Journal of the Korean Society of Costume (복식)

The Korean Society of Costume (한국복식학회)
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The Sponsorship-Marketing Effectiveness of Information Consistency between The fashion Brands and The sponsored Events

패션브랜드와 후원행사의 정보일치성이 후원마케팅 효과에 미치는 영향 - 신규 아웃도어웨어 브랜드를 중심으로 -

  • Kang, Yu-rim (Dept. of Textile and Fashion, Graduate School Keimyung University) ;
  • Kim, Mun-Young (Dept. of Textile and Fashion, Graduate School Keimyung University)
  • 강유림 (계명대학교 대학원 섬유패션학과) ;
  • 김문영 (계명대학교 대학원 섬유패션학과)
  • Received : 2015.12.29
  • Accepted : 2016.02.10
  • Published : 2016.02.29
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Abstract

Because of consistent growth of the outdoor-wear market, many outdoor wear brands have implemented diverse marketing strategies to catch consumers' attentions. This research was started with a purpose of examining sponsorship marketing and its effects on outdoor-wear brands. Future research should be conducted by modifying and supplementing the points that were not considered in this study. The factors used to analyze the effects of sponsorship marketing on outdoor-wear brands were brand attitude and purchase intention, and the study used questionnaires collected from 396 men in the Daegu-Gyeongbuk Province. Analysis of the data was performed using factor analysis, independent sample t-test, ANOVA, and cluster analysis. The study result is as follows. First, there was no difference in sponsorship-marketing attitude, brand attitude, and purchase intention according to the level of information consistency. Second, there was a significant difference in sponsorship-marketing attitude, brand attitude, and purchase intention according to age, income, clothing expenditure, and spending for products. Third, there was no difference in sponsorship-marketing attitude, brand attitude, and purchase intention according to the shopping orientation group.

Keywords

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