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스폰서 활동과 한국 기업 메세나 결정과정에 관한 고찰
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스폰서 활동과 한국 기업 메세나 결정과정에 관한 고찰.hwp
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자료설명
기업 경영자들이 어떻게 스폰서 활동을 정의하며, 어떻게 자신들의 전체 기업 전략과 스폰서 활동을 접목시키고 있는지를 기술한 리포트입니다.
스폰서활동과한국기업메세나결정과정에관한고찰
스폰서활동과한국기업메세나결정과정에관한고찰
본문/내용
첫째, 스폰서 활동이 다른 커뮤니케이션 활동 또는 프로모션 테크닉과의 차별성을 분명히 제시해주지 못하고 있으며, 둘째, 여러 가지 다양한 유형의 스폰서 활동에 있어서 미리 정한 목표와 실제로 나타난 결과 사이의 관계를 분명히 제시해주지 못하고 있고, 셋째, 다양한 소비자 그룹과 공중들에 있어서 스폰서 활동 효과측정을 위해 사용되는 측정방법이 개발되지 못하고 있다는 점이다. 아울러 학문적 요구에 바탕을 둔 기초 이론 및 개념정립이 부족하다는 문제점을 지니고 있다. 특히, 스폰서 활동 연구에 대한 이러한 문제점 및 결핍은 한국적 상황에서 더욱 분명하게 드러나고 있다. 마케팅 수단으로서 스폰서가 갖는 위상은 높아졌지만 그것의 효율성이나 전략적 측면에서의 평가는 전혀 이뤄지지 않고 있는 한국 상황에서는 이러한 문제점 극복 이전에 미국을 비롯한 스폰서 활동 선진국에서 수행되어진 지금까지의 연구흐름마저 쫓아가지 못하고 있는 실정이다.
3. 연구방법 및 연구문제
본 연구는 매출액 기준 300대 기업을 대상으로, 기업 내에서 커뮤니케이션 전략으로서 스폰서 활동이 갖는 위치를 확인하고, 스폰서 활동의 구체적인 내역 및 규모를 파악하며, 기업 내 PR 담당자들의 스폰서 활동에 대한 태도, 목표와 동기, 결정요인평가, 효과측정방법 등에 대해 어떻게 평가하고 있는지를 관찰하고자 한다. 본 연구는 이메일 설문 방법을 통하여 조사가 이뤄질 것이며, 이메일 응답률이 낮을 경우 보완적으로 우편설문방법이 활용될 것이다. 분석과정에서는 스폰서 활동기업과 비(非) 스폰서 활동기업간(間), 대규모 스폰서 활동기업과 소규모 스폰서 활동 기업간(間), 전문적인 스폰서 활동기업과 비전문적인 스폰서 활동기업간(間)의 비교가 이뤄질 것이며, 스폰서 활동을 둘러싸고 그들 그룹 간에 존재하는 유의미한 차이를 검증함으로써 커뮤니케이션 전략으로써 기업 스폰서활동의 새로운 가능성을 모색해보고자 한다.
본 연구에서는 다음과 같은 몇 가지 문제에 답하고자 한다.
연…
3. 연구방법 및 연구문제
본 연구는 매출액 기준 300대 기업을 대상으로, 기업 내에서 커뮤니케이션 전략으로서 스폰서 활동이 갖는 위치를 확인하고, 스폰서 활동의 구체적인 내역 및 규모를 파악하며, 기업 내 PR 담당자들의 스폰서 활동에 대한 태도, 목표와 동기, 결정요인평가, 효과측정방법 등에 대해 어떻게 평가하고 있는지를 관찰하고자 한다. 본 연구는 이메일 설문 방법을 통하여 조사가 이뤄질 것이며, 이메일 응답률이 낮을 경우 보완적으로 우편설문방법이 활용될 것이다. 분석과정에서는 스폰서 활동기업과 비(非) 스폰서 활동기업간(間), 대규모 스폰서 활동기업과 소규모 스폰서 활동 기업간(間), 전문적인 스폰서 활동기업과 비전문적인 스폰서 활동기업간(間)의 비교가 이뤄질 것이며, 스폰서 활동을 둘러싸고 그들 그룹 간에 존재하는 유의미한 차이를 검증함으로써 커뮤니케이션 전략으로써 기업 스폰서활동의 새로운 가능성을 모색해보고자 한다.
본 연구에서는 다음과 같은 몇 가지 문제에 답하고자 한다.
