Effects of Sports Sponsorship on Corporate Image and Purchase Intention: Focusing on Professional Soccer Spectators in the J Region
Year: 2024
Type: article
Study design: Observational Study
Abstract: This study investigates the effect of sports sponsorship on corporate image and purchase intention.To achieve the purpose of this study, this study surveyed 230 people who lived in J city and watched professional soccer games.Among them, 216 copies of sports sponsorships on corporate image and purchase intention were investigated, excluding 14 copies of unfaithful data.For data processing, confirmatory factor analysis and reliability analysis were performed to calculate Cronbach's α coefficient to determine the measurement tool's validity.Correlation analysis was conducted to find out the relationship between each variable, and the model was evaluated by applying TLI, CFI, and RMSEA for model evaluation.Sports sponsorship was found to have a significant effect on corporate image and purchase intention, and corporate image was found to have a significant effect on purchase intention.Therefore, the effect of high sports sponsorship on corporate image and purchase intention was found to have a significant correlation.In conclusion, this study has shown that sports sponsorship affects corporate image and purchase intention, suggesting the importance of sports sponsorship.In future research, there is a need to conduct research through diversity in region and age, changes in research tools, diversity in events, and changes in research tools.
Author: Jae-pil Seo
Institution: Gimcheon University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4405884928