문화예술공연 스폰서십이 소비자의 구매의도에 미치는 영향에 관한 연구 = The Study on the Effects of Art and Culture Sponsorship on the Purchasing Intention

국문 초록 (Abstract)

국문 요약 = V
제 1 장 서 론 = 1
제1절 문제제기와 연구목적 = 1
제2절 연구의 방법과 범위 = 4
제3절 논문의 구성 = 5
제 2 장 이론적 배경 = 6
제1절 문화 마케팅 = 6
1. 문화 마케팅의 개념 = 6
2. 문화 마케팅의 유형과 사례 = 7
3. 문화 마케팅의 동기 및 효과성 평가 = 9
제2절 스폰서십 = 11
1. 스폰서십의 정의 = 11
2. 스폰서십과 메세나의 비교 = 12
3. 스폰서십의 목표 = 14
4. 기업의 문화 예술 스폰서십 경향 = 15
5. 국내의 문화 스폰서십 현황 = 18
6. 스폰서십의 선택기준과 효과측정방법 = 19
제3절 기업 이미지 = 23
1. 기업이미지의 정의 = 23
2. 기업이미지 구성 요소 = 24
3. 기업이미지 형성요인 = 26
제4절 브랜드 이미지 = 28
1. 브랜드의 정의 = 28
2. 브랜드 이미지 개념 = 29
3. 브랜드 이미지에 대한 선행 연구 = 30
4. 자산으로서의 브랜드에 대한 인식 = 31
제5절 구매의도 = 34
제 3 장 연구의 설계 = 38
제1절 연구 모형 및 가설 설정 = 38
1. 연구 모형 = 38
2. 가설 설정 = 39
제 4 장 실증분석 = 44
제1절 변수의 조작적 정의 및 측정 = 44
1. 공연에 대한 호감도 = 44
2. 스폰서십의 성격 = 45
3. 기업 이미지와 공연 이미지의 일치도 = 45
4. 기업 이미지 = 45
5. 브랜드 이미지 = 46
6. 구매의도 = 46
제2절 자료 수집 및 분석 방법 = 47
1. 설문지 구성 = 47
2. 자료의 수집 = 48
3. 분석 방법 = 48
제3절 표본의 특성 = 48
1. 인구통계학적 특성 = 48
제4절 신뢰성 분석 및 타당성 분석 = 50
1. 신뢰성 분석 = 50
2. 타당성 분석 = 51
제5절 가설검증의 결과 = 55
1. 연구모형의 적합도 검증 = 55
2. 가설 검증 = 56
제 5 장 결 론 = 59
제1절 연구 결과와 요약 = 59
제2절 연구의 시사점 = 61
제3절 연구의 한계 및 향후 연구 방향 = 62
참 고 문 헌 = 63
설 문 지 = 70
ABSTRACT = 75

국문 초록 (Abstract)

