기업미술관 메세나활동이 미술관 호감도 및 기업이미지에 미치는 영향: 미디어플랫폼, 후원동기, 반기업정서, 메세나진정성을 중심으로

초록

A survey of 497 people was conducted to explain likability of corporate art museum and corporate image, testing variables such as the use of media platforms, intention of sponsorship, anti-corporate sentiment, and authenticity of mecenat. Age of respondents and interest in arts were significant predictors of explaining likability of corporate art museum and corporate image, indicating that the younger respondents were, the higher likability and the higher corporate image. Use of portal sites to obtain information about corporate art museum was the best and positive predictor among many media platforms in explaining the likability and the corporate image. With intention of sponsorship, charitable intention was positively related to museum likability, however both charitable and commercial intentions were positively related to corporate image. Regardless of intentions, respondents seemed to consider that running an corporate art museum is an appropriate method in return corporate revenue to our society and that having such museums actually help enhance corporate image. The variable of authenticity of mecenat was also an important predictor both for likability of corporate museum and for corporate image. The current study attempted to understand how corporate art museums function as a part of strategic social responsibility activities.

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