The research aims to estimate the role of SMAs implementation in impacting event image, commemorative product perceived value, and TBIs in the context of sports tourism events. Additionally, this study analyzes the effects of perceived value and event image on TBIs. This article focuses on the following research questions: (1) What is the SMAs' influence on TBIs? (2) What is the impact of SMAs on event image and commemorative product perceived value? (3) What is the role of event image and product perceived value in the relationships between SMAs and TBIs in the sports tourism context? The data collection was done during the Beijing Winter Olympic Games to address the research goals. The study examines the data from 315 valid questionnaires from tourists in the Chinese market by SEM (structural equation modeling).

This study investigated the effect of offering eco-friendly fashion items on consumers’ perceived image of stores and their intention to purchase food in a hybrid cafe setting. The data were collected using an online survey of 465 adults aged 20 to 49 years. In order to compare ‘a general cafe’ where only food is sold and ‘a hybrid cafe’ which offers eco-friendly fashion items as well as food, we developed two store types (general×hybrid) with two store designs (modern×eco-friendly) as stimuli, resulting in four scenarios. The results indicated that offering eco-friendly fashion items at a cafe did not significantly affect consumers’ perceived eco-friendly image of the store. Further, this negatively affected consumers’ perceived healthy and tasty images of the store and intention to purchase food. Such negative effects on the healthy and tasty images of the store increased in the store with a modern design. In conclusion, offering eco-friendly fashion items at cafes may not contribute to enhancing the stores’ images or sales.

Continuing the research stream of Gwinner and Eaton (1999) and Kwon, Ratneshwar et al. (2016), this study proposes a 3x2x2 mixed model experiment to extend the investigation of sport sponsorship‟s influence on the image of the sponsoring brand by perceived brand localness. It is assumed that a brand‟s country of origin presents an integral part of its image. Perceived brand localness either ease or hamper the assessment of image congruence with the sponsored entity via the brand‟s country of origin. As a result, the influence is supposed to be larger for brands local in the sponsored team‟s home country, and lower for brands non-local. A further distinction is drawn for nonlocal brands regarding their belonging to either a western or eastern cultural sphere. The influence is supposed to be less low for brands in the same sphere and additionally low for brands in different spheres. Furthermore, the study replicates Kwon, Ratneshwar et al. (2016)‟s finding that the increase in image congruence is moderated by functional similarity in a cross-country setting. The experiment is conducted in Germany, the UK, China, and Japan with a corporate brand‟s shirt sponsoring of a soccer team as stimulus.

Although country-of-origin has been a controversial topic in literature, there has been little research effort to explain the nature linkage between country-of-origin and perceived quality from consumers in emerging markets. Drawing on the notion of country-of-origin, this study proposes the concept of product-country-image which is operationalized with the three components of cognitive, affective and conative. Structural equation modeling is employed to explore the relationship between the product-country-image and perceived quality. The findings indicate that only ‘affective components’ are positively related to ‘conative components’ among three pairs. What is more, structural equitation modeling demonstrated that the influence of product-country image on perceived quality is simultaneously regardless of the level of consumers’ familiarity with a foreign country’s product. Using data collected from 348 Vietnamese consumers, this study generates new insights for academics and practitioners.

기존의 많은 흡연 연구는 담배 소비 경험을 흡연자의 인지적 측면을 중심으로 이해하고자 하였다. 그러나 흡연자는 담배 소비를 통해서 쾌락적 동기나 사회적 동기를 충족하는 과정에서 자신과 타인에 대한 죄책감이라는 부정적인 정서를 경험할 수 있다. 구체적으로, 흡연자의 담배소비 행동이 흡연자의 이상적 자기개념이나 사회적 자기개념이라 는 기준에 부합하지 않을 때 죄책감이 발생할 수 있다. 이와 관련해서 본 연구는 담배를 소비하는 과정에서 발생하는 죄책감이라는 부정적 정서 경험을 중심으로 흡연자의 심리적 기제를 이해하고자 하였다. 연구 결과, 흡연자는 담배 소비가 제공하는 쾌락적 혜택보다 신체적 피해를 더 크게 지각할수록 자신에 대한 죄책감과 타인에 대한 죄책감을 더 강하게 경험하는 것으로 나타났다. 한편, 흡연자에 대한 사회적 이미지를 부정적으로 지각할수록 타인에 대한 죄책감을 더 강하게 경험하였다. 또한 자신에 대한 죄책감과 타인에 대한 죄책감은 금연 의향을 높이는 것으로 밝혀 졌다. 이와 같은 연구 결과는 흡연자 자신에 대한 죄책감(예. 담배가격 인상)과 타인에 대한 죄책감(예. 간접흡연이 가족의 건강에 미치는 피해를 보여주는 금연 광고)을 유발하는 금연 캠페인이 흡연자의 금연 의향을 높일 수 있다는 점을 제안한다.

