장애인스포츠 타이틀스폰서십의 선호도가 기업이미지, 브랜드충성도, 사회적 책임에 미치는 영향

The purpose of this study was to examine the impact of preference for title sponsorship for sport games of the disabled on corporate image, brand loyalty and social responsibility. The subjects in this study were selected from among those who watched the national title sponsorship wheelchair basketball competitions After a survey was conducted on the attendance, the responses from 300 people were gathered, and then the answer sheets from 281 respondents were selected except for the incomplete ones. The collected data that were analyzable were analyzed by the statistical package SPSS 18.0 to serve the purpose of the study. The findings of the study were as follows: First, there were significant differences among the spectators in preference for title sponsorship for sport games of the disabled, corporate image, brand loyalty and social responsibility according to their personal characteristics. Second, the effect of preference for title sponsorship for sport games of the disabled exerted a positive influence on corporate image, brand loyalty and social responsibility. Third, preference for title sponsorship for sport games of the disabled had a causal relationship to corporate image, brand loyalty and social responsibility. The findings of the study proved that the preference of companies for sponsorship for sport games of the disabled could have a positive effect on not only the needs of consumers but the companies themselves, who are sponsorship suppliers. Therefore it's needed to step up the establishment of infrastructure required for sports of the disabled by boosting sponsorship activities for their sport games. The findings of the study are expected to provide some information on how administrators of sport games of the disabled can stimulate companies to become title sponsors as one of social contribution activities. As for companies, the findings of the study also are expected to encourage entrepreneurs to be concerned about their possible social contribution through sponsorship activities for sport games of the disabled.