| abstract |
| Background The purpose of this study is to examine which influence the negative media evaluation such as internet media reports on the Seoul Metropolis brand symbol and as internet users' comments on this has upon consumers' perception.
Methods For this, the analytical materials in this study were utilized Seoul Metropolis symbolic mark, brand, symbol, character, slogan, brand and negative media Evaluation of Seoul Metropolis Brand Symbol. As for a survey on consumers' perception, there are totally 200 men and women who dwell in Seoul and capital area. The age group ranges from their 10s to their 50s. The questionnaire was conducted by an analytical tool for‘a perceptional survey on the Seoul Metropolis brand symbol' from the 3rd to the 14th of November in 2017. The pre-questionnaire was designed with a method of answering an item after only the city brand image is exposed. The post questionnaire was formed in order to answer an item after being disclosed the city brand image and the negative media evaluation relevant to it together. The questionnaire was composed of 4 open items along with the spheres of 'value, awareness and evaluation(totally 18 questions, Likert 5-point scale) for the Seoul Metropolis brand symbols, which were formed on the basis of the character recognition attitude realm in a previous research.
Result The Seoul Metropolis brand symbol was most greatly influenced by the negative media evaluation in the aspect of value. Especially, this tendency was indicated that teenage consumers respond sensitively compared to other age groups. This implies that the teenage users have big possibility in which the positive value attitude toward the existing city brand image will be changed negatively due to the impact of people's negative media evaluation. Also, the experience of purchasing a product on the city brand symbol played a role of giving a personal meaning and value to city brand, thereby having influenced the formation of positive recognition attitude in all the spheres such as 'value, awareness and evaluation' on city brand.
Conclusion This outcome is in line with previous theories as saying that the elements in emotional aspects like popularity, meaningfulness and internality are functioned more importantly than the visual factors such as form and color in the city brand design. Accordingly, the performance of city brand design will need to be significantly addressed the publicity strategy and the mediation evaluation monitoring concerning city brand products along with the visual aspects on the calculated results. |
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| Key Words |
| 서울특별시 브랜드 상징물, 수용자 인식태도, 부정적 미디어평가, Seoul Metropolis Brand Symbol, Consumers' Perception and Attitude, Negative Media Evaluation |
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