• Science of Emotion and Sensibility
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• v.17 no.4
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• pp.41-50
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• 2014

This study examined the characteristics of brain's reaction pattern concerning the preference for product images and compared them with the result of subjects' intuitive evaluation of their preference for the same materials. Two tests were conducted; the first one that calculated comfort properties based on brainwave measurements in order to examine the impression given by the images of products presented separately, one-by-one, and the second one that had subjects evaluate the preference directly by comparing the images of all products simultaneously. The first test was titled 'Independent Cognitive Response' and the second test, 'Relative Cognitive Response', and their characteristics were as follows. In the 'Independent Cognitive Response', the state of emotion was expressed in absolute values based on the comparison with the information accumulated through the subject's own experience and the feeling expressed as 'pleasant' or 'unpleasant' persisted as absolute values. In the 'Relative Cognitive Response', the state of emotion relative to the information of other images compared in the stage of perceiving the images was expressed, and in this case, the state of emotion described as 'calm' or 'excited' acted as relative values.

• The Journal of the Korea Contents Association
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• v.12 no.5
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• pp.154-162
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• 2012

We can expect an effective color marketing to build up a positive industrial image as it is easy for consumer to approach due to the ability of colors to affect human consciousness and sub-consciousness more than any other factor. The purpose of this research is to draw attention to the importance of color communication and to find strategies to elevate the brand image by surveying the degree of influence color communication has when forming a brand image. In order to conduct effective research, we executed theoretical and collaborative analysis through research materials and documents. If you take a look at the outcome of this research, brands that brings credibility and likability to its customers are not brands that uses color communication, but brands that utilize marketing strategies that build up credibility for quite some time. Also, preference over colors are distinctive. It turned out to be that the color of a brand logo that one likes has very little to do with one's favorite color. When people choose a brand, they are choosing the brand not because of the color of the brand logo, but its credibility and likability that the brand offers. It proves that the color of the brand logo has nothing to do with the colors that people prefer. The relationship between the color that consumers prefer and the image and emotional color that forms brand image is negligible. However, since research shows that there was a relationship between the color you prefer and the emotional color that forms brand images, it seems to be important to figure out what color customers prefer rather than the color that shows customers' self image. Unlike existing color communication research, through this research, we would like to know how to utilize the color communication strategically in the forming of brand images and take a look at the relationship between customers' preferences and the image of each brand logo's emotional color.

• Journal of the Korean association of regional geographers
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• v.11 no.4
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• pp.497-510
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• 2005

The purpose of this study was to examine the image similarity, preference, and the attribute recognition using multidimensional scaling. The analyses were carried out by 5 spa destinations located in Choongchung area. The results were as followings: first, considering the image similarity, the image of Suanbo & Onyang and Dogo & Asan were similar except for the Yusung. Second, considering the attribute recognition, Yusung had a stronger attribute reflecting spa tradition when compared to other competitive spa destinations. Onyang showed a strong attribute of facilities. Dogo had a stronger point about use cost. Suanbo had relatively strong attributes in terms of facilities, customer service, and accessability. However, the water quality of spa destination and activities were not reflected in attribute recognition because these two attributes was farthest from the spa destination. Third, considering the preference of selecting spa destinations, package tourists had a strong preference about Yusung, individual tourists, family, incentive tourists prefer Suanbo, followed by Dogo and Yusung. Group tourists had a strong preference about Dogo.

• Archives of design research
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• v.20 no.3 s.71
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• pp.5-14
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• 2007

The purpose of this study is to investigate the effects of personal characteristics and body cathexis of middle-aged women on their clothing image preferences. Data was collected using questionnaire from 35 to 59 of age living in Daegu. The questions for personal characteristics included ascendancy, responsibility, emotional stability, sociability and self-confidence. Clothing images included the noble, bold, practical and female. Data were analyzed using SAS, SPSS programs for frequency, percentage, average, correlation, ANOVA, Duncan's multiple range test. The results of this study are as follows: 1. The body cathexis of middle-aged women to their own body is not so high and the satisfaction with their body parts were face features, upper limb, lower limb, torso, height, physique, weight orderly. 2. The more satisfied with their body the higher emotional stability and self-confidence. 3. The more satisfied with the face the more preferred noble, bold, female image in doffing. The more satisfied with the torso and physique the more preferred bold, female image in clothing. 4. Middle-aged women with a high ascendancy preferred bold image and, those with a high responsibility preferred a practical image. Those with a high emotional stability preferred noble, practical image. Middle-aged women having a high sociability preferred noble, male image and having a high self-confidence preferred bole, male image.

• International Area Studies Review
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• v.12 no.2
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• pp.227-250
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• 2008

The purpose of this study is to compare the Korean consumers' global brand preference and purchase intension with Chinese consumers. Based on the literature review, we created structural correlation between consumer ethnocentrism, perceived quality, brand of origin image global brand preference and purchase intension. The survey polled 500 university students in Busan, Korea and Shanghai, China. SPSS ver.15.0과 AMOS ver.7.0 statistical package were used to analysis the questionnaire data. In order to examine the structural correlation between variables we operated structural equation modeling. The results of the study were as follows: in Korean case, perceived quality and brand of origin image had positive effect on global brand preference, but consumer ethnocentrism had no effect on global brand preference. And global brand preference had no effect on purchase intension, either. in Chinese case, perceived quality, brand of origin image had positive effect on global brand preference, but consumer ethnocentrism had no effect on global brand preference. while global brand preference had positive effect on purchase intension.

