• 한국프랜차이즈경영연구
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• 제12권3호
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• pp.21-34
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• 2021

Purpose: As the visual expression cue that can easily reveal and imprint the brand image to consumers becomes more important, franchise coffee shops are making various efforts to establish design elements and brand identity. Therefore, the purpose of this study is to examine the structural model between design elements, brand identity, brand association, brand personality, and brand image of franchise coffee shops from various angles, and to suggest a plan for using visual elements makes a brand image on the franchise in the future. Research design, data, and methodology: This study tests the structural relationship between design elements, brand identity, brand association, brand personality, and brand image of franchise coffee shops. design elements are divided into three attributes (interior design, product design). And brand identity is divided into two attributes (brand name, brand symbol/logo). In order to achieve the purposes of this research, research model and hypotheses were developed based on previous researches. All constructs were measured with multiple items developed and tested in the previous studies. The data were collected from 380 customers who visited franchise coffee shops and were analyzed through SPSS 26.0 and SmartPLS 3.0 statistical package program. Result: As a result of this study, first, it is confirmed that product design has a positive effect on brand association toward coffee shops. Second, interior design and product design have a positive effect on brand personality. Third, all brand identity have a significant positive impact on brand association and brand personality. Finally, brand association and brand personality of coffee specialty shops have a positive effect on brand image. Conclusions: The following implications of this study are as follows. This study is confirmed that there is an effect of design elements attributes and brand identity attributes on brand association and brand personality. And, the brand image was found to be influenced by brand association and brand personality. This suggests that it can be used to establish visible marketing strategies for franchise coffee shops. Therefore, it is necessary to further improve efforts to raise the level of the brand image through visual factors such as unusual interior design, product packages.

• 한국콘텐츠학회논문지
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• 제18권11호
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• pp.38-46
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• 2018

본 연구는 브랜드 경험(BX : Brand Experience) 기반의 브랜드 디자인 시스템 개발사례에 관한 연구로, 2018년 1월 - 4월에 진행된 정가(家)네곳간 브랜드 디자인 시스템 개발 사례를 토대로 연구 하였다. 브랜드의 경험은 소비자의 주관적이며 내적인 반응이며, 브랜드 아이덴티티를 포함한 브랜드 디자인의 자극을 통해 발생하는 소비자의 반응이다. BX 디자인은 브랜드의 경험을 바탕으로 브랜드와 관련된 자극으로 브랜드디자인의 자극물과 소비자가 브랜드와 접촉을 통해 일어나는 반응이 서로 상호작용 함으로써 브랜드에 대한 경험이 발생한다. BX 디자인의 시스템에서 가장 중요한 부분은 브랜드의 다양한 접점에서 소비자가 특정 브랜드에 대한 브랜드이미지를 형성하는 과정에서 특정 브랜드의 제품이나 서비스를 선택하는데 있어 매우 중요한 역할을 하는 것이다. 본 연구에서는 BX디자인을 기반으로 진행된 정가(家)네곳간 브랜드 디자인 시스템의 개발 전략과 함께 최종 완성된 브랜드 디자인 시안을 제시하였다. 그 결과, 정가(家)네곳간 브랜드 경험 디자인의 조형성과 연상성이 통계적으로 유의미한 것으로 나타났다(F=30.961, p<.001). 브랜드 디자인 선호도는 조형성(${\beta}=.443$, p<.001), 연상성(${\beta}=.218$, p<.001)순으로 브랜드 디자인 선호도에 영향을 미치는 것으로 나타났다.

• 한국의상디자인학회지
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• 제25권3호
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• pp.69-80
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• 2023

The purpose of this study was to analyze the effects of consumers' fashion design evaluation factors on design value and brand loyalty. After confirming a research hypothesis, 247 people were selected as subjects for empirical analysis, and the results of the study are as follows. As a result of the analysis of 'the influence of consumer's fashion design evaluation factors on design value', the fashion design evaluation factors of 'convenience', 'social activity usefulness' and 'fashion ability' had an effect on the emotional design value. 'Convenience', 'functional usefulness', 'social activity usefulness', 'fashionableness' and 'aesthetic' factors affected the rational design value. 'Convenience', 'fashionableness', 'aesthetic' and 'psychological self-conformity' had a positive (+) effect on kinesthetic design values. As a result of the analysis of 'Influence of consumer's fashion design value on brand loyalty', 'emotional design value', 'rational design value' and 'kinesthetic design value' affect attitude brand loyalty, and 'emotional design value' and 'kinesthetic design value' affect brand loyalty. It was found that 'kinesthetic design value' has an effect on behavioral brand loyalty. As a result of the analysis of 'the effect of consumer attitude brand loyalty on behavioral brand loyalty', it was analyzed that attitude brand loyalty had a statistically significant positive (+) effect on behavioral brand loyalty.

