직접모사법에 의한 희박기체영역내의 평판주위 2차원 유동장 및 공력학적 특성 해석

이동대(Dong-Dae Lee),박형구(Hyung-Koo Park),박찬국(Chan-Guk Park) 한국항공우주학회 1995 韓國航空宇宙學會誌 Vol.23 No.5

소비자들의 소매점 태도 형성에서의 자민족중심주의의 역할

이동대(Dong Dae Lee),신창훈(Chang Hoon Shin) 한국소비자학회 2001 소비자학연구 Vol.12 No.1

Evaluations on Retail store attributes have generally been regarded as major factors forming consumer attitudes toward retail stores. Since the opening of Korean retail market to foreign retailers recently, however, ethnocentrism, which is not a retail store attribute, has attracted many interests in relation with consumer attitude formation toward retail stores. The purpose of current study is to explore roles of ethnocentrism on consumer attitudes formation toward both domestic and foreign retail stores operating in Korea. According to study results, effects of ethnocentrism on consumer attitudes toward retail stores differ depending on nationality of retail stores. In case of domestic retail stores, ethnocentrism has not only a direct effect but also a mediating effect on attitudes toward retail stores. On the contrary, ethnocentrism has a direct effect only on attitudes toward retail stores in case of foreign retail stores. This study also reports relationships between consumer demographic variables and ethnocentrism.

복제품의 품질과 가격이 패션 명품 복제품과 정품 평가에 미치는 영향

이동대(Lee Dong Dae) 한국마케팅학회 2004 마케팅연구 Vol.19 No.1

본 연구는 불법 복제품의 품질과 가격이 소비자들의 복제품 및 정품에 대한 평가에 미치는 영향을 조사하기 위한 것이다. 본 연구에서는 패션 명품 복제품 구매와 관련된 특성을 바탕으로 소비자들을 대체재 집단, 경제성 집단, 윤리 집단, 계급 집단의 네 가지 집단으로 분류한 뒤 집단별 차이를 살펴보고 있다. 연구 결과에 의하면 먼제 복제품에 대한 평가는 소비자 집단에 상관없이 복제품의 품질에 의해 많은 영향을 받으며 복제품 가격은 주로 복제품 구매 집단인 대체재 집단과 경제성 집단에서만 부분적으로 영향을 미치는 것으로 나타났다. 또한 정품에 대한 평가는 극히 제한적으로 윤리 집단과 경제성 집단에서만 복제품의 품질에 의하여 영향을 받는 것으로 나타났으며 복제품의 가격은 정품에 대한 평가에 별다른 영향을 미치지 않는 것으로 나타났다. 본 논문에는 이외에도 여러 가지 결과, 경영적 시사점, 토론점 등이 함께 보고 되어 있다. This study investigates effects of quality and price of counterfeits on consumer evaluation of counterfeit and genuine brands. After categorizing subjects into four dfferent groups(substitute group, economy group, ethcal group, aristocratic group) based on their responses on counterfeits of fashion luxury brands. this study compares experimental results of each group with each other. Accordng to results, whle quality of counterfeits had sigmficant effects on consumer evaluation of counterfeits regardless of types of groups. effects of price on consumer evaluation of counterfeits were partially significant only among the substitute and economy groups. In relation with consumer evaluation of genuine brands, though a few sigmficant cases were found in the ethical and economy groups, quality of counterfeits d d not have much effect on. Price of counterfeits had no effect on consumer evaluation of genuine brands. Other findrngs and suggestions are also reported.

