이벤트 스폰서십이 체인 레스토랑의 브랜드 이미지 전이에 미치는 영향

Sponsorship of events, particularly sporting events is to be one of the most rapidly growing forms of advertising, has received much recent attention in the marketing and advertising literature. There are key goals associated with corporate sponsorship of events such as enhanced image, increased goodwill, and elevated brand awareness due to increased exposure. Through event and family restaurant image similarity pretest survey, the sponsorship pairings were selected two, The first pair has no similarity image between event and family restaurant, and the second pair has the most similar image. The no similarity pairing was Marche and pro basketball and the best similarity pairing was T.G.I. FRIDAY'S and a motor race. A second pretest was conducted to create a set of personality-oriented adjectives that could be used to describe image dimensions each of the two events selected from the first pretest. Subjects in sponsorship pairing treatment were more likely to report similarities on brand-event personality components than subjects who were not exposed to the event-brand sponsorship link, thus supporting the notion that sponsorship results in image transfer. Futher, it found that when event and brand are matched on an image basis the transfer process is enhanced