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

Size: px

Start display at page:

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

현수 강전
5 years ago
Views:

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

7 ㆍ ɑ ɑ ɑ

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

13 Aaker, D. A., Stayman, D. M., & Hagerty, M. R. (1986). Warmth in advertising: Mesurement, impact, and sequence effects. Journal of Consumer Research, 12(4), Ajzen, I., & Fishbein, M. (1980). Understanding s and predicting social behavior. Englewood Cliffs, NJ: Prentice-Hall. Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and suggested two-step approach. Psychological Bulletin, 103(3), Assael, H. (1992). Consumer behavior and marketing action. PWS-KENT. Bagozzi, R. P., & Dholakia, U. M. (2002). Intentional social action in virtual communities. Journal of Interactive Marketing, 16(2), Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), Bergami, M., & Bagozzi, R. P. (2000). Self-categorization affective commitment and group self-esteem as distinct aspects of social identity in the organization. British Journal of Social Psychology, 39(4), Bhattacharya, C. B., Rao, H., & Glynn, M. A. (1995). Understanding the bond of identification: An investigation of its correlates among art museum members. Journal of Marketing, 59(4), Bowen, J., & Chen, S. (2001). The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality Management, 13(5), Brown, W. A., & Yoshioka, C. F. (2003). Mission attachment and satisfaction as factors of employee retention. Nonprofit Management & Leadership, 14(2), Carrillat, F. A., d Astous, A., & Colbert, F. (2008). The effectiveness of art venus sponsorship an attribution perspective. Journal of Sponsorship, 1(3), Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), Chiu, W., & Won, D. (2016). Consumer-brand relationships in sports products and repurchase intention: An application of the investment model. International Journal of Sports Marketing and Sponsorship, 17(3), Choi, J. S., & Jeon, J. O. (2010). The congruence between the self-image and advertising image of consumers on advertising and brand : The moderating roles of product type and message type on cosmetics advertising. Journal of the Korean Society of Clothing and Textiles, 34(5), Chung, B. K., & Choi, J. P. (2006). The relationships among models` attributes of sport star, advertisement, product and purchase intention. Korean Journal of Sport Management, 11(4), Cornwell, T. B., & Maignan, I. (1998). An international review of sponsorship research. Journal of Advertising, 27(1), Cornwell, T. B., Weeks, C. S., & Roy, D. P. (2005). Sponsorshiplinked marketing: Opening the black box. Journal of Advertising, 34(2), Crompton, J. L. (2015). Potential negative outcomes from sports sponsorship. International Journal of Sports Marketing and Sponsorship, 16(3), Danylchuk, K. E. (2000). Tobacco sponsorship: Spectator perceptions at an LPGA event. Sport Marketing Quarterly, 9(2),

