The purpose of this study was to investigate the effect of cultural marketing activities on brand equity and relationship continuity intention with coffee shops. Also, it aimed to build the foundation for future cultural marketing and suggest effectiv...
The purpose of this study was to investigate the effect of cultural marketing activities on brand equity and relationship continuity intention with coffee shops. Also, it aimed to build the foundation for future cultural marketing and suggest effective operation and management methods for creating loyal and new customers through relationship continuity intention in order to enhance brand equity. The result of hypotheses testing showed that cultural sales, cultural supports, and cultural displays had a significant effect on brand equity of brand awareness in cultural marketing, so hypothesis 1-1 was adopted. In cultural marketing, cultural sales and supports had a significant effect on brand equity of brand image. On the other hand, cultural displays were not statistically significant, so hypothesis 1-2 was partially adopted. Second, brand equity had a significant effect on relationship continuity intention, so hypothesis 2 was adopted. Third, cultural supports and cultural displays in cultural marketing were statistically significant, whereas cultural promotions were not statistically significant, so hypothesis 3 was partially adopted. Therefore, coffee shops should create positive awareness and image for their brand equity through continuous support of cultural marketing activities such as cultural sales, cultural supports, and cultural displays, which enable the brand to grow and would bring about long-term results through sustained relationships with existing customers and help attract new customers.