Relationships Among Attitude, Corporate Image, and Purchase Behavior in Korean Running Event

Abstract

The purpose of this study was to verify the relationships among attitude, corporation image, and purchase behavior in Korean running event. Through this study, running event of Korea may attempt to develop sports event and sports industry infrastructure. To achieve the goal of this study, 432 surveys were collected form male and female adults who planned to participate in Korean running event in October 2016 to February 2017 were delineated as the study population. A convenient, non-random sampling method was used to select participants. After examining the correlation among attitude, corporation image, and purchase behavior, the relationships among the three variables was assessed through multiple linear regression analysis. The results of this were as follows. First, regarding sub-factors of event attitude and brand attitude had positive effects on corporate image. Second, the sub-factors of event attitude and brand attitude had positive effects on purchase behavior. Third, the sub-factor of corporate social responsibility image had positive effects on purchase behavior, and good image of corporation was statistically significant.

What Matters for Job Security? Exploring the Relationships among Symbolic, Instrumental Images, and Attractiveness for Corporations in South Korea

“…Since corporate images affect purchasing decision making [12,13], retaining talent [8][9][10], social support in an organization [14,15], and customer loyalty [16][17][18][19], they should be managed by corporate managers. Specifically, if customers feel attracted to organizational images, they want to buy these corporates' products.…”

How does sponsorship of a high-involvement sports event mark the sponsor brand? An application to public institutions

“…En los últimos años, el interés y la participación de los consumidores en los eventos deportivos ha cambiado, y las organizaciones están aprovechando la mayor participación e implicación de participantes y espectadores para promover activamente su marca (Schlesinger et al 2012: Kwon y Chung 2018. De hecho, las marcas están haciendo un uso cada vez mayor del patrocinio deportivo bajo un planteamiento estratégico.…”

“…De hecho, las marcas están haciendo un uso cada vez mayor del patrocinio deportivo bajo un planteamiento estratégico. Los eventos no sólo son útiles por los rendimientos sociales que generan; ayudan también a crear conciencia de marca y mejorar la imagen corporativa del patrocinador, ya que el público percibe que tales organizaciones apoyan sus metas individuales relacionadas con su bienestar personal (Kwon y Chung 2018;Eddy y Cork 2019).…”

“…; sería el caso, por ejemplo, de los espectadores de los torneos de golf profesionales, con un perfil caracterizado por ser hombres, de mediana edad, con ingresos medios superiores. Sin embargo, también hay eventos deportivos como el atletismo o en particular el que nos ocupa en este estudio -un maratón-que atraen grandes segmentos de mercado heterogéneos, no solo en lo relativo al colectivo de espectadores, sino también en lo referido a los participantes (Gwinner 1997;Kwon y Chung 2018).…”

Untitled

“…Along with the high ranking of this college will cause the rise of the image of college and the rising interest of prospective students to be a student in five private universities. Some studies say, that the image was born and developed in the minds of the community is due to the good value obtained by customers, as well as what happens at colleges (Kwon and Chung, 2018). Realize and Panjaitan (2017) proves that the image of a college can raise the competitive advantage of the college.…”