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A study on brand experience of cafe about factors affecting in local place as alley -Focusing on cases of small business and franchisees-

  • Journal of Communication Design
  • Abbr : JCD
  • 2019, 66(), pp.345-356
  • DOI : 10.25111/jcd.2019.66.26
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : November 29, 2018
  • Accepted : January 27, 2019

Jang, Soonkyu 1 이재한 2

1홍익대학교
2홍익대학교 영상대학원 인터렉션디자인 전공

Accredited

ABSTRACT

Recently, cities have been expanding their local commercial areas through the alley that is formed by the flow of old time. Because consumer can experience what consumer can not experience in the development commercial in alley commercial area. Accordingly, this study focuses on a cafe that serves as a space that consumes various experience besides food and beverage. For this purpose, the cases are classified and compared for alley cafes that is maintaining and improving about inside and outside of old building. Also comparing what is categorized as personal brand such as a small business owner or famous brand such as a franchise. As a result, cafe located alley area as local commercial has confirmed strategic direction to present unique brand experiences that it can lead to a positive response to consumers through proposing differentiated brand experiences by utilizing old things to inside and outside in old building. Also franchisees located alley in local commercial leads consumers to provide a culture that has been formed over a long time with the alley rather than providing originality brand experience.

Citation status

* References for papers published after 2022 are currently being built.