• 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 the Korean BIBLIA Society for library and Information Science
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• v.10 no.1
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• pp.175-212
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• 1999

All the libraries are facing major financial problems due to a variety of reasons such as non growing or even decreasing appropriations from their administration, continuing inflationary increases for journal and library materials, needs for new or improved facilities. increased costs for new technologies and networks and more demands for services. To address these financial problems, library administrators need to find ways to supplement their budgets through existing as well as new creative external funding strategies including grants, fundraising. sponsorship. resource sharing fees and others. This paper is drawing fundraising and sponsorship. But this financial aid is not an Aladin's lamp which, if rubbed three times, will give you three wishes and all the money you want. So this study is reviewed the history of fundraising, environmental situation in connecting with library law, status-quo, practical process for fundraising and existing sponsorship methods.

• 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.

• 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.

• 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.

• Journal of Fashion Business
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• v.26 no.6
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• pp.116-132
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• 2022

Fashion marketing activity performed by social media influencers (SMIs) has grown exponentially in the past years. Research regarding their marketing power is often discussed in the context of sponsorship disclosure, in order to overcome obstacles of impending regulations that may endanger the authenticity SMIs are perceived to have compared to traditional marketing agents. Upon recent heterogeneous findings, a netnographic approach was taken to examine the actual sponsored posts of SMIs on Instagram. Based on two representative cases that received media coverage, a qualitative analysis of 1,058 comments on Instagram showed customer inspiration and informational social influence regardless of sponsorship disclosures present. Regarding customer inspiration, high frequency of comments including choice imitation intentions was observed. Under certain conditions, customer responses were focused on the SMI's expertise irrespective from the brand being endorsed. Findings show future implications from both an academic and industry-focused perspective for future potential of SMIs in fashion marketing.

• 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 Research Journal of the Costume Culture
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• v.23 no.3
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• pp.353-367
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• 2015

This study analyzed consumers' awareness, preference levels, and effect expectations in relation to fashion art marketing according to the types of such marketing (collaboration between fashion and art in fashion products, called product collaboration; sponsorship for art foundation; artist sponsorship; collaboration for the design of a space/store/display; ad/promotional film collaboration). The study also investigated the influence of consumers' attitudes toward fashion art marketing with respect to purchase intention. The study was implemented through a descriptive survey method. The sample consisted of 342 men and women between the ages of 20 and 45. The data were analyzed by factor analysis, one-way ANOVA, and multiple regression analysis. The results revealed that there are significant differences in consumers' awareness and effect expectations in relation to fashion art marketing according to the types of fashion art marketing activities. While no differences were found in preference levels according to the type of fashion art marketing, all the types of art marketing showed overall high levels of preference. The collaboration between fashion and art in fashion products, which had the highest awareness, also showed the highest expected effect. In all the types of fashion art marketing, consumers' attitudes had a significant influence on purchase intention. In cases of sponsorship for an art foundation, artist sponsorship, collaboration for the design of a space/store/display, and ad/promotional films, consumers' effect expectations had the most significant influence on purchase intention, followed by preference and awareness level. These results could be used to provide appropriate proposals to fashion brands when they plan to set up an art marketing strategy.

• 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.