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The Effects of Food Service Establishment’s Cultural Marketing on Brand Image and Brand Loyalty
외식기업의 문화마케팅이 브랜드 이미지와 브랜드 충성도에 미치는 영향
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- 발행기관
- 관광경영학회 바로가기
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- 간행물
- 관광경영연구 바로가기
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- 통권
- 제21권 제1호 통권 74호 (2017.01)바로가기
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- 페이지
- pp.187-206
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- 저자
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- 언어
- 영어(ENG)
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- URL
- https://www.earticle.net/Article/A295290
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5,500원
원문정보
초록
- 영어
- Today, the importance of differentiated marketing activities in food service companies are highlighted consistently. Therefore, recognizing cultural marketing as a competitive tool to differentiate from competitors is necessary. Under the circumstances, related study should be undertaken in this area. The purpose of this study is to understand causal relation on how cultural marketing effects on brand image and brand loyalty. With the findings of this study, it can be used to help building a useful marketing strategy in food service area. Survey was conducted on customers who have used the franchised food service company in Seoul. Of total 225 survey were distributed, 197 usable responses were obtained for an empirical analysis. Frequency analysis, validity analysis, reliability analysis, and regression analysis were measured by using Spss 20.0 in this conducted survey. The dimensions pertaining to Cultural marketing include Culture Sales, Culture Sponsorship, Culture Synthesis, and Culture Style. The results can be summarized as follows: first, among cultural marketing factors, culture sales, culture sponsorship, and culture synthesis have shown a meaningful influence on brand image. second, brand image has a significant impact on brand loyalty. third, among cultural marketing factors, culture sales, culture sponsorship, and culture synthesis have shown a significant influence on brand loyalty. The results of this study indicate that utilizing cultural marketing as a proper marketing tool is an effective way for gaining differentiated company position with competitive advantages in a fierce market environment.
목차
ABSTRACT
Ⅰ. Introduction
Ⅱ. Literature review and hypotheses
1. Cultural marketing
2. Brand image
3. Brand loyalty
Ⅲ. Methodology
1. Research model and Questionnaire design
2. Definition and Measurement
3. Data collection and analysis
Ⅳ. Results
1. Demographic characteristics
2. Reliability and Validity Analysis
3. Hypothesis testing
Ⅴ. Conclusion
Reference
키워드
Marketing Brand Image Brand Loyalty Cultural Marketing.저자
간행물 정보
발행기관
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- 발행기관명
- 관광경영학회 [Tourism Management Research Organization]
- 설립연도
- 1997
- 분야
- 사회과학>관광학
- 소개
- 관광경영학을 실용학문의 체계로 확립하고 실천학문으로 정착시키기 위하여, 관광경영학문을 현실적응에 필요한 연구를 통해 국가관광정책의 방향을 제시하고, 관광사업자들에게는 실질적으로 도움이 되는 경영전략을 제공하며, 연구를 통하여 회원간의 친목도모와 정보교환을 함으로써 상호발전을 목적으로 한다.
간행물
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- 간행물명
- 관광경영연구 [Journal of Tourism Management Research]
- 간기
- 연7회
- pISSN
- 2092-528X
- 수록기간
- 1997~2021
- 십진분류
- KDC 326 DDC 338
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