이 연구의 목적은 식음료 기업의 스포츠 스폰서십 활동에 대한 커뮤니케이션 효과를 규명하여 최근 활발하게 진행되고 있는 식음료 기업의 스포츠 스폰서십활동에 대한 커뮤니케이션효과를 파악하여 기업의 전략적 마케팅방안을 모색할 수 있도록 하는 기초자료를 제공하는데 있다. 이를 위해 지난 1월 식 음료기업 N사가 주최한 스포츠대회에 참여 및 관전한 사람 300명을 대상으로 설문조사를 실시하여 267부 를 통계분석에 활용하여 다음의 결과를 얻었다. 첫째, 스포츠 스폰서십은 기업태도에 정적영향을 미치는 것으로 나타났다. 둘째, 스포츠 스폰서십 요인 중 이미지제고, 홍보, 촉진은 제품태도에 정적영향을 미치는 것으로 나타났으나 이벤트기여는 제품태도에 영향을 미치지 않는 것으로 나타났다. 셋째, 기업태도는 제품 태도에 정적영향을 미치는 것으로 나타났다. 넷째, 기업태도는 구매의도에 정적영향을 미치는 것으로 나타 났다. 다섯째, 제품태도는 구매의도에 정적영향을 미치는 것으로 나타났다.

Sponsored product reviews have emerged as an important tool in influencer marketing. In particular, non-monetary sponsorships, where brands give influencers a product as a gift for a free trial, are widely used in influencer marketing. Yet, there is little understanding of i) the impact of non-monetary sponsorship on consumers’ downstream behaviors, such as social media engagement, ii) the moderating effect of influencer type, and iii) the underlying mechanisms through consumer perceptions of the brand (i.e., brand trust) and product (i.e., perceived product quality). To fill this gap, we first empirically examined the impact of non-monetary sponsorship on customer engagement using an Instagram dataset through regression analyses. In this analysis, the propensity score matching (PSM) method was employed to match non-monetary sponsored posts with other similar posts, which controls unobserved confounding variables and resolves the endogeneity problem. The empirical analysis shows that non-monetary sponsorship increases social media engagement, and the positive impact is stronger when a micro-influencer generates a non-monetary sponsored post. Next, using a lab experiment, we provide evidence for a causal link between non-monetary sponsorship and consumers’ downstream behavior (i.e., social media engagement, purchase intention, and brand attitude) and support the mediation through higher perceived product quality and brand trust. We contribute to the literature on influencer marketing by documenting the positive impact of non-monetary sponsorship on social media engagement, examining the moderating role of influencer type, and providing novel mechanisms underlying the effect of non-monetary sponsorship. The findings also highlight the changes in consumer perception of sponsorship and offer insights into the design of influencer marketing campaigns for marketing practitioners.

본 연구에서는 스포츠스폰서십 기업의 제품을 고관여 제품과 저관여 제품을 구분하여, 연구대 상의 특성에 따른 스포츠스폰서십 인지의 광고효과를 분석하고자 한다. 선정된 모집단을 대상으로 총 450 명을 표본대상으로 하여 설문지를 배부하였다. 회수된 438부의 설문지 중 불성실하게 응답했다고 판단되 는 12부의 설문자료가 제외되었으며, 총 426부의 최종 유효 표본 자료가 실제 분석에 사용되었다. 본 연구 에서는 PASW 19.0을 활용하여 빈도분석, 신뢰도 분석, 탐색적요인분석, 일원분산분석, t-test를 실시하였 다. 본 연구에서는 모든 통계치의 유의수준을 .05로 설정하여 다음과 같은 결론을 도출하였다. 첫째, 성별 에 따른 저관여 제품 및 고관여 제품 브랜드 효과 차이분석 결과 저관여 제품 및 고관여 제품 스폰서효과 의 모든 하위변수에서 통계적으로 유의한 차이가 나타나지 않았다. 둘째, 학력에 따른 저관여 지각된 품질, 저관여 스폰서 친숙 이미지 차이를 분석한 결과 통계적으로 유의한 차이를 나타내고 있다. 셋째, 저관여 지 각된 품질과 고관여 지각된 품질 차이 분석결과 통계적으로 유의한 차이를 나타내고 있다. 또한, 저관여 스 폰서 친숙 이미지와 고관여 스폰서 이미지 차이 분석결과 통계적으로 유의한 차이를 나타내고 있다.