14 Dean, D. H. (2004). Consumer perception of corporate donations: Effects of company reputation for social responsibility and type of donation. Journal of Advertising, 32(4), Deguchi, J. K. (2016). Psychological commitment and team identification relative to supporters club members: Formative factors and impact on behavioral intention at V. Premier League. Bulletin Tokaigakuen University, 21, Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), Funk, D. C., & James, J. D. (2006). Consumer loyalty: The meaning of attachment in the development of sport team allegiance. Journal of Sport Management, 20(2), Gillbert, D. T., & Malone, P. S. (1995). The Correspondence bias. Psychological Bulletin, 117(1), Gray, D. P. (1996). Anatomy of a sports sponsorship. International Seminar for Korean Society of Sport Management, Grohs, R., & Reisinger, H. (2005). Image transfer in sports sponsorships: An assessment of moderating effects. International Journal of Sports Marketing and Sponsorship, 7(1), Gwinner, K. P., & Swanson, S. R. (2003). A model of fan identification: Antecedents and sponsorship outcomes. Journal of Services Marketing, 17(3), Hamish, R. J., & Bridges, K. R. (2006). Social influence: The role of self-monitoring when making social comparisons. Psychology & Marketing, 23(11), Hartland, T., Skinner, H., & Griffiths, A. (2005). Tries and conversions: Are sports sponsors pursuing the right objectives? International Journal of Sports Marketing, 6(3), Hong, J. P., & Jang, H. Y. (2011). The congruence between the self-image and advertising image of consumers on advertising and brand : The moderating roles of product type and message type on cosmetics advertising. Journal of the Korean Society of Clothing and Textiles, 12(4), IEG(2015). 2b bd51-03d9c35ac507.pdf. Jones, T. O., & Sasser, E. (1995). Why satisfied customer defect. Harvard Business Review, 25(11), Jung, J. H., & Kim, Y. M. (2012). Influence of involvement in professional baseball & sponsorship expectation on sponsor awareness, sponsor & product. Korean Journal of Physical Education, 51(6), Keller, K. L. (2001). Building customer-based brand equity. Marketing Management, 10(2), Keller, K. L. (2002). Strategic brand management: Building measuring and managing brand equity. New Jersey, Prentice Hall. Kim, B. T., & Kong, H. S. (2010). A study on the relationship between the value, satisfaction, and loyalty of affiliate programs and the company's loyalty in service. Journal of Marketing Studies, 18(1), Kim, C. H., & Ko, J. S. (2012). Structural relationships between the identification with teams' SNS, interactions, and behavioral intentions. The Korean Journal of Advertising, 23(8), Kim, D. Y. (2012). The study of influential variables that affect the internet advertising effectiveness. Unpublished Ph. D. Dissertation. Ajou University. Kim, H. C., & Kim, J. S. (2013). How marketing event and on-site communication work on the effective formation of brand. The Korean Journal of Advertising and Public Relations, 15(2), Kim, I. G., & Jung, J. H. (2015). Structural relationship between sponsor-identification and event-identification in professional volleyball customer loyalty. Korean Journal of Sport Science, 26(3), Kim, J. H., & Boo, S. H. (2009). The influence of media induced social inference. The Korean Journal of Advertising, Fall Annual Academic Seminar, Kim, J. H., & Boo, S. H. (2010). The influence of social inference induced by mass media on communication effect. The Korean Journal of Advertising and Public Relations, 12(4), Kim, J. H., & Lee, H. S. (2008). The influence of social inference on advertising effect: A effect of reasoning that a majority has watched the advertisement. The Korean Journal of Advertising, 19(4), Kim, J. H., & Song, J. S. (2010). A study about the variables influencing the effect of corporate social responsibility(csr) activities. Advertising Research, 87, Kim, J. H., Boo, S. H., & Kang, Y. H. (2008). The effects of advertising model sources: The number of sources and model`s race on social inference. The Korean Journal of

15 Developmental Psychology, 9(3), Kim, J. W. (2002). The effect of world wide web media characteristics in advertising effectiveness: Moderating effect of consumer involvement. Unpublished Ph. D. Dissertation. Yeungnam University. Kim, Y. B. (2013). Influences of the types of PPL placement and the levels of exposure on consumer's response in corporate communication : focusing on controlling effect of brand familiarity and product involvement. Unpublished Ph. D. Dissertation. Hongik University. Kim, Y. H. (2009). The influence of congruence between event and sponsor on toward the sponsor: Mediating role of sponsor motive, sponsor credibility, and toward the event. The Korean Journal of Advertising and Public Relations, 11(2), Kim, Y. M. (2015). The structural relationships among team satisfaction, persuasion intention of sponsorship, sponsor identification, and sponsor loyalty in the professional volleyball. Korean Journal of Sport Management, 20(4), Kim, Y. M., & Jung, J. H. (2011). The relationship among toward professional basketball, identification with professional basketball, sponsor fit, toward brand and sponsor image. The Korean Journal of Physical Education, 50(4), Kim, Y. M., & Lee, J. W. (2006). The influence of attributes of celebrity athlete endorser on the effectiveness of advertising according to products types. Advertising Research, 73, Kim, Y. M., Jung, J. H., & Lee, K. S. (2008). The effects of the corporate association of professional volleyball title sponsors on toward corporate, corporate identification, and purchase intention. Korean Journal of Sport Science, 19(4), Kim, Y. M., Kim, K. C., & Kim, W. S. (2009). The Effect of the Brand Personality of Sporting Goods on Brand Satisfaction, Brand Identification, and Brand Loyalty. Korean Journal of Sport Management, 14(3), Korea Times. ( ). [NH ] V f650fdfb0403e75c6d750fe5. Kwon, M. T., & Choi, N. H. (2009). The influence of brand-self image congruity determinants on brand loyalty: The role of self-motive. Journal of Consumer Studies, 20(2), La, S. A. (2009). The effects of CS and service brand identification on service switching and service loyalty: Investigating the relative influence of CS and service brand identification in utilitarian and hedonic services. Journal of Consumer Studies, 20(1), Lee, H. S., & Lim, J. H. (2004). Personality of corporation and sport event and corporate event sponsorship. Advertising Research, 64, Lim, M. S., & Park, K. B. (2013). Consumer's response to sport sponsorship: Moderating effect of perceived sponsor's effort. The Journal of Business Education, 27(5), Lim, M. S., Kim, H. R., & Lee, M. K. (2011). Consumer`s responses to the persuasion attempt of the sports sponsorship: The case of Guangzhou Asian Games. Asia Marketing Journal, 13(2), Meenaghan, T. (2001). Sponsorship and advertising: A comparison of consumer perceptions. Psychology & Marketing, 18(2), Noji, T. O., Saito, R., Harada, M. H., Yoshikura, H. K. (2014). Effect of sponsor fit of title sponsor and sporting event: The case of Toray Pan Pacific Tennis. Journal of Japan Society of Sports Industry, 24(2), Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory. NY: McGraw-Hill. Oh, H. C. (1995). An empirical study of the relationship between restaurant image and customer loyalty. Unpublished Ph. D. Dissertation, Virginia Polytechnic Institute and State University. Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(4), Park, J. C., & Ryu, G. S. (2012). The effects of corporate ability and social responsibility associations on customer s: The mediating role of credibility and benevolence-based trust. Korea Marketing Review, 27(1), Park, S. (1996). Relationships between involvement and attitudinal loyalty constructs in adult fitness programs. Journal of Leisure Research, 28, Park, S., & Kim, Y. (2000). Conceptualizing and measuring the attitudinal loyalty construct in recreational sport contexts. Journal of Sport Management, 14, Pope, N. (1998). Overview of current sponsorship thought. The Cyber-Journal of Sport Marketing, 2(1), 1-7. Prus, A., & Brandt, D. R. (1995). Understanding your customers. American Demographics, July-August, Ryu, W. Y. (2007). The effect of spectators' about

