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http://dx.doi.org/10.9723/jksiis.2017.22.5.101

The Influence of Company's Culture & Arts Sponsorship Activities on Purchase Intention of the Consumer  

An, Sung Nam (호서대학교 벤처대학원 벤처경영학과)
An, Jong Suk (호서대학교 벤처대학원 벤처경영학과)
Publication Information
Journal of Korea Society of Industrial Information Systems / v.22, no.5, 2017 , pp. 101-111 More about this Journal
Abstract
This Research is to Find how the CSR Activities for the Growth of Stable and Sustainable Family Business do Influence the Improvement of Company's Brand Image and Service Purchase Intention. It is Aimed for Finding how the Image of Company Pursuing the Diverse CSR Activities is Recognized by General Consumers and the Correlation between the Improvement of Company's Image and the Product & Service Purchase Intention. 323 Exemplars were Distributed to the University Students in Seoul Metropolitan and Chungcheong Area, and 314 Finally were Used for the Analysis. It was Investigated the Demographical Factors, the Important Fields among Company's CSR Activities, the Reason for Company's CSR Activities, the Preferred Companies among Sponsoring Companies. It was Analyzed Three Items of Company Image such as Product/Service, Potential Competence, Relation to Public Benefit and the Regression Model was Investigated how these Three Items do Influence the Purchase Intention. The Research Results Show 'the Improvement of Social Awareness for Company' and 'Negative Awareness Change for Company' as the Reason for CSR. Consumers have the Preference to the Companies Actively Sponsoring Culture & Arts, and this Generally Affects the Business Results, and thus, it is Considered that the Companies have to Contribute the Local Society with the Sprit of Corporate Citizenship in Accordance with the Consumers needs, and Actively to Extend the Culture & Arts Sponsorship.
Keywords
CSR(Corporate Social Responsibility); Culture & Arts Sponsorship; Culture Marketing; Company Image; Purchase Intention;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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