Based on a paradigm of marketing which is now changing from quantity to quality and from quality to dignity, fashion industry has come to utilize cultural marketing focusing on intangible elements. In the fashion industry, which is a creative industry and is a cultural industry, cultural marketing t...
Based on a paradigm of marketing which is now changing from quantity to quality and from quality to dignity, fashion industry has come to utilize cultural marketing focusing on intangible elements. In the fashion industry, which is a creative industry and is a cultural industry, cultural marketing that can improve the image of a company is essential. However, the research on the cultural marketing activities of fashion companies is very scarce, and there is no research using recent cases of the rapidly changing fashion industry. Therefore the purpose of this study is to investigate how cultural marketing influences brand attitude, social contribution image, intent to use, in fashion industry.
This study conducted a questionnaire survey for consumers in their 20s to 50s living in the capital area from October 1st to 31st, 2019. To encompass various kinds of fashion companies, sportswear brand Adidas, SPA brand UNIQLO, and luxury brand Louis Vuitton were selected to the research target companies and 300 copies of each 100 copies were distributed and collected. Also, with analysis, demographic analysis, reliability analysis, exploratory factor analysis, confirmatory factor analysis, pass coefficient analysis, and difference analysis were performed.
As a result, this study, First, academically organized each concept and prior studies of cultural marketing, brand attitude, social contribution image, intent to use variables. Second, it has significance in that it has directly investigated the cases of cultural marketing that have recently been conducted through various media and also selected and used three companies for analysis according to the criteria for selecting research subjects. Third, this study empirically examined the influence of corporate cultural marketing activities on brand attitude, social contribution image, and intent to use variables. Fourth, There is an implication that the average deviation of research target companies selected by selection criteria and representativeness was compared.
Based on a paradigm of marketing which is now changing from quantity to quality and from quality to dignity, fashion industry has come to utilize cultural marketing focusing on intangible elements. In the fashion industry, which is a creative industry and is a cultural industry, cultural marketing that can improve the image of a company is essential. However, the research on the cultural marketing activities of fashion companies is very scarce, and there is no research using recent cases of the rapidly changing fashion industry. Therefore the purpose of this study is to investigate how cultural marketing influences brand attitude, social contribution image, intent to use, in fashion industry.
This study conducted a questionnaire survey for consumers in their 20s to 50s living in the capital area from October 1st to 31st, 2019. To encompass various kinds of fashion companies, sportswear brand Adidas, SPA brand UNIQLO, and luxury brand Louis Vuitton were selected to the research target companies and 300 copies of each 100 copies were distributed and collected. Also, with analysis, demographic analysis, reliability analysis, exploratory factor analysis, confirmatory factor analysis, pass coefficient analysis, and difference analysis were performed.
As a result, this study, First, academically organized each concept and prior studies of cultural marketing, brand attitude, social contribution image, intent to use variables. Second, it has significance in that it has directly investigated the cases of cultural marketing that have recently been conducted through various media and also selected and used three companies for analysis according to the criteria for selecting research subjects. Third, this study empirically examined the influence of corporate cultural marketing activities on brand attitude, social contribution image, and intent to use variables. Fourth, There is an implication that the average deviation of research target companies selected by selection criteria and representativeness was compared.
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