• Science of Emotion and Sensibility
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• v.7 no.1
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• pp.29-40
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• 2004

Even though rhythm is considered theoretically and practically as a form element influencing consumer's aesthetic response on product design, researches on it relatively less performed than other product aesthetic elements. And also existing researches have only suggested rhythm as one of aesthetic elements in product design but they haven't suggested overall insight on how to apply rhythm into product design. This study tested how rhythm expression in product design affects consumer's aesthetic response according to price level and brand hierarchy. The result shows that rhythm is clearly one of aesthetic elements. And rhythm expression increase consumer's aesthetic response in low priced product condition regardless of brand hierarchy. But in high priced product condition, rhythm expression decreases consumer's aesthetic response because of perceived risk. Only when in high prestige brand condition, consumer's aesthetic response remains high because of trade-off relationship between perceived risk and brand equity. The result of this study enables designers to understand characteristics of rhythm. Also, the result can give companies the useful way on how to use rhythm element as a strategic tool if they consider their brand equity level and product's price level.

• Archives of design research
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• v.15 no.3
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• pp.157-166
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• 2002

This research verified advertising effect according to ad information format and layout based on resource-matching theory. Existing researches suggested inconsistent results that it's effective to design advertising easy to understand by using factual information presentation and integrated layout or it's effective do design difficult advertising to understand by using explanatory information presestation and separate layout. The result of this study suggest that advertising effect by advertising design style is different according to situational elements such as motivation level of information processing and brand hierarchy. The results show that, in the high prestige brand, easily designed advertising using factual information presentation and integrated layout is more effective because consumers make favorable inference by remained cognitive resources. Contrary to this in the low prestige brand, not easily designed advertising using explanatory information and separate layout is more effective because consumers have no remained cognitive resources so that they concentrate on advertising itself.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.17 no.10
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• pp.666-677
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• 2016

This study analyzes determinants of strategic marketing alliances' performance using 'continuous use intention' of consumers in the Korean credit card industry. Specifically, this study aims to provide comprehensive and synthetic understanding of these factors divided into firm- level and consumer- level variables. Thirty alliance cards were chosen randomly. For firm- level data, managers from the thirty selected cards were interviewed concerning their respective firm and alliance operation. For collection of consumer- level data, 610 card holders from these thirty cards were surveyed concerning card benefits, benefits information, brand image, and continuous use intention. The hierarchical linear model (HLM) was employed to analyze this multi-level data, yielding the following results: First, consumers identified three factors that positively influence continuous use intention. Second, with respect to firmlevel factors, alliance partner's marketing capability is not positively related to intention, whereas fit of alliance goal influences consumer's continuous use of card. Third, contrary to expectation, the positive interaction effects between consumer level variables and firm level variables were found to be not present.