기업의 메세나 활동이 기업의 제품 광고와 가격 프리미엄에 미치는 영향

김주호(Joo Ho Kim) 한국경영학회 2011 經營學硏究 Vol.40 No.6

Today, cultural marketing is drawing much attention from companies and customers alike as a company`s social responsibility is to closely affect its performances. As a result, there is a growing importance of mecenat activities as a strategic communication method of cultural marketing which uses culture as a mediator. Mecenat is a general term for corporate activities to support art without any commercial return. Its paradigm has undergone some evolvement, from its earlier philanthropic motivations to partnership as a part of integrated marketing communication(IMC) and most recently positive image making tool for corporate identity. Because of this change, companies are motivated to develop a marketing strategic approach to mecenat. This study has the objective of verifying the impact of mecenat activities on corporate performance in terms of attitude towards a company as well as its quality perceived by consumer. In this study, I investigated the role of mecenat that has received little attention in the literature by examining whether price premium is influenced by their recognition of mecenat. I started by highlighting the theoretical and practical significance of our research, explaining why I turn my attention to mecenat as vehicles of marketing communication, then describing quantitative methodology, discuss findings, and concluded with a discussion of managerial implication and directions for future studies. This study was designed to directly expose consumers to print advertisement. As a result of the study, I found that firstly, one`s awareness of the company`s mecenat activities had a positive relationship with one`s expectation towards a company. Secondly, one`s expectation towards a company was found to positively affect perceived quality . That is, mecenat activity transforms company attitude in a positive direction by making consumers aware of the company fulfilling its social responsibilities. This result can be translated into the fact that corporate mecenat can create friendly and positive impressions in the minds of consumers. Thirdly, perceived quality had a positively relation to price premium. This finding suggests that mecenat is very important even in the corporate advertising setting as compared to product advertising. Formation of an affirmative image of mecenat corporate and price premium can give a theoretical foundation on the mecenat activity of coming corporate. This study carries significance in that it provides useful tools for corporates in performing more effective mecenat activities. In interpreting the results of this study, some limitations should be considered. First, using convenient sample can restrict the generalizability of the findings. In fact, one of biggest limitations to this study was limited demographic figure. Unfortunately, we only included college students in their 20`s. A future study with more general consumers might be necessary to attest the applicability of the model to the broader public. Associated with limitation of this study, more general effect on corporate mecenat and the plan to efficiently examine it on aspect of recognizing corporate image should be executed in prospective successive research.

혁신 성향, 대외적 이미지 추구 및 내재적 동기가 기업 메세나 활동에 미치는 영향

노그림,이수현 한국문화경제학회 2020 문화경제연구 Vol.23 No.2

Despite the current social emphasis on the mutually-benefitting relationships between corporations and the art world, the corporate mecenat activities in Korea remains at a fairly low level. Even among those firms that are currently engaged in mecenat activities, there is a high tendency to perceive mecenat as philanthropic patronage or a small part of corporate social responsibilities. In order to encourage corporate mecenat activities and build a long-lasting interactions between corporations and the art world, a theoretical foundation supporting the utilities of mecenat activities from corporations’ perspective is much needed. Therefore, from a instrumental action point of view, we suggest utilities firms can obtain by supporting the art world along with the firms' intrinsic motivation to engage in mecenat. We suggest innovation, corporate image, and intrinsic motivation to contribute to the art world as the three sources of corporate mecenat activities. Analysis of survey data on corporate mecenat activities shows that corporate emphasis on innovation and corporate image increase the degree of investment in mecenat. Firms' intrinsic motivation to contribute to the art world also has positive and significant effect on mecenat. Corporate emphasis on improvement efforts, on the other hand, has negative effect on mecenat activities.

