기업의 메세나 활동이 기업 이미지 및 평판, 구매의도에 미치는 영향에 관한 연구：네이밍 조절효과를 중심으로

초록

Corporate mecenat activities on classic performance have become widespread and new way of mecenat through naming has come to the fore. Nevertheless, studies on the mecenat still are very limited. Based on these problems, the purposes of this thesis are not only to investigate relation between corporate mecenat and corporate image, corporate reputation, purchase intention, but also to verify naming as a moderating variable. To analyse purposes, pre－survey and questionnaire survey was carried out. Total 246 sheets were collected for an empirical analysis with SPSS program and AMOS program. The results attained are as follows；First, all independent variable except commercial patronage factor has an effect on corporate image positively, on the other hand, noncommercial patronage factor and event favor factor are showed significant influence on corporate reputation. Second, the result is showed that corporate image has strong influence with corporate reputation, also corporate image and corporate reputation have significant influence on purchase intention. Third, naming spectrum has moderating effect between mecenat－related factor and corporate image, corporate reputation. This study contribute to expansion of mecenat research area from pre－existing study. In addition, thereby verifying moderation effect of naming in culture & arts field, this study can help companies to build an appropriate naming mecenat strategy effectively.

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