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- 저자 : Jungkeun Kim (검색결과 81 건)
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SELF-INCONGRUITY AND IDEAL CONGRUITY EFFECTS OF LUXURY FASHION BRANDS
Jae-Eun Kim,Jieun Kim,Jungkeun Kim 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06
Past research has shown that the self-congruity effect (Sirgy, 1982) is an important key predictor for consumers’ responses (e.g., attitude, purchase intention, choice, satisfaction, and loyalty) toward various marketing stimuli such as brand, store, and product (Barone, Shimp, and Sprott, 1999; Sirgy, Grewal, & Mangleburg, 2000). The self-congruity effect refers to the match between consumers’ actual self-concept and the image of objects compared, such as brand image, product image, store image, and advertising materials (Choi & Rifon, 2012; Sirgy, Grewal, & Mangleburg, 2000). These relationships, however, have not been tested in the context of luxury brand products (Sirgy, 1982). Our purpose is to address this knowledge gap by investigating the relevancy of self-congruity theory to the purchase of luxury brands. In contrast to the long-standing self-congruity effect, we propose that actual self-incongruity and ideal self-congruity effects will work when consumers evaluate luxury fashion brands. A survey method was used to gather data. Data were collected through an online panel provided by E-rewards, a marketing research company located in the United States. A stratified sampling method was employed to obtain an evenly distributed number of participants from different income classes. The strata was identified by income. Three strata were developed: (1) more than $100,000; (2) $55,000 to less than $100,000; and (3) less than $55,000. The sample (n = 502, average age = 41) represented most demographic categories. We tested the influence of actual self-incongruity and ideal self-congruity on brand attitude, purchase intention, and perceived quality for 3 brands. Actual self-incongruity had a significant positive effect on brand attitude, whereas ideal self-congruity had a significant positive effect on brand attitude, purchase intention, perceived quality. Overall, the results supported our main hypothesis. We conducted an additional analysis to examine the moderating role of income. Specifically, for brand attitude, the influence of actual self-incongruity was significantly positive only for the low-income group. The influence of ideal self-congruity was significantly positive only for the low- and middle-income groups. For purchase intention, the influence of ideal self-incongruity was significantly negative only for the low-income group, whereas the influence of ideal self-congruity was not significant for the middle- or high-income groups. Finally, for perceived quality, the influence of actual self- and ideal self-incongruity was significant only for the middle-income group, whereas that influence was not significant for the high-income group. This research contributes to the self-congruity effect in the context of luxury brands. Our results show the positive influence of ideal self-congruity and actual self-incongruity on the evaluation of luxury brand products. This is the first study identifying that actual self-congruity has a negative influence on the evaluation of brands in a luxury market context, as opposed to previous findings. Our results provide important implications to practitioners in planning their marketing communication strategies or consumer relationship management for luxury brand consumers.
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UV-curing kinetics and performance development of <i>in situ</i> curable 3D printing materials
Kim, Ye Chan,Hong, Sungyong,Sun, Hanna,Kim, Myeong Gi,Choi, Kisuk,Cho, Jungkeun,Choi, Hyouk Ryeol,Koo, Ja Choon,Moon, Hyungpil,Byun, Doyoung,Kim, Kwang J.,Suhr, Jonghwan,Kim, Soo Hyun,Nam, Jae-Do Elsevier 2017 European polymer journal Vol.93 No.-
<P><B>Abstract</B></P> <P>As three-dimensional (3D) printing technology is emerging as an alternative way of manufacturing, the high resolution 3D printing device often requires systems such as drop jetting printing of <I>in situ</I> UV-curable photopolymers. Accordingly, the key issue is process control and its optimization to ensure dimensional accuracy, surface roughness, building orientation, and mechanical properties of printed structures, which are based on the time- and temperature-dependent glass transition temperature (<I>T<SUB>g</SUB> </I>) of the resin system under UV-curing. In this study, the UV-cure kinetics and <I>T<SUB>g</SUB> </I> development of a commercially available UV-curable acrylic resin system were investigated as a model system, using a differential scanning photocalorimeter (DPC). The developed kinetic model included the limited conversion of cure that could be achieved as a maximum at a specific isothermal curing temperature. Using the developed model, the <I>T<SUB>g</SUB> </I> was successfully described by a modified DiBenedetto equation as a function of UV curing. The developed kinetic model and <I>T<SUB>g</SUB> </I> development can be used to determine the 3D printing operating conditions for the overlay printing and <I>in situ</I> UV curing, which could ensure high-resolution and high-speed manufacturing with various UV-curing materials.</P> <P><B>Highlights</B></P> <P> <UL> <LI> UV-cure kinetic analysis were applied to a commercial Multi-jet 3D printing material. </LI> <LI> The developed kinetic model included the limited conversion of cure by temperature. </LI> <LI> The <I>T<SUB>g</SUB> </I> was described by a modified DiBenedetto equation as a function of UV curing. </LI> <LI> The developed kinetic model showed an excellent agreement to isothermal experiments. </LI> <LI> The overlay printing time for each isothermal temperature was determined. </LI> </UL> </P> <P><B>Graphical abstract</B></P> <P>[DISPLAY OMISSION]</P>
