were expressed as a percentage of root mean square mean values obtained in the maximal voluntary isometric contraction. Results: Greater muscle activity of the IO (p = 0.001), MF (p = 0.009), and ICLT (p = 0.021) of the raised lower limb side and the EO (p = 0.001) and MF (p = 0.009) of the contralateral side were demonstrated in the knee joint flexion position compared to the knee joint extension position. Greater local/global activity ratios of the abdominal muscle (i.e., IO and EO) of the raised lower limb (p = 0.002) and the back muscle (i.e., MF and ICLT) of the contralateral side (p = 0.028) were also noted in the knee joint flexion position. Conclusion: BDE with a knee joint flexion position might be recommended as an alternative lumbar stabilization exercise to enhance muscle activity in both the raised lower limb and the contralateral sides of the trunk for individuals with CLBP

In order to identify the CAN message sent from the ECU, the CAN waveform and operating current were measured during the operation of the CAN driver.CAN ID was identified in the same phase as the measured voltage waveform and operating current, and reverse engineering was performed .And, by measuring CAN bus wire EMI noise, it was tested whether CAN ID was identified.CAN ID verified ECU data using CAN analyzer.

In this paper, each controller's unique ID and PICO oscilloscope were used to measure the voltage waveform of each CAN communication line, and compare and analyze the serial decoding results. Using the voltage change level of the CAN communication line, it was possible to check whether the CAN-High line and the Low line were disconnected. And it was possible to infer the circuit disconnection point between the controller and the controller only with the unique ID information of each controller. And when the CAN-High circuit was disconnected, the voltage of the high line was measured at the same voltage level as the Low line.

The purpose of this study was to examine the effect of using films on students’ reading comprehension and attitude toward their English study in the context of a college English class. Specifically, it attempted to examine how a film-based English reading class affected students’ reading comprehension and attitudes toward their study, and how they recognized the film-based English reading class. Thirty-one college students were asked to take pre- and post-tests in English reading, and to respond pre- and post-questionnaires regarding their affective domain, and a focus group of four students was voluntarily interviewed with one of two researchers. Quantitatively, a paired t-test was employed to compare the statistical means from those two samples, and qualitatively, the framework developed by Miles and Huberman (1994) was adopted to describe the major phases of data analysis. The results of data analysis indicated that 1) Using films in the college English reading was helpful for students to comprehend the given text, and to understand other cultures; 2) Also this film-based reading class optimally contributed to the affective domain such as students’ attitudes, interests, and confidence levels. Based on these results, pedagogical implications for effective English reading classes were suggested.

Background: The myofascial release technique is known to be an effective technique for increasing posterior fascia flexibility in short hamstring syndrome (SHS) subjects. But therapeutic mechanism of myofascial relaxation remains unclear. Recently, the theory of autonomic nervous system domination has been raised, however, a proper study to test the theory has not been conducted. Objectives: To investigate whether the application of the myofascial release technique can induce changes in the autonomic nervous system and affect the secretion of stress hormones and myofascial relaxation. Design: Quasi-experimental study. Methods: Twenty-four subjects with SHS were randomly divided into two groups. In the experimental group, the suboccipital muscle inhibition (SMI) technique was applied to the subjects for 4 min in supine position, and in the control group, the subjects were lying in the supine position only. A forward flexion distance (FFD) was conducted, blood pressure, heart rate, and cortisol levels were measured before and after the intervention and 30 min after intervention to determine myofascial relaxation and stress hormone levels. The evaluation was conducted separately in blind by an evaluator. Results: A FFD decreased in the experimental group, no change in cortisol was observed. On the contrary, a decrease in cortisol appeared in the control group after 30 minutes. Conclusion: The myofascial release technique is an effective treatment to increase the range of motion through posterior superior myofascial chain, but there is no evidence that myofascial release technique can control the autonomic nervous system.

