통합 마케팅 커뮤니케이션(IMC)과 성인발레 브랜드의 구조적 관계

Abstract

This study aims to empirically analyze and investigate the impact of integrated marketing communications (IMC) on adult ballet brands. The results of the study are as follows: First, the significance of the effect of IMC factors on adult ballet brand’s image, identity, equity, and loyalty. Furthermore, purchase cost, customer convenience, and communication had a statistically significant and positive (+) effect on the brand image Second, the results of the regression coefficient significance test of the influence of the IMC factor on the brand identity of the adult ballet brand are that purchase cost and communication have a statistically significant positive (+) effect on the brand identity. Third, the significance of the regression of the effect of IMC factors on the brand equity of adult ballet brands, it was found that customer benefits, customer convenience, and communication had a statistically significant and positive (+) effect on the brand equity. Fourth, the significance of the regression coefficient of the effect of IMC factors on the brand loyalty of adult ballet brands, it was found that customer benefits, purchase cost, and communication had a statistically significant positive (+) effect on the brand loyalty.