메세나 활동에 대한 소비자 태도가 기업이미지 평가에 미치는 영향 - 이미지 적합성과 기업유형(항공기업과 예술기업)의 조절효과를 중심으로 -

안유나,한웅희 한국항공경영학회 2020 한국항공경영학회지 Vol.18 No.2

Today, due to the leveling of technology, it is increasingly difficult to differentiate from competitors only by the function of the product. Under these circumstances, the strategy of enhancing corporate image through Mecenat, which means support for corporate culture, arts and public utilities, is attracting attention as an effective marketing communication tool. This study examined how the corporate image appears differently depending on the attitudes of the consumers to the Mecenat. In particular, present study focused on whether the moderating effect of the corporate type and the fit of the image appeared in the process of the attitudes toward the Mecenat activity affecting the corporate image evaluation. The corporate image as dependent variable was classified into such three aspects as the product-related image, the social image and the public-interest image. By the way of the questionnaires, With a view to discerning out difference in the evaluation of corporate image, the whole subjects were exposed to the four types of stimulus which includes : one is general company and ‘high’ in the indexes of the image fit between the company and the activities of Mecenat, another is general company and ‘low’ in the indexes(of the image fit), a third is art company and ‘high’ in the indexes of the image fit between the company and the activities of Mecenat and the other is art company and ‘low’ indexes(of the image fit). Eventually, this study carried out Three-Way ANOVA. The empirical results of this study are as follows. First, the group of consumers with a higher degree of the attitudes toward the Mecenat has more toweringly reputed the product-related image and the publicinterest image. Second, it is understood that the interaction between the attitude of Mecenat and the image fit between the company and the activities of Mecenat exerts an significant difference on the public-interest image. Finally, the effect of the interaction among the attitudes toward the Mecenat and the corporate types never has significant differences at all. Based on these results, the implications and limitations of this study and future research directions were also discussed and proposed. 오늘날 기술의 평준화로 인하여 제품의 기능만으로 경쟁사와의 차별을 두기가 점점 더 어려워지고 있는 상황 속에서 기업의 문화․예술 및 공익사업에 대한 지원활동을 의미하는 메세나를 통한 기업이미지제고전략이 효율적인 마케팅 커뮤니케이션 수단으로 주목받고 있다. 본 연구는 기업의 메세나 활동에대한 소비자의 태도가 소비자의 기업이미지 평가에 어떤 영향을 미치는지 살펴보았다. 특히, 메세나활동에 대한 소비자 태도가 기업이미지 평가에 영향을 미치는 과정에서 기업-메세나활동 간의 이미지 적합성과 항공기업과 예술기업이라는 기업유형의 조절효과가 나타나는지를 중점적으로 분석하였다. 종속변수인 기업이미지는 제품관련 이미지, 사회적 이미지, 공익적 이미지로 세분화하여 연구를 진행하였다. 연구방법은 설문지법을 통해 피험자들에게 4가지 유형의 자극(기업유형(일반기업 vs. 예술기업) * 이미지 적합성(높음 vs. 낮음))에 노출시켜 이에 따른 기업 이미지 평가의 차이를 알아보았고 각각의변수들이 종속변수인 기업이미지에 어떻게 작용하는지를 알아보기 위해 삼원분산분석을 실시하였다. 본 연구의 결과는 다음과 같다. 첫째, 메세나 활동에 대한 소비자 태도가 높은 집단이 태도가 낮은 집단에 비해 제품관련 이미지와 공익적 이미지를 더 높게 평가하였다. 둘째, 메세나 활동에 대한 소비자태도와 기업-메세나활동 간의 이미지 적합성의 상호작용효과를 살펴본 결과, 공익적 이미지에서 유의한 차이를 발견하였다. 셋째, 메세나 활동에 대한 소비자 태도와 기업유형(항공기업과 예술기업)의 상호작용효과를 살펴본 결과 기업이미지에서 유의한 차이를 발견하지 못하였다. 이와 같은 결과를 바탕으로 본 연구가 가진 시사점과 한계점 및 향후 연구방향을 논의하고 제시하였다.