Continuing the research stream of Gwinner and Eaton (1999) and Kwon, Ratneshwar et al. (2016), this study proposes a 3x2x2 mixed model experiment to extend the investigation of sport sponsorship‟s influence on the image of the sponsoring brand by perceived brand localness. It is assumed that a brand‟s country of origin presents an integral part of its image. Perceived brand localness either ease or hamper the assessment of image congruence with the sponsored entity via the brand‟s country of origin. As a result, the influence is supposed to be larger for brands local in the sponsored team‟s home country, and lower for brands non-local. A further distinction is drawn for nonlocal brands regarding their belonging to either a western or eastern cultural sphere. The influence is supposed to be less low for brands in the same sphere and additionally low for brands in different spheres. Furthermore, the study replicates Kwon, Ratneshwar et al. (2016)‟s finding that the increase in image congruence is moderated by functional similarity in a cross-country setting. The experiment is conducted in Germany, the UK, China, and Japan with a corporate brand‟s shirt sponsoring of a soccer team as stimulus.

This study investigates an under-developed research area, sports partnership management, to deepen the understanding of the strategic implications derived from a sports club’s partnerships. A relationship perspective to the portfolio framework is employed by considering the complexity of a partnership as the managerial input variable, and the value impact of the partnership as the output variable. It adopts a longitudinal single case study design, allowing aspects of both exploration and explanation through evidence from multiple sources within the organization. The data collection entails a three-phase empirical research process, collecting data from different sources within a professional sports club. Based on a dataset containing two waves of contract data collected in Phase 2 coupled with interviews in Phase 1 and discussions in Phase 3, this research provides three meaningful applications of a partnership portfolio framework. Theoretically, this research provides insights into enhancing the rigor of the operationalization of a portfolio analysis by paying particular attention to the validity of the portfolio framework and its measurement issues. Practically, the study offers a framework for analyzing its partnership portfolio that provides insights into the current status of the portfolio and ways to build, sustain and/or improve the management of their partnerships.

The research presented in this manuscript is centered on examining how social sponsorship can be made more commercially effective. To this end, the effects of two leveraging factors are explored by means of an experiment: the extent to which the social sponsorship is seen by consumers as legitimate, and that to which the sponsor is perceived as sincere. The results show that these two factors have a positive and statistically significant impact on consumers’ intentions to purchase the sponsor’s products. In addition, they show that the legitimacy of a sponsorship is enhanced when the cause and its sponsor are congruent, and that the sponsor’s sincerity increases when the sponsorship is combined with philanthropic investments, either in sequence (i.e., philanthropy followed by sponsorship) or simultaneously. These results are discussed in the context of the literature on social sponsorship, and managerial implications for firms that contemplate using social sponsorship as a marketing communication strategy are derived.

This study attempts to investigate consumers’ perceptual process of influencer advertising and its impact on brand attitude formation on social media. Perceived congruence between the influencer and the product and sponsorship disclosure are manipulated as key independent variables. In so doing, this study examines whether consumers can infer two types of motives (affective vs. calculative) from different levels of perceived congruence (high vs. low) and sponsorship disclosure (present vs. absent). The impact of multiple motive inference on brand attitude is also examined in this study. The result indicates that perceived congruence of influencer and posting has a significant effect on the affective motive inference. When the posting is perceived to be relevant to and expected from the influencer, the participants infer the affective motive of the influencer. However, the participants do not infer calculative motives from the incongruent posting of the influencer. As native advertising can obfuscate the boundary between editorial and commercial contents (Conill, 2016), perceived congruence is significant to successfully cover the posting as a natural posting by influencer and induce affective motive inference. In addition, the disclosure of sponsorship did not reveal any effect on the calculative and the affective motive inferences. Even though the disclosure of sponsorship can make viewers recognize an advertising intent (Boerman, Willemsen, & Van Der Aa, 2017), the message did not induce motives inference behind it. It is significant to investigate whether there are intervening variables that moderate the linkage between sponsorship disclosure and motive inference processing. Furthermore, affective motive inference impacted the attitude for the brand whereas calculative motive inference exerted no significant effect. These findings suggest that when the product promoted in influencer advertising is congruent with the influencer, consumers form positive attitude toward the brand through affective inference processing. To successfully implement influencer advertising, marketers should design a content congruent with the influencer’s original postings and encourage audience to engage in affective motive processing.

Sports Sponsorship is considered to provide a highly valuable communication environment for companies to leverage brand equity. However, effectiveness evaluations of sponsorship activities mainly focus on explicit self-reports or focus interviews. Such communication evaluations do not take into account research from psychology demonstrating that associations and judgments are often activated and strongly influenced by implicit (automatic) processes, with no (or only little) conscious awareness of such information processing. Against that background, the goal of the current work is to shed further light on the impact of in-game advertising as innovative sponsor-linked marketing tactic on the dual brand knowledge–incorporating both implicit and explicit information processing–as key success indicator of sport sponsorship.

