기업의 메세나 활동이 기업의 제품 광고와 가격 프리미엄에 미치는 영향: 미스터 피자 사례를 중심으로

Today, cultural marketing is drawing much attention from companies and customers alike as a company's social responsibility is to closely affect its performances. As a result, there is a growing importance of mecenat activities as a strategic communication method of cultural marketing which uses culture as a mediator. Mecenat is a general term for corporate activities to support art without any commercial return. Its paradigm has undergone some evolvement,from its earlier philanthropic motivations to partnership as a part of integrated marketing communication(IMC) and most recently positive image making tool for corporate identity. Because of this change, companies are motivated to develop a marketing strategic approach to mecenat. This study has the objective of verifying the impact of mecenat activities on corporate performance in terms of attitude towards a company as well as its quality perceived by consumer. In this study, I investigated the role of mecenat that has received little attention in the literature by examining whether price premium is influenced by their recognition of mecenat. I started by highlighting the theoretical and practical significance of our research, explaining why I turn my attention to mecenat as vehicles of marketing communication, then describing quantitative methodology, discuss findings, and concluded with a discussion of managerial implication and directions for future studies. This study was designed to directly expose consumers to print advertisement. As a result of the study, I found that firstly, one's awareness of the company's mecenat activities had a positive relationship with one's expectation towards a company. Secondly, one's expectation towards a company was found to positively affect perceived quality . That is, mecenat activity transforms company attitude in a positive direction by making consumers aware of the company fulfilling its social responsibilities. This result can be translated into the fact that corporate mecenat can create friendly and positive impressions in the minds of consumers. Thirdly, perceived quality had a positively relation to price premium. This finding suggests that mecenat is very important even in the corporate advertising setting as compared to product advertising. Formation of an affirmative image of mecenat corporate and price premium can give a theoretical foundation on the mecenat activity of coming corporate. This study carries significance in that it provides useful tools for corporates in performing more effective mecenat activities. In interpreting the results of this study, some limitations should be considered. First, using convenient sample can restrict the generalizability of the findings. In fact, one of biggest limitations to this study was limited demographic figure. Unfortunately, we only included college students in their 20’s. A future study with more general consumers might be necessary to attest the applicability of the model to the broader public. Associated with limitation of this study, more general effect on corporate mecenat and the plan to efficiently examine it on aspect of recognizing corporate image should be executed in prospective successive research.