The purpose of this study was to investigate the effect of congruency of parent brand image with self-image, perceived risk, and product knowledge on the attitude towards extended product in fashion brand extension. A survey questionnaire was used to collect data from 170 female college students and collected data were subjected to descriptive analysis and regression analysis using SPSS Window program. The results of this study showed that the congruency of parent brand image with self-image and perceived risk had a positive effect on attitude towards extended product, whereas product knowledge had a negative effect on attitude towards extended product in fashion brand extension. Also, the congruency of parent brand image with self-image had a positive effect on the attitude towards extended product in fashion brand extension with positive moderating effect of perceived risk and negative mediating effect of product knowledge.

본 연구에서는 농산물점포인 대형슈퍼마켓을 대상으로 상품의 품질, 애프터서비스, 판매촉진, 상품다양성 등 점포이미지 요인과 만족, 점포의 지각된 품질, 고객충성도 간의 관계를 분석하여 점포의 지각된 품질, 만족, 고객충성도 각각에 대한 점포이미지 요인을 확인하였고, 또한 점포이미지 요인이 고객충성도에 미치는 영향을 확인하였다. 연구결과로는 점포이미지 차원과 점포의 지각된 품질 관계에서 상품의 품질, 애프터서비스 및 판매촉진이 점포의 지각된 품질에 영향을 주었다. 점포이미지 차원과 만족 관계에서 상품의 품질, 판매촉진 및 상품의 다양성이 만족에 영향을 주었다. 점포이미지 차원과 고객충성도 관계에서 상품의 품질 만이 고객충성도에 영향을 주었다. 다음으로 점포이미지 차원, 점포의 지각된 품질, 만족 및 고객충성도 등 구성개념 간의 관계에서는 상품의 품질, 애프터서비스 및 판매촉진은 점포의 지각된 품질에 영향을 주었고, 상품의 품질 및 상품다양성은 만족에 영향을 주었다. 점포의 지각된 품질은 만족에 영향을 줌으로써 만족은 고객충성도에 영향을 주었다.

디스플레이의 화질평가에는 일반적으로 주관적인 화질평가와 객관적인 화질평가로 나누어진다. 객관적인 화질평가는 디스플레이의 물리적 특성을 측정하고 평가한다. 주관적인 화질평가는 시청자의 주관에 따른 디스플레이의 화질을 평가하는 방법이다. 디스플레이의 화질평가에 있어 객관적인 화질평가 방법은 화질의 정도에 대해 정량적으로 평가가 가능하나 관찰자의 감성, 관심영역, 외부환경이 등이 고려되지 않아 객관적인 평가방법이 시청자의 주관적인 평가의 결과와 일치하진 않는다. 반면에 주관적인 평가는 많은 시간이 소요되고, 정량화의 방법 또한 어렵다. 이에 따라, 디스플레이의 화질 평가에 있어 인간 시각 특성에 대한 분석과 정량화가 필요하다. 본 논문에서는 모바일 디스플레이의 화질을 평가함에 있어 인간의 주관적인 특성에 대해 인지 백색점과 인지 색 재현을 모델링하여 주관적 화질 평가의 정량화 방법을 제안한다. 이를 모델링함에 있어 주관적인 실험을 통해 선호 백색점과 11개의 primary 색에 대해 선호 색 좌표를 찾고, 이에 대해 평가 할 모바일 디스플레이의 특성화 된 영상과의 색 좌표의 거리를 통해 인지 화질평가의 정량화 방법을 제안한다.

This study aims to explore the effect of three factors of Servicescape on customers’ emotion, perceived quality and image. The proposed model was tested in medical tourism context in Portugal, using a sample of 332 fully completed questionnaires. Findings reveal that ambient and design are the most important factors in formation Servicescape itself. Servicescape is an effective antecedent of customer image, perceived quality and pleasure-feeling. Finally, the article also provides managerial implications and suggests avenues for further research.

The purpose of this study is to identify the determinants of store loyalty for the Internet fashion shopping malls. As determinants, this study included self-image, perceived risk, and conformity. This study hypothesized that positive self-image influences the Internet fashion shopping mall loyalty through perceived risk and conformity. Regarding the relationship between perceived risk and conformity, this study hypothesized that perceived risk positively influences conformity. Using convenience sampling method, data were gathered by surveying university students living in Seoul. Two hundred forty four questionnaires were used in the statistical analysis, and factor analysis and path analysis were conducted using structural equation modeling in analyzing data. The results showed that positive self-image significantly influenced the internet fashion shopping mall loyalty indirectly by influencing perceived risk. The results also showed that perceived risk positively influenced conformity which positively influenced the internet fashion shopping mall loyalty.

The purpose of this study was to measure the effects of menu price and image on perceived sacrifice and value of tourist restaurant, the mediating effects of perceived sacrifice on the relationships between menu price and value, and between image and value. A total of 273 questionnaires were completed. ANCOVA was used to measure the mediating effects of perceived sacrifice on the relationships among menu price, image, and value. When the menu price and perceived sacrifice were regressed on the value, the menu price and perceived sacrifice were statistically significant. Moreover, when the image and perceived sacrifice were regressed on the value, the image and perceived sacrifice had a statistically significant effects on value. The results demonstrated that perceived sacrifice played a mediating role in the relationship between menu price and value.