지역 이미지와 브랜드 이미지가 상업용 벽면이용간판의 광고효과에 미치는 영향 : 디지털 트윈을 중심으로

초록

This study experimentally examined the advertising effectiveness of commercial wall-mounted billboards by analyzing how the congruence between regional image (premium vs. popular) and brand image (premium vs. popular) influences consumers’ advertising recall and brand attitude. To achieve this, two representative commercial areas in Seoul—Dosan-daero (a premium district) and Dongdaemun Station area (a popular district)—were precisely replicated using digital twin technology. Video advertisements of a premium brand (e.g., BREITLING) and a popular brand (e.g., Sonata) were displayed on the commercial wall-mounted billboards within these virtual environments. Participants walked on a treadmill while navigating the virtual streets and were subsequently asked to report their recall and brand attitude toward the advertisements. The results showed that advertising recall was higher in the popular district than in the premium district. Similarly, brand attitude was also more positive in the popular district than in the premium district. However, there was no significant difference based on brand image. Based on these findings, this study discussed the theoretical and practical implications from the perspectives of media contextualization, schema theory, and the elaboration likelihood model (ELM).

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