패밀리레스토랑의 문화마케팅활동이 브랜드 개성, 브랜드 신뢰, 브랜드 태도 및 브랜드 충성도에 미치는 영향

The purpose of this study is to emprically analyze the relationship of the cultural marketing activities of family restaurants with their brand personalities, brand trust, brand attitudes and brand loyalty, thereby suggesting practical implications in the marketing activities of family restaurants. The survey was conducted from April 18 through May 8, 2014, and the questionnaires were distributed to 400 general consumers who have visited a family restaurant. For the data analysis, 372 usable data were analyzed using frequency analysis, factorial analysis, reliability analysis, correlation analysis and structural equation model analysis. The analysis results suggested the followings. First, all the cultural marketing activities (culture sponsorship, culture synthesis and culture style) of family restaurants are found to exert meaningful positive influences on the brand personalities. Second, the brand personalities had a significant positive effect on the brand trust which in turn positively influences the brand attitudes and brand loyalty. Finally, brand attitudes had a significant positive impact on brand loyalty. This study contributes to the existing literatures by building a model illustrating the relationships between culture marketing and brand personality and examining how effective the culture marketing is. Additional suggestions and implications were discussed.