Collaboration Strategies of Fashion Companies and Customer Attitudes

Eunha Chunt,Linda S. Niehm 한국마케팅과학회 2010 마케팅과학연구 Vol.20 No.1

Collaboration strategies entail infonnation sharing and other varied fonns of cooperation that are mutually beneficial to the company and stakeholder groups. This study addresses the specific types of collaboration used in the fashion industry while also examining strategies that have been most successful for fashion companies and perceived benefits of collaboration fi'om the customer perspective. In the present study we define fashion companies and brands as collaborators and their pmtners or stakeholders as collaboratees. We define collaboration as a cooperative relationship where more than two companies, brands or individuals provide customers with beneficial outcomes utilizing their own competitive advantages on an equal basis. Collaboration strategies entail infOlmation sharing and other varied fonns of cooperation that are mutually beneficial to the company and stakeholder groups. Through collaboration, fashion companies have pursued both tangible differentiation, such as design and technology applications, and intangible differentiation such as emotional and psychological benefits to customers. As a result, collaboration within the fashion industry has become an important, value creating concept. This qualitative study utilized case studies and in-depth interview methodologies to examine customers' attitudes concerning collaboration in the fashion industry. A total of 173 collaboration cases were identified in Korean and international markets from 1998 through December 2008, focusing on fashion companies. Cases were collected from documented data including websites and induSl1y data bases and top ranked pOltal search sites such as: Rankey.com; Navel', Dawn, and ate; and representative fashion infonnation websites Samsungdesignnet and Firstviewkorea. Cases were collected between ovember 2008 and FeblUmy 2009. Cases were selected for the analysis where one or more pmtners were associated with the production of fashion products (excluding textile production), retail fashion products, or designer services. Additional collaboration case information was obtained from news mticles, periodicals, intemet portal sites and fashion inforn1ation sites as conducted in prior studies (Jeong and Kim 2008; Park and Park 2004; Yoon 2005). In total, 173 cases were selected for analysis that clearly exhibited the benefits and outcomes of collaboration efforts and strategies between fashion companies and stakeholders. Findings show that the overall results show that for both partners (collaborator and collaboratee) participating III collaboration, that the major benefits are reduction of costs and risks by sharing resource such as design power, image, costs, technology and targets, and creation of synergy. Regarding types of collaboration outcomes, product/design was most important (55%), followed by promotion (21 %), price (20%), and place (4%). This result shows that collaboration plays an important role in giving life to products and designs, particularly in the fashion industry which seeks for creative and newness. To be successful in collaboration efforts, results of the depth interviews in this study confinn that fashion companies should have a clear objective on why they are doing the collaboration. After setting the objective, they should select collaboratees that match their brand image and target market, make quality co-products that have definite concepts and differentiating factors, and also pay attention to increasing brand awareness. Based on depth interviews with customers customer benefits were categOlized into six factors: pursuit fo; individual character; pursuit for brand; pursuit for scarcity; pursuit for fashion; pursuit for economic efficiency; and pursuit for sociality. Customers also placed more impOItance on imao-e 0' reputation, and trust of brands regarding the cases shown in the interviews.

