• 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.

• KDI Journal of Economic Policy
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• v.34 no.2
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• pp.41-53
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• 2012

This paper investigates the effect of competition on innovative activity. In the research contest, the foremost reason for limiting entry into tournaments is to raise the level of contestant's effort and to make the firms compete so that high value of innovation will be procured. Thus, a sponsor (or government) needs to take account into effort-inducing effect as well as effort-reducing effect from competition when she restricts entry. In this paper, this competition effect will be analyzed for the model of procurement for innovation, and it is shown that the individual effort level is not monotonic to the number of contestants.

• Journal of the Korea Institute of Information Security & Cryptology
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• v.17 no.4
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• pp.61-74
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• 2007

In Common Criteria evaluation scheme, sponsor and evaluator should estimate evaluation cost and duration of IT security system evaluation in contracting the evaluation project. In this paper, We analyzed study result that achieve at 2003 and 2005, and utilized part of study result. And we empirically estimate relative evaluation effort ratios among evaluation assurance levels($EAL1{\sim}EAL7$) in CC v2.3 and CC v3.1. Also, we estimate the ratios from 'developer action elements', adjusted 'content and presentation of evidence elements', and 'evaluator action elements 'for each assurance component. We, especially, use ratio of amount of effort for each 'evaluator action elements', that was obtained from real evaluators in KISA in 2003. Our result will useful for TOE sponsor as well as evaluation project manager who should estimate evaluation cost and duration for a specific EAL and type of TOE, in a new CC v3.1 based evaluation schem.

• Proceedings of the Korea Institute of Fire Science and Engineering Conference
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• 1997.11a
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• pp.93-103
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• 1997

This paper gives an overview of the CBUF project. The work described is the collective effort of 11 CBUF partners, laboratories, universities, industries, in 8 countries. It became possible to do this research thanks to the European Commission interest in the burning behaviour of upholstered furniture and their willingness to sponsor this large effort. The opportunity to work with the many of the most prominent fire researchers and furniture experts have been extremely rewarding. All the expertise of these scientists have resulted in a lot of research results that are presented. The article only gives the main findings and conclusions of the project, namely the presentation of the fire safety design procedure of the CBUF project. Other articles will deal with specific modelling topics and an extensive description of the project can be found in the final CBUF report EUR 16477 EN.

• Journal of Korean Society for Quality Management
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• v.49 no.1
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• pp.17-29
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• 2021

Purpose: During 2015-2019, the average amount of political donation to the national assembly members in Korea was 1,000 won per person. Despite its benefits such as receiving tax credits, the donation system has not been actively practiced. This paper aims to promote political donations by suggesting a recommendation system of national assembly members by analysing the bills they proposed. Methods: In this paper, we propose a recommendation system based on two aspects: how similar the newly proposed or ammended bills are to the sponsors' interest (similarity index) and how much effort national assembly members put into those bills (intensity index). More than 25,000 bills were used to measure the recommendation quality index consisted with both the similarity and the intensity indices. Word2vec was used to calculate the similarity index of the bills proposed by the national assembly member to the sponsor's interest. The intensity index is calculated by diving the number of newly proposed or entirely revised bills with the number of senators who took part in those bills. Subsequently, we multiply the similarity index by the intensity index to obtain the recommendation quality index that can assist sponsors to identify potential assembly members for their donation. Results: We apply the proposed recommendation system to personas for illustration. The recommendation system showed an average f1 score about 0.69. The analysis results provide insights in recommendation for donation. Conclusion: n this study, the recommendation system was proposed to promote a political donation for national assembly members by creating the recommendation quality index based on the similarity and the intensity indices. We expect that the system presented in this paper will lower user barriers to political information, thereby boosting political sponsorship and increasing political participation.