스포츠 스폰서십에서 노출순서와 노출의 시간적 간격에 따른 이미지 전이 효과: 초두효과와 최신효과의 검증

초록

between two exposures in image transfer in the context of sport sponsorship. [Methods] To accomplish the purpose of the study, one preliminary study and one main study were performed. The sample was drawn using a convenience sampling (33 for preliminary study and 120 for the main study). The data were analyzed using one sample t-test, repeated measure ANOVA(mixed design). [Results] The data for the main study indicated that the mean of the post-test was statistically higher than that of pre-test, which indicated that the image of the sporting event was transferred to the image of the brand Dell. This indicated that the image transfer actually took place although image similarity between sporting events and sponsoring brand was not conditioned. The hypotheses of the study were tested using a mixed design with exposure sequence and time gap between exposures as two between subject factors. The results indicated that the interaction was statistically significant. When two sponsorship information were given consecutively, the first sport event’s image was transferred more than the image of the secondly presented sport event, which indicated primacy effect. However, when the two sponsorship information was given with two days time gap, the image of the second sport event was transferred more than the first sport event’s image, which indicated a recency effect. [Conclusions] Two meaningful findins were delivered through the current study. First, even when there was no image similarity between sport event and brand, image transfer took place through sponsorship arrangement. Second, if primacy and recency effects are properly incorporated, image transfer can be achieved in a more effective way in sponsorship context.

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