• Asia Marketing Journal
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• v.3 no.2
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• pp.92-114
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• 2001

최근 들어 브랜드 개성이 소비자들의 마음속에 지각된 브랜드를 차별화 시킬 수 있는 중요한 수단이라는 인식이 증가하고 있다. 그럼에도 불구하고 브랜드 개성에 대한 연구는 아직까지 체계적인 연구가 진행되지 못하고 있다. 본 연구에서는 브랜드의 자아표현적 역할에 초점을 맞추어 브랜드 개성이 소비자행동에 어떻게 영향을 미치는가를 자아이미지와의 일치성과 관련하여 실증적으로 규명하였다. 본 연구의 결과를 요약하면 소비자들은 브랜드의 개성이 자신의 이미지와 일치할 때 해당 브랜드에 더욱 호감을 갖고 있었다. 특히, 제품에 대해 상징적 가치를 높게 지각하고 있는 헤도닉 태도가 높은 소비자의 경우에는 브랜드 개성과의 자아이미지 일치성이 브랜드 태도에 중요한 영향을 미치나, 헤도닉 태도가 낮은 소비자의 경우는 브랜드 개성과 자아이미지의 일치성이 브랜드 태도 형성에 중요하게 고려되지 못하였다.

• The Journal of the Korea Contents Association
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• v.14 no.5
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• pp.55-62
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• 2014

This study investigated the brand personality of competitive brands in the same product category by conducting the evaluation of advertising message. The common personalities and different personalities of some brands were compared. The outdoor product was chosen for a product category. 4 different brands recently launched were selected for the study. For the analysis, every 3 TV commercials of each brand were examined by experiment respondents. As a result, all brands had two common brand personalities-passion and competence. Other representative brand personalities were ruggedness, sophistication, and sincerity.

• Management & Information Systems Review
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• v.30 no.3
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• pp.27-56
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• 2011

At this point in time when the percentage of foreign consumers as well as domestic consumers are being increased in domestic open market users due to the recent interest and promotion on the open market, the purposes of this study are as follows. First, the relationship between open market brand personality, satisfaction and brand loyalty will be clarified targeting all Korean consumers and Chinese consumers using domestic open market. Second, whether there is difference in the effect of domestic open market brand personality on customer satisfaction and brand loyalty between Korean consumers and Chinese consumers will be compared. The results are as follows. First, as a result of testing the study hypothesis targeting the open market users, in other words targeting all Korean consumers and Chinese consumers, only the ability among brand personality dimensions did not have positive effect on the satisfaction toward open market. Other than that, it could be confirmed that the reliability, sincerity and familiarity, etc are important influence factors in forming satisfaction toward open market. Next, as a result of testing whether there is difference in the effect of domestic open market brand personality on customer satisfaction and brand loyalty between Korean consumers and Chinese consumers, it was shown as having difference. In other words, the Korean consumers were shown as not having positive significant effect in the relationship between the ability among brand personality and satisfaction toward open market while all other brand personality dimensions were shown as having positive effect on the satisfaction toward open market. It could be found that if the satisfaction toward open market is high, the brand loyalty toward open market also gets high.

• International Area Studies Review
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• v.14 no.1
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• pp.161-181
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• 2010

This thesis researches how country image and product attributes as well as brand personality influence U.S.A, Chinese and Indian Consumers' Korean automobile brand selection and the strategic implications of this study are as follows. First, Country image and Brand personality have more influence on U.S.A Consumers than Chinese and Indian consumers on selection of Korean automobiles. Second, All three of consumers have more influence by product attributes than other two factors, Chinese consumers has more influences by product attributes than U.S.A and Indian consumers have. Throughout this study it can be acutely recognized that brand personality and product attributes as well as country image influence on selection of automobiles made in Korea although there exist differences among three other consumers. This study suggests Hyundai automobiles in U.S.A, China and India need effort to develop representative brands with a unique personality.

• The Journal of the Korea institute of electronic communication sciences
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• v.9 no.1
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• pp.1-10
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• 2014

The purpose of this following research is to verify influence of brand personality development of domestic Internet shopping malls on consumer satisfaction and intention to revisit. To achieve this purpose, a sample study was carried out on college students in Busan who made a purchase from Internet shopping malls during the past 6 months. In the concrete, 11 shopping malls including general shopping malls and open market that have a high market share were chosen as comparison targets. Materials were collected and analyzed through questionnaire survey. Empirical analysis results are shown as the following. Brand personality dimension of Internet shopping malls are 'competence sophistication', 'vitality', 'warmth' and 'reliability' etc. 'Warmth' and 'reliability' have a significant influence on consumer satisfaction and intention to revisit. In particular, 'reliability' showed bigger influence on intention to revisit Internet shopping malls. In addition, consumer satisfaction showed a meaningful influence on intention to revisit. Specific strategy development is needed to strengthen 'warmth' and 'reliability' among brand personality dimensions.

