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The purpose of this paper is to analyze the Korea tourism brand image in a popular tour guidebook, Lonely Planet Korea and to provide an objective insight for examining destination image.

To achieve this goal, this study used content analysis to analyze the Korea tourism brand image.

Overall, 200,435 words were selected. The frequency of words was highly related to transportation and famous attractions. Moreover, to evaluate the value of the Korea tourism brand image, only adjectives in context were extracted. In total, 2,716 adjectives in each category were examined. The Korea tourism brand image was positive in that “good” adjectives were the most frequently selected. Furthermore, value properties based on The Lasswell Value Dictionary were examined. The value of words also supported the results of the content analysis of adjectives. The results of correspondence analysis found that the “outdoor” category was separately positioned with “old” adjectives.

Based on the results of content analysis by category, selected adjectives reflected current Korean tourism and hospitality problems.

The paper suggests implications that can be used to improve the Korea tourism brand image.

Explores the interval nature of semantic scale adjectives across three languages: English, Putonghua Chinese, and Japanese. Reports on a pilot study conducted among native speakers of each language using the techniques of magnitude scaling. Respondents rated an assortment of common adjectives by comparing the magnitude of the word to a given modulus. The results indicate that the traditional translation/back‐translation technique may not provide response intervals that are comparable cross‐culturally. Further, between languages the results indicate that the meaning attached to the adjectives by native speakers varies substantially. Discusses implications for market research, as well as future areas of research.

The green technology cars have received much attention due to the air pollution and energy crisis. The purpose of this paper is to increase automotive designers’ understanding of the affective response of consumers about automotive shape design. Consumers’ preference is mainly based on a vehicle's shape features that are traditionally manipulated by designers’ intuitive experience rather than by an effective and systematic analysis. Therefore, when encountering increasing competition in today's automotive market, enhancing car designers’ understanding of consumers’ preferences on the shape features of green technology vehicles to fulfil customers’ demands, has become a common objective for automotive makers.

In this paper, questionnaires were first used to gather consumer evaluations of certain adjectives describing automobile shape. Then, automotive styling features were systematically examined by numerical definition-based shape representations. Finally, models were individually constructed using support vector regression (SAR), which predicted consumer's affective responses, based on the adjectives selected, and which also incorporated the relationship between consumer's affective responses and automotive styling features.

In order to predict and suggest the best automotive shape design, the results of this experiment of SVR can provide a basis for the future development of automobiles, particularly for green vehicle design, and support automotive makers in ensuring that automotive shape design to satisfy consumer needs.

SVR is a valuable choice as an evaluation method to be applied in the design field of green vehicles.

Belief in Mazu has a crucial cultural status in Taiwan and the coastal area of Fujian, China. The design and manufacture of apparel and accessories to be placed on statues of the deity are also considered a sacred and critical part of the religion’s cultural and artistic inheritance. The crown hat of Mazu is one of the most essential elements of the deity’s apparel. The paper aims to discuss these issues.

This study explored the styles of Mazu crown hats using Kansei engineering (KE). People generally use adjectives words to provide aesthetic evaluations. Fuzzy theory is suitable for processing linguistic problems that include vagueness, thereby providing a reasonable method of quantifying such aesthetic evaluations. Therefore, this study first established a fuzzy positioning model (FPM) of word evaluations for analysis. Factor analysis was used to obtain representative image adjectives that represented Mazu’s image. Fuzzy analysis methods were then employed to rank the various image adjectives through evaluation words and to determine the differences between adjectives. Finally, on the basis of image analysis results and expert suggestions, the crown hat was redesigned and its suitability verified.

Four results were obtained. First, four image adjectives appropriate for representing Mazu’s image were identified, of which “noble and kind” is the most suitable. Second, fuzzy analysis was found to successfully rank style images. Third, the crown hat style and design characteristics suitable for Mazu were acquired. Fourth, the verification demonstrated that the redesign effectively enhanced the perceived image of the crown hat design.

This study employed KE to improve the design of a Mazu crown hat. The proposed FPM can aid the development of cultural and creative design.

Working memory (WM) is a key component of effective and efficient communication in typical communicators, with, potentially, even greater significance for those who benefit from augmentative communication. This study aims to explore the emergence of WM strategies in children with complex communication needs who may be reliant on aided communication strategies.

A quasi‐experimental repeated measures, multi‐factorial research design, comparing 30 children with complex communication needs (CCN) aged three to six years and 30 age‐matched typically developing peers. Picture stimuli representing verbs and adjectives in three categories: control words, long words and phonologically similar words are presented visually or silently in sequences of increasing length to establish each participant's memory span.

Articulatory rehearsal does not appear to be used as a memory strategy with verb material. With adjective material, there is limited evidence of emerging articulatory rehearsal at age six. Input modality does not influence rehearsal of either verbs or adjectives.

The study is small scale and exploratory, but there are suggestions that both groups of participants handle verb and adjective material differently to noun material.

