브랜드 애호도 구축에서 제품 디자인의 역할

With the situation in which the competition is so fierce in the market, customer loyalty that companies rely on for their success is a very important factor which will be dealt with the design as well as the marketing of the product. Therefore, this research verifies the relationship among design attributes, design value, design loyalty, and brand loyalty. The results show that features influence consumers' perception of rational value. Visual aesthetics, features, and trade dress have positive effects on consumers' emotional value perception. Visual aesthetics and design principles have positive influences on kinesthetic value perception. In addition, consumers' perception of emotional value and kinesthetic value affect design loyalty positively. Rational value perception has a direct effect on brand loyalty, while emotional value and kinesthetic value perception have indirect influences on brand loyalty via design loyalty. Finally, design loyalty has a positive effect on brand loyalty. Therefore, marketers need to pursue the design value approach that provides consumers with rational, emotional, kinesthetic values in order to build up consumers' brand loyalty. Furthermore, it is necessary for marketing managers to decide the value that is provided to consumers and to use design attributes for providing the value to consumers in the product development process.