소비자의 문화적 역량이 메세나 태도와 신뢰에 미치는 영향: 진정성의 조절효과를 중심으로

The Effects of Consumer’s Cultural Capacity on Mecenat Attitude and Corporate Trust: Does Mecenat Authenticity Moderate the Relationship?

With the ever increasing role of cultural influences in many aspects of daily lives, today’s consumers tend to prefer products or brands that not only fulfill their functional or practical needs, but express distinct cultural values or orientation that are compatible with their own. Therefore, it seems imperative that companies appreciate their customers’ cultural values or orientation so that they can incorporate them into their strategies for product development or marketing communication. This study aims to investigate whether company’s investment in art and culture (Mecenat) serves as an effective tool for cultural marketing and futher examines whether consumer’s attitude toward company’s Mecenat activities is influenced by consumer’s cultural capacity. We also aim to verify whether consumer’s attitude toward Mecenat affects consumer’s trust toward company, Finally we seek to confirm whether consumer’s perceived Mecenat authenticity moderates the relationship between Mecenat attitude and corporate trust. The results indicate that cultural capacity partially influences Mecenat attitude. Also Mecenat attitude was found to affect corporate trust. Finally Mecenat authenticity partially moderates the relationship between Mecenat attitude and corporate trust.