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The influence of brand symbol and brand name matching on brand preference - Focusing on the differences between product types and symbolic expressions -

  • Journal of Communication Design
  • Abbr : JCD
  • 2020, 73(), pp.113-122
  • DOI : 10.25111/jcd.2020.73.08
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : August 31, 2020
  • Accepted : October 26, 2020
  • Published : October 31, 2020

Kim Sung Jae 1

1신라대학교

Accredited

ABSTRACT

It is no exaggeration to say that consumers of today live in the age of brand saturation. In order to purchase one single product, you should choose one single brand from a number of brands. No matter how good the nature and characteristics of a product or service are, it is very difficult to be chosen by consumers amid many competitive brands. Therefore, this study conducted an experimental study on 173 college students to verify the effect of the most important brand name and brand symbol on brand preference (consistency / mismatch) among the various components of the brand on product type of product (product / service). The results said that the main effect of brand name and brand symbol matching was statistically significant on brand design favorability and attention, but brand design recognition was found to have no differences. All brand design preferences by product type were found to be statistically insignificant. The interaction effect of brand name and brand symbol's concordance with brand design preference showed that brand design favorability and recognition differed statistically, but brand design attention was not significantly different. Based on these research results, we hope that it will help the development direction of brand design and various ways to utilize brand names and brand symbols, which are key components of brand design.

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