브랜드 애호도에 대한 디자인 동일시의 효과

Recently, most companies recognize that both brand loyalty could be a source of sustainable competitive edge and brand commitment could play an important role on preventing brand switching. Thus, they make huge efforts on developing the methods which can build up brand loyalty. According to the concept of companies’ competitive assets are extending boundaries from tangible to intangible assets, the importance of consumers’ perceptions toward design attributes are increasing. The purposes of this study are explaining the psychological mechanism of relationship between design attributes and brand loyalty through consumers’ perceptions. Especially, the main purpose of this study is exploring that design identification could be a main source of brand loyalty and design identification could have mediating effects on the relationship between design self-expression, design we-ness and design attributes. In order to test the research model, the data was collected by questionnaire from undergraduate students using a mobile phone design and analysed with covariance structure analysis using Lisrel program. Results of this research show that design self-expression and design we-ness have direct effects on design identification. Visual aesthetics and trade dress have influences on design self-expression and functional features, design principles, and trade dress have direct effects on design we-ness. In addition, design identification has a strong effect on brand loyalty.