• Journal of the Korea Convergence Society
• /
• v.13 no.4
• /
• pp.271-278
• /
• 2022

Carbonated drinks are a kind of drink that is popular in our daily lives and are sold mainly among young people. There are many brands of carbonated drinks currently on sale, and most of them emphasize the distinction of texture, and brand images and packages have further commercialized package design as a whole. It is necessary to increase the emotional experience of soda package design, which can increase the added value of the brand. Sensibility is the most common psychological experience in humans and is the subjective experience and feeling of things. By combining the emotional experience with the package design of carbonated drinks, it provides more emotional user experience while purchasing carbonated drinks, realizing diversification of product package designs and satisfying consumers' emotional needs. This paper first examines the package design of carbonated drinks, I hope it will be an implication if you increase the emotional experience of soda package design.

• The Journal of the Convergence on Culture Technology
• /
• v.8 no.4
• /
• pp.387-395
• /
• 2022

This study empirically studied the effect of the characteristics of consumer experience in a virtual store in the metaverse of a fashion brand on consumers' perceived utility and self-congruence for the medium. As a result of the analysis, all three factors (reality, ubiquity, anonymity) of the fashion brand metaverse virtual reality store experience had a significant positive effect on the perceived avatar consistency. On the other hand, realism and ubiquity had a significant positive effect on perceived fun, but the effect of anonymity on perceived fun was not significant. On the other hand, perceived avatar identity was found to have a significant positive effect on perceived consumer-brand self-congruence. Finally, it was found that the perceived fun in the metaverse fashion brand virtual reality store had a statistically significant positive effect on perceived consumer-brand self-congruence.

• The Journal of Industrial Distribution & Business
• /
• v.12 no.4
• /
• pp.7-13
• /
• 2021

Purpose: This study aims to empirically analyze the effects of user experience on satisfaction and repurchase in the online food market and to present implications. Online food markets have rapidly dominated the grocery market since their appearance, and online food purchases by middle and seniors as well as young people are increasing rapidly. Research design, data, and methodology: The survey was conducted on 268 consumers with experience in using online food markets, and the results of the survey were analyzed using SPSS statistical program to verify reliability and feasibility, and using structural equation modelling (SEM) using AMOS. This study positively analyzed the impact of satisfaction and repurchase intent by setting system quality, product quality, brand characteristics, and economics as user experience factors in online food markets. Results: The results showed that among online food market user experience factors, the quality of the product and brand characteristics have a significant impact on satisfaction. This means that consumers decide to purchase food through online food markets by considering high-quality products and brand value together. Conclusions: This study has broadened the horizon of recent research on online food market which has been rapidly increasing in the market triggered by Covid19, providing significant implications.

• Korean Institute of Interior Design Journal
• /
• v.21 no.1
• /
• pp.30-39
• /
• 2012

The essence of brand identity is to draw an interrelation between user and brand based on user's desire. The housing cultural center is focused on brand identity for satisfaction of user. The purpose of this study is to inquire out the expression characteristics of brand Identity in housing cultural center according to analyze previous studies and case studies. The results of this study are summarized as follows. 'Uniqueness' is directly expressed through brand name or logo or through brand colors. 'Experience' is expressed as auditive expression through stimulation using a body and providing music. 'Relationship' has provided a communication environment or created relationship with brand by leading interaction with others. 'Estheticism' has increased visual satisfactory level by aesthetically sublimating lighting direction or form. 'Functionality' is expressed by providing various programs through smooth flow plan and grafting with the latest technology. 'Non-dailiness' has affected memory territory by inducing curiosity and astonishment through space modification or new and contrasting direction. The housing cultural center needs to be planned as a space where interaction of user and brand will be initiatively activated sensationally and psychologically by pursuing user-oriented brand identity.

• Journal of the Korea Fashion and Costume Design Association
• /
• v.18 no.1
• /
• pp.35-50
• /
• 2016

As the fashion industry increasingly fierce competition in the market we are elements of product quality can only be differentiated through a difficult period. Because academia and strengthen brand image and measures proposed business, a way to strengthen advertising and promotional marketing. However, this action reminds consumers that have a direct feel of the experience with the product is very easy to see, but counterproductive when advertising and contradictions. Korean fashion brand has sufficient capacity in this part of the judgment, because reason can not spread to the global luxury fashion brand. This study analyzed who help give identity to the domestic fashion luxury brand global strategy angry, it is part of the goal of the current development and product strategy features. Export capabilities, improve product identification components for their product development strategy has been carried out case studies and the recommendations based on this identity-based international luxury fashion brand analysis. The concept of product identification is not strong, the lack of previous studies of this study also adopted the international luxury fashion brand case studies, based on the country. The importance of product identification and product identification research methods derived from the characteristic side also granular component. Then there is the need to achieve national identity customized product development strategy for domestic enterprises to further expand the practice target. This will help enhance the competitiveness of the domestic apparel design.