이전의 스트레스 및 대처 문헌은 효과적인 스트레스 대처 전략이 개인의 복지에 대한 스트레스의 부정적인 영향을 감소시킬 뿐만 아니라 대처가 조직에도 도움이 될 수 있다고 제안한다. 본 연구에서는 노력-보상 불균형이 직원의 잡 크래프팅에 어떠한 영향을 미치는지 알아보고 이 관계에서 직원의 지각이 고용가능성과 조직몰입이 조절역할을 하는지 알아보고자 하였다. 또한, 노력-보상 불균형과 반생산적 과업행동 간 관계를 잡 크래프팅이 매개하는지 알아보고였다. 이를 위하여 본 논문에서는 한국에 종사하는 203명의 직원들을 대상으로 설문조사를 실시하였으며 회귀분석법으로 자료를 분석하였는데, 그 결과는 다음과 같다. 첫째, 노력-보상 불균형이 높을수록 잡 크래프팅이 높아지는 것으로 나타났다. 특히, 노력-보상 불균형과 구조적 직무자원을 증가시키는 행동, 사회적 직무자원을 증가시키는 행동, 그리고 도전적인 직무요구를 증가시키는 행동에 정 (+)의 관계가 있는 것으로 밝혀졌다. 그런데, 노력-보상 불균형과 방해되는 직무요구를 감소시키는 행동에 관계가 없는 것으로 밝혀졌다. 또한 과도위임과 사회적 직무자원을 증가시키는 행동, 도전적인 직무요구를 증가시키는 행동에 정 (+)의 관계가 있는 것으로 밝혀졌다. 둘째, 노력-보상 불균형과 잡 크래프팅 간의 정적 관계는 지각이 고용가능성이 낮을 때보다 높을 때 더 강하게 나타났다. 셋째, 노력-보상 불균형과 잡 크래프팅 간의 정적 관계는 조직몰입이 낮을 때보다 높을 때 더 강하게 나타났다. 넷째, 잡 크래프팅은 노력-보상 불균형과 반생산적 과업행동 간의 관계에서 매개역할을 하는 것으로 나타났다. 추가적으로 해당 연구를 통해 얻어진 결과들을 토대로 연구의 의의 및 한계 점, 향후 연구를 위한 제언 등을 통합적으로 논의하였다.

일반적으로 해양노동에는 특수성이 인정되고 있기 때문에, 현행 선원법과 해상법은 선박에 선원과 선장이 승무하고 있음을 당연한 전제로, 위와 같은 해양노동의 특수성과 바다 자체의 위험성을 감안하여 육상노동자의 근로관계나 육상운송인의 법률관계와는 다른 특수한 규율을 하고 있다. 그런데 선원이 승무하지 않은 상태로 운항이 가능한 무인 선박이 도입될 경우, 해양노동의 특수성과 바다의 위험성을 전제로 만들어진 선원법과 해상법의 규율 중 상당 부분은 재검토될 필요가 있다. 한편 무인 선박은, 원격 조종 선박, 부분적 자율운항 선박, 자율 운항 선박의 세 가지 정도로 분류할 수 있다. 현행법상 선원과 선장에 대하여는 해양노동의 특수성을 반영한 특별한 규율이 이루어진다. 그런데 무인 선박은 그 개념상 선박에 탑승하고 있는 선장과 선원의 개념을 상정하기 힘들다. 무인 선박이 도입되더라도 육상에서 선박을 조종하거나 관리하는 사람들이 있기는 할 것이나, 선원법 제2조 제1호는 ‘선박에서’ 근로를 제공하기 위하여 고용된 사람을 선원으로 규정하고 있기 때문에, 이러한 사람들은 선장과 선원에 해당된다고 볼 수 없다. 그리고 무인 선박을 운항하는 사람들은 그 근무지가 육상이기 때문에, 이들을 선원 내지 선장으로 인정하지 않는 것은 큰 문제가 없다. 용선계약은 인적 조직과 물적 설비가 서로 어떻게 결합되느냐에 따라 항해용선, 정기용선, 선체용선으로 구분된다. 용선계약의 종류에 따라 용선자와 선박소유자가 부담하는 책임의 내용이 달라진다. 무인 선박, 특히 자율 운항 선박은 개념상 선장과 선원이 존재할 수 없기 때문에 무인 선박의 용선계약은 그 법적 성질을 규명하는 데에 일반적인 경우와는 다른 고려가 필요하다. 감항능력 주의의무는 선박이 안전하게 항해를 감당할 수 있는 능력이 있다는 것을 운송인이 담보할 의무를 의미한다. 