개방성과 고려, 그리고 현재의 동아시아

안병우 한국중세사학회 2015 한국중세사연구 Vol.0 No.42

The Goryeo Kingdom is well known for its openness. The openness has mainly been focused on its foreign, or external interchanges, however, its internal openness is important as well. Being the basis for diversity and reform, openness, especially of its external outcomes sometimes works as a driving force for internal reform. However, symmetry is not always working between internal and external characteristics of openness. Goryeo openness varies in periods. In the first half of the kingdom, it benefitted itself through positive exchanges with many countries in China, and eventually was able to carry out the internal reforms. The introduction of the Civil Service Exam makes a representative case. The literary men with Confucian background recruited through the exam system have become the backbones of the civil functionaries dominant bureaucracy. In the mid period, though the internal openness was reduced as the results of the ideological confrontation between the noble family groups and the rising powers, the interchanges with the Song Dynasty was nonetheless active. In the military rule period, the war against the Mongol forced the kingdom to reduced the range of the external openness, however, it witnessed an unprecedented phenomenon that a slave very close to a military ruler assumed public office. The period of the Mongol intervention saw the unrivaled enlargement of external openness. Internally the period saw the advance of a new ruling class with a low status background. Neo-Confucianism, made its way to Korea in the period was at odds with Buddhism which had enjoyed the status of the state religion and the dominant ideology also. As the result of the founding of the Joseon Dynasty for which the Neo-Confucian scholar officials had a great role, the diversity of religion and thought was extremely reduced. Openness plays an important role in East Asia these days. Korea, China, and Japan all claim to advocate openness. Especially, ever since the proclamation of the reform and openness in the late 1970s, China has enjoyed a rapid development, joining the second place in GDP ranking, in which Korea occupies the 13th place. Korea, having a strong economic ties with China and Japan, has a high degree of openness to the extent that more than half of its GDP comes from export. However, in the indexes of democracy, press freedom, transparency, and the public information rate which are critical in evaluating the degree of openness of a country, the three countries show a big differences. Particularly China reveals a great asymmetry between the internal reform and the external economic opening. The index of press freedom in Korea and Japan has been deteriorated. The road for a mature open society should be based on a more internal openness.

AHP기법을 활용한 도시 포켓파크의 개방성 평가방법에 관한 연구

손운걸,김용구 한국기초조형학회 2022 기초조형학연구 Vol.23 No.4

도시 포켓 파크는 도시의 중요한 친환경 공공 개방공간이며, 이러한 포켓파크는 지금까지 다양한 연구가 진행되어 왔다. 이러한 도시 포켓파크의 다양한 요소 중에서 ‘개방성’에 관한 연구의 필요성과 중요성을 높게 나타나고 있지만, 지금까지 구체적이고 체계적인 연구를 찾아 볼 수 없었다. 이에 본 연구에서는 도시 포켓파크의 ‘개방성 평가요소’를 토대로 본 연구를 진행하고자 하였다. 본 연구의 목적은녹색 도시공간 활용을 위한 포켓파크의 개방성에 관한 효과적인 평가방법을 제시하는데 있다. 연구대상은 2022년 3월부터 4월까지 도시 포켓파크 관련 연구전문가 30명을 대상으로 설문 및 자문을 진행하였다. 그리고 이러한 분석을 위해 도시 포켓파크 개방성에 관한 평가요소(상위항목과 하위항목)를활용하였으며, AHP기법을 통해, 종합적으로 도시 포켓파크의 개방성 평가요소별 가중치를 도출하였다. 분석 결과를 정리해보면 첫 번째, 상위 항목은 형태적 개방성, 시각적 개방성, 사회교류 개방성, 기능적 개방성, 출입구 개방성 순으로 중요도가 나타났다. 여기에서는 중요도 수치 결과가 중요하다. 두번째, 형태적 개방성, 시각적 개방성, 사회교류 개방성, 기능적 개방성, 출입구 개방성에 해당하는 하위항목의 중요도 수치 결과를 각각 도출하였다. 세 번째, 도시 포켓파크의 개방성에 해당하는 상위항목과 하위항목의 연계를 통한 종합 가중치를 도출하였다. 본 연구에서 도출한 종합적 가중치 비율이본 연구의 핵심이라고 할 수 있다. 네 번째, AHP기법 활용을 통해, 평가요소별 그 중요도를 달리하여평가하므로 객관적이고, 구체적인 값을 도출하여 향후 비교가 가능하도록 하였다. 즉, 이렇게 나타난가중치 결과는 도시 포켓파크 이용자를 대상으로 정기적 평가를 진행할 수 있으며, 이를 통해, 우선적으로 개선해야할 평가 항목을 순차적으로 도출할 수 있게 된다. Urban pocket parks are important eco-friendly public open spaces in the city, and various studies have been conducted on these pocket parks so far. Among the various elements of these urban pocket parks, the necessity and importance of research on ‘Openness’ appears to be high, but no concrete and systematic research has been found so far. Therefore, this study was conducted based on the ‘Openness evaluation factors’ of urban pocket parks. The purpose of this study is to present an effective evaluation method for the openness of pocket parks for green urban space utilization. The subject of the study was a survey and consultation with 30 research experts related to urban pocket parks from March to April 2022. And for this analysis, evaluation factors (higher items and lower items) regarding urban pocket park openness were used, and weights for each urban pocket park openness evaluation factor were derived through the AHP method. To summarize the results of the analysis, first, higher items showed importance in the order of morphological openness, visual openness, social exchange openness, functional openness, and doorway openness. Importance numerical results are significant here. Second, the importance numerical results of sub-items corresponding to morphological openness, visual openness, social exchange openness, functional openness, and doorway openness were derived respectively. Third, a comprehensive weight was derived by linking the upper and lower items corresponding to the openness of urban pocket parks. The overall weight ratio derived from this study can be said to be the core of this study. Fourth, through the use of the AHP method, the importance of each evaluation element is evaluated differently, so that an objective and specific value is derived to enable future comparison. That is, the weighted results shown in this method can be evaluated regularly for urban pocket park users, and through this, evaluation items that need to be improved can be sequentially derived.

