문화마케팅 유형별 활동이 소비자의 사용의도에 미치는 영향 : 국내 신용카드사를 중심으로

Abstract

Today's society indicated by the era of culture requires changes in the paradigm of corporate marketing. To meet this demand of the times, cultural marketing to occupy differential competitive advantage in advance by stimulation and persuasion of customer's emotion through cultural elements is getting a spotlight as a new marketing strategy. Thus, this study is to arrange basic guideline for corporations in planning and implementing cultural marketing by analysis of the influence of cultural marketing activities by the types on purchase intention. As the result from this study, all of above mentioned four types show positive influence on purchase intention of the use and of them, synthesis shows to have much more influence on purchase intention of the use. This result of study indicates to provide the useful guideline for corporations in their planning process of strategic cultural marketing as it arranges the empirical basis of the necessity of corporation's cultural marketing and also it shows cultural marketing's relative level of contribution by the types.