상법 제794조 제2호는 필요한 선원의 ‘승선’을 감항능력의 내용으로 규정하고 있기 때문에, 무인 선박은 문언상 그 자체로 상법 제794조에 따른 감항능력을 결여한 선박이 된다. 그러나 입법론적인 관점에서 감항능력은 실질적인 감항능력이 되어야 한다. 즉 입법론적으로는 무인 선박은 선원이 직접 승선하지 않더라도 항해 중에 충분한 조종과 감시, 통제가 이루어질 수 있는 인적 자원이 육상에 존재하고 있다면 감항능력이 있는 것으로 평가되어야 한다. 상법 제794조 제2호가 현재와 같이 유지되고 있는 이상 무인 선박은 도입될 수 없다. 그밖에 선박소유자의 책임제한, 공동해손, 선박충돌, 해난구조 등 상법에 규정된 여러 가지 제도에 관하여도 무인 선박이 도입됨에 따른 입법론적인 재검토가 필요하다.

The objectives of this study were to determine in vitro dry matter and energy utilization of hatchery waste products and to confirm whether in vivo energy digestibility of hatchery waste products could be estimated using in vitro data. Two in vitro assays were conducted for infertile eggs, unhatched eggs, culled chicks, and a mixture(20% dried infertile eggs, 20% dried unhatched eggs, and 60% dried culled chicks). In Exp.1, in vitro dry matter disappearance (IVDMD) of hatchery waste products was determined. In Exp.2, in vitro energy disappearance (IVED) was determined using undigested residues from Exp.1. The IVDMD of infertile eggs, unhatched eggs, culled chicks, and the mixture were 81.7, 88.7, 83.9, and 85.4%, respectively. The IVED of the test ingredients were 74.4, 85.1, 77.6, and 79.8%, respectively. Both IVDMD and IVED were greater in unhatched eggs compared with infertile eggs and culled chicks (p<0.05). In vivo energy digestibility was estimated well using prediction equations for hatchery waste products developed in the present study: In vivo energy digestibility(%) = 2.52 × IVDMD (%) – 133.95 with r2 = 0.70 and in vivo energy digestibility(%) = 1.63 × IVED(%) – 50.03 with r2 = 0.67. In conclusion, energy utilization of unhatched eggs was the greatest among test ingredients and energy utilization of hatchery waste products can be estimated using data from in vitro procedures.

