• The Research Journal of the Costume Culture
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• v.16 no.5
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• pp.795-811
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• 2008

The purpose of this study is the structural relations will be examined among the VMD image of clothe stores, emotional reactions of brand awareness, brand image, brand attitude, and purchase intention. An empirical study in experimental design was conducted to female college students in their twenties, who made a huge influential group in the fashion industry, by considering the VMD characteristics of clothing shops. It measured the effects of VMD based on the changes to the consumer attitude before and after the VMD renewals, the correlations between brand recognition and VMD, and the influences of VMD on brand recognition and image, which were considered as important factors in creating brand assets. The research findings were as follows: 1. There were differences in emotional reactions according to the VMD image changes before and after renewal. Considering that the consumers recognized the VMD changes before and after renewal and showed different emotional reactions, the VMD image seems to be a major variable affecting their emotions. 2. As for the changes to the VMD image and brand image before and after renewal, the consumers recognized the VMD changes before and after renewal and consequently recognized the brad images differently, which implies that brand image can vary according to the effects of VMD renewal and changes to the VMD image.

• Journal of the Korean housing association
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• v.23 no.5
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• pp.95-102
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• 2012

We studied in order to find out suitable amounts of board by visual effects to establish indoor boards and human psychological effects by several board designs. Thirty students of C university were tested in constant temperature/humidity room and interviewed after tests. The experimental visual images were projected from 54' TV. As a result, the board length that showed high preference and satisfaction was the 90cm both horizontal and vertical direction. We found that vertical board gave an impression of a linear and narrow shape and the horizontal board gave wide space and cool feeling from psychological analytical study. The factors affecting satisfaction in horizontal direction were refreshing, intimacy, beauty, area, splendor and those in vertical direction were a sense of security, beauty, texture, intimacy, continuity, extensity, natural feeling. We got 5 factors from the result of factor analysis in order to get psychological factor axis. Those were pleasantness, artificiality, openness, dynamics, refinement. By multiple regression analysis, the factor pleasantness had the highest impact on visual satisfaction on scenary. The study on psychological factor difference by analysis of variance showed that psychologically feeling amount about pleasantness, artificiality, dynamics, refinement, and openness had statistically meaningful difference despite of board direction. We found that the 90cm had a tendency as a changing point leading image change by the investigative analysis of board direction based on factor points.