A Study on the Impact of Cultural Contact Service on Brand Equity

• 발행기관: 한국유통과학회
• 저자명: Ok-Chul SHIN Jin-Woo PARK
• 간행물 정보: 『유통과학연구(JDS)』제18권 제6호, 15~24쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2020.06.30

영문 초록

Purpose: The ultimate purpose of this research is to analyze the influence of direct service experience on brand equity components and continuance intention by focusing on cultural marketing at airport, as a huge market place. Design/methodology: This study examines how the cultural contact experience of an airport s cultural marketing activities affect the brand equity components, as well as how these factors affect the continuance intention. A questionnaire survey is conducted for airport users and a total of 313 copies of the questionnaire are analyzed using a structural equation. Results: The results demonstrate that cultural contact service has a positive effect on brand awareness, brand meaning, and perceived value, and all factors of brand equity components have a positive effect on continuance intention. In addition, MTE also has a significant effect on continuance intention. Conclusions/implications: The purpose of this study was to investigate the relationship between the cultural contact and brand attachment of tourists experiencing airport cultural marketing services on the composition factors of airport brand equity. The results of this study can be used not only as basic data to help establish a cultural marketing strategy at an airport, but also as to aid establishing and implementing a long-term marketing strategy for the sustainable growth of an airport.

목차

1. Introduction

2. Theoretical Background

3. Methodology

4. Empirical analysis

5. Conclusion

References

키워드

Cultural Marketing Market Place Cultural Contact Brand Attachment Brand Equity