• Korean Institute of Interior Design Journal
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• v.22 no.1
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• pp.11-18
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• 2013

The Contemporary consumer society demands companies to emphasize more on the brand marketing that can deliver the brand identities distinguished from those of competing companies. In today's environment, the meaning of consumption is not only a simple purchase of a product, but also assimilation into images, experience and emotional aspects of the brand. The flagship stores of brands take the advantage of the tendency seriously and utilize the envelopes of the building as marketing catalysts to establish their brand identities. This paper aims to investigate the possibility of the architectural envelope as a marketing element to establish the brand identities, by analyzing the design techniques that enhance the visual effects utilizing innovative application of material, pattern and connection details. it is studied that the function of architectural envelope's change from past to recent date and role of architectural envelope as means of marketing for expression brand image in contemporary commerce space and elements that can be applied on architectural envelope with theoretical consideration about marketing and brand identity. Also this paper will research about experience elements because the process for consumers to recognize brand image with architecture is the process of visual experience. And through example research, this paper will study interrelationship between visual system of cognition to be expressed on architectural envelope.

• Science of Emotion and Sensibility
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• v.11 no.1
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• pp.57-68
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• 2008

With the shift of consumer’s spending behaviors further into emotionally-driven purchases, the role of brand is becoming even more important, which in turn, expands design’s role in the brand image strategy. The contact point between the consumers and the brand is the primary channel for building strong brand image through experience. Therefore, it is critical to comprehensively plan and manage the consumer contact point for any brand. Given the changing market conditions, the objective of this study is to define and structure an integrated design development and management system for building successful brand image. In order to do so, the research analyzed the characters of brand image, the conditions for consumer experience and the roles of emotion. The analysis into the correlation between images and emotion process model yields three natures of an image. The image 1) is based on empirical decisions, 2) expresses and conveys emotional aspects and 3) builds mental values through a sense of sympathy. Through case studies of successful designs that meet all three characteristics, the roles of a brand icon in building strong brand image and the needs for integrated design approach for implementation are defined. The methods for integrated design include 1) providing a focal point through brand image positioning, 2) utilizing visual themes based on brand image plot, 3) building a Total Identity Program to holistically manage brand images and 4) developing brand icons for brand image reinforcement.

• Proceedings of the Korea Society of Design Studies Conference
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• 2004.10a
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• pp.206-207
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• 2004

• Journal of the Korean Society of Costume
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• v.60 no.8
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• pp.100-117
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• 2010

The cosmetics industry is executing the experiential marketing strategy, which focuses the brand experiential experience for the connection with consumers and differentiated strategy for the company's brand image, according to the expansion of quality service, which increasingly consume a diverse experience. Among these, the low-priced cosmetics market is trying a variety of experiential marketing to provide positive experience of their product and their brand through a unique service or event to stimulate the motions of young woman, who are changing rapidly, and is actively utilizing the means of marketing to form brand equity for these experiential marketing. Therefore, this study is to find out the effect of customer experiential on the brand equity through a variety of experiential marketing of low-priced cosmetics brand and based on the result, we were able to find out that the experiential marketing is also used as important means of marketing for low-priced cosmetics market to secure the brand equity and to maintain long-term relationship with the customer. This is expected to provide strategic and practical implications to the cosmetic marketing managers for customer management and this will recognize the importance of customer experiential in cosmetic marketing and suggest proper marketing strategy plan. In this study, the multiple regression analysis was mainly uses to find out the influence between the variables for low-cost cosmetic brand but we're hoping to execute a study, which directly and indirectly covers the complete path by using the various parameters, which can be effected on the brand equity.

• The Journal of the Korea Contents Association
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• v.10 no.1
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• pp.147-159
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• 2010

The touch screen phone launched domestically in Korea, unlike the existing plane UI, it applied a cubic shape of 3D UI which provides three dimensional solid graphic. This study proposes to examine the correlation between the users' experience of 3D GUI, which were made by two different companies, and the brand. From this point of view, this study sets up a hypothesis about intimate correlation between individual differentiated brand and the user experience. Base on that, a model was designed. This study measured the satisfaction of user experience through the disclosure and non-disclosure of brand, focusing on 3D GUI cases which were launched so far, and it demonstrated that there was a clear difference in the degree of satisfaction. Through this examine, a brand was confirmed as one of the important element of user experience in using the 3D GUI that was launched competitively by companies. Therefore, the result of this study suggest that the designers need to establish strategies that make the brand as the core subject of design during the process of manufacturing product and service.

