문화마케팅이 기업이미지와 고객충성도 및 추천의도에 미치는 영향: 국내 카드사를 중심으로

초록

This study analyzes the effects of culture marketing on brand attitude, customer loyalty and recommendation intention, and focuses on the case for credit card companies in Korea and commits a survey for credit card users. We hope to provide strategic implications for more effective culture marketing that can be well matched to different classes of credit card users. First, we found that two subcategories of culture marketing, culture sales and culture sponsorship, have positive effects on the enterprise-image. Secondly, enterprise-image influences to brand attitude, customer loyalty and recommendation intention positively. Based on those empirical evidences, we suggest that companies and market administrators should satisfy customers’ needs through common market strategy as well as culture marketing. Lastly, our empirical evidence implies that culture sales and culture sponsorships play an important role in forming a positive enterprise-image.

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