• Korean Institute of Interior Design Journal
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• v.26 no.5
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• pp.152-160
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• 2017

The purpose of this study is to propose a space design plan for brand experience that can enhance consumer satisfaction and brand awareness by conducting a survey on the consumer satisfaction with space expression methods in an eyewear flagship store. Through theoretical review, brand experience was defined as the 'process and outcome of experiences caused by stimulations associated with the brand in a series of processes. After reviewing previous studies, 5 elements of brand experience such as the sensory, emotional, behavioral, cognitive and relational experiences were extracted. Upon deriving a checklist through these elements, a survey was conducted. The analysis of the survey showed that the process composed of cognitive experiences that promoted to remember the brand was intensively expressed in spaces. Thus, the results of this study are as follows. First, the process composed of cognitive experience should be applied with a higher priority to increase brand awareness, and such a process accompanied by the behavioral and sensory experiences. Second, beyond a simple visual experience, various senses such as olfactory and auditory senses should be stimulated, and behavioral experience provided as an experience factor. Third, brand image and sales spaces should be composed under a single theme with a connectivity. Fourth, in external spaces, the curiosity of consumers should be stimulated with a theme matching the brand image. Fifth, it was found that the visitor satisfaction was higher when formative elements consisted of not only static but also dynamic features. Sixth, among the elements of brand experience, emotional experience should be improved to complete the 'process and outcome of experiences'. It is considered that further studies are needed, which expand the cases of eyewear flagship stores not only in Korea but also overseas, and propose more specific plans and design strategies through in-depth interview methods in the future.

• The Journal of the Korea Contents Association
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• v.18 no.11
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• pp.38-46
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• 2018

This study is about brand design system development cases based on BX, focusing on research of JUNGGANEGOTGAN brand conducted from January 2018 to April. BX is a subjective and internal response of consumers arising from design stimulus including brand identity. BX design is brand-related stimulus based on brand experience and BX is generated when stimulant of brand design and consumers' contacting with brand are interacting. The most important thing of BX design system is that BX design system plays a very important role when consumers choose goods or services of some brand at the various touch points of brand in the process that consumers form the certain brand image. This study suggests the final completed brand design draft plan along with brand design system development strategy conducted about JUNGGANEGOTGAN based on BX design. As a result, modeling and associations of JUNGGANEGOTGAN brand experience design seem to be statistically meaningful (F=30.961, p<.001). Preferences of brand design is rated by modeling (=.443, p<.001), associations (=.218, p<.001) in order and it turns out to be affected.

• The Journal of Industrial Distribution & Business
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• v.13 no.4
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• pp.35-49
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• 2022

Purpose - According to the recently changing consumer smart environment and consumer decision-making process, this study investigates the structural relationship between electronic(online) WOM information characteristics and brand community experience value types on specific brand reliability and brand transformation. In particular, the characteristics of word of mouth information and the experience value of brand community users were divided into detailed fac tors and approached. Methodology - In order to proceed with this study, we review previous studies and setting hypotheses. The hypothesis was verified through a survey that was conducted for the consumers with online consumption activities in less than six months. With reference to previous studies, operational definition was made for the questionnaire design. In order to verify the hypothesis, 282 people were statistically analyzed through the survey This data were used for AMOS for confirm hypothesis established. Results - eWOM information characteristics were classified into usefulness, timeliness and un-bias, and online community experience values were classified into interaction, playfulness, and virtuality. In addition, it is to investigate the relationship between the brand reliability and user's experience value in brad community. The main results are as follows. The first result was that usefulness and un-bias, which are the eWOM information characteristics had a positive effect on forming brand reliability. However, the factor of timeliness did not affect brand reliability. Second, in terms of user experience value and brand reliability in the brand community. It was fo und that experience values such as interaction, playfulness, and vituality all had a positive influence on brand reliability. Third, it was found that brand reliability has a positive influence on the on-line conversion activity of users. Conclusions - Through this study, the field of online consumer behavior research is expanding, and this study suggested that careful management is necessary according to the type or characteristics of eWOM information. Additionally, it presents the importance of the user's empirical value in the brand community influencing brand attitude and reliability. In practice, the implementation of the marketing communication mix in digital marketing has recently been underway to enhance the conversion behavior of users. At this level, it also reveals the preceding factors that increase user conversion behavior.

