• 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.

• CRM연구
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• v.3 no.1
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• pp.1-17
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• 2010

When the marketer wants to execute the sport sponsorship, he(she) has to consider the numerous intervening variables for the effective results. This study illuminates the relationship between these kind of intervening variables of brand origin, familarity, and consume's ethnocentric delinquencies to the sponsorship attitude. The result shows according to the country origin of brand, the consumer's perception of the attitude to the sponsor brand is changed. That is the more positive of the consumer perceive to the brand origin, the more positive to the sponsoring brand attitude. That means the consumer can judge the pro or con of that kind of sponsorship through the mental accounting. But the consumer believes the global sponsorship helps the sport team. The second result shows that the familiarity toward COO(country of brand origin) affects to the sport sponsorship positively. The subjects respond that when the sponsor COO is not so familiar to them, they can discount the sponsor effect of sponsorship. The third result is that there is litter influence of ethnocentrism of sport sponsorship.

• Journal of the Korean Applied Science and Technology
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• v.36 no.3
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• pp.830-839
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• 2019

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.

• 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.

• 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.

• The Journal of the Korea Contents Association
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• v.8 no.1
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• pp.93-102
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• 2008

The attitude of community member plays a key role for sponsorship response. Theory of identification is very important to understand the attitude of community members. community identification can effect to behavior and attitude to sponsors of community members. This study examines antecedents of community identification and relations between community identification and sponsorship response. I found that sense of community effect to community identification and community loyalty. Satisfaction of need, membership, and emotional ties effect to community identification and community loyalty. But influence effect only to community loyalty. community identification effect to community loyalty. And community loyalty effect to sponsorship response.

• 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 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.

• Proceedings of the Korea Contents Association Conference
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• 2007.11a
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• pp.282-285
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• 2007

The attitude of community members plays a key role for sponsorship response. Theory of identification is very important to understand the attitude of community members. Community identification can effect to behavior and attitude to sponsors of community members. This study examines antecedents of community identification and relations between community identification and sponsorship response. I found that sense of community effect to community identification and community loyalty. Satisfaction of need, membership, and emotional ties effect to community identification and community loyalty. But influence effect only to community loyalty. Community identification effect to community loyalty. And community loyalty effect to sponsorship response.

• 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.