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[산연논총38집]1. The Impact of Sports Sponsorship on Corporate Image, Posit…

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작성자 경희대학교 댓글 0건 조회 683회 작성일 14-04-02 11:42

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[The Impact of Sports Sponsorship on Corporate Image, Positive Word-of-Mouth, and Purchase Intention: Focusing on the Chinese Market] -  Le, Qi*․Geon-Cheol Shin**

 This study empirically assessed the relationships between the impact of sports sponsorship, corporate image, positive word-of-mouth, and purchase intention in the Chinese market. The questionnaires were collected from 300 Chinese respondents living in China or abroad to explore Chinese perceptions based on the case study that Adidas Company supporting Olympic Games as a sponsor. The results indicated that sports sponsorship positively influenced corporate image and increased purchase intention of consumers to the sponsor’s products when they held a positive image to the sponsoring companies. Sports sponsorship and corporate image did not have the direct and positive effects on positive word-of-mouth, but positive word-of-mouth would positively influence purchase intention.
* Graduate Student, Kyung Hee University
** School of Management, Kyung Hee University, Corresponding author

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