• 한국실내디자인학회논문집
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• 제24권3호
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• pp.15-29
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• 2015

Social and cultural impact of postmodernism in the seek for diversity and to respect the individual's personality and character was the center of human-centered thinking. This also affects the design area, as well as architecture, interior design. It is because of interactive interior design that reflects the lives and relationships with people. Thus, in modern society, people to meet the diverse needs have created a third space. Today's commercial space in the flow to a variety of users and is trying to provide comfort. To go to stores often offer lifestyle and proceeding to the next stage of life. Space for the creative force is trying to become getting better space. Collaboration is refer to phenomenon that two or more objects meet to collaborate. Collaboration is can be classified of space, art, low/high, high concept and star collaboration. And this study has been studied mainly collaboration. Space collaboration is can be classified of experiential, the third space, brand passes and landmark. Space collaboration elements rearranged to the standards of interior design theory, analysis, and marketing of space, commercial space, with previous studies of the spatial elements were extracted. The purpose of this study in the field of interior design space analysis method for the verification of collaboration theory is that to develop. Thus, the space collaboration has been developed to fit the field of interior design, and commercial interior spaces will be helpful for applying.

• 유통과학연구
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• 제17권2호
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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.

• 디지털융복합연구
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• 제15권9호
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• pp.427-434
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• 2017

본 연구는 국내 4개의 브랜드체험관을 분석하여, 브랜드체험관에서의 BI 표현 요소를 분석하고 브랜드체험관에서의 BI 표현 개선 방향을 제안하는데 목적이 있다. 1차적으로 문헌연구를 통해 현재 브랜드마케팅과 시각적 경험적 BI 요소의 이론적 배경을 고찰하고 이를 분석할 공간 표현 특성에 대해서 조사하였다. 2차로 이를 토대로 추출된 분석 기준을 가지고 국내의 4개 브랜드체험관을 분석하였다. 그 결과, 브랜드체험관은 BI 표현 개선을 위해 자사의 브랜드 이미지를 체험관에 명확하게 표현해야 하고 다양한 콘텐츠와 상황을 통해 이미지를 효과적으로 전달할 체험 전략이 필요하다. 또한, 단기적인 체험이 아닌 지속적인 관계를 이어 갈 장기적인 체험 콘텐츠도 필요하다. 본 연구를 바탕으로 앞으로 브랜드체험관의 BI 표현 연구를 위한 참고자료로 사용될 것을 기대하며, 이후 진행될 다른 분야의 BI 연구에도 도움이 되기를 바란다.

• 한국콘텐츠학회논문지
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• 제16권12호
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• pp.410-421
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• 2016

본 연구는 감성 마케팅의 중요성이 부각되는 오늘날, 호텔브랜드 체험을 기반으로 브랜드에 대한 체험적 요소가 브랜드자산인 브랜드 신뢰, 브랜드 애착 및 브랜드 몰입에 미치는 영향을 살펴보고 그에 따른 실무적 제안을 하고자 하였다. 이에 따라 설문조사를 통해 얻는 자료로 분석한 결과 몇 가지 의미 있는 결과를 확인할 수 있었다. 첫째, 경로분석을 통해 호텔브랜드 체험의 하위구성요소들이 브랜드자산인 브랜드 신뢰와 브랜드 몰입에 미치는 영향을 확인한 결과 감각체험, 감성체험, 행동체험, 지적체험은 모두 긍정적 영향을 미치고 있음을 확인하였다. 둘째, 호텔브랜드 체험에 따른 브랜드자산인 브랜드 신뢰, 브랜드 애착 및 브랜드 몰입간의 영향관계를 검증한 결과 브랜드신뢰와 브랜드 애착이 브랜드 몰입에 긍정적인 영향을 미치고, 브랜드 신뢰가 브랜드 애착에 긍정적인 영향을 미치는 것이다. 이러한 연구를 통해 호텔 경영자에게 전략적인 시사점을 제공하고자 한다.

• 융합정보논문지
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• 제12권4호
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• pp.212-218
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• 2022

본 연구는 의료소비자의 만성질환 유무에 따른 정보탐색행태를 파악하고자 수행되었다. 이를 위해 2016년 2월 9일에서 2월 11일까지 서울 소재 대학병원에 방문한 환자들을 대상으로 설문조사를 실시하였으며, SPSS 26.0 통계 패키지를 활용하여, 총 240명의 자료를 분석하였다. 주요 분석 결과는 다음과 같다. 첫째, 만성질환자들은 만성질환이 없는 사람들보다, 전문가 정보원과 경험적 정보원을 많이 이용한 것으로 나타났다. 둘째, 질환과 관련해서는 영양관리, 운동 관리 및 동일 질환자들의 사례를 많이 탐색하는 것으로 나타났다. 마지막으로 병원과 관련해서 만성질환자들은 대기시간과 진료비를 많이 알아본 것으로 나타났다. 본 연구는 만성질환자들의 수요를 반영한 효율적인 정보제공과 마케팅전략 수립의 기초자료를 제공한 의의가 있다.

