럭셔리 브랜드의 캐릭터 컬래버레이션 디자인 표현 방법에 따른 브랜드 가치 인식

Abstract

Luxury brands are increasingly attempting character collaborations to attract the rapidly growing demographic of consumers in their 20s and 30s. However, such attempts raise concerns about the potential degradation of the brand's perceived value due to the use of characters. This study, therefore, focuses on the design expression methods of luxury brand-character collaboration to examine how they affect the perceived value of brand. The research method involved three steps. First, a review of prior studies to explore the luxury brand value perception factors. Second, a case analysis was used to categorize the design expression methods of luxury brand-character collaboration. Finally, an online survey was conducted to assess differences in brand value perception by presenting fictional collaboration stimuli based on 3 different design expression methods— brand-centric, juxtaposition, and character-centric. The results indicate that 4 out of the 5 brand value perception factors— conspicuousness, uniqueness, high quality, hedonic value, and extended-self, except for uniqueness— differed across 3 design expression methods. Among these design expression methods, the brand-centric had the most positive influence, followed by juxtaposition, the character-centric had the least influence. This study is significant in that it empirically verifies the effectiveness of various design expression methods of luxury brand-character collaboration on brand value perception.