Some well-known luxury fashion brands log off social media or deliberately keep their accounts empty. The article investigates how consumers of high-end fashion brands react to this social media strategy through a series of experiments. This study provides managerial implications for social media strategy of luxury fashion brands.

This paper investigates the effects of aspect ratio and volume fraction of hooked-end normal-strength steel fibers on the compressive and flexural properties of high-strength concrete with specified compressive strength of 60 MPa. Three types of hooked-end steel fibers with aspect ratios of 64, 67 and 80 were considered and three volume fractions of 0.25%, 0.50% and 0.75% for each steel fiber were respectively added into each high-strength concrete mixture. The test results indicated that the addition of normal-strength steel fibers is effective to improve compressive and flexural properties of high-strength concrete but fiber aspect ratio had little effect on the modulus of elasticity and compressive strength. As steel fiber content and aspect ratio increased, flexural beahvior of notched high-strength concrete beams was effectively improved.

본 실험은 고온기 파프리카 재배에서 CaCl2 엽면 살포에 의한 배꼽썩음과 발생과 경감 효과를 알아보고자 과실 크기에 따른 살포 시기, 횟수 및 시간에 미치는 영향을 구명하였다. CaCl2(Ca 0.4%) 엽면 살포는 6월 3일 부터 7월 1일 까지 방아다리 위 4－9 마디의 착과 과실과 잎에 식물체 1주당 350mL/ 회를 처리하였다. CaCl2를 7일 간격으로 4주간 엽면 살포 후 수확한 파프리카의 Ca 함량은 배꼽썩음과 과실의 과폭 11－ 20mm 처리에서 가장 낮았고, pedicel > stem-end > middle, blossom-end 순으로 낮아졌다. 정상과 과실의 Ca 함량은 과폭 31－40mm 처리에서 뚜렷하게 증가하였고 배꼽썩음과와 비교할 때 78% 높았다. 과폭 21mm 이상의 과실 middle과 blossom-end 부위 Ca 함량은 정상과에서는 19.8%－28.8% 였으며, 배꼽썩음과에서는 15.7%－18.5%였다. 과폭 31－ 40mm 처리에서 배꼽썩음과 발생율은 60% 이상으로 급격히 증가하였다. 과폭 크기별 엽면 살포 처리에 따른 파프리카 과중은 차이가 없었으며, 상품과율은 21－30mm 크기에서 가 장 높았고, 당도는 과폭 11－30mm 처리에서 높았다. 과폭 21 －30mm 파프리카에 7일 동안 CaCl2를 3회 엽면 살포하였을 때 세포벽 결합(cell wall-bound, CWB) Ca 함량은 가장 높았고, 배꼽썩음과 발생율은 6.3%로 가장 낮았다. CaCl2 엽면 살포 처리 10일 후 파프리카의 CWB Ca 함량은 대조구에 비해 모든 처리에서 2.9배－3.5배 증가하였다. 하루 중 1회 시간을 달리하여 CaCl2 엽면 살포하였을 때, 7일째 엽소현상이 오전 9시 30분 처리에서 부터 오후 17시 처리 까지 관찰되었고, proline 함량은 처리 시간이 늦어질수록 증가되었다. 따라서 파프리카 여름재배시 배꼽썩음과 발생 경감을 위한 CaCl2 엽면 살포 방법은 과폭 21－30mm인 시기에 3일 간격으로 2회 －3회, 오전 8시 이전에 살포 하는 것이 적합하리라 본다.

본 연구의 목적은 END 금연동기유발 프로그램이 흡연 고등학생의 일산화탄소, 금연자기효능감, 흡연일수, 1일 흡연량에 미치는 효과를 확인하기 위해 실시한 비동등성 대조군 전·후 시차설계를 이용한 유사 실험연구이다. 대상자는 C시에 소재한 고등학생으로 금연에 관심이 있는 흡연학생으로 실험군 27명, 대조군 28명 총 55명이었으며 자료수집은 2018년 7월 12일부터 10월 4일까지였다. 대상자에게 중재한 프로그램은 END 금연동기유발 프로그램으로 주 1회 50분, 총 6주간이었다. 중재결과 실험군은 대조군에 비해 금연 자기효능감(z=110.00, p＜.001), 흡연일수(z=640.00, p＜.001), 1일 흡연량(z=520.50, p＜.016) 이 지지되었다. 따라서 END 금연동기유발 프로그램은 학교 현장에서 흡연 고등학생의 흡연율을 낮추고 금연동기를 유발하여 금연을 유도하기 위한 중재로 본 프로그램의 적용을 제안한다.

Current forces of change such as the digital transformation, the increasing importance of service and experiential luxury, new customer groups with diverse cultural backgrounds and spending habits or rising expectations with regards to transparency and sustainability, force brands to rethink the way they do business. In some cases, this means quickly building up new capabilities, which often exist outside a company’s own organizational structure and cannot easily be developed or integrated. Luxury ecosystems are considered one way of dealing with the challenges of an ever more dynamic, fast-changing and multi- faceted environment. In luxury ecosystems, capabilities are built in collaboration with partners from the same or different industries that share a common vision. However, the ecosystem approach, especially when actively communicated to the outside world and made part of the brand’s DNA, partially stands in contrast to the more traditional notion of exclusivity and the luxury brand as a bounded, proprietary system shrouded in mystery. Based on a qualitative approach, including multiple case studies and interviews, this study examines the opportunities of an ecosystem mindset for Swiss luxury companies, explores different forms and identifies the success factors and limits of the concept.

