브랜드 아이덴티티와 플래그쉽 스토어 공간디자인 아이덴티티 인지성향에 관한 비교연구 (A Comparative Study on the Cognitive Tendency of Brand Identity and Flagship Store Spatial Design Identity)

서지정보

· 발행기관 : 한국실내디자인학회
· 수록지 정보 : 한국실내디자인학회 논문집 / 30권 / 1호 / 149 ~ 156페이지
· 저자명 : 왕소침, 김경숙

초록

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.

영어초록

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.

참고자료

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