스포츠 공식 후원사와 매복마케팅 간의 광고효과 비교 분석 = An Analysis on Advertising Effectiveness between Official Sponsors and Ambushing Marketing

다국어 초록 (Multilingual Abstract)

The purpose of this research was to reveal differences in advertisement effects between official sponsors and ambushing marketing companies, in the aspects of the attitudes in advertisements about company, product goodwill degree, purchasing intentions, company images, and changed consumer attitudes after ambush marketing were verified, establishing concepts through theoretical surveying previous researches about ambush marketing and through practical and experimental analysis.
The results of those practical analysis were outlined below:
Domestic consumers generally had positive recognitions about official sponsors and trusted them, but they could not easily differentiate ambush marketing from official advertisements due to barely understanding what official sponsors are. That reason was that they were difficult to recognize official sponsors in advertisements. Furthermore, respondents to the questionnaire did not change their positive attitudes towards advertisements after recognizing the fact that official sponsors they had thought were in fact ambush marketing.
Therefore there were no or little differences between ambush marketing and official sponsors in the aspects of the attitudes in advertisements about company, product attitudes, purchasing intentions, and company images.

목차 (Table of Contents)

• ABSTRACT
• Ⅰ. 서론
• Ⅱ. 연구방법
• Ⅲ. 결과 및 논의
• Ⅳ. 결론
• 참고문헌