브랜드 샾의 소비자 인지형성에 관한 연구 (3) - 대형커피 브랜드 3사 이미지의 S.D법 분석을 중심으로-

Abstract

The Emotion is about to represent the process by a sense organ, which is something about instinctive part. 'Semantic Differential' is the method that is to check it, which is concern about the emotion of human mind and is checked by adjectival phrase. Today, according to a process of consumer behavior, consumer's act is influenced through an emotional stimulation, that is integrated by an unreasonable and a reasonable feeling. It is associated with using experience and so on. Especially, Coffee brand shop is to the space of entertainment. takeout is changed to get a seat by a 20s' young consumer. Young consumer makes their identity in Coffee Brand Shop. One of them, Starbucks has different something is compared to any other coffee shop, and let it lead a domestic market. it is designed by the emotional color, feels like exotic outlandish. Coffeebean designed by a natural matrial, and Pascucci designed with loud color, which impressed the young consumer's emotion. So, we try to research the emotion is caused by the interior design and how to impress young people. The result of 'Semantic Differential', Coffeebean and Pascucci isn't stand at advantage over. Because, Brand shop requests the complexity program and it must be composed with connectivity factors that comes from relationship which is made between corporation and consumer. Also, it includes a interior design and service marketing.