대한안전경영과학회:학술대회논문집 (Proceedings of the Safety Management and Science Conference)
- 대한안전경영과학회 2010년도 추계학술대회
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- Pages.399-416
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- 2010
스포츠 스폰서십을 이용한 스포츠 마케팅 활성화 방안에 관한 연구
A study on the Measure for Activiting Sports Marketing in using Sports Sponsorship
초록
Recently, As a marketing communications strategy, many companies are involved in sports sponsorship. Companies use sports sponsorship to increase the company's image. Or sponsorship gives the company an image change. Businesses have to complement and improve the advertising effects complementary. A new form of sports sponsorship as a marketing vehicle, Companies will bring a new marketing strategy. In addition, the importance of sponsorship is even more greater. In this study, as a way of Sports marketing, Corporate image using a sponsorship affect recognize any on consumer's purchasing behavior. Study results, It proved that Corporate image using a sponsorship affect recognize on consumer's purchasing behavior. It will continue to grow the sports field. Companies is important a variety of communication channels with customers. In this competitive marketplace, To become a competitive business effectively should be communicate with customers.