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팬 관여도, 팀 동일시, 광고태도, 브랜드 자산 및 브랜드 충성도 구조모형에 관한 한국 KBL과 중국 CBA 비교
원춘림(Yuan, Chun-Lin),유효뢰(Yu, Xiao-Lei),주종미(Joo, Jong-Mi) 한국사회체육학회 2015 한국사회체육학회지 Vol.0 No.62
The purpose of this study was to investigate and compare on the structural equation model of fan involvement, team identity, advertisement attitude, brand equity, and brand loyalty between KBL and CBA. In order to complete the purpose of this study, survey research was performed, and a total of 591 fans from KBL and CBA were sampled by convenient sampling method. With the collected data, frequency, reliability, exploratory factor analysis, and structural equation model were performed for hypotheses verification. The results were as follows; First, the involvement of fans from KBL and CBA positively influenced on advertisement attitude. Second, the team identity of fans from KBL and CBA positively influenced on advertisement attitude. Third, the advertisement attitude of fans from KBL and CBA positively influenced on brand equity. Fourth, the advertisement attitude of fans from KBL and CBA has no significantly influenced on brand loyalty. Fifth. the brand equity of KBL fans positively influenced on brand loyalty, but CBA fans has no significantly influenced on brand loyalty.
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2012런던올림픽 공식스폰서의 브랜드가치, 브랜드태도, 브랜드감정, 및 브랜드충성도의 구조적 관계
원춘림 ( Chun Lim Yuan ),유효뢰 ( Xiao Lei Yu ),주종미 ( Jong Mi Joo ) 한국스포츠산업경영학회 2013 한국스포츠산업경영학회지 Vol.18 No.5
본 연구는 2012런던올림픽 공식스폰서로 참여했던 기업에 대해 소비자의 브랜드가치, 브랜드태도, 브랜드감정, 브랜드충성도의 구조적 관계를 규명하고자 하였다. 이러한 연구목적을 달성하기 위하여 경남 소재 C대학의 재학생을 모집단으로 설정하였다. 편의표본추출방법을 이용하여 총 250명의 학생들로부터 자료를 수집하였으나 이들 중 불성실하게 응답한 18명의 설문지를 제외한 총 232명의 설문지가 본 연구의 분석에 사용되었다. 수집된 자료는 빈도분석, 신뢰도, 확인적요인분석, 상관관계 및 구조방정식모형을 실시하여 가설을 검증하였다. 자료분석의 결과는 다음과 같다. 첫째, 브랜드가치의 하위 변인 4개 중에 인식도 변인을 제외한 3개 하위변인 즉 상관성, 차이성, 존중도는 브랜드태도에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 브랜드태도는 브랜드감정에 긍정적인 영향을 미치는 것으로 나타났다. 셋째 브랜드태도는 브랜드충성도에 긍정적인 영향을 미티는 것으로 나타났다. 넷째, 브랜드감정은 브랜드충성도에 긍정적인 영향을 미치는 것으로 나타났다. 결론적으로 올림픽 공식스폰서로 참여하는 기업의 브랜드가치를 긍정적으로 평가한 소비자는 브랜드에 대해 긍정적인 태도를 지니게 되고, 긍정적인태도를 지닌 소비자는 브랜드를 소비할 때 긍정적인 감정이 생겨나게 되어 이는 궁극적으로 높은 충성도와 나아가서는 지속적인 구매행동으로 이어진다고 해석할 수 있다. 이러한 결론은 올림픽 스폰서십의 효과 측정이라는 연속선상에서 변인들의 경로를 확인하였고, 그리고 ‘브랜드감정’이 ‘브랜드자산’의 중요한 변수라고 하는 주장에 힘을 실어 주었다는 측면에서 본 연구는 의미가 있다 할 것이다. 그러나 ‘브랜드자산’에 영향을 끼치는 변수를 탐색한다는 측면에서 올림픽이라고 하는 매가스포츠 이밴트의 무대는 다른 일반 현장과 큰 차이가 없다고 해석할 수 있다. This study was conducted to verify structural relationships among brand value, brand attitude, brand affect, and brand loyalty for the companies participated as the 2012 London Olympic official sponsor. In order to achieve the purpose of study, students from ``C`` university were decided as a population and 250 students were sampled by convenient sampling method. 18 surveys with unfaithful answer were deleted and a total of 232 surveys were used for data analysis. With the collected data, frequency, reliability, confirmatory factor analysis, relationship, and structural equation model were performed for hypotheses verification. The results were as follows: First, 3 out of 4 lower variables of brand value, ‘relationship’, ‘difference’, ‘esteem’, had a positive effect on the brand attitude. Second, brand attitude had a positive effect on the brand affect. Third, brand attitude had a positive effect on the brand loyalty. Lastly, Brand affect had a positive effect on the brand loyalty. In conclusion, if