커피전문점의 문화마케팅에 따른 브랜드 자산과 충성도 간의 구조모형 분석

Examining the Structure Relationship between the Perception of Cultural Marketing, Brand Equity and Royalty among Coffeeshop Users

This study was to examine the effects of cultural marketing of coffee shop on its brand equity and customer royalty. Based on the reviews of related literature, cultural marketing were measured in terms of four dimensions(i.e., cultural promotion, cultural activity support, cultural display, cultural image) and brand equity was measured in terms of three dimensions(brand recognition, brand image, and perceived quality). Data were collected from 613 coffeeshop users in Seoul and Daegue on August 2010. Results of a structural equation model analysis showed that overall the respondents' evaluation on the cultural marketing of coffee shops had partial positive influence on their perception of brand equity and royalty. However, all the three dimensions of brand equity(i.e., brand recognition and brand image, and perceived quality) were positively associated with brand loyalty. Based on these findings, marketing and management implications were also discussed.