투자 개념 도입에 의한 지역 메세나 활성화 방안 연구 : 인천코리아아트페스티벌 메세나 사례를 중심으로

이상연,김선영 한국상품문화디자인학회 2023 상품문화디자인학연구 Vol.73 No.-

Mecenat activities help not only to develop culture and arts, but also to improve the image of the company, enhance competitiveness, and expand opportunities for citizens to enjoy culture and arts. However, it is still difficult to expect the revitalization of corporate mecenat activities in region. Therefore, this study attempted to explore ways to revitalize local mecenat activities. To this end, we analyzed the case of the Mecena of the Incheon Korea Art Festival, which has achieved some results through a new method of Mecena activity that combines investment methods in the region. As a research method, in-depth interview with companies that supported booth costs and participating writers, mediators, and officials was adopted. The results of the study are summarized as follows. First, regional investment-type mecenats are expected to serve as catalysts to revitalize corporate cultural and artistic sponsorship. Second, investment-type mecenats confirmed the possibility of expanding the base of local culture and arts based on cooperation between companies and artists. Third, continuous attention and participation from local governments and local residents are needed to revitalize the regional investment-type mecenat. 기업의 메세나 활동은 문화예술발전은 물론, 기업의 이미지 향상과 경쟁력 제고, 시민의 문화예술 향유 기회의 확대에 도움이 된다. 그러나 지역에서 기업의 메세나 활동은 여전히 미진한 상황이다. 이에 본 연구는 지역 메세나활동의 활성화 방안과지속가능성을 모색해 보고자 하였다. 이를 위해 지역에서 투자 방식을 결합한 새로운 방식의 메세나 활동을 통해 일정 부분 성과를 거둔 바 있는 인천코리아아트페스티벌의 메세나 사례를 분석하였다. 연구 방법으로는 부스 비용을 지원한 지역 기업들을 비롯해, 참여 작가, 매개자 및 관계자들을 대상으로 한 심층 인터뷰를 채택하였다. 연구결과를 요약하면 다음과 같다. 첫째, 지역 투자형 메세나는 기업의 문화예술 후원을 활성화하는 촉매제 역할을 할 것으로 보인다. 둘째, 투자형 메세나는 기업과 작가의 협력을 기반으로 하는 지역 문화예술 저변 확대의 가능성을 확인하였다. 셋째, 지역 투자형 메세나 활성화를 위해서는 지속적인 지자체 및 지역주민의 관심과 참여 그리고 민관협력 시스템 마련이 필요하다.

기업의 공연예술 메세나 활동 적합성이 소비자 인식과 기업이미지에 미치는 영향

한성주,조진희,이해준 한국무용과학회 2020 한국무용과학회지 Vol.37 No.3

The purpose of this study is to analyze the influence of a company’s fit for mecenat of performing arts on its consumer awareness and corporate image and to investigate the influential power and correlations among variables. The following is the research method to achieve the purpose of this study. The subjects of this study were those who have visited or recognized the actual performance halls of corporations (LG Art Center, Doosan Art Center, GS Caltex Yeulmaru, Interpark Blue Square). The data were collected through an online survey. A total of 273 responses were used for the final analysis. The collected samples were analyzed using the IBM SPS Statistics 23.0 Statistical Program and the results obtained are as follows. First, a company’s fit for mecenat of performing arts had a statistically significant effect on both mecenat awareness and corporate awareness, which are sub-variables of consumer awareness. Second, a company’s fit for mecenat of performing arts had a statistically significant effect on all of corporate behavior image, social image, social responsibility image, which are sub-variables of corporate image. Third, mecenat awareness and corporate awareness, which are the sub-variables of consumer awareness, had a statistically significant effect on corporate behavior image and social image, which are sub-variables of corporate image. Corporate awareness had no statistically significant effect on social responsibility image. Fourth, consumer awareness was partially mediating the relationship between a company’s fit for mecenat of performing arts and corporate image. In this vein, corporates may change the consumer attitude positively and achieve the most important goal, which is enhancing their images by performing mecenat more effectively by increasing companies’ fit for mecenat through the establishment of infrastructure for performing arts and strategic mecenat. 본 연구는 기업의 공연예술 메세나 활동 적합성이 소비자 인식과 기업이미지에 미치는 영향을 분석하고 변인들 간의 영향력 및 상호관계를 규명하는데 그 목적이 있다. 이러한 목적을 달성하기 위해 실제 기업 공연장(LG아트센터, 두산아트센터, GS칼텍스 예울마루, 인터파크 블루스퀘어)에 방문한 경험이 있거나 인지하고 있는 소비자들을 대상으로 온라인 설문조사를 진행하여 자료를 수집하였고, 총 273부를 최종분석에 사용하였다. 수집된 표본은 IBM SPSS Statistics 23.0 통계프로그램을 사용하여 분석하였으며 도출된 결과는 다음과 같다. 첫째, 기업의 공연예술 메세나 활동 적합성이 소비자 인식의 하위변인에 모두 유의한 영향을 미치는 것으로 나타났다. 둘째, 기업의 공연예술 메세나 활동 적합성이 기업이미지의 하위변인에 모두 유의한 영향을 미치는 것으로 나타났다. 셋째, 소비자 인식 하위 변인인 메세나 활동 인식과 기업 인식이 기업이미지의 하위변인인 기업행동이미지, 사회적이미지는 유의한 영향을 미치는 것으로 나타났으며, 기업 인식은 공헌이미지에 영향을 미치지 않았다. 넷째, 소비자 인식은 공연예술 메세나 활동 적합성과 기업이미지의 부분 매개역할을 하는 것으로 밝혀졌다. 따라서 기업은 공연예술 인프라 구축과 전략적 메세나 활동을 통해 메세나 활동 적합성을 높여 보다 효과적으로 메세나 활동을 수행하고 소비자 인식을 긍정적으로 변화시켜 기업이미지 제고에 긍정적인 영향을 이끌 수 있다는 것을 알 수 있다.

