| 논문명 |
화장품 플래그십 스토어의 브랜드 아이덴티티와 브랜드 인지도의 영향관계에 관한 연구 / A Study on the Effect of Brand Identity of Cosmetic Flagship Stores on Brand Awareness |
| 수록사항 |
한국실내디자인학회 논문집, Vol.26 No.2(통권 121호) (2017-04) |
| 주제어 |
브랜드 아이덴티티 ; 브랜드 인지도 ; 플래그십 스토어 ; Brand Identity ; Brand Awareness ; Flagship Store |
| 요약2 |
Recently, cosmetic shops play important roles in effectively delivering brand identity to customers. As a most effective mean to deliver brand identity to customers, a shop becomes the space to sell and buy brand image. This study divides brand identity into external identity as a space and internal identity as a brand philosophy with analysis of brand identity structure. To do this, the study proposition that brand awareness is high when there is high conformity between brand identities and survey to five Korean domestic cosmetic manufacturers that have a flagship store has been conducted to prove the proposition. With oneway Analysis of Variance on the survey, the result that the conformity between group's brand identities has significant relationship with brand awareness has been drawn. The findings are as followings; The spatial expression elements that have the strongest effects on the conformity between brand identities are facade, logo and sign, spatial image, fixtures image, symbolic sculpture and programs in order. For spatial elements, colors, shapes and materials have effects on conformity between brand identities in order. With analysis of spatial elements and their colors, shapes and materials, it is shown that all brand colors are used. In addition, brand conformity is emphasized with shapes and materials as well as colors. Futhermore, the brand awareness is improved when emphasis with such spatial elements is repeated in continuous manner. Also, the higher brand identity got, the higher brand awareness went up. |
