스포츠 스폰서십 효과 모형 검증 = A Test of Model for Sports Sponsorship Effect

다국어 초록 (Multilingual Abstract)

The purpose of this study was to test of model for sport sponsorship effect. We hypothesized sport sponsorship was consisted of sport component, i.e., attitude for sport, sport status, and sport popularity, sponsor component such as attitude for sponsor, expectation for sponsor, and goal of sponsoring, and sponsorship effect such as improvement of sponsor image, purchasing intention, and attitude for brand. In addition, it was hypothesized that perceived fitness between sport event and sponsor will mediate to sponsorship effect. A total of 375 university students was participated in this study. We conducted structure equation modeling in order to test our propositions. The results showed that generic model for building a theory was not suitable for this study. In other words, it was indicated that components of sponsoring enterprise, esp. sponsor goal, were more influential than sport component on sponsoring effect in the results of test of models of sponsorship effect including mediation model. These results implied that consumers evaluated sponsoring goal and expectation for enterprise importantly in sponsorship. Thus, it will be necessary for enterprise to sponsor sport event with non-commercial goal and an activity of social contribution.

국문 초록 (Abstract)

본 연구에서는 스포츠 경기에 대한 기업의 후원 효과를 모형을 통해 검증하고자 했다. 후원을 하는 기업의 요소로는 기업에 대한 태도, 후원기대 및 목적을, 스포츠의 요소로는 선호도, 위상 및 인기를, 후원효과로는 브랜드에 대한 태도, 기업에 대한 태도와 구매의도를 측정하여 구조방정식 모델링을 통해 검증하였다. 또한 기업-스포츠 간 지각된 적합성이 기업과 스포츠의 후원효과에 대해 어떠한 영향력을 갖는지 검증하고자 했다. 대학생 375명을 대상으로 한 결과, 스포츠 경기 요소보다는 후원 기업의 후원목적 등이 적합성 지각에 더 많은 영향을 미치고, 이러한 적합성은 스폰서십 효과에 영향을 미치는 것으로 나타났다. 따라서 기업은 비상업적인 목적으로 스포츠 경기를 후원을 함으로써 기업의 이미지 개선이나 구매를 유도할 수 있을 것임을 시사하고 있다.

참고문헌 (Reference)

1 Erick, J, "스폰서십과 퍼스낼러티 in: 스포츠 마케팅" 대한미디어 129-145, 2002

2 백광, "스포츠마케팅" 대경북스 2003

3 김기범, "스포츠경기대회의 위상, 기업의 후원목적과 경기대회- 기업 적합성이 후원효과에 미치는 영향 분석" 한국방송광고공사 72 (72): 9-29, 2006

4 송병권, "사회문화속의 여성스포츠" 8 (8): 89-103, 2000

5 김완석, "광고태도가 상표태도 형성에 영향을 미치는 과정에 대한 상표친숙도의 영향" 34 : 31-49, 1997

6 McCracken,G, "Who is the celebrity endorser? Cultural foundations of the endorsement process" 16 : 310-321, 1989

7 Baron, R. M, "The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations" 51 : 1173-1182, 1986

8 Burke, M. C, "The impact of feelings on ad-based affect and cognition" 26 : 69-83, 1989

9 Kaplan,D, "Structural equation modeling" Sage 1995

10 Geng, L, "Sports marketing strategy: A consumer behavior case analysis in China" 4 (4): 147-154, 1996

11 Rowe,D, "Sport, culture and the media: The unruly trinity" Open University Press 1999

12 Milne, G. R, "Sport marketing: Managing the exchange process in: 대한미디어" Jones and Bartlett Publishers 2002

13 Schaaf,P, "Sport marketing: It's not just a game anymore" 나남출판 1999

14 Bentler, P. M, "Significance tests and goodness of fit in the analysis of covariance structures" 88 (88): 588-606, 1980

15 Kuzma, J. R, "Negative corporate sponsor information: The impact on consumer attitudes and purchase intentions" 7 (7): 140-147, 2003

16 Stipp, H, "Modeling the impact of Olympic sponsorship on corporate image" 36 (36): 22-27, 1996

17 Horne, J, "Japan, Korea, and the 2002 World Cup" Routledge 2002

18 Marsh, H. W, "Goodness-of-fit indexes in confirmatory factor analysis: The effects of sample size" 103 (103): 391-410, 1988

19 Peterson, R. A, "Effects of advertised customer satisfaction claims on consumer attitude and purchase intention" 32 : 34-40, 1992

20 Speed, R, "Determinants of sports sponsorship responses" 29 (29): 226-238, 2000

21 d'Astous, A, "Consumer evaluations of sponsorship programmes" 29 (29): 6-22, 1995

22 Keller,K.L, "Conceptualizing, measuring, and managing customer-based brand equity" 57 (57): 1-22, 1993

23 Bentler,P.M, "Comparative fit indexes in structural models" 107 (107): 238-246, 1990

24 Gwinner, K. P, "Building brand image through event sponsorship: The role of image transfer" 28 (28): 47-57, 1999

25 Lee, M-S, "Attitudinal constructs towards sponsorship scale development using three global sporting event" 14 (14): 159-, 1997

26 Kamins,M.A, "An investigation into the “Match-Up” hypothesis in celebrity advertising: When beauty may be only skin deep" 19 (19): 4-13, 1990

27 Cornwell, T. B, "An international review of sponsorship research" 27 (27): 1-21, 1998

28 Gwinner,K, "A model of image creation and image transfer in event sponsorship" 14 (14): 145-158, 1997