스포츠 스폰서십이 기업이미지와 구매의도에 미치는 영향에 관한 연구
Effect of Sports Sponsorship on Company Image and Purchase Intention
스포츠 스폰서십 기업이미지 구매의도;
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The purposes of this study were following : First, we are to review the situation of sports sponsorship and existing researches related to the it. Second, we are to build the conceptional definition of sports sponsorship and to elicit variables of sports sponsorship which may have effect on company image and purchase from the existing literatures. Third, we are to review which marketing strategy of sports sponsorship can have effects on purchase intention and company image. Fourth, we are to verify research hypotheses that the effects of sports sponsorship have effects on the purchase intention and company image. Fifth, we are to elicit construct factors of sports sponsorship having an effect on the purchase intention and company image from the results of empirical research in order to make contribution to the improvement of company image. The results of research hypotheses are following : H_(1) : Sports sponsorship has an effect on company image. H_(1-1) : Sports sponsorship has an effect on the product competitiveness. H_(1-2) : Sports sponsorship have an effect on the customer service. H_(1-3) : Sports sponsorship have an effect on the company appearance. H_(1-4) : Sports sponsorship have an effect on the social responsibility. H_(1-5) : Sports sponsorship have an effect on the welfare of company. H_(1-6) : Sports sponsorship have an effect on the public relations. H_(2) : Sports sponsorship have an effect on the intention of product purchase. H_(2-1) : Sports sponsorship have an effect on the intention of consideration. H_(2-2) : Sports sponsorship have an effect on the intention of recommendation. H_3 : Company image has an effect on the intention of product purchase. H_(3-1) : Company image has an effect on the intention of consideration. H_(3-2) : Company image has an effect on intention of recommendation. The implications of this study are following : First, we measured the effect of sports sponsorship domestic researchers don't have much attention to. Second, while existing researches are focusing on the case study, our research uses the experimental design method. Third, we verified that how sports sponsorship have different effects on the company image and preference according to the environment. It means that we need to differentiate the sponsorship activities. Fourth, companies have to make efforts to link sports teams, events, players, facilities and brand with consumers. Fifth, communication strategies through the sports will be the efficient way to make a promotion and image of products. And we can make the exact positioning of segmented target groups because sports reflects the lifestyle of sports consumers. The limitations of this study are following : First, we have to review many factors to measure the effect of sports sponsorship, but we used the basic data because of limitation of experiment. Second, the long-term measurement are needed to measure the rational effect of sports sponsorship. Third, we need the comparative research into various promotional factors and effects of sponsorship because there are many promotion strategies besides sponsorship.