연…
참고문헌
Abratt, R. & P. Grobler(1989), The Evaluation of sports sponsorship, International Journal of Advertising, 8, 351-362.
Aitken, P. P., D. S. Leather & S. I. Squair(1986), Children`s awareness of cigarette brand sponsorship of sports and games in the U. K., Health Education Research, 1(3), 203-211.
Amstrong, Clive(1988), Sports sponsorship: A case-study approach to measuring its effectiveness, European Research, (May), 97-103.
Beck, Antony(1990), But where can we find heineken? Commercial sponsorship of the arts on Merseyside, The Political Quarterly, 61(4), 393-401.
Bennett, Roger(1999), Sports sponsorship, spectator recall and false concensus, European Journal of Marketing, 33(3/4), 291-313.
Biehal, Gabriel J. & Daniel A. Sheinin(1998), Managing the brand in a corporate advertising environment: A Decision-making framework for brand managers, Journal of Advertising, 27(2), 99-110.
Brown, Susan C., William A. Sutton & Greg Duff(1993), The event pyramid: An effective management strategy, Sport Marketing Quarterly, 2(4), 29-35.
Clark, John M., T. Bettina Cornwell, Stephen W. Pruitt(2002), Corporate studium sponsorships, signaling theory, agency conflicts, and shareholder wealth, Journal of Advertising Research, 42(Nov./Dez.), 16-32.
Cornwell, T. Bettina(1995), Sponsorship linked marketing development, Sports Marketing Quarterly, 4(4), 13-24.
____________________(2001), The value of winning in motorsports: Sponsorship-linked marketing, Journal of Advertising Research, 41(Jan./Feb.), 17-31.
____________________, Donald P. Roy & Edward A. Steinard(2001), Exploring Managers` perceptions of the impact of sponsorship on brand equity, Journal of Advertising, 30(2), 41-51.
____________________ & Isabelle Maignan(1998), An international review of sponsorship research, Journal of Advertising, 2-21.
Crawford, Charles T.(1992), IRS attacks exempt organization income from corporate sponsorship fees, The Journal of Taxation, (April), 230-234.
Crompton, John L.(1993), Sponsorship of sport by tabacco and alcohol companies: A review of the Issues, Journal of Sport and Social Issues, (Dec.), 148-167.
Crowley, M.(1991), Prioritising the sponsorship audience, European Journal of Marketing, 25(11), 11-21.
Cuneen, Jacquelyn & Michael J. Hannan(1993), Intermediate measure and recognition testing of sponsorship advertising at an LPGA Tournament, Sport Marketing Quarterly, 2(1), 47-56.
D`Astous, Alain & Pierre Bitz(1995), Consumer evaluation of sponsorship programmes, European Journal of Marketing, 29(12), 6-22.
Dean, Dwane Hal(1999), Brand Endorsement popularity and event sponsorship as advertising cues affecting consumer pre-purchase attitudes, Journal of Advertising, 28(3), 1-12.
_________________(2002), Associating the corporation with a charitable event through sponsorship: Measuring the effects on corporate community relations, Journal of Advertising Research, 42(Jan./Feb.), 31(4), 77-87.
Furlong, Rebecca(1994), Tabacco advertising legislation and the sponsorship of sport, Australian Business Law Review, 22(3), 159-189.
Gardner, Meryl P. & Philip Shuman(1987), Sponsorship: An important component of the promotion mix, Journal of Advertising, 16(1), 11-17.
Goody, Kenneth(1984), Arts funding: Growth and Change Between 1963 & 1983, Annals, AAPSS, 471, 144-157.
Grimes, E. & T., Meenaghan(1998), Focusing commercial sponsorship on the internal corporate audience, International Journal of Advertising, 17(1), 51-74.
Gwinner, Kevin P. & John Eaton(2000), Building brand image through event sponsorship: The role of image transfer, Journal of Advertising, 28(4), 47-57.
Harvey, Bill(2001), Measuring the effects of sponsorship, Journal of Advertising Research, 41(Jan./Feb.), 59-65.
Hasting, Gerard B.(1984), Sponsorship works differently from advertising, International Journal of Advertising, 3, 171-176.
Javalgi, Raishekhar G., Mark B. Traylor, Andrew C. Gross, Edward Lampman1994), Awareness of sponsorship and corporate image: An empirical investigation, Journal of Advertising, 23(4), 47-58.
