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The Impact of Patent Infringement Litigation on Customer-Based Brand Equity
Chou, Ju Pin,Noh, Jeonpyo,Choi, Jiyeon Korean Marketing Association 2016 ASIA MARKETING JOURNAL Vol.18 No.1
With continuous news headlines related to patents in the public media, awareness of patents' value is spreading, and patents are valuable not only to a firm but also to consumers. Therefore, this study makes an effort to explore the theoretical mechanism of the effects of patent infringement litigation (PIL) on customers. More specifically, this study examines the influence of PIL on customer-based brand equity (CBBE) and brand innovation image (BII). Based on this study's findings, PIL's outcomes directly affect BII, which in turn indirectly affects CBBE. That is, people will evaluate a winning brand as a highly innovative brand, which contributes to higher brand equity. However, in regards to PIL's direct effect on CBBE, there are some differences between Apple and Samsung. In the case of Apple, the winner image positively affects only one dimension of CBBE, brand loyalty, while for Samsung, the plaintiff's image negatively affects brand loyalty.
Min-Ju Park,Thiyam General,Sam-Pin Lee 한국식품영양과학회 2012 Preventive Nutrition and Food Science Vol.17 No.1
To produce novel cheese-like fermented soybean, the solid-state fermentation of roasted soybean flour (RSF) was performed using 1.0% inoculum Bacillus subtilis HA and Lactobacillus plantarum, with the initial 60% substrate moisture for 10 hr at 42℃, resulting in pH 6.5, 0.82% acidity, 3.5% mucilage, 14.3 unit/g protease activity, 7.6 unit/g fibrinolytic activity, 216 ㎎% tyrosine content and 1.7×10<SUP>10</SUP> CFU/g of viable cell counts. After the second lactic acid fermentation with 10~30% skim milk powder, the fermented RSF resulted in an increase in acidity with 1.64~1.99%, tyrosine content with 246~308 ㎎% and protease activity in the range of 5.2~17.5 unit/g and 0.966 water activity. Viable cell counts as probiotics indicated 1.6×10? CFU/g of B. subtilis and 7.3×10<SUP>10</SUP> CFU/g of L. plantarum. The firmness of the first fermented RSF with 2,491 g·ø㎜<SUP>-1</SUP> greatly decreased to 1,533 g·ø㎜<SUP>-1</SUP> in the second fermented RSF, although firmness was slightly increased by adding a higher content of skim milk. The consistency of the second fermented RSF also decreased greatly from 55,640 to 3,264~3,998 in the presence of 10~30% skim milk. The effective hydrolysis of soy protein and skim milk protein in the fermented RSF was confirmed. Thus, the second fermented RSF with a sour taste and flavor showed similar textural properties to commercial soft cheese.
Pei-Ju Chen,Keng-Chen Liang,Hui-Chen Lin,Ching-Liang Hsieh,Kuan-Pin Su,Mei-Chu Hung,Lee-Yan Sheen 한국식품영양과학회 2011 Journal of medicinal food Vol.14 No.6
This study adopted the forced-swimming paradigm to induce depressive symptoms in rats and evaluated the effects on learning and memory processing. Furthermore, the effects of the water extract of Gastrodia elata Bl., a well-known Chinese traditional medicine, on amnesia in rats subjected to the forced-swimming procedure were studied. Rats were subjected to the forced-swimming procedure, and the inhibitory avoidance task and Morris water maze were used to assess learning and memory performance. The acquisition of the two tasks was mostly impaired after the 15-minute forced-swimming procedure. Administration of the water extract of G. elata Bl. for 21 consecutive days at a dosage of 0.5 or 1.0 g/kg of body weight significantly improved retention in the inhibitory avoidance test, and the lower dose showed a better effect than the higher one and the antidepressant fluoxetine (18 mg/kg of body weight). In the Morris water maze, the lower dose of the water extract of G. elata Bl. significantly improved retention by shortening escape latency in the first test session and increasing the time in searching the target zone during the probe test. These findings suggest that water extracts of G. elata Bl. ameliorate the learning and memory deficits induced by forced swimming.