the consumers have a positive brand value for the olympic official sponsor, it results a positive brand attitude, the consumers with a positive brand attitude have a positive brand affect, it causes positive brand loyalty, and, at the end, it will be connected to the direct purchase behavior. This conclusion, in terms of measure of olympic sponsorship effect, is meaningful because it found the path of variables and it empowered the opinion that brand affect is important as one of the brand equity factors. However, it was found that in terms of exploring variable effecting on ``brand equity``, olympic stage as a mega sport event is not much different from general business stage.
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Rapid Identification and Characterization of Antioxidants from Ligularia fischeri
Xiang-Lan Piao,Xiao-Yuan Mi,Yan-Ze Tian,Qian Wu,Hui-Shan Piao,Zhikai Zeng,Xiangshu Piao,Ding Wang 대한약학회 2009 Archives of Pharmacal Research Vol.32 No.12
The objectives of this study were to investigate the radical-scavenging activity of Ligularia fischeri on oxidative damage by the radical 1,1-diphenyl-2-picrylhydrazyl (DPPH) and to rapidly identify the active components using the bioassay-linked fractionation method. The MeOH extract and fractions of CH2Cl2, BuOH, and H2O from L. fischeri showed DPPH radical-scavenging effects in a dose-dependent manner (p < 0.01). In particular, the BuOH fraction had the most effective (p < 0.05) antioxidative capacity. The active constituents from the BuOH fraction of L. fischeri were rapidly isolated by bioassay-linked HPLC method and identified as hyperoside and 2''-acetylhyperoside with potent antioxidant effects against the DPPH radical, with IC50 values of 1.31 and 7.09 μg/mL, respectively. They have not been reported from L. fischeri yet.
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Zeng-Hui Yue,Xin-Qun He,Xiao-Rong Chang,Jian-Ling Yuan,Bao-Sheng Yu,Mi Liu,Ling Fu,Liang Zhang,Li-Chao Shang 사단법인약침학회 2012 Journal of Acupuncture & Meridian Studies Vol.5 No.2
Objective: To explore the mechanism of Toll-like receptor (TLR4) inhibition in the delay of formation of atherosclerosis by herb-partition moxibustion. Method: Seventy-five rabbits were randomly assigned to one of five groups: blank, atherosclerosis (AS) model, direct moxibustion, herb-partition moxibustion, and drug treatment. With the exception of the blank group, all rabbits were given a high-fat diet in addition to immunologic injury to create the AS model. The experiments were carried out for 16 weeks, at which time the aorta was removed from each rabbit. Immunohistochemical methods were used to detect the gray level of the aortic TLR4 to observe the immunologic competence of its antigens. Fluorescent quantitative polymerase chain reaction was used to detect the expression of TLR4 messenger RNA (mRNA) in the aorta. Results: The gray-scale value of TLR4 and the TLR4 mRNA expression significantly decreased (p < 0.05) in the direct moxibustion, herb-partition moxibustion, and drug treatment groups. Furthermore, the effects of the herb-partition moxibustion and drug treatment were superior to those of the direct moxibustion. Conclusion: Herb-partition moxibustion inhibits aortic TLR4 activity and mRNA expression,showing that herb-partition moxibustion delays the formation of atherosclerosis through the inhibition of TLR4 expression.
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