Introduction Today, many luxury brands use social media channels such as Facebook, Instagram, Twitter, or YouTube to communicate with their target consumers worldwide. Previous research has shown that engaging consumers in social media can lead to increase commitment and loyalty (e.g., Hudson, Huang, Roth, & Madden, 2016; Wirtz et al., 2013), purchase intentions (e.g., Beukeboom, Kerkhof, & de Vries, 2015; Kim & Ko, 2010) and sales (e.g., Kumar et al., 2016). Although researchers have investigated the role of social media marketing for luxury brands at an aggregate level (e.g., Godey et al., 2016; Kim & Ko, 2012), little is known about the success drivers of luxury brand communication at a more granular level. Therefore, our study aims to identify the characteristics of luxury brand posts that elicit positive consumer affect. Specifically, we examine the effect of different luxury appeals (e.g., conspiciousness, uniqueness, quality), alongside other brand post characteristics (e.g., vividness, call-to-action, informative/entertaining content) on consumers‟ affective reactions (“Love”) towards a luxury brand post. For this purpose, we draw on field data from Facebook that comprises 2,343 individidual brand posts published by 18 leading luxury brands between 1st January 2017 and 30th June 2017. Our study contributes to literature on luxury brand communication in at least three ways: First, from a theoretical perspective, we are shedding the first light on the relevance of different luxury appeals for generating consumer engagement in social media. Methodologically, we further introduce a novel measure of consumer engagement termed Love-Ratio (short, LoveR), which is based on Facebook‟s new “reactions”-feature that was introduced in 2016. Finally, from a managerial point of view, our insights that help managers of luxury brands to „engineer“ emotionally engaging social media content that contributes to strong consumer-brand relationships. Literature Review Conceptual BackgroundLiterature provides initial empirical evidence for the general advantageousness of social media activities for luxury brands (Godey et al., 2016; Kim & Ko 2010, 2012). Importantly, these studies commonly examine consumers‟ overall assessment of a brand‟s social media activities, i.e. whether a brand‟s (entire) social media presence “enables information sharing with others” (interaction) or “offers customized information search” (customization; Kim & Ko, 2012, p. 1483). Therefore, it constitutes an aggregate measure of a brand‟s social media presence as a whole, and is not concerned with the specifics of the individual interactions between a brand and consumers (post as the unit of analysis). Recent research, however, clearly indicates that the extent to which consumers interact with a brand in social media (e.g., liking, sharing, or commenting) depends on the characteristics of a given brand post (e.g., De Vries, Gensler, & Leeflang, 2012; Sabate, Berbegal-Mirabent, Canabate, & Lebherz, 2014; Schultz, 2017). Most studies in this regard examined correlations between certain characteristics (e.g., use of photos, videos, and/or links, post length and timing) and different measures of consumer engagement or post popularity (i.e., number of likes, comments, or shares).5) These studies provide useful insights into several “hard” criteria that determine consumer interactions with brand posts. However, due to the tremendous coding efforts required, only few studies have also considered “soft” criteria, such as the appeal – i.e., “the overall theme of a post” (Wagner, Baccarella, & Voigt, 2017, p. 2) – that is communicated within a post. To extend knowledge in the field of luxury brand communication in social media, we are adopting a similar approach by (1) proposing a comprehensive set of luxury-specific appeals that may be communicated within brand posts and (2) empirically investigating their effectiveness in evoking positive consumer affect. Conceptual Background Based on a synthesis of prior work (e.g., Vigneron & Johnson, 2004) we propose a set of six distinct luxury appeals that can be communicated via social media posts: 1. Conspicuousness: Conspicuous consumption refers to the consumption of goods or services with the intention of social status improvement and communication to others (Eastman, Goldsmith, & Flynn, 1999). It involves high levels of self-monitoring and a status-signaling mentality (Wilcox, Kim, & Sen, 2009), aimed at presenting oneself by means of a product that is recognized and highly regarded by others. The general aim is to express a brand„s capability to enable a person to become the center of attention and stand out of the crowd by conveying a high social status (Phau & Prendergast, 2000). 