문화이벤트 참가자의 기업이미지 형성에 관한 연구 - 기업메세나 공연을 중심으로 -
The Impacts of Cultural Event on Corporate Image - Focusing on Corporation Mecenat -
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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.
Abstract
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.
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