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Analysis of the User Attitude toward Brand Personality of Kakaofriends Emoticon Character

  • Journal of Communication Design
  • Abbr : JCD
  • 2018, 62(), pp.19-30
  • DOI : 10.25111/jcd.2018.62.02
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : December 11, 2017
  • Accepted : January 24, 2018

Kim Ji-Ye 1,  KIM JONG MOO I 2

1단국대학교 방송영상미디어학과
2단국대학교

Accredited

ABSTRACT

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.

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