2. Uniqueness: Uniqueness refers to the quality of being particularly special due to sheer rarity or remarkable characteristics. Brands express their uniqueness by highlighting their products‟ (a) excellent craftmanship, (b) innovativeness, or (c) their exclusiveness in terms of consumption. Examples for uniqueness through craftmanship include creative product designs, the use of rare materials or ingredients (e.g., diamonds in the context of jewelry), or even tailor-made/personalized products (e.g., configuration of a car; inscription of personal initials onto fashion items). The general aim is to distinguish a product from others, rendering it extraordinary and remarkable. The same can be accomplished through innovation, since a pioneering product is by definition unique in that it has certain features that distinguish it from any other existing competing product. Furthermore, uniqueness can be achieved through exclusiveness of consumption. One method to create contrived rarity is a limitation of the quantity of products manufactured (e.g., limited editions; Vigneron & Johnson, 2004). 3. Quality: Luxury brands are generally expected to deliver high quality products and services (Vigneron & Johnson, 2004). Indicators that can be used in the communication of quality include specific materials (e.g., cashmere, gemstones) or performance data (e.g., power, top speed) that convey a high standard of (instrinsic) quality. 4. Hedonism: In general, the term hedonism refers to the pursuit of pleasure in the sense of sensual self-indulgence. Luxury brands commonly offer emotional and sensual benefits that can be experienced by and transferred to consumers in a consumption situation (Moore & Lee, 2012). Communication aimed at conveying hedonism commonly neglects utilitarian (i.e., functional) aspects of the product of interest and, instead, emphasizes the emotional experience associated with the consumption of that product or service (Vigneron & Johnson, 2004), e.g., pleasure, joy, self-reward, love, passion, or excitement (Holbrook & Hirschman, 1982). 5. Extended Self: The term extended self describes the definition of a person‟s selfconcept by his/her personal possessions. In other words, consumers use products (or services) to define who they are. For example, wearing luxury fashion items enables a person to associate himself/herself with characteristics of the brand, and vice versa (Vigneron & Johnson, 2004). Brand communication reflecting this appeal attempts to suggest that the consumption of a product or service helps them to establish, reinforce, and express an aspired personality trait, such as elegance, confidence, success, or power. 6. Heritage: Many luxury brands have a long history and rich tradition. Communication efforts that intend to convey a brand‟s rich heritage either showcase a brand‟s founder as a person, elaborate on the founder‟s or company‟s history, or highlight a traditional, iconic product which has made the brand what it is today. Data and Method To investigate the effectiveness of these luxury appeals in evoking positive consumer affect, we conducted an empirical analysis using field data from Facebook. We compiled a set of 18 luxury brands from different categories, including fashion, cars, cosmetics, and champagne. For this set of brands, we extracted all brand posts (mostly photos and videos) that were published between 1st January and 30th June 2017, yielding 2,343 individual posts that constitute our unit of analysis. We enriched the raw data by manually coding all brand posts in terms of the luxury appeals of interest, following a two step-procedure. First, we developed a detailed codebook that defines each luxury appeal, provides a list of relevant indicators, and further illustrates each luxury appeal with the help of exemplary brand posts. Using the codebook we instructed two independent coders to code the absence (0) or presence (1) of each luxury appeal within a given post. The inter-rater reliabilities were satisfactory for all luxury appeals, ranging from .79 to .91. We further requested the coders to capture other content characteristics and controls that potentially affect consumer interactions with brand posts, e.g., Vividness, Calls-to-Action, Entertaining vs. Informative Content, Visibility of the Brand, and Type of Endorser. Instead of examining