This study aims to empirically investigate how corporate strategy mitigates consumer boycotts caused by animosity toward economic sanction. First, the study focuses on the cross-culture emotions (i.e., animosity and affinity) and explores the direct and indirect effect of animosity toward economic sanction on boycott attitude (via consumer affinity). Additionally, it focuses on the moderating effect of brand strength and corporate social contribution on boycott attitude. We conduct a longitudinal analysis of boycotts by South Koreans on the Japanese products, which started in South Korea in 2019; and additionally, we employ PROCESS macro to test the moderated mediation hypothesis, using the data collected from South Korea in 2020 and 2021. Our findings reveal that the data collected in 2020 and in 2021 have the same implications. The main findings are as follows. First, while animosity toward economic sanction directly increases boycott attitude, it also indirectly increases boycott attitude via consumer affinity. Second, the assumption that both brand strength and corporate social contribution weaken the positive and direct effects of animosity toward economic sanction on boycott attitude was not supported. Third, we find that corporate social contribution weakens the positive and indirect effect of animosity toward economic sanction on boycott attitude. However, unlike our prediction, brand strength strengthens the positive and indirect effects of animosity to economic sanction on boycott attitude. The three key theoretical implications are as follows. First, while many studies have examined the role of animosity as a cause of boycott, only a few studies have simultaneously addressed the conflicting emotions of affinity (Kim, Yan, Kim, Terasaki, & Furukawa, 2022). This study extends boycott research by exploring the relationship between animosity and boycott attitudes by considering the mediating effect of affinity. Second, to our best knowledge, only a few boycott studies have explored corporate strategies that adequately respond unanticipated country boycotts where the companies are not directly associated with the causes or motives of such boycotts (Kim & Kinoshita, 2023). This study extends boycott research by investigating brand strength and corporate social contribution as corporate strategies in the context of consumer boycotts. Third, although it is known that consumer boycotts change with time, only a few boycott studies are based on longitudinal analyses (Ettenson & Klein, 2005); hence, this study examines consumer boycotts longitudinally to improve the generalization of our findings. Our findings also present some managerial implications for global companies facing unexpected country boycotts by local consumers. When boycotts are caused by economic sanctions between countries, brand strength exerts a two-sided effect. Regarding consumer sentiment, the higher the brand strength, the higher the affinity for the country represented by the brand, and vice versa; however, consumers may also choose to boycott a brand with high strength. Consumers may feel angry and engage in boycotts when they feel betrayed by a brand with strong brand strength. However, corporate social contribution reinforces a sense of closeness in the country it presents and contributes toward mitigating the boycott attitude; this is because consumers consider their corporate social contribution as a beneficial activity for their country. Therefore, global companies that expand overseas should not only use their brand strength, but also engage in activities that are beneficial to the country and enhance the familiarity of the consumers of the country to develop a sense of cultural affinity. In addition, this study also has implications for policymakers. Economic sanctions against a specific country not only lower consumers’ affinity, but also leave a negative impact on the global companies with high brand strength. Therefore, policymakers must proceed with caution when they make an economic sanction for a certain country.

본 연구는 다문화 연구의 시각 아래 시행되는 한자 연구에서 고려해야 할 바를 6가지로 나누어 기본적인 생각을 표현하였다. 이러한 6가지 관점은 한자연구와 한자교육 문제를 넘어 동아시아 한자문화권 전반에 걸친 연구의 담론적 성격을 지니고 있다. 이러한 담론의 활성화를 통해 향후 한자 연구가 지향할 바를 고민하는 계기가 되고자 한다.

