한국적 디자인을 적용한 감성이미지 연구 -가전제품을 중심으로-

Abstract

This research aims at analyzing the emotional image of home appliances applying Korean image. For this analysis, we figured out the relation between consumers' awareness concerning Korean image and brand attitude and brand identity, and the result of analysis is as follows. First, the image associated with Korea was the strongest in classical image, and regarding home appliances applying Korean image the awareness level to have reliance and gorgeous and gracious image was a little high. Second, as the result of the analysis on Korean image as to LG electronic products, gorgeous image was surveyed the highest. The improvement level of brand awareness owing to Korean image of LG electronic products appeared a normal level, and when the Korean image of LG electronic products coincides with brand name, it was of opinion that the awareness and reliability as to the brand were improved. Third, as the result of analysis on Korean image as to Samsung Electronics, gracious image and gorgeous image were surveyed the highest. The improvement level of brand awareness owing to Korean image of Samsung Electronics appeared normal level, as the brand name coincides owing to Korean image, the awareness and reliability of brand were surveyed high. Fourth, as the result of grasping the difference of Korean image between LG Electronics and Samsung Electronics, in the improvement level of brand reliability owing to Korean image, LG Electronics appeared higher than Samsung Electronics.