문화마케팅을 통한 문화소비자 만족 및 기업이미지 효과 분석

다국어 초록 (Multilingual Abstract)

The behavior of culture consumers has been dramatically changed since the middle part of 1990`s. This change demands different approach of the business to meet the needs of the consumers. As a result, business companies consider culture oriented marketing positively as the means of enhancing customer satisfaction and corporate image. Today people have become more spontaneous in choosing their entertainment options in the flooding of culture arts performances. Coping with this, business companies should form and execute an effective culture marketing strategy to satisfy their desires. This study is purposed to present strategic measures for the effective culture marketing of business firms by examining the firms culture based sponsorship. This study suggests that the culture marketing of business firms have positive influence over the image of business firms and contribute to the culture consumer satisfaction. Also, the result of this study reveals that a business company will enhance its corporate image through sponsorship activities which fit for the image of company and consequentially raise the consumer satisfaction.

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