오늘날, 스폰서십은 판매증진의 형태로 기업의 이윤을 되돌려 받을 수 있기 때문에 단순히 재정적 기부 행위의 차원을 넘어 마케팅의 한 수단이 되었다. 그리하여 기업은 제품이 질적 향상, 기술의 발달 등을 통해 소비자의 욕구를 충족시켜주고자 하는 동시에 마케팅 활동의 일환인 기업 PR과 광고 그리고 사회적 문화적 활동 등을 후원함으로써 장기적인 측면에서 긍정적인 기업 및 브랜드 이미지를 구축하고자 한다.
이처럼 스폰서십은 기업의 마케팅 수단이 되었기 때문에, 기업은 어떠한 행사에 스폰서를 할 것이지, 스폰서십 재원을 어떻게 활용 할 수 있는지 등에 대한 의사결정과, 스폰서를 했을 때 어떠한 반응을 기대되는지 등에 대한 많은 사안들에 대해 여러 각도에서 심사숙고 하여야 한다.
그 동안 선례 연구에서는 기업이 문화예술을 자선이나 사회공헌 형태로 지원 하는 메세나에 대한 연구나 스포츠 스폰서십에 대한 연구였다. 스포츠 스폰서십은 그에 대한 반대 급부가 상당하여 기업의 많은 참여를 이끌어 낼 수 있었으나 동등한 상호호혜 관계에서 이루어지는 스폰서십은 기업이 문화, 예술단체를 스폰서하면서 얻게 되는 반대급부가 상당히 비가시적이고 모호한 것이 사실이다. 이에 따라 문화 마케팅의 전반적인 논의와 문화와 기업 마케팅과의 융합의 효과에 대해서 체계적이고 세부적인 연구를 위해 본 연구에서는 기존의 선행 연구들과는 차별적으로 문화 예술 공연 스폰서십이 기업이미지와 브랜드이미지에 어떤 영향을 미치며 이런 이미지들이 소비자의 구매의도에 어떻게 영향을 미치는지에 대해 연구하는 것이 목적이다.
연구 결과 공연에 대한 호의도가 기업이미지에는 부정적인 영향을 미치는 것으로 나타났으나 공연에 대한 호의도가 브랜드이미지에는 긍정적인 영향을 미치는 것으로 나타났다. 자선적 성격의 스폰서십은 기업이미지에 긍정적인 영향을 주었고, 상업적 스폰서십 성격은 기업이미지에 부정적인 영향을 주었다. 또한 자선적인 스폰서십 성격은 브랜드 이미지에도 긍정적인 영향을 주었고 기업이미지와 공연이미지의 일치도가 높을수록 기업이미지와 브랜드 이미지에는 긍정적인 영향을 주었다. 하지만 기업이미지가 구매의도에 긍정적인 영향을 주지 못했으며, 브랜드이미지는 구매의도에 긍정적인 영향을 주었다.
따라서 이러한 연구결과를 바탕으로 시사점을 논의하고 연구의 한계와 향후 연구방향을 제시하였다.

다국어 초록 (Multilingual Abstract)

These days, sponsorship is not only financial contribution but also a marketing strategy of corporations to advertise and increase sales and profits.
Therefore, corporations try not only to satisfy the consumer's needs through improvement of the quality of the product and development of technology but also to build positive corporate brand image as corporate PR, advertisement and culture activities. Because sponsorship becomes one of the critical marketing strategies, corporations should take account of variable aspects: what kinds of event and effect they earn by sponsorships and how they will finance the sponsorships.
Previous studies only tried to find out both mecenat as both philanthropist and patron for society and sports sponsorship for marketing, because art and culture sponsorship have been reported that it was not effective and powerful on the consumer comparing to sports sponsorship.
Therefore this study aims to find out how culture and art performance effects on corporations and brand image and how these images effect on purchasing intention.
This study surveys the people from 20 to 50 years old who have been or going to take part in the culture marketing sponsored by a corporation and carries out an analysis on the covariance structure. The purpose of this study is to make clear the structural relation. Followings are the hypotheses of this study.
H1: Goodwill for the performance have a positive effect on the corporation image.
H2: The degree of sponsorship's charity have a positive effect on the corporation image.
H3: The consistency between performance image and the corporation image have a positive effect on the attitude to the performance.
H4: Goodwill for the performance have a positive effect on the brand image.
H5: The degree of sponsorship's charity have a positive effect on the brand image.
H6: The consistency between performance image and the corporation image have a positive effect on the brand image.
H7: The corporation image have a positive effect on the consumer's purchasing intention.
H8: The brand image have a positive effect on the consumer's purchasing intention.
The result of an analysis found that goodwill for performance does not effect on corporation image positively, otherwise it effects on brand image positively. The more charitable the sponsorship is the more it effects on corporation image positively, otherwise the more commercial it is the more negatively it effects on corporation image. In addition, a charitable sponsorship effects on brand image positively. The closer the relation of both corporation image and performance is the more it effects on corporation and brand image positively. The corporation image does not effect on the purchasing intention, however, brand image effects on it positively.
Finally, this study describes implications and limitation of the result of this study and proposes that how future study needs to develop to compensate this study.

