KOREASCHOLAR

The purpose of this research is to develop an understanding on the effect that impression design has on brand experience. The authors analyze the relationship between design and brand experience by constructing a model using pleasant emotions as mediators. This paper focuses on theoretical and practical work in the field of design and marketing, approaching a design perspective within the brand experience process. Brand experience has received little attention within the design literature and this paper is the first that brings the two perspectives together.

• Rudin Beka(Luigji Gurakuqi University, Albania)
• Enila Cenko(University of New York Tirana- State University of New York, USA)