금융기업 스포츠 스폰서십에 대한 지각이 소비자 인식에 미치는 영향 : 대부업 이미지 은행을 중심으로

초록

The main purpose of this study is to investigate the effect of the perception of sports sponsorship of the loan business image bank on the consumer awareness of the sponsoring company. For this purpose a research product of a virtual scenario were developed and the scenario was randomly allocated to a total of 300 research participants. The collected data were analyzed through T-test correlation analysis and multiple regression analysis. As a result of the study the preference for sports sponsorship games and the recognition of the purpose of sports sponsorship which are sub-variables of the sports sponsorship perception had a positive effect on the image improvement of sponsors but the status of sports sponsorship games did not. In addition the rise of the status of sports sponsorship games and the recognition of the purpose of sports sponsorship the consumer's attitude toward sponsoring companies improved but the preferences for sports sponsorship games did not significantly affect consumer's attitudes toward sponsors.

키워드