기업의 문화지원 시 새로운 문화 마케팅 브랜딩이 기업 이미지에 미치는 영향

Abstract

Recently global companies face more and more intensive competition by increasing the number of alternatives to meet customer’s needs because of rapid technology improvement and strong customer relationships. By dramatically changing of global market environments, culture marketing has been recognized as a new marketing tool. Culture marketing is defined as one of the marketing techniques using culture as a key means to carry out long term and strategic marketing activities. The leading global companies have already considered culture marketing as a competitive edge. However, their attitudes are not strong and energetic toward culture marketing because it’s more difficult to estimate ROI (Return on Investment) compared to other marketing activities and its’ returns can be realized in a long-term. As a result the studies of strategies for effective culture marketing have not been conducted widely. Thus, we suggest that ‘branding’ for the culture marketing can be an effective strategy to enhance corporate images. We analyzed how different corporate images between establishing a new brand for culture marketing activities and not doing it. The corporate images used in surveys consist of three components such as business conduct/marketing factors, social conduct/marketing factors and contribution factors by Winters(1986). As a result of the experiments, the three factors of customers’ corporate image were improved when the corporate is branding the culture marketing activities. In other words, customers’ corporate image can be improved by not only contribution factors which are the main point of view in corporate culture marketing by but also the other factors. This study suggests more effective culture marketing strategies for the companies.