스포츠 스폰서십이 브랜드개성에 미치는 영향 = Effects of Sports Sponsorship on Brand Personality

다국어 초록 (Multilingual Abstract)

The objective of this study was to verify whether sports sponsorship may have affects in brand personality and whether brand personality was shown some differences according to the sports sponsorship form. To achieve the purpose of this study, spectators in their 20's who live in WonJu - Seoul area, were first given questions about the brand personality of each sports sponsorship form before the Pro-basketball game and after the two consecutive games, questions in a form of same method were given and researched to the spectators again. Paired Samples t-Test and two-way ANOVA were operated for data analysis, and got the following conclusion.
For sports sponsorship, there was a significant difference in 'sincerity', 'excitement' and 'ruggedness' of brand personality according to Before-After watching game at the p<.01 significant level.
There was a significant difference in the interaction effect between Before-After watching game, sports sponsorship form and 'sincerity' of brand personality at the p<.05 significant level. However, there was not a significant difference in the interaction effect between Before-After watching game and sports sponsorship form at the p>.05 significant level. Therefore, 'sincerity' of after watching game appeared significantly higher than 'sincerity' of before watching game regardless of sports sponsorship form, and also, 'sincerity' of Title sponsorship appeared significantly higher than 'sincerity' of A-Board sponsorship and Uniform sponsorship regardless of before-after watching game.
There was a significant difference in the interaction effect between Before-After watching game, sports sponsorship form and 'excitement' of brand personality at the p<.05 significant level, however, there was not a significant difference in interaction effect between Before-After watching game and sports sponsorship form at the p>.05 significant level. Therefore, 'excitement' of after watching game appeared significantly higher than 'excitement' of before watching game regardless of sports sponsorship form, and also, 'excitement' of Title sponsorship appeared significantly higher than 'excitement' of A-Board sponsorship and Uniform sponsorship regardless of before-after watching game.
There was a significant difference in the interaction effect between sports sponsorship form and 'competence' of brand personality and Before-After watching game at the p<.05 significant level. However, there was not a significant difference in the interaction effect between 'competence' of brand personality and Before-After watching game at the p>.05 significant level. The sports sponsorship form related with Before-After watching game, 'competence' of after watching game appeared significantly higher than 'competence' of before watching game.
As a result of analyzing Before-After watching game, sports sponsorship form and 'sophistication' of brand personality, it appeared that there was not a significant difference in the maineffect and the form of each Before-After watching game and there wasn't a mutual interaction between two independent beings.
There was a significant difference in the interaction effect between Before-After watching game and 'ruggedness' of brand personality, and between Before-After watching game and sports sponsorship form at the p<.05 significant level, however, there was not a significant difference in the interaction effect between 'ruggedness' of brand personality and Before-After watching game at the p>.05 significant level. The sports sponsorship form in relation to Before-After watching game, 'ruggedness' of after watching game appeared significantly higher than 'ruggedness' of before watching game.

목차 (Table of Contents)

• 목차
• Ⅰ 서론 = 1
• 1. 연구의 필요성 및 목적 = 1
• 2. 연구의 문제 = 4
• 3. 연구 가설 = 4
• 4. 용어정의 = 6
• Ⅱ. 이론적 배경 = 7
• 1. 스포츠 스폰서십 = 7
• 1) 스폰서십(Sponsorship)의 정의 = 7
• 2) 스포츠 스폰서십의 정의 및 선행연구 = 9
• 3) 스포츠 스폰서십의 유형 = 11
• 4) 스포츠 스폰서십의 목적과 의의 = 12
• 5) 스포츠 스폰서십의 효과 = 13
• 2. 브랜드 개성 = 16
• 1) 브랜드의 정의 = 16
• 2) 브랜드 개성의 정의 및 선행연구 = 17
• 3) 브랜드 이미지/개성의 관계 = 26
• 4) 브랜드 개성의 가치와 역할 = 28
• Ⅲ 연구방법 = 30
• 1. 연구대상 = 30
• 2. 조사도구 = 30
• 1) 신뢰성 검증 = 31
• 2) 타당도 검증 = 32
• 3. 조사절차 = 34
• 4. 자료처리 방법 = 34
• Ⅳ 연구결과 = 35
• 1. 스포츠 스폰서십과 브랜드 개성 = 35
• 2. 스포츠 스폰서십 형태에 따른 브랜드 개성 = 36
• 1)처치시기(경기관람 전·후)와 스포츠 스폰서십 형태에 따른 브랜드 개성 "진실함" 분석 = 36
• 2)처치시기와 스포츠 스폰서십 형태에 따른 브랜드 개성 "흥미로움" 분석 = 38
• 3)처치시기와 스포츠 스폰서십 형태에 따른 브랜드 개성 "능력" 분석 = 39
• 4)처치시기와 스포츠 스폰서십 형태에 따른 브랜드 개성 "세련됨" 분석 = 41
• 5)처치시기와 스포츠 스폰서십 형태에 따른 브랜드 개성 "강인함" 분석 = 42
• Ⅴ. 논의 = 45
• Ⅵ. 결론 및 제언 = 48
• 1. 결론 = 48
• 2. 제언 = 50
• 참고 문헌 = 50
• ABSTRACT = 61