Journal of Korean Society for Quality Management (품질경영학회지)

Korean Society for Quality Management (한국품질경영학회)
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The Effect of Corporate Cultural Marketing Activities on Brand Image and Loyalty - Focused on Naver Library, Starfield Library and Hyundai Card Library -

기업의 문화마케팅이 브랜드 이미지 및 브랜드 충성도에 미치는 영향 - 네이버라이브러리, 별마당도서관, 현대카드라이브러리를 중심으로 -

  • Jeong, Eunah (Graduate School of Business, Soongsil University) ;
  • Choi, Seunglee (Department of Airlines Service, Dong Seoul University) ;
  • Choi, Jeongil (College of Business Administration, Soongsil University)
  • 정은아 (숭실대학교 경영대학원 서비스경영학과) ;
  • 최승리 (동서울대학교 항공서비스과) ;
  • 최정일 (숭실대학교 경영학부)
  • Received : 2018.11.19
  • Accepted : 2018.11.30
  • Published : 2018.12.30
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Abstract

Purpose: This study attempts to find how the cultural marketing activities utilizing cultural space affect firm's brand image and brand loyalty, and whether this culture marketing technique is recognized as a social contribution activity by potential customers and thereby influence brand image and loyalty. Methods: The data was collected by using the structured questionnaires to consumers who have experience using the Naver Library, Starfield Library, and Hyundai Card Library. The proposed research model is tested using 178 valid questionnaires using Smart PLS 2.0. Results: This research indicated that among cultural marketing factors, cultural support and cultural promotion have little impact on brand image, whereas culture firm influence brand image. Brand image also had an impact on brand loyalty, but it was found that public libraries operated by companies were not recognized as corporate social contribution activities, nor did they have an impact on the formation of the company's brand image. Conclusions: The study offered a theoretical and empirical foundation for future research by empirically identifying the relationship between cultural marketing and brand image and loyalty and confirmed the coordinating effect of social contribution activities between a cultural firm and its brand image.

Keywords

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Figure 1. The Social Responsibility Category of a Company

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Figure 2. Cases of Cultural Marketing

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Figure 3. Research Model

Table 1. 5 types of Culture Marketing

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Table 2. Survey Configuration

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Table 3. Demographic Characteristics of Sample

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Table 4. Overall Model Fit

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Table 5. Analysis of Discriminant Validity

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Table 6. Result of Hypothesis Test

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Table 7. Result of Moderator Variable Effect

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