문화이벤트 참가자의 기업이미지 형성에 관한 연구 -기업메세나 공연을 중심으로-

김동준 ( Dong Joon Kim ),박오성 ( Oh Sung Park ) 한국컨벤션학회 2011 MICE관광연구 Vol.11 No.2

The purpose of this study is to examine the impacts of culture and art supporting activities(corporation mecenat) on building the corporate image. Therefore, this study investigated the effects of intended purity, public benefit, event favor on building the corporate image through a demonstrative analysis. Moderate effect was analysed in the relationship of mecenat activities and corporate image. The results of the practical analysis can be summarized as follows. First, as for the mutual relation between intended purity of mecenat and corporate image, the influence degree that noncommercial factor makes on corporate image shows positive (+) influence. Second, in case of relationship between the public benefit of mecenat and corporate image, factor of nonmaterial benefit influence on the corporate image. Third, as a result of interactive effect between event favor of mecenat and corporate image, factor of excellent event favor shows it positively more impacts corporate image than general event favor, even though both of factors effects all. Fourth, among the factor of mecenat cognition level, the factor of social shows influence of relationship between noncommercial factor in intended purity of mecenat and corporate image as a moderate effect. As the recognition of those mecenat effect were higher, the degree of strengthening a relationship between noncommercial mecenat motivation and corporate image were improved.

