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

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.