이모티콘 관심도가 콜라보레이션 패션 상품 구매의도에 미치는 영향 - Preacher & Hayes의 매개효과 분석을 적용하여 -

이상인,유지헌 한복문화학회 2020 韓服文化 Vol.23 No.2

Recently, the fashion industry collaborates with mobile messenger emoji to create fashion products. However, consumer behavior research on fashion collaboration with emoji is very limited. This study investigates female college students’ attitudes and purchases intentions toward fashion collaboration with emoji. SPSS 21.0 was used for the empirical analysis, and frequency analysis, multiple response analysis, exploratory factor analysis, reliability test, and mediating effect analysis using process macro by Preacher & Hayes were performed. The results show that there were fewer consumers who own fashion goods than those who do not. Accessories were the most popular collaboration products. The present study showed that consumers’ interest in emoji directly affected consumers’ purchase intentions toward emoji collaborations, and consumers’ interest in emoji collaborations has a mediating role between interest in emoji and purchase intention toward emoji collaborations. Consumers’ interest in emoji has a direct effect on consumers’ intention to purchase fashion collaboration emojis when controlling interest in fashion collaboration emojis. In other words, the interest in emoji has a positive effect on the purchase intentions of fashion goods collaboration with emoji. Fashion collaborations with emoji help fashion brands form positive attitudes and brand image. For a newly established brand, collaboration with emoji will be effective brand advertising. Emoji collaborations will be used as a visual merchandising display technique and will be beneficial to fashion brands. Moreover, it will be effective for creating demand and exclusivity through low production volume. 최근 패션산업에서는 모바일 메신저 캐릭터인 이모티콘과의 콜라보레이션 마케팅이 활발하게 진행되고 있다. 그러나 이모티콘 콜라보레이션 패션 상품에 대한 소비자 행동을 분석한 연구는 매우 부족한 실정이다. 그렇기에 본 연구에서는 여대생 소비자를 대상으로 현재 많은 산업에서 활용되고 있는 이모티콘 콜라보레이션 패션 상품에 대한 태도와 구매의도를 분석하고자 한다. 실증 분석을 위해 SPSS 21.0을 사용하였으며, 빈도분석, 다중응답분석, 탐색적 요인분석, 신뢰도 분석과 Preacher & Hayes의 프로세스 매스로를 사용하여 매개효과 분석을 실시하였다. 분석 결과, 이모티콘 콜라보레이션 패션 상품을 소유한 소비자가 소유하지 않은 소비자보다 적은 것으로 나타났고, 여대생 소비자가 가장 많이 소유한 이모티콘 콜라보레이션 패션 상품은 액세서리류 인 것으로 확인되었다. 매개효과 분석 결과, 이모티콘에 대한 관심도가 이모티콘 콜라보레이션 패션 상품 구매의도에 유의미한 영향을 미치는 것으로 나타났고, 이모티콘 콜라보레이션 패션 상품 관심도가 이모티콘 관심도와 이모티콘 콜라보레이션 패션 상품 구매의도 사이에서 매개적인 역할을 하는 것으로 확인되었다. 또한 이모티콘 패션 상품 관심도를 제약(통제)했을 때에도 이모티콘 관심도가 이모티콘 콜라보레이션 패션 상품 구매의도에 미치는 영향에 있어 직접효과가 있는 것으로 확인되었다. 이는 이모티콘 관심도는 이모티콘 콜라보레이션 패션 상품 구매의도에 긍정적인 영향을 미친다는 결과로 이모티콘과의 콜라보레이션은 브랜드에 대한 인식과 긍정적인 태도 형성에 도움을 줄 수 있을 것으로 사료된다. 그렇기에 새로 런칭한 브랜드에서 이모티콘과의 콜라보레이션 프로젝트를 진행하는 것이 브랜드를 광고(홍보)하는 데 효과적일 것으로 본다. 또한 패션 브랜드에서 이모티콘과의 콜라보레이션을 진행할 때 비주얼 머천다이징 전략을 통해 브랜드를 홍보하는 것이 효과적일 것으로 본다. 또한 패션 브랜드에서 이모티콘과의 콜라보레이션 패션 상품을 전개할 때 다품종 소량생산을 통해 희소성을 높이는 것이 효과적일 것으로 사료된다.

