Mediating effect of store attachment in formation of store emotions and patronage through art and culture sponsorship in retailing
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This research examined customer perceptions of the value and effectiveness ofretailers’ art and cultural sponsorship. In order to explain detailed values of culturalsponsorship, the values were classified into four categories: emotional, economic,relational, and socially responsible. This study proposed that these would affect thecustomer satisfaction which, in turn, has an effect on store attachment and storepatronage. In order to validate the research model, SEM (Structural Equation Model)was used through Lisrel 8.3. As a result of the study, all hypotheses were accepted,except the relationship between customer and store patronage. We supplementallyanalyzed the mediating effects of store attachment on customer satisfaction and storepatronage. This research broadens the scope of sponsorship marketing by consideringthe relationship between the benefits of sponsorship and customer emotion andcustomer behavior. This study has implications for marketing practictioners who wantto establish a long-term cultural marketing strategy and increase store patronagethrough store attachment.
Abstract
This research examined customer perceptions of the value and effectiveness ofretailers’ art and cultural sponsorship. In order to explain detailed values of culturalsponsorship, the values were classified into four categories: emotional, economic,relational, and socially responsible. This study proposed that these would affect thecustomer satisfaction which, in turn, has an effect on store attachment and storepatronage. In order to validate the research model, SEM (Structural Equation Model)was used through Lisrel 8.3. As a result of the study, all hypotheses were accepted,except the relationship between customer and store patronage. We supplementallyanalyzed the mediating effects of store attachment on customer satisfaction and storepatronage. This research broadens the scope of sponsorship marketing by consideringthe relationship between the benefits of sponsorship and customer emotion andcustomer behavior. This study has implications for marketing practictioners who wantto establish a long-term cultural marketing strategy and increase store patronagethrough store attachment.
참고문헌 (28)
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