브랜드 경영 효율성이 기업 수익성과 주주가치에 미치는 영향

이동대(Dong Dae Lee) 한국경영학회 2010 經營學硏究 Vol.39 No.5

Study results have shown that effects of firms’ interim performance of brand management like sales, sales growth, market share, customer satisfaction, or brand equity on firms’ final performance like profitability or shareholder value are not consistent. Most studies focusing on the relationship between these two variables ceremonially omit input factors for the brand management in their study design. To deal with such a problem, current study employs brand management efficiency index calculated through Data Envelopment Analysis. Data Envelopment Analysis considers input factors as well as output factors for the calculation of efficiency. In the current study, 4 input factors - assets, salaries, general administration expenses, and advertising and sales promotion - and 3 output factors - sales, 2 year composite sales growth rate, and operating income - are used for the calculation of efficiency indices. Two hypotheses are developed in the study. Hypothesis 1 is about the relationship between brand management efficiency and firm profitability, and hypothesis 2 is about the relationship between brand management efficiency and shareholder value. Because firm profitability has backward looking nature, the relationship between brand management efficiency and firm profitability is hypothesized as having an inverted U shape. In other words, although firm profitability would increase as efficiency gets higher, it would decrease after efficiency exceeds a certain level. The relationship between brand management efficiency and shareholder value is hypothesized as having a U shape due to forward looking nature of shareholder value. That is, initially shareholder value would decrease as efficiency increases. However, as efficiency increases higher over a certain level, shareholder value would eventually turn upward. Using Malmquist Index formula, this study breaks down brand management efficiency into two elements - Efficiency Change and Technical Efficiency (or Frontier Shift), and then tests the effects of these two brand management efficiency indices on firm’s profitability and shareholder value. In the study ROI and Tobin’s Q were used for the measures of profitability and shareholder value respectably. A set of panel data from 103 firms listed in the Korea Composite Stock Price Index(KOSPI) and Korean Securities Dealers Automated Quotation (KOSDAQ) between 1999 and 2007 was collected and used. For the analysis of data, two 2-way error components models using ROI and Tobin’s Q each as a dependent variable. According to analysis results, hypothesis 1 was strongly supported. Efficiency Change index and Technical Efficiency index both positively influence firm profitability, and square terms of two efficiency indices are negative and significant. As hypothesized, firm profitability(ROI) initially goes up as efficiency increases. After a certain level of efficiency, however, firm profitability went downward. Hypothesis 2 was partially supported. Only Efficiency Change worked as hypothesized. Efficiency Change index has a negative effect on Tobin’s Q and its square term has a positive influence on Tobin’s Q. In short, as Efficiency Change index gets higher, shareholder value gets lower. After Efficiency Change index exceeds over a certain level, however, shareholder value starts to increase. For Technical Change index, no significant effect was identified. Results of this study tell us a couple of lessons. First, brand management efficiency should be pushed up only to a certain limit. If a firm’s efficiency level is too high, firm profitability could be negatively affected. Second, performance indices for a firm need to be distinguished into two groups. Forward looking indices like Tobin’s Q, EVA(economic value added), and FCF(future cash flow) represent a firm’s profitability, and backward looking indices like ROI(ruturn on investment), ROA(return on assets), and ROE(return on equity) represent a firm’s market value or shareholder’s value

소비자들의 소매점 평가에 자민족중심주의 , 지각된 토착화 및 지각된 기여도가 미치는 영향

신창훈(Chang Hoon Shin),이동대(Dong Dae Lee) 한국마케팅학회 2000 ASIA MARKETING JOURNAL Vol.2 No.1

상수처리 : TOC를 이용한 후오존공정 자동제어시스템 적용성 연구

정진홍 ( Jin Hong Jung ),오현제 ( Hyeon Jae Oh ),이동대 ( Dong Dae Lee ) 대한상하수도학회 2002 공동추계 학술발표회 논문집 Vol.2002 No.-

불법복제품이 패션상품의 브랜드 평가에 미치는 영향

이동대 동명정보대학교 2002 사이버 비지니스 Vol.1 No.-

Despite contention by many studies that counterfeits have detrimental effects on sales and images of original brands, no supporting evidence has been provided yet. The purpose of current research proposal is to find out effects of counterfeits on brand evaluation of high fashion goods. For this purpose, current research proposal suggests to employ a 2×2×2 design in which quality, price, product category are experimental factors. Quality will be manipulated at two levels with high and low. Price will be manipulated at two levels with 50% of the original brand's price and 10% of the original brand's price. Product category will be manipulated at two levels with purse and hand bag. While quality and price are non-repeated factor, product category is a repeated factor. Literature review, experimental procedure, and measurement scales are provided in detail. Possible results also discussed.