기업의 문화마케팅활동이 소비자의 호혜성 지각, 기업신뢰 및 구매의도에 미치는 영향

Abstract

Modern consumers are no longer satisfied only with price or quality, they seek to satisfy themselves by higher levels of consumption that meets their cultural and emotional needs. Modern consumers select products or services, which understand their values and culture and reflects emphasis on the symbolism of consumption. Therefore, companies are focusing on cultural marketing activities as a new marketing strategy in order to respond to changing needs of their consumers. Corporate strategies focusing on culture marketing activities mainly provides products and services that meets the cultural needs of consumers. By incorporating culture marketing strategies, company seeks to improve its image. Hence, corporate marketing strategies related to culture facilitate to have a positive impact on the corporate image. According to previous researches, which are limited only with focus on identifying associated relationship between corporate cultural activities and corporate image, which calls for further attention. This study further extends previous research to investigate the effect produced by corporate cultural marketing activities on consumer's reciprocity perception, trust and purchase intention. So, this study relates on how corporate cultural marketing activities increases a corporate image and effects on consumer's reciprocity perception, trust and purchase intention. The fact which is needed to understand is how a consumer perceives the image of the corporate that carries out the corporate cultural marketing activities and how corporate image effects consumer's reciprocity perception, trust and intention of buying products of the company. Based on the literature review, this study proposes a research model and on the basis of 200 valid responses obtained through a survey is used to analyze and test the hypotheses proposed. The data from this study shows several clear, consistent and theoretically important relationships. Corporate cultural marketing activities has a positive effect on three dimensional concept of corporate image,(business conduct image, contributions image, social conduct image). The result of this study clearly shows that, business conduct image has significant result with trust however, it has insignificant outcome in terms of reciprocity preception. In case of social conduct image, it shows significant outcome with reciprocity perception but insignificant with trust. Also, contribution image shows significant result with both reciprocity perception and trust. Further, consumer's reciprocity perception and trust has positive effects on purchase intention. Therefore, this study shows when reciprocity perception and trust is high it directly results into increase in purchase intention. Lastly, theoretical and practical implications, limitations of the study, and future research directions are discussed in conclusion.