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CONSUMERS EVALUATION FOR THE PRODUCTS WITH BLOCKCHAIN: THE ROLE OF KNOWLEDGE AND QUALITY OF PRODUCTS
Jungkeun Kim,Jeong Hyun Kim,Jaeseok Lee,Jihoon Jhang,Changju Kim,Jooyoung Park 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
Blockchain is an immutable ledger that records transactions and tracks assets using a common communication protocol. It stores a copy of the blockchain and implements a consensus function to verify transactions. Blockchain is applied to industries beyond finance, such as retail, to maintain security and transparency. Consumers with knowledge of blockchain technology are likely to be affected when evaluating products with blockchain embedded, impacting their product evaluation. The study investigates the impact of blockchain technology on consumers' product evaluation and how knowledge of blockchain and product quality moderate its effects.
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Xiuyan Yan,Changju Kim,Jungkeun Kim 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
This study aims to empirically investigate how corporate strategy mitigates consumer boycotts caused by animosity toward economic sanction. First, the study focuses on the cross-culture emotions (i.e., animosity and affinity) and explores the direct and indirect effect of animosity toward economic sanction on boycott attitude (via consumer affinity). Additionally, it focuses on the moderating effect of brand strength and corporate social contribution on boycott attitude. We conduct a longitudinal analysis of boycotts by South Koreans on the Japanese products, which started in South Korea in 2019; and additionally, we employ PROCESS macro to test the moderated mediation hypothesis, using the data collected from South Korea in 2020 and 2021. Our findings reveal that the data collected in 2020 and in 2021 have the same implications. The main findings are as follows. First, while animosity toward economic sanction directly increases boycott attitude, it also indirectly increases boycott attitude via consumer affinity. Second, the assumption that both brand strength and corporate social contribution weaken the positive and direct effects of animosity toward economic sanction on boycott attitude was not supported. Third, we find that corporate social contribution weakens the positive and indirect effect of animosity toward economic sanction on boycott attitude. However, unlike our prediction, brand strength strengthens the positive and indirect effects of animosity to economic sanction on boycott attitude. The three key theoretical implications are as follows. First, while many studies have examined the role of animosity as a cause of boycott, only a few studies have simultaneously addressed the conflicting emotions of affinity (Kim, Yan, Kim, Terasaki, & Furukawa, 2022). This study extends boycott research by exploring the relationship between animosity and boycott attitudes by considering the mediating effect of affinity. Second, to our best knowledge, only a few boycott studies have explored corporate strategies that adequately respond unanticipated country boycotts where the companies are not directly associated with the causes or motives of such boycotts (Kim & Kinoshita, 2023). This study extends boycott research by investigating brand strength and corporate social contribution as corporate strategies in the context of consumer boycotts. Third, although it is known that consumer boycotts change with time, only a few boycott studies are based on longitudinal analyses (Ettenson & Klein, 2005); hence, this study examines consumer boycotts longitudinally to improve the generalization of our findings. Our findings also present some managerial implications for global companies facing unexpected country boycotts by local consumers. When boycotts are caused by economic sanctions between countries, brand strength exerts a two-sided effect. Regarding consumer sentiment, the higher the brand strength, the higher the affinity for the country represented by the brand, and vice versa; however, consumers may also choose to boycott a brand with high strength. Consumers may feel angry and engage in boycotts when they feel betrayed by a brand with strong brand strength. However, corporate social contribution reinforces a sense of closeness in the country it presents and contributes toward mitigating the boycott attitude; this is because consumers consider their corporate social contribution as a beneficial activity for their country. Therefore, global companies that expand overseas should not only use their brand strength, but also engage in activities that are beneficial to the country and enhance the familiarity of the consumers of the country to develop a sense of cultural affinity. In addition, this study also has implications for policymakers. Economic sanctions against a specific country not only lower consumers’ affinity, but also leave a negative impact on the global companies with high brand strength. Therefore, policymakers must proceed with caution when they make an economic sanction for a certain country.
