본 논문은 동시대 미술에서 나타나는 아카이브의 형식을 통해 개인의 차원에서 역사를 반추할 수 있는지 살펴본다. 아카이브는 단순히 기록 보관소의 역할을 넘어서 사적인 기억을 재편하고 가상의 서사를 전개하는 데 두루 활용되고 있다. 또한 선형적인 시간성을 의도적 으로 흐트러뜨려 본래와 다른 맥락을 만들어내며 현재를 과거와 매개하는 구조를 갖고 있다. 그렇게 선별된 것들은 탈맥락화의 과정을 거쳐 임의적이고 가변적인 의미를 갖게 된다. 이러한 작업은 개인이 집단과 맺게 되는 관계에 질문을 던지고 흩어진 과거의 흔적을 재구성하여 비공식적인 역사로 다시 쓰려는 시도이다. 이를 위해 본인과 마르셀 뒤샹, 아크람 자타리의 작품을 사례로 분석하여 대안 서사의 개념을 고찰해보고자 한다. 결국 이 논문은 수집과 배 열의 방법론을 통해 과거의 잔해를 발굴하고 새로운 형태로 복원할 수 있는 가능성에 대해 모색한다.

이 연구의 목적은 1) 베트남 고등학생들을 대상으로 Lee et al. (2024)에서 보고한 개정 시스템 사고 검사 도구 의 타당도를 재검증하고, 2) 연구에 참여한 우리나라 고등학생과 베트남 고등학생 간 시스템 사고 능력에 대한 차이를 알아보는 것이다. 이를 위하여 베트남 고등학생 234명이 베트남어로 번역된 개정 시스템 사고 검사 도구 20문항과 STS 척도 20문항에 응답한 자료를 활용하였다. 타당도 분석은 문항 반응 분석(Item Reliability, Item Map, Infit and Outfit MNSQ, 남녀 집단의 DIF)과 탐색적 요인 분석(프로맥스를 활용한 주축 요인 분석)을 통해 검증하고, 나아가 우 리나라 고등학생 475명의 데이터를 함께 활용하여 구조 방정식 모형을 이용한 잠재평균비교를 통해 검증하였다. 연구 결과는 다음과 같다. 첫째, 베트남어로 번역된 R e_ STMI 2 0문항의 문항 반응 분석 결과 Item Reliability는 .97, Infit MNSQ는 .67-1.38으로 나타났으며 Item Map과 DIF 분석에서도 선행 연구에서 보고된 결과와 일치하는 결과가 도출되 었다. 탐색적 요인 분석에서는 모든 문항들이 의도한 하위 요인에 적재되었으며, 요인별 신뢰도는 .662-.833, 전체 신뢰 도는 .876으로 분석되었다. 우리나라 고등학생과 잠재평균비교를 위한 확인적 요인 분석에서 도출된 모형 적합도 수치 는 모두 수용 가능한 값으로 분석되었다(χ 2 /df: 2.830, CFI: .931, TLI: .918, SRMR: .043, RMSEA: .051). 마지막으로 연구에 참여한 우리나라 고등학생과 베트남 고등학생 간 잠재평균비교에서는 시스템 분석, 정신 모델, 팀 학습, 공유 비전 요인에서 작은 효과 크기가, 개인 숙련 요인에선 중간 이상의 효과 크기를 보이며, 베트남 고등학생들이 시스템 사고 능력에서 유의미하게 높은 결과를 보여주었다. 이를 통해 개정 시스템 사고 검사 도구 문항은 안정적인 신뢰도와 타당도를 가지고 있음을 확인할 수 있었다. 앞으로 학생들의 시스템 사고 연구와 관련하여 베트남어 및 영어 등으로 번역한 문항을 활용하여 시스템 사고의 국제 비교 연구도 진행할 필요성이 있을 것이다.

In South Korea, the level of Highway Pavement Management System (HPMS) was developed since early 2000. During this time numbers of professional pavement condition monitoring equipment were developed and applied in the actual field. One of the remarkable results is 3D Pavement condition Monitoring profiler vehicle (3DPM) designed and developed in Korea Expressway Corporation Research Division (KECRD). Thanks to this equipment, The surface condition of current pavement can successfully be monitored and proper following management strategy cab be established. However, the inner condition of pavement layer cannot be monitored dur to limitation of 3DPM equipment. In this paper, Bending Beam Rheometer (BBR) mixture creep test was performed to verify the effectiveness of current 3DPM equipment. It was found that the current 3DPM equipment has reasonable feasibility on surveying pavement condition.

