• 한국콘텐츠학회논문지
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• 제18권11호
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• pp.38-46
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• 2018

본 연구는 브랜드 경험(BX : Brand Experience) 기반의 브랜드 디자인 시스템 개발사례에 관한 연구로, 2018년 1월 - 4월에 진행된 정가(家)네곳간 브랜드 디자인 시스템 개발 사례를 토대로 연구 하였다. 브랜드의 경험은 소비자의 주관적이며 내적인 반응이며, 브랜드 아이덴티티를 포함한 브랜드 디자인의 자극을 통해 발생하는 소비자의 반응이다. BX 디자인은 브랜드의 경험을 바탕으로 브랜드와 관련된 자극으로 브랜드디자인의 자극물과 소비자가 브랜드와 접촉을 통해 일어나는 반응이 서로 상호작용 함으로써 브랜드에 대한 경험이 발생한다. BX 디자인의 시스템에서 가장 중요한 부분은 브랜드의 다양한 접점에서 소비자가 특정 브랜드에 대한 브랜드이미지를 형성하는 과정에서 특정 브랜드의 제품이나 서비스를 선택하는데 있어 매우 중요한 역할을 하는 것이다. 본 연구에서는 BX디자인을 기반으로 진행된 정가(家)네곳간 브랜드 디자인 시스템의 개발 전략과 함께 최종 완성된 브랜드 디자인 시안을 제시하였다. 그 결과, 정가(家)네곳간 브랜드 경험 디자인의 조형성과 연상성이 통계적으로 유의미한 것으로 나타났다(F=30.961, p<.001). 브랜드 디자인 선호도는 조형성(${\beta}=.443$, p<.001), 연상성(${\beta}=.218$, p<.001)순으로 브랜드 디자인 선호도에 영향을 미치는 것으로 나타났다.

• 유통과학연구
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• 제21권10호
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• pp.109-121
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• 2023

Purpose: This study aims to verify whether avatars that embody different brand concepts offer different experiences to users. Furthermore, this study explores the relationship between user identification with avatars and their actual brand purchase intentions. Research design, data and methodology: The research design employed a between-subjects approach, with two independent variables: brand concept and avatar. The measured dependent variables were brand experience in extended reality (XR) and purchase intention. Additionally, brand attitude served as a control variable. Results: First, in virtual brand spaces with symbolic benefits, ideal avatars were found to elicit higher levels of brand experience than actual avatars. Specifically, participants reported elevated levels of entertainment and relational assembly experiences in symbolic brand spaces. Second, this research reveals that the relationship between users' identification with avatars and their intention to make actual brand purchases is mediated by brand experience in XR. Conclusions: The findings suggest that ideal avatars evoke higher levels of brand experience within symbolic brand spaces, particularly in entertainment, relational connection, and a sense of community. Furthermore, this study establishes the role of brand experience in XR as a mediator between avatar identification and purchase intentions.

• 한국의류산업학회지
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• 제24권5호
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• pp.567-576
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• 2022

This study aims to determine the effects of the experiences of ZEPETO platform users on their attitudes and purchase intentions. A survey on 10-20 Korean and Chinese virtual fashion consumers was conducted. Brand experiences were independent variables, and offline purchase was the dependent variable. The results showed that, first, among the four factors of the brand experience, Korea and China have the highest explanatory power. Second, the brand experience of Korean consumers significantly impacted their brand attitude. Additionally, cognitive and emotional experiences of the brand positively impacted their brand attitude. Third, the brand experience of Chinese consumers significantly affected their brand attitude, and among the sub-factors of brand experience, cognitive experience positively affected brand attitude. Fourth, the brand experience of Chinese consumers significantly influenced their offline purchase intention, and among the sub-factors of brand experience, cognitive experience positively influenced their offline purchase intention. Overall, an emotional branding strategy that provides brand and product information must be implemented for the Korean market encouraging consumers to develop a positive and emotional connection with the brand. The Chinese market would benefit from formulating a reliable branding strategy that easily provides a wide range of brand and product information focusing on cognitive experiences.

