Multiple sponsorship에서 이미지 일치성이 선수 이미지, 이미지 전이, 브랜드 태도, 구매의도에 미치는 영향

Abstract

The purpose of this paper was to gain insight into the multiple sponsorships impact. Specifically, this study aimed at the effectiveness of athlete endorsements’ image congruence towards athlete’s image, image transfer, brand attitude, and purchase intention. Data were collected using undergraduate students. Using convenience sampling, participants (N=314) were recruited from liberal arts classes. The One-way ANOVA using SPSS 12.0 version was used to test hypotheses. The results of the main effects of this study indicated that the athlete’s image, image transfer, brand attitude, and purchase intention were significant high with a single sponsorship when the athlete’s image was associated with endorsements’ image congruence, rather than multiple sponsorships. This suggested that sport marketers will benefit from understanding the impact of multiple sponsorships that influences the relationship between athlete’s image and corporate’s sponsorship in order to attract consumers’ attention.