| Abstract |
| The development of new technology and diversity in user needs lead mobile phone manufacturers to establish new strategies different from the existing for user attraction. Product identity, and brand image are major strategies for differentiation and adding new values to a product. This research starts with stating emotional brand image as the brand image made by the actual usage and the emotion built from the experience while using the product. This research will compare emotional brand image of the three major mobile phone manufactures in Korea (Brand A, C, and S) using evaluation of six representative emotions from users while using the product. The result of evaluating actual mobile phone users and the emotion built while actually using the product showed the brand image, and especially the emotional side of Korean mobile phone manufacturers. The result of this research itself would not be sufficient to simply state the emotional brand image of Korean mobile phone manufactures, but with further research including age, profession, gender and other demographic factors the result of this research would surely be able to abstract a clearer view of emotional brand image of Korean mobile phone manufactures. |
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| Key Words |
| 브랜드 감성 이미지, 브랜드 이미지, 브랜드 아이덴티티, 자기-보고 질문지형 척도, 휴대폰, emotional brand image, brand image, brand identity, self-report questionnaire-type scale, mobile phone |
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