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A Study on the Space of Sports Center Using Brand Experience

  • Journal of Communication Design
  • Abbr : JCD
  • 2018, 62(), pp.119-136
  • DOI : 10.25111/jcd.2018.62.10
  • 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

Choi, Seo-won 1 LEE YUNJUNG 2 Su-Jeung Kim 2

1이화여자대학교 조형예술대학 시각디자인과 대학원
2이화여자대학교 조형예술대학 시각디자인과

Accredited

ABSTRACT

According to recent economic growth and growing purchasing power of customers, customer’s need for wellness and healthy life is increasing nowadays. This trends cause demands for huge amount of sports centers in metropolitan life style. Based on such gradually rising demands for physical and psychological health, sports centers also require the importance of branding to communicate with customers effectively by using Brand Experience as a main marketing strategy in such a experiential and emotional society. The purpose of this study is to prove the relationship between 4 factors of brand experience(sensory, affective, behavioral, intellectual) and 2 Brand-related stimuli(brand identity stimulus, brand communication stimulus) by analysing 9 sports centers to enhance the brand experience of customers. The results of this study showed that from the analysis of overseas sports centers, <brand logo>, <color>, <shape> were utilized actively in brand identity stimulus can extend Brand-related stimuli, in the end brand experience(sensory) can be maximized. Second, applying actively atmosphere of shop for sports center can provide strong brand experience for customers. Lastly high scale of brand experience from overseas sports centers examples, sensory experience –visual stimulus attracts customers to interact brand experience and consequently communicate effectively and appropriately. By applying 2 Brand-related stimuli(brand identity stimulus, brand communication stimulus) and 4 factors of brand experience(sensory, affective, behavioral, intellectual) can expect positive and potential influence for sport center industry in the near future.

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