Evaluation of low temperature performance of asphalt mixture is significant not only for mitigating transverse thermal cracking but also for preventing potential traffic accidents. In addition, the engineers in pavement agency need to inform the proper pavement section where urgent management is needed. Since early 2000, Korea Expressway Corporation Research Division (KECRD) developed an 3D Pavement condition Monitoring profiler vehicle (3DPM) to survey expressway pavement surface condition precisely. The management of whole expressway network became more precise, effective and efficient than before due to application of 3DPM and HPMS. One thing recommended is: performing extensive mechanical test and corresponding data analysis work procedure to further strengthen the feasibility of current 3DPM approach and HPMS. In this paper two activities were considered: first, the pavement section where the urgent care is recommended is selected by means of 3DPM approach. Then asphalt mixture cores were acquired on that specified section then low temperature fracture test: Semi Circular Bending (SCB) test, was performed. The mechanical parameters, energy release rate and fracture toughness were computed then compared. It is concluded that the current 3DPM approach in KEC can successfully evaluate and analyze selected pavement condition. However, more extensive experimental works are needed to further strengthen the current pavement analyzing approaches.

PURPOSES : The numeric-based Highway Pavement Management System (HPMS), along with an advanced three-dimensional pavement condition monitoring profiler vehicle (3DPM), in South Korea has presented remarkable advancements in pavement management since the early 2000. Based on these results, visual distress on pavement surfaces can be easily detected and analyzed. Additionally, the entire expressway pavement surface conditions in South Korea can be easily monitored using the current graphical user interface-based advanced information graphic (AIG) approach. Therefore, a critically negative pavement section can be detected and managed more easily and efficiently. However, the actual mechanical performance of the selected pavement layer still needs to be investigated in a more thorough manner not only to provide more accurate pavement performance results but also to verify the feasibility of the current 3DPM and AIG approaches. In this study, the low-temperature performance of the selected asphalt pavement layer section was evaluated to further verify and strengthen the feasibility of the current 3DPM and AIG approaches developed by the Korea Expressway Corporation. METHODS : Based on 3DPM and AIG approach, the positive and negative-riding-quality road sections were selected, respectively. The asphalt material cores were extracted from each section then bending beam rheometer mixture creep test was performed to measure their low-temperature properties. Based on the experimental results, thermal stress results were computed and visually compared. RESULTS : As expected, the asphalt material from the negative driving performance section presented a poorer low-temperature cracking resistance than that from the positive driving performance section. CONCLUSIONS : Current 3DPM equipment can successfully evaluate expressway surface conditions and the corresponding material performance quality. However, more extensive experimental studies are recommended to verify and strengthen the findings of this study

As millennials are continuously growing; hence they are considered today's fine jewelry business treasure. Understanding why they buy fine jewelry using the means-end theory is the key objective of this study. Brand, function and beauty are means that lead to happiness and self-confidence, the end value of millennials mindset

The object of this study is to evaluate whether the means of egress of Jechon Sports Center and Miryang Sejong Hospital, where massive fire human casualties occurred in 2017 and 2018 respectively, comply with NFPA 101(Life Safety Code), and to suggest the need for supplementation of domestic means of egress regulations. The study evaluated the number and arrangement of the means of egress, travel distance, common path of travel, dead end and discharge from exit for each building by applying the means of egress regulations of NFPA 101. As a result of the evaluation through NFPA 101, the travel distance was appropriate, but some of the other items except for the travel distance did not meet NFPA 101. The regulations that need to be supplemented are 1)occupant load calculation 2)egress capacity calculation 3)continuous concept of means of egress 4)concept of common path of travel. It is especially necessary to revise the requirement for fire door of the evacuation floor(normal 1st floor) of the stairwell in case of below the five story building.

