This research was conducted to develop a brand personality model that could be used to measure and compare the brand personality of a same brand across cultures. The results suggest that for West (the U.S.) and East (Japan), the bicultural BPD have five distinct dimensions of Sincerity, Sophistication, Ruggedness, Excitement, and Peacefulness, represented by the 15 attributes (wholesome, warm, kind, upper-class, elegant, romantic, masculine, tough, rugged, trendy, exciting, imaginative, shy, naïve, and childlike). The results show that many global brands have different brand personality perceptions across cultures. Only four (Levi’s, Nintendo DS, Shell, and Visa) out of 21 global brands had the same brand personality perceptions in two cultures. These results may be inconsistent with the definition of global brands—brands whose positioning, advertising strategy, personality, look, and feel are same or at least similar from one country to another. However, the results confirm the findings of Aaker et al. (2001) that brands have culturally specific meaning. The results also confirm the “the lure of global branding”—the goal of developing one strong global brand is often unrealistic (Aaker & Joachimsthaler, 1999). Still, in the business world, many companies are trying to globalize their own brands in order to enjoy the high economies of scale. Hence, it is important for the business managers to be able to measure the results of their global branding efforts. This research provides a tool, the bicultural brand personality model, the managers could use to measure their global brands in Western and Eastern cultures, and understand the similarity and differences across two cultures.

In this study, causes and consequences of bullying were explored, focusing on victim personality and appearance factors. The research model included the relationships among bullying, important causes of bullying (aggression, cleanliness, and obesity of victims) and consequences of bullying (self-esteem and depression) and was tested through survey data from 594 (194 male and 404 female) middle school students. Data were analyzed using descriptive statistics, confirmatory factor analysis, and path analysis with SPSS and AMOS. In the results of the model tests, victims who are more aggressive, less clean, and more overweight are more likely to be bullied. In addition, adolescents bullied by others tend to have lower self-esteem and more depression. Furthermore, the model comparison was assessed by gender and a difference between the two gender models was found. In the check of critical ratio for difference, it was concluded that the cleanliness of the victim is a more important cause of bullying for male adolescents than for female adolescents. It is meaningful to confirm the effects of the victim’s appearance factors on bullying in the literature focusing on personality issues of victims. Educators and counselors may refer to the findings in developing counseling guidelines and manuals to prevent bullying in school.

게임에서의 지능형 NPC는 게임 사용자와 상호작용을 수행하는 대표적인 객체로 게임의 재미를 극대화하기 위해 다양한 역할을 수행하도록 모델링 된다. 사용자와 NPC의 상호작용에는 감성적 상호작용을 포함하여, 이러한 감성적 상호작용은 감성 표출을 의미하는 행동 제어를 통해 다양성을 갖도록 표현된다. 본 연구에서는 게임 환경에서 발생할 수 있는 객체 간 감성적 상황정보에 따라 NPC의 행동을 제어할 수 있도록 하기 위해 NPC의 성격 모델을 설계한다. 특히 AHP를 이용한 NPC의 성격 모델링을 통해 모델링 시점에서 유추 가능한 NPC의 성격 모델링 방법과 얻어진 성격 모델을 이용해 NPC 행동 제어 방안을 제안한다.