earticle

영어

This study was aimed to examine how sports event influences consumers’ preference change of the sponsor brand and how consumer’s gender, age, and marathon involvement influences to brand preference and purchase intention. This study was to suggest and present various sponsorship effects of sports events through the analysis of sports events. And also the study was to provide the basis of sports channel marketing strategy to maximize and maintain the effects of organizing sports events. Targeting example was stratified sampled 300 participants of “2012 adidas MBC Han-river Marathon” which was organized by MBC Sports Plus on April 8th, 2012. The survey was conducted twice on the same sampling before and after the sports event and total 213 cases were analyzed. For data analysis, Windows SPSS 12.0 version was used and frequency analysis, descriptive statistics, factor analysis, reliability analysis, t-test, and AVOVA were carried out. First of all, the main result was verified that preference toward sponsor brand was increased with the sport event participation by age, gender and participated race courses. Secondly, it was verified that participant's sex and involvement factors had significant effect to preference toward sponsor brand. This study has significance to the fact that the sports events as a way to improve competitiveness and to diversify income structure had influences and effects empirically. Especially, consumers positively effected on preference toward sponsor brand by participating sports event. And also consumers’ sports involvement factors had attentive effect to preference toward sponsor brand. Above study results would be critical base line data for sports event strategy to sports sponsorship. In addition, to draw continuous growth of preference toward sponsor brand through sports events, the sponsor must understand consumer’s mature and demand. At the same time, the sponsor needs to carefully analyze the consumer’s sports involvement factors that influence preference toward sponsor brand and purchase intentions. It would be critical to utilize the analysis to sports event planning and organizing exhaustively.

한국어

본 연구는 참여형 스포츠이벤트 참가자들의 인구통계학적 특성과 관여도에 따라 스폰서십 효과가 어떻게 다르게 나타는지 살펴보고자 하였다. 이를 위해 연구자들은 동일한 마라톤 이벤트 참가자들을 대상으로 참가 전과 후의 2차례에 걸친 설문조사를 실시하였다. 연구결과, 스포츠이벤트 참가 전과 후 소비자들의 스폰서 브랜드에 대한 선 호도와 구매의도는 향상되고 있었다. 스포츠 이벤트 스폰서십의 효과가 전 그룹 에서 나타난 것이라고 할 수 있다. 또한 연구자들은 참가자의 인구학적 특성(성별, 연령대)과 관여도에 따른 대 회 전후의 브랜드 선호도, 구매의도의 증가량을 비교분석하였다. 그 결과 스폰 서 브랜드에 대한 선호도 증가량이 성별과 관여도의 영향을 받고 있는 것으로 나타났다. 성별에서는 여성 그룹이 남성 그룹에 비해 참가 전·후로 스폰서 브 랜드 선호도의 증가량이 크게 나타났으며, 관여도에서는 저관여그룹이 고관여 그룹에 비해 참가 전·후의 스폰서 브랜드 선호도 증가량이 크게 나타났다. 즉 스포츠이벤트 참여를 통한 선호도 제고효과가 여성그룹, 그리고 저관여 집단그 룹에서 상대적으로 크게 나타난 것이다. 이에 따라 연구자들은 결과에 대한 이 론적·실무적 함의를 제시하였다.