본 연구의 목적은 약선요리 소비가치에 대한 인구통계학적 차이점을 검정하고 이를 토대로 시장 세분화 전략을 제시 하는데 있다. 이를 위해 무작위 표본추출을 통한 설문조 사를 실시하였고, 회수된 설문지는 SPSS Ver.17을 이용해서 신뢰도 분석 및 요인분석, 계층 일반적 특징적 및 K-Means 군집분석을 실시하였다. 기능 영양사회적중시형 의 일반 적 특징은 남자보다는 여자의 선호도가 높고, 연령층 및 학력 전업주부들이 선호하고 있다. 기능영양사회적 중시형 시장 특징은,약선요리를 먹을 때의 행복함과 사회적 관계를 중시하며, 기능적 측면을 고려한 소비계층이다. 무관심형 의 일반적 특징은 여자보다는 남자들이 많으며, 특히 20대 이하 및 학생층에서의 특징이고, 학력별 구분할 수 있는 차이 가 없다. 무관심형의시장 특성은 남자, 20대이하 및 학생층에서 의미를 부여할 수 있을 만큼의 약선요리의 소비가치가 나타나지 않았다. 기능적 중시형 일반적인 특징은 직업별 로 학생층을 제외한 여타의 직업군에서 중시하는 성향을 보인다. 기능적 중시형의 시장특 성은 연령과 직업군에서는 뚜렷한 소비가치의 중요성을 인식하고 있다. 이러한 연구의 결과는 약선요리에 대한 시장 세분화를 설정하고 이에 대한 세부전략을 수립하는데 있어 의미있는 시사점이 될 것이다. 소득수준이 향상됨에 따라. 건강한 삶에 대한 수요 욕구가 증가하는 것이 일반적인 추세임을 고려해 볼 때, 약선요리의 기능적 특성을 반영한 마케 팅 전략을 수립한다면 새로운 음식문화의 한 장르로 확산발전 될 것으로 예상된다.

본 연구는 유마거사의 보살행과 지혜방편 속에서 복잡한 현대사회에 서 부적응적 심리적 불편감을 느끼는 내담자를 돕고자 하는 전문상담사 의 태도를 찾아보고자 하였다. 불교적 시각에서 보면, 유마거사는 재가 불자로써 수행을 게을리 하지 않고 탁월한 지혜방편으로 중생에게 이익 을 주는 보살행을 실천하는 이상적인 인간상이다. 전문상담사로서 현대 적 보살행이란 내담자들의 심리적 문제를 해결해주겠다는 원을 세우고 그에 맞는 다양한 상담이론과 기법들을 연구·활용하여 효과적인 상담을 하는 것이다. 유마거사는 ‘자식이 아프면 부모도 아프다’는 부모의 한없 는 자비심을 중생에게 보여 주었으며, 특히 유마거사의 병은 문병 온 사람들에게 무상(無常)의 가르침을 주기 위한 방편이었다. 아울러 자신 의 해탈만을 생각하는 소승적인 삶에 대한 비판적인 방편이기도 하였 다. 이와 같은 유마거사의 자비심과 지혜방편은 전문상담사가 갖추어야 할 이상적인 태도이다. 유마거사의 보살행과 전문상담사의 조력행은 타 인에게 도움을 주는 이타행이라는 공통점을 찾을 수 있지만 현실에서의 전문상담사는 현대사회의 직업인의 한 사람으로 직업윤리와 사회적 역 할에 있어서 한계점이 있다. 그럼에도 불구하고 전문상담사는 유마거사 의 보살행을 모델링하여 자신을 끊임없이 성찰하고 인간을 이해하고 사 랑하는 자리이타행을 하고자 노력해야 할 것이다. 그런 의미에서 본 연구는 유마거사의 자비보살행을 통해 상담의 질적 향상을 위한 전문상담사의 태도를 살펴본 것에 의의를 두었으며 앞으로 우리나라의 실정에 맞는 상담사의 윤리에 대한 지침과 더욱 성숙한 전 문상담사가 되기 위한 실천방안으로 상담사의 역량을 강화할 수 있는 전문상담사를 위한 프로그램이 더 깊이 연구가 되기를 기대한다.

The aim of this study is to identify the value structure of active seniors for noodles. Noodles are the secondly most preferred and familiar food in Korea, followed by rice. And noodles also have a variety of tastes/flavors and even a variety of ceremonial characteristics. The necessity of offering proper food to seniors has recently increasing because Korea becoming an aged society. This study conducted 1:1 in-depth interviews with 30 active senior participants using the soft laddering technique, which is based on the means-end chain theory. The Implication Matrix and HVM were derived from performing content analysis. The active seniors mainly consider the ‘taste’, expecting to obtain the ‘satisfying taste’, and pursuing the ‘family affair’, ‘pleasure’, and ‘self-satisfaction’. The results of this study indicated that the taste is the most important attribute and the active seniors consider their family as well as the pleasure and satisfaction of their own. Male seniors mainly pursue the ‘pleasure’ and ‘self-satisfaction’ by satisfying their taste through considering ‘taste’ and ‘familiarity’. But female seniors mainly pursue the ‘family affair’ by ‘satisfying taste’ through considering ‘taste’. These results can be used as a basic data for developing noodle products for the elderly. This study will also contribute to the development of special care food and product concepts for the silver generation.

