earticle

영어

With global competition intensifying, more Western companies are entering the Chinese market today. In order for global companies to settle in the local market, it is necessary to understand and adapt unique factors such as economy, law, nature, and culture in each country. Especially, it is necessary to understand the traditional culture of the countries which are closely related to consumers. Cultural marketing is a marketing activity that is carried out on the basis of culture and is being developed in connection with long term brand image formation and social responsibility activities as well as short term advertising and sales promotion. Cultural marketing characteristics include cultural sponsorship, cultural spirit, cultural promotion and so on. Cultural marketing has been known to play an effective role, especially in the formation of brand relationships. The two variables of trust and commitment are the core concepts of brand relationship formation. Cultural marketing can strengthen the brand relationship building. However, the effects of cultural marketing effectiveness on brand relationships will be difficult to understand without considering the effects of traditional Chinese values. The purpose of this study is to analyze the effect of cultural marketing activities of global companies in China on brand relationship. In addition, we examined the moderating effect of traditional Chinese values such as ‘mianzi’, ‘chaxu’, and ‘way of the mean’. The findings of this research indicate that although some characteristics of cultural marketing do not have direct impacts on brand commitment, major relationships between cultural marketing and brand trust, brand commitment are supported. Also the relationship between brand trust and brand commitment is supported. In addition, the moderating effects of traditional Chinese values of these relationships are partially confirmed. This study suggests the usefulness of cultural marketing and the need to understand traditional values, and provides practical implications for marketing activities in the Chinese market.