자동차 산업에서 패밀리 룩 전략이 브랜드 재인에 미치는 효과에 관한 연구 : 혼잡도의 조절효과

Many automobile manufacturers are trying to differentiate themselves in a non-technological part, such as brand or design. As part of this differentiation strategy, automobile manufacturers are adopting a family look design using common design elements on a particular brand or product line. Repeated use of similar design elements makes it possible to increase the frequency of exposure to a specific brand. This repeated exposure may increase the persuasiveness of information and brand recall. This study examines the impact of family look design strategy on the brand recognition depending on the competitive market condition. The results showed that the design family look design strategy can help to improve brand recognition in all conditions. And it was shown to partially reduce the negative impact of increasing the level of crowdedness. This suggests that design family look design strategy designed to maintain consistent brand identity has a positive effect on brand recognition. However, the impact of the design strategy on the brand recognition based on the level of consumer involvement was not significant. These results suggest that the design itself influence brand recognition regardless of the level of consumer involvement. This study empirically verified the impact of the design family look design strategy on brand recognition according to the competitive market conditions. The results of this study suggest several practical implications for the automobile manufacturing industry in pursuing differentiated strategy.