북한사회의 개방화 실태와 분절적 구조 -설문조사 데이터 분석을 중심으로

정은미 ( Eun Mee Jeong ) 북한연구학회 2012 北韓硏究學會報 Vol.16 No.1

이 연구는 북한사회의 개방범위를 정치·경제·사회문화 부문으로 확장하여 개방화의 실태를 파악하고 그 개방화의 구조적 특징을 분석하는 데 일차적인 목적이 있다. 또한 이 연구는 궁극적으로는 시민사회의 형성이 북한사회에서도 개방화의 진전과 함께 가능한일인지, 혹은 가능성이 없다면 어떤 요인이 제약하고 있는지를 진단해보고자 한다. 이 연구는 70명의 탈북자를 대상으로한 설문조사와 10명의 탈북자 심층면접 조사를 통해 획득된 자료를 중심으로 분석이 이루어졌다. 북한사회에서 진행되고 있는 개방화에서 주목할 특징은 개방화의 구조가 분절적 (segmental)이라는 데 있다. 이것은 북한사회의 개방화가 부문 간, 지역 간, 계층간, 개인과 집단 간에 상호작용을 하지 못하고 단절적으로 전개되는 양상 또는 경향이 있음을 의미한다. 경제 부문과 사회문화 부문의 개방화 수준은 비교적 높고 상호작용을 하고 있는 반면에 정치 부문의 개방화 수준은 매우 낮고 다른 부문들과 상호작용을 하지 못하고 있다. 또한 개인의 차원에서 행해진 개방화의 실태와 집단적 차원에서 보이는 개방화의 실태 역시 크게 다르다. 북한에서 시장과 개방의 확대로 새롭게 등장하는 신중산층이 현 정권에 대한 대립관계를 가지는 것이 아니라 현 정권과 협력하고 공생함으로써 자신의 이득을 최대화시킬 가능성이 크며, 따라서 신중 산층이 북한의 현 정권에 대항할 새로운 사회적 대안세력이 되거나 시민사회를 주도적으로 형성할 사회집단으로 성장할 가능성이 거의 없는 것으로 전망된다. The primary purpose of the current study is to understand the state of openness in the extended sectors of politics, economy and socio-culture in the North Korean society, and to analyze the structural characteristics of such openness. Ultimately, this study also seeks to diagnose the possibilities of establishing a civil society along with a progression towards openness in North Korea, and if not, then to discover the factors that obstruct it. The analysis was based on the data from surveys of North Korean defectors (70 participants) and in-depth interviews (10 participants). A notable characteristic of the progression towards openness in North Korean society is that the structure of openness is segmental. This means that there is an aspect or a tendency for openness to proceed in severed forms, without interaction between sectors, regions, classes and individuals/ groups. Whereas the level of openness in the economy and socio-culture are relatively high and interactive, the level of openness in the political sector is very low and cut off from interaction with other sectors. In addition, states of openness at the individual level and at that of collective groups show a great degree of difference. The neo-middle class in North Korea, building itself through the growth of openness and the market, is more likely to increase its own profit through cooperation and mutual support with the current regime rather than through conflict. Therefore, there is little chance that the neo-middle class will become an alternative force in the struggle against North Korea`s current regime or takea lead in the formation of a civil society.

