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KMID : 1235020160100040031
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Health Service Management Review
2016 Volume.10 No. 4 p.31 ~ p.39
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The Culture Sponsorship Strategy for Hospital Brand Differentiation
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Lee Kyoung-MI
Huh Hoon
Hwang Sung-Wan
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Abstract
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In the long-term aspect, culture sponsorship is very safe and positive method of communication for increasing brand image and preference. but because of getting positive performance, we need to investment of time and cost. Like this, in situation of definitely not verifying even efficiency, it is too difficult to plan long term investment. However there are not so many a case study about sponsorship and a paper about efficient measurement. Therefore in this paper, we are verifying culture sponsorship is the effective marketing strategy. If effective, with combination of brand image attitude and culture sponsorship attitude, we are verifying our brand is suitable for some culture sponsorship.
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KEYWORD
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Medical industry, Culture sponsorship, Brand image attitude
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