Relationship between Corporate Image, Brand Awareness, and Purchase Intention according to Sports Sponsorship

다국어 초록 (Multilingual Abstract)

This study analyzes the relationship between corporate image, brand awareness, and purchase intention according to sports sponsorship. In order to achieve this purpose, 250 college students enrolled in universities in the Jeonbuk area were surveyed, and a total of 246 of them, excluding unfaithful data, were evaluated for the impact of sports sponsorship activities on corporate image, brand awareness, and purchase intention. For data processing, frequency analysis was conducted to find the frequency and percentage of the general characteristics of the research subjects, and exploratory factor analysis and reliability analysis were used to calculate Cronbach's α coefficient and identify the validity of the measurement tool. In addition, correlation analysis was conducted to measure the degree of relevance between each constituent concept, and linear regression analysis and multiple regression analysis were performed to determine the effect of independent variables on the dependent variable. As a result, it was found that sports sponsorship activities have significant effect on the corporate image, and sports sponsorship activities have significant influence on brand awareness and purchase intention of sports consumers. Therefore, sports sponsorship activities positively effect corporate image, brand awareness, and purchase intention, while brand awareness and corporate image can also have a significant effect on consumers' purchase intention. Companies engaged in sports sponsorship activities need to use sponsorship to increase their image or brand awareness and use it as a strategic marketing tool that can lead to purchases from consumers.

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