목차 (Table of Contents)

• 目 次
• 국문 요약 ··········································································· V
• 제 1 장 서 론 ·································································· 1
• 제1절 문제제기와 연구목적 ······················································ 1
• 제2절 연구의 방법과 범위 ······················································ 4
• 제3절 논문의 구성 ······························································· 5
• 제 2 장 이론적 배경 ·························································· 6
• 제1절 문화 마케팅 ································································ 6
• 1. 문화 마케팅의 개념 ·························································· 6
• 2. 문화 마케팅의 유형과 사례 ················································· 7
• 3. 문화 마케팅의 동기 및 효과성 평가 ····································· 9
• 제2절 스폰서십 ··································································· 11
• 1. 스폰서십의 정의 ····························································· 11
• 2. 스폰서십과 메세나의 비교 ················································· 12
• 3. 스폰서십의 목표 ··························································· 14
• 4. 기업의 문화 예술 스폰서십 경향 ········································· 15
• 5. 국내의 문화 스폰서십 현황 ················································ 18
• 6. 스폰서십의 선택기준과 효과측정방법 ···································· 19
• 제3절 기업 이미지 ························································· 23
• 1. 기업이미지의 정의 ························································ 23
• 2. 기업이미지 구성 요소 ·················································· 24
• 3. 기업이미지 형성요인 ······················································· 26
• 제4절 브랜드 이미지 ··························································· 28
• 1. 브랜드의 정의 ······························································ 28
• 2. 브랜드 이미지 개념 ························································ 29
• 3. 브랜드 이미지에 대한 선행 연구 ········································ 30
• 4. 자산으로서의 브랜드에 대한 인식 ······································· 31
• 제5절 구매의도 ·································································· 34
• 제 3 장 연구의 설계 ······················································· 38
• 제1절 연구 모형 및 가설 설정 ··············································· 38
• 1. 연구 모형 ···································································· 38
• 2. 가설 설정 ···································································· 39
• 제 4 장 실증분석 ····························································· 44
• 제1절 변수의 조작적 정의 및 측정 ··········································· 44
• 1. 공연에 대한 호감도 ························································· 44
• 2. 스폰서십의 성격 ···························································· 45
• 3. 기업 이미지와 공연 이미지의 일치도 ··································· 45
• 4. 기업 이미지 ································································· 45
• 5. 브랜드 이미지 ······························································ 46
• 6. 구매의도 ······································································ 46
• 제2절 자료 수집 및 분석 방법 ················································ 47
• 1. 설문지 구성 ·································································· 47
• 2. 자료의 수집 ·································································· 48
• 3. 분석 방법 ····································································· 48
• 제3절 표본의 특성 ······························································· 48
• 1. 인구통계학적 특성 ·························································· 48
• 제4절 신뢰성 분석 및 타당성 분석 ·········································· 50
• 1. 신뢰성 분석 ································································· 50
• 2. 타당성 분석 ································································· 51
• 제5절 가설검증의 결과 ························································ 55
• 1. 연구모형의 적합도 검증 ·················································· 55
• 2. 가설 검증 ··································································· 56
• 제 5 장 결 론 ································································· 59
• 제1절 연구 결과와 요약 ······················································ 59
• 제2절 연구의 시사점 ·························································· 61
• 제3절 연구의 한계 및 향후 연구 방향 ····································· 62
• 참 고 문 헌 ········································································ 63
• 설 문 지 ············································································ 70
• ABSTRACT ······································································· 75
• 表 目 次
• <표 1> 메세나 관련 용어 ························································ 7
• <표 2> 문화 마케팅의 유형과 사례 ············································ 8
• <표 3> 메세나와 스폰서십의 비교 ············································ 13
• <표 4> 스폰서십 제안들의 평가에 사용된 가중치 기준의 예 ············· 20
• <표 5> 브랜드에 대한 실무와 학계의 개념 정의 ··························· 29
• <표 6> 브랜드 자산에 대한 다양한 개념 정의 ······························ 32
• <표 7> 인터브랜드 선정, 2006년 세계 30대 브랜드 ························ 33
• <표 8> 설문지 구성 내용과 문항 수 ········································· 47
• <표 9> 인구통계학적 특성 ····················································· 49
• <표 10> 신뢰도 분석 결과 ····················································· 50
• <표 11> 집중타당성 분석결과 ················································· 53
• <표 12> 판별타당성 분석결과 ················································· 54
• <표 13> 연구모형의 적합도 검정 결과 ······································· 55
• <표 14> 가설 검증의 요약 ····················································· 58
• 그 림 目 次
• <그림 1> 기업이미지의 구성요소 ············································· 26
• <그림 2> 구매자 의사결정 과정 ··············································· 34
• <그림 3> 대체 안 평가와 구매의사결정 사이의 단계 ······················ 36
• <그림 4> 연구 모형 ····························································· 38
• <그림 5> 연구 모형의 가설 검증 결과 ······································ 56