• Journal of Fashion Business
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• v.27 no.3
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• pp.1-18
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• 2023

The online shopping industry in China has experienced rapid growth, particularly in the infant goods sector, which is considered highly promising in terms of its growth potential. This growth can be attributed to the Chinese market's increasing economic power, the implementation of new policies concerning marriage and childbirth, changes in family structure, and evolving and diverse consumer demands for infant products. While the infant clothing industry has emerged as a significant player in the Chinese market, there is still a lack of sufficient academic research on the online shopping environment specific to China's infant clothing industry. The objective of this study was to explore the influence of online experiential marketing on brand loyalty and purchase intention among Chinese consumers of children's wear. The study findings indicated that the emotional experience, action experience, and relationship experience encountered by consumers during online interactions had a positive and significant impact on brand loyalty. Both perceptual experience and cognitive experience had a positive and significant influence on consumers' willingness to make a purchase. The study also revealed that brand loyalty had a positive and significant effect on consumers' purchase intention. The perception of online experiential marketing, brand loyalty, and purchase intention varied based on individual attributes, and gender was found to moderate the relationship between online experiential marketing and brand loyalty.

• Journal of Distribution Science
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• v.21 no.1
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• pp.107-117
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• 2023

Purpose: This study attempted to confirm the mediating effect of brand experience and to travel brand community satisfaction in the relationship between the characteristics of brand community contents and travel product purchase intention. This study also investigated the moderating role of consumer characteristics. Research design, data and methodology: Based on a total of 381 bytes of data, hypothesis verification was conducted using Smart-PLS 3.2.8 statistical package programs. Results: First, the content community travel brand attributes, personal affordability and creativity are a lingering fragrances on the intended consumers ' shopping trip. Second, information provision, interaction, and creativity, which are the characteristics of travel brand community content, influenced consumers' intention to purchase travel products through brand community satisfaction. Third, playfulness, vitality, and creativity, which are the characteristics of travel brand community content, influenced consumers' intention to purchase travel products through double mediation of the experience and community satisfaction of brand. Conclusions: Tourism industry managers should be able to market content by forming their own brand community. It is necessary to create an environment in which tourism industry managers can use social media travel brand community content to give discounts to consumers, provide creative, playful and vivid travel information.

• Proceedings of the Korean Institute of Interior Design Conference
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• 2004.11a
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• pp.50-54
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• 2004

Now days is the age of brands. We are very close to the brands. The brands are found in every comer of our life, delivering messages endlessly. This study purposed to analyze on how to brand images express in a fashion shop of Interior design. This study used comparison and analyze base on social space and experience space each fashion shop. Research a brand images spaces as a identify the relationship between brand image expression and space.

• Industry Promotion Research
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• v.9 no.3
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• pp.185-192
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• 2024

This study investigates the F&B brand choice attributes preferred by Generation Z and the brand experience of the London Bagel Museum, resulting in the following findings. First, in-depth interviews with Generation Z revealed that they consider 'appearance' and 'sociability' to be the most important factors when choosing an F&B brand. The success of the London Bagel Museum can also be attributed to fulfilling these Generation Z F&B brand choice attributes of 'appearance' and 'sociability.' Additionally, 'taste' was found to have the greatest impact on word-of-mouth and revisit intentions. The brand experience of the London Bagel Museum received the highest score in sensory experience, which can be seen as satisfying the visual stimulation that Generation Z, who value 'appearance,' consider important. This was followed by cognitive experience, emotional experience, and behavioral experience, in that order. The significance of this study lies in providing insights for the development of successful F&B brands by elucidating the F&B brand choice attributes of Generation Z and the brand experience of the London Bagel Museum.

• Korean Institute of Interior Design Journal
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• v.15 no.3 s.56
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• pp.184-192
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• 2006

On this study, we are focusing on the spatial value of the flagship store as an effective way of experiential communication for a brand. The purpose of this study is to create effective methods for the spatial identity by connecting significance of experiential communication and strategic factors of experiential marketing. The process of this research is summarized as follows: First, we select some cases of the flagship stores realizing differentiated methods of experiential marketing and classify the types according to the marketing strategy. Second, we can analyze each function in the context of social, cultural life style. Finally, for the company flagship stores can be a tool to construct a sustainable brand image and tool differentiation, and at the same time for the consumer they can create relationships through customers' experience in the space expressing brand identity and style. Also, flagship stores can be valued as a place offering emotional experiences of cultural consumption as well as product consumption when planned given the style suitable for brand image and strategies.