메세나 프로그램이 공중관계성에 미치는 영향 연구—관계지속성을 중심으로—

성현주,윤성훈 동국대학교 영상문화콘텐츠연구원 2011 영상문화콘텐츠연구 Vol.0 No.-

A Relationship Commitlment-Centered Study of the Impact of Mecena Program It has been increasing the social contribution activities to improve the corporate image along with the importance of Corporate Social Responsibility(CSR) and ethical management. In the middle of this trend, to differentiate it from other companies except for the commercial profit in the society, it has been the rise of the cultural contribution activities such as the cultural benefit service for community and the cultural and artistic enjoyment opportunities for the people that was kept at a distance from the culture. This study is to highlight the Mecenat's actual effect meaning the support for art and culture based on the corporate's social responsibility activities. The existing studies on Mecenat only try to focus on short-term effect regarding corporate branding, corporate image, the impact on consumers' purchasing behavior. But Mecenat is consist of long-term nature from the cultural and artistic viewpoints and affect public relations along with the long-lasting relationships with public. In this study, aimed at public to participate in the actual Mecenat it focus on Mecenat's affecting process of Public-Organization Relationship. In addition to this, this study is to review the effect on Relationship Commitment by public's perceptional variables on Mecenat program and the affect on Public-Organization Relationship from Relationship Commitment Considering. 기업의 사회적 책임(CSR) 및 윤리경영의 중요성이 강조되면서 기업 이미지개선을 위한 사회공헌활동이 증가하고 있다. 이러한 추세 속에서 타 기업과의차별화를 위해 단순히 상업적인 이익을 달성하는 것 외에도 사회적인 책임을 가지고 지역사회에 대한 문화적 혜택 제공, 문화 소외지역 및 계층에 대한 문화예술 향유 기회마련, 문화예술교육 등의 문화공헌 활동이 확산되고 있다. 따라서 본 연구는 기업 사회적 책임 활동으로 문화예술 분야를 지원을 의미하는메세나(Mecenat)의 실증적인 효과에 주목하였다. 기존의 메세나에 대한 연구는기업 브랜드, 기업 이미지, 소비자들의 구매태도에 미치는 영향 등과 같은 단기적인 효과에만 연구가 시도 되었다. 하지만 메세나는 문화예술의 특성상 장기적으로 이루어져 공중과 오랜 시간을 두고 관계를 지속시키며 공중관계에영향을 미친다고 볼 수 있다. 본 연구에서는 실제 메세나 프로그램 참여 공중들을 대상으로 메세나가 공중관계성에 미치는 과정에 주목했다. 또한 이를 메세나 프로그램에 대한 인식변인이 관계지속성에 미치는 영향을 살펴보았고, 이 관계지속성이 공중관계성에 미치는 영향을 연구했다.

기업의 메세나 활동이 기업 이미지 및 평판, 구매의도에 미치는 영향에 관한 연구:네이밍 조절효과를 중심으로

권혁인,김현수,최용석 한국경영교육학회 2015 경영교육연구 Vol.30 No.1

Corporate mecenat activities on classic performance have become widespread and new way of mecenat through naming has come to the fore. Nevertheless, studies on the mecenat still are very limited. Based on these problems, the purposes of this thesis are not only to investigate relation between corporate mecenat and corporate image, corporate reputation, purchase intention, but also to verify naming as a moderating variable. To analyse purposes, pre-survey and questionnaire survey was carried out. Total 246 sheets were collected for an empirical analysis with SPSS program and AMOS program. The results attained are as follows;First, all independent variable except commercial patronage factor has an effect on corporate image positively, on the other hand, noncommercial patronage factor and event favor factor are showed significant influence on corporate reputation. Second, the result is showed that corporate image has strong influence with corporate reputation, also corporate image and corporate reputation have significant influence on purchase intention. Third, naming spectrum has moderating effect between mecenat-related factor and corporate image, corporate reputation. This study contribute to expansion of mecenat research area from pre-existing study. In addition, thereby verifying moderation effect of naming in culture & arts field, this study can help companies to build an appropriate naming mecenat strategy effectively. 본 연구의 목적은 기업의 메세나 활동 시 기업 이미지, 기업 평판, 구매의도에 미치는 영향과 메세나 활동의 네이밍에 따른 조절효과를 검증하는 것이다. 체계적인 실증분석을 위해 사전조사를 통한 네이밍 유형별 설문지를 설계하였고 이후 실증분석을 실시한 결과, 상업적 후원성격을 제외한 모든 독립변수와 기업이미지의 유의한 영향관계가 확인되었다. 또한, 자선적 후원성격과 이벤트 호감도는 기업평판에 영향을 미치는 것으로 나타났으며 기업이미지는 기업평판, 기업이미지와 기업평판은 구매의도에 강한 정(+)의 영향을 미치고 있음이 검증되었다. 또한, 네이밍 유형에 따라 기업이미지와 기업평판에 조절효과가 나타났다. 따라서 본 연구의 결과는 기업의 메세나 연구 확장에 학문적 기여를 하였다고 판단되며 문화예술분야에 네이밍의 조절효과를 검증함으로서 기업들에게 유형에 맞는 적절한 메세나 활동 전략을 세울 수 있는 실무적 시사점을 제시하였다.

