브랜드 스타일과 모티프가 브랜드의 총체적인 경험에 미치는 영향

초록

An aesthetic brand has gained increasing interests among brand managers in the creative economy. Aesthetic brands are defined as consumers’ aesthetic responses evoked by brand’s design and identity. Prior researches suggested that aesthetic brands can affect sensory pleasure and lead to positive brand attitude. This study aims to distinguish aesthetic brand dimensions and investigate the effects of aesthetic brands. The purpose of this research is to examine the effects of aesthetic brands on brand experience, sensory pleasure, and brand attitude. The empirical results revealed that an aesthetic brand has a significant positive effect on brand experience. Specifically, the paths from brand style and motif to brand experience (sensory, affective, behavioral, and intellectual experience) are found to be positively significant. In addition, it was found that the paths from brand experience to sensory pleasure and brand attitude are positively significant. These findings showed that brand experience is characterized by a rich set of aesthetic-related stimuli. The findings o f this study contribute to provide practical implications on brand management. The results of this study provide brand managers with the importance of mediating role of holistic brand experiences in generating positive brand response from aesthetic brand–related stimuli.

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