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The Influence of Sport Sponsorship Activities on Brand Image, Brand Awareness and Purchase Intention
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외식기업의 스포츠 스폰서십 활동이 스폰서 기업의 이미지, 인지도 및 구매의도에 미치는 영향연구

논문 기본 정보

Type
Proceeding
Author
Kim Sung In (경희대학교) Lee Soo Bum (경희대학교)
Journal
Korean Hospitality and Tourism Academe 한국호텔외식경영학회 학술발표논문집 한국호텔외식관광경영학회 2014년도 추계학술대회
Published
2014.12
Pages
195 - 213 (19page)

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The Influence of Sport Sponsorship Activities on Brand Image, Brand Awareness and Purchase Intention
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Research history (3)

2015

The Influence of Sport Sponsorship Activities on Brand Image, Brand Awareness and Purchase Intention
Kim Sung-In ,  Lee Soo-Bum Korean Journal of Hospitality & Tourism 2015.06 Academic journal
The Influence of Sport Sponsorship Activities on Brand Image, Brand Awareness and Purchase Intention
김성인 조리외식경영학과 2015.01 Thesis

2014

The Influence of Sport Sponsorship Activities on Brand Image, Brand Awareness and Purchase Intention
Kim Sung In ,  Lee Soo Bum 한국호텔외식경영학회 학술발표논문집 2014.12 Proceeding
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Abstract· Keywords

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The purpose of this study is to investigate the impacts of sport sponsorship activities on brand image, brand awareness and purchase intention. This study set 424 spectators of customers who experienced sport sponsorship activities of food and beverage company as it’s study on convenience sampling, and used 374 questionnaires excepting 50 inappropriate copies. This research carried out frequency analysis, exploratory factor analysis and reliability analysis using SPSS 18.0. To verify the hypothesis this study used confirmatory factor analysis, structural equation model analysis and multi group analysis using AMOS 18.0. The results of the study are as followed: First, only communication activities and activities contributing to events among sport sponsorship activities had a significant positive influence on brand image and brand awareness. Second, Brand image and brand awareness had a significant positive influence on purchase intention. Third, partially moderating effect of the team identification among variables were found.
The findings were suggested in practical and scientifical aspect of food and beverage business. The limits of the study and the recommendation of future studies were discussed.
#Sport Sponsorship #Brand Image #Brand Awareness #Purchase Intention #Team Identification

Contents

Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법
Ⅳ. 실증분석 결과
Ⅴ. 연구결과 및 시사점
참고문헌

References (4)

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강재희, 강진희. 전주 향토음식의 힐링 푸드 이미지가 인지도, 구매의도에 미치는 영향 연구. 관광연구. 2014 google schola 권형일, 한종규. 스포츠를 통한 공익연계마케팅. 한국스포츠산업경영학회지. 2009 google schola 송홍락. 프로야구팀의 공익연계마케팅과 팀동일시, 기업동일시 및 기업이미지의 관계. 한국사회체육학회지. 2011 dbpia 진양호, 한인경. 외식기업의 문화마케팅이 기업이미지와 구매의도에 미치는 영향. Culinary Science & Hospitality Research. 2012 dbpia

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