• Title/Summary/Keyword: Visual Design

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Effect of Design Elements and Brand Identity on Brand Association, Brand Personality, and Brand Image: Focusing on Franchisee Coffee Shop

  • SHON, Jung Hieh;SONG, Jisung
    • The Korean Journal of Franchise Management
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    • v.12 no.3
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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.

  • https://doi.org/10.21871/KJFM.2021.9.12.3.21 인용 PDF KSCI

Remediation in Tradition Theatrical Stage Design (전통적 연극무대디자인의 재매개)

  • Jung, Min-Soo
    • The Journal of the Korea Contents Association
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    • v.8 no.12
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    • pp.207-213
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    • 2008

  • For decades, we have filled our theme parks, shopping malls, a streets and etc. with complementary or competing medias. These spaces have remedied newspapers, magazines, radio, TV and film or have been the object for remediation. Because there has been no remediation in traditional theatrical stage design, many problems come along with the design, which makes audiences hard to feel the sense of presence. It's time to have systematic research to find a way out for the solution of traditional theatrical stage design. This study suggests the solutions for remediation of traditional theatrical stage design, so we are going to research with laying emphasis on the cooperative works between the fields of theatrical stage design and the Visual Effects par that forms extensive and diverse portions. The proposal for remediation of traditional theatrical stage design with practical use of Visual Effects will create economical higher value-added through the systematization of close and cooperative work between the fields of Visual Effects and theatrical stage design. In addition, the systematization of the cooperation of these two parts will make another communicative paradigm that audiences have never been able to experience before in traditional theatrical stage design.

  • https://doi.org/10.5392/JKCA.2008.8.12.207 인용 PDF