지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학위논문
- 저자정보
- 지도교수
- 박종철
- 발행연도
- 2016
- 저작권
- 조선대학교 논문은 저작권에 의해 보호받습니다.
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- 연관 학술논문 또는 학술발표를 통해 보다 발전된 연구결과를 확인하실 수 있습니다.
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초록· 키워드
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This study relates on how corporate cultural marketing activities increases a customer loyalty and effects on consumer''s perception toward corporate image. According to the results of this study, it clearly shows that different dimensions of corporate cultural marketing activities has direct effect to the mediating variables of corporate image. At first, the business style behavior image, Secondly, it show the corporate cultural promotion activities has significant results on business practices image furthermore, corporate cultural support image. Finally, the corporate social behavior image, business practices image and social responsibility activities image all shows a significantly positives impact on customer loyalty.
목차
목 차Ⅰ. 서론·······················································7Ⅱ. 이론적 배경 ········································91. 기업의 문화마케팅활동······························92. 기업이미지·······································113. 고객충성도 ·······································13Ⅲ. 연구가설 설정························································141. 기업의 문화마케팅활동과 기업이미지 간의 관계 ············142. 기업이미지가 고객충성도에 미치는 영향 ··················17Ⅳ. 연구방법 및 실증분석·············································201. 표본설계와 자료수집······························202. 변수측정·············································203. 신뢰도분석 및 타당성 검증········································23Ⅴ. 가설검증································································301. 연구모형 적합도·······································302. 연구가설 검증·······································30Ⅵ. 결론··················································32【참고문헌】·············································35
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