Dipalmitoyl phosphatidyl choline(DPPC), Polyphenol 유도체, 그리고 Hematoxylin-Eosin은 5분 동안 산성 상태에서 직접 초음파 처리하여 명확한 표준용액을 제공했다. 25 ℃에서 DPPC 계의 레시틴소포에서 폴리페놀유도체의 흡수특성은 흡수분광학에 의해 분석하였다. 레시틴소포에서 단량체와 이량체 사이의 폴리페놀유도체의 평형은 폴리페놀유도체의 저농도에서 존재했지만 올리고머는 레시틴소포 의 고농도에서 소포안에 형성되었다. 폴리페놀유도체의 일정한 농도에 Bacteriorhodopsin(BR)을 첨가함으로써 DPPC의 상전이동안 폴리페놀유도체의 흡수비율(α/β)이 감소되었다. 기둥이 있는 곳에 라멜라 소포와 uni- and multilamella 응집체의 혼합물이 존재한다. 용출된 기둥과 혼합물사이의 속도 차이가 관찰되었으므로 기둥 용출된 라멜라반응 보다 촉매 효과를 나타냈다. DPPC 및 폴리페놀유도체에 대한 가수분해의 상전이 온도는 DPPC 및 폴리페놀유도체 보다 높게 측정되었다.

This study was conducted to improve growth performance of Hanwoo heifer and to produce high quality of meat with dietary means during growing and early fattening period. Particularly, additional energy diet to relieve estrus stress was main purpose in this study. The results of in vitro rumen fermentation indicated that there was no negative effect by additional energy diet as treatments. In the feeding trial, twenty Hanwoo heifers(average 10 months age) were allocated and distributed into two treatments in randomized block design based on body weight. There were three growth stages such as growing, early fattening and late fattening periods in this feeding program, respectively. In growing stage, there were two treatments consisting of only total mixed ration(TMR) as a control and TMR with additional energy treatment. The experimental diets were fed twice a day, and water and mineral were freely accessed. In additional energy treatment, 500 g of concentrate diet was fed daily to relieve estrus stress due to obese with high energy intake. Not outstandingly differences were found across the treatments during entiretrial period. While, unexpectedly greater feed conversion ratio in treatment compared to the control was found during late fattening period. It seems that the blood cortisol decreased with addition energy supplementation compared with the control during trail period. Carcass characteristics including carcass weight, back fat thickness, marbling score, meat color, fat color, maturity and texture were not significantly different each other. Rib-eye area, however, was greater in the control compared to the treatment(p<0.05). In addition, it appears that yield index was tended to be greater in the control. In conclusion, it is suggested that additional energy supplementation to Hanwoo heifer could get a potential in improving meat quality and relieving estrus stress.

The paper is depicting an initiative created by a creative industries entrepreneur in Bandung, Indonesia, to enable local talents in order to be sustainable. It is one example of how the government, business practitioners and academics are able to collaborate in producing the way forward for a city.

The concept of performance-based contracting (PBC) has received an increasing attention in both academic research and business practice over the last decade. Typically, in a PBC an industrial supplier is paid based on the outcome created with an investment good. This payment covers the actual usage as well as all related maintenance and repair efforts for the resource (Böhm, Backhaus, Eggert, & Cummins, 2016). Although the concept of PBC is not new, research on this topic is still on a preliminary level (Essig, Glas, Selviaridis & Roehrich 2016). As the customer orientation in service-oriented sales processes is crucial (Haas, Snehota, & Corsaro 2012; Terho, Haas, Eggert, & Ulaga 2012), our study explores customers’ requirements and motivational patterns within a PBC sales process. We report on data obtained in laddering interviews with 31 PBC-experienced customers in Europe from three industries (industrial air supply industry, gas supply industry, filling and packaging industry). Results from a means-end-chain analysis indicate that PBC customers have a higher sense of duty (e.g., by analyzing suppliers’ competence for operating a PBC), a distinct need for security (e.g., by requiring positive emotions for purchase decision), a comprehensive sense of responsibility (e.g., in terms of the long-term contractual obligation) and perfectionist values for purchase decisions (e.g., by striving for an optimal technical and contractual PBC design). Since these aspects address the PBC sales process, our study contributes by generating empirical evidences for value-based selling techniques and by generating management implications for a customer-oriented selling of PBC.

