브랜드의 친숙도와 기부금 액수가 스포츠를 통한 공익연계마케팅의 브랜드 태도에 미치는 영향

초록

This study found that the brand awareness influenced the effects of CRM and the effect was decreased as the donation magnitude increased. When the donation magnitude was set at 30,000won, the brand attitude change through a CRM was statistically the same for well-known brand and unknown brand. This information can provide valuable strategical asset to practitioners in designing a future CRM promotion. Although, this study has its own values, future studies can extent the values further for the benefits of marketing practitioners and theorists as well. Future research needs to examine diverse aspects of CRM using sporting event since it has unique aspects different from traditional CRM promotions. The major difference, as aforementioned, can be found in the number of entities involved in a CRM. In a CRM using a sporting event, there are two entities (i.e., Sport team and a corporate that sponsors the CRM in monetary value). However, no study has examined the possible gains of two entities in a CRM. Seemingly, it is assumed that the two brands: the sport team and the corporate can get what they want to get from the CRM, which makes them to engage in such promotional effort in future again. Although it is assumed that CRM is a win-win strategy for a sport team and a corporate as well, future study needs to systematically analyze what benefits are specifically given to the sport and the corporate. Another line of research avenue can be found in examining personality characteristics of consumers in relations to the effectiveness of CRMs. This study did not incorporate any personal characteristics of consumers such as their identity toward the sport team and their level of altruism. In addition, demographic characteristics such as educational background,total household income are also expected to influence possible engagement of consumers to various CRMs.

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