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@article{ART002435174},
author={Jang， Soonkyu and 이재한},
title={A study on brand experience of cafe about factors affecting in local place as alley -Focusing on cases of small business and franchisees-},
journal={Journal of Communication Design},
issn={1976-1562},
year={2019},
volume={66},
pages={345-356},
doi={10.25111/jcd.2019.66.26}

TY - JOUR
AU - Jang， Soonkyu
AU - 이재한
TI - A study on brand experience of cafe about factors affecting in local place as alley -Focusing on cases of small business and franchisees-
JO - Journal of Communication Design
PY - 2019
VL - 66
IS - null
PB - CDAK Society of Communication Design
SP - 345
EP - 356
SN - 1976-1562
AB - 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.
KW - Local commercial;Urban regeneration;Brnad strategy;BX design;Experience design
DO - 10.25111/jcd.2019.66.26
ER -

Jang， Soonkyu and 이재한. (2019). 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, 66, 345-356.

Jang， Soonkyu and 이재한. 2019, "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, vol.66, pp.345-356. Available from: doi:10.25111/jcd.2019.66.26

Jang， Soonkyu, 이재한 "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 66 pp.345-356 (2019) : 345.

Jang， Soonkyu, 이재한. A study on brand experience of cafe about factors affecting in local place as alley -Focusing on cases of small business and franchisees-. 2019; 66 345-356. Available from: doi:10.25111/jcd.2019.66.26

Jang， Soonkyu and 이재한. "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 66(2019) : 345-356.doi: 10.25111/jcd.2019.66.26

Jang， Soonkyu; 이재한. 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, 66, 345-356. doi: 10.25111/jcd.2019.66.26

Jang， Soonkyu; 이재한. 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. 2019; 66 345-356. doi: 10.25111/jcd.2019.66.26

Jang， Soonkyu, 이재한. A study on brand experience of cafe about factors affecting in local place as alley -Focusing on cases of small business and franchisees-. 2019; 66 345-356. Available from: doi:10.25111/jcd.2019.66.26

Jang， Soonkyu and 이재한. "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 66(2019) : 345-356.doi: 10.25111/jcd.2019.66.26