• The Research Journal of the Costume Culture
• /
• v.19 no.6
• /
• pp.1133-1149
• /
• 2011

The major aim of this study was to find out that the relation between consumers value and experience quality toward purchase intention in addition to the influence of the consumers value and experience quality on the effects of scarcity message types collaboration using limited edition in global SPA brand. As a result of an empirical analysis, it shows that consumers value and experience quality are co-related to the intention of purchase, especially, brand familiarity and reputation influenced scarcity valuation in the affirmative and both emotional value and epistemic value influenced the intention of purchase under scarcity message. The moderating effect of consumers value and experience quality however, turns out to be not significant although its effect is directionally supported that is purchase intention was high when scarcity message is shown. Moreover, emotional epistemic group was influenced by scarcity message so we found that consumers value is changed to emotional with subjective. This result indicates that we need the scarcity message type reflecting the characteristics of consumers value and experience quality to increase customer's purchase intention.

• Journal of Digital Convergence
• /
• v.17 no.7
• /
• pp.293-298
• /
• 2019

This study is a user experience study based on location branding at mobile experience stores. As mobile devices have recently become saturated beyond the penetration, the IT industry is encouraging users to buy through experience and can be competitive by increasing brand loyalty through experience stores. The purpose of this study is to analyze the effect of place branding among experience stores through qualitative and quantitative measurements and analyze the user experience factors related to the location branding to present a future direction. A total of eight subjects were given tasks and then experimented with participatory observations and conducted in-depth interviews. The experiment showed that the experience had a significant effect on users, but the difference between each brand was obvious. Since this study has identified the experience-oriented elements, we expect to provide better service and experience for future users.

• The Research Journal of the Costume Culture
• /
• v.18 no.3
• /
• pp.452-464
• /
• 2010

The purpose of the study was to give a help in making a successful expansion of fashion brand by making a close inquiry into an effect of the main brand in fashion brand on an image of the second brand and into an effect of satisfaction and loyalty for main brand on satisfaction and loyalty for the second brand. The study made a survey of the total eight brands including four main brands and each second brand, and used 217 questionnaires. The results of this study are as follows. First, The main brand image and second brand image did not match. Second, the satisfaction of the main brand affected the satisfaction of their second brand, especially in the main brand of the image, design, user experience, staff friendliness, variety of products and brands on display. Third, the ranking of main brand loyalty and the ranking of second brand loyalty were different. All the main brand loyalty had a significant effect on the second brand. The consumers who preferred the main brand had a high confidence and a strong tendency to repurchase.

• Korean Institute of Interior Design Journal
• /
• v.22 no.5
• /
• pp.96-105
• /
• 2013

Branding is a process of building the relationship between a brand and consumers. This process can also happen in a space that reflects brand characteristics, and this kind of branding is called space branding. This way can strengthen a brand image by delivering its profound impressions with synesthetic experiential services for consumers. In terms of brand extension, particularly, it is possible by space branding to apply the image and value of the parent brand to spatial design so as to expect the direct effect of experiential brand recognition. As a result of case analysis for space branding - the scope of which was limited to hotels - specific ways of embodying a brand into space were largely classified into three types: the first is the 'embodiment of visual elements' that directly embodies a brand's logos, colors, forms, and textures into space; the second is the 'experience of brand content' that mainly adopts the way of giving impressions with events or customer services, or of inducing direct experiences combined with exhibition function; and the third is the 'symbolic expression of brand characteristics' that indirectly expresses the strong concept or image of a brand - a type in contrast to the first direct type. These ways of space branding change the general abstract feeling of a brand's qualities into specific spatial experiences, thus now settling as one of the ways of marketing that are direct, strongly sustainable, and the most effective.

• The Korean Journal of Franchise Management
• /
• v.14 no.2
• /
• pp.31-46
• /
• 2023

Purpose: Brand communication plays an important role in the credibility of consumer behavior as it enhances brand equity. This study investigates the effects of brand communication (firm-created communication, consumer-generated communication) on brand awareness, brand attitude, brand loyalty in the hotel business sector by applying the SOR theory (stimulus-organism-response theory). Research design, data, and methodology: This study was analyzed in a quantitative way using the survey results of 400 customers who had experience of visiting hotels. In this study, SmartPLS 4.0 was used to evaluate the research model. The reliability, convergent validity, and discriminant validity of the measurement tool were verified. Result: Result was found that consumer-generated communications had a positive effect on brand awareness and brand attitude, whereas firm-created communications had a significant effect on brand awareness. In addition, brand awareness had a positive effect on both brand attitude and brand loyalty. Finally, brand attitude was found to have a positive effect on brand loyalty. Conclusions: This study redefines the concept of where chain hotel groups should focus when providing consumers with information about their brands and services. As a result, the conceptual framework of brand communication to increase new customer visits to the hotel brand has been expanded.