Does Commodity Trade Openness Beneficial to the Tourism Sector in Korea?

Soo-Eun Kim(Soo-Eun Kim),Jun Ho Seok(Jun Ho Seok) The International Academy of Global Business and T 2023 The International Academy of Global Business and T Vol.19 No.1

Purpose - Recently, trade openness has expanded in the world level as well as high trade dependent countries like Korea. In turn, a rise of trade openness is expected to affect on the tourism industry. This study investigates the causal relationship between trade openness, outbound tourism expenses, and inbound tourism receipts to explore whether or not trade openness benefits the tourism sector of Korea. Design/Methodology/Approach - We utilized the vector error correction (VECM) model, directed acrylic graph (DAG), and Impulse Response Function (IRF) methods to examine those relationships. While VECM allows to figure out the predictive causation, DAG can test the contemporaneous relationship. IRF allows to find the different effect of trade openness on outbound tourism expenses and inbound tourism receipts. Findings - Our results for VECM and DAG demonstrate that there are causalities of trade openness on inbound tourism receipts and outbound tourism expenses. To evaluate the effect of trade openness on domestic tourism sector in terms of economics and sustainability, we perform the IRF. Results of IRF show that trade openness has a positive and negative effect on outbound tourism expenses and inbound tourism receipts, respectively. Research Implications - These results indicate that trade openness is not beneficial to the tourism sector of Korea, which implies trade openness’s effect on domestic tourism is not sustainable in terms of economic sense.

The Effect of Trade Openness on Foreign Direct Investment in Vietnam

LIEN, Nguyen Thi Kim Korea Distribution Science Association 2021 The Journal of Asian Finance, Economics and Busine Vol.8 No.3

The purpose of this paper is to study the impact of trade openness on foreign direct investment (FDI) inflows into Vietnam, an emerging country with relatively high trade openness in recent years. The study used the vector autoregression (VAR) model to examine the impact of trade openness on FDI in Vietnam, in the period from 2005 to 2019. The research data are time-series data, with quarterly frequency, from 2005:Q4 to 2019:Q3. The FDI data were collected by International Financial Statistics. The data of trade openness were calculated based on Vietnam's export, import, and GDP data collected by the General Statistics Office of Vietnam. The estimated result shows that the trade openness has a positive effect on FDI. The current FDI is heavily influenced by FDI in the past with an average explanation of 74%. The main findings indicate that trade openness has a positive effect on FDI inflows into Vietnam. The findings also show that FDI in Vietnam is significantly affected by the shocks of the FDI itself in the past. The findings of the study suggest the Vietnamese Government improves the quality of trade openness and FDI, continues and maintains economic relations with other countries to increase trade openness.

아이돌 스타의 선정적인 영상과 사회적 지지가 청소년의 성개방성에 미치는 영향

김석환,윤현경,Kim, Seok-Hwan,Yoon, Heun-Keung 한국학교ㆍ지역보건교육학회 2017 한국학교지역보건교육학회지 Vol.18 No.2

Objectives: The purpose of this study is to examine the relationship between sexually explicit video viewing and social support through the mass media and the sex openness of adolescents. Methods: This study used as the main data of 'Study on Measures against Sexualization of Juveniles through Mass Media in the Smart Age' conducted by 'National Youth Policy Institute' in 2014 nationwide. 3,176 of the 4,356 adolescents in Korea were selected as the final study subjects after excluding the 1,180 missing adjectives. Results: As a result, sex openness of male students was higher than that of female students. The higher the grade, the higher the sex openness, and the higher the stimulus, the higher the sex openness. The higher the imitation sharing, the higher the sex openness. The higher the human rights violation, the lower sex openness. Finally, the higher the social support, the higher the sex openness. Conclusions: In conclusion, strengthening the management of realistic media providers and emotional education rather than the unconditional regulation of mass media is expected to help prevent adverse effects on the sex openness of adolescents.

