Relationships among Title Sponsor's Social Inference, Sponsor Attitude Formation, and Sponsorship Effect in the Professional Volleyball Context Se-Hyu

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1 Relationships among Title Sponsor's Social Inference, Sponsor Attitude Formation, and Sponsorship Effect in the Professional Volleyball Context Se-Hyuk Park 1 & Jung-Hee Jung 2 * 1 Seoul National Univ. of Science and Technology & 2 University of Soonchunhyang

6 Fig. 1. The Hypothesized Model Table 1. Characteristics of Respondents Attributes Content Number Frequency(%) Gender Academic Year Male Female st yr nd yr rd yr th yr Average of Age 23 ages The Number of Spectatorship of Professional Volleyball for 1yr None time times times ~9 times over 10 times 5 1.4

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8 Table 2. Confirmatory Factor Analysis and Reliabilities Factors Items SC SE t-value α CR AVE majority exposure reliability topicality social response sponsor event sponsorship communication sponsor identification attitudinal loyalty behavioral loyalty Many people know the title sponsor of professional volleyball I am sure that many people saw the title sponsor of professional volleyball The title sponsor of professional volleyball is nationally well known Most of the public recognize the title sponsor of professional volleyball People would trust the title sponsor of professional volleyball People may think that the title sponsor of professional volleyball is reliable People may think that the title sponsor of professional volleyball is not tricky The title sponsor of professional volleyball makes a lot of stories The title sponsor of professional volleyball yields news stories Many people like to talk about the title sponsor of professional volleyball Many people saw the title sponsor of professional volleyball which is exposed through media. The title sponsor of professional volleyball, which is exposed through media, is influential in our society. The title sponsor of professional volleyball, which is exposed through media, impacts on my thinking I am positive/negative toward NH Bank I like/dislike NH Bank I love/don't love NH Bank I am favorable/unfavorable toward NH Bank. * I positively think about sponsoring professional volleyball It is good to sponsor professional volleyball It is favorable to sponsor professional volleyball.* It is desirable to sponsor professional volleyball The public relations of the title sponsor of professional volleyball is trustful The public relations of the title sponsor of professional volleyball attracts our attention The public relations of the title sponsor of professional volleyball is persuasive.* The public relations of the title sponsor of professional volleyball is favorable.* The public relations of the title sponsor of professional volleyball is great I am compatible with NH Bank I am compatible with the image of NH Bank My perceived value is compatible with NH Bank My personal characteristics is compatible with NH Bank. * I feel that NH Bank is favorable I feel that NH Bank is friendly I think that NH Bank is better than other brands Recently, I purchased NH Bank more often than other brands I will purchase the products of NH Bank again The amount of buying for the products of NH Bank will be increased Fit: χ 2 = , (df=2.219, p=.000), GFI=.870, CFI=.951, TLI=.941, RMR=.047, RMSEA=

9 ɑ χ χ χ Table 3. Correlations among Variables Factors majority exposure majority exposure reliability reliability.582*** 1 1 topicality topicality * 1 social response sponsor event sponsorship communication sponsor identification attitudinal loyalty behavioral loyalty social response *.422*** 1 sponsor *** event sponsorship ***.309***.745*** 1 communication *** ***.633*** 1 sponsor identification -.145* ***.415***.449***.461***.272*** 1 attitudinal loyalty ***.327***.302***.534***.298***.412*** 1 behavioral loyalty -.151** ***.455***.277***.336***.123*.513***.439*** 1

10 Table 4. Testing of the Proposed Hypotheses Hypotheses Paths SC SE t p Acceptance H1-1 majority exposure sponsor Rejected H1-2 reliability sponsor Accepted H1-3 topicality sponsor Accepted H1-4 social response sponsor Rejected H2 sponsor event sponsorship Accepted H3 sponsor communication Accepted H4 event sponsorship sponsor identification Accepted H5 communication sponsor identification Rejected H6 sponsor identification attitudinal loyalty Accepted H7 sponsor identification behavioral loyalty Accepted H8 attitudinal loyalty behavioral loyalty Accepted Fit: χ 2 = , df =2.365, p=.000, GFI=.888, CFI=.952, TLI=.942, RMR=.079, RMSEA=.061

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The effect of the temporal and spatial distance and the types of advertising messages on sport consumers attitude toward an advertising and purchase i

The effect of the temporal and spatial distance and the types of advertising messages on sport consumers attitude toward an advertising and purchase intentions: A Construal level theory perspective Sohee