패밀리 룩을 통한 제품 실체성 지각과 브랜드 태도에 관한 연구

초록

Endowing identity to the product design becomes a useful tool to differentiate the brand from its competitors. To build a design identity, various companies have used family look design for some decades in spite of the insufficient evidence of the effect. Some studies showed family look would make an affirmative attitude toward brand, but they did not find out why it works. Based on the above research need, the goals of this study are as follows: First, we investigated the effect of entitativity as a mechanism of the family look design effect in the automotive industry. Second, as a way of reinforcing the effect of family look design, the concept of anthropomorphism was considered according to prior studies which showed that anthropomorphism could make a positive effect to the brand. Third, we investigated whether family look design strategy can be expanded to other product categories such as experienced goods. To achieve these research goals, we conducted three experiments. The results of three experiments are summarized as follows: First, family look design increased the perception of entitativity, and the perception of entitativity had a positive effect on the attitude toward brand in the car industry. Second, family look design with anthropomorphism made more positive attitude than family look design without anthropomorphism. Third, the generalization of family look design to commodity such as beverage product did not show as expected.

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