| 요약2 |
Because of a new life style, the transition of purchase pattern and the generalization of luxury brands, which dilute personalities among fashion brands, it has been obvious that the modern consumers tend to look for individualized brands suitable for their own styles. Therefore, the brand choice shop, in which various kinds of different brands or products of different designers are sold in one place, is in the limelight of consumers. However, the shop needs to elevate the brand image as fusion shop in which each of brand images is integrated to one because it has diverse brands to sell. Also, it should differentiate itself as a distinctive off-line store from online shops because products are sold very rapidly through online trade due to the development of mass media and Internet. Therefore, the experiential factors are needed to bring a new value in the brand choice shop to strengthen its brand image. This study analyzes differential space marketing factors to solidify the brand image of the shop. And on the basis of the analysis, it aims to suggest the direction to the space marketing of the brand choice shop. This research limits its investigation only to brand shops that sell various kinds of different brands, which result from the changes in the purchase pattern of consumers and their life styles. It employs the following research methodology. To know the theoretical backgrounds about brand image and space marketing, it conducts literature review with thesis and related books and articles. The experiential factors are examined through the cases studies of space marketing in order to reinforce the brand image by the analysis of transitional process of the brand choice shop. |