박물관 브랜드 심벌마크 유형이 수용자 인지반응에 미치는 영향 -중국 산둥성 지역 박물관을 중심으로-

초록

With the transformation of museums from “cultural custodians” to “cultural communicators” and “public participants,” museum branding has become a core strategy for achieving functional transformation and attracting public engagement. As a key element of the brand identity system, the symbol mark has the potential to evoke audience cognitive responses, serving as a crucial factor influencing their decision-making in consumption behaviors. Based on the hierarchical effects model proposed by F.J. Lavidge and G.A. Steiner (1961), this study explores the impact of museum brand symbol mark types on audience cognitive responses. The findings indicate that the type of museum brand symbol mark has a statistically significant impact on audience cognitive responses. Specifically, in terms of awareness, the collection-oriented symbol mark received the highest score, followed by the name-oriented, building-oriented, and concept-oriented types. Conversely, in terms of attention, the concept-oriented symbol mark scored the highest, followed by the collection-oriented, nameoriented, and building-oriented types. The research findings provide directional reference materials for the practical implementation of museum brand development.

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