패션 플래그쉽 스토어 인테리어디자인의 브랜드 개성과 브랜드 충성도의 영향관계에 관한 연구 = A Study on the Efect of Brand Personality of Fashion Flagship Store on Brand Loyalty in Interior Design - Focus on the Fashion Flagship Store of Louis Vuitton

다국어 초록 (Multilingual Abstract)

Fashion flagship store is to maximize brand"s image, not for sales. As a value for consumption is changing into expression of individual styles and egos through brands" images based on their personalities rather than products, today, people are laying stress on expression of brands" personalities with spatial design of fashion flagship store to create differentiated brand images. This study was designed to examine brand personalities expressed in fashion flagship store"s spatial design, and spatial components and ways of expression to influence them, and analyze how brand personality has an impact on brand loyalty. According to the results of this study, brand personality in fashion flagship store"s space design of Louis Vuitton has three characteristics such as sincerity, vitality and tenacity, and display, pattern, furniture, color and wall have high influences on expression of its brand personality. Also, the higher brand personality got, the higher brand loyalty went up. These results imply that fashion flagship store"s space design expressing differentiated brand personalities influences customers" brand loyalty to constantly use the brands, and thus is highly important for brand marketing of this day.

목차 (Table of Contents)

• Abstract
• 1. 서론
• 2. 이론적 고찰
• 3. 패션 플래그쉽 스토어의 공간디자인 분석에 의한 연구모형의 구축
• 4. 실증분석
• 5. 결론
• 참고문헌