이벤트 스폰서십 추구편익에 관한 연구 = A Study on the Benefit and effects of Event Sponsorship

다국어 초록 (Multilingual Abstract)

The purpose of this study is to identify sponsorship benefit factors for the sponsor of event and to find differences between benefit factors and characteristics of the sponsors including the types of events. Analysis of sponsorship benefits factors extracted 6 factors including marketing effects, gaining predominant position in sales and market, improvement of the relationship with employees, hospitality to and improvement of the relationship with customers, recognition of the corporation, and factors caused by competitors. As the result of variance analysis, it was found that there were significant differences between characteristics of the sponsor and sponsorship and benefit factors. This study provides event organizers with basic data for the strategy of marketing for the successful event.