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http://dx.doi.org/10.12925/jkocs.2019.36.3.830

Analysis on the Effects of Sports Sponsorship by Brand Type of Pyeong Chang Winter Olympic Official Sponsors'  

Park, Sang-Il (Department of Sports, Kyungil University)
Kim, Hwa-Ryong (Division of Sports, Korea National University of Transportation)
Publication Information
Journal of the Korean Applied Science and Technology / v.36, no.3, 2019 , pp. 830-839 More about this Journal
Abstract
The purpose of this study is to analyze the effect of sport sponsorship on the advertising effectiveness by distinguishing products of high sponsorship products from low sponsorship products. For this study, 450 samples who directly spectated their game were selected using convenience sampling method, finally 426 data were used except data which didn't respond or trustlessly responded. Data was collected through questionnaires. Data was analyzed through PASW 19.0 version frequency analysis, reliability analysis, factor analysis, independent sample t-test analysis, one-way ANOVA analysis paired sample t-test analysis was performed. All tests were performed using a .05 significance level. The results are as follows. First, This is the Result of T-test between brand effectiveness and gender. There is a non difference between male and female. Second, The results showed that there was statistically significant difference between the low perception perceived quality and low perceived sponsor familiarity according to current level of Education. Thirdly, This is the Result of T-test between low involvement perceptual quality, low sponsor friendly image and high involvement perceptual quality, high sponsor friendly image. There is a difference.
Keywords
Sports Sponsorship; Official Sponsors; Brand Type; Sponsor's Effects; Olympic;
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