Earticle

초록

영어

Despite the growing role of sports sponsorship as a promotional tool in the marketing activities of firms worldwide (Pruitt, Cornwell, and Clark, 2004; Close et al., 2006; Lacey, Close, and Finney, 2010; Sneath, Finney and Close, 2005; Madrigal, 2000), academic research in this area has been limited (Speed and Thompson, 2000; King, Kahle and Close, 2011). This paper focuses on the study of consumer behavior in the area of sports and sports sponsorship. Specifically, this research examines the effects of congruencies among professional baseball team’s personality, sponsor brand’s personality, and fan’s self-concepts on the evaluation of teams and sponsoring brands. We also unveil the underlying mediating and moderating mechanism of the effects. More specifically, hypothesis 1 was set to find the moderating role of attachment style on the effect of actual self-concept congruency between fans and teams on team identification and attendance intention for the sports event. We show ‘team identification’ mediates the effect of self-concept congruency moderated by avoidance and anxiety attachment on sports event attendance intention (hypothesis 2). Hypothesis 3 examines the moderating effect of anxiety attachment on the effect of team and brand personality fit on the attendance intention when they are congruent on the dimension of sincere personality, whereas hypothesis 4 investigates if avoidance attachment moderates the effect of team and brand personality fit on the purchase intention when they are congruent on the dimension of exciting personality. A 2 (self-concept congruency: high vs. low) × 2 (anxiety related attachment: high vs. low) × 2 (avoidance related attachment: high vs. low) ANOVA yielded a significant three-way interaction effect on team identification (F=3.675, p=.057) and on attendance intention (F=4.500, p=.035). Subsequent two way ANOVAs revealed significant moderating effects of anxiety attachment when avoidance attachment was high (on team identification: F=3.827, p=.053; on attendance intention: F=5.697, p=.019), but insignificant moderating effects of anxiety attachment when avoidance attachment was low (on team identification: F=2.369, p=.126; on attendance intention: F=.653, p=.421). Under the condition of high self-concept congruency, the effect of avoidance attachment on team identification and attendance intention was greater for less anxiously attached participants. On the other hand, the effect of avoidance attachment on team identification and attendance intention was weaker for more anxiously attached participants. Under the condition of low self-concept congruency, however, no significant interaction effect was found. Since less avoidant individuals tended to shun social interactions less, high self-concept congruency led to higher team identification and enhanced attendance intention when the participants’ anxiety attachment were high than low. A series of regression analyses for mediation test showed that the originally significant self-concept congruency × avoidance × anxiety attachment three-way interaction (β=.274, p=.000) became insignificant (β=-.016, p=.580) on sports event attendance intention after the potential mediator, team identification (β=.511, p=.000) was included in the model. The Sobel test (t=4.686, p=.000) and Preacher and Hayes (2004)’s bootstrap procedure (95% CI =[.2267 to .8050]) also confirmed a significant indirect effect of team identification. A regression yielded a significant interaction effect of ‘perceived team-brand personality fit’ × anxiety attachment (β =-.428, p=.009) confirming that anxiety attachment moderated the effect of ‘perceived team-brand personality fit’ on attendance intention when team’s and the sponsoring brand’s personality were congruent on the sincere dimension of brand personality. On the other hand, avoidance attachment style moderated the effect of ‘perceived team-brand personality fit’ on purchase intention when team’s and the sponsoring brand’s personality were congruent on the dimension of exciting brand personality (β =-.295, p=.080).

한국어

최근 여가시간의 증가나 건강, 레저에 대한 관심의 증대로 국내외의 다양한 프로 스포츠에 대한 관심과 인기가 증가하고, 이는 스포츠 마케팅에 대한 관심으로 이어지고 있다. 스포 츠 마케팅에 대한 대표적인 연구 흐름 중 하나는 기업이 행하는 스포츠 마케팅이 구단의 팬에게 어떠한 영향을 미치는가에 대한 것으로, 본 연구는 이러한 흐름에 따라 프로야구 팀, (스폰서) 브 랜드, 그리고 소비자 사이의 일치가 팀과 브랜드에 미치는 영향을 알아보고 이 역할을 매개 및 조절하는 변수들에 대해 확인하였다. 본 연구는 크게 두 부분으로 구성되어 있다. 첫째, ‘개인과 팀의 일치가 팀 동일시를 일으켜 관람의도에 미치는 영향’, 그리고 그 관계의 애착성향에 의한 차이(가설 1과 2), 둘째, 애착성향에 따른 팀-브랜드 간 개성 일치와 소비자 행동의 관계(가설 3 과 4)이다. 본 연구의 결과는 다음과 같다. 첫째, 회피적 애착성향이 높은 경우, 자아 일치가 팀 동일시/ 관람의도에 미치는 영향은 불안적 애착성향이 낮을 때 더 큰지만, 회피적 애착성향이 낮은 경우 이러한 상호작용은 나타나지 않는다. 그리고 자아일치, 불안적 애착성향, 그리고 회피적 애착성 향의 상호작용이 관람의도에 미치는 영향은 팀 동일시에 의해 매개된다. 둘째, 팀과 브랜드 개성 이 진실함에서 일치한다고 느낄 때, 불안적 애착 성향이 높을수록 집단과 관련된 행동(경기 관람 의도)에 미치는 영향이 더 크지만, 팀과 브랜드 개성이 활달함에서 일치한다고 느낄 때, 회피적 애착 성향이 높을수록 개인과 관련된 행동(브랜드 구매의도)에 미치는 영향이 더 크다.

목차

요약
 1. 서론
 2. 이론적 배경
  1) 스포츠 마케팅과 스폰서십
  2) 브랜드 개성과 자아일치
  3) 애착 성향(Attachment Style)
 3. 가설설정
  1) 팀-소비자 자아일치에 대한 가설
  2) 팀-브랜드의 개성일치에 대한 가설
 4. 연구 디자인, 실험 절차 및 가설검증
  1) 사전조사
  2) 본조사
  3) 가설 검증
 5. 결론
 참고문헌
 Abstract

키워드

스포츠 마케팅 팀 개성 팀 동일시 자아개념 애착성향 불안애착 회피애착 Sports Marketing Team Personality Team Identification Fan Self-concept Attachment Style Avoidance Anxiety.

저자

• 조우진 [ Woojin Cho | 홍익대학교 대학원 경영학과, 경영학석사 ]
• 윤나라 [ Nara Youn | 홍익대학교 경영학과 부교수, 경영학박사 ]
• 김장현 [ Janghyun Kim | 그리스도대학교 경영학부 조교수, 경영학박사 ] 교신저자

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