• Proceedings of the Korea Contents Association Conference
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• 2009.05a
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• pp.1222-1228
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• 2009

Recently, industrialization of sports is consisting rapidly as social part of sports is magnified by diffusion of domestic sports market and sport consumer's increase. Sports sponsorship has property of a communication policy too and contributes to climb general communication effect of corporation. The purpose of this study is that we are to review relationship among the sports sponsorship, product attitude and purchase Intention. The results of research hypotheses are that sports players, events sponsorship have effect on product attitude except teams sponsorship, then product attitude has an effect on purchase intention.

• Proceedings of the Korea Contents Association Conference
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• 2011.05a
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• pp.241-242
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• 2011

본 기업의 스폰서십 참여가 기업과 스폰서십의 어울림, 구매의도 및 구매태도에 미치는 영향을 규명하기 위해 수행되었다. 연구 대상은 대전광역시에 위치한 P대학교의 재학생이며 목적표집법에 의해 표집하고, 실험 전 후에 설문지를 작성하게 하여 자료를 수집하였으며, 총 100명의 자료를 분석에 이용하였다. 자료처리는 SPSS 18.0과 AMOS 7을 이용하였고, 분석방법은 빈도분석, 기술분석, 신뢰도분석, 상관분석, 확인적요인분석, 회귀분석, 구조방정식 모형분석 등을 실시하였다. 연구결과 기업의 스폰서십 참여는 기업과 스폰서십에 대한 어울림이 높아지는 것으로 나타났다. 또한 구매의도와 구매태도 역시 높아지는 것으로 나타났다.

• Asia Marketing Journal
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• v.13 no.2
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• pp.71-97
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• 2011

Over the last twenty years, sponsorship has been used very widely as an important marketing tool that enhances corporate image. Since it has proven to be effective in creating positive perceptions of the company, many marketers have sponsored a variety of consumer-related activities. However, sponsorship has also been criticized as it can be related to ambush marketing and excessive commercialism which trigger negative consumer responses. Unlike the existing study on the sponsorship marketing, this study intends to investigate its negative effects. The study was conducted based on the persuasion knowledge model which was proposed by Fristed and Wright (1994) and investigated consumer responses to ulterior motive of sponsorship marketing. According to the persuasion knowledge model, consumers activate their persuasion knowledge to see the agent's commercial motive; there are several antecedents to the persuasion knowledge activation such as the source familiarity, the marketer's effort and the appropriateness of persuasion. Also, existing studies have pointed out the sponsor-event fit and the sponsor's integrity as crucial factors which influence consumer attitude. By taking a survey of people who watched the 2010 Guangzhou Asian Games, we tried to examine how the sponsor familiarity and the sponsor-event fit as pre-existing variables which have been formed based on the prior consumer knowledges/memories as well as the sponsor effort and the sponsor integrity as situational variables activated based on the specific persuasion episode influenced persuasion knowledge. We also tried to test the potential moderating role of sponsorship type (i.e., official sponsorship versus marketing focused) on the causal path from the persuasion knowledge and the consumer attitude from the perspective of the appropriateness of persuasion. The results show that the sponsor familiarity, the sponsor-event fit, and the marketer's effort have significant effects on the persuasion knowledge activation, and the sponsorship type has moderating role in the sponsorship effectiveness. The theoretical and practical implications of the results are discussed.

• Journal of Digital Convergence
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• v.15 no.5
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• pp.431-442
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• 2017

The purpose of this study was to investigate the relations among amateur tennis tournament through Sponsorship, brand knowledge and purchase intention. The results drawn through study, First, event contribution, event improve sub-factors of sponsorship of amateur tennis tournament, were indicated positively influential on its brand awareness. Second, communication, event contribution sub-factors of sponsorship of amateur tennis were indicated positively influential on its brand attitude. Third, event contribution, event improve sub-factors of sponsorship of amateur tennis tournament, were indicated positively influential on its brand image Fourth, brand knowledge was found to have a positive effect on repurchase intention.