• Journal of the Korea Fashion and Costume Design Association
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• v.15 no.1
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• pp.175-189
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• 2013

This study was aimed at finding the effects of consumer experience related to experience providers of apparel companies on brand loyalty. The participants of this study included experienced SPA fashion brand shopping female consumers who are between the ages of 20 to 50 residing in Seoul. A total of 285 questionnaires were used for the survey of this study. Methods of data analysis included. The result of this study revealed the 9 factors of experience providers in apparel companies: co-branding, advertising, visual/verbal identity & signage, design & quality, physical environment, people, emotional environment, websites, and sales promotion. The 5 factors of consumer experiences were behavioral experience, relational experience, affective experience, intellectual experience, and sensory experience. The experience providers of the apparel company had a significant impact on consumer experience of SPA, such as behavioral experience, sensory experience, affective experience, intellectual experience and relational experience. Of all, consumer experience of SPA as well as behavioral, sensory and affective experiences had a positive impact on brand loyalty. In conclusion, experience providers, at the disposal of the apparel company, are tactical implementation components for creating consumer experience. Therefore, the marketing strategy of apparel companies should be focused on eliciting affirmative responses from consumers.

• Journal of Fashion Business
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• v.18 no.5
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• pp.42-55
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• 2014

This study examined the relative importance level of experience marketing on brand attitude and brand loyalty in beauty salon franchise stores, and attempted to raise the competitiveness of beauty salon services by presenting this elements as experience marketing strategy directions for beauty salon franchise store management. A questionnaire was used for this study on 350 adults residing in Gwangju Metropolitan City and SPSS 20.0 statistics package was used for analysis. In summary, the results of this study are as follows. First, five factors that make up experience marketing in beauty salon franchise stores were found. They were sensory marketing, relative marketing, emotional marketing, cognitive marketing and behavior marketing. Brand loyalty was categorized into the two factors, attitude loyalty and behavioral loyalty. Also, we found that experience marketing had a statistically positive impact on brand loyalty. Secondly, experience marketing of beauty salon franchise stores was found to have a statistically significant positive effect on brand attitude. Thirdly, we found that the brand attitude of beauty salon franchise stores had a statistically significant positive effect on brand loyalty.

• Journal of Distribution Science
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• v.18 no.3
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• pp.15-24
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• 2020

Purpose: The purpose of this study is to investigate the mediating effect of conspicuous brand usage between brand experience and brand loyalty in relational perspective, and to probe the difference between the positively experienced consumers and the negatives. Research design, data and methodology: Apple iPhone, Samsung Galaxy, and other brands were suggested as consideration set to be selected from 223 Amazon Mechanical Turk respondents, and they answered the structured survey of 33 questions made by Qualtrics with 5-point Likert scale. Structural Equations Model (SEM) was employed to test the hypothesized model, and RStudio and SPSS 18 were used to analyze the dataset. Results: It was confirmed that the more consumers have positive brand experience, the more they are loyal to brand. Conspicuous brand usage can be positively mediated, and consumers who experienced high conspicuous brand usage are more likely to be loyal to the brand. Conclusions: It is noteworthy to find the mediating effect of conspicuous brand usage, and the hidden mechanism between brand experience and brand loyalty. Managers can promote positive conspicuous brand usage when consumers get in touch with product and service channels. By providing impressive conspicuous brand experience, the brand loyalty of the band can be enhanced.

