The Effect of Corporate Cultural Marketing Activities on Brand Image and Loyalty - Focused on Naver Library, Starfield Library and Hyundai Card Library -

Purpose: This study attempts to find how the cultural marketing activities utilizing cultural space affect firm’s brand image and brand loyalty, and whether this culture marketing technique is recognized as a social contribution activity by potential customers and thereby influence brand image and loyalty.Methods: The data was collected by using the structured questionnaires to consumers who have experience using the Naver Library, Starfield Library, and Hyundai Card Library. The proposed research model is tested using 178 valid questionnaires using Smart PLS 2.0.Results: This research indicated that among cultural marketing factors, cultural support and cultural promotion have little impact on brand image, whereas culture firm influence brand image. Brand image also had an impact on brand loyalty, but it was found that public libraries operated by companies were not recognized as corporate social contribution activities, nor did they have an impact on the formation of the company’s brand image.Conclusions: The study offered a theoretical and empirical foundation for future research by empirically identifying the relationship between cultural marketing and brand image and loyalty and confirmed the coordinating effect of social contribution activities between a cultural firm and its brand image.