The Effects of Sports Sponsorship Recognition on Corporate Image, Purchasing Intention and Brand Identification

• 발행기관: 한국유통과학회
• 저자명: Seung-Hoon KANG Jae-Gyun KIM Myung-Hwan YANG
• 간행물 정보: 『유통과학연구(JDS)』제17권 제10호, 49~59쪽, 전체 11쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2019.10.30

영문 초록

Purpose - This study aims to verify the effect of sports sponsorship recognition on corporate image and the relationship between image and identification, corporate image and purchasing intention, brand identification and purchasing intention Research design, data, and methodology - To carry out the purpose of this study, a set of data was collected from 320 surveys and 305 of them were used. Statistic programs, SPSS 18.0 and AMOS 20.0, were used to analyze the data. Results - It was found that emotional sports sponsorship recognition and social sponsorship sports sponsorship recognition had positive effects on corporate image and brand identification. Corporate image also had a positive effect on brand identification. Besides, it was analyzed that corporate image and brand identification had positive effects on purchasing intention. Conclusions - The results show that sports sponsorship recognition can influence brand identification and purchasing intention, and contribute to the enhancement of corporate image. Since brand personality that matches the self-image of the targeted customer will have a more positive effect on the relationship with the consumer, marketing activities should be carried out so that the brand image can be identified with the company image of sports sponsorship activities.

목차

Abstract

1. Introduction

2. Theoretical Background and Hypothesis

3. Methodology

4. Results

5. Conclusion

References

키워드

Sports Sponsorship Corporate Image Product Purchasing Intention Brand Identification