목적: 본 연구는 국내 초고령자를 대상으로 삶의 만족도 및 우울과 라이프스타일신( 체활동, 식습관, 참여빈도, 참여다양성) 간의 상관관계를 확인하고, 삶의 만족도와 우울에 영향을 미치는 라이프스타일 요인을 분석 및 확인하고자 하였다. 연구방법: 본 연구의 독립변수는 라이프스타일 요인으로 신체활동, 규칙적 식습관, 참여빈도, 참여다양성이었으 며, 종속변인은 삶의 만족도와 우울이었다. 분석을 위해 SPSS를 이용해 상관관계분석 및 다중회귀분석을 실시하였다. 결과: 다중회귀분석을 통해 삶의 만족도에 영향을 미치는 요인으로는 참여빈도(t = 6.262, p < 0.001)와 규칙적 식습관(t = 4.627, p < 0.001)이 통계적 유의성을 가지는 것으로 확인되었으며, 우울에 영향을 미치는 요인으로는 참여빈도(t = 6.540, p < 0.001)와 규칙적 식습관(t = 4.061, p < 0.001)이 통계적 유의성을 가지는 것으로 확인되었다. 결론: 본 연구를 통하여 국내 초고령자의 삶의 만족도와 우울에 영향을 주는 라이프스타일 요인을 확인하였다. 따라서 본 연구 결과를 토대로 초고령자의 삶의 만족도와 우울 개선을 위해서는 라이프스타일을 기반으로 하는 다면적 중재 프로그램이 필요하다.

Introduction The concept of brand equity has been receiving considerable interest from academia and practice in the past decades. While mutual understanding exists on the importance of establishing high-equity brands, less agreement among academics and practitioners prevails regarding its conceptualization and operationalization. Many approaches have been proposed to measure brand equity in academic literature and numerous competing companies such as Millward Brown, Interbrand, or Young & Rubicam offer commercial metrics and brand evaluations, which are likely to estimate different values to a specific brand. This study reflects a consumer-based perspective on brand equity, which resides in the heart and mind of the consumer and captures the value a brand endows beyond the attributes and benefits its products imply. Growing calls for the accountability of marketing has resulted in increasing interest in marketing metrics, which includes mind-set metrics to address the “black box” between marketing actions and consumer actions in the market. Theoretical Development One of the most prominent conceptualizations of brand equity is based on the premise that brand equity is “the differential effect of brand knowledge on consumer response to the marketing of the brand” consisting of brand awareness and brand image as the predominant dimensions that shape brand knowledge. In this model, a crucial role is ascribed to consumer’s associations with a brand as a reflection of its image. Accordingly, brand building and differentiation is based on establishing favorable, strong, and unique associations. Human associative network theory is a widely accepted concept to explain the storage and retrieval of information and has been largely applied in the context of brands. Associative network theory suggests that brand information is stored in long-term memory in a network of nodes that are linked to brand associations such as attributes, claims or evaluations. Consumers use brand names as cues to retrieve associations. Once cues activate corresponding nodes and consumers retrieve information from memory, the activation spreads to related nodes. Consequently, a transfer of associations can also occur through associative chains in a process of attitude formation. Consumer response to a brand can be of attitudinal and behavioral character and research on attitudes supports the general notion that both, affective and cognitive structures, explain attitude formation. The predictive properties of attitudes regarding actual behavior have been acknowledged by prior research and the attitude-behavior relationship has been established. Research Design Operationalization of Brand Equity This study distinguishes between attitudinal and behavioral measures of brand equity. The behavioral measures of brand equity should reflect the attitudinal brand equity components in predicting product-market outcomes. High brand equity should lead to a willingness to pay a price premium, purchase intention and willingness to recommend. Survey Brand equity measures are tested with two waves of data collection2 from online surveys conducted in 2015 and 2016. Respondents were recruited from a professional panel provider to ensure that the same respondents participated in wave two after a year from the first wave. Participants were selected according to a quota regarding age and gender to increase representativeness and were then randomly assigned to one of the three industries beer, insurance, and white goods capturing brand equity from different perspectives and allowing for a more holistic view. Sample The sample for the first wave consists of 2.798 respondents. The sample was matched with the response from wave two and only those respondents were selected who participated in both waves. Given the panel mortality rate, the final sample size for longitudinal analysis is 1.292 observations. The respondents’ age ranges from 18 to 74 with 52 percent being male and 48 percent female. Analysis Panel regression is used to estimate models assessing the relative importance of various brand equity metrics regarding the three outcome variables for the three categories included. The results suggest that no universal brand equity metric dominates that can be applied to predict behavioral outcomes across categories. Yet, category-specific brand equity metrics prevail across outcomes. Consumers seem to evaluate a strong brand as an entity they can personally connect to in the insurance category. In the beer category, consumers’ evaluation of strong brands reflects deep affect and the perception of product quality. High equity brands relate to loyal consumers with strong affective evaluations in the category of durable household products. Moreover, the results indicate that brand equity measurement can be simplified to a small subset of metrics without risking loss of model fit and predictive power. Discussion While a plethora of brand equity metrics exists, the results of this study suggest that brand managers can apply a small subset of available metrics to track their brands’ equity and predict behavior without implementing long surveys that require considerable time and effort from increasingly overloaded consumers. Yet, adjustments to the composition of brand equity metrics might be inevitable in light of category-specific effects. Moreover, the results reveal that a consideration of metrics capturing affective components such as brand self-connection and deep feelings such as brand love is indispensable for brand equity measurement. Including emotional measures and extending established brand equity metrics that are deeply rooted in extant research might provide a considerable advantage when it comes to measuring brand value in different product categories. References are available upon request.

This study aimed to explain the factors that influenced an individual’s decision to migrate. The method of analysis in this study was the estimation of the probit regression model with data from the Indonesian Family Life Survey (IFLS-5), which covered 30,000 individuals from 13 provinces in Indonesia. Data from IFLS-5 were longitudinal data, meaning that the study was looking for data consistently to get reliable data from respondents. The research variables to determine the individual’s decision to migrate were education level, income level, employment status, marital status, land ownership status, health quality, gender, residence status, and poverty status. Individual decision to migrate as a dependent variable was placed as a dummy variable. The results showed that the level of education, income level, employment status, marital status, land ownership status, health quality, and poverty status significantly influenced an individual’s decision to migrate. Meanwhile, gender and residence status did not significantly affect an individual’s decision to migrate. This research recommends that it is necessary to pursue a policy of economic equality between regions because economic factors are the main trigger for an individual’s decision to migrate. Policies to overcome economic disparities among regions will reduce the individual’s decision to migrate.