미디어 파사드의 특성 요소가 브랜드 자산에 미치는 영향

Abstract

[Background] Recently media façades are gaining attention as a means to promote brands. This study is to investigate the effects of the characteristic elements of media façade on brand equity. [Methods] The study extracted 4 characteristic elements of media façade (image, text, facts, message) based on literature review and previous research, and selected 5 examples of media façade that expressed each characteristic faithfully. Also, 4 different brands were selected based on involvement and benefit. Each subject was given a brand and were shown videos under the assumption that the 5 types of media façade was publicizing the chosen brand. A total of 60 subject participated in the investigation, with 15 subjects per brand. Using a questionnaire, they were asked of their initial opinion of the brand and their feelings regarding the brand after watching media façade. In the analysis stage, brands were analyzed by categorizing them with various standards in order to find out not only the ffects of characteristic elements of media façade on brand equity, but also the differences in results depending on the types of brands. [Result] The results of analysis showed that image and message elements had a positive influence on brand equity. While text elements affeced brand leadership in a negative way, it also had positive effects according to brand propensity. It was revealed that while information elements had positive effects for brands with high involvement and functional benefit, they had negative effects for the brands with high hedonic benefit. [Conclusion] It is thought that the brands may have to apply the characteristic elements of media façade in accordance with their strategic direction, when they set the fundamental direction of planning media façade designs.