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브랜드 아이덴티티와 플래그쉽 스토어 공간디자인 아이덴티티 인지성향에 관한 비교연구

Title
브랜드 아이덴티티와 플래그쉽 스토어 공간디자인 아이덴티티 인지성향에 관한 비교연구
Other Titles
A Comparative Study on the Cognitive Tendency of Brand Identity and Flagship Store Spatial Design Identity - Focus on Electronic product Flagship stores -
Author
김경숙
Keywords
브랜드; 공간아이덴티티; 인지성향; 비교연구; Brand; Space Identity; Cognitive propensity; a comparative study
Issue Date
2021-02
Publisher
한국실내디자인학회
Citation
한국실내디자인학회 논문집, v. 30, No. 1, Page. 149-156
Abstract
With the development of science and technology, the types and quantities of electronic products continue increasing, and the competition between brands is becoming increasingly fierce.In order to enhance the competitiveness of the brand, it is necessary to establish a better brand identity.Flagship stores are the most important offline marketing strategy for brands.It is a question worthy of in-depth study on whether the spatial design of the flagship store can enhance the overall brand awareness. The purpose of this research is to clarify the correlation between brand identity and space design by comparing the cognition of Chinese consumers on the identity and spatial identity of internationally representative electronic product brands. So as to clarify the relationship between the brand identity and space design, and find the identity field and space design factors that can enhance the brand image. For this purpose, through the research method of questionnaire survey, first of all, this study investigated the inherent cognitive evaluation and spatial image cognitive evaluation of related brands. After that, a comprehensive cognitive evaluation survey was conducted by contacting the brand and the spatial image. Through the difference between the comprehensive evaluation and the inherent evaluation, it is clarified that the spatial design of the flagship stores of Huawei and Oppo among related brands has effectively improved the perception of the brand’s overall image. And through frequency analysis and regression analysis, it is found that the spatial design of OPPO flagship store has improved the overall brand recognition through various areas of the brand identity.
URI
https://www.dbpia.co.kr/journal/articleDetail?nodeId=NODE10536108https://repository.hanyang.ac.kr/handle/20.500.11754/166939
ISSN
1229-7992
DOI
10.14774/JKIID.2021.30.1.149
Appears in Collections:
COLLEGE OF DESIGN[E](디자인대학) > COMMUNICATION DESIGN(커뮤니케이션디자인학과) > Articles
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