기업의 축제스폰서십 참여 결정요인 및 축제주최자와 기업의 인식 차이 연구
A Study on Industry Decision Making Factors for Participating in Festival Sponsorship and difference in perception on Decision Making Factors between business corporates and festival host groups
This study aims to understand better how a company decides to participate in festival sponsorship and what the most important element is. Also with this regard, it intends to figure out perception gap between business corporate and festival host groups if any. The study set up a hypothesis that five factors including festival attraction, corporate strategy, brand exposure, influence of stakeholders, and benefits and marketing achievement have an effect on making a decision for participating in festival sponsorship. As a result of factor analysis, there is significant differences between festival hosts and companies. The implications of this study herein are as follows. Firstly, it is strongly suggested to develop a model of effectiveness measurement of festival sponsorship. Secondly, three different stakeholders such as festival programmers, corporates and sponsorship-specialized agencies should be able to fulfill each vibrant role and to be engaged in sponsorship promotion and long term relationship. Thirdly, festival host group including government officials or festival organizing committee is highly recommended to create marketing concept and strategies to utilize marketing activities accordingly, when a festival is planned or executed in the first place.
ABSTRACT Ⅰ. 서론 Ⅱ. 이론적 배경 1. 축제의 정의 및 개최효과 2. 스폰서십의 개요 및 스폰서십 성공요인 3. 스폰서십의 참여결정 요인 Ⅲ. 연구설계 및 분석방법 1. 조사설계 및 가설설정 2. 분석방법 Ⅳ. 실증분석 1. 표본의 인구통계학적 특성 2. 기술통계 분석 3. 탐색적 요인분석과 신뢰도 검증 4. 가설검증 Ⅴ.결론 참고문헌
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