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브랜드에 대한 부정적 기사내용이 브랜드 평가에 미치는 영향 : 브랜드 전략 유형과 선호정도에 따른 차이를 중심으로
강우성,유창조,김대영 한국마케팅관리학회 2015 마케팅관리연구 Vol.20 No.3
The purpose of this study is to empirically investigate the effects of negative publicity on consumers’ brand attitude as well as the spillover effects on other brands in the brand hierarchy. Specifically, this study attempts to understand the moderating roles of branding strategy and consumers’ prior attitude in the negative spillover effects. Based on extant literature, we propose research hypotheses and empirically validate them. In order to increase the external validity, we choose two real brands each from familiar product categories (automobile and noodle). We conduct an online experiment using newspaper articles for these brands and collect data from 195 respondents. Our results show that a negative publicity on one brand can affect consumers’ attitudes on other brands in the hierarchy differently. This effect depends on the strength of cognitive network structure between the focal brand and the other related brands. We also find the magnitude and range of spillover effect also differ depending on branding strategy and prior attitude. Similar to previous studies we find that the negative publicity changes the attitudes toward the focal brand, the company brand, and the other related brands. With respect to brand strategy, the equal dominance branding has bigger impacts on the corporate brand more than the individual branding does. With respect to prior attitude, preferred brands are more likely to be influenced by the negative publicity (contrast effect), whereas the spillover effects are less likely (compromise effect). Based on these findings, we discuss the academic contributions and managerial implications. We conclude with limitations and future research directions. 본 연구의 목적은 언론을 통해 제공되는 특정 제품 및 브랜드에 대한 부정적인 정보가 해당 브랜드에 대한 소비자 평가에, 그리고 더 나아가 해당 기업 전체의 브랜드 계층구조상의 관련된 브랜드들에게는 어떠한 파급효과를 미치는지 검증하는 것이다. 특히 이러한 부정적 태도변화의 파급효과가 브랜드전략 및 소비자의 사전태도에 따라 어떻게 조절되는지에 대해서 이해하고자 하였다. 본 연구에서는 관련 선행연구들을 바탕으로 연구가설을 제시한 다음, 부정적 기사의 효과와 관련된 가설을 실증적으로 검증하였다. 연구결과의 외적 타당성을 높이기 위해 응답자들에게 익숙한 복수의 제품군 (자동차, 라면)과 회사들의 실제 브랜드들을 실험대상으로 선정하였다. 이들 브랜드에 대한 부정적 기사내용을 제작하여 195명을 대상으로 온라인 실험을 진행하였다. 본 연구에서는 특정브랜드에 대한 부정적인 기사는 브랜드 계층구조상의 여러 브랜드들에 상이하게 영향을 미치며 이는 해당브랜드와의 연결강도에 따라 다르게 나타나며, 이러한 영향력의 크기와 파급효과는 브랜드전략과 선호도에 따라 달라짐을 확인하였다. 기존연구와 유사하게 특정 브랜드에 대한 부정적 기사는 해당브랜드, 제조회사, 타 개별브랜드 모두에 대한 소비자의 태도를 부정적으로 변화시켰다. 브랜드전략에 있어서는 동등형 브랜드전략을 사용하는 경우 개별형 브랜드전략을 사용하는 경우보다 제조회사에 대한 태도가 더욱 부정적으로 변하며, 태도변화의 파급효과도 더 많이 제조회사로 파급되었다. 브랜드에 대한 사전 선호도가 높은 경우에는 대조효과로 인해 해당브랜드의 태도가 더 많이 부정적으로 변함을 확인하였으나, 반면에 태도변화의 파급효과는 동화효과로 인해 제조회사나 타 개별브랜드로의 파급효과는 크게 줄어들었음을 발견하였다. 본 연구는 이러한 연구결과를 중심으로 학술적 기여도와 관리적 시사점들을 논의하였고, 연구의 한계점과 함께 다양한 향후 연구방향을 제시하였다.
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Thomas Jefferson and the Genre of Chronicles: A Study of Notes on the State of Virginia
강우성 미국소설학회 2012 미국소설 Vol.19 No.1
This paper explores Thomas Jefferson’s Notes on the State of Virginia as a narrative example of American genre of chronicle, focusing on the discursive complexity and thematic peculiarity. Jefferson’s prose writings are generally considered the manifestation of a typical Enlightenment style whose rational argumentation denotes a combination of scientific rigor with aesthetic contemplation. With the commitment to democratic ideal, Jefferson’s Notes intends to respond to European prejudice towards American nature. Rebutting the familiar paradigm of American depravity, Jefferson demonstrates the natural abundance of American continent and links it to the cultural and political specificity of America. Especially, Notes concentrates on the problem of slavery in America and tries to correct public misconceptions of slavery as an institution. His discourse about slavery oscillates between moral indictment and the criticism of civilization itself, resulting in the mixed style of writing distancing from the conventional discourse disguised with scientific argumentation. Aesthetic contemplation about American natural environment subsidizes such a narrative move, enhancing philosophical speculation into a sublime style. His style of chronicle ultimately records the meanderings of his thinking with complex and subtle mixture of scientific contemplation and sublime description. This paper concludes that Jefferson’s prose writing amounts to a representative ideal of American genre of chronicle in that it displays the subtle combination of scientific argumentation and sublime style of writing.
