월드컵 공식후원사 인지도 조사를 통한 효과적인 파트너십 전략

Abstract

We investigate and analyse the recognition of official partner in the World Cup Korea/Japan which is the biggest sport festival as a single event in the world. The result of this study is as the followings. First, according to male and female students, there is difference between them in the recognition of Hyundai/Kia motors, AVAYA, Fuji-xerox. Of the official partners, Hyundai/Kia motors is more recognized at male students than at female students. On the contrary AVAYA, Fuji-xerox are more recognized at female students than at male students. Second, according to first, second, third surveys, they show that there is some difference among the three surveys in the recognition of Hyundai/Kia motors, AVAYA, Toshiba, Coca-Cola, Fuji-film. Of them, the recognition of Hyundai/Kia motors is showed in order of height, in the second, the first. The case of AVAYA and toshiba is the highest recognition in the second survey, the third, the first. Coca-Cola in oder in the first survey, in the second, in the third. And the recognition of Fuji-film shows high in the second survey, in the first, in the third. Third, according to our survey, KT(88.3%) has the highest recognition among 15 official partners. In the second place is Hyundai/Kia motors(81.7%) and after that Adidas(81.6%) in the third place.