• International Journal of Advanced Culture Technology
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• 제9권3호
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• pp.373-378
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• 2021

Sponsorship is one of the communication tools that have been used for a long time to raise corporate awareness and establish favorable customer attitude. This study tried to examine the effect of corporate sponsorship, which has recently been attracting increasing attention. We empirically examined whether sponsorship and program fit, identification with a company or brand, and corporate credibility affect the reputation of the sponsoring company. For this, We conducted a survey using a structured questionnaire for 263 college students, and the collected data were analyzed through a structural equation model along with factor analysis. As a result of the study, it was found that sponsorship and program suitability had a positive effect on corporate reputation, and brand identification and reliability also had a positive effect on corporate reputation. Based on the results of the study, it was possible to obtain the implication that it is important to increase the fit of the sponsor and sponsorship program, to improve the corporate brand identification and corporate credibility in order to increase the corporate reputation through sponsorship.

• 디지털융복합연구
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• 제12권5호
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• pp.149-157
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• 2014

본 연구의 목적은 이벤트와 스폰서의 자연적 적합성 수준에 따른 접합화 효과와 스폰서십 효과를 살펴보는 것이다. 특히 설득지식의 활성화를 배경으로 기존의 연구와는 다른 접합화 유형의 조절 효과를 살펴보았으며, 사고방식에 따른 조절효과도 살펴보았다. 연구의 결과 1) 이벤트와 스폰서간의 자연적 적합성이 높은 경우보다 낮은 경우에 접합화 효과는 더 크게 나타났다. 2) 접합화 유형의 조절효과도 확인되었다. 즉 자연적 적합성이 낮은 경우에는 상업적 접합화와 비상업적 접합화 간의 접합화 효과차이가 나타나지 않았지만, 자연적 적합성이 높은 경우에는 상업적 접합화보다 비상업적 접합화에서 접합화 효과는 크게 나타났다. 3) 사고방식의 조절효과는 부분적으로 지지되었다. 즉 이벤트와 스폰서 간의 자연적 적합성이 낮은 경우 예상한 바와 같이 분석적 사고자보다 종합적 사고자에게서 접합화 효과는 크게 나타났지만 통계적으로 유의하지는 않았다. 4) 마지막으로 접합화 효과가 클수록 스폰서 효과(스폰서십 평가, 스폰서 브랜드에 대한 태도)는 높게 나타났다. 이와 같은 연구결과는 효과적인 마케팅커뮤니케이션 수단으로서의 접합화와 그 효과에 관한 이론적 실무적 시사점을 제공한다.

• Asia Marketing Journal
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• 제13권2호
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• pp.71-97
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• 2011

스폰서십 활동은 기업의 선의의 활동이란 의미에서 기업이미지에 효과적인 설득수단으로 급성장하고 있다. 기존의 스폰서십의 연구들은 스폰서십 활동이 기업의 마케팅 활동에 미치는 긍정적 후광효과(halo effect)를 주로 언급하고 있지만 최근 들어 급증하고 있는 스폰서십의 다양한 형태는 매복마케팅과 같은 상행위적 윤리문제와 지나친 상업적 의도로 인해 소비자에게 부정적 인식을 심어주고 있기도 하다. 이에 본 연구는 설득수단으로서의 스폰서십 활동에 숨겨진 상업적 의도에 대하여 소비자가 어떻게 반응하는지 알아보기 위해 Friestad와 Wright(1994)의 설득지식모델(the persuasion knowledge model)을 적용하였다. 설득지식모델에서는 에이전트의 상업적 의도 또는 판매 의도적 활동을 간파하기 위해 소비자가 설득지식을 활성화 시킨다고 보고 있다. 이에 본 연구에서는 광저우 아시안 게임에 참여했던 스폰서십 기업에 대한 서베이를 진행하여 설득지식모델을 토대로 설득지식 유발에 영향을 주는 사전적 요인으로서 스폰서의 친숙성, 스폰서-이벤트 일치성과 상황적 요인으로서 스폰서의 노력, 스폰서의 진실성이 설득지식에 미친 영향을 밝히고 설득시도의 적절성 차원에서 스폰서십 유형(공식후원형 vs. 마케팅 중심형)에 따라 소비자의 설득지식이 소비자 태도에 미치는 영향을 분석하였다. 연구결과에 따르면 스폰서의 친숙도와 스폰서-이벤트 일치성 그리고 스폰서의 노력은 설득지식에 매개되어 소비자태도에 영향을 주고 있음이 밝혀졌으며 또한 스폰서십의 유형의 차이는 설득지식이 소비자 태도에 미치는 영향을 조절할 수 있음이 밝혀졌다. 이러한 연구의 결과를 바탕으로 향후 스폰서십 활동을 실시하려는 기업에 대한 실무적 제언을 하였다.

