• International Journal of Advanced Culture Technology
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• v.9 no.3
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• pp.373-378
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• 2021

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.

• Journal of Digital Convergence
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• v.12 no.5
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• pp.149-157
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• 2014

The purpose of this study is to test the effects of articulation and sponsorship according to the native fit level. Especially this study is focused on the moderating effect of articulation type and thinking style. The results of this study are as follows. 1) An articulation effect appears more in the low native fit than the high one. 2), 3) The moderating effect appears in articulation type, but partially in thinking style. Namely, the difference in the articulation effect appears between commercial and non commercial articulation, but it does partially between holistic thinkers and analytic thinkers. 3) The higher articulation effect is, the more sponsorship effect(attitude toward sponsor and sponsor brand) is. The results of this study contribute theoretical and managerial implications about articulation and its effect as an effective means in marketing communications.

• Asia Marketing Journal
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• v.13 no.2
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• pp.71-97
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• 2011

Over the last twenty years, sponsorship has been used very widely as an important marketing tool that enhances corporate image. Since it has proven to be effective in creating positive perceptions of the company, many marketers have sponsored a variety of consumer-related activities. However, sponsorship has also been criticized as it can be related to ambush marketing and excessive commercialism which trigger negative consumer responses. Unlike the existing study on the sponsorship marketing, this study intends to investigate its negative effects. The study was conducted based on the persuasion knowledge model which was proposed by Fristed and Wright (1994) and investigated consumer responses to ulterior motive of sponsorship marketing. According to the persuasion knowledge model, consumers activate their persuasion knowledge to see the agent's commercial motive; there are several antecedents to the persuasion knowledge activation such as the source familiarity, the marketer's effort and the appropriateness of persuasion. Also, existing studies have pointed out the sponsor-event fit and the sponsor's integrity as crucial factors which influence consumer attitude. By taking a survey of people who watched the 2010 Guangzhou Asian Games, we tried to examine how the sponsor familiarity and the sponsor-event fit as pre-existing variables which have been formed based on the prior consumer knowledges/memories as well as the sponsor effort and the sponsor integrity as situational variables activated based on the specific persuasion episode influenced persuasion knowledge. We also tried to test the potential moderating role of sponsorship type (i.e., official sponsorship versus marketing focused) on the causal path from the persuasion knowledge and the consumer attitude from the perspective of the appropriateness of persuasion. The results show that the sponsor familiarity, the sponsor-event fit, and the marketer's effort have significant effects on the persuasion knowledge activation, and the sponsorship type has moderating role in the sponsorship effectiveness. The theoretical and practical implications of the results are discussed.

• Korean Journal of Child Studies
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• v.29 no.4
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• pp.79-95
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• 2008

This study investigated developmental pathways mediating effects of child abuse on peer rejection. Participants were 904 poor children aged 10-15 from 16 nationwide cities/provinces who receive financial sponsorship from Childfund in cooperation with the Ministry for Health, Welfare and Family Affairs. Structural equation modeling was employed for statistical analyses. Results showed that child abuse was directly associated with heightened risk of rejection by peers; the relationship was indirectly mediated by aggression and cognitive ability. The hypothesized partially mediated model had a better model fit than the fully mediated model. Aggression and low cognitive ability, significant effects of abuse, were associated with peer rejection. Social withdrawal, also associated with child abuse, did not account for the association between abuse and peer rejection.

• THE INTERNATIONAL COMMERCE & LAW REVIEW
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• v.13
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• pp.69-81
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• 2000

Under the co-sponsorship of UNIDROIT and I.C.A.O., a preliminary draft Convention on International Interests in Mobile Equipment and a preliminary draft Protocol on Matters Specific to Aircraft Equipment has been prepared. The purpose of the Convention is to provide for the creation and effect of a new international interest in mobile equipment. The Convention's approach is quite novel in that it purports to create an international interest based upon the convention itself. The Convention is intended to be supplemented by Protocols, each of is intended to provide equipment-specific rules necessary to adapt the rules of the Convention to fit the special pattern of financing for different categories of equipment. To date, two sessions of governmental experts were held in Rome and Montreal. Korean delegations attended the two sessions. One of the members of the Korean delegation published a report on the first session. He expressed his objection to the so called self-help remedy contemplated by the current preliminary draft of the Convention which enables the holder of a security interest to repossess and dispose of the subject of the security interest by private sale rather than public auction on the occurrence of an event of default of the debtor. His view is based upon his understanding that under Korean law, the only remedy available to the holder of a security interest in mobile equipment, such as an airplane, is to apply to the competent court for a public auction. In my view, his understanding is not quite correct and is inconsistent with the current practice in Korea. Under Korean law, the parties' agreement for private sale is in principle valid unless there is an interested party who has acquired a security interest after the creation of the prior security interest or a creditor who has caused the subject of the security interest to be attached by a competent court. In this article, I discuss the current Korean law and practice relating to the enforcement of security interests by private sale in more detail.

• Journal of The Korea Institute of Healthcare Architecture
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• v.23 no.4
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• pp.55-65
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• 2017

Purpose: This study is to identify the implications and improvement solutions to plan the local community spaces bringing empty homes back into use that fit for regional characteristics, by analyzing the Empty Home Utilization Project implemented in Nam-gu, Incheon. Methods: Among 20 homes sponsored by the Project, five homes being currently operated were analyzed in depth, and features of exterior and interior spaces, and operational characteristics of the subject homes having been renovated through the project sponsorship were examined. Results: A plan is being established to systematically manage deserted or empty homes by assigning classification to each home in Nam-gu, Incheon and they are being utilized as a community space, a place of business or a cultural art space. Most of the physical improvements only included minor repairs such as redoing interior finish, as no major renovation was implemented including layout change and wall removing. Absence of major changes including improvement of house structure resulted in problems regarding accessibility and safety. Also, there was a limit to utilize the spaces only with support on physical improvement cost for empty homes, and it was identified that positive support for renovation should be conducted in accordance with its uses for the purpose. Implications: To complete the Empty Home Utilization Project successfully, it is most critical to reflect the resident opinions and demands, and discover local operators. Furthermore, for sustainable operation of local community space, additional plans for support would be required including financial support and training local leaders, consulting support for operation, encouraging community participation, and connecting with neighbor community.