중국 차 음료 브랜드의 전통문화 후광효과: 차안열색(茶顏悅色)을 중심으로

China's tea beverage market is developing rapidly, with a long tradition and rich cultural background. Faced with various challenges in a rapidly changing market environment and fierce competition, tea beverage brands have realized the importance of culture and make use of cultural elements. This study conducts an empirical analysis to determine the halo effect of traditional Chinese culture on consumers who have experienced cultural marketing in the tea beverage brand ChaYanYueSe, the first tea beverage brand in the Chinese market to utilize traditional cultural elements. Data analysis was performed using SPSS 29 software to perform factor analysis, reliability analysis, simple regression analysis, and hierarchical regression analysis. The results show that the higher consumers' attitudes toward the products of ChaYanYueSe, the higher their purchase intention, and the traditional cultural halo of ChaYanYueSe influences consumers' purchase decisions. In particular, the halo effect of traditional art and literature has a positive effect on brand image differentiation and increasing consumers' purchase intention. This suggests that marketing strategies using traditional cultural elements are an important strategic asset for tea beverage brands to gain sustainable competitive advantage in the face of fierce market competition.