Understanding consumer insight in luxury watch purchase is crucial in the current situation where the industry is recovering from a downturn. Today, the consumer does not only purchase a luxury watch to impress others as in the past. Using the means end chain approach, this study discovers that branding, together with design, function and price are key attributes that customers consider. Consequently, the consumer benefits from having a sense of personal identification. In addition, today the consumer perceives the benefit of luxury watch purchase as an investment. Therefore, they seek product distinction, durability, and a value-work product, in order, to serve the perceived value of capital investment. The results of the study reflect a changing trend in the luxury consumer. Prestige value is not the only key factor determining the purchase decision as was found in previous studies. Therefore, the luxury watch players, in an effort to elicit increased sales, should consistently build the brand profile by offering both functionality and design. Furthermore, communication of focus on quality leads to durability that would be considered as an investment asset from generation to generation. Introduction In the luxury watch industry, despite the start of a recovery, from a downward trend, the growth rate is forecast to be at a slow pace (ReportLinker, 2017; Deloitte, 2016). The global luxury watch players face the challenge of decreasing demand as per the change in consumer behavior (Financial Time, 2017). Like other luxury goods, the luxury watch is considered as a product that is not entirely necessary but the drive behind the buying intention is due solely to the personal desire of the consumer In addition, individual perception as well as consumer purchasing power, has a strong link with decision making. Why a consumer buys a luxury watch today is rather different from why they bought one ten years ago (Adams, 2017). This study is conducted in order to understand luxury watch consumer insight using the means end theory, in ways of appropriation, and examine variations in consumer willingness-to-pay (Gengler & Mulvey, 2017). Luxury consumption behavior There are numerous studies to be found that explore luxury product consumption starting from extrinsic themes like consumer purchasing power (e.g. Veblen, 1899), consumer characteristics (e.g.Dubois & Laurent, 1993); (O'cass & McEwen, 2004), consumer behavior (Vigneron & Johnson, 1999; Kastanakis, & Balabanis, 2012) to intrinsic themes like consumer motivation (e.g.Xiao-hui, 2006; Truong & McColl, 2011), consumer perception (e.g. Zhan & He, 2012; Vigneron & Johnson, 2017) and at a more subjective level of consumer value (Sukhdial, Chakraborty, & Steger, 1995; Moraes, Carrigan, Bosangit, Ferreira, & McGrath, 2017; Vigneron, & Johnson, 2017). This is because the nature of the consumer has changed. The current consumer does not view purchasing a luxury item as a vehicle to impress others but much more to serve their own perspectives (Wiedmann, Hennigs & Siebels, 2009). Thus to cope with this downtrend, it is necessary, nowadays, for luxury brand suppliers to have a deep and detailed understanding of customer insight. Means end chain theory (MEC) and laddering MEC has been regarded as one of the most felicitous theories in consumer research since 1980 (Grunert et al. 2001). It was developed to help understand consumer insight in the decision making process (Gengler, Mulvey, & Oglethorpe, 1999) starting from how the consumer thinks about a product and why they buy it. Through MEC (Olson and Reynolds, 1983; Gutman, 1982; Howard, 1977; Young and Feigin, 1975), the researcher and marketer can discover the salient meanings consumers associate with products, both in services and behavior. The chain explains the linkage; starting from attributes through to consequences, and then to values in the form of a hierarchial model Gutman, 1982; Gengler, Mulvey, & Oglethorpe, 1999; Leao and Mello, 2007). Beginning with the first level, attributes are characteristics of the product/service the consumer is expecting which can be both tangible and non-tangible features. However, attributes will mean nothing to the consumer, without so called consequences (Klenosky, 2002). At the second level of the hierarchical model, consequences are benefits that take part in explaining why those attributes are important to consumers (Olson and Reynolds, 1983). The consumer is looking for particulars benefits when purchasing that certain product or service (Voss and Gruber, 2006). The final level is value. The consumer judges the benefit of the product based on the perceived value, in the mind of the customer (Gutman, 1982; Olson and Reynolds, 1983; Costa, Dekker, and Jongen, 2004). It is notable that the higher the hierarchial level, the greater the level of abstraction (Woodruff & Gardial, 1996). Using the MEC helps gain consumer insight information which allows the luxury brand supplier to offer products which are best suited for their targeted consumers (Petison, Thongthou and