The Impacts of Cultural Event on Corporate Image in Support of Mecenat

다국어 초록 (Multilingual Abstract)

The purpose of this study is to examine the effects of culture & art supported activities (corporate mecenat) on corporate image. Therefore this study investigated the effects of intended purity, public benefit and event favorability of a mecenat supported activity on corporate image through a demonstrative analysis. As a result of factor analysis, noncommercial character and commercial character were extracted from intended purity. Nonmaterial benefit and material benefit were extracted from public benefit. Luxury favorability and general favorability were extracted from event favorability. The results of the practical analysis can be summarized as follows. First, the noncommercial character positively impacts on the corporate image. Second, the nonmaterial benefit positively impacts on the corporate image. Third, the luxury favorability positively impacts on the corporate image. And the general favorability positively impacts on the corporate image too. The luxury favorability was more effective than the general favorability. Throughout the analysis, the factor of luxury favorability was most effective on the corporate image. Then, noncommercial character and nonmaterial benefit was important to customers of mecenat performance. Therefore, the person in charge of cultural event planning must take into account these different perceptions and considerations of cultural event participant and make more effort in developing marketing strategy that are unique and relevant to the ongoing mecenat and positively affect the corporate image.

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