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김주호,손주영 대한경영학회 2017 大韓經營學會誌 Vol.30 No.7
If previous studies on brand personality were abstract approaches to simple brand personality, in this study, We introduce the Big 5 model to analyze the Big Five personality and brand personality at the same time. The main purpose of the study is the following: First, we aim to uncover if the brand personality developed by Aaker (1997) is a concept that can be applied to Korean consumers with actual products in the same manner. Second, we try to find out the influence of consumers' personality towards judging brand personality and their relationship effecting on consumer's behavior such as brand loyalty and involvement to a brand. Third, we hope to make some contribution in the field of brand personality and consumers' active purchasing behavior. We first analyze the components of brand personality from Aaker (1997). The components of brand personality developed by Aaker (1997) were sincerity, excitement, competence, sophistication, and ruggedness. We chose the Aaker (1997) scale as our research tool because she argued that five brand personality factors could be applicable to the most universal product categories. Afterwards, we use and translate scale (Brand Personality Scale or BPS) developed by Aaker (1997) in a way that Korean consumers can easily understand. We used stratified sampling to design a sampling frame based on demographic variables. 259 questionnaires were collected for the study and the survey was administered by Computer Aided Web Interview (CAWI). We collected data from people in the Seoul area. First, we divided the sample of 20,000 people in penal of Korean research according to the 25 districts of Seoul city. Then random sampling was done based on demographic variables such as gender, age, and job type. The final sample was 207 after deleting the incomplete questionnaires out of 259. After a pilot test, we developed a 7-point Likert scale of brand personality scale for sincerity, excitement, competence, sophistication, and ruggedness. We scored 7 for strongly agree and 1 for strongly disagree. We used the Big Five personality, one of the most persuasive methods in traits for the research based on the International Personality Item Pool (IPIP) developed by Goldberg (1981). Big Five traits in our study are summarized as “openness to experience,” “agreeableness,” “conscientiousness,” “extraversion,” and “emotional insecurity” with 5 scales in each trait. In this research, trying to answer research question 1, “Can we apply the BPS developed by Aaker (1997) to Korean consumers in the same way,” we conducted a validity and reliability test. We examined principal component analysis for construction concept validity and simplified factor loading with Varimax of orthogonal rotation for factor analysis. For internal validity, we picked measured variables of Cronbach's alpha 0.5 or more. The results of the study are summarized as follows. First, in the case of a high-involvement products, such as automobiles, Korean consumers reorganized brand personality into three characteristics such as sophistication, competence, and sincerity. Second, regression analysis was conducted for male and female consumers to examine the effects of consumer personalities on automobile brand personality. As a result, there were no individual personality factors that were positively related to sophistication in men. In the case of females, agreeableness and extroversion of consumer personality were positively related to sophistication-excitement of brand personality. In the case of competence of brand personality, the agreeableness and conscientiousness of male and conscientiousness of female were significantly related. Finally, in the case of the sincerity, agreeableness of men was the only significant variable, while there were no significant personality variables in the case of females. Third, when consumers' personality was examined in terms of consumer behavior, conscientiousness and extraversion...
한국 폐자원에너지 산업의 R&D 효율성과 영향요인 분석
김주호,심종호,박중구 한국폐기물자원순환학회 2017 한국폐기물자원순환학회지 Vol.34 No.4
The growth of the Waste-to-Energy (WTE) industry is attracting attention as a powerful means of reducing greenhouse gasemissions; the Korean government is supporting various efforts such as increasing R&D investment. Despite the importanceof the WTE industry, the analysis of R&D efficiency remains insufficient. This study analyzes the R&D efficiency of theKorean WTE industry and its determinants. After R&D activities are separated into input and output, R&D efficiency isanalyzed with regard to whether R&D input contributes to increased R&D output using multiple regression and logisticregression methodologies based on the survey of Korean WTE firms. In the results of analysis, the introduction of new productsand services was positively affected by R&D manpower and education-training. In addition, the redesign of products andprocesses was positively affected by R&D expenditure, R&D manpower, education-training, and the reward system. The policyimplication is that education and training for R&D manpower should be provided to improve R&D efficiency, and there shouldbe investment in basic and applied research and development research should be expanded to gain global competitiveness.