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The Sponsorship-Marketing Effectiveness of Information Consistency between The fashion Brands and The sponsored Events
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 Title & Authors
The Sponsorship-Marketing Effectiveness of Information Consistency between The fashion Brands and The sponsored Events
Kang, Yu-rim; Kim, Mun-Young;
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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
brand attitude;outdoor wear brand;sponsorship-marketing attitude;sponsorship marketing effect;
 Language
Korean
 Cited by
1.
Qualitative Research on Consumption of Professional Baseball Club's Licensed Fashion Product, Journal of the Korean Society of Costume, 2016, 66, 4, 18  crossref(new windwow)
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