스포츠 스폰서십이 기업이미지와 구매의도에 미치는 영향에 관한 연구 = Effect of Sports Sponsorship on Company Image and Purchase Intention

다국어 초록 (Multilingual Abstract)

The purposes of this study were following :
First, we are to review the situation of sports sponsorship and existing researches related to the it.
Second, we are to build the conceptional definition of sports sponsorship and to elicit variables of sports sponsorship which may have effect on company image and purchase from the existing literatures.
Third, we are to review which marketing strategy of sports sponsorship can have effects on purchase intention and company image.
Fourth, we are to verify research hypotheses that the effects of sports sponsorship have effects on the purchase intention and company image.
Fifth, we are to elicit construct factors of sports sponsorship having an effect on the purchase intention and company image from the results of empirical research in order to make contribution to the improvement of company image.
The results of research hypotheses are following :
H_(1) : Sports sponsorship has an effect on company image.
H_(1-1) : Sports sponsorship has an effect on the product competitiveness.
H_(1-2) : Sports sponsorship have an effect on the customer service.
H_(1-3) : Sports sponsorship have an effect on the company appearance.
H_(1-4) : Sports sponsorship have an effect on the social responsibility.
H_(1-5) : Sports sponsorship have an effect on the welfare of company.
H_(1-6) : Sports sponsorship have an effect on the public relations.
H_(2) : Sports sponsorship have an effect on the intention of product purchase.
H_(2-1) : Sports sponsorship have an effect on the intention of consideration.
H_(2-2) : Sports sponsorship have an effect on the intention of recommendation.
H_3 : Company image has an effect on the intention of product purchase.
H_(3-1) : Company image has an effect on the intention of consideration.
H_(3-2) : Company image has an effect on intention of recommendation.
The implications of this study are following :
First, we measured the effect of sports sponsorship domestic researchers don't have much attention to.
Second, while existing researches are focusing on the case study, our research uses the experimental design method.
Third, we verified that how sports sponsorship have different effects on the company image and preference according to the environment. It means that we need to differentiate the sponsorship activities.
Fourth, companies have to make efforts to link sports teams, events, players, facilities and brand with consumers.
Fifth, communication strategies through the sports will be the efficient way to make a promotion and image of products. And we can make the exact positioning of segmented target groups because sports reflects the lifestyle of sports consumers.
The limitations of this study are following :
First, we have to review many factors to measure the effect of sports sponsorship, but we used the basic data because of limitation of experiment.
Second, the long-term measurement are needed to measure the rational effect of sports sponsorship.
Third, we need the comparative research into various promotional factors and effects of sponsorship because there are many promotion strategies besides sponsorship.

목차 (Table of Contents)

• 목차 = ⅰ
• 제1장 서론 = 1
• 제1절 연구의 목적 = 1
• 제2절 연구의 방법 및 범위 = 3
• 제2장 이론적 배경 = 6
• 제1절 스포츠 스폰서십 = 6
• 1. 스폰서십의 정의와 목적 = 6
• 2. 스포츠 스폰서십의 종류 = 9
• 3. 스포츠 스폰서십의 발전과정 = 12
• 4. 스포츠 스폰서십의 효과 = 17
• 제2절 기업이미지 = 23
• 1. 기업이미지의 의의 = 23
• 2. 기업이미지의 중요성과 구성요소 = 24
• 3. 기업이미지 형성 및 관리단계 = 32
• 제3절 구매의도 = 37
• 1. 구매의도 = 37
• 2. 태도와 행동의도 = 38
• 제3장 실증연구의 설계 = 41
• 제1절 연구모형 및 가설의 설정 = 41
• 1. 연구모형 = 42
• 2. 연구가설의 설정 = 42
• 제2절 변수의 조작적 정의 및 측정 = 43
• 제3절 조사방법 = 44
• 1. 설문지의 구성 및 내용 = 44
• 2. 표본의 추출 및 자료수집 방법 = 46
• 3. 통계처리방법 = 46
• 제4장 실증분석 및 결과 = 47
• 제1절 표본의 특성 = 47
• 1. 설문응답자의 인구통계학적 특성 = 47
• 2. 신뢰도 분석 = 50
• 제2절 가설검증 = 52
• 1. 스포츠 스폰서십과 기업이미지와의 관계 = 52
• 2. 스포츠 스폰서십과 구매의도와의 관계 = 60
• 3. 기업이미지와 구매의도와의 관계 = 62
• 제3절 분석결과의 요약 = 65
• 제5장 결론 = 67
• 제1절 연구의 요약 = 67
• 제2절 연구의 마케팅 관리적 시사점 = 68
• 제3절 연구의 한계점 = 70
• 참고문헌 = 72
• Abstract = 78
• 설문지 = 81