메타버스 브랜드 공간에서의 장소적 체험이 브랜드 자산 형성에 미치는 영향 = The Effects of Place Experience in the Metaverse Brand Space on Brand Equity Formation

다국어 초록 (Multilingual Abstract)

A new form of management in customer interface has now become necessary as brand spaces are expanding to the metaverse environment, which is a virtual world, beyond the physical environment. This study examines brand spaces in the metaverse in terms of ‘place’ and ‘experience’ and suggests strategic plans for customer communication. For research, a case analysis and focus group interviews were conducted based on place factors, strategic experiential modules (SEMs), and brand equity formation factors summarized by researchers of previous studies. The results showed that brand spaces in the metaverse also have placeness just like the physical world, and customer experiences through avatars are associated with the value of place, conveying emotional and spiritual values to users as experiences of aesthetics, emotions, information, participation, and interactions are manifested as a whole. Furthermore, these experiences turned out to be effective in improving brand awareness and image by affecting brand equity formation as well. This study has significance in proposing strategic methods to implement brand spaces in the metaverse based on ‘place’ and ‘experience’ using the aforementioned results of analysis. Companies can select a place associated with their brand values and messages to recreate it in a metaverse environment. Alternatively, they can create a new metaverse space imbued with their brand values. A brand-related place, where customer experience is created, should encompass aesthetic, emotional, informational, participatory, and interactive factors to serve as a meaningful and valuable space for customers. The range of values derived from this place includes not only emotional values gained through sentimental and engaging experiences but also mental values gained through social contribution activities, creative activities, and more. Furthermore, a metaverse space is distinct from a real-world space in that it possesses dematerial characteristics and facilitates interaction among multiple users without constraints of time and space. Thus, it has the potential to create and offer new and differentiated experiences that customers have not experienced, amplifying brand imprinting effects on their minds.

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