대학스포츠 팀의 스포츠스폰서십 설득의도성이 소비자 감정 및 기업이미지 개선에 미치는 영향

Abstract

The purpose of this study was to verify the influences of collegiate athletes' sports sponsorship persuasion attempt on consumer emotion and corporate image improvement. The study conducted a research survey through convenient sampling method aimed at Y university students. 300 questionnaires distributed and 273 were selected as final valid sample by removing 27 questionnaires that have insufficient answers. Then data were analyzed through exploratory factor analysis, reliability analysis, correlation analysis, and multiple regression analysis using SPSS Windows ver. 18.0. The results were as followings. First, it was indicated that students could recognize sponsorship activities through player's uniforms. Second, sponsor identification and sponsor contribution dimensions of sports sponsorship persuasion attempts have a positive effect on positive emotion. Third, sponsor identification and sponsor contribution dimensions of sports sponsorship persuasion attempts have an influence on negative emotion. Fourth, positive emotion and negative emotion of consumer emotion have an effect on corporate image improvement.