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- W3024252040 abstract "The purpose of this study was to explore the influence of a sport event’s values on the values of a sponsoring company. Furthermore, by applying the Model of Image Creation and Image Transfer (AMICIT), this study aimed to analyze the differential transfer of the values depending on whether or not a company sponsors the event. To accomplish this purpose, questionnaires were collected from a total of 445 participants who were recruited during the 2018 PyeongChang Winter Olympic Games. Data analyses included Descriptive Analysis, Reliability Tests, Confirmatory Factor Analysis, independent samples t-test, and Multiple Regression using SPSS 22.0 and AMOS 22.0 statistical packages. The results are as follows. First, the global values (i.e., vision and mission) of the Olympics significantly influenced the Economic, Sociocultural, Environmental, and Experiential values of the sponsoring company. Second, consumers’ perceived specific values (i.e., economic, sociocultural, environmental, experiential, and moral values) of the Olympics significantly influenced the economic, sociocultural, environmental, experiential, and moral values of the sponsoring company. Third, the means for the sponsoring company’s economic, sociocultural, environmental, experiential, and moral values were significantly higher than the means for the non-sponsoring company (p＜.001)." @default.
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- W3024252040 date "2020-04-30" @default.
- W3024252040 modified "2023-09-27" @default.
- W3024252040 title "The Effect of Perceived Sport Event Values on the Values of a Sponsoring Company" @default.
- W3024252040 doi "https://doi.org/10.35159/kjss.2020.04.29.2.521" @default.
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