ScholarWorks@숙명여자대학교

초록

The purpose of this research is to examine the internal effect of cultural marketing related to internal and external marketing activities. Specifically, this research focuses on the effects of cultural marketing on organizational satisfaction and commitment in terms of internal effect. Also, this research pay attention to identify the differential effects of the characteristics of employees, CEO, and industry in internal effects of cultural marketing. Results show that either external marketing or internal marketing has the positive effect on the organizational satisfaction and commitment. However, this internal effects are different according to the characteristics of employees, CEO, and industry showing that these effects are stronger when employees has the higher level of experience of viewing on arts, the CEO has the stronger will on cultural marketing, and the company sell the services.

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