병원 브랜드 이미지 차별화를 위한 문화마케팅 전략
The Culture Sponsorship Strategy for Hospital Brand Differentiation
이경미(백석예술대학교 항공서비스학과); 허훈(백석예술대학교); 황성완(백석예술대학교)
10권 4호, 31~39쪽
초록
In the long-term aspect, culture sponsorship is very safe and positive method of communication for increasing brand image and preference. but because of getting positive performance, we need to investment of time and cost. Like this, in situation of definitely not verifying even efficiency, it is too difficult to plan long term investment. However there are not so many a case study about sponsorship and a paper about efficient measurement. Therefore in this paper, we are verifying culture sponsorship is the effective marketing strategy. If effective, with combination of brand image attitude and culture sponsorship attitude, we are verifying our brand is suitable for some culture sponsorship.
Abstract
In the long-term aspect, culture sponsorship is very safe and positive method of communication for increasing brand image and preference. but because of getting positive performance, we need to investment of time and cost. Like this, in situation of definitely not verifying even efficiency, it is too difficult to plan long term investment. However there are not so many a case study about sponsorship and a paper about efficient measurement. Therefore in this paper, we are verifying culture sponsorship is the effective marketing strategy. If effective, with combination of brand image attitude and culture sponsorship attitude, we are verifying our brand is suitable for some culture sponsorship.
- 발행기관:
- 경영연구원
- 분류:
- 의료경영