• The Journal of the Korea Contents Association
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• v.10 no.7
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• pp.187-197
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• 2010

This study compares the national telecom commercials during the World Cup in order to investigate the communication effects of sponsorship and ambush advertising. It conducts KTF and SKT advertising in 2006 as empirical study for exploring the communication effect. As a result, empirical study says that there is no difference between sponsorship and ambush advertising in terms of attitude toward advertising, and ambush advertising results in higher attitude toward brands than sponsorship ads. The significant difference is not found in free recall, the higher rate of miscognition occurs in ambush advertising. Thus, this study confirm the significant implication that sponsorship advertising and ambush advertising should be conducted under the long-term and consistent communication strategies. This means that corporate communication strategies through sports events should be carried out centering around the campaign. It is expected that the findings of this study contribute to develop the sponsorship theory and provide practical implications on campaign strategy to advertising specialists.

• Journal of Global Scholars of Marketing Science
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• v.15 no.2
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• pp.99-122
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• 2005

This study intends to divide consumer's psychological attachment of pro-sport into the identification of attitudinal dimension and the identification of behavioral dimension. And then intends to examine the relationship effect between motivation variables associated with pro-sport team(concern with the team's ranking, ability of players, attraction of players) and inspection intention, sponsorship effect(sponsor brand attitude). Almost all previous studies measured such relationship at the fragmented level, then there were no previous studies on the complicated relationship between sport team and sponsorship. Because of mentioned facts, this study used structure equation model to verify such relationship. Briefly, verifying hypothesis is as follows. First, almost all motivations related to the team are connected behavioral identification through attitudinal identification. Second, when examining the relationship between psychological attachment and inspection intention, sponsorship brand attitude, psychological attachment had positive effect on inspection intention and sponsor brand attitude in the case of attitudinal identification, but it had positive effect on only inspection intention in the case of behavioral identification. Findings and corresponding implications are discussed & future research directions.

• The Journal of the Korea Contents Association
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• v.15 no.12
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• pp.550-559
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• 2015

We empirically examined the effect of sponsorship on firms' performance. Among many indices measuring a firm's performance, we focused on its revenue and revealed that the performance of players sponsored by the firm has a significant and positive impact on the firm's revenue. In light of transaction data on sports equipments from its importer, our paper makes the following primary contribution by empirically examining the short run effect of sports sponsorship. We believe our findings based on the field data provide strong implications for firms faced with similar decisions.

• Journal of Digital Convergence
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• v.11 no.5
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• pp.411-422
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• 2013

The purpose of this study is to analyze the impact of food corporations'sponsorship activities on Brand Images and Purchase Intension in professional sport industry in Korea. To accomplish the purpose, SPSS 18.0 Ver., had been conducted with 263 actual returned questionnaires. After the relevant literature reviews and analysis statistic data, three outcomes were deducted, those are, first, sponsorship factors for food corporations in professional sport industry significantly influenced on brand image. Second, Sponsorship factors for food corporations in professional sport industry significantly influenced on the purchase intension. Third, brand image of food corporation in professional sport industry significantly influenced on purchase intention. With this study, undiscovered several marketing strategies of food corporations with professional sport of Korea for their future marketing strategies could be discussed and proposed.

• Journal of Digital Convergence
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• v.12 no.5
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• pp.149-157
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• 2014

The purpose of this study is to test the effects of articulation and sponsorship according to the native fit level. Especially this study is focused on the moderating effect of articulation type and thinking style. The results of this study are as follows. 1) An articulation effect appears more in the low native fit than the high one. 2), 3) The moderating effect appears in articulation type, but partially in thinking style. Namely, the difference in the articulation effect appears between commercial and non commercial articulation, but it does partially between holistic thinkers and analytic thinkers. 3) The higher articulation effect is, the more sponsorship effect(attitude toward sponsor and sponsor brand) is. The results of this study contribute theoretical and managerial implications about articulation and its effect as an effective means in marketing communications.

• The Journal of the Korea Contents Association
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• v.12 no.11
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• pp.432-445
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• 2012

Company cooperates with amusement parks to do experience marketing for it's product and service. Company can reduce risk from marketing failure and amusement park can get economic support from company. So sponsorship between company and amusement park is 'win-win' relationship. This relationship finally makes new paradigm of amusement park industry, named 'Kidzania'. This research analyzes experience zone of 'Kidzania' using 'experience economy' by Pine II, B. Joseph and Gillmore, James H. I'll find sponsorship management of this amusement park and make a proposal that how to maximize the effect of amusement park.