Sports Sponsorship is considered to be one of the most effective tools in marketing. However, in order to assess the effectiveness of sponsoring activities in customer’s mind, science and business practice often refer to explicit measures such as self-reports or focus interviews. Such aligned conventional measurement approach is missing mental processes which run without awareness, so-called implicit processes, taking place and activity hidden in the unconscious mind. Against that background, the goal of the current work is to shed further light on the impact of athlete sponsorship on dual processes underlying customer’s associations toward a brand.

Sportswear brands in particular have been intensely competing to get an opportunity to prove the value of their new technology and products through sports sponsorship. The purpose of this study was to examine the relationship among sports involvement, the attitude toward sports sponsorship carried by sportswear brands, brand equity, and purchase intention of the products of the sponsor's brand. The study was implemented though a descriptive survey method using a questionnaire. The sample consisted of 455 men (n=289) and women (n=166) in their twenties, residing in Seoul and Gyeonggi area. Data were analyzed by confirmatory factor analysis, correlation analysis, and path analysis of structural equation modeling. The results revealed that sports involvement has an influence on the consumers' attitudes toward sports sponsorship performed by sportswear brands. Also, the sports sponsorship attitude of consumers had an influence on the brand equity and purchase intention toward the sponsor's brand products. It was notable that the attitude toward the manner of sponsoring of the sponsor than the contents itself of the sports event sponsored had an influence more on brand loyalty. Among the component factors of brand equity, brand loyalty showed the biggest impact on purchase intention. Considering the results, in order for sports sponsorship to be more effective, sports involvement of the target market should be considered more carefully.

이 논문에서는 공연이벤트 특성의 스폰서십갈등관리전략의 연구자별 연구를 통하여 각 개념을 정립한 후, 공연이벤트 스폰서십갈등관리 요인과 영향에 대하여 연구하였다. 결과를 요약해보면 통계분석을 실시한 결과 선행연구를 토대로 설정한 가설은 공연이벤트특성은 스폰서십갈등관리전략에 유의한 영향을 미치는 것으로 나타났으며,스폰서십 갈등요인으로 설정된 이벤트, 재정적 지원, 목표달성, 사업적 관계, 커뮤니케이션, 마케팅서비스의 특성은 또한 영향을 미치는 것으로 판단된다. 인구통계학적 특성에 따른 공연이벤트, 스폰서십갈등관리 특성에 대한 타당성 검증의 최종문항 선택은 요인적재량이 0.5이상인 경우를 기준으로 하였다. 신뢰도 검증은 공연이벤트 특성에 대한 공통요인들의 크론바하의 알파 값은 0.7285 0.8574로서 대체로 양호한 결과를 얻었다. 또한 연구모형에서 종속변수인 정서적 이미지에 대한 크론바하의 알파 값도 0.9524 0.9180으로 매우 우수한 신뢰도를 나타내었다. 결과변수인 공연이벤트 스폰서십에 대한 관계성과의 크론바하의 알파 값은 0.8677 0.8795로서 매우 좋은 결과를 보이므로, 본 연구모형을 통해 잠재적인 요인구조를 설명할 문항들은 전반적으로 신뢰도가 양호한 것으로 판단되었다. 본 연구가 다루고 있는 공연이벤트(공연기획) 예술경영학문은 아직 초기의 단계의 단계에 있으므로 학문적 완성도가 높지 않다는 것이 지적되며, 본 연구 결과가 많은 시사점을 도출했음에도 불구하고, 공연이벤트의 스폰서십갈등관리전략에 관한 연구는 논제가 복합적 구성요소를 가지고 있어 각각의 정의가 광범위하다보니 연구의 한계를 갖는다. 따라서 기존의 공연이벤트와 스폰서십의 관계성과에서 초점이 맞추어진 신뢰, 몰입의 요소를 포괄적으로 접근하는 측정요소를 보다 구체적이고 명확화하게 할 필요가 제기된다. 공연이벤트 스폰서십의 관계성과에 대한 스폰서와 피 스폰서의 인식 차이에서 발생하는 요인들의 개발이 선행되어야 하며, 공연이벤트 스폰서십을 통해 발생하는 스폰서의 심리적 변인과 실체적 결과에 대한 명확한 측정요소의 개발이 향후에 진행되어야 할 것으로 사료된다. 이러한 연구의 한계점을 극복하는 후속연구가 활발히 이루어져 본 논문과 관련된 다양한 이론과 성과를 이루기를 기대한다.