감각 체험 특성이 브랜드 장기 기억 고착에 미치는 영향 분석 (2) - 기록 경험 기반 분석 모형 및 사례 분석을 중심으로 -

초록

(Background and Purpose) Brand spaces are evolving into sensory-based environments where consumers engage with spaces through multisensory experiences. Within these environments, consumers reconstruct brand experiences by documenting them through photographs, videos, and writing. Recording experience has been recognized as a key factor in the process by which sensory experiences lead to the consolidation of long-term brand memory. However, studies examining the structural relationships among sensory experience characteristics, recording experiences, and brand memory consolidation in actual brand space cases remain limited. Therefore, this study aims to provide foundational data for establishing brand space design strategies by applying the mediating structure among sensory experience characteristics, recording experiences, and brand memory consolidation verified in previous studies to actual brand space cases, verifying its validity and comparing differences in the sub-dimensional characteristics of variables across cases. (Method) An analytical framework for brand space case analysis was established based on the mediating relationship verified in previous studies. Four brand spaces characterized by prominent sensory experiences and recording activities were selected as case studies: Kyobo Book Centre Gwanghwamun, Point of View Seoul, the Hyundai Card Design Library, and Wiggle Wiggle House Dosan. Surveys were conducted with 179 adults aged 19 and older who had visited these spaces. The collected data were analyzed using Jamovi 2.6 through descriptive statistics, linear regression analysis, and bootstrapping-based mediation analysis. (Results) The findings confirmed a common stepwise experiential structure in which sensory experience characteristics influenced brand memory consolidation through recording experiences across all cases. Key sensory characteristics differed across cases, including visual consistency, auditory immersion, tactile sensibility, and olfactory association. In recording experiences, subjective selectivity and experiential imprinting emerged as major factors. Regarding brand memory consolidation, self-identity consistently showed high levels across all cases, while multisensory integration was also highly observed in some cases. Regression analysis further indicated that both sensory experience characteristics and recording experiences had significant positive effects on brand memory consolidation, with recording experiences showing a partial mediating effect between the two variables. (Conclusions) This study empirically verified that the experiential structure linking sensory experience characteristics, recording experiences, and brand memory consolidation operates effectively in actual brand space cases. In particular, recording experiences functioned as a key process connecting sensory experience characteristics and brand memory consolidation, while the distributions of the sub-dimensional characteristics of the variables differed across cases. The study is meaningful in that it interprets brand space experiences not merely as sensory encounters but as processes extended into long-term memory through recording experiences. Furthermore, the findings confirmed the importance of recording experience-oriented spatial configuration strategies that facilitate experience interpretation, alongside the composition of sensory elements in future brand space design.

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