인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록·키워드
The purpose is to establish a marketing strategy through effective sponsorship activities based on the ESG activities of sponsor companies through corporate sponsorship participation, and to derive practical implications for increasing marketing promotion activities of sponsor companies. This study set up a study on the active participation in corporate sponsorship activities targeting spectators who watched the KLPGA Champions Tour. Therefore, convenience sampling was used among the non-probability sampling methods to conduct a questionnaire survey targeting spectators who experienced watching the KLPGA Champions Tournament. Path analysis was used to derive the results. First, there was a positive relationship between sponsorship activities and intention to use. Second, there was a positive relationship between sponsorship activities and ESG activities. Third, there was a positive relationship between ESG activities and intention to use. Finally, ESG activity was shown to mediate the relationship between the two variables. KLPGA Champions Tour sponsorship should refer to ESG that companies participate in to raise positive awareness to customers and show efforts for a sustainable future.
본문·목차
인공지능 문자 인식 모델을 통해 추출된 텍스트로, 일부 오타나 오류가 포함될 수 있으나 지속적으로 개선 중입니다.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
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UCI(KEPA) : I410-151-25-02-091112041