• 한국의상디자인학회지
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• 제18권1호
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• pp.105-120
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• 2016

The purpose of this study is to verify the effects of brand experience on Brand Loyalty according to Emotional Responses. For this study, data were collected through Google questionnaires site. The survey ran from March to May, 2015, the total of 329 respondents was used in analysis. The subject consisted of adults living in domestic region, and convenience sampling. For statistical analysis, AMOS were used to verify the study model. The major results of the research are as follows. First, as to the relation between brand experiences and affectional responses, all of experience dimensions positively affect affectional responses. Second, regarding the relation between brand experience and brand attitude, partially experience dimensions affect brand attitude. Third, affectional responses affect positively brand attachment. Forth, brand attitude affect positively brand attachment. Fifth, brand attachment positively affect attitudinal brand loyalty and behavioral brand loyalty. Finally, with regard to the relation between brand experiences and brand attitude, consumer need for uniqueness has partially moderating effects when behavior experience affect brand attitude.

• 한국실내디자인학회논문집
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• 제26권5호
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• pp.152-160
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• 2017

The purpose of this study is to propose a space design plan for brand experience that can enhance consumer satisfaction and brand awareness by conducting a survey on the consumer satisfaction with space expression methods in an eyewear flagship store. Through theoretical review, brand experience was defined as the 'process and outcome of experiences caused by stimulations associated with the brand in a series of processes. After reviewing previous studies, 5 elements of brand experience such as the sensory, emotional, behavioral, cognitive and relational experiences were extracted. Upon deriving a checklist through these elements, a survey was conducted. The analysis of the survey showed that the process composed of cognitive experiences that promoted to remember the brand was intensively expressed in spaces. Thus, the results of this study are as follows. First, the process composed of cognitive experience should be applied with a higher priority to increase brand awareness, and such a process accompanied by the behavioral and sensory experiences. Second, beyond a simple visual experience, various senses such as olfactory and auditory senses should be stimulated, and behavioral experience provided as an experience factor. Third, brand image and sales spaces should be composed under a single theme with a connectivity. Fourth, in external spaces, the curiosity of consumers should be stimulated with a theme matching the brand image. Fifth, it was found that the visitor satisfaction was higher when formative elements consisted of not only static but also dynamic features. Sixth, among the elements of brand experience, emotional experience should be improved to complete the 'process and outcome of experiences'. It is considered that further studies are needed, which expand the cases of eyewear flagship stores not only in Korea but also overseas, and propose more specific plans and design strategies through in-depth interview methods in the future.

• 융합경영연구
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• 제9권3호
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• pp.1-9
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• 2021

Purpose: This study investigates causal relationships among brand experience, perceived value and brand support behavior in both Chinese and Korean consumers, and also examines the moderating effects of interaction with customers in the relationships between brand experience and perceived value. Research design, data and methodology: Three research were presented and examined empirically in this study. First research question is about relationships among brand experience, perceived value and brand support behavior. Second is about the moderating role of interaction with customers and third is about the differences in the causal relationships between China consumers and Korean consumers. A total of 377 samples who had visited theme parks in China and Korea were surveyed. Results: Sensory experience, emotional experience, and cognitive experience have significant causal relationships with perceived value in Both Chinese and Korean consumers. Perceived value has a positive effect on brand support behavior and interaction with customer has a moderating effect between brand experience variables and perceived value in Both Chinese and Korean consumers. Second, the causal relationship between behavioral experience and perceived value is not significant in Both Chinese and Korean consumers. Third, there were significant differences in the effects of emotional experience and cognitive experience on perceived value between Chinese consumers and Korean consumers. Conclusions: Managers of theme park industry should design experience programs considering various brand experience variables for both Chines consumers and Korean consumers. Second, it is necessary to raise the level of customer interaction between employees and customers.

• 한국의상디자인학회지
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• 제15권1호
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• pp.175-189
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• 2013

This study was aimed at finding the effects of consumer experience related to experience providers of apparel companies on brand loyalty. The participants of this study included experienced SPA fashion brand shopping female consumers who are between the ages of 20 to 50 residing in Seoul. A total of 285 questionnaires were used for the survey of this study. Methods of data analysis included. The result of this study revealed the 9 factors of experience providers in apparel companies: co-branding, advertising, visual/verbal identity & signage, design & quality, physical environment, people, emotional environment, websites, and sales promotion. The 5 factors of consumer experiences were behavioral experience, relational experience, affective experience, intellectual experience, and sensory experience. The experience providers of the apparel company had a significant impact on consumer experience of SPA, such as behavioral experience, sensory experience, affective experience, intellectual experience and relational experience. Of all, consumer experience of SPA as well as behavioral, sensory and affective experiences had a positive impact on brand loyalty. In conclusion, experience providers, at the disposal of the apparel company, are tactical implementation components for creating consumer experience. Therefore, the marketing strategy of apparel companies should be focused on eliciting affirmative responses from consumers.