<장미의 이름>의 닫힘과 열림

박상진 한국비교문학회 2003 比較文學 Vol.31 No.-

The term “open text” indicates a process in which sociocultural communication takes place between the author and the reader. It is a concrete operation in which diverse discourses cross and overlay one another, rather than the starting point or destination of a message. The open text is a field of possibility of interpretation, a new form of communication, where language, ideology and subjectivity generate and realise their meanings according to a definite context. The open text is “open” to the reality of a society which is itself not fixed but variable and uncertain. As a result, a text’s openness means that it contains a reality that is not grasped or determined by a dominant ideology or world view derived from authorship. The open text is a project in which the author and the reader interpret the world and the text from a contextual point of view. Once there is a text with an author and a reader, that text is open. The fact that text, author and reader coexist indicates a process in which the interpretation of the text is carried out through its cooperative relation to the author and the reader (in this sense, the term “open” in “open text” may be redundant). The term “open text” is thus adopted here as a strategy used to differentiate the idea from Eco’s semiotic notion of “text”. Thus, the open text is a substantiated or abstract concept that means the cooperative network or operation involving text, author and reader. While the open work, as a concrete example of the open text or openness, promotes an “open”, that is, cooperative relationship between text, author and reader that leads us to an “open” interpretation (I call this contextualised interpretation), the open text or openness means the process of realising this “open” interpretation. Thus, openness cannot be said to exist immanently in the text; rather it gets the text involved in its process. From this perspective, I attempted to interpret The Name of the Rose by Umberto Eco comparing its semiotic reading which has been recognised as a strongly authentic one and its open reading which examines the interpretive possibilities in the contextualised relationship between Eco as the author, The Name of the Rose as the text, and I as the reader. I tried to suggest as many examples of open reading of The Name of the Rose as possible and to lead them towards making it richer so as to be applied to the diverse realities we meet in our society. What is important here is that these are all very concrete and particular things, strictly related to the social and historical situation. Thus my aim with reading of The Name of the Rose is to maintain it open to our reality.

오픈스페이스 개방성지수를 이용한 수변경관 개방성 평가연구 - 서울시 한강변과 상해시 황포강변을 대상으로 -

신나 ( Shen Na ),안동만 ( Ahn Tong-mahn ) 한국경관학회 2013 한국경관학회지 Vol.5 No.2

현대적 도시 발전과 함께 하천변에 마천루들이 들어서면서 경관미학,도시공공성의 문제를 일으키고 있다. 수변공간계획은 장소의 개방성, 공공성, 접근성에 영향을 미칠 뿐만 아니라, 경제사회적인 영향도 초래하기에 초기부터 정확하고 세부적인 규제가 필요하다. 본 논문은 이러한 맥락에서 서로 다른 나라와 지역의 수변공간 개방성을 연구함으로써 지역 특성에 맞는 수변공간 계획 시사점을 제안하고자 한다. 한국과 중국에서 도시건설의 대표적인 두 도시인 서울과 상해에서 상업건물이 밀집해 있는 한강 여의도와 황포강 루쟈주이를 대상으로 앙각 등 여러 가지 경관지수와 필자가 도입한 오픈스페이스 개방성지수로 수변공간 개방성을 평가하였다. 그 결과는 다음과 같다. 1. 앙각은 황포강에서 현저히 높았고, 오픈스페이스 개방성지수는 황포강에서 3.59, 한강에서 둔치를 포함한 경우 5.01, 둔치를 포함하지 않은 경우 15.21로 나타났다. 즉, 한강변의 위압감, 폐쇄감은 황포강변보다 낮고, 개방성은 더 크다. 2. 한강공원을 오픈스페이스 면적으로 포함하는지 여부에 따라 개방성이 현저한 차이가 나기 때문에 홍수터로 남겨두는 것이 유리하다. 3. 수변공간의 개방성을 규제함에 있어서 오픈스페이스 개방성지수와 같은 3차원적인 규제는 사람들이 느끼는 개방감을 정량적으로 표시할 수 있는 도구이기 때문에 계획정책을 제안하는데 도움이 될 것이다. With the rapid development of modern cities, there are more and more skyscrapers being built on the waterfronts. The master plans of waterfront have effects not only on the openness, publicity, accessibility of the waterfront, but also on the community, economy, and the society. The purpose of this study is to analyse the openness of the waterfront open space in Seoul and Shanghai using various indices. The results of the study show that the openness index in Lujiazhui, Shanghai, is 3.59, while in Yeouido the openness index is 5.01, or 14.21, when flood plains are included to open space. It means that the waterfront openness in Yeouido is better than in Lujiazhui. Parks on the flood plains along Yeouido waterfront are better to be kept as they give greater openness to Yeouido. The three dimensional indices such as openness index are recommended to be developed and applied for waterfront plans because they will help people feel the waterfront kept open.

