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- 저자 : Jae Han Jay Min (검색결과 2 건)
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The effects of celebrity‑brand congruence and publicity on consumer attitudes and buying behavior
Jae Han Jay Min,Hyo Jung Julie Chang,Tun-Min (Catherine) Jai,Morgan Ziegler 한국의류학회 2019 Fashion and Textiles Vol.6 No.1
Marketers use celebrity endorsements to make advertisements believable and to enhance consumer recognition of the brand name. However, once a direct link has been formed from a celebrity to a brand, the negative information about the celebrity may reflect on to the endorsed brand. Applying the S-O-R model and the balance theory, the purpose of this study is to investigate the effects of celebrity-brand congruence and publicity on consumers’ attitudes toward the celebrity and brand as well as their buying intention. A survey of a 2 (congruence vs. incongruence) × 2 (positive vs. negative publicity) experimental design was conducted for this study. A total of 120 female Millennial consumers answered the survey and 105 surveys with usable data were collected. The mean age of the participants was 24 years old (SD = 3.28). Results found that the celebrity-brand congruence and publicity play a significant role in consumer behavior related to attitudes toward the celebrity and brand/product, as well as buying intention. Thus, retail marketers need to allocate more investigation into celebrity endorsements that match with brand image that can lead to long-term, positive partnerships.
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신경아교세포에서 탁솔의 세포독성에 대한 nitric oxide와 PKC의 영향
이흥재(Heung-Jae Lee),권상철(Sang-Chul Kwan),이한솔(Han-Sol Lee),허정무(Jung-Mu Hur),최덕화(Deok-Hwa Choi),오재민(Jay-Min Oh),김정중(Jeong Joong Kim),최민규(Min-Kyu Choi),정연태(Yeun-Tai Chung) 대한해부학회 2003 Anatomy & Cell Biology Vol.36 No.5
Taxol은 난소암이나 전이단계에 있는 유방암, 자궁암 및 폐암 환자의 치료에 많이 사용되는 항암제로써, 세포내 미세소 관 (microtubules)을 안정화시켜 polymerization/depolymerization의 역동적 움직임을 방해하여 세포의 분열과 증식을 억제함으로써 아폽토시스를 유발시킨다. 본 실험에서는 protein kinase C (PKC)와 nitric oxide (NO)가 taxol에 의한 세포독성에 미치는 영향에 관하여 살펴보았다. PKC의 활성제인 phorbol 12 myristate 13 acetate (PMA)를 처리한 후에 taxol을 처리한 세포에서는 taxol에 의한 세포의 독성이 억제되었으며, caspase-3의 활성도 억제되었다. 그러나, NO를 유발시키는 sodium nitroprusside (SNP), lipopolysaccharide (LPS)를 처리한 세포에서는 taxol에 의한 세포의 독성이 억제되지 않았다. 이러한 결과로 볼 때, taxol에 의한 세포의 독성이 caspase-3를 경유하여 아폽토시스를 유발시키지만, 세포내에 PKC가 발현되어 있을 경우에는 caspase-3의 활성을 억제시킴으로써 아폽토시스 유발을 막아주었으며, 세포내의 NO의 발현은 taxol의 세포독성을 더욱 증가시켰다. Paclitaxel (Taxol) is known as effective drug for inhibition of cell cycle encouraging in human cancer cells. This drug named an antimicrotubule agent which simulate the mitotic arrest towards an apoptosis. The influence of phorbol 12 myristate 13 acetate (PMA) activated protein kinase C (PKC) and nitric oxide (NO) on taxol-induced apoptosis, is poorly understood. To investigate the effects of PMA and NO on the signal transduction in taxol-induced apoptosis in C6-glial cells, the viability and caspase-3 activity of C6-glial cells were analyzed. Pretreatement with PKC activatior (PMA) protected taxol-induced cell death in C6-glial cells, by inhibited caspases-3 activity. On the other hand, the taxol-induced apoptosis was highly enhanced by sodium nitroprusside (SNP) and lipopolysaccharide (LPS), as NO activator. These results suggest that PMA strongly blocks the apoptotic effect of taxol, while nitric oxide has no protective effects in the process of toxol-induced apoptosis in C6-glial cells.
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