The Effects of Food Service Establishment’s Cultural Marketing on Brand Image and Brand Loyalty

외식기업의 문화마케팅이 브랜드 이미지와 브랜드 충성도에 미치는 영향

Today, the importance of differentiated marketing activities in food service companies are highlighted consistently. Therefore, recognizing cultural marketing as a competitive tool to differentiate from competitors is necessary. Under the circumstances, related study should be undertaken in this area. The purpose of this study is to understand causal relation on how cultural marketing effects on brand image and brand loyalty. With the findings of this study, it can be used to help building a useful marketing strategy in food service area. Survey was conducted on customers who have used the franchised food service company in Seoul. Of total 225 survey were distributed, 197 usable responses were obtained for an empirical analysis. Frequency analysis, validity analysis, reliability analysis, and regression analysis were measured by using Spss 20.0 in this conducted survey. The dimensions pertaining to Cultural marketing include Culture Sales, Culture Sponsorship, Culture Synthesis, and Culture Style. The results can be summarized as follows: first, among cultural marketing factors, culture sales, culture sponsorship, and culture synthesis have shown a meaningful influence on brand image. second, brand image has a significant impact on brand loyalty. third, among cultural marketing factors, culture sales, culture sponsorship, and culture synthesis have shown a significant influence on brand loyalty. The results of this study indicate that utilizing cultural marketing as a proper marketing tool is an effective way for gaining differentiated company position with competitive advantages in a fierce market environment.