• 디지털융복합연구
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• 제15권9호
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• pp.427-434
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• 2017

본 연구는 국내 4개의 브랜드체험관을 분석하여, 브랜드체험관에서의 BI 표현 요소를 분석하고 브랜드체험관에서의 BI 표현 개선 방향을 제안하는데 목적이 있다. 1차적으로 문헌연구를 통해 현재 브랜드마케팅과 시각적 경험적 BI 요소의 이론적 배경을 고찰하고 이를 분석할 공간 표현 특성에 대해서 조사하였다. 2차로 이를 토대로 추출된 분석 기준을 가지고 국내의 4개 브랜드체험관을 분석하였다. 그 결과, 브랜드체험관은 BI 표현 개선을 위해 자사의 브랜드 이미지를 체험관에 명확하게 표현해야 하고 다양한 콘텐츠와 상황을 통해 이미지를 효과적으로 전달할 체험 전략이 필요하다. 또한, 단기적인 체험이 아닌 지속적인 관계를 이어 갈 장기적인 체험 콘텐츠도 필요하다. 본 연구를 바탕으로 앞으로 브랜드체험관의 BI 표현 연구를 위한 참고자료로 사용될 것을 기대하며, 이후 진행될 다른 분야의 BI 연구에도 도움이 되기를 바란다.

• 유통과학연구
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• 제18권10호
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• pp.5-14
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• 2020

Purpose: Early morning delivery markets have grown exponentially in the last few years. This study aims to verify the effects of brand experience factors and brand personality factors of Market Kurly, a representative early morning delivery brand, on brand attachment and brand loyalty. Research design, data, and methodology: For this purpose, 204 ordinary people in their 20s and 40s who have experience in using Market Kurly were surveyed. 7 hypotheses were verified by using hierarchical regression analysis. Results: Affective experience, intellectual experience, and behavioral experience among brand experience factors had a positive effect on brand attachment. Also, brand personality-self-image congruence and brand personality-human brand congruence as brand personality factors had a positive effect on brand attachment. The brand attachment was identified as an important preceding factor to explain the brand loyalty of Market Kurly. Conclusions: When applying brand experience factors to the early morning delivery service context, each brand experience factor affected brand attachment and brand loyalty. The scope of research on brand personality-self-image congruence was expanded in that it considered both brand personality-human brand congruence and brand personality-self-image congruence. This study provides academic and practical implications by revealing that brand experience factors and brand personality factors can positively affect brand attachment and brand loyalty.

• 디지털융복합연구
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• 제18권11호
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• pp.477-483
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• 2020

신용카드가 결제 수단을 넘어 브랜드 아이덴티티를 드러내는 중요한 마케팅 도구로 자리 잡고 있다. 본 연구는 국내 신용카드의 브랜드 아이덴티티를 구현한 사례 중에서 긍정적인 브랜드 경험을 제공한 신용카드 디자인 사례를 분석하여 효과적인 디자인 전략 방안을 제시하는 것이 목적이다. 국내 대표 신용카드 브랜드의 디자인을 번 슈미트의 경험유형에 따라 분석했다. 분석 결과 신용카드를 디자인할 때 각 테마에 맞는 색상으로 시각적인 효과를 극대화하고, 소비자의 오감을 자극하고 나아가 신용카드가 주는 혜택 등을 연상할 수 있는 인지 및 감성 경험을 제공하는 것이 브랜드 아이덴티티를 드러내는데 효과적이라고 나타났다. 본 연구는 국내 카드사가 신용카드 디자인을 통해 브랜드를 소비자들에게 긍정적으로 각인시킬 수 있는 디자인 방향을 제시하는 데 의의가 있다.