체험이 브랜드 개성 지각에 미치는 영향 연구

With the spread of new technology-armed products, the intensity of competition in the market has become stronger. As a result, consumers' options are becoming wider. In the need to preoccupy consumers, companies are actively using experiential marketing as an effective way to preoccupy consumers. However, in some cases, the experience rather hinders consumers' choices. Nevertheless, when not selected, companies have an opportunity to more accurately grasp the structure of consumer choice. This is the effectiveness of the experience. In this study, the types of experience were classified into three types (emotional experience, cognitive experience, and relational experience) based on previous studies. The brand personality study was started in earnest by Aaker (1997). Brand personality research has become a very important research area in the field of marketing. This study examined the relationship between brand personality and experience. In the formation of brand attitudes, emotional experiences were more effective than relational experiences. There was no difference in emotional experiences-cognitive experiences, cognitive experiences-relational experiences. In terms of the ruggedness of brand personality, cognitive experiences were found to be more effective than emotional experiences or relational experiences. Although the results did not show statistical significance, based on the trend of the response results, the approach using emotional experience was most effective in the sincerity, excitement, competence, and sophistication of the brand's personality.