Browse > Article
http://dx.doi.org/10.5762/KAIS.2015.16.1.70

A study on How Korean Wave's characteristic effect on sponsorship  

Bae, Seong-Woong (Graduate School of Artsmanager, Sejong University)
Park, Jeong-Bae (Dept. of PerformingArts Planning & Management, Chungwoon University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.16, no.1, 2015 , pp. 70-77 More about this Journal
Abstract
With the purpose of studying the effects of K-wave event sponsorship on corporate image, surveys were conducted against visitors at K-wave marketing events in Tokyo and Nagoya which yielded 199 viable samples. These samples were subjected to descriptive and multivariate statistics analysis. Average and standard deviation were calculated and measured for total correlation coefficient to find out characterize of study variables. A Cronbach's alpha coefficient exceeding 0.7 indicated a good to excellent credibility of the measuring instrument. In addition, exploratory factor analysis was employed to establish validity of the measuring instrument. In order to determine the characteristics of K-wave events and the cause and relation of the subsequent effects on corporate image that stems from the aforementioned characteristics, 4 sub hypotheses were derived from 1 major hypothesis, of which 3 were determined to have a substantial and meaningful influence on the final outcome while 1 was rejected. However, due to lack of advance research, additional and continuous studies are warranted to establish a systemized theory in this field and further on, to observe such theories bear fruit in real world applications in the industry.
Keywords
Korean Wave Event; Korean Wave's Characteristic; Sponsorships;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Barker, C. "The SAGE Dictionary of Cultural Studies", Sage Publications of London, Thousand Oaks and New Delhi, 2003
2 Wildman, S. S. & Siwek, S. E., International trade in films and television programs. Cambridge, MA: Ballinger, 1988.
3 J.B PARK,"A Study on Sponsorship Conflict Management of Performing Art Events and Relationship Accomplishment Through Collaborative Communication" Graduate School of Sungkyunkwan University, 12-14, 2009
4 Getz, D. "Event Management & Event Tourism", Cognizant Communication Corporation, 1997
5 Crompton, J.L. "Developing a Comprehensive Sponsorship Program, Doing more with less in the Delivery of Recreation and Park Service: A Book of Case Studies", Venture Publishing, Inc, 1987
6 K.S HWANG, "Korean Wave Marketing plan for improving exports of Korean company: Major Asian exports countries and product comparison." Dongguk University Graduate School Thesis, 2011
7 KITA(Korea International Trade Association), "International Marketing strategies by using Korean Wave", pp.10-11, 2005,
8 BBC(While conglomerates such as Samsung and Hyundai still form backbone of the county's financial strusture, many people now believe that the Korean national brand itself is changing to reflect this new passion for Korean wave 2011.4.28.)
9 Garder, M.P., & Shuman, P, "Sponsorship:An Important Component of the promotion Mix", Journal of Advertising, 16(1), 11-17, 1987 DOI: http://dx.doi.org/10.1080/00913367.1987.10673055   DOI
10 Goldblatt, J., "Special Events: Best Practice in Modern Event Management", Van Nostrand Reinhold. 2011
11 K.M, LEE, "Research of Event study's concept", Tourism Management Studies No.10th book, 2000
12 Allen, J., O'Toole, W., McDonnell, I., & Harris, R. "Festival and Special Event Management", 168, 2002
13 Slieight, S."Sponsorship: What it is and how to use it", LD: McGraw-Hill, 1989.
14 KCTI(Korea Culture and Tourism Institute . presidential council for future and vision), "Status of Current Korean Wave and Future Strategy"104-106, 2012
15 KORCHAM(The Korea Chamber of Commerce and Industry), "Effect of Korean Wave's on Economy and how Korean company use".
16 Harver, B."Measuring the effects of sponsorship", Journal of advertising Reseaech, 41(1), pp. 59-65, 2001.
17 Geldard, E., Sinclair, L. "The Sponsorship Manual, The Sponsorship Unit", Victoria. 1996
18 Sandler, D.M., Shani, D. "Olympic sponsorship versus ambush marketing, who gets the gold?", Journal of Advertising Research, 29(Aug., Sep.), 9-14, 1989.
19 S.W BAE.J.B PARK, "A study on the Sponsorships of Hanryu event", The korea cademia industrlal cooperation society the 2014 full conference II Vol. 15 No. 2, 888-890, 2014.
20 Ministry of Culture, Sports and Tourism, "Survey of entertainment management industry and a study on the environmental improvement", 2010
21 Ministry of Culture, Sports and Tourism, "Survey of entertainment management industry and a study on the environmental improvement", 2005
22 Nunnally, J. C., Psychometric Theory (2nd Edition), Mcgraw-Hill Book Company, 295-309, 1978.