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ISSN : 1738-3110

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Vol.17 No.10

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The Effects of Sports Sponsorship Recognition on Corporate Image, Purchasing Intention and Brand Identification

The Journal of Distribution Science / The Journal of Distribution Science, (P)1738-3110; (E)2093-7717
2019, v.17 no.10, pp.49-59
https://doi.org/https://doi.org/10.15722/jds.17.10.201910.49
KANG, Seung-Hoon
KIM, Jae-Gyun
YANG, Myung-Hwan
KANG,, S. , KIM,, J. , & YANG,, M. (2019). The Effects of Sports Sponsorship Recognition on Corporate Image, Purchasing Intention and Brand Identification. The Journal of Distribution Science, 17(10), 49-59, https://doi.org/https://doi.org/10.15722/jds.17.10.201910.49

Abstract

Purpose - This study aims to verify the effect of sports sponsorship recognition on corporate image and the relationship between image and identification, corporate image and purchasing intention, brand identification and purchasing intention Research design, data, and methodology - To carry out the purpose of this study, a set of data was collected from 320 surveys and 305 of them were used. Statistic programs, SPSS 18.0 and AMOS 20.0, were used to analyze the data. Results - It was found that emotional sports sponsorship recognition and social sponsorship sports sponsorship recognition had positive effects on corporate image and brand identification. Corporate image also had a positive effect on brand identification. Besides, it was analyzed that corporate image and brand identification had positive effects on purchasing intention. Conclusions - The results show that sports sponsorship recognition can influence brand identification and purchasing intention, and contribute to the enhancement of corporate image. Since brand personality that matches the self-image of the targeted customer will have a more positive effect on the relationship with the consumer, marketing activities should be carried out so that the brand image can be identified with the company image of sports sponsorship activities.

keywords
Sports Sponsorship, Corporate Image, Product Purchasing Intention, Brand Identification

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