스포츠 스폰서십 효과 메타 분석: 주요 이론과 소비자 반응을 중심으로

초록

This study used a meta-analysis to conduct a comprehensive examination of the effectiveness of sports sponsorship. Research conducted in various academic fields was reviewed and classified to evaluate the conclusions of prior studies. Journal articles, master’s theses, and doctoral dissertations published from 2010 to June 2020 were the subjects of the meta-analysis. A conceptual framework consisting of seven antecedent variables(mere exposure, leverage, motive, congruency, identification, involvement, and loyalty), five outcome variables(awareness, image, affection, purchase intention, behavioral intention), and one moderator variable(the type of sponsee) was utilized. As a result, an overall effect size of sports sponsorship can be considered more than a moderate effect size(ES=.3894). Concretely, sports sponsorship had the greatest impact on the brand image(ES=.4608) and behavioral intentions(ES=.4796) and were most affected by congruency between the brand personality of sponsor and sponsee(ES=.6235). Furthermore, in a pairwise meta-analysis, several correlations appeared to show a large effect size(e.g. ‘mere exposure → image,’ ‘leverage → image,’ and ‘congruency → all outcome factors’). Lastly, the type of sponsee had no statistically significant impact on the effectiveness of sports sponsorship. From an academic perspective, using a conceptual framework, this study provides a comprehensive understanding of the effectiveness of sports sponsorship. On the other hand, from a practitional perspective, this study also could be used by the practitioner to evaluate their sponsorship strategy and to maximize the effectiveness of sports sponsorship.

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