북경올림픽 스폰서십에 따른 기업이미지와 구매의도의 관계

다국어 초록 (Multilingual Abstract)

This subject has been done on the purpose that sports sponsorship would be supported successful co's communicattons & affected exoeruebced base in this
Field in CHINA .
The category of tfis subject are figfschool & college students in J & G provinge in CHINA & investment is basis on stratified cluste raneom sampling. It is done with ttl 424 person's ancade with t-test , scatterd analysis, etc using statistics programe of spss 10.0. through above mentioned methods of study & analysis, we 've got result as belows.
1ST : For the matters of acknowledges of sponsorship to Olympic in peking ,there are statistics cdiffences of confidence, company's welfare in co's image ,& co's propaganda in sexual, onlt confidence & co's welfare in ages.service for consumer, goods competitiveness & co's welfare in monthly income average.
2ND : the facts of confidende , propaganda & acknowledge of Olympic sponsorship is affectd to the image of co's who are participated in sponsorship.
1) the facts of confidence, acknowle of Olympic sponsor- ship have affectd statistically to service for consume which is underlined fact of participated co's image.
2) the fact of confidence of Olympic sponsorship has affectd statistically to the goods competitiveness which is also underlined fact of participated co's image.
3) the fact of confidence of Olympic sponsorship has affectd statistically to the co's welfare which is underlined fact of participated co's image.
4) the facts of acknowlede , propaganda , confidence have affectd statistically to the co's outstanding.
5) the facts of confidence , acknowledge have statistically affectd to the outside propaganda.
3RD : the facts of confidence, sales promotios by propaganea have affectd statistically to the buying needs from participated co for Olympic sponsorship.
4TH : the facts of goods competitiveness & outside propaganea of co's participating Olympic sponsorship have affectd buying needs.

목차 (Table of Contents)

• ABSTRACT
• Ⅰ. 서론 = 1
• 1. 연구의 필요성 = 1
• 2. 연구의 목적 = 3
• 3. 연구의 모형 및 가설 = 3
• 4. 용어의 정의 = 5
• 5. 연구의 제한점 = 5
• Ⅱ. 이론적 배경 = 7
• 1. 스포츠 스폰서십 = 7
• 1)스포츠 스폰서십의 정의와 목적 = 7
• 2)스포츠 스폰서십의 역사 및 발전 = 11
• 3)스포츠 스폰서십의 분류 = 13
• 2. 올림픽과 스폰서십 = 16
• 1)올림픽의 이미지 = 16
• 2)올림픽 스폰서십 = 18
• 3)올림픽 상업주의 = 21
• 3. 기업이미지 = 24
• 1)기업이미지 개념과 특성 = 24
• 2)기업이미지 영할과 중요성 = 27
• 3)기업이미지 형성 = 30
• 4)기업이미지와 스포츠스폰서십 = 31
• 4. 구매의도 = 32
• Ⅲ. 연구방법 = 34
• 1. 연구대상 = 34
• 2. 조사방법 = 35
• 3. 자료처리 및 분석 = 40
• Ⅳ. 연구결과 = 41
• 1. 일반적 특성에 따른 비교분석 = 41
• 2. 올림픽 스폰서십 기업이미지 및 하위요인에 영향을 미치는 사회 인식정도요인 = 49
• 3. 올림픽 참여기업에 대한 구매의도에 영향을 미치는 사회인식정도요인 = 53
• 4. 올림픽 스폰서십 참여기업에 대한 구매의도에 영향을 미치는 기업 이미지 요인 = 54
• Ⅴ. 결론 및 제언 = 55
• 1.결론 = 55
• 2.제언 = 57
• 참고문헌 = 58
• 설문지 = 62