기업의 문화마케팅 활동이 고객충성도에 미치는 영향: 기업이미지의 매개역할

Abstract

This study relates on how corporate cultural marketing activities increases a customer loyalty and effects on consumer's perception toward corporate image. According to the results of this study, it clearly shows that different dimensions of corporate cultural marketing activities has direct effect to the mediating variables of corporate image. At first, the business style behavior image, Secondly, it show the corporate cultural promotion activities has significant results on business practices image furthermore, corporate cultural support image. Finally, the corporate social behavior image, business practices image and social responsibility activities image all shows a significantly positives impact on customer loyalty.