Collaboration Strategies of Fashion Companies and Customer Attitudes

전은하,Linda S. Niehm 한국마케팅과학회 2010 마케팅과학연구 Vol.20 No.1

Collaboration strategies entail information sharing and other varied forms of cooperation that are mutually beneficial to the company and stakeholder groups. This study addresses the specific types of collaboration used in the fashion industry while also examining strategies that have been most successful for fashion companies and perceived benefits of collaboration from the customer perspective. In the present study we define fashion companies and brands as collaborators and their partners or stakeholders as collaboratees. We define collaboration as a cooperative relationship where more than two companies, brands or individuals provide customers with beneficial outcomes utilizing their own competitive advantages on an equal basis. Collaboration strategies entail information sharing and other varied forms of cooperation that are mutually beneficial to the company and stakeholder groups. Through collaboration, fashion companies have pursued both tangible differentiation, such as design and technology applications, and intangible differentiation such as emotional and psychological benefits to customers. As a result, collaboration within the fashion industry has become an important, value creating concept. This qualitative study utilized case studies and in-depth interview methodologies to examine customers’ attitudes concerning collaboration in the fashion industry. A total of 173 collaboration cases were identified in Korean and international markets from 1998 through December 2008, focusing on fashion companies. Cases were collected from documented data including websites and industry data bases and top ranked portal search sites such as: Rankey.com; Naver, Daum, and Nate; and representative fashion information websites, Samsungdesignnet and Firstviewkorea. Cases were collected between November 2008 and February 2009. Cases were selected for the analysis where one or more partners were associated with the production of fashion products (excluding textile production), retail fashion products, or designer services. Additional collaboration case information was obtained from news articles, periodicals, internet portal sites and fashion information sites as conducted in prior studies (Jeong and Kim 2008; Park and Park 2004; Yoon 2005). In total, 173 cases were selected for analysis that clearly exhibited the benefits and outcomes of collaboration efforts and strategies between fashion companies and stakeholders. Findings show that the overall results show that for both partners (business and customer) participating in collaboration, that the major benefits are reduction of costs and risks by sharing resource such as design power, image, costs, technology and targets, and creation of synergy. Regarding types of collaboration outcomes, product/design was most important (55%), followed by promotion (21%), price (20%), and place (4%). This result shows that collaboration plays an important role in giving life to products and designs, particularly in the fashion industry which seeks for creative and newness. To be successful in collaboration efforts, results of the depth interviews in this study confirm that fashion companies should have a clear objective on why they are doing the collaboration. After setting the objective, they should select collaboratees that match their brand image and target market, make quality co-products that have definite concepts and differentiating factors, and also pay attention to increasing brand awareness. Based on depth interviews with customers, mutual benefits were categorized into six factors: pursuit for individual character; pursuit for brand; pursuit for scarcity; pursuit for fashion; pursuit for economic efficiency; and pursuit for sociality. Customers also placed more importance on image, reputation, and trust of brands regarding the cases shown in the interviews. The overall results show that for both partners participating in collaboration, that the major benefits are reduction of cost...

양.한방협진제도에 대한 직장인들의 태도

구제길,노홍인,홍선미,강인숙,이영호,한동운,Goo, Je-Gil,No, Hong-In,Hong, Sun-Mee,Kang, In-Sook,Lee, Young-Ho,Han, Dong-Woon 대한예방한의학회 2009 대한예방한의학회지 Vol.13 No.2

Background and Objectives: The purpose of the study was to explore the attitude of workers toward a system of collaborative hospital practice between western and traditional Korean medicine, to identify factors influencing this attitude, and discuss the reasons socioeconomic groups' differences. Method: The data were collected with a questionnaire for this study from 14 April 2009 to 1 May 2009. Data were analyzed mainly via non-parametric statistics and logistic regressions utilising SPSS 17.0 (Statistical Package for the Social Sciences) to determine the workers' attitude about the hospital system and to predict factors contributing to positive attitudes. Results: A total of 1,260 workers working for large factories in Gwangju Metropolitan City. Findings confirmed that more than 40% of the workers show interest in the system and about 44% of the workers also express positive attitudes. Factors found to influence the workers' response included marital status, income level, health status, experience in complementary medicine services, the number of health care facilities' visit. Conclusions: The prospects to establish the system of collaborative hospital practice as reflected by the workers' view about the Korean health care service delivery system. Their attitudes toward the system differed among socioeconomic groups. Government and health care providers should identify the socioeconomic subgroups' demands and opinions in order to find and develop measures of integrating western and traditional Korean medicine in health care facilities.

