외식기업 문화마케팅이 브랜드 자산에 미치는 영향: 여성 소비자 쇼핑가치를 조절효과로

Abstract

The purpose of this study is to investigate the effect of cultural marketing on the brand equity and the variables controlling the female consumer shopping value. The questionnaire survey was conducted from May 01, to May 31, 2019. The subjects of the survey were female who visited a restaurant in Seoul city. The results of this study are as follows. First, cultural marketing and brand image of restaurants Cultural promotions, cultural production, and cultural firms were found to have a significant influence on brand quality. Cultural marketing activities of restaurants have more sub - factors on brand image than perceived quality of consumers. Second, the effect of the shopping value of the female consumer on the cultural marketing and the perceived quality Cultural Promotion Practical Shopping Value, Culture Support Practical Shopping Value has significant positive control effect. The results of this study are different from those of previous studies because practical shopping value has become a controlling variable and influenced cultural promotions and cultural support. Third, the value of female consumers hedonic shopping has a positive moderating effect on both cultural marketing and perceived quality.