친환경 하이브리드카 로고타입의 광고효과

Abstract

This study is on the effects of advertisement in brand logo types of Hyundai ‘Blue Drive’ and Kia ‘Eco Dynamics,’ which are eco-friendly hybrid car brands at home. Brand logo type is a symbol of implicitly indicating product and component of brand image. Brand logo type is precondition for implementing powerful brand asset, and is itself subject of forming brand image and creating effect. Accordingly, this study aimed to analyze and measure consumers' awareness and advertisement effects of our country's hybrid-car brand logo types in the cognitive aspect, emotional aspect, and behavioral aspect. Its results are as follows.

First, to examine influence of eco-friendly hybrid-car logo type upon awareness of brand, it measured what about the awareness of brand through each logo type and which is better. As a result, as for design itself of eco-friendly meaning and logo type, Blue Drive is more effective than Eco Dynamics. Contrary to this, transmissibility in eco-friendly hybrid-car function was indicated that Eco Dynamics is more effective than Blue Drive. Also, to examine influence of logo type in eco-friendly hybrid car upon consumers' awareness of brand, it measured by setting independent variables to aesthetic element in logo type, functional element, and value-based element, and dependent variable to brand image. As a result, both logo types in Blue Drive and Eco Dynamics were indicated to be influenced by aesthetic element and value-based element.

Second, to examine influence of eco-friendly hybrid-car logo type upon attitude toward brand, it verified what about the attitude toward brand through each logo type and which is better. As a result, reliability was higher in Blue Drive than Eco Dynamics. Even preference for logo type was higher in Blue Drive than Eco Dynamics. However, a polished feeling of logo type was indicated to be more effective in Eco Dynamics than Blue Drive. Also, to examine influence of logo type in eco-friendly hybrid car upon consumers' preference for brand, it measured by setting independent variables to aesthetic element in logo type, functional element, and value-based element, and dependent variable to preference for brand. As a result, both logo types in Blue Drive and Eco Dynamics were indicated to be influenced by aesthetic element and value-based element.

Third, to examine influence of eco-friendly hybrid-car logo type upon the purchasing intention, it measured what about the purchasing intention through each logo type and which is better. As a result, in all the measurement items, Eco Dynamics showed relatively higher average score than Blue Drive. In other words, the purchasing intention was indicated to be higher in Blue Drive. Also, to examine influence of logo type in eco-friendly hybrid car upon consumers' purchasing intention, it measured by setting independent variables to aesthetic element in logo type, functional element, and value-based element, and dependent variable to purchasing intention. As a result, both logo types in Blue Drive and Eco Dynamics were indicated to be influenced by aesthetic element and value-based element.

Given summarizing the typically empirical findings on logo types in eco-friendly hybrid cars, both Hyundai Blue Drive and Kia Eco Dynamics were indicated to emphasize by being biased to aesthetic function as for our country's logo types in eco-friendly hybrid cars. This disproves that logo type needs to be supplemented or reinforced functional aspect hereafter. Also, even the result of measurement as saying that individuality is short compared to its perfection in logo type implies the necessity for posture of developing logo type in elaborate function, which infuses originative and strong impression peculiar to each brand.