문화예술 스폰서십의 노출 효과 - 소비자 개인특성의 일치효과를 중심으로

초록

Today, art and culture sponsorship is drawing much attention from companies and customers. The purpose of this study is to examine the effects of art and culture sponsorship compared with general publicity. The results show that art and culture sponsorship has more positive effect on corporation image than general publicity. But we couldn’t find any significant difference on purchasing intention between art and culture sponsorship and general publicity. Next, we tested how consumer’s personal traits effect on art and culture sponsorship. Results indicate that art accessibility and social connectedness have affected positively on effect of art and culture sponsorship. Based on this results, theoretical and practical implications were discussed, as were some directions for further research on art and culture sponsorship.

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