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The Effects of Cultural Marketing on Brand Equity in the Food Service Industry :Focused on the Moderating Effect of Female Consumer Shopping Value
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외식기업 문화마케팅이 브랜드 자산에 미치는 영향: 여성 소비자 쇼핑가치를 조절효과로

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Type
Academic journal
Author
Kim Geon-Whee (장안대학교)
Journal
The Korea Academic Society Of Tourism And Leisure Journal of Tourism and Leisure Research Vol.31 No.8(Wn.144)
Published
2019.8
Pages
233 - 250 (18page)
DOI
10.31336/JTLR.2019.8.31.8.233

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The Effects of Cultural Marketing on Brand Equity in the Food Service Industry :Focused on the Moderating Effect of Female Consumer Shopping Value
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Abstract· Keywords

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The purpose of this study is to investigate the effect of cultural marketing on the brand equity and the variables controlling the female consumer shopping value. The questionnaire survey was conducted from May 01, to May 31, 2019. The subjects of the survey were female consumers who visited a restaurant in Seoul city. The results of this study are as follows. First, cultural marketing and brand image of restaurants Cultural promotions, cultural production, and cultural firms were found to have a significant influence on brand quality. Cultural marketing activities of restaurants have more sub - factors on brand image than perceived quality of consumers. Second, the effect of the shopping value of the female consumer on the cultural marketing and the perceived quality Cultural Promotion Practical Shopping Value, Culture Support Practical Shopping Value has significant positive control effect. The results of this study are different from those of previous studies because practical shopping value has become a controlling variable and influenced cultural promotions and cultural support. Third, the value of female consumers" hedonic shopping has a positive moderating effect on both cultural marketing and perceived quality.
#외식기업(Food Service Industry) #문화마케팅(Culture Marketing) #브랜드자산(Brand Equity) #쇼핑가치(Shopping Value)

Contents

Abstract
I. 서론
II. 이론적 배경
III. 연구방법
IV. 실증분석
V. 결론 및 시사점
참고문헌

References (32)

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곽철우 / 2013 / 관광기업 문화마케팅이 기업이미지, 브랜드 자산 및 관계지속의도에 미치는 영향 : 항공사와 여행사를 중심으로 dbpia 김선우 / 2006 / 중저가 화장품 점포속성 평가와 쇼핑가치 지각이 만족에 미치는 영향 / 한국의류학회 학술발표논문집 google schola 김성철 / 2007 / 지역 문화마케팅이 브랜드자산과 구매의도에 미치는 영향에 관한 연구 google schola 김은영 / 2010 / 온라인에서의 양면적 쇼핑가치가 패션제품의 온라인 구전과 구매행동에 미치는 영향 google schola 김형수 / 2009 / 고객관계관리 전략 원리와 응용 / 사이텍미디어 google schola

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UCI(KEPA) : I410-ECN-0101-2019-323-000968991