원문정보
초록
영어
The mainstream marketing studies have been focusing on the effect of events on the sales. The purpose of this study is to empirically prove the effect of events on corporate images and purchasing intention and the difference in the effect according to the frequency of participation in the same events. This study conducted a survey, targeting 490 participants in some specific events that have continued under the same theme over the last 10 years. The results prove there is a difference in corporate image and purchasing intention between before and after the event, which means that events have a positive, yet there is no difference in the effect according the frequency of event participation. Furthermore the corporate image built through events has a positive effect on purchasing intention
목차
1. Introduction
2. The Theoretical Background of the Research Hypotheses
2.1. Event
2.2. Corporate Image
2.3. Purchasing Intention
2.4. The Effect of an Event on a Corporate Image
2.5. The Effect of an Event on Purchasing Intention
2.6. The Effect of a Corporate Image on Purchasing Intention
3. Research Methods
3.1. The Development of Questionnaire
3.2. How to Select Survey Targets and Collect Data
4. The Results of the Analysis
4.1. An Analysis of the Characterization of Respondents
4.2. Factors Affecting the Formation of Corporate Image
4.3. Reliability / Validity Test
4.4. Hypothesis Test and Discussion
5. Conclusions and Suggestions
References