산업화로 인한 급격한 도시 개발은 오늘날 도심 골목길의 쇠퇴와 직결 되어 있다. 본 연구는 급격한 도시 개발과 도심 주거지 형태의 변화로 인해 사라질 위기에 처한 지역 문화자원인 골목길의 가치를 분석하고 활 성화 전략을 고민하기 위해 진행되었다. 특히 골목길의 문화적, 사회적, 경제적 가치를 살펴보고 골목길 쇠퇴와 지역공동체 형성 간의 직·간접적 인 상관관계를 규명하고자 한다. 본 연구는 이러한 분석 결과를 바탕으 로 세 가지 결론을 제시하고 있다. 첫째, 골목길은 화석화된 문화유산이 아니라 살아있는 문화유산이다. 따라서 골목은 지역의 과거와 현재의 모 습을 모두 담고 있으며 그 지역의 정체성을 대변한다. 둘째, 골목길은 근 린주구의 공간이며 근린주구 커뮤니티의 장소로서 기능할 수 있다. 왜냐 하면 이미 우리는 골목길이 이웃과의 소통의 장이 될 수 있다는 것을 경 험한 바 있기 때문이다. 셋째, 골목길은 기존 상권과는 다른 새로운 상권 이다. 뿐만 아니라 새로운 문화산업의 중심지이기도 하다. 이러한 세 가 지 이유만으로도 골목길은 중요한 지역 문화 자원이라고 할 수 있으며 보호될 필요가 있다.

Today’s society has become increasingly sensitive to humanity’s impact on the environment. Corporations are now measured by their scores pertaining to the environment, sustainability, and governance, or benchmarked for their level of corporate social responsibility. Another dimension of individuals’ environmental practices is purchasing merchandise such as clothing in the secondhand market. Consumers’ intention to buy in the secondhand market is rarely just related to economic concerns regarding such purchases, but rather to a deliberate nod to utilizing products fully rather than wasting them, therefore helping to reduce the negative environmental impact caused by human activities.

한국의 대기업들이 적극적인 글로벌전략을 추구하면서 다양한 국가에서 현지채용인들을 관리하는 이슈가 중요해지고 있다. 본 연구는 한국의 A글로벌 기업에서 49개국에 위치하고 있는 해외법인의 현지채용인 9,072명을 대상으로 진행되었다. 구체적으로 현지채용인을 대상으로 절차공정성이 조직동일시에 어떤 영향을 미치는지를 살펴보았다. 또한, 해외지사의 현지채용인들이 속한 국가문화가치의 다양성이 조직동일시와 절차공정성에 미치는 효과에 대해서 검증하고자 하였다. 구체적으로 본 연구에서는 Hofstede가 제안하는 각 나라의 문화가치수준이 조직동일시에 직접적으로 영향을 미치는지 그리고 절차공정성과 조직동일시와의 관계를 조절하는지를 살펴보고자 하였다. 본 연구에서는 문화가치에 대한 국가수준 분석을 위해서 다수준분석(Hierarchical Linear Modeling) 을 시도하였다. 분석 결과, 첫째, 현지채용인의 절차공정성 지각이 조직동일시에 미치는 정(+)의 영향이 유의한 것으로 확인 되었고, 조직동일시의 총 변량 중 67%는 개인수준, 33%는 국가수준에서 설명할 수 있어, 국가수준의 영향요인 이 개인수준에서 조직동일시의 변화에 영향을 미친다는 것을 알 수 있었다. 둘째, Hofstede의 4가지 문화가치 차원중 불확실성회피수준은 현지채용인의 조직동일시에 유의미한 정적인 영향을 미치는 것으로 나타났다. 마지막으로, 집단주의 문화가치 수준은 절차공정성과 조직동일시의 관계를 조절하는 것으로 나타났다. 구체적으로 집단 주의 수준이 낮은 나라에서는 집단주의 수준이 높은 나라에 비해 절차공정성과 조직동일시의 정의 관계가 더 강 한 영향을 미치는 것으로 나타났다. 나머지 문화가치차원의 조절효과는 유의하지 않았다. 본 연구의 의의는 한국의 글로벌기업의 현지채용인들에게 있어서 절차공정성의 중요성과 문화가치의 중요성을 확인한 점을 들 수 있다. 특히, 한국의 글로벌기업이 해외지사의 인력을 관리하는데 있어서 각 해외지사의 집단주의 수준에 따라서 특별히 더 절차공정성 확보에 주시해야한다는 실무적인 시사점을 제공한다.