공공도서관 공간구성 변화에 의한 개방도 분석 연구 -중국 내 대형 공공도서관 자료열람실을 중심으로-

정윤 ( Zheng Yin ),하숙녕 ( Ha Sooknyung ) 한국공간디자인학회 2021 한국공간디자인학회논문집 Vol.16 No.8

(연구배경 및 목적) 오늘날 공공도서관의 공간체계는 개방적이고 다중심적이며 복합적인 공간으로 변화하였으며 공간배치에서는 라이브러리 중심의 배치에서 서비스 중심으로의 배치로 전환되었다. 또한 과거의 자료 열람공간이 관리자 중심으로 기획되었었다면, 현대의 자료열람공간은 이용자 중심으로 변화하면서 위치가 매우 중요하게 대두되고 있다. 이에 본 연구에서는 중국의 대형 공공도서관 자료열람공간의 공간구성 변화추이를 시대별로 비교분석함으로써 변화를 예측하고 미래의 도서관 공간 계획 시 시사점을 모색하고자 한다. 이를 위해 각 단위공간의 연결 관계를 파악하여 공간구조를 정량적으로 분석할 수있는 공간구문론(Space Syntax)을 통해 도서관 공간의 공간구조를 입체적으로 분석함으로써 공간적 변화와 요인을 객관적으로 제시하는 데에 의의가 있다. (연구방법) 중국 성·구·직할시급에 위치한 대형 공공도서관으로 건물 내부면적 2만㎡ 이상의 대형 공공도서관으로 한정하여 시기별로 자료열람공간의 변화 추이를 분석하였다. 본 연구를 위하여 공간구문론(Space Syntax)의 개념 및 분석방법과 공공도서관의 자료열람 공간에 대하여 고찰하고 구체적인 분석 방법을 제시한다. 또한 공간구문론의 볼록공간 분석 프로그램을 사용하여 사례도서관의 공간을 계량화 및 비교 분석의 과정을 거쳐 연구의 객관성을 높이고자 한다. (결과) 연구의 결과는 다음과 같다. 첫째, 2000년대 이전에 지어진 공공도서관의 열람공간 중 귀중·향토 자료실의 개방도는 높았으나 디지털 열람실과 멀티미디어열람실의 개방도가 낮았다. 둘째, 2000년대 지어진 공공도서관의 열람공간 중 귀중·향토 자료실, 디지털 열람실, 멀티미디어열람실에서 모두 매우 높은 개방도를 보였다. 반면, 연속간행물실, 점자 자료실, 어린이 자료열람실은 상대적으로 낮은 공간 개방도를 보였다. 셋째, 2010년대 이후에 지어진 공공도서관의 열람공간 중 연속간행물실의 개방성이 높게 나타난 반면, 점자 자료실의 개방성은 여전히 낮게 나타났다. 넷째, 전반적인 발전상황을 보면 중국 내 대형 공공도서관 열람공간의 개방도는 점차 높아지고 있다. (결론) 이상과 같이 본 연구는 중국의 대형 공공도서관의 자료열람공간을 연구 대상으로 하였다. 공공도서관 자료열람공간의 변화는 2000년대 이전 공공도서관들은 자료열람실 간의 개방이 비교적 균형 있게 이루어졌음을 알 수 있었으며, 2000년대 공공도서관들의 자료열람실 간의 개방 정도도 점점 높아졌다. 그러나 2010년 이후의 공공도서관 자료 열람실의 개방은 연속간행물실을 선두로 한 개방형 열람공간과 개방도가 점차 낮아지는 점자 자료실로 변모하였다. 이는 자료열람공간의 전체적인 개방도가 점차 확대되고 있다는 것을 알 수 있었다. (Background and Purpose) Now the public library appears open, multi center and compound in the space system, and has realized the transformation for the space layout from book collection centered to service-centered. In addition, in the past, designing the reading room's space layout centered on the managers, while it is user-centered now, and the location of the reading room is increasingly gaining significance. This study makes a comparative analysis of the changing trends of the spatial composition of the data reading room of China's large public libraries according to the times, predicts changes, and provides insights for future library space development. Therefore, it is of great significance to quantitatively analyze the spatial structure through Space Syntax, objective analysis on spatial change elements and understand the relationship between each unit. (Method) According to different construction periods, this paper analyzes the changing trends of reading room spaces in large public libraries with an internal area of more than 20,000 square meters at the level of provinces, autonomous regions, and municipalities directly under China,. Accordingly, this study investigates the concept and method of space syntax and the reading room space of public library to advance specific analysis methods. In addition, in order to improve the objectivity of the research, this paper quantitatively analyzes and compares the space of case library by using the convex space analysis program of space syntax. (Results) Firstly, before the 2000s, at the public library reading room, the opening degree of local reference room opening was higher than the electronic reading and multimedia reading rooms. Second, in the 2000s, the local reference, electronic reading, and multimedia reading rooms were all fully open. However, the continuous publication room, the reading room for the disabled, and the children's reading room showed a weak opening degree. Third, after the 2010s, the continuous publication room showed strong openness, but the openness of the reading room for the disabled remained limited. Fourth, from the overall development situation, the overall opening degree of reading rooms of large public libraries in China is gradually increasing. (Conclusions) As mentioned above, this study takes the reading room's space of China's large public libraries as the research object. According to the changes of the reading room's space of public libraries, it shows that the reading rooms’ openness of public libraries was relatively balanced before 2000, and in the 2000s, it became consistently higher. However, after 2010, the reference reading room of public library has evolved into an open reading space led by the continuous publishing room and an obstacle reading room with a gradual decline in openness. Therefore, it can be concluded that the overall openness of the reading room's space has been gradually expanding.

