소비자 감성을 반영한 가구브랜드 마케팅 연구 - 2010년 이후 국내외 사례를 중심으로 -
A Study on the Marketing of Furniture Brand Reflecting Consumer Sensitivity - Focusing on Domestic and International Cases since 2010 -
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The purpose of this study was to investigate the positive impacts of the emotional marketing of domestic and foreign furniture brands on consumers and the construction of brand images. As research methods for this purpose, this study reviewed references, analyzed the actual cases of emotional marketing of domestic and foreign furniture brands since 2010 and then, conducted interviews, collected data and conducted an analysis, focusing on the emotional marketing actually conducted in five domestic furniture brands. As a result of the study, emotional marketing allowed active communications between consumers and brands and increased their desires for purchases. In addition, it planted expectations for the brand in consumers and played a role in positively building up the brand image. It turned out that the brand reputation index and the press socially as well as consumers simply enhance the brand’s image positively. Thus, it is necessary to continuously research emotional marketing, which can satisfy consumers in their rapidly changing psychology and utilize it positively
Abstract
The purpose of this study was to investigate the positive impacts of the emotional marketing of domestic and foreign furniture brands on consumers and the construction of brand images. As research methods for this purpose, this study reviewed references, analyzed the actual cases of emotional marketing of domestic and foreign furniture brands since 2010 and then, conducted interviews, collected data and conducted an analysis, focusing on the emotional marketing actually conducted in five domestic furniture brands. As a result of the study, emotional marketing allowed active communications between consumers and brands and increased their desires for purchases. In addition, it planted expectations for the brand in consumers and played a role in positively building up the brand image. It turned out that the brand reputation index and the press socially as well as consumers simply enhance the brand’s image positively. Thus, it is necessary to continuously research emotional marketing, which can satisfy consumers in their rapidly changing psychology and utilize it positively
참고문헌 (11)
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