Marketing communication has undergone significant transformation in recent years. Influencers, who generate content on social networking sites (SNSs), have had a dramatic impact on consumers’ purchase decisions. Brands and marketers are therefore the most effective and powerful marketing tools. Social media influencers, so-called “YouTubers,” have become online opinion leaders by creating and posting content on social media, in contrast to celebrities who are well-known via traditional media in general. Previous studies regarding influencers have focused on the factors that contribute to the effectiveness of influencer marketing across various contexts or person-related factors. However, previous studies have not only elicited mixed findings concerning the effects of influencer marketing, but also reveal a lack of basic understanding of the mechanisms by which video content and influencers themselves impact consumer, particularly in the high-end product industry. Present-day social media influencers are not only information providers but also friendly communicators rather than inaccessible celebrities. Favorable attitudes towards influencers may play a crucial role in consumer behavior when purchasing high-end products in which have high prices and uncertainties. While some studies include the construct of the perception of influencers in their models, there is a lack of research on the effect of influencers and video content. Thus, we expect our empirical research to provide a comprehensive understanding of the nature of social contagion, which is highlighted by social media influencers.

In response to growing instability and a perceived over-commercialization also of luxury brands, there is a trend among consumers to search for meaning and for experiences that feel genuine. The “humanization” of brands may feed the consumers growing desire for authenticity. This paper combines the brand personality concept and brand anthropomorphization and introduces the notion of personality-driven brand management especially for luxury brands and high-end cultural and creative businesses. After an introduction into the concept of brand personality, and with reference to identitydriven brand management, we explain what personality-driven brand management actually means. When the focal point of brand management shifts to the enlivened brand, the brand personality becomes the main source of inspiration for brand-building and influences all branding decisions. With personality-driven branding, managers may leverage the full potential of brand anthropomorphization. For instance, it can help to turn the brand into a strong character, which can spark the employee’s enthusiasm and thus also the customer’s passion for the brand. As a prerequisite of (internal) brand anthropomorphization, managers need to decide what kind of person they would like their brand to represent. For this purpose, they can consult a framework of brand personality dimensions for some guidance. A central part of this paper is a study about the major dimensions of luxury brand personality. Results suggest that there exist five distinct luxury personality dimensions including tradition, modesty, elitism, eccentricity, and sensuality. They help brand managers to develop distinct brand personalities by encouraging them to decide between contrasting traits. After presenting the major strategies to bring a luxury brand personality alive, the paper discusses the benefits of personality-based brand management and concludes with some major lessons learned.

The PBI membrane doped with phosphoric acid (PA) is one of the promising candidates for HT-PEMFC. The proton conductivity of PA doped PBI depends on the acid doping level (ADL). The method to fabricate porous PBI membrane using porogen were reported to increase the ADL. However, high ADL cause complete loss of the mechanical strength of the membranes. In this research, the dead-end porous PBI membranes were prepared using progen to increase the mechanical strength than porous PBI membrane and proton conductivity. The dead-end porous PBI membranes were investigated in terms of ionic conductivity, ADL, SEM and mechanical strength.

일반적인 MBR공법의 경우 허용한계 이상의 고농도 MLSS에서 운영되면 막오염이 급격히 발생된다. 이는 슬러지 케익 축적이 원인이며 이로 인해 분리막 회복을 위한 빈번한 세정이 적용되어야 하고 그 결과 운영비 증가 및 분리막 수 명이 단축된다. 본 연구에서는 (주)에코니티의 자유말단형(End-Free) 분리막을 이용한 MBR 시스템 운전을 진행하였다. 분리막 모듈의 구조적인 특성으로 슬러지가 쉽게 탈리되어 케익의 축적이 발생하지 않아 고농도 MLSS에서도 적용가능함을 확인 하였다. 이에 따라 운전 플럭스를 상향시킬 수 있었고 장기 운전을 통하여 막여과 시스템의 안정운영을 평가하였다.

산소 분리를 위한 세라믹 중공사막을 상전이 방적기술을 통해 제조하였다. 초기 BSCF 선구물질은 고상반응법을 이용하여 합성한 상용 분말이며, 고분자 용액에 분산시킨 후 이중관형 노즐을 통해 사출하였다. 사출된 분리막은 상전이 과정을 거친 후 건조시켰으며 중공사막의 한쪽 끝을 밀봉하였다. 한쪽 끝이 막힌 중공사막의 표면에 dip coating 방법으로 LSCF를 코팅하였으며 1100 ℃에서 소결하여 치밀성을 갖는 한쪽 끝이 막힌 LSCF coated BSCF 중공사막을 제조하였다. 분리막의 공급측은 대기 중 공기를 사용하였으며 투과측은 진공상태를 유지하였다. 투과된 기체의 유량 및 산소의 농도를 측정하였으며 장기투과 실험과 EDS 분석을 통해 분리막의 안정성 평가를 진행하였다.