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The Uncanny Sociality of Fantasy Gaze in Ozu Yasujiro’s Postwar Films
강우성 문학과영상학회 2013 문학과영상 Vol.14 No.1
This paper analyzes Ozu Yasujiro’s postwar films in terms of the uncanny sociality of fantasy gaze. Beneath their sheer surface banality, beneath the alternating sequences of typically void, uninhabited spaces and domestic trivialities, can be discerned a deep undercurrent of emotional investments. What Ozu’s characters really suffer is less an overwhelming force of fate than the powerlessness of human desire in the aftermath of a traumatic defeat of war. For Ozu, domestic realm does not represent a wider social milieu in a microscopic way but incarnates in itself a separate universe where everything slows down, or even stands still in order to create its own sense of significance.
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American Exceptionalism as ‘Fantasy’ : Beyond the Belief in ‘Essential Goodness’
강우성 서울대학교 미국학연구소 2009 미국학 Vol.32 No.2
This paper attempts to define ‘American exceptionalism’ as a patent fantasy that makes possible America’s self-identity as an example of universal history and at the same time makes it impossible to imagine the beyond. This paper places this fantasy in its historical connection with the American notion of mundane elitism manifest in Benjamin Franklin. American exceptionalism as a fantasy has been a key cognitive device to extend its national origin into the context of universalism. The universality of American exceptionalism is, however, ambiguous because it tries to propound the universalist ideals founded in Declaration while simultaneously covering up the sinister aspect of its nationalist claims. Like a puritan jeremiad, American exceptionalism as a discourse is most powerful when it incorporates the plebian elitism of Benjamin Franklin. Popular accessibility to Franklinian model of elitism makes it extremely difficult to go beyond its ideological claim. It often co-opts alternative figurations within its own framework. Failure of Du Bois’s idea of “The Talented Tenth” was just a case in point. By invoking the need to go beyond the cognitive frameworks that American exceptionalism provides and suggesting some radical reflections on the American exceptionalism after 9/11, I explore the possibility of the new presidency of Barack Obama to think and go beyond the deep-rooted belief in the innate goodness of the United States and public fantasy about benign elitism. This paper attempts to define ‘American exceptionalism’ as a patent fantasy that makes possible America’s self-identity as an example of universal history and at the same time makes it impossible to imagine the beyond. This paper places this fantasy in its historical connection with the American notion of mundane elitism manifest in Benjamin Franklin. American exceptionalism as a fantasy has been a key cognitive device to extend its national origin into the context of universalism. The universality of American exceptionalism is, however, ambiguous because it tries to propound the universalist ideals founded in Declaration while simultaneously covering up the sinister aspect of its nationalist claims. Like a puritan jeremiad, American exceptionalism as a discourse is most powerful when it incorporates the plebian elitism of Benjamin Franklin. Popular accessibility to Franklinian model of elitism makes it extremely difficult to go beyond its ideological claim. It often co-opts alternative figurations within its own framework. Failure of Du Bois’s idea of “The Talented Tenth” was just a case in point. By invoking the need to go beyond the cognitive frameworks that American exceptionalism provides and suggesting some radical reflections on the American exceptionalism after 9/11, I explore the possibility of the new presidency of Barack Obama to think and go beyond the deep-rooted belief in the innate goodness of the United States and public fantasy about benign elitism.
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강우성,신인수,표정수,안소라,정승우,기영준,석준필,박찬용,이선도 대한의학회 2019 Journal of Korean medical science Vol.34 No.50
Background: The aim of this study was to assess the prognostic value of massive transfusion (MT), critical administration threshold (CAT), and resuscitation intensity (RI) for the mortality of trauma patients with severe hemorrhage. Methods: Seventeen relevant articles were obtained by searching the PubMed databases through February 15, 2019. The estimated mortality rates and injury severity scores were obtained through a meta-analysis. In addition, diagnostic test accuracy (DTA) reviews were conducted to obtain the sensitivity, specificity, diagnostic odds ratio, and the summary receiver operating characteristic curve. Results: At 24 hours, the estimated mortality rates were 0.194, 0.126, and 0.168 in assessments using MT, CAT, and RI, respectively. In addition, the pooled sensitivity of CAT (0.89; 95% confidence interval [CI], 0.82–0.94) was significantly higher than that of MT (0.63; 95% CI, 0.57–0.68) and RI (0.69; 95% CI, 0.63–0.75). Overall, the pooled specificity of MT and CAT was 0.82 (95% CI, 0.80–0.83) and 0.85 (95% CI, 0.83–0.88), respectively, while the pooled sensitivity was 0.49 (95% CI, 0.44–0.54) and 0.50 (95% CI, 0.38–0.62), respectively. Conclusion: CAT may be a more sensitive predictor for 24-hour mortality than other predictors. Furthermore, RI also appears to be a useful predictor for 24-hour mortality. Both MT and CAT showed high specificity for overall mortality.
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