The recent olympic Games in Athens serve as an excellent showcase of the sponsorship phenomenon. On the one hand it becomes very clear that an event of such magnitude cannot take place without the commercial support of sponsors. At the same time, there is a growing concern that the Olympic games are...
The recent olympic Games in Athens serve as an excellent showcase of the sponsorship phenomenon. On the one hand it becomes very clear that an event of such magnitude cannot take place without the commercial support of sponsors. At the same time, there is a growing concern that the Olympic games are losing their spirit and are over commercialized because of the excessive sponsorship-linked marketing activities. At the center of the dabate is the impact and the reaction of the consumers to the growing use of sponsorship to stage major events. With the eyes of the world turned toward Beijing, china's capital was awarded the 2008 Olympic games on July 13, 2001 in Moscow. People will remember this historic page will be written in the Olympic history. The celebration extended to all the Chinese who live abroad, uniting them with the Through the Games. China and the world will be bound closer together than ever. Looking ahead to 2008, it is clear that the opportunities are vast. In staging a most Games in history, the Beijing Organizing Committee (BOCOG) will provide its corporate opportunity to invite the world in and introduce China to the world. The purpose of this study is to examine the impact of Olympic sponsorship on corporate image and purchase intention between Korean and Chinese consumer. For the empirical investigation, 331 Korean and 518 Chinese consumers were selected. Through the T-test and regression analysis, it is proved that the statistics, concerning the difference of attitude towards Olympic, attitude towards commercialization, corporate image and purchase intention. In this study, some implications are found. First, this study is dedicated to strengthening existing theories by examining the concrete differences and impact of Olympic sponsorship on corporate image and purchase intention. Second, the policy implications about related industries are suggested. When central processing of an advertising message occurs, the consumer pays close attention to message content and scrutinizes the message arguments. A high level of cognitive reponse activity or processing occurs, and the ad's ability to persuade the receiver depends primarily on the receiver's evaluation of the quality of the arguments presented. In this study, there are some limitations. First, variables explaining Olympic sponsorship and corporate images are selected restrictedly. Second, in empirical analysis only consumer's side is considered. Third, the results of this study are not generalized to be able to used in the following studies. Therefore, it is needed to research continuously this study as a chance to progress positively the relationship between consumers and corporates. In spite of these limitations, this study will be reinforced both in theory building and in policy making if the former limitations are overcome by more practical studies and field survey. Through these studies the relationship between two parts ill be more explained and improved our understanding synthetically about Olympic sponsorship.
The recent olympic Games in Athens serve as an excellent showcase of the sponsorship phenomenon. On the one hand it becomes very clear that an event of such magnitude cannot take place without the commercial support of sponsors. At the same time, there is a growing concern that the Olympic games are losing their spirit and are over commercialized because of the excessive sponsorship-linked marketing activities. At the center of the dabate is the impact and the reaction of the consumers to the growing use of sponsorship to stage major events. With the eyes of the world turned toward Beijing, china's capital was awarded the 2008 Olympic games on July 13, 2001 in Moscow. People will remember this historic page will be written in the Olympic history. The celebration extended to all the Chinese who live abroad, uniting them with the Through the Games. China and the world will be bound closer together than ever. Looking ahead to 2008, it is clear that the opportunities are vast. In staging a most Games in history, the Beijing Organizing Committee (BOCOG) will provide its corporate opportunity to invite the world in and introduce China to the world. The purpose of this study is to examine the impact of Olympic sponsorship on corporate image and purchase intention between Korean and Chinese consumer. For the empirical investigation, 331 Korean and 518 Chinese consumers were selected. Through the T-test and regression analysis, it is proved that the statistics, concerning the difference of attitude towards Olympic, attitude towards commercialization, corporate image and purchase intention. In this study, some implications are found. First, this study is dedicated to strengthening existing theories by examining the concrete differences and impact of Olympic sponsorship on corporate image and purchase intention. Second, the policy implications about related industries are suggested. When central processing of an advertising message occurs, the consumer pays close attention to message content and scrutinizes the message arguments. A high level of cognitive reponse activity or processing occurs, and the ad's ability to persuade the receiver depends primarily on the receiver's evaluation of the quality of the arguments presented. In this study, there are some limitations. First, variables explaining Olympic sponsorship and corporate images are selected restrictedly. Second, in empirical analysis only consumer's side is considered. Third, the results of this study are not generalized to be able to used in the following studies. Therefore, it is needed to research continuously this study as a chance to progress positively the relationship between consumers and corporates. In spite of these limitations, this study will be reinforced both in theory building and in policy making if the former limitations are overcome by more practical studies and field survey. Through these studies the relationship between two parts ill be more explained and improved our understanding synthetically about Olympic sponsorship.
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