The Effect of the Support from Seoul Foundation for Arts and Culture on Purchasing Intention for Dance Performance

( Yun Jung Lee ),( A Reum Han ),( Hee Jung Seo ),( Seung Tae Chin ),( Sun Jung Kim ) 한국체육학회 2015 국제스포츠과학 학술대회 Vol.2015 No.1

Purpose: Corporates have utilized sports sponsorship and mecenat as a method of corporate communication and as a part of integrated marketing communication. For performing arts, audiences` supports provide the application grounds as a tool of corporate communication. When a corporate supports a cultural organization, corresponding with corporate image and the event`s artistic merit promotion effect are applied orderly as an important decision standard. The researches related to mecenat haven`t been conducted much in Korea; therefore it`s hard to find these researches with academic approach. Thus, it is meaningful to evaluate the value of mecenat`s communication method. The purpose of this was to identify the casual relationship between the support of Seoul Foundation for Arts and Culture and purchasing intention for dance performance. Followings are the specific objectives of this study. First, defining the differences of foundation recognition, trust for foundation, and image for foundation based on recognition of Seoul Foundation for Art and culture`s support. Second, identifying the casual relationship among foundation recognition, trust for foundation, and image for foundation. Third, examining the casual relationship between trust for foundation and image for foundation. Fourth, examining the casual relationship among trust for foundation, image for foundation, and purchasing intention. Fifth, examining the casual relationship between purchasing intention and referral intention. Method: The study used convenience sampling method. 223 samples were collected on-site. The study used 193 samples for the data processing by excluding poorly answered samples. The sample consists of 39 men and 154 women. Among the them, there were 91 students, 53 housewives, 27 professionals, and 22 others.Their average age was 35 years old.The research tool was the questionnaire: one question asking if a participant is a supporter of Seoul Foundation for Arts and Culture; three questions about foundation recognition; three questions about trust for foundation; six questions about image for foundation; five questions about purchasing intention; and four questions about referral intention. Result: SPSS19.0 was used for data processing and the followings are the results. First, the participants` recognition of Seoul Foundation for Arts and Culture`s support makes a significant difference on participants` recognition of foundation, trust for foundation, and image for foundation. Second, the participants` recognition of foundation has significant effects on their trust for foundation and image for foundation.Third, the participants` trust for foundation has significant effects on their image for foundation. Fourth, the participants` trust for foundation and image for foundation have significant effect on their purchasing intention. Finally, the participants` purchasing intention has significant effects on their referral intention. Conclusion: Based on the study result, most of the mecenats need a long-term investment and a huge amount of investment to raise the recognition. However, the actual effect of the mecenats was not proven; so it`s hard for corporates to plan a long-term investment, resulting in low level of corporates` involvement in mecenats. However, it should be noted that mecenat is very effective for product image promotion. The findings of this study clearly shows that mecenat is the effective method for corporate communication.

스포츠산업,경영 : 기업커뮤니케이션 수단으로서의 스포츠스폰서십과 메세나의 인과적 모형 비교 연구

김용만(KimYong-Man),서희정(SeoHee-Jung),정희선(JungHee-Sun) 한국체육학회 2003 한국체육학회지 Vol.42 No.4

The purpose of this study is to identify how to arrive at the purchase intention, while designating sports sponsorship, used as a communications tool for a company, and the expected effect of Mecenat as the independent variables of corporate communications and corporate image, and setting the attitude toward product as a parameter variable. After verifying the GFI(Goodness of Fit Index) of the model, through theoretical hypotheses, the relationship between individual variables was verified, 510 university students, who were considered to be more familiar with the questionnaire items, were sampled through the convenient sampling method. With the effective samples of 486 out of 510, the SEM(Structural Equation Model) analysis was performed, using the statistical package AMOS 4.0. the results proved the appropriateness of the research model of sports sponsorship and Mecenat. After verifying each hypothesis, the results are as below. First, the value of corporate conmunications that sports sponsorship has didn't influence the attitude toward product of a sponsor, while the communications value of mecenat affected the attitude toward product of the company. Second, the value of corporate image of sports sponsorship and Mecenat were found to influence a sponsor and the attitude toward product of the company in Mecenat. Third, sports sponsorship and the attitude toward product of a company participating in Mecenat were analyzed to have an impact on the purchase intention. Fourth, the value of corporate image of sport sponsorship and Mecenat company were proven not to affect the purchase intention.