자선 스포츠 이벤트 스폰서십에서 기업의 이타적 속성이 선수 이미지와 기업 이미지에 미치는 영향

Abstract

The purpose of this study is to evaluate the correlation of athlete’s image, corporate image and the purchase intention by the altruistic attribution of corporations sponsoring charity sport events and to examine systematically how the corporate altruistic attribution in charity sport event sponsorship influences on the reputation of athletes and corporate's participating in charity sport events, and the purchase intention. The following results are shown here. First, the perceived corporate altruistic attribution has a significant effect on athlete’s image. Second, the perceived corporate altruistic attribution has a significant effect on corporate image. Third, the perceived corporate's altruistic attribution does not have a remarkable impact on the purchase intention, but indirectly influences on it through athlete’s image and corporate image. Fourth, the athlete’s image has a significant effect on corporate image. Fifth, the athlete's image does not have a remarkable impact on the purchase intention, but it has a positive effect on the purchase intention through corporate image. Sixth, the corporate image has a noteworthy effect on the purchase intention.