The purpose of this study was to develop a model of relationship intensification, identification formation, and loyalty achieved through mutual effect within participants of sports sponsorship. Through this, the study aims to provide guidance to businesses for establishing and developing sports sponsorships. In order to achieve the objective, two identification paths were used to understand the process of deepening consumer-sponsor relationship in professional volleyball title sponsorships. The target of this study is 'NH Nonghyup' a valleyball title sponsor in 2014-2015. A survey was conducted on 264 home crowd members of Korea Air, Samsung fire, Kepco, Woori card, OK saving bank and Hyundai capital based in metropolitan regions. Sampling method was Convenience Sampling Mode, and questionnaire has been structured to be self-administerd type. SPSSWIN Ver. 21.0 and AMOS 18.0 have been used for data processing. The results were as follows: Frist, the study showed that the connection between consumer-sponsor mutual effect positively influence "we-ness." "We-ness" in turn positively affected sponsor identification, and sponsor identification in turn positively affected attitudinal loyalty. Second, the personalization and enjoyment in consumer-event mutual effect positively affected event trust, and event trust in turn positively affected event identification, and event identification in turn positively affected behavioral loyalty. Third, attitudinal loyalty positively impacted behavioral loyalty.
The aim of this study is to empirically verify the relationships between innovativeness perception of and involvement in sports products, and hedonic value, product attitude and purchase intention through the structural equation model. For this purpose, this study conducted a questionnaire survey of 291 college students in Chungcheong region. Sampling method was Quota Sampling Mode, and questionnaire has been structured to be self-administerd type. SPSSWIN Ver. 21.0 and AMOS 18.0 have been used for data processing. As a result, first, it was found that innovativeness perception had a positive influence on hedonic value; second, innovativeness perception had a positive influence on product attitude; third, product involvement had a positive influence hedonic value; fourth, product involvement had a positive influence on product attitude; fifth, hedonic value had a positive influence on purchase intention; sixth, product attitude had a positive influence on purchase intention. Such results imply that it's not desirable to overlook the level of innovativeness perception & involvement from a corporate perspective when an enterprise develops and launches new sports products.
