ScholarWorks@숙명여자대학교

초록

This analytic research aims to help the entrepreneur's understanding on utilizing customer-participating sports events as a marketing tool in elevating their brand recognition through sponsorship of the events by providing the ground data. The study reveals the influence of each participant's attitudes towards event, brand, involvement, and their brand recognition of certain products by analyzing them. In order to achieve the goal, we selected a group of 684 participants in ADIDAS 3on3-basketball tournament. SPSS (Window Ver.10.0), statistical analysis program was used to reconcile the collected input data comprised of factor analysis, reliability analysis, frequency analysis, one-way ANOVA analysis, analysis of correlation, and analysis of multiple regression. The followings are conclusive resultsFirst, the participants' attitude towards the events, level of involvement, brand recognition displayed evident differences.Second, the analysis on the attitude towards the events, brand, involvement and brand recognition for each sport showed that the differences were obvious in the attitude towards the event, brand, high level of involvement, low level of involvement, and company recognition during participation period, in the attitude towards high level of involvement for the event participation frequency and in the attitudes towards high level of involvement, low level of involvement, and brand recognition for the length of participating period.Third, the result of analysis on the attitude towards the event, brand, involvement, and brand recognition revealed that there is statistical interrelation among them. In the analysis on the influential effect of attitude towards the events, brand, and involvement revealed that attitude towards brand and involvement were proven to exert influence on the brand recognition, especially high level of involvement being relatively most influential factor.

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