Lekmoung, 2012). Methodology By its nature, the MEC is adopted as a qualitative research method. In order to understand why a consumer is interested in a product and makes a purchasing decision (Smith and Swinyard, 1999); the decision making process can be revealed using the laddering interview (Gutman, 1982; Olson & Reynolds, 1983; Ozguven, 2012). Through the laddering interview, researchers decide to apply a soft laddering interview; an open answer question, rather than hard laddering interview; or a fixed answer question, to enjoy the benefits of go by the flow (Ozguven, 2012). Furthermore, soft laddering interview is well suited to the elite in a sense that interviewer can adjust questions depending on answers and ambience (Harvey, 2011). In this study a total of 30 luxury watch consumers; 18 females and 12 males, who recently bought luxury watches in 2017 were interviewed. This is because the researchers want to obtain the most up to date information. This group of consumers tended to purchase a luxury watch every year. The most popular brands these consumers purchased are Rolex, Patek Philippe, Panerai and Audemars Piguet. In face to face time, a semi structure interview was applied based on Reynolds and Gutmam (2001), who suggested questions such as; What affects your purchasing decision?, How do you feel about the product? Why do you want to wear this watch? etc. All interviews were recorded and verbatim transcripts produced. Content analyses were applied following the interviews. The preliminary categorization was into groups of attribute consequence and value, and recurring words with similar meanings collected in clusters. Research triangulation was applied to ensure validity. The researchers created a hierarchical value chain for each consumer then analyzed the findings by using LaddermapTM software. Results According to the content analysis process, a total of 28 attributes, 22 consequences, and 15 values were found in the study. Through the LaddermapTM software analysis only 7 attributes, 11 consequences, and 9 values can be reported as in figure 1. Figure 1: Hierarchial value map of luxury watch purchase Brand is the most important attribute from the viewpoint of the luxury consumer followed by design, price and function. For example, one consumer mentioned that “…brand helps one who wears it by identification…it reflects a certain lifestyle…wearing a Rolex is easy to take care of because of its quality as well as the ease to wear on any occasion…it is value for money… but more than this as it constantly appreciates in value.…” In addition, brand is a key attribute that leads to two most important consequences which are personal identification and investment. However, impressing others, which used to be a key rationale for purchasing luxury product is found to be absent from the top consumer benefits nowadays. However, today, luxury brand consumers are more concerned with distinction, durability, and value-work product as a consequence of watch purchase. For example, one consumer said that “…normally, women do not wear Pannarai. I love to be different…so I bought a limited edition….I wear it constantly for both work and leisure activities…although the price is high, I feel secure with the price paid…it has a warranty and good after- sales service…” Among reported values, monetary satisfaction is found to be the most the important followed by self- image and pleasure. For example, one consumers said that “…I always buy Rolex…my parents also use Rolex. From my parent’s experience of use, it was made aware that the Rolex is fabulous due to its quality and resale price. …I have never ever changed my mind about Rolex…it is excellent value as an investment…I am happy and satisfied with the money I have spent…” This study also found other consumers who expressed their satisfaction with money invested in comparison with another investment options such as gold or stocks. Moreover, it is an investment that can be passed on to their children. Discussions and Implications Nowadays, brand, design, price and function are the key attributes that luxury consumers focus on. Luxury brand suppliers should pay particular attention to a design that reflects the unique identity of the brand and distinguishes it from competitors. This is a consistent finding of Subhadip, Jain, &Matta (2018) that the luxury product ought to reflect its own creativity, artistry, and uniqueness. Moreover, consumers prefer a luxury watch that offers various functions that they can be used with ease on any occasion. In addition, the luxury consumer does not only purchase a watch that represents their self-image and bring in pleasure value, but also monetary satisfaction which is found to be most important nowadays so that the luxury watch player should advertise their brand based on this distinctive study finding. Durability is a reflection of quality brand. Warranty is the linkage between quality and value for money. Monetary satisfactory also comes from the benefits of investment and a generation to generation heritage.