| Title |
A Comparative Study on the Cognitive Tendency of Brand Identity and Flagship Store Spatial Design Identity |
| Authors |
왕소침(Wang, Shao-Chen) ; 김경숙(Kim, Kyung-Sook) |
| DOI |
http://doi.org/10.14774/JKIID.2021.30.1.149 |
| Keywords |
Brand; Space Identity; Cognitive propensity; a comparative study |
| 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. |