The marketing scholars and practitioners start to consider a new concept, which pay attention to the government policies and company methods would cause a deep influence to develop a sustainable marketing. Because of the customer equity take a more and more importance place in consumer research, companies have become aware of the importance of sustainability, but customers may not realize the significance of this factor. When companies cannot obtain the feedback from the customers, they can not meet the needs as well. Nevertheless, researchers have attempted to determine whether sustainable marketing customer equity, both in positive and negative ways. Using algorithms of configurations of antecedent condition s to refine the shortcomings of symmetric variable hypotheses (McClelland, 1998; Woodside, 2015). Sustainable marketing includes environmental, economic, and social dimensions, in addition to the ethical management dimensions that guide sustainable marketing strategies through CSR (Lii et al., 2013).The environmental dimension requires to build a eco-friendly image, the economic dimension requires to achieve short- and long-term economic goals(bansal 2005); The social dimension requires that companies enhance social and human wellbeing (Kim et al, 2015; Sun et al., 2016). When marketing research has turned to customer lifetime value (CLV) (Rust et al.,2004), they find the future profit is value equity, brand equity, and relation equity has been accepted by most researchers as major drivers. This study bases on models of which factors can influence value of customers and which are not. Structural equation modeling (SEM) has been used to show that sustainable marketing has positive effects on customer equity drivers (Sun, Garrett, & Kim, 2016). However, it has shortage in most empirical behavioral science and business research, in order to lessen influence of the method limitation; a subset of qualitative comparative analysis called faQCA is applied to study. This study make a general conclusion that in the cross-culture, customers can not accept companies lose anyone dimension, even though they perform at normal level in others. Nevertheless if a company achieve a high goal in one dimension, it is also can be admitted by consumers. This research adapts two different countries as the sample to define their value and motivations. And the Adidas as the sample brand to be used in the study. Using the fuzzyset Qualitative Comparative Analysis (fsQCA) attempts to find a new point to explain configural antecedents, to verify the finding and to overcome the shortages. The result of this study is aimed to find the way to narrow the gap between companies, customers and sustainable concepts.

본 연구는 외국인 선원의 혼승형태와 혼승비율, 이문화 수용 및 적응에 따른 집단응집성, 조직몰입 및 직무만족의 인과관계를 규 명하기 위한 연구모형과 가설을 설정하였다. 가설 검증을 위해 혼승선박을 대상으로 설문조사를 실시하고 변인들의 관계를 회귀분석을 통해 실증분석하였다. 분석결과, 한국인 선·기관장과 외국인 사관 혼승선박의 집단응집성과 조직몰입 및 직무만족이 한국인 선·기관장과 한국인 사 관 승선선박 보다 더 높은 것으로 나타났다. 혼승비율에서는 외국인 선원의 비율이 31~50%일 경우의 집단응집성이 다른 혼승 비율에 비해 낮 은 것으로 나타났다. 그러나 혼승형태 및 비율과 집단응집성에 대한 이문화 수용과 적응의 조절효과는 나타나지 않았다. 그리고 집단응집성이 높은 혼승선박에서는 조직몰입도와 직무만족도가 높아지는 것으로 나타났다. 본 연구의 결과는 해운선사 및 선박관리사에 선원들의 직급별 혼승형태와 외국인 혼승비율을 조절하여 혼승선박 내의 집단응집성과 직무만족도 및 조직몰입도를 높여줄 수 있다는 것을 제시하고 있다.

본 연구는 한국, 중국(조선족), 중국(한족), 미국, 운동선수들이 지각한 리더십유형을 비교 문화적 관점에서 차이를 검증하고, 문화적 특성에 따른 리더십유형이 팀 응집력, 운동 만족도에 미치는 영향을 규명하는데 목적을 두었다. 연구대상은 10- 35세의 한국중국(조선족)중국(한족)미국 운동선수 총계 1020명을 대상으로 하였다. 본 연구의 조사도구는 리더십 행동척도(LSS), 응집력 척도(GEQ), 운동만족 척도로 구성되었고, 수집된 자료를 분석하여 다음과 같은 결과를 얻었다. 첫째, 국가별 운동선수의 지각된 리더십 행동, 응집력, 운동만족도는 차이가 있었다. 둘째, 국가별 운동선수의 리더십 행동은 응집력과 운동만족도에 다르게 영향은 주었다. 결론적으로 비교 문화적 관점에서 동서 국가의 운동선수가 지각하는 리더십 행동, 응집력, 운동만족도는 다를 뿐 아니라 코치나 지도자의 리더십 행동이 응집력과 만족도에 영향을 상이하게 미치고 있기 때문에 응집력 향상과 선수개인의 운동만족도를 향상시키기 위해서는 국가별 운동선수들의 성향을 바탕으로 한 리더십 행동의 포괄적인 이해가 요구된다.

Danok3, a sweet corn hybrid that matures early was developed by the corn breeding team at the National Crop Experiment Station (NCES), RDA in 2001. Inbred KSS2 derived from Golden Bantam was used as the seed parent of Danok3, and inbred KSS22 derived from