스폰서십을 통한 지정된 이미지 전이에 있어서 스포츠이벤트와 스폰서브랜드 간의 관련성의 조절효과

초록

The first purpose of this study is to see if a specific image of a sport event was transferred to a sponsor brand through sponsorship arrangement. The second purpose of the study was to examine a moderating effect of such image transfer by the level of relevance between sport event and sport brand. To accomplish the objectives of the study, the data were collected from 140 students who were enrolled at C university in Seoul, the Republic of Korea. Through a preliminary study, sport events and sponsor brands for a low relevance group (i.e., figure skating and ; mixed martial art and McDonald) and a high relevance group (i.e., figure skating and CHANEL; mixed martial art and Redbull) were determined. For the next step, two adjectives for each sport event and sponsor brand were determined. The two hypotheses were tested using mixed design factorial ANOVA. The results of the first hypothesis are as follow. For figure skating, the adjective of ‘confident’ and ‘fancy were all transferred to the image of sponsor brands. For mixed martial art, the adjectives of ’full of tension’ and ‘masculine’ were all transferred to the image of the sponsor brands. The results of the second hypothesis are as follow. The adjective ‘confident’ showed statistically significant group difference in the amount of image transfer but ‘fancy’ did not for figure skating. The adjective ‘masculine’ was found to have statistically significant group difference but ‘full of tension’ did not. Thus, the first hypothesis was fully supported and the second hypothesis was partially supported. Thus, sponsors can be benefitted from a sporting event with specific image if strategically designed and implemented. We interpreted the results of the second hypothesis based on the relationship between the brand image and the choice of an adjective.

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