스포츠팀을 통한 공익연계마케팅: 기부지역에 따른 공익연계마케팅의 효과

초록

This study attempted to analyze the possible effect of geographical proximity of donation using two covariates of team identification and altruism. It is hypothesized that sport consumers of a professional baseball team would show more positive attitude toward a sponsor in a cause related marketing when the donation money goes to a cause in their region than when the donation money goes to outside their region. The data were collected from the spectators of Nexen Heroes using a questionnaire. The researchers distributed total of 350 questionnaires in two different games of Nexen Heroes. Out of the 350, 280 questionnaires were collected. To adjust sample sizes in each cell, only 99 questionnaires were utilized for the data analyses. The data were analyzed using SPSS 15.0. The results indicated that (1) the spectators' attitude toward a sponsor of a cause related marketing was more positive when the donated money went to a cause in the region than national cause (2) the covariate of team identification was turned out not to be an effective covariate in the analysis, and (3) the covariate of altruism reduced the within-group sum of square and improved the model in the MANCOVA.

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