• 아동학회지
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• 제29권4호
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• pp.79-95
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• 2008

This study investigated developmental pathways mediating effects of child abuse on peer rejection. Participants were 904 poor children aged 10-15 from 16 nationwide cities/provinces who receive financial sponsorship from Childfund in cooperation with the Ministry for Health, Welfare and Family Affairs. Structural equation modeling was employed for statistical analyses. Results showed that child abuse was directly associated with heightened risk of rejection by peers; the relationship was indirectly mediated by aggression and cognitive ability. The hypothesized partially mediated model had a better model fit than the fully mediated model. Aggression and low cognitive ability, significant effects of abuse, were associated with peer rejection. Social withdrawal, also associated with child abuse, did not account for the association between abuse and peer rejection.

• 무역상무연구
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• 제13권
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• pp.69-81
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• 2000

Under the co-sponsorship of UNIDROIT and I.C.A.O., a preliminary draft Convention on International Interests in Mobile Equipment and a preliminary draft Protocol on Matters Specific to Aircraft Equipment has been prepared. The purpose of the Convention is to provide for the creation and effect of a new international interest in mobile equipment. The Convention's approach is quite novel in that it purports to create an international interest based upon the convention itself. The Convention is intended to be supplemented by Protocols, each of is intended to provide equipment-specific rules necessary to adapt the rules of the Convention to fit the special pattern of financing for different categories of equipment. To date, two sessions of governmental experts were held in Rome and Montreal. Korean delegations attended the two sessions. One of the members of the Korean delegation published a report on the first session. He expressed his objection to the so called self-help remedy contemplated by the current preliminary draft of the Convention which enables the holder of a security interest to repossess and dispose of the subject of the security interest by private sale rather than public auction on the occurrence of an event of default of the debtor. His view is based upon his understanding that under Korean law, the only remedy available to the holder of a security interest in mobile equipment, such as an airplane, is to apply to the competent court for a public auction. In my view, his understanding is not quite correct and is inconsistent with the current practice in Korea. Under Korean law, the parties' agreement for private sale is in principle valid unless there is an interested party who has acquired a security interest after the creation of the prior security interest or a creditor who has caused the subject of the security interest to be attached by a competent court. In this article, I discuss the current Korean law and practice relating to the enforcement of security interests by private sale in more detail.

• 의료ㆍ복지 건축 : 한국의료복지건축학회 논문집
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• 제23권4호
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• pp.55-65
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• 2017

Purpose: This study is to identify the implications and improvement solutions to plan the local community spaces bringing empty homes back into use that fit for regional characteristics, by analyzing the Empty Home Utilization Project implemented in Nam-gu, Incheon. Methods: Among 20 homes sponsored by the Project, five homes being currently operated were analyzed in depth, and features of exterior and interior spaces, and operational characteristics of the subject homes having been renovated through the project sponsorship were examined. Results: A plan is being established to systematically manage deserted or empty homes by assigning classification to each home in Nam-gu, Incheon and they are being utilized as a community space, a place of business or a cultural art space. Most of the physical improvements only included minor repairs such as redoing interior finish, as no major renovation was implemented including layout change and wall removing. Absence of major changes including improvement of house structure resulted in problems regarding accessibility and safety. Also, there was a limit to utilize the spaces only with support on physical improvement cost for empty homes, and it was identified that positive support for renovation should be conducted in accordance with its uses for the purpose. Implications: To complete the Empty Home Utilization Project successfully, it is most critical to reflect the resident opinions and demands, and discover local operators. Furthermore, for sustainable operation of local community space, additional plans for support would be required including financial support and training local leaders, consulting support for operation, encouraging community participation, and connecting with neighbor community.