문화예술 스폰서십에서 스폰서-이벤트 적합성이 구전 의도에 미치는 영향에 관한 연구

초록

Corporate support for arts and culture has evolved from simple philanthropy to strategic sponsorship activities. This study examined the effects of sponsor factors (sponsor ubiquity, sponsor sincerity, and attitude toward the sponsor) on word-of-mouth intention through sponsor-event fit, sponsorship motives, and sponsorship image. The results showed that attitude toward the sponsor positively influenced sponsorship motives, sponsorship image, and sponsor-event fit, whereas sponsor ubiquity and sponsor sincerity primarily affected sponsor-event fit. Sponsor-event fit significantly influenced both sponsorship motives and sponsorship image, and both variables positively affected word-of-mouth intention. Although sponsor-event fit did not directly influence word-of-mouth intention, the findings suggest that sponsor factors indirectly affected word-of-mouth intention through the mediating roles of sponsor-event fit, sponsorship motives, and sponsorship image. These findings indicate that value-oriented sponsor-event matching and long-term sincerity are important factors in effective arts sponsorship and offer implications for sustainable partnerships between corporations and arts organizations.

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