기업의 문화마케팅이 소비자의 기업이미지형성과 소비행동에 미치는 영향 = (The) effect of cultural marketing of businesses on business image and consumptive behavioral of consumers

다국어 초록 (Multilingual Abstract)

The goods-purchasing standard of consumers is changing from the center of price and quality to that of sensibility and grace. In these days, it is necessary that businesses communicate with customers effectively, selecting cultural marketing as a method of marketing that can meet the sensitivity and grace of consumers. Businesses began to concentrate their concerns on the cultural marketing, but they were negative as to the result of cultural marketing. So this empirical study was carried out through cultural marketing cases of Korean businesses to examine into how business image is formed to consumers through cultural marketing activities of business, and what the formed business image has an effect on the consumptive behavioral.
The results of this study were as follows.
First, it showed that businesses are high concerned about cultural marketing, and they have an understanding of a cultural marketing concept as sales promotion activities applying culture and financial support activities to cultural arts organizations.
Second, it showed that they understand the reason of cultural marketing as the change of business image, the notice of their brand and the increase of profits.
Third, it showed that all of them understand three types of cultural marketing cases as cultural business.
Fourth, it showed that they divide business image into business behavioral image and marketing image to have an understanding of business image by cultural marketing types.
- They have understood a case of cultural sales promotion (LG Group)as marketing image and business behavioral image. In other words, they are carrying out cultural sales promotion as a method for communication with consumers. In addition, they are sincerely providing consumers with products and services of good quality by reasonable prices.
- They have understood a case of cultural support (Samsung Electronics)as business behavioral image. In other words, they are sincerely providing consumers with their proper duty, products and services of good quality by reasonable prices.
- They have evenly had a high understanding of a case of cultural business (Rana Bank) as marketing image, subsequently business behavioral image, social behavioral image and business confidential image. So it is efficient that this cultural marketing type is applied to cultural marketing -beginning businesses.
Fifth, it showed that the purchasing intentions are most highly increased by the marketing image out of business image factors.
Sixth, general analysis showed that the marketing image and social behavioral image have the largest effect on the purchasing intentions in cases of cultural sales promotion and cultural business, and case of cultural support, respectively, while the business behavioral hasn't a significant effect on the purchasing intentions.
This study means that efficient communications between business and consumer are possible through cultural marketing. Many studies on the effect of cultural marketing on the increase of business image have been simply carried out. But the business image factor of cultural marketing was concretely modeled, and the factor suitable for cultural marketing was found as the result of this study. And what is important is that this study on the effect of business image formation on consumptive behavioral was concretely carried out. So it is necessary to study consumers for their sensible satisfaction, and develop the original and efficient cultural marketing of each business which can move them. But the short-term and unstrategic cultural marketing has to be fostered, and it may be necessary to select and develop the cultural marketing suitable for each business that can live up to consultations of the business inside and the mission of business, and that more improve the business image of products and services. Positive communications between business and consumer can be also caused by the cultural marketing through this study. And the marketing has a significant effect on the formation of business image, which it increases the consumptive behavioral. Consequently, the cultural marketing will play a role as a means of effective communications with business and consumer.

목차 (Table of Contents)

• Ⅰ. 서론 = 1
• 1. 연구의 필요성 = 1
• 2. 연구의 목적 및 방법 = 4
• 3. 연구의 구성 = 6
• Ⅱ. 이론적 배경 = 8
• 1. 문화의 개념 = 8
• 2. 문화마케팅의 개념 = 15
• 가. 문화마케팅의 개념 = 15
• 나 전통적 마케팅과 문화마케팅의 비교 = 21
• 다. 우리나라의 기업문화마케팅 활동 현황 = 22
• 라. 문화마케팅의 5가지 유형 = 26
• 마. 문화마케팅의 필요성 = 38
• 바. 문화마케팅의 효과 = 42
• 사. 문화마케팅의 역할 = 55
• 3. 기업이미지의 개념 = 58
• 가. 이미지의 개념 = 58
• 나. 기업이미지의 개념과 특성 = 60
• 다. 기업이미지의 구성요소 = 64
• 라. 기업이미지의 목적과 기능 = 68
• 4. 소비행동의 개념 = 73
• 가. 소지바의 의사결정단계 = 73
• 나. 구매의도와 전반적 기업이미지의 관계 = 75
• 다. 구매의도의 중요성 = 78
• Ⅲ. 연구 설계 = 80
• 1. 연구모형 = 80
• 2. 연구가설 = 84
• 가. 문화마케팅과 기업이미지에 대한 연구 가설 = 85
• 나. 소비행동에 대한 연구 가설 = 87
• 3. 표본 추출과 자료 수집 = 90
• 4. 분석방법 = 92
• Ⅳ. 자료 분석 결과 = 93
• 1. 조사대상자의 인구통계학적 특성 = 93
• 2. 타당성 및 신뢰도 검증 = 97
• 가. 기업이미지에 대한 타당성 및 신뢰도 검증 = 97
• 나. 소비행동에 대한 타당성 및 신뢰도 검증 = 98
• 3. 문화마케팅에 대한 인식 = 100
• 가. 문화마케팅에 대한 인식 = 100
• 나. 문화마케팅 유형에 따른 인식 = 102
• 4. 가설의 검증 = 104
• 가. 가설 1의 검증 = 104
• 나. 가설 2의 검증 = 106
• 다. 가설 3의 검증 = 109
• 라. 가설 4의 검증 = 110
• 마. 가설 5의 검증 = 111
• 바. 가설검증 결과요약 = 113
• Ⅴ. 결론 = 114
• 1. 요약 및 결론 = 114
• 2. 연구의 시사점 = 124
• 3. 한계점과 향후연구과제 = 126
• 참고문헌 = 129
• 영문초록 = 134
• 설문지 = 137