The main objective of this study is to compare the difference of consumers’ perception on brand context. The focal factors are brand equity, brand personality and perceived customer value. This would enhance the knowledge of cross-cultural brand equity and brand personality, especially in Fast-Fashion industry. In addition, the findings of this study show that, for a brand in different marketing context, how customers perceive the brand and contribute it to their value. The sample size of 800 consumers is applied (400 Japanese consumers and 400 Thai consumers. The focal brand is randomly selected by the researcher. The Structural Equation Modelling with multiple group analysis would be conducted for examining the differences of consumer perception on a Fast-Fashion brand. All major model fits indicator would be evaluated. Finally, the results of the study would be discussed.

Expensive handbags, in particular, luxury designer handbags are incredibly popular among fashionable women. This is why many fashion houses such as Chanel and Hermes offer handbags as another product line as part of their accessories category (Juggessur, 2011). Some retailers claim that owning a luxury designer handbag worth more than £1,000 can make financial sense to middle-class women, who may not spend as much on clothing, but view an expensive luxury designer handbag as an investment piece which can be used every day, adding a touch of glamour (Juggessur, 2011). The global handbag market encompasses exceedingly dynamic players and an expanding consumer base, which is expected to flourish due to increasing demand from emerging markets and strong performances by the international luxury brands (Digital Luxury Group, 2013). The top 10 markets for luxury handbags, collectively gathered over 120 million online searches, demonstrating substantial global demand for the world’s most covetable luxury items (Digital Luxury Group, 2013) (see Figure 1) . Figure 1: demand of luxury handbag globally (Digital Luxury Group, 2013) The country subjects are UK and Indonesia. Despite the fact that both of Indonesia and UK are reflected as positive luxury market (Digital Luxury Group, 2013; Euromonitor, 2014), both of the countries have differences which may lead to different motivation of luxury purchase. Indonesia is emerging market, while UK is a mature market. The rise of emerging market makes difference. Back then, individualist country is more refer to western developed countries, while collectivistic country is refer to eastern developing countries (Hofstede, 2011; Shukla, 2012). Nowadays, emerging countries are catching up with developed countries (Nielsen, 2013). Increasing exposure to global media and the depiction of western lifestyles in local media seem to have increased the desire for high-quality goods and services among consumers in emerging markets (Belk, 1999). With regards to luxury products and services, studying the consumption patterns in emerging markets is particularly important due to the phenomenal growth of luxury consumption among consumers in these markets (Shukla, 2012). For example, according to Bain and Company (2012), 85 per cent of all luxury stores will be opening in emerging markets over the coming decade. Moreover, recent studies highlight the significantly strong influence of the materialism trait with luxury consumption in emerging markets (Lertwannawit and Mandhachitara, 2011; Podoshen et al., 2011). As predicted by BCG (2010), in 2015, emerging-market cities will account for around 20 per cent which is $2.6 trillion of the total global consumption of clothing and house as a priority of future expenditures. The key consumer base for luxury goods has long since left Europe, moving West to the United States, but also East to the Gulf States and Asia, and South to Latin America, particularly Brazil (Business of Fashion, 2014). Luxury companies are no longer focusing for mature market. However, luxury goods enable consumers to satisfy their material as well as socio-psychological needs to a greater degree than regular goods (Vigneron and Johnson, 2004; Wiedmann et al., 2009). Luxury brands are one of the most profitable and fastest-growing brand segments, yet at the same time, the social influences associated with luxury brands are poorly understood and under investigated (Shukla, 2010; Wiedmann et al., 2009; Tynan et al., 2010). Increasing exposure to global media and the depiction of western lifestyles in local media seem to have increased the desire for high-quality goods and services among consumers in emerging markets (Belk, 1999). With regards to luxury products and services, studying the consumption patterns in emerging markets is particularly important due to the phenomenal growth of luxury consumption among consumers in these markets (Shukla, 2012). From those passages, it can be inferred that emerging market countries are the targets of luxury brand companies to invest in the market. Culture is changing: The rise of Emerging Market As previously discussed in the second chapter, when the political, societal, and economic environments change, people's cultural values also change. Thus, many cultural theories should