• The Research Journal of the Costume Culture
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• v.19 no.3
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• pp.565-578
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• 2011

The purpose of this study was to examine the emotional experience dimension on the brand of the low price cosmetics and to empirically investigate the effect of emotional experience on the relationship between customers and brand. Data were collected for 10 days starting on March $2^{nd}$ 2009. Questionnaires were distributed to 517 female college students who experienced to purchase the products of the low price cosmetic brand and answers were collected. The results of analysis on collected data showed that the emotional experience was classified into sense, spatial environmental emotion, sales promotion emotion, salesperson emotion and visual/verbal identity, and emotional experience on low price cosmetic brand had a positive effect on the relationship between customer and brand. Specifically, it was showed that emotional experience on low price cosmetic brand significantly affected the customer satisfaction, brand trust and brand attachment. In terms of effect of emotional experience on customer satisfaction, the orders in the degree of influence were following: the sense, spatial environmental emotion, sale promotion emotion and salesperson emotions. In terms of effect of emotional experience on brand trust, the orders in the degree of influence were following: the sense, salesperson emotions, sale promotion emotion and spatial environmental emotion. In terms of effect of emotional experience on brand attachment, the orders in the degree of influence were following: the sense, spatial environmental emotion, salesperson emotions, visual/verbal identity and sale promotion emotion.

• Journal of Distribution Science
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• v.17 no.2
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• pp.91-100
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• 2019

Purpose - The importance of customer experiences has been increasing in retail industry as wells as theme park industry. The purpose of this research is to investigate relationships among brand experience, customer perceived value and brand support behavior in theme park industry. Furthermore, we tried to examine the moderating effects of interaction with customers in the relationships between brand experience and customer perceived value. Besides, we provided some implications for not only the theme park industry but also other service industries such as retail industry. Research design, data, and methodology - The research model has nine hypotheses, and we examined them empirically in this study. Five hypotheses were about relationships among theme park brand experiences, customer perceived value, and brand support behavior. The other four hypotheses were about the moderating effects of customer interactions in the causal relationship between brand experiences and customer perceived value. A total of 167 samples who had visited the theme park were surveyed and the hypotheses were tested with the statistical package programs such as SPSS 21.0 and AMOS 21.0. Results - The results of this study are as follows. First, it was proved that theme park visitors' sensory experience, emotional experience, and cognitive experience have significant positive effects on perceived value, although the hypothesis about the causal relationship between behavioral experience and perceived value is not supported. Second, the customer perceived value has a positive effect on brand support behavior. Third, customer interaction has a positive moderating effect between brand experiences and perceived value, except for behavioral experience. Conclusions - Based on the results of this study, there can be following significances and implications from both theoretical and practical perspectives. First, we confirmed the importance of experiential marketing in other service industries such as retail industry as well as the theme park industry. The marketing managers in these industries need to design various experience programs considering the various characteristics of experiences such as sensory, emotional, and cognitive experiences. Second, it will be necessary for the theme park managers to encourage active participation of customers, and raise the level of interaction between employees and customers.

• The Korean Journal of Community Living Science
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• v.27 no.1
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• pp.109-120
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• 2016

This study aims to observe the brand personality of foreign airlines and analyze which brand personality best influences service experience satisfaction, price-value satisfaction, and reusing intention. Moreover, it attempts to determine if there is a difference in service experience satisfaction, price-value satisfaction, and reusing intention according to brand personality. A questionnaire was distributed to 1621 consumers; of these, 1500 were used for final data analysis. Results are as follows. First, a factor analysis was used to investigate the brand personality, and three factors were identified: confidence/competence, sophistication, and dynamic. Second, we investigated the influences a brand personality has on service experience satisfaction, price-value satisfaction, and reusing intention. The confidence/competence of a brand personality showed the greatest influence on service experience satisfaction, price-value satisfaction, and reusing intention. Also, price sensitivity satisfaction had the greatest impact on reusing intentions.

• Journal of Digital Convergence
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• v.15 no.9
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• pp.427-434
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• 2017

The purpose of this study is to analyze the BI elements of expression for four brand's experience spaces in Korea and propose a direction for improvements for such spaces. I started with the theoretical background of nowadays brand marketing and experiential BI elements through literature researches, and then researched the property of spatial expressions to analyze BI elements. Based on this research, I analyzed four domestic brand experience spaces. As a result, brand experience spaces must clearly express the brand image of the company through various contents and situations to effectively communicate and improve BI expressions. Also, they need long-term experience contents for sustained relationships rather than short-term experiences. I expect this study will be a good resource for BI expression research in brand experience spaces. I also believe that this study can guide other studies about BI expression in other fields.