IMC 전략을 통한 패션 & 뷰티 분야의 아트 콜래보레이션 상호 연관 분석

한정아 ( Han Chungah ) 한국디자인트렌드학회 2010 한국디자인포럼 Vol.27 No.-

소유보다 접속과 공유가 중요한 네트워크 시대에, 글로벌 기업들은 21세기형 비즈니스 모델로 하이 컨셉인 `콜래보레이션`을 선택하고 있다. 성공하는 기업은 통합적인 마케팅 커뮤니케이션 IMC (Integrated Marketing Communication) 로 인지되며, 차별화를 꾀하고 있다. 아트 콜래보레이션 전략은 새로운 기술력 없이도 기존 제품에 새로운 예술 디자인을 접목함으로써 제품을 디자인 관점에서 차별화하여 현재 시장의 포지션을 강조하고 그 분야에서의 위치를 굳건히 하는데 목적이 있다. 새로운 잠재고객 발굴이 아닌 두 브랜드의 기존고객을 공유하는데 의미를 두고, 체계적인 IMC와 아트 콜래보레이션을 통해 편안함과 호감을 증가시키며, 소비자를 획득, 유지, 증가시키며 제품 브랜드를 소비자에게 더욱 친숙하게 하고 있다. IMC의 차별화된 일관성으로 각기 다른 브랜드간의 상호 긴밀함과 효과적인 커뮤니케이션의 동참으로 서로의 마케팅을 상승시키며 효과적인 아트 콜래보레이션이 가능하다. 그 중 차별화될 수 있는 독창성과 최근 소비자의 감성이 중요시되면서 `재미`는 매출 구매의 중요한 척도로 부각되고 있다. 특히 아트 콜래보레이션 제품에 `재미`를 가미하는 것은 소비자 관심과 매출 두 가지 요소를 모두 충족시키기 위한 필수 조건이다. 유사하거나 동류의 뷰티& 패션 콜래보레이션의 조합은 브랜드 결합에 있어서 파트너 선정이 브랜드 이미지 결정과 콜래보레이션 성공의 가장 중요한 요인 중 하나로 긍정적 영향을 미치며, 뷰티 및 패션브랜드와 아트 콜래보레이션에 관여도에서 유의한 차이가 있는 것으로 나타났다. 아트 콜래보레이션은 소비자의 연령층을 다양화하며 예술적이고 심미적이면서, 독창성과 더불어 재미있는 요소를 원하는 소비자의 이목을 집중시킬 호기심과 흥미유발로 재미 요소를 가미해 소비자에게 매출 및 인지도 향상에 중요한 역할을 하고 있다. Art collaboration is much more effective than the existing brand images in the aspect of uniqueness, fun, and interest in the fashion and cosmetic brands. Because it is relatively new, art collaboration seems to have lessened the effect regarding aptitude and favoring preference. Therefore, there is a need to change people`s understanding of art collaboration though advertisement or promotions with integrated marketing communication strategy such as PR, direct marketing, personal selling, sales promotion, or relationship marketing in the fashion and cosmetic brands establishing the IMC strategy of Collaboration through the related article search and case studies from the quantitative analyses in the fashion and cosmetic brands. Art collaboration includes the visual expression factors of brand identities as standard and suggests a practical direction based on experimental researches in the fashion and cosmetic brands. The art collaboration brand is related to people`s attitude, which is a dependent variable, through the IMC has been analysed in four dimensions, in terms of its aptitude, uniqueness, interest, and preference. The brand effect is also another significant factor regarding brand attitude which follows focused IMC directly to the expressive art collaboration and the existing brand attitude. IMC is shown by the positive attitude and the brand image preference of the manufacturing company is more increasing.

스포츠브랜드 콜라보레이션 제품의 브랜드적합성이브랜드동일시, 브랜드태도, 구매의도에 미치는 영향

이정학,이재문,이지혜 한국사회체육학회 2018 한국사회체육학회지 Vol.0 No.74

This study investigates the causal relationship among the brand fit of sports brand collaboration products, brand identification, brand attitude, and purchase intention. It also provides an effective collaborative marketing strategy. For the purpose, we surveyed university students and graduate students at the universities in Seoul & Gyeonggi province, and selected 333 copies as the final sample. As a method of analysis, frequency analysis, descriptive analysis, confirmatory factor analysis, reliability analysis, correlation analysis, and structure equation modeling were performed using SPSS & AMOS 18.0 program. The results are as follows: First, brand fit of sports collaboration products had a significant effect on brand identification. Second, brand fit of sports collaboration products had a significant effect on brand attitude. Third, brand fit of sports collaboration products did not have a significant effect on purchase intention. Fourth, brand identification of sports collaboration products had a significant effect on brand attitude. Fifth, brand identification of sports collaboration products did not have a significant effect on purchase intention. Sixth, brand attitude of sports collaboration products had a significant effect on purchase intention. Therefore, the results of this study will be a data base for more effective collaboration marketing strategy.