Johar, Venkataramani & Michael Tuan Pham(1999), Relatedness, prominence, and constructive sponsor identification, Journal of Marketing Research, 36(3), 299-312.
Kerstetter, Deborah & Richard Gitelson(1995), Attendee perception of sponsorship contributions to a Regional Art Festival, Festival Management & Event Tourism, 2, 203-209.
Kinney, Lance & Stephen R. McDaniel(1996), Strategic implications of attitude-toward- the-ad in leveraging event sponsorships, Journal of Sport Management, 10(3), 250-261.
Lardinoit, Thierry, Pascale G. Quester(2001), Attitudinal effects of combined sponsorship and sponsor`s prominence on basketball in Europa, Journal of Advertising Research, 41(Jan./Feb.), 48-58.
Louie, Therese A. & Carl Obermiller(2002), Consumer response to a firm`s endorser (dis)association decisions, Journal of Advertising, 32(4), 41-52.
Marshall, D. W. & G. Cook(1992), The Corporate (Sports)Sponsor, International Journal of Advertising, 11(4), 307-324.
McDonald, Colin(1991), Sponsorship and the image of the sponsor, European Journal of Marketing, 25(11), 31-38.
Mihalik, Brian J.(1984), Sponsorship recreation, Public Relations Journal, (June), 22-25.
Miyazaki, Anthony D., Angela G. Morgan(2001), Assessing market value of event sponsoring: Corporate Olympic Sponsorship, Journal of Advertising Research, 41(Jan./Feb.), 9-15.
Meenaghan, T.(1983), Commercial sponsorship, European Journal of Sponsorship, 17(7), 5-73.
_______________(1991a), The role of sponsorship in the marketing communication mix, International Journal of Advertising, 10(1), 35-47.
_______________(1991b), Sponsorship-legitimising the medium, European Journal of Marketing, 25(11), 5-10.
_______________(1994), Point of view: Ambush marketing: Immoral or imaginative practice?, Journal of Advertising Research, 34(5), 77-88.
_______________(1995), Ambush marketing-strategy and counter-strategy, in World Marketing Congress Proceedings, K. Grant & I. Walker(eds.), Melbourne, Australia: Academy of Marketing Science, 7(1), 6.6-6.11.
_______________(1998), Current development and future directions in sponsorship, International Journal of Advertising, 17(1), 3-28.
Nebenzahl, Israel D. & Eugene D. Jaffe(1991), The effectiveness of sponsored events in promoting a country`s image, International Journal of Advertising, 10(3), 223-237.
Otker, Ton(1988), Exploitation: The key to sponsorship success, European Research, 16(2), 77-85.
Quester Pascal(2001), Advertising and promotion leverage on arts sponsorship effectiveness, Journal of Advertising Research, (Jan./Feb.), 33-47.
Roy, Donald P. & T. Bettina Cornwell(2000), Managers` use of sponsorship in building brands: Service and product firms contrasted, International Journal of Sports Marketing and Sponsorship, 1(6), 345-360.
Ryssel, Christian & Eric Stamminger(1988), Sponsoring world class tennis players, European Research, (May), 110-116.
Sandler, Dennis M. & David Shani(1989), Olympic sponsorship vs. ‘ambush’ marketing: Who gets the gold?, Journal of Advertising Research, 29(Aug./Sep.), 9-14.
Speed, Richard & Peter Thompson(2000), Determinants of sports sponsorship response, Journal of the Academy of Marketing Science, 28(2), 226-238.
Stipp, H.(1998), The impact of Olympic sponsorship on corporate image, International Journal of Advertising, 17(1), 75-87.
_________ & N. P. Schiavone(1996), Modelling the impact of Olympic sponsorship on corporate image, Journal of Advertising Research, 36(4), 22-30.
Stotlar, David K.(1992), Sport sponsorship and tobacco: Implications and impact of Federal Trade Commission v. Pinkerton Tobacco Company, Sport Marketing Quarterly, 1(1), 13-17.
Townley, Stephen Esquire(1993), Some legal issues associated with international sports marketing, Sport Marketing Quarterly, 2(2), 31-42.
Townleys, Sports Lawyers(1992), Ambush/Parasitic Marketing and Sport, London.
Varadarajan, P. & A. Menon(1988), Cause-related marketing: A coalignment of marketing strategy and corporate philanthropy, Journal of Marketing, 25(3), 58-74.
Witcher, B., G. Craigen, D. Culligan & A. Harvey(1991), The links between objectives and function in organisational sponsorship, International Journal of Advertising, 10, 13-33.
