Earticle

초록

영어

Corporate support for arts and culture has evolved from simple philanthropy to strategic sponsorship activities. This study examined the effects of sponsor factors (sponsor ubiquity, sponsor sincerity, and attitude toward the sponsor) on word-of-mouth intention through sponsor-event fit, sponsorship motives, and sponsorship image. The results showed that attitude toward the sponsor positively influenced sponsorship motives, sponsorship image, and sponsor-event fit, whereas sponsor ubiquity and sponsor sincerity primarily affected sponsor-event fit. Sponsor-event fit significantly influenced both sponsorship motives and sponsorship image, and both variables positively affected word-of-mouth intention. Although sponsor-event fit did not directly influence word-of-mouth intention, the findings suggest that sponsor factors indirectly affected word-of-mouth intention through the mediating roles of sponsor-event fit, sponsorship motives, and sponsorship image. These findings indicate that value-oriented sponsor-event matching and long-term sincerity are important factors in effective arts sponsorship and offer implications for sustainable partnerships between corporations and arts organizations.

목차

Abstract
1. 서론
2. 이론적 배경
2.1 스폰서십
2.2 스폰서 요인
2.3 스폰서-이벤트 적합성
2.4 스폰서십 동기
2.5 스폰서십 이미지
2.6 스폰서십 반응
2.7 귀인이론
3. 연구모형 및 가설
3.1 연구모형
3.2 가설설정
3.3 자료 수집 및 분석방법
4. 분석 결과
4.1 표본의 인구통계학적 분석
4.2 변수의 기술 통계 분석
4.3 신뢰도 및 타당도 분석
4.4 가설 검정 및 분석 결과
5. 결론
5.1 연구결과
5.2 연구의 시사점
5.3 연구의 한계점 및 제언
References

키워드

저자

• 권예지 [ Yeji Gwon | Student, Graduate Chung-Ang Univ ] First Author
• 최명길 [ Myeonggil Choi | Professor, School of Management, Chung-Ang Univ., ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  JITAM [Journal of Information Technology Applications and Management]

• 간기

  격월간

• pISSN

  1598-6284

• eISSN

  2508-1209

• 수록기간

  1999~2026

• 십진분류

  KDC 005 DDC 005