고등학교 학생들의 협력적 문제해결에 대한 인식과 과학 관련 태도 조사 연구

이원철,심규철 한국생물교육학회 2022 생물교육 Vol.50 No.2

The purpose of this study was to investigate the perception of high school students about the collaborative problem-solving and the science-related attitudes. The instrument of surveying their perceptions about the collaborative problem-solving consists of 26 items (Likert 5-point scale) and 5 domains such as representing, sharing, comparing & selecting, co-constructing, and maintaining teamwork. And the instrument of surveying their science-related attitudes consisted of 20 items (Likert 5-point scale) and four domains such as the scientific inquiry, the social implications of science, the normality of scientists and the enjoyment of science lessons. Subjects were 373 high school students who were 169 males and 204 females. They had positive perception about collaborative problem-solving in science class. Female students perceived more positively about collaborative problem- solving than males. They had slightly positive science-related attitudes, and there was not significant difference between the science-related attitudes of females and males. The correlation between the perception of collaborative problem-solving and the science-related attitudes was very high. The results implied that the potentials can be useful of learning strategies to actively use collaborative problem-solving in science classes. Otherwise, it suggested that it should be considered the ways to cultivate science-related attitudes in high school science classes.

스포츠브랜드 콜라보레이션 유형이 브랜드 태도에 미치는 영향: 희소성 메시지와 독특성 욕구의 조절 효과

황동규 ( Dong-kyu Hwang ),한진욱 ( Jin-wook Han ) 한국체육학회 2020 한국체육학회지 Vol.59 No.3

본 연구는 스포츠브랜드의 콜라보레이션 유형(동질 vs. 이질)이 소비자의 브랜드 태도에 미치는 영향에 있어 희소성 메시지(유/무)와 독특성 욕구 수준의 조절효과를 규명하는데 목적이 있다. 이러한 연구목적을 달성하기 위해 스포츠브랜드 콜라보레이션 제품을 구매할 계획을 가지고 있거나 스포츠브랜드 콜라보레이션 제품을 직접 구매한 경험이 있는 소비자를 대상으로 비확률표본추출법 중 판단표본추출법을 통해 설문지를 배포하여 총 144부의 유효 표본을 수집하여 자료분석을 실시하였다. 자료처리는 SPSS 23.0을 통해 빈도분석, 탐색적 요인분석, 신뢰도 분석, 상관분석 및 이원분산분석을 실시하였다. 연구 결과에 따르면, 첫째, 스포츠브랜드 콜라보레이션 유형(동질 vs. 이질)은 브랜드 태도에 유의한 영향을 미치는 것으로 나타났다. 둘째, 스포츠브랜드 콜라보레이션 유형이 브랜드 태도에 미치는 영향은 희소성 메시지(유/무)에 따라 차이가 있는 것으로 나타났다. 셋째, 스포츠브랜드 콜라보레이션 유형이 브랜드 태도에 미치는 영향은 독특성 욕구 수준(고/저)에 따라 차이가 있는 것으로 나타났다. 이와 함께 연구 결과에 따른 논의와 제언을 제시하였다. The purpose of this study was to examine the moderating effects of scarcity message and need for uniqueness in the relation between sports brand collaboration type and brand attitude. Toward this end, a total of 144 usable data was collected with purposive sampling method. Data analyses included frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, and two-way ANOVA with SPSS 23.0. The results of this study were as follows. Firstly, sports brand collaboration type had a significant effect on brand attitude. Secondly, the effect of sports brand collaboration type on brand attitude was different depending on the presence of scarcity message. Thirdly, the impact of sports brand collaboration type on brand attitude was different depending on consumer’s need for uniqueness. Discussions and additional implications were also suggested.

지역관광브랜드 콜래보레이션 편익이 지역관광브랜드 태도에 미치는 영향 : 서울과 파리 관광브랜드의 콜래보레이션을 중심으로

정유준 관광경영학회 2014 관광경영연구 Vol.60 No.-

This study is to analyze the effects of benefits through regional tourism brand collaboration between Seoul and Paris on the regional tourism brand(Hi Seoul) attitude of the residents living in Seoul city. The ultimate objective is to verify the effect of collaboration in regional tourism brand, and suggest the good direction how to make the competitive regional tourism brand in tourism market. In order to achieve this purpose, the study limited Seoul city as the regional range, the subject of study were selected as the residents living in the city, and asked them to assume the situation collaborating Seoul and Paris tourism brands. The 339 copies were used for the final analysis. IBM SPSS 21.0 program was used for the empirical analysis. The results are as following; First, the regional tourism brand benefits, symbolic and economic benefits, affected significantly residents’ regional tourism brand attitude. Second, regional tourism brand benefits affected its collaboration benefits. Fourth, the benefits of regional tourism brand collaboration, with the exception of the experiential benefits, affected the residents’ attitude to the original regional tourism brand in a positive way after finishing its collaboration between Seoul and Paris. Fifth, the average of the numerical value of residents’ attitude to the original regional tourism brand after finishing brand collaboration is higher than its average before the collaboration. The managerial implications stemming from the empirical findings were also discussed.