Emerging WM skill in children with CCN needs to be considered in relation to the use of speech generating technology.

This paper contributes to understanding of the development and potential influence of WM in efficient aided communication.

The purpose of this exploratory study is to propose a new methodological approach to investigate brand associations. More specifically, the study aims to show how brand associations can be identified and analysed in an online community of international consumers of fashion to determine the degree of matching with company-defined brand associations.

The methodology is two-pronged, integrating qualitative market research techniques with quantitative text mining. It was applied to determine types and perceptions of brand associations among fashion bloggers with reference to three leading Italian fashion houses. These were then compared to brand associations found in company-generated texts to measure the degree of matching.

The results showed consistent brand associations across the three brands, as well as substantial matching with company-defined brand associations. In addition, the analysis revealed the presence of distinctive brand association themes that shed further light on how brand attributes were perceived by blog participants.

The methods described can be used by managers to identify and reinforce favourable brand associations among consumers. This knowledge can then be applied towards developing and implementing effective brand strategies.

The authors propose an interdisciplinary approach to investigate brand associations in online communities. It incorporates text mining and computer-assisted textual analysis as techniques borrowed from the field of linguistics which have thus far seen little application in marketing studies, but can nonetheless provide important insights for strategic brand management.

This paper describes the design of a stemming algorithm for searching databases of Latin text. The algorithm uses a simple longest‐match approach with some recoding but differs from most stemmers in its use of two separate suffix dictionaries (one for nouns and adjectives and one for verbs) for processing query and database words. These dictionaries and the associated stemming rules are arranged in such a way that the stemmer does not need to know the grammatical category of the word that is being stemmed. It is very easy to overstem in Latin: the stemmer developed here tends, rather, towards understemming, leaving sufficient grammatical information attached to the stems resulting from its use to enable users to pursue very specific searches for single grammatical forms of individual words.

In the literature, there is a lack of tools able to catch the symbolic dimension of the brand image, which go beyond rational and emotional dimensions. This paper aims to find and test a new instrument, named “Multi‐Sensory Sort” (MuSeS).

MuSeS, a direct methodology of exploring the consumer's symbolic universe and the unconscious expectations, is composed of a set of projective techniques based on multi‐sensory stimuli.

The results showed how MuSeS allows one to collect in‐depth data, otherwise difficult to obtain through other kinds of surveys.

MuSeS is able to measure both the consumers' perceptions about the brand image concept (its potentials) and the characteristics that the customer wishes to find in the brand image (brand image future development).

Most of the tools created to investigate the brand image are based on questionnaires with attitude scales; this assumes that the brand image is a conscious and fully verbalized construct. The paper started from another assumption, trying to measure the non‐verbal and the unconscious brand image aspects, using instruments derived both from psychology and marketing.

This paper presents a questionnaire study of brand‐specific perceptions of automotive design using subjective rating methods. The purpose of the paper is to explore the multiple modalities of the visual product experience of automobile design as perceived by the general public. Furthermore, the experiences were analysed using a framework for visual product experience (VPE).

Respondents were asked to assess the design of two car models at an international car show in relation to brand perceptions and visually perceived attributes using, among other tools, visual analogue scales. Analysis was done using a qualitative technique.

Results from the study indicate that there is a correlation/relation between experiential modes, in that respondents tended to rate attributes consistently high or low across modes. This implies that if the aesthetics are not perceived as favourable, neither is the expression of the car. Furthermore, respondents' assessments of aesthetic appeal and expression are on an average strikingly similar, suggesting that the level of aesthetic appeal correlates with the level of semantic understanding of the design. The general rating of emotional response follows a similar consistent pattern for the two studied cars.

Study approach as a way to gain insights into subjective perceptions of products based on appreciation and interpretation of visual product form. VPE framework recognising, mapping and clarifying the multiple modes of the visual experience.

This paper aims to provide leaders with language that can support them during crisis communication using the functional fluency model with positive 30 word descriptors or adjectives to improve their effectiveness with the right words.

The functional fluency model has nine modes of communication. Five of them aid in effective communication, while four bring about ineffective communication. Each of the modes have six word descriptors or adjectives to best describe a specific mode. Hence, out of total 54 adjectives, 30 are associated with positive ways of communication. Based on these 30 word descriptors, indicative sentences are framed for positive communication.

Leaders can effectively use word descriptors from the “fabulous five” modes of structuring, nurturing, accounting, cooperative and spontaneous to word their responses. Moreover, they can be mindful of the word descriptors related to the negative modes.

The sentences framed against the word descriptors/adjectives are indicative. However, versions can be framed suited to a particular situation.

The word descriptors of the functional fluency model supports practitioners of crisis communication and leaders to be functionally fluent in a crisis.

Effective communication can be a struggle during a crisis. It is here that the functional fluency model with its 30 adjectives associated with positive modes can help leaders with appropriate expressions.