브랜드디자인에 있어서 종주국이미지의 후광효과에 대한 연구

Nowadays products move around the world more frequently than ever and the society has been internationalized. Consumers can easily contact with goods from all over the world through domestic consumption and other media. Consumers' attitude toward the image and value of foreign products is important information in establishing marketing strategies. Contemporary consumers, who lack objective information on products and services, try to minimize cognitive efforts in selecting brands by relying on experiences and intuition rather than rational judgments, so they tend to be affected by favorable/unfavorable sensitive judgments. This study was conducted on the assumption that the halo effect of the image of suzerain states influences consumers' brand selection and brand design. Chapter II examined the conceptual definitions of terms related to the research subject and reviewed literature for theoretical background. Chapter III described the correlation between brand design and the image of suzerain states in relation to the visualization of brand names and brand symbols. Chapter IV measured the influence of the image of suzerain states upon consumers' selection and preference of products through a questionnaire survey and analysis of consumers' perception on suzerain states. Through the research, the author proved that the halo effect of the image of suzerain states has a significant influence on consumers' brand selection and brand design. Thus, it is considered necessary to continue research on the image of suzerain states as an important lead to brand design.