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자기 이미지와 브랜드 이미지 일치가 청바지 브랜드 태도에 미치는 영향
신정란 ( Shin Jung Ran ),황진숙 ( Hwang Jin-sook ) 한국디자인트렌드학회 2013 한국디자인포럼 Vol.38 No.-
본 연구는 고가와 저가의 청바지를 대상으로 자기 이미지와 브랜드 이미지의 일치가 브랜드 태도에 미치는 영향을 알아보았다. 본 연구는 20대에서 30대 초반의 여성을 대상으로 320부의 설문지를 돌려 297부를 최종 자료분석에 사용하였다. 자료의 분석은 신뢰도 검정, 빈도분석, 요인분석, T-검정, 회귀분석을 실시하였다. 연구 결과를 보면 첫째, 고가 브랜드에서는 이상적 자기 이미지와 브랜드 이미지의 일치성이 높을수록 브랜드 태도에 미치는 영향력이 높은 것으로 나타났고 실제적 자기 이미지와 브랜드 이미지의 일치성은 브랜드 태도에 유의한 영향력을 미치지 못하는 것으로 나타났다. 저가 브랜드에서는 실제적 자기 이미지와 브랜드 이미지의 일치성과 이상적 자기 이미지와 브랜드 이미지 일치성이 모두 브랜드 태도에 유의한 영향력을 미치는 것으로 나타나서 실제적/이상적 자기 이미지와 브랜드 이미지의 일치가 높을수록 브랜드 태도가 긍정적인 것으로 나타났다. 둘째, 자기 이미지와 브랜드 이미지의 일치 요인이 브랜드 태도에 미치는 영향을 본 결과, 고가 브랜드에서는 실제적 자기 이미지와 브랜드 이미지 일치 요인이 브랜드 태도에 영향을 주지 못했으나 이상적 자기 이미지와 브랜드 이미지 일치 요인 중 `고급스럽고 세련된`과 `개성 있고 매력적인`의 두 요인이 브랜드 태도에 영향을 미치는 것으로 나타났다. 반면 저가 브랜드에서는 실제적 자기 이미지와 브랜드 이미지 일치 요인인 `고급스럽고 세련된`, `친근하고 믿을만한` 두 요인 모두 브랜드 태도에 유의한 영향력을 미치는 것으로 나타났다. 이상적 자기 이미지와 브랜드 이미지 일치 요인인 `고급스럽고 세련된`, `친근하고 믿을만한`, `개성 있고 활기찬`의 3 요인이 모두 브랜드 태도에 유의한 영향을 미치는 것으로 나타났다. 셋째, 브랜드 태도와 구매의도의 관계는 브랜드 태도가 구매의도에 유의한 영향을 미치는 것으로 나타났다. The purposes of this study were to investigate the effects of the congruence between self image and brand image on brand attitudes for high and low priced jean brands. The final subjects of the study were 297 female consumers in early 20s to early 30s. Statistical analysis used for the study were reliability analysis, frequency analysis, factor analysis, t-test, and regression analysis. The research findings of this study can be summarized as follows. In case of the high priced brand, the congruence between actual self image and brand image had no meaningful impact on brand attitude while the congruence between ideal self image and brand image had a positive impact on brand attitude. `Luxurious & sophisticated` and `characterful & attractive` images had significant effects on brand attitude. On the other hand, in case of the low priced brand, the congruence between actual self image and brand image had a positive effect on brand attitude as well as did the congruence between ideal self-image and brand image. `Luxurious & sophisticated` and `friendly & reliable` image congruences positively influenced brand attitude. There was also the significant effect of brand attitude on purchase intention of both high priced and low-priced jeans. Based on the results of this study, companies are able to establish marketing strategies regarding consumer`s actual/ideal self image congruence depending on the brand`s price level.
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홍대지역의 장소성 형성에 있어서 인적요인의 영향에 관한 연구
신정란(Shin Jung-Ran),최창규(Choi Chang-Gyu) 대한국토·도시계획학회 2010 國土計劃 Vol.45 No.7
Placeness has been considered one of the major research themes in urban design as well as real estate development and geography. For the making of places, it is important to understand the factors which affect the formation of placeness. Previous studies on the perception have mostly focused on the physical aspects only. This study extend the interests to the human factor on the placeness in depth. For analysing the factor for placeness, it includes not only physical factors and active element from previous studies but also human factors. With the survey on the Hongik University are in Seoul which is considered the young cultural center of the city, this study find the human role in the formation of placeness. First, facilities and people who mainly use them exercise their influence over placeness in the same time. Second, placeness on the certain place are strongly related with the characteristics of people in the area. Third, one group contribute placeness in some extent and enjoy the feeling, another mostly feels the conception, and the other may not care of the perception, although the cluber strongly affects the placeness in the study area but not feels it in intense.
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새로운 도시계획 수립기법 개발 및 서울시 적용반당 연구 시나리오형 계획기법 중심으로-
정희윤 ( Hee Yun Jung ),김선웅 ( Sun Wung Kim ),신정란 ( Jeong Ran Shin ) 서울시정개발연구원 2011 연구보고서 Vol.2011 No.4
In spite of its necessities, most citizens of Seoul does not seem to pay many attentions to long-term, comprehensive planning works while the usage of project level-business plans are actively increasing in the built-up areas of Seoul, Major purpose of this research is to find a new way of urban planning approaches as a better method of existing urban planning practices in the context that current methods of urban planning seem to reveal many limitations in practices. As a new way of urban planning approaches, scenario type of planning methods and learning processes are introduced and developed for the applications to the urban planning practices in Seoul. Major contents of this research are composed of five parts. First, this study describes the limitations of current urban planning practices in Seoul in terms of planning methodology and planning processes. The strengths and limitations of some new perspectives of urban planning currently implemented in Seoul such as village-level participatory planning and negotiation in advance based-planning methods are also mentioned. Second, the meanings and significances of Scenario learning and planning process in the modern urban planning context are introduced and suggested as a new way of urban planning method to overcome some limitations of comprehensive urban planning practices. Third, scenario development techniques, planning processes and methods in the urban planning context are described in detail through the reviews of various studies and relevant literature. Some considerations as pre-conditions of urban planning applications are also suggested. Fourth, five oversea cases of scenario urban planning works and processes are introduced and explained in detail in the different planning fields: The Brentswood rezoning case in Virginia. Gateway Blueprint (land use) planning in St. Louis, ``Go To 2040`` plan of Chicago Metropolitan Planning Agency, ``Vision 2040`` growth management plan of the Puget Sound Regional Council in Washington, and SCAG Growth Vision of Southern California Association of Governments. Finally, this study seeks to find a possibility of applications of scenario planning in the context of two cases of urban planning practices in Seoul. Applicabilities to the spatial structure plan in 2030 Seoul Master Plan and downtown development plan of Seoul are described and evaluated through scenario planning methods. Also, major considerations for the application of scenario planning methods in the context of urban planning practices in Seoul are suggested as concluding notes for the planning profession.
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