문화예술공연 스폰서십이 스폰서 기업이미지, 브랜드이미지, 브랜드 구매의도에 미치는 영향

This study aims to find out how culture and art performance effects on corporation and brand image and how these images effect on purchasing intention. This study surveys the people from 20 to 50 years old who have been or going to take part in the culture marketing sponsored by a corporation and carries out an analysis on the covariance structure. The result of an analysis found that goodwill for performance does not effect on corporation image positively, otherwise, it effects on brand image passively. The more charitable the sponsorship is the more it effects on corporation image positively, otherwise, the more commercial it is the more negatively. In addition, a charitable sponsorship effects on brand image passively. The more the relation of both corporation image and performance is close the more it effects on corporation and brand image positively. The corporation image does not effect on the purchasing intention, however, brand image effects on positively. Finally, this study describes implications based on the result of research and limitation of this study and proposes that how future study needs to develop to compensate this study.