아트와 제품 간의 적합성이 브랜드 태도 및아티스트에 대한 태도에 미치는 영향

서혜연,김향미,전수진 한국예술경영학회 2016 예술경영연구 Vol.0 No.38

In recent decade, various forms of art marketing practices such as art infusion or art collaboration cases have been prominently found. Legendary art masterpieces are now can easily be found via TV commercials as well as through product packages in regular convenient stores. Moreover, artists are now are deeply engaged in the marketing planning initiation stages and continue exploring the scope of art marketing practices. Thus, consumers can easily access or participate in various types of art marketing and also the interests in the art marketing study are increasing by both institutions and marketing experts. Art marketing involves two conjoint academic perspectives, a form of art as an aesthetic approach and a form of marketing as a business approach. However, existing studies were mainly driven by marketing perspective, focusing its effectiveness measurement as a limited marketing tool or tactic. This study aims to extend its existing study’s limitation by approaching from an interdisplinary and holistic perspective and to validate art marketing’s effectiveness both from the point view of a brand owner and an art creator. It also investigates a potential sweet spot or ways of working process to achieve a successful art marketing case from both sides. In order to measure effectiveness, the fitness of different art types and product categories and how it influences brand attitude and artists’ attitude has been investigated. As a result, the higher fitness of the product category and the art work lead to the positive attitude effect for both brand and artist’s attitude. In particular, hedonic products (alcohol) showed higher fitness with art marketing than utilitarian products (water) and also leads to more positive influence to both brand attitude and artist’s attitude. As a key result of the study, it empirically proved that art marketing is more impactful for hedonic products/brand than utilitarian products/brand. 최근 10년간 아트 마케팅, 아트 인퓨전, 아트 콜레보레이션 등의 다양한 예술 관련 마케팅이 나타나면서 미술관에서나 볼 수 있던 명화를 TV 광고 뿐만 아니라 편의점에서 일상적으로 구매하는 제품의 패키지에서도 쉽게 찾아 볼 수 있다. 이처럼시장에서 다양한 방식의 아트 활용으로 인해 이 분야에 대한 연구 역시 증가하고있으며, 특히 마케팅 분야에서 관련 연구들을 찾아볼 수 있다. 주로 아트 마케팅에대한 효과를 마케팅 관점에서 접근하여 브랜드 인지효과, 브랜드 태도, 브랜드 이미지 태도, 구매 의도 등에 초점을 맞춘 연구들이 많은 편이다. 최근에는 여러 아티스트가 마케팅 기획 단계에서부터 직접 참여하는 등 그 영역을넓히기 시작하면서 아티스트들이 이를 대중과의 거리를 좁히고 본인들의 인지도를높이는 기회로 활용할 가능성이 높아지고 있다. 본 연구에서는 기존 연구에서 많이다루지 않았던 아티스트에 대한 태도와 제품 유형(쾌락적, 실용적 제품)에 대한 적합성을 추가적으로 살펴봄으로써 선행연구의 한계점을 보완 확장시키고자 하였다. 이를 위해 본 연구에서는 아트 마케팅과 제품과의 적합성이 브랜드 태도 및 아티스트에 대한 태도에 미치는 영향을 살펴봄으로써, 마케팅 관점과 예술 관점에서 아트마케팅의 효과를 동시에 확인할 수 있었다. 그 결과, 아트 마케팅과 제품과의 적합성이 높을수록 브랜드 및 아티스트에 대해 보다 긍정적인 태도를 형성하는 것을 알수 있었다. 특히 제품 유형에 따라서는 쾌락적 제품(술)이 실용적 제품(물)에 비해아트 마케팅과의 적합성이 더욱 높게 나타났으며, 브랜드 태도 및 아티스트에 대한태도가 더욱 호의적인 것으로 나타나 아트 마케팅을 실용적 제품에 활용하는 것 보다는 쾌락적 제품에 활용하는 것이 보다 효과적인 것을 실증적으로 확인할 수 있었다.