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- W2423819033 abstract "The purpose of this study is to comprehend the moderating effects of emotional intelligence on the relationships between cultural marketing and brand equity, and to understand the influence of cultural marketing in brand equity The results of the study were as follows: First, the two cultural element items, such as cultural synthesis, sponsorship were found to have influence on differentiating service. Second, additionally the three cultural-element items such as cultural synthesis, sponsorship, sales were found to have influence on brand awarenese. Third, the effect of cultural marketing on brand equity was in part moderated by emotional intelligence. Analyzing cultural marketing that affects brand equity contributed to providing a foundation for airlines to establish strategic marketing plans." @default.
- W2423819033 created "2016-06-24" @default.
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- W2423819033 date "2012-12-01" @default.
- W2423819033 modified "2023-09-23" @default.
- W2423819033 title "항공사 문화마케팅과 브랜드 자산과의 관계에서 감성지능의 조절효과 연구" @default.
- W2423819033 hasPublicationYear "2012" @default.
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