Aitken, P. P., D. S. Leather & S. I. Squair(1986), Children`s awareness of cigarette brand sponsorship of sports and games in the U. K., Health Education Research, 1(3), 203-211.
Amstrong, Clive(1988), Sports sponsorship: A case-study approach to measuring its effectiveness, European Research, (May), 97-103.
Beck, Antony(1990), But where can we find heineken? Commercial sponsorship of the arts on Merseyside, The Political Quarterly, 61(4), 393-401.
Bennett, Roger(1999), Sports sponsorship, spectator recall and false concensus, European Journal of Marketing, 33(3/4), 291-313.
Biehal, Gabriel J. & Daniel A. Sheinin(1998), Managing the brand in a corporate advertising environment: A Decision-making framework for brand managers, Journal of Advertising, 27(2), 99-110.
Brown, Susan C., William A. Sutton & Greg Duff(1993), The event pyramid: An effective management strategy, Sport Marketing Quarterly, 2(4), 29-35.
Clark, John M., T. Bettina Cornwell, Stephen W. Pruitt(2002), Corporate studium sponsorships, signaling theory, agency conflicts, and shareholder wealth, Journal of Advertising Research, 42(Nov./Dez.), 16-32.
Cornwell, T. Bettina(1995), Sponsorship linked marketing development, Sports Marketing Quarterly, 4(4), 13-24.
____________________(2001), The value of winning in motorsports: Sponsorship-linked marketing, Journal of Advertising Research, 41(Jan./Feb.), 17-31.
____________________, Donald P. Roy & Edward A. Steinard(2001), Exploring Managers` perceptions of the impact of sponsorship on brand equity, Journal of Advertising, 30(2), 41-51.
____________________ & Isabelle Maignan(1998), An international review of sponsorship research, Journal of Advertising, 2-21.
Crawford, Charles T.(1992), IRS attacks exempt organization income from corporate sponsorship fees, The Journal of Taxation, (April), 230-234.
Crompton, John L.(1993), Sponsorship of sport by tabacco and alcohol companies: A review of the Issues, Journal of Sport and Social Issues, (Dec.), 148-167.
Crowley, M.(1991), Prioritising the sponsorship audience, European Journal of Marketing, 25(11), 11-21.
Cuneen, Jacquelyn & Michael J. Hannan(1993), Intermediate measure and recognition testing of sponsorship advertising at an LPGA Tournament, Sport Marketing Quarterly, 2(1), 47-56.
D`Astous, Alain & Pierre Bitz(1995), Consumer evaluation of sponsorship programmes, European Journal of Marketing, 29(12), 6-22.
Dean, Dwane Hal(1999), Brand Endorsement popularity and event sponsorship as advertising cues affecting consumer pre-purchase attitudes, Journal of Advertising, 28(3), 1-12.
_________________(2002), Associating the corporation with a charitable event through sponsorship: Measuring the effects on corporate community relations, Journal of Advertising Research, 42(Jan./Feb.), 31(4), 77-87.
Furlong, Rebecca(1994), Tabacco advertising legislation and the sponsorship of sport, Australian Business Law Review, 22(3), 159-189.
Gardner, Meryl P. & Philip Shuman(1987), Sponsorship: An important component of the promotion mix, Journal of Advertising, 16(1), 11-17.
Goody, Kenneth(1984), Arts funding: Growth and Change Between 1963 & 1983, Annals, AAPSS, 471, 144-157.
Grimes, E. & T., Meenaghan(1998), Focusing commercial sponsorship on the internal corporate audience, International Journal of Advertising, 17(1), 51-74.
Gwinner, Kevin P. & John Eaton(2000), Building brand image through event sponsorship: The role of image transfer, Journal of Advertising, 28(4), 47-57.
Harvey, Bill(2001), Measuring the effects of sponsorship, Journal of Advertising Research, 41(Jan./Feb.), 59-65.
Hasting, Gerard B.(1984), Sponsorship works differently from advertising, International Journal of Advertising, 3, 171-176.
Javalgi, Raishekhar G., Mark B. Traylor, Andrew C. Gross, Edward Lampman1994), Awareness of sponsorship and corporate image: An empirical investigation, Journal of Advertising, 23(4), 47-58.
Johar, Venkataramani & Michael Tuan Pham(1999), Relatedness, prominence, and constructive sponsor identification, Journal of Marketing Research, 36(3), 299-312.