be updated and re-evaluated periodically. Hence, Wu (2006) said that Individualistic vs. Collectivistic Dimension theory is no longer applicable. Additionally Saiq et al. (2014) said that Hofstede’s Individualistic Dimension work is too old and can’t be effectively implemented in the era of rapidly changing environment, convergence and globalization. The arguments by Wu (2006) and Saiq et al. (2013) is supporting Bian and Forsythe (2012) which argue that culture is changing as a consequence of the increasingly global economy especially in emerging market, converging in the direction of greater individualism. As a result, collectivist societies might adopt some individualistic elements, but this would not change their societal identity or their social label as a collective society (Bian and Forsythe, 2012). The contrasts between few contemporary studies of luxury value perception in Individualistic vs. Collectivistic Country (Bian Forsythe; 2012, Li et al, 2012; Shukla and Purani, 2012) (see Table 1) are leading to confusion in understanding value perception on luxury purchase between individualistic country vs. collectivistic country. For an instance, according to Li et al. (2012), a collectivistic country (China) has high consideration of functional value dimension for luxury purchase, but according to Shukla and Purani (2012), a collectivistic country (India) has low consideration of functional value perception for luxury purchase. Another example, according to Bian and Forsythe (2012), an individualistic county (US) consider high personal and social value dimension for luxury purchase, but according to Shukla and Purani (2012), individualistic country (UK) consider low personal and social value dimension on the luxury purchase. The study results were supporting a statement of Shukla (2012) that culture is not static and it keeps changing Table 1: The contrast between study results about value perception across culture Impact on the Future Brand Strategy Consumer value plays as critical role at the heart of all marketing movement and hence undoubtedly deserves attention of every consumer scholars (Holbrook, 1999) especially, in the next decade, customer is predicted as the key orientation of luxury business (BCG Report, 2014) (see Figure 2). The current crisis in luxury marketing area is encouraging companies to look more deeply into the links between consumers and luxury brands (Godey et al., 2013). Consumption of luxury products is based on two main reasons: the purchase for one’s self, for pleasure and purchase as a symbol of success (Godey et al., 2013). Nevertheless, whatever the perspective chosen, the brand remains the main vehicle for connecting with the consumer (Godey et al., 2013).To understand the right brand strategy, the purpose of this study is to identify the constructs of perceived peer communication in social media activities of luxury fashion brands, and to evaluate the influence of those activities on purchase intention in the UK and Indonesia. This research will propose a strategy to enhance brands' performance by defining specific factors relating to purchase intention. Moreover, the findings will enable luxury brands to forecast customer purchasing behaviour. The full conceptual model of this study can be found on Figure 2. Figure 2: The conceptual model of the study Methodology Steenkamp and Baumgartner (1998) suggest using a structural equation modelling approach for cross-culture study. SEM analysis has been successfully applied by many scholars to measure luxury value perception (Bian & Forysthe, 2012; Shukla, 2012; Casidy, 2012; Monkhouse et al., 2013; Hennigs et al., 2013). The structural equation design of this study is illustrated on Figure 3. The method of self-completion questionnaire allows for a greater geographical coverage than face-to-face interviews without incurring the additional costs of time and travel and they are particularly useful when carrying out research with geographically dispersed populations (Seale, 2012). Self-completed questionnaires were distributed to thirty students with snowball sampling by online survey to each country (UK and Indonesia) and twenty valid samples were utilised from each country. Criterion sampling strategy reviews all cases that meet predetermined criteria (Patton, 2002). Both criterion and snowball sampling techniques were components of a purposeful sampling strategy designed to identify participants with this criteria: A. Originally from and live in Indonesia or originally from and live in the UK. B. Having experience in purchasing at least one of luxury handbag. Figure 3: The structural equation design of the study Result There are significant differences of value perception on luxury handbag between Indonesian consumers and UK consumers. Indonesian consumers are highly influenced by Social Value Perception while British consumers are less influenced by Social Value Perception when buying luxury handbags. British luxury handbag consumers are more focusing on the Functional Value Perception which is not much considered by Indonesian consumers. However, consumers from both countries are highly influenced by Personal Value Perception.