conventional measures of consumer engagement, such as likes, comments, or shares, we introduce a new measure of consumer affect that we label “Love-Ratio” or, short, LoveR. This measure is based on Facebook‟s new class of user reactions that enable users to indicate their feelings about certain posts, such as “Love” or “Anger”. LoveR represents the amount of “Love”-reactions relative to all reactions toward a given brand post. Thus, it reflects an aggregate measure of users‟ positive affect towards a brand post. We consider LoveR an important extension of commonly investigated outcomes such as Likes or Shares, which are considered “fairly low-level form[s] of engagement” (Stephen, Sciandra, & Inman, 2015, p. 20). Consumer affect, by contrast, is generally considered a “chief motivator of behavior” (O‟Cass & Frost, 2002, p. 73) and a “mediating factor in the purchase process” (Schiffman, Bendall, Watson, & Kanuk, 1997, p. 361), therefore representing a useful proxy of consumer attitudes. Model estimation Given the nested structure of the data (i.e., posts are nested within brand pages), we use hierarchical linear modeling (Raudenbush & Bryk, 2002) with random intercepts to analyze the data. We specify the proposed luxury appeals (Conspiciousness, Uniqueness, Quality, Hedonism, Extended Self, and Heritage) alongside additional content characteristics, and brand dummies as predictors of LoveR. After estimating the direct effects, we stepwise include interaction terms to test potential moderating effects of Vividness and Entertainment. The results suggest that three of the six luxury appeals evoke positive consumer affect. The strongest driver of LoveR is Quality (β = .978, p < .001), followed by Hedonism (β = .479, p < .05) and Heritage (β = .451, p < .01). Conspiciousness and Uniqueness, by contrast, are not significantly related to consumers‟ affective reactions towards brand posts. Furthermore, the use of an appeal that communicates Extended Self even decreases LoveR (β = -.530, p < .10), although the effect is only marginally significant. To further contextualize these main effects, we included additional interaction terms involving Vividness and Entertainment. We find (a) that the effect of Hedonism on LoveR is further enhanced by the use of videos (relative to photos and other less vivid types of media; interaction effect: β = 1.023, p < .05, conditional effect of Hedonism for vivid content β = .934, p < .01,) and (b) that the effect of Heritage on LoveR tends to be larger when it is communicated in an entertaining rather than informative style (interaction effect: β = .753, p = .001; conditional effect of Heritage for entertaining style: β = .660, p < .001). Conclusions Our study sheds light onto the effectiveness of luxury brands‟ communication in social media in terms of generating positive consumer affect. Our results based on an analysis of 2,343 individual luxury brand posts in Facebook show that only certain luxury appeals can trigger consumers‟ “Love”-reactions towards a brand post. Specifically, we find that brand posts that convey Quality, Hedonism, and Heritage appeals increase the likelihood of a brand post being “loved“, whereas Conspiciousness and Uniqueness exert no influence at all. Posts which communicate an Extended Self may even decrease favorable affective reactions by users. The effects of Hedonism and Heritage are further enhanced by the use of videos or entertaining content, respectively. These findings have direct implications for the marketing communications of luxury brands. From a content perspective, marketers should develop and run media content that (a) emphasizes hedonic consumption motives (as reflected by Hedonism) rather than status-signaling motives (as reflected by Conspiciousness), preferably using rich media such as videos; (b) educates consumers about the history and values of a brand, preferably in an informative rather than entertaining way; and (c) reinforces a brand‟s quality claim.

방울토마토의 수경재배 중 붕소+칼슘+규소 및 칼슘+규소의 복합 엽면시비가 수확 후 품질과 MAP 저장 중 저장성에 미치는 영향을 알아보고자 본 연구를 실시하였다. 엽면시비한 방울 토마토(‘Unicorn’)는 반숙 과상태에서 수확하여 산소투과성 필름으로 포장한 5oC, 11oC, 그리고 24oC에서 25일, 15일, 10일간 저장하였다. 붕소+칼슘+규소 복합처리한 방울토마토가 3가지 저장온도 모두에서 호흡과 에틸렌 발생이 억제되어 MAP 저장중 가장 낮은 생체중 감소와 가장 높은 외관상 품질을 보였다. 수확 후 조사한 방울토마토의 경도, 산도, 비타민 C 함량은 붕소+칼슘+규소 복합처리에서 가장 높았으며, 3가지 온도 모두에서 MAP 저장 후에도 모두 높게 유지되었다. 그러나 과피색, 라이코펜 함량과 당도는 수확 후에는 엽면시비 처리로 차이가 없었으나, 3가지 온도 모두 붕소+칼슘+규소 복합처리에서 가장 낮은 수치를 보였다. 이상의 결과로 볼 때 붕소+칼슘+규소 복합처리는 방울토마토의 수확후 생리 작용을 억제하고 경도, 산도, 비타민 C 함량을 높여 저장성을 향상시키는 것으로 판단되었다