Kerstetter, Deborah & Richard Gitelson(1995), Attendee perception of sponsorship contributions to a Regional Art Festival, Festival Management & Event Tourism, 2, 203-209.
Kinney, Lance & Stephen R. McDaniel(1996), Strategic implications of attitude-toward- the-ad in leveraging event sponsorships, Journal of Sport Management, 10(3), 250-261.
Lardinoit, Thierry, Pascale G. Quester(2001), Attitudinal effects of combined sponsorship and sponsor`s prominence on basketball in Europa, Journal of Advertising Research, 41(Jan./Feb.), 48-58.
Louie, Therese A. & Carl Obermiller(2002), Consumer response to a firm`s endorser (dis)association decisions, Journal of Advertising, 32(4), 41-52.
Marshall, D. W. & G. Cook(1992), The Corporate (Sports)Sponsor, International Journal of Advertising, 11(4), 307-324.
McDonald, Colin(1991), Sponsorship and the image of the sponsor, European Journal of Marketing, 25(11), 31-38.
Mihalik, Brian J.(1984), Sponsorship recreation, Public Relations Journal, (June), 22-25.
Miyazaki, Anthony D., Angela G. Morgan(2001), Assessing market value of event sponsoring: Corporate Olympic Sponsorship, Journal of Advertising Research, 41(Jan./Feb.), 9-15.
Meenaghan, T.(1983), Commercial sponsorship, European Journal of Sponsorship, 17(7), 5-73.
_______________(1991a), The role of sponsorship in the marketing communication mix, International Journal of Advertising, 10(1), 35-47.
_______________(1991b), Sponsorship-legitimising the medium, European Journal of Marketing, 25(11), 5-10.
_______________(1994), Point of view: Ambush marketing: Immoral or imaginative practice?, Journal of Advertising Research, 34(5), 77-88.
_______________(1995), Ambush marketing-strategy and counter-strategy, in World Marketing Congress Proceedings, K. Grant & I. Walker(eds.), Melbourne, Australia: Academy of Marketing Science, 7(1), 6.6-6.11.
_______________(1998), Current development and future directions in sponsorship, International Journal of Advertising, 17(1), 3-28.
Nebenzahl, Israel D. & Eugene D. Jaffe(1991), The effectiveness of sponsored events in promoting a country`s image, International Journal of Advertising, 10(3), 223-237.
Otker, Ton(1988), Exploitation: The key to sponsorship success, European Research, 16(2), 77-85.
Quester Pascal(2001), Advertising and promotion leverage on arts sponsorship effectiveness, Journal of Advertising Research, (Jan./Feb.), 33-47.
Roy, Donald P. & T. Bettina Cornwell(2000), Managers` use of sponsorship in building brands: Service and product firms contrasted, International Journal of Sports Marketing and Sponsorship, 1(6), 345-360.
Ryssel, Christian & Eric Stamminger(1988), Sponsoring world class tennis players, European Research, (May), 110-116.
Sandler, Dennis M. & David Shani(1989), Olympic sponsorship vs. ‘ambush’ marketing: Who gets the gold?, Journal of Advertising Research, 29(Aug./Sep.), 9-14.
Speed, Richard & Peter Thompson(2000), Determinants of sports sponsorship response, Journal of the Academy of Marketing Science, 28(2), 226-238.
Stipp, H.(1998), The impact of Olympic sponsorship on corporate image, International Journal of Advertising, 17(1), 75-87.
_________ & N. P. Schiavone(1996), Modelling the impact of Olympic sponsorship on corporate image, Journal of Advertising Research, 36(4), 22-30.
Stotlar, David K.(1992), Sport sponsorship and tobacco: Implications and impact of Federal Trade Commission v. Pinkerton Tobacco Company, Sport Marketing Quarterly, 1(1), 13-17.
Townley, Stephen Esquire(1993), Some legal issues associated with international sports marketing, Sport Marketing Quarterly, 2(2), 31-42.
Townleys, Sports Lawyers(1992), Ambush/Parasitic Marketing and Sport, London.
Varadarajan, P. & A. Menon(1988), Cause-related marketing: A coalignment of marketing strategy and corporate philanthropy, Journal of Marketing, 25(3), 58-74.
Witcher, B., G. Craigen, D. Culligan & A. Harvey(1991), The links between objectives and function in organisational sponsorship, International Journal of Advertising, 10, 13-33.
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