• Asia Marketing Journal
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• 제16권4호
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• pp.75-87
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• 2015

As more companies become interested in global markets, it has become crucial for firms to create globalized brands whose positioning, advertising strategy, personality, looks, and feel are consistent across nations. The purpose of this study is to investigate the global branding strategy of the Hyundai Motor Company (hereafter HMC) in order to show how the company processes its branding strategy. HMC, one of the leading global companies in the automobile industry, set up its brand identity as "Modern premium", in alignment with their new slogan "New Thinking New Possibilities", in 2011. The aim of the "Modern premium" concept was to provide consumers with new experiences and values beyond their expectations. HMC wanted their consumers to think of their cars as not only a medium of transportation but as a life space, where they can share experiences alongside HMC. In an effort to conduct consumer research in 5 different nations, HMC selected "brilliant" as a key communication concept. The word "brilliant" expresses the functional, experiential, and emotional dimensions of HMC. HMC furthermore chose "live brilliant" as a key campaign message in order to reinforce their communication concept. After this decision, the "live brilliant" campaign was exhibited through major broadcast channels around the world. The campaign was the company's first worldwide brand campaign, where a single message was applied to all major markets, with the goal of building up a consistent image as a global brand. This global branding strategy is worth examining due to its significant contribution to growth generation in the global market. Overall, the 'live brilliant' global brand campaign not only improved HMC's reputation image-wise, with the 'Modern Premium' conceptualization of the brand as 'simple', 'creative' and 'caring', but also improved the consumer's familiarity, preference and purchase intention of HMC. In fact, the "live brilliant" campaign was a successful campaign which increased HMC's brand value. Notably, HMC's brand value increased continuously and reached 9 billion US dollars in 2013, leading it to reach 43rd place in the Global Brand Rankings according to the brand consulting group Interbrand. Its brand value largely surpassed that of Nissan (65th) and Chevrolet (89th) in 2013. While it is true that the global branding strategy of HMC involved higher risks, it was highly successful according to cross-nation consumer research. Therefore, this paper concludes that the global branding strategy of HMC made a positive impact on its performance. We further suggest HMC to combine its successful marketing with social media such as Facebook, Twitter, and Instagram and embrace digital media by extending its brand communication horizon to the mobile internet

• 한국의류산업학회지
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• 제15권1호
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• pp.95-102
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• 2013

In order to understand meaningful customer experience in social media, this study profiles customer engagement by exposing the essential brand experience rooms in hyper-reality contexts. This study selects Snuggie as a target brand as it uses multiple contact points, including social media, to provide meaningful experience to customers. With their unique marketing strategy, Snuggie became a popular brand among the U. S. customers beyond just a wearable blanket. Upon analyzing a total of 364 customer reviews about Snuggie in Amazon.com, five experience rooms were exposed; "Physical artifacts" and "customer involvement" are influential experience rooms which signify interactions between products and customers, while "intangible artifacts", "technology" and "customer placement" reflect a lower degree of experiential engagement. This approach suggests a theoretical foundation in understanding the customer engagement concepts by the means of brand experience dimensions in social media. The ability to create compelling engagement in social media depends on the successful facilitation of relationships and information, which lead to a creative, communicative and interactive experience.

• 한국실내디자인학회논문집
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• 제20권5호
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• pp.114-124
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• 2011

The development in modern world media made information expansion and conversion much easier. These changes in media environment required a lot of companies to quickly respond to the overall environment and come up with new appropriate marketing strategies. Companies use experiential exhibition halls to enhance their images. The goal of the research is to set the basis for digital signage exhibition production characteristics as a spatial mechanism by presenting the need to use the digital signage as a tool. Digital signage expands senses and connects internal and external space. There are many types of digital signage (display, projection, special media, etc) and they are informative, aesthetic, inductive, and amusing. For research methods, Korean companies' exhibition halls sample analysis and surveys were executed to analyze the awareness, expression characteristics, effects, and usage status of digital signage. In conclusion, corporate exhibition halls should: 1. be an interesting and comfortable space that can be used as a communication tool between the company and consumers 2. increase corporate potentials and faith by expanding human senses and inducing new experiences 3. continue to capture the interest of spectators through diversity.

• 한국의류산업학회지
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• 제19권4호
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• pp.411-420
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• 2017

With the increasing popularization of low-priced luxury markets, maintaining the genuine values of luxury has become crucial for luxury fashion brands to attract customers who want exclusivity and rarity. The world-leading luxury fashion houses have employed a variety of experiential marketing strategies like special order product strategies and mobile SNS promotion strategies, yet little research exists on there the strategies actually positively impact brand luxury images and customer attitudes towards the brand. This study empirically analyzed the effects of customer experience of special order products on perceived brand luxury and brand relationship. Furthermore, the study also tested relationships among perceived brand luxury, brand relationship, and brand loyalty. A survey was conducted with Korean female consumers who had purchase experiences of special order products from the brands. We analyzed the data of MTO-experienced respondents due to the lack of respondents who had experienced custom-made product services. The result indicates the significant effect of experience of MTO on brand relationship; however, we found only a partial support for the effect of MTO on brand luxury. Likewise, we found a partial support for the effect of mobile SNS promotion strategies on perceived brand luxury versus full support for the effect on brand relationship.

• Fashion, Industry and Education
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• 제15권1호
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• pp.1-11
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• 2017

The proliferation of social media has given rise to the new consumer group, namely, social consumers. This study identified the distinct characteristics of social consumers (i.e., online social search, online social navigation, online social connection) and examined the impacts of social consumer attributes on the engagement with fashion brands via brands' SNSs (BSNSs). A sample of 141 U.S. consumers who had browsed and/or participated in a fashion brand's BSNS (i.e., the Facebook page for fashion brands) was used to examine hypothesized relationships. The analyses involved running a confirmatory factor analysis and a structural equation modeling. The result indicates that the impacts of the social consumer attributes on the benefits of BSNSs (i.e., experiential and functional benefits) as perceived by consumers were significant, except the link between online social connection and functional benefits. In addition, consumers' existing relationship with a brand served as a moderating variable, strengthening the impacts of social consumer attributes on BSNS benefits. The perceived benefits of BSNSs positively affected perceived relationship investment which in turn influenced brand loyalty. Practical marketing suggestions are provided for fashion brands.