제품 생산 국가의 이미지가 제품 태도에 미치는 영향: 문화개방성과 한류 문화콘텐츠에 대한 태도의 매개효과

심연,곽노성,이건형 한국무역연구원 2019 무역연구 Vol.15 No.3

Purpose - This research aims to examine the relationship between the attitude toward the product(product attitude and product attachment) and product production country image through the mediating effect of Korean wave cultural contents and cultural openness. Design/methodology/approach - For this study, a survey was conducted to 330 Chinese consumers who have experience using Korean products in Beijing and Shanghai, China and finally 283 valid responses were collected. The data was analyzed on structural equation model using SPSS 20.0 and AMOS 20.0. Findings - Findings of this study are as follows. First, Korean economic country image has a positive influence on attitude toward Korean wave cultural contents, but the impact of the Korean relationship country image and cultural country image on attitude toward Korean wave cultural contents are founded to be insignificant. Second, Korean relationship country image and cultural country image have a positive influence on cultural openness, but the impact of Korean economic country image on cultural openness is found to be insignificant. Third, cultural openness has a positive influence on attitude toward Korean wave cultural contents, product attitude and product attachment. Fourth, attitude toward Korean wave cultural contents has a positive influence on product attitude and product attachment. Last, there is a mediating effect of cultural openness and attitude toward Korean wave cultural contents between Korean economic country image and product attitude and product attachment and also cultural openness has a mediating effect between Korean relationship country image, cultural country image and product attitude and product attachment. Research implications or Originality - Based on these findings, it suggested the research limitations and future study. This study fills the research gap by exploring the relationship between attitude toward Korean wave cultural contents and cultural openness on country image, product attitude and product attachment. Furthermore, this study extends readers’ understanding of the relationship between attitude toward Korean wave cultural contents, cultural openness, country image, product attitude and product attachment. This study finds that attitudes toward Korean wave cultural contents and cultural openness are the crucial variables for improving the relationship between country image, product attitude and product attachment. It provides practical and theoretical guidelines for suppliers developing marketing strategies.