Abstract

The Influence of Cultural Marketing, as a Corporate Public Relations, on Corporate Image, Brand image and Purchase Intention

Lee,Soo-bum (Assistant Professor, Dept. of Mass Communication, University of Incheon)
Shin,Sung-hye (M. A. Candidate, Dept. of Mass Communication, University of Incheon)

The purpose of this study is explore the effect of cultural marketing to corporate image, brand image, and purchase intention and to clarify the causal sequence model. For this purpose, this study devised an integrated model which is through the Amos Structural Equation Modeling. This study suggested four hypotheses. H1 assumed that culture marketing aggregately affects corporate image. H2 assumed that corporate image positively affects brand image. H3 assumed that brand image positively affects purchase intention. H4 assumed that culture marketing positively affects purchase intention. A survey was administered to college students in order to test the hypotheses. The results confirmed the suggested hypotheses. In addition, the analyses showed that effects of both cultural marketing- related variables and CI on BI or PI are mediated by the other variables. Based on the findings, the study showed that the effect of cultural marketing indirectly on the purchase intention is mediated by corporate image and brand image. Estimated coefficients and model fit indices by SEM showed this model is appropriate.

Key words : cultural marketing, corporate image, brand image, purchase intention, SEM