매장의 옥외 이미지가 브랜드 이미지에 미치는 영향에 관한 연구

초록

The purpose of this study is to find whether color image of store has an impact on the brand image and store attitude. Color stimuli which was used in sore were presented to respondents and respondents' perception and attitude were measured. After that, respondents who saw the image of store's outdoor advertising and interior responded the store attitude and purchase intention. The respondents who preferred specific color are likely to respond positively to store's attitude which included specific color.

키워드