There are many different types of heating methods in the world. Most of these heating methods are through radiation and convection. These heating types emphasize insulation because it is important to maintain the indoor air temperature. In contrast, the ondol, emphasizes thermal storage in the floor because it heats conduction. In other words it heats through direct contact. This unique heating method has created a unique interior environment. Activities have to occur close to the floor so that people may come in direct contact with the heat, thereby influencing the cultural development of the Korean people. The ondol has also created an interior environment where it is wanner near the floor than the ceiling in contrast to other heating systems where the area close to the ceiling is warmer. This environment is inline with the optimal healthy conditions the Koreans prefer, the warm feet cool head environment.

Saung Angklung Udjo (SAU) is recognized as a cultural tourism destination in Indonesia. The aim of this paper is to study the consumer personal value toward SAU. This research reported that consumers perceived angklung as an unique and attractive musical instrument and felt very satisfied to performance in SAU.

There are many different types of heating methods in the world. Most of these heating methods are through radiation and convection. These heating types emphasize insulation because it is important to maintain the indoor air temperature. In contrast, the ondol, emphasizes thermal storage in the floor because it heats conduction. In other words it heats through direct contact. This unique heating method has created a unique interior environment. Activities have to occur close to the floor so that people may come in direct contact with the heat, thereby influencing the cultural development of the Korean people. The ondol has also created an interior environment where it is warmer near the floor than the ceiling in contrast to other heating systems where the area close to the ceiling is warmer. This environment is inline with the optimal healthy conditions the Koreans prefer, the warm feet cool head environment.

The purpose of the study was to compare the culture and the clothing value between Korean and American college students, especially men. Also, this study was to analyze the culture effect on the clothing value. The survey was performed and 200 questionnaires were utilized for this study. The SPSS 12.0 was used to analyze the technical statistics like average, frequency, t-test, factor analysis, multiple regression analysis. The result showed, first, there were some 2 major cultural differences such as power distance and long-term orientation between Korean and American college men. Comparatively, Korean college men showed higher masculinity and lower power distance and long-term orientation. Second, there were differences in the clothing value aspect. Both of them considered the economic clothing value to be most important. Third, there were some differences in the clothing value because of the cultural differences. For Korean college men, there were masculinity and long term orientation that had an effect on the social and religious clothing values, however, for American college men, power distance, masculinity and long term orientation that had an effect on the social, religious, theoretical and economic values.

본 연구는 우리나라 기업의 구성원이 지각하는 조직문화 가치변수 변화 추세와 조직성과의 관계에 관해 살펴본다. 이를 위하여 본 연구는 한국의 상장기업 240개 표본을 대상으로 실증분석을 하였다. 연구결과, 먼저 시간적 흐름(IMF 이전과 현재시점)에 따라 구성원이 지각하는 각 조직문화 가치 변수의 평균치는 “구성원 노동력의 중요성”에 관한 조직문화 가치 변수를 제외한 나머지 조직문화 가치 변수의 평균치는 변화된 것으로 분석 되었다. 세부적으로 우리나라 기

The purpose of this paper is to estimate economic value of multi-functionality roles including landscape and so on, which grassland in Jeju possesses, using Dichotomous Choice Contingent Valuation Method (DC-CVM). Grassland is life cultural heritance of regional residents in Jeju. It has functions like development of favorable landscapes, maintenance of cultural heritage, and recreation/relaxation. Expectation from regional visitors shows that the existence and inheritance value of grassland is higher than we expected. According to the research that we had done from the people that had agreed to contribute grassland. moreover the public commercial value of grassland was not only 397~419 billion won but also it will increase an economic gain in every year in Jeju. Therefore, preserving grassland that has multi-functional roles and values can lead to huge economic value in the future in Jeju. Moreover, farm households which are located in the grassland conservation area would be supported 15~31 billion won in every year for grassland conservation but it is only 4~8% of the economic value of grassland i.e. 3,971~4190 billion won. Thus, grassland preservation policy and plan can raise green-tour commercial value of Jeju area as a long-term inside measurement. Those will have to be propelled continuously.