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EVALUATION OF MULTIPLE VARIATIONS WITH NONFUNGIBLE TOKENS (NFTS): IMPORTANCE OF UNIQUENESS
Jungkeun Kim,Daniel Chaein Lee,Jaehoon Lee,Jihoon Jhang,Jooyoung Park 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
This paper examines how consumers evaluate digital products with multiple Non-fungible Tokens (NFTs), which are blockchain-enabled cryptographic assets that represent proof-of-ownership for digital objects. The study predicts that people prefer fractioned NFTs (unique fractions of a digital object) versus duplicated NFTs (identical digital objects with distinct numbers) due to their preference for uniqueness. The study also examines the moderating role of product attributes, predicting that preferences for fractioned NFTs will be reduced when the product provides unique aspects, such as a serial number.
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EXPERIMENTAL INVESTIGATION OF THE POSITIVE ROLE OF BLOCKCHAIN IN SOCIAL EXCHANGE
Jungkeun Kim,Areum Cho,Daniel Chaein Lee,Suh-Young Irene Park,Jaehoon Lee,Jooyoung Park,Jihoon Jhang 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
The study investigates how the presence of blockchain technology affects social fairness and selfish monetary decisions. Based on the assumption that blockchain technology enhances transparency and traceability in social exchanges, the study predicts that individuals will make less selfish decisions when blockchain is present. To test these predictions, the study conducted three experiments using a modified version of the dictator game scenario where participants decide how to divide a sum of money among themselves. In Study 1, the results show that individuals took less money for themselves and allocated more to the third player when blockchain technology was present, and the importance of social fairness was higher under the blockchain-presence condition. The mediation analysis indicates that the increase in social fairness mediates the effect of blockchain technology on monetary decisions. Study 2 replicated Study 1 with real monetary incentives. The results showed that individuals took less money for themselves only under the blockchain-image condition, and the importance of social fairness was higher only under the blockchain-image condition. Study 3 examined the moderating effect of the first player's allocation on participants' behavior under the presence or absence of blockchain technology. The study provides empirical evidence that blockchain technology can positively influence social fairness and reduce selfish monetary decisions. The findings have implications for policymakers and blockchain developers to design and implement blockchain systems that promote transparency and traceability in social exchanges, thereby enhancing social fairness.
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THE EFFECT OF SCARCITY INFORMATION ON EVALUATIONS OF IMPORTED FOODS
Jungkeun Kim,Euejung Hwang,Jae-Eun Kim,Yuri Seo 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
This paper investigates the impact of the scarcity information (Lynn, 1991) of a brand in its originating market on the pre- and post-taste evaluations of an imported food brand. We expect a positive effect of scarcity information on food brand evaluations, mainly based on na?ve economic theory and the ‘scarce product is good’ heuristic. Four experimental studies confirmed this expectation. Study 1 shows that pre-taste evaluations and price judgment are higher when a new food brand is scarce (vs. when it is not) in its originating foreign market. Study 2 finds that both pre- and post-taste evaluations are higher in the scarce (vs. non-scarce) information condition. Study 3 supports the effect of the scarcity effect (vs. the popularity effect) and supports the mediating role of perceived scarcity. Study 4 replicated study 3 using a different sample and target food. Finally, a single-paper meta-analysis confirmed the strong effect of scarcity information on the evaluation of a food product. This research has several theoretical and practical implications. First, it can extend our understanding of how a nonfood- related characteristic determines food evaluation and preference (Wansink, 2004). Second, we separate the impact of scarcity information from popularity information on food evaluations. Finally, we extend the role of scarcity information to taste evaluation and suggest that the type of information can differentially influence pre- and post-taste evaluations.
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