This paper aims to investigate the alignment between fashion companies’ CSR policy, as communicated through company website, and CSR retail practices customers can actually observe or get information about when visiting company’s retail stores. The case study analysis is carried out using the Mystery Shopping technique. The sample is made up of companies belonging to the top of the fashion luxury pyramid, whilst the visited stores are located in Italy. The purpose of this paper is to provide a classification of companies’ behaviours in deploying CRS policy at the retail level, and to highlight different levels of fit between companies’ CSR policy and CSR practices communicated at the retail-store level. Our results reveal that several companies show a mismatch between their CSR policy and CRS practices communicated in stores to customers.

In the last decade loyalty programs have gained popularity across various industries. They are one of the most popular marketing tools that companies use to increase retention, enhance loyalty and gather ‘big data’. The number of companies adopting loyalty programs is rapidly increasing with fashion department stores grown their loyalty program subscriptions by 70% between 2010 and 2012 (Colloquy, 2013). One of the main reasons for this growth can be attributed to the benefits fashion retailers offer to their customers. A new body of current research had directed its attention to a comprehensive set of benefits offered by loyalty programs as well as their potential to increase customer retention and profitability (Evanschitzky et al., 2012). Until recently, it was debatable if loyalty programs can be effective and appropriate in luxury retailing (Lowenstein, 2009), despite research evidence showing a positive effect of loyalty programs’ benefits on customer retention (e.g. Mimouni-Chaabane & Volle, 2010). Traditionally, luxury companies and retailers build loyalty through top-end and differentiated customer experiences. If loyalty schemes were to succeed in the luxury sector they had to deliver the kind of recognition and rewards that make luxury shoppers feel remarkable. Given the growing interest in loyalty programs and scarcity of research related to their effectiveness in the luxury fashion department stores, this study comes to examine the effectiveness of such programs. In particular, this research examines how the utilitarian, hedonic and symbolic perceived benefits from loyalty programs can influence the satisfaction and trust with the program and consequently store loyalty. These relationships are compared between high- and low-end fashion department stores and the differences in their effectiveness are reported. To test these relationships data were collected form a sample of 984 consumers from an online panel in US, using a structured questionnaire. A range of different department stores that offer loyalty programs were pre-selected through a rater procedure to represent the high- and low- fashion department stores. Using structural equation modelling and multi-group analysis, findings support that the effectiveness of loyalty programs is important to both high-and low-end fashion retailing settings but the strength of this effectiveness varies across the two settings. Specifically, hedonic and symbolic benefits derived from loyalty programs found to be more important in the high-end rather than the low-end fashion retailers. In contrast, utilitarian benefits found to be much more effective in influencing customers’ satisfaction with the program in the low-end fashion retailing. The results of this research address an important research gap and help to better understand customers' perceptions of loyalty program benefits obtained from high- and low-end fashion department stores. Finally, the findings provide clear guidelines for managers in both high- and low-end fashion retailing on how to design effectively their loyalty program rewards, by strategically allocating their resources to the benefits that are more important in their setting.

Recently, luxury markets have been flourishing in East Asian and Western cultures.. At the same time, there is a shift from consumption motives like prestige and conspicuousness towards hedonism, experience and individualization. Based on the demand for appropriate marketing strategies, we develop a framework which links one-to-one marketing to luxury.

일몰 후 적색 및 원적색 광처리가 토마토 묘 소질에 미치는 효과를 조사하기 위해 24일간의 광처리 기간동안 12일 간격으로 묘의 초장, 제1절간장, 줄기직경을 측정하였고, 실험 마지막 날에는 묘의 뿌리와 줄기를 분리 건조하여 각 건물중을 측정하였다. 적색광 처리는 식물의 초장을 억제시키는 것으로 나타났고, 원적색광 식물의 초장신장을 촉진하는 결과를 보였다. 적색 및 원적색광 처리가 식물의 초장에 미치는 효과는 광처리 시간이 10분 또는 20분이든 큰 차이가 없었다. 또한, 적색광 처리된 식물의 줄기직경이 대조구 및 원적색광 처리된 식물의 줄기 직경보다 큰 것으로 나타났다. 적색광 처리는 원적색광 처리 및 대조구에 비해 줄기·뿌리의 건물중비가 작았다. 토마토 묘의 충실도에 미치는 광처리 효과는 적색광 처리가 가장 우수한 것으로 나타났고, 원적색광 처리된 묘의 충실도가 가장 낮았으며 광처리 없는 대조구는 그 중간정도의 충실도를 나타내었다.

In this paper, the shear performance of the deep beams with high strength headed reinforcement was evaluated. The experimental parameters are high strength headed bar a gunboat. The shear span-depth ratio (a/d) of specimens was 1. The development length of headed reinforcement was evaluated to have a great influence on the shear strength of the deep beam.