점포내 VMD요소가 SPA 브랜드 정체성에 미치는 영향

• 영문명: Effect of VMD Factors on Brand Identity for the SPA Retailers
• 발행기관: 충북대학교 생활과학연구소
• 저자명: 김소영(So Yeong Kim) 손지훈(Ji Hoon Son) 심효진(Hyo Jin Shim) 신동훈(Dong Hoon Shin) 정일호(Il Ho Jung) 홍동우(Dong Woo Hong) 김은영(Eun Young Kim)
• 간행물 정보: 『생활과학연구논총』생활과학연구논총 제17권 제2호, 105~114쪽, 전체 9쪽
• 주제분류: 자연과학 > 생활/식품과학
• 파일형태: PDF
• 발행일자: 2013.12.31

영문 초록

This study was to examine the effect of VMD factors on brand identity for SPA brands. As brand stimulus, four SPA brands(e.g., Basic House, Codes combine, Uniqlo, Zara) were selected by pretest. For collecting data, a self-administered questionnaire was developed based on the literatures and intercept survey was conducted. A total 508 usable responses were obtained from consumers who shopped at the selected brands' stores. For data analysis, descriptive statistics, factor analysis, and regression analysis were used. As perceived by consumers, VMD consisted of seven factors: lightening, scent, color, layout, music, window display, and item presentation. The VMD factor was significantly related to brand identity for the SPA brands. Specifically, brand awareness was predicted by color, layout and item presentation; brand association strength was predicted by color, layout, and widow display; favorable brand association was predicted by item presentation; salience of brand association was predicted by color and music; and brand image association was predicted by color, layout, music, and item presentation. Thus, this study discussed a managerial implication for SPA retailers to develop a visual merchandising strategy in the competitive marketplace.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 고찰

Ⅲ. 연구방법

Ⅳ. 연구결과 및 고찰

Ⅴ.결론 및 제언

참고문헌

키워드

Brand Identity SPA Retailer Store Environment Visual Merchandising