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Mediating effect of store attachment in formation of store emotions and patronage through art and culture sponsorship in retailing

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  • Jong Kuk Shin
  • Minsook Park

Abstract

This research examined customer perceptions of the value and effectiveness of retailers' art and cultural sponsorship. In order to explain detailed values of cultural sponsorship, the values were classified into four categories: emotional, economic, relational, and socially responsible. This study proposed that these would affect the customer satisfaction which, in turn, has an effect on store attachment and store patronage. In order to validate the research model, SEM (Structural Equation Model) was used through Lisrel 8.3. As a result of the study, all hypotheses were accepted, except the relationship between customer and store patronage. We supplementally analyzed the mediating effects of store attachment on customer satisfaction and store patronage. This research broadens the scope of sponsorship marketing by considering the relationship between the benefits of sponsorship and customer emotion and customer behavior. This study has implications for marketing practictioners who want to establish a long-term cultural marketing strategy and increase store patronage through store attachment.

Suggested Citation

  • Jong Kuk Shin & Minsook Park, 2014. "Mediating effect of store attachment in formation of store emotions and patronage through art and culture sponsorship in retailing," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 24(4), pages 441-452, September.
    • Handle: RePEc:taf:jgsmks:v:24:y:2014:i:4:p:441-452
    DOI: 10.1080/21639159.2014.916898
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    References listed on IDEAS

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    1. Eun Young Kim & Kyungae Park, 2013. "Marketing mix elements influencing brand attitude strength: Global vs. domestic SPA brands," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 23(3), pages 263-281, June.
    2. Tsukasa Kato, 2014. "The retailer's role in the reconstruction of areas affected by the Great East Japan Earthquake: how can retailers make their social contribution coexist with their pursuit of profit?," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 24(2), pages 189-205, March.
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    5. Min-Sook Park & Jong-Kuk Shin & Yong Ju, 2014. "Social networking atmosphere and online retailing," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 24(1), pages 89-107, January.
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    Cited by:

    1. Park, Min-Sook & Shin, Jong-Kuk & Ju, Yong, 2019. "Attachment styles and electronic word of mouth (e-WOM) adoption on social networking sites," Journal of Business Research, Elsevier, vol. 99(C), pages 398-404.

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