• The Journal of the Korea Contents Association
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• v.17 no.10
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• pp.548-558
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• 2017

The purpose of this study is to investigate how the types of perceived brand image related to the main concept building brand equity affect 'brand preference' and 'behavioral intentions'. The perceived brand image is set as the brand image type perceived by the consumer from the image pursued by the corporate brand, while in addition to brand preference, behavioral intentions are set as purchase intention and recommendation intention for the result variables. The result shows that the types of perceived brand image were extracted as 'factor 1(challenge spirit)' and factor 2(reliability) and through the cluster analysis 3 groups under each type were identified. Also, a significant difference between the influence of each type of perceived brand image on 'brand preference', 'purchase intention' and 'recommend intention' was indicated. In addition, the differences of perceived brand image types were found to be higher in order of 'challenge spirit type', 'reliability type', 'integrated type'. The empirical implementation of this study lies in the fact that it classifies the concept of brand image not as a broad theoretical model, but as a model directly related to real consumer perception, and that it gives practical suggestion for brand image management related to advertising.

• International Area Studies Review
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• v.13 no.2
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• pp.475-504
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• 2009

The purpose of this thesis is to analyze and investigate why and how these 4 factors (the images of country of origin, imported luxury brand, objective products' characteristics and Projective consumer's peculiarity) impact product preferences & purchasing intention of consumers who plan to buy "Imported Luxury Branded goods". For this study the research directions are: 1. To find each impact of Country of Origin and Brand image which influence "the preference of imported luxury brand items". 2. To analyze the difference of "the effects of Country or Origin" which impacts product preference when consumers buy imported luxury branded goods, which have different purchasing risks. 3. To verify the difference of products' characteristics that have different purchasing risks through comparing the image of country of origin and brand. 4. To analyze and compare "the purchasing behavior of Korean consumers" for achieving research universality. In order to verify that those 4 factors (the images of country of origin, imported luxury brand, objective products' characteristics and prospective consumer's peculiarity) impact on product preferences & purchasing intention of consumers, the linear structural equation model was developed. According to this research model, 9 hypotheses were designed.

• Journal of the Economic Geographical Society of Korea
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• v.13 no.2
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• pp.253-269
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• 2010

This study analyzed image similarity, attribute recognition, and preference by multidimensional scaling. The analyses were carried out by 10 spa destinations (Deoksan, Bugok, Onyang, Yuseong, Suanbo, Bomun, Dongrae, Asan, Dogo, Haeundae) in Korea. The results were as follows: First, according to the analyses of image similarity of spa destinations, 'Haeundae, Dongrae and Bomun,' 'Dogo, Onyang, Asan,' and 'Deoksan, Suanbo, Bugok,' made similar image groups separately. However, Yuseong had different image from the other spa destinations in the above. Second, according to the analyses of attribute recognition of spa destinations, Deoksan and Bugok had more competitive ability in terms of 'the incidental facilities of spa destinations, 'Yuseong, Onyang, Asan, and Dogo' showed high competitiveness in terms of 'accessibility of spa destination' and 'tourism conditions.' Haeundae, Dongrae, and Suanbo had weak competitiveness in terms of 'the accessibility of spa destinations.' Third, according to the analyses of preference about spa destinations based on different job groups, office workers had a preference for Yuseong and Bugok, professional workers for Bomun, the people engaged in the farming, fishing, livestock raising and housewives for Haeundae and Dongrae, government officials, students, factory workers, the people living on a pension for Onyang, Deoksan and Dogo, and the self-employed for Suanbo. In conclusion, according to the analyses of spa destination preference based on different residence groups, residents of Seoul, Incheon, Gyunggi province, Gangwon province, Daejeon, Chungcheong province and Jeolla province had a preference for Yuseong, Suanbo, Onyang, Deoksan, and Asan and the residents of Daegu, Gyungsang province, Busan, Ulsan for Bugok, Bomun, and Haeundae.

• Archives of design research
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• v.13 no.3
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• pp.39-48
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• 2000

Under the ambiguous situation that design aim is not defined, this study would help designers with 1. overcoming the limitation of form generation ability by establishing visual application system, 2. accepting users'opinions by generating images dynamically, analysing and giving information on the preferred ones on the web on real time, 3. identifying tendency of preference so that they can generate preferred colors and images in future by updating image combination and dropping low-preferred ones. This system would play a role as an idea or form generation application in the product design development process.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2003.11a
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• pp.41-43
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• 2003

21세기를 들어서면서 우리나라에 있어서 캐릭터 관련 사업이 활성화되고 있다. 특히 아동의 정서적, 지적 발달을 위해서나 개성표현을 위해서 아동용 캐릭터 상품에 대한 소비자들의 관심이 전차 증가되고 있으며, 각종 아동용 캐릭터 상품이 생산, 유통되고 있으나. 아동용 캐릭터에 대한 감성 이미지 및 선호도에 관한 연구는 미비한 형편이다. 따라서 본 연구의 목적은 아동의 보호자인 어머니를 대상으로 아동내의용 캐릭터에 관한 선호도를 파악하고 선호되는 아동내의용 캐릭터의 감성 이미지를 파악함으로써 아동내의용 캐릭터 개발과 활용에 필요한 기초정보를 제공하는 것이다.