스포츠 팀을 이용한 공익연계 마케팅에서 이미지 전이의 메커니즘 분석 : 노출빈도와 후원기업 이미지의 효과

초록

[Purpose] This study aims to find out the attitude changes of consumers on a corporate sponsor in a cause related marketing based on frequency of information exposure and the image of the sponsor. [Methods] The data were collected from 191 students of C university in Seoul and its vicinity. The data were collected three times from the sample to see the attitude changes over time. The hypotheses of the sutdy were developed based on meaning transfer theory and spreading activation theory. This study hypothesized that the attitude toward a sponsor would change in a positive direction when consumers are exposed to related information and the change would be moderated by the frequency of information exposure. Also, the changes in attitude would be different based on the image of sponsors(i.e., positive image sponsor vs. negative image sponsor). The hypotheses were analyzed using mixed-design ANOVA. [Results] The results of the analyses indicated that the attitude change was greater when the frequency of information exposure was higher. The attitude change in positive image sponsor was statistically lower than that of negative image sponsor possibly due to ceiling effect.

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