International Journal of Advanced Culture Technology

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
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A Study for the Effect of Sponsorship on Corporate Reputation

  • Lee, Eunyoung (Industrial Management, Korea University of Technology and Education)
  • Received : 2021.08.31
  • Accepted : 2021.09.09
  • Published : 2021.09.30
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Abstract

Sponsorship is one of the communication tools that have been used for a long time to raise corporate awareness and establish favorable customer attitude. This study tried to examine the effect of corporate sponsorship, which has recently been attracting increasing attention. We empirically examined whether sponsorship and program fit, identification with a company or brand, and corporate credibility affect the reputation of the sponsoring company. For this, We conducted a survey using a structured questionnaire for 263 college students, and the collected data were analyzed through a structural equation model along with factor analysis. As a result of the study, it was found that sponsorship and program suitability had a positive effect on corporate reputation, and brand identification and reliability also had a positive effect on corporate reputation. Based on the results of the study, it was possible to obtain the implication that it is important to increase the fit of the sponsor and sponsorship program, to improve the corporate brand identification and corporate credibility in order to increase the corporate reputation through sponsorship.

Keywords

Acknowledgement

This work was supported by Koreatech Research Fund in 2020.

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