@article{ART002312256},
author={Kim Ji-Ye and KIM JONG MOO I},
title={Analysis of the User Attitude toward Brand Personality of Kakaofriends Emoticon Character},
journal={Journal of Communication Design},
issn={1976-1562},
year={2018},
volume={62},
pages={19-30},
doi={10.25111/jcd.2018.62.02}
TY - JOUR
AU - Kim Ji-Ye
AU - KIM JONG MOO I
TI - Analysis of the User Attitude toward Brand Personality of Kakaofriends Emoticon Character
JO - Journal of Communication Design
PY - 2018
VL - 62
IS - null
PB - CDAK Society of Communication Design
SP - 19
EP - 30
SN - 1976-1562
AB - The purpose of this study was analyze what the customer’s attitude toward brand personalty of ‘Kakaofriends,’ which is representative character of Kakaotalk focused on brand preference, brand loyalty, and purchase intension. For analysis, the question paper used in preceding study was revised & supplemented to be proper to this study. On-line experiment was carried on for 110 people from October 20 to 30, 2017 and 107 error-free papers were used for final analysis.
As a result, first, brand personality of Kakaofriends emoticon character showed activity, initiative and sophistication. Second, sub factors of brand personality of Kakaofriends emoticon character; activity and initiative had a positive effect on brand preference but it had no effect on sophistication. Third, all three factors of brand personality of Kakaofriends emoticon character had no effect on brand loyalty. Forth, brand preference of Kakaofriends emoticon character had a positive effect on purchase intension. but it had no effect on brand loyalty. The result have shown that the factors of Kakaofriends emoticon character’s brand personality and correlation between brand preference, brand loyalty, and purchase intension. It is expected that this study be basic materials for designers to create a new emoticon to understand user attitude later.
KW - Emoticon Chracter;Brand Personality;Brand Preference;Brand Loyalty;Purchase Intension
DO - 10.25111/jcd.2018.62.02
ER -
Kim Ji-Ye and KIM JONG MOO I. (2018). Analysis of the User Attitude toward Brand Personality of Kakaofriends Emoticon Character. Journal of Communication Design, 62, 19-30.
Kim Ji-Ye and KIM JONG MOO I. 2018, "Analysis of the User Attitude toward Brand Personality of Kakaofriends Emoticon Character", Journal of Communication Design, vol.62, pp.19-30. Available from: doi:10.25111/jcd.2018.62.02
Kim Ji-Ye, KIM JONG MOO I "Analysis of the User Attitude toward Brand Personality of Kakaofriends Emoticon Character" Journal of Communication Design 62 pp.19-30 (2018) : 19.
Kim Ji-Ye, KIM JONG MOO I. Analysis of the User Attitude toward Brand Personality of Kakaofriends Emoticon Character. 2018; 62 19-30. Available from: doi:10.25111/jcd.2018.62.02
Kim Ji-Ye and KIM JONG MOO I. "Analysis of the User Attitude toward Brand Personality of Kakaofriends Emoticon Character" Journal of Communication Design 62(2018) : 19-30.doi: 10.25111/jcd.2018.62.02
Kim Ji-Ye; KIM JONG MOO I. Analysis of the User Attitude toward Brand Personality of Kakaofriends Emoticon Character. Journal of Communication Design, 62, 19-30. doi: 10.25111/jcd.2018.62.02
Kim Ji-Ye; KIM JONG MOO I. Analysis of the User Attitude toward Brand Personality of Kakaofriends Emoticon Character. Journal of Communication Design. 2018; 62 19-30. doi: 10.25111/jcd.2018.62.02
Kim Ji-Ye, KIM JONG MOO I. Analysis of the User Attitude toward Brand Personality of Kakaofriends Emoticon Character. 2018; 62 19-30. Available from: doi:10.25111/jcd.2018.62.02
Kim Ji-Ye and KIM JONG MOO I. "Analysis of the User Attitude toward Brand Personality of Kakaofriends Emoticon Character" Journal of Communication Design 62(2018) : 19-30.doi: 10.25111/jcd.2018.62.02