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> 한국체육학회 > International Journal of Human Movement Science > 12권 3호

Consumer Engagement and Sponsorship Effectiveness: Finding Flow in Sport

Consumer Engagement and Sponsorship Effectiveness: Finding Flow in Sport

( Jeeyoon Kim ) , ( Yukyoum Kim )

- 발행기관 : 한국체육학회

- 발행년도 : 2018

- 간행물 : International Journal of Human Movement Science, 12권 3호

- 페이지 : pp.15-31 ( 총 17 페이지 )


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논문제목
초록(외국어)
Consumer engagement concerns the quality (or strength) of the psychological connection with sport properties (or sponsors) perceived by the consumer, which is a valuable asset to sponsored property’s and sponsor’s brand equity and a key determinant of sponsorship effectiveness. In this study, we focus on the phenomenon of ‘flow’ (i.e., state of intense momentary engagement) as an important indicator of consumer engagement and examine the phenomenon’s influence on sponsorship effectiveness. A pre-post survey-based study was conducted to test whether the experience of flow influences the consumer’s attitude and behavioral intention towards the sponsor before and after the sponsorship exposure through a major sporting event. The results showed significant moderating effect of flow, suggesting emphasis on flow as a key indicator of consumer engagement and a key construct explaining sponsorship effectiveness.

논문정보
  • - 주제 : 예체능분야 > 체육학
  • - 발행기관 : 한국체육학회
  • - 간행물 : International Journal of Human Movement Science, 12권 3호
  • - 발행년도 : 2018
  • - 페이지 : pp.15-31 ( 총 17 페이지 )
  • - UCI(KEPA) : I410-ECN-0102-2019-600-001709578
저널정보
  • - 주제 : 예체능분야 > 체육학
  • - 성격 : 학술지
  • - 간기 : 연3회
  • - 국내 등재 : -
  • - 해외 등재 : -
  • - ISSN : 1976-4391
  • - 수록범위 : 2007–2021
  • - 수록 논문수 : 255