브랜드 공간의 공간마케팅에 관한 국내 선행 연구 동향 분석 - 국내 등재지 논문을 중심으로 -

Abstract

The concept of space marketing in brand space is directly related to the consumption and is the inevitable strategy not only to activate space but to create economic effect. The purpose of this study is to analyze previous research trends about space marketing in brand space and to provide preliminary data for following researches on the improvement of space marketing research field. The methodology of research used in this study basically includes literature survey. The subjects of the study are focused on 107 accredited or candidate journals for accredited by National Research Foundation of Korea. The scope of this study is the brand space, in which economic activity held, not only to present their space through own brand but to promote user’s consumption. Researches on space design in brand have increased rapidly since 2007, specially in the field of art or athletic and design, and generally used the positive method. As the results, most researches have focused on selling space or eating and drinking space supporting user’s consumption by analyzing cases, it is necessary to setup diverse theme through quantitative analysis. The results will serve as a guide to the build the proper foundations or various studies.