| abstract |
| Background Amid a flood of products, companies try to imprint the brand on consumers and induce positive attitudes of consumers by emphasizing the characteristics of their products. Nevertheless, research at the theoretical and practical level related to this is insufficient. Therefore, this study examined the structural relationship between the elements necessary for evaluating product design from the perspective of companies and brand salience and attitude.
Methods Through case studies, the morphological factors of smartphones, a electronics, were analyzed, and in the empirical study, statistical analysis was conducted after the survey to reveal the correlation between product design evaluation factors, brand salience, and brand attitude. The hypothesis of the study was verified by analyzing the structural equation model.
Result As a result of the empirical study, it was found that the form and color corresponding to the morphological factors among the product design evaluation elements had a significant effect on brand salience. In addition, aesthetics and symbolism corresponding to semantic elements were found to have an effect on brand salience, but functionality was not found to have an effect. Finally, a significant influence relationship between brand salience and brand attitude was confirmed.
Conclusion This study verified that companies need to focus on product design evaluation factors in order to develop products and positively derive brand salience and brand attitude. In doing so, it is meaningful that it provided practical and academic implications to companies and related fields. It is expected that this study will serve as a stepping stone for further developed research in the future. |
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| Key Words |
| 디자인 평가, 브랜드 현저성, 브랜드 태도, Design Evaluation, Brand Salience, Brand Attitude |
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