• 한국실내디자인학회논문집
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• 제20권6호
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• pp.62-70
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• 2011

Fashion flagship store is to maximize brand's image, not for sales. As a value for consumption is changing into expression of individual styles and egos through brands' images based on their personalities rather than products, today, people are laying stress on expression of brands' personalities with spatial design of fashion flagship store to create differentiated brand images. This study was designed to examine brand personalities expressed in fashion flagship store's spatial design, and spatial components and ways of expression to influence them, and analyze how brand personality has an impact on brand loyalty. According to the results of this study, brand personality in fashion flagship store's space design of Louis Vuitton has three characteristics such as sincerity, vitality and tenacity, and display, pattern, furniture, color and wall have high influences on expression of its brand personality. Also, the higher brand personality got, the higher brand loyalty went up. These results imply that fashion flagship store's space design expressing differentiated brand personalities influences customers' brand loyalty to constantly use the brands, and thus is highly important for brand marketing of this day.

• 한국디자인학회:학술대회논문집
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• 한국디자인학회 2004년도 추계 학술발표대회 논문집
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• pp.156-157
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• 2004

• 한국의류산업학회지
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• 제1권4호
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• pp.335-341
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• 1999

The purpose of this study was to develop a large representative data base for socks marketing strategy. The study was to determine socks brand awareness in ralation to segmented distribution regions and such demographic variables as sex and age. The authors also analyzed preferred design. A total of 650 questionnaires were distributed and 611 reliable ones were used for statistical analysis. A SAS statistical package including frequency tables and chi square test was used. The results are as follows: Brand awareness involves "brand recall" based on asking a person to name the brand he or she recalls first, and also "brand recognition" based on asking subjects to identify brand names from 30 given brands. 'SOCKSTOP' was found to be a dominant brand as a result of the brand recall test, and 'BYC' was found to be a dominant brand as a result of the brand recognition test. Brand recognition was significantly different in the segmented distribution regions, three age groups and different sex groups. People considered design first in purchasing sports/casual socks, while they considered color first in purchasing dress socks. The most favored type of sock style was the common crew sock type. The results of a chi square test showed that preferred type of sock design was related with the sex and age variables.

• 복식
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• 제66권1호
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• pp.90-107
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• 2016

The purpose of this study was to examine the fashion brand attitude of tweenagers, with a focus on brand awareness, image, identification and loyalty. The study analysed 541 fifth and sixth-grade students in Seoul elementary schools. Major statistical methods used for this study were Cronbach's alpha analysis, confirmatory factor analysis, and path analysis with SPSS 19.0 and AMOS 19.0. Brands selected for this study were "NIKE" and "BEANPOLE KIDS". The result of this study was as follows: First, the study showed that both "NIKE" and "BEANPOLE KIDS" had 4 significant routes from the research model. Brand awareness had influence on brand image; brand image had influence on brand identification and brand loyalty; and brand identification had influence on brand loyalty. Second, using the bootstrapping to verify the significance of the total effect and indirect effect, brand awareness had a significant indirect effect on brand identification and brand loyalty; brand awareness did not have any direct effect on brand identification and brand loyalty for both "NIKE" and "BEANPOLE KIDS". Also, the total effect of brand awareness on brand identification and brand loyalty was significant. The result of this study showed the development potential to the fashion companies targeting tweenagers.

• 복식문화연구
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• 제10권2호
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• pp.146-159
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• 2002

This study examines the textile pattern design of Italian fashion brands and their brand extensions by comparing their images. Five Italian fashion brands are chosen and the textile pattern design of their brand extensions, which were presented during the eight collection. Then their design style is compared with the design style of their main brands. The five main brands and their brand extensions are as fellows: Anna Molinari-Blumarine, Dolce & Gabbana-D&G, Girogio Armani-Emporio Armani, Gian Franco Ferre'-GFF, and Prada-MiuMiu. Their color, motive type, motive layout, motive expression, and pattern drawing technique are examined and compared. Results suggest that most brand extensions generally use color, motive type motive layout. and motive expression similar to their main brands. In particular, their pattern drawing technique is a painting style white their main brands use a graphic style. This result suggests that to create and develop new brand extensions, Italian fashion (main brand) firms in general employ color, motive type, motive layout, and motive expression technique similar to main brands, but different drawing technique to differentiate from their main brands. The results of this study suggest that textile pattern design plays an important role in developing new brand extensions and thus should be considered as a crucial part of the product.

• 한국실내디자인학회:학술대회논문집
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• 한국실내디자인학회 2008년도 춘계학술발표대회 논문집
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• pp.139-143
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• 2008

The brand power is getting more important in apartment market so that consumers are accustomed to ask first what the apartment brand is when they are considering to buy an apartment. Even so the brand name is the first factor which approaches to the consumer, message and image can be delivered to customers by visual factors. Since visual image can be effective to remind of customers brand image, construction business company should make portfolio to synthesize brand Image actively. This research investigate images of consistency in extenor and interior design according to the apartments brand. Used lexical meaning of the adjective used to discern standard to extract images, selected survey, and evaluated by step 1 to 5 using semantic differential method, SD. The collected cases are analyzed by using statistics software SPSS for windows release 11.0. This research provides conveyance of the vision image which fits to the brand Image and further design direction.

• 한국디자인학회:학술대회논문집
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• 한국디자인학회 2005년도 춘계 학술발표대회 논문집
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• pp.278-279
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• 2005