문화공간 체험이 형성하는 백화점 브랜드 이미지에 관한 연구

Abstract

(Background and Purpose) The consumption characteristics of the MZ generation extend beyond material consumption and reflect a desire for novel experiences that stimulate the senses. Department stores continuously provide various events to occupy and engage consumers’ space and time, particularly by using cultural experiences to strengthen brand image. The sensory enjoyment of culture is difficult to replicate online, making in-person cultural engagement a crucial factor in brand differentiation. Therefore, this study examines the influence of experiential activities provided within department store cultural spaces on brand image formation. (Method) First, a literature review was conducted to explore the evolution of department stores into cultural spaces and related brand communication theories. Second, text mining analyses were performed to understand public perceptions of cultural spaces in department stores and to categorize cultural spaces. Third, representative department store cases were selected and subjected to case-study analysis. (Results) In the case of Lotte Department Store Dongtan, the Brand Image Attributes (BIA) analysis indicated that cultural-emotional attributes were the highest, followed by physical, functional-benefit, and symbolic attributes. From the perspective of Experiential Elements (4Es), the cultural center primarily offered educational experiences; exhibitions and pop-ups provided escapist experiences; galleries focused on aesthetic experiences; and lifestyle art spaces emphasized entertainment experiences. This distribution demonstrates that department stores can integrate experiential offerings to provide a comprehensive brand experience. For Hyundai Department Store The Hyundai Seoul, Brand Image Attributes (BIA) also showed cultural-emotional attributes as the highest, followed by physical, functional, and symbolic attributes. In terms of Experiential Elements (the 4Es), entertainment experiences predominated, indicating that brand image was formed mainly through observational rather than participatory experiences. Escapist experiences were relatively limited, suggesting that everyday, visually oriented experiences contributed more directly to enhancing the brand’s emotional and physical imagery. At Shinsegae Department Store Main, Brand Image Attributes (BIA) highlighted physical and symbolic attributes derived from historical architecture, while the functional benefit attribute was relatively low. Among Experiential Elements (4Es), entertainment experiences scored the highest. Notably, exhibitions and pop-ups that incorporate historical content provide educational experiences, simultaneously reinforcing the symbolic and educational values of the brand. (Conclusions) Department store cultural spaces can be broadly categorized as cultural centers, exhibitions/pop-ups, galleries, and lifestyle art spaces. In all three cases, cultural space experiences served as mechanisms that strengthened the core brand image attributes. These cultural spaces play a critical role in brand communication through consumers’ direct experiential engagements. In other words, department store cultural spaces function not merely as supplementary services but also as strategic resources central to brand image formation and differentiation.