체인 레스토랑의 스포츠 이벤트 스폰서십 선택을 통한 이미지 향상

• 영문명: A Study of Decision on Sports Event Sponsorship of Chain Restaurants
• 발행기관: 한국외식경영학회
• 저자명: 하인주(Ha In Joo)
• 간행물 정보: 『외식경영연구』8권 1호, 145~161쪽, 전체 17쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2005.04.30

영문 초록

This study reports the results of an experiment by university students as a population who evaluated the degree of the sporting event's image and the brand image of chain restaurants. Through an event-family restaurant image similarity survey, sponsorship pairings were selected. It implies that before entering into sponsorship arrangements firms would be advised to take a proactive role in measuring their target consumers' event image perceptions in order to confirm that the events image is consistent with the firms brand positioning goals. It indicates that if image transfer is of concern, then event selection should be made with a degree of similarity in mind. To enhance the strength of image transfer in the case of event sponsorship, it seems plausible that marketers may wish to alter communication tools regarding the product prior to the event, to be more congruent with the image of the event.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 조사 방법

Ⅳ. 조사 결과

Ⅴ. 시사점 및 결론

참고문헌

키워드

Sports event Sponsorship Chain restaurant