• The Journal of the Korea Contents Association
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• v.9 no.12
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• pp.647-655
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• 2009

Colors, as a part of contents, have great implications to consumers. Each individual feels the image of colors as an outcome of the accumulated experience or knowledge of oneself. This study aims to find the personality and meaning of color images through the predicted trend colors and to analyze the consumers' attitude towards them. We found that the 5 major trend colors such as Crystal Sound, Creamy Touch, Mysterious Vintage, Autumn Forest and Carnival seem to have their own personality images. Furthermore, we discovered that Crystal Sound has an image of a self-made man, Creamy Touch a highschool girl, Mysterious Vintage a God father, Autumn Forest the public and Carnival a circus clown as a result of additional adjective image analysis. In addition, customers marked the highest preference for Creamy Touch. The research result shows that the personality of an individual and that of colors are coincide and it might bring about a positive consumer behavior. And this research has a significant meaning since it is a sort of interdisciplinary study in-between fashion and marketing and it should be studied further later.

• Journal of Global Scholars of Marketing Science
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• v.14
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• pp.59-80
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• 2004

As industrial development standardizes the quality of products, people are increasingly attracted by a certain brand with intangible value. Consumers, surrounded by a variety of brand in a market, want to have relationships with specific brands reflected by their personality. Especially in fashion, brand personality is more important since products are highly involved in terms of personal emotion. The purpose of the study is to identify the dimension of overall fashion brand personality, to specify the 'Dimension of Fashion Brand Personality' according to fashion product categories (i.e., formal wear, casual wear, sports wear), and to investigate the effect of each dimension of fashion brand personality on brand preference and purchase intention. The results were as follows: Firstly, based on Aaker(1997)'s 'Big five factors' and selection fashion brand personality factors from our pretest, the fashion brand personality factors were verified as 'Fashionable/ Innovative', 'Sincere', 'Universal! Stable', 'Professional'. Secondly, according to fashion product categories, brand personality was defined as below. Brand personality for formal wear included 'Innovative/ Active', 'Stable', 'Professional', and 'Universal'. Brand personality for casual wear included 'Fashionable/ Innovative', 'Active', 'Sincere', and 'Stable'. Brand personality for sports wear included 'Innovative', 'Social', 'and 'Sincere'. Finally, overall fashion brand personality factors (' Sincere', 'Universal! Stable', 'Professional') influenced on brand preference and purchase intention. In formal wear, 'Professional' influenced on brand preference and purchase intention. In casual wear, 'Active' influenced on brand preference, but 'Fashionable' and 'Sincere' influenced on purchase intention. In sports wear, 'Sincere' influenced on brand preference and 'Innovative' influenced on purchase intention.

• Archives of design research
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• v.19 no.1 s.63
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• pp.141-150
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• 2006

The animation should be produced to attract the audience's interests. Its characters will have the intended personalities through the interactions with the audiences, discarding the attributes of the nature. These personalities form the brand identity when they are exposed visually and will be powerful brand assets which lead the animation industry to the high-value added products. The brand identity of the character, the brand assets, can be used for various products in form of licensing and is noted to make an affirmative leverage effect. In this regard, the author has conducted an empirical research on the animation characters from the viewpoint of the brand, adopting, in particular, the Brand Personality Scale (BPS), which is the output of J. Aaker's (1997) study on brand personality defined as the human properties in relation with the brand. In addition, this study determines the correlation among the animation, brand and consumers based on the Sirgy's study (1982) resulting in that the better the brand and the consumer's personality are matched, the more the brand attitude is improved. In consequence, it is found that the animation characters have three personality levels such as refinement/ability, integrity and interests. The consumer's personality is divided into the 'practical ego-image' and the 'ideal ego-image' in the survey, and the survey result shows that the brand personality of the animation character exists between them.

• Journal of Korea Society of Industrial Information Systems
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• v.24 no.5
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• pp.65-76
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• 2019

This research examines the effects of perceived design personality on consumer responses such as attitude toward products and purchase intention. Furthermore, the study analyzes if the design typicality moderates the effects of design personality on consumer responses. The research results found that when consumers are exposed to a typical design, they are more likely to perceive sincerity and ruggedness at a higher level. On the other hand, consumers tend to perceive a higher level of excitement and sophistication, as they are exposed to the atypical design. Besides, competence and ruggedness have positive effects on buying intention in the case of a typical design, while sincerity, excitement, and sophistication have positive impacts on buying intention in the case of an atypical design. Lastly, competence and ruggedness are found to have positive impacts on design attitude more in the typical design than in the atypical design, whereas sophistication showed positive impacts on design attitude more in the atypical design than in the typical design. Additionally, competence has more influence on product buying intention in the typical design and excitement has more effect on it in the atypical design.

• Proceedings of the Korean Fiber Society Conference
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• 2001.10a
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• pp.405-408
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• 2001

날염 Screen용 직물은, 소비자의 요구가 고급화, 다양화, 개성화 되고 있으며 유행의 변화가 빠르다는 시대적인 추세에 의해 날염가공이 섬유산업에 주요핵심공정으로 인식됨에 따라, 질적, 양적 성장을 거듭하고 있다. 날염기술은 다양한 무늬와 색상을 표현할 수 있는 장점이 있어 fancy화 할 수 있고, trend의 흐름에 따라 다양한 변화를 줄 수 있기 때문에 소비자 요구의 개성화, 다양화에 효과적으로 대응할 수 있다. (중략)