• Title/Summary/Keyword: 비(非)스폰서

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A Comparative Study on the Recall and Recognition with Sponsor and Non-sponsor in 2008 Beijing Olympic Games : focusing on the case of Korea and China (2008북경올림픽 스폰서 및 비(非)스폰서의 회상(recall)과 인식(recognition) 측정 비교 연구: 한국과 중국을 중심으로)

  • Ha, In-Joo
    • International Area Studies Review
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    • v.13 no.3
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    • pp.613-636
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    • 2009

  • This paper examines the performance of assessing sponsors and non-sponsors recall and recognition at the 2008 Beijing Olympic Games perceived by Korean and Chinese university students. Using a sample of 1,573 respondents, a survey was administered in Seoul and Beijing before and after Games to compare the recall and recognition that changed between two periods. The findings reveal that the effectiveness of the 2008 Beijing Olympic sponsorship has was lower than we expected. Results were founded that while Samsung(mobile), Coca-cola, McDonald's, and Visa achieved the desired sponsorship marketing effectiveness in Korea. On the other hand, non-sponsors of Nike, Dell, AIG, Samsung(computer) and Hyundai led to obtain the benefit and resulted in increasing consumer confusion as to who is a sponsor. In China, Samsung, Coca-cola, Lenovo, Volkswagen, Visa, and PICC achieved the desired sponsorship marketing effectiveness. On the other hand, Lining, Nokia, KFC, China Merchants Bank had some impact on the effectiveness of a rival brand from an official sponsor's product category. The paper concludes by considering some issues for sponsorship marketers.