16 professional soccer team's cause-related marketing on team image, team identification and team loyalty. Unpublished Ph. D. Dissertation. In-Ha University. Sandler, D., & Shani, D. (1993). Sponsorship and the Olympic Games: The consumer perspective. Sport Marketing Quarterly, 2(3), Seo, J. Y., & Myung, G. J. (2009). Comparative analysis of the effectiveness of telecom companies' communication through advertisements with concentration on IMC strategy: Concentration on KTF's SHOW' and SKT's T' promotions. Design Forum, 22, Shim, S. W., & Byun, H. M. (2012). The study on the toward contents and toward the advertising through convenient store display. The Korean Journal of Advertising, 23(1), Sneath, J. Z., Finney, R. Z., & Close, A. G. (2005). An IMC approach to event marketing: The effect of sponsorship and experience on customer s. Journal of Advertising Research, 45(4), Son, S. B., & Hong, S. P. (2008). The relationships among sport team brand image, team brand identification and team loyalty of professional sports. The Korean Journal of Physical Education, 47(5), Stevens, S., & Rosenberger, P. J. (2012). The influence of involvement, following sport and fan identification on fan loyalty: An Australian perspective. International Journal of Sports Marketing and Sponsorship, 13(3), Tajfel, H. (1981). Human groups and social categories: Studies in social psychology. Cambridge, UK: Cambridge University Press. Tormala, Z. L., DeSensi, V. L., Clarkson, J. J., & Rucher, D. D. (2009). Beyond consensus: The social context of persuasion & resistance. Journal of Experimental Social Psychology, 45(1), Tsai, Shu-pei. (2005). Integrated marketing as management of holistic consumer experience. Business Horizons, 48(5), Walliser, B. (2003). An international review of sponsorship research: Extension and update. International Journal of Advertising, 22(1), Walraven, M., Koning, R. H., Bijmolt, T. H. A., & Los, B. (2016). Benchmarking sports sponsorship performance: Efficiency assessment with data envelopment analysis. Journal of Sport Management, 30(4), Wann, D. L., & Pierce, S. (2003). Measuring sport team identification and commitment: An empirical comparison of the sport spectator identification scale and the psychological commitment to team scale. North American Journal of Psychology, 5(3), Weihe, K., Mau, G., & Silberer, G. (2006). How do marketing-events work? Marketing-event and brand s. International Advertising and Communication, Spring, Yoo, J. M. (2009). Unintended effect of target message: Investigating the role of the meta-cognition of message receiver. Journal of Consumer Studies, 20(4), Yoon, C., Cole, C. A., & Lee, M. P. (2009). Comsumer decision making & aging: Current knowledge & future directions. Journal of Consumer Psychology, 19(1), Yoon, K., & Ryu, J. Y. (2014). The dual mediation effect of CSR trust on consumer loyalty: The role of CSV perceptions, corporate and consumer-company identification. The Korean Journal of Advertising, 25(6), Youm, J. H. (2010). Relations between the image of an endorser of a professional golf player, advertising, brand identification, brand attachment and brand loyalty. Journal of Sport and Leisure Studies, 42,

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