Earticle

초록

영어

It is defined that the 21st century is the era of information and technology. The 21st century is changing to a period of culture and art. The most representative and emerging elements of cultural marketing are cultural promotion, cultural synthesis and cultural style. This study not only analyzes empirical effects of cultural marketing on art marketing but also reveals how art marketing has an influence on recommendation. In addition, we analyzed empirical effects of cultural marketing and art marketing on recommendation depending on premium price, showing the strategies that enlarge the company identity based on cultural context. Two preliminary researches have been conducted through 25 marketing professors and graduate course students in order to choose products, brand name and artworks, which would match with the purpose of this study. The conclusion of this study shows that the cultural marketing has partial effects on the art marketing. It also has partial effects on art marketing depending on the premium price. Finally, the premium price has positive moderate effects on recommendation of art marketing.

목차

Abstract
 1. Introduction
 2. Theoretical Background and Hypothesis
  2.1. Cultural Marketing Type
  2.2. Art Marketing and Recommendation
  2.3. The Moderation Effect to Premium Price
 3. Research Model and Method
  3.1. Research Model
  3.2. Experimental Design
  3.3. Scale Measures
 4. Methodology
  4.1. Confirmory Factor and Correlation Analysis
  4.2. Hypothesis Testing and Moderating Effects
 5. Conclusions
 References

키워드

저자

• Gantumur Khongorzul [ Dept. of Business Administration, Gyeongsang National University, 501, Jinju-Daero, Jinju 660-701, South Korea ]
• Jeong Suk Noh [ Dept. of Business Administration, Gyeongsang National University, 501, Jinju-Daero, Jinju 660-701, South Korea ]
• Hyong Yu Jang [ Dept. of Business Administration, Gyeongsang National University, 501, Jinju-Daero, Jinju 660-701, South Korea ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  International Journal of u- and e- Service, Science and Technology

• 간기

  격월간

• pISSN

  2005-4246

• 수록기간

  2008~2016

• 십진분류

  KDC 505 DDC 605