Abstract
This study was conducted to examine buffering effects of corporate sport sponsorship during a corporate crisis on public’s crisis perception, attitude towards corporation after the crisis, and product purchase intention. This study surveyed 150 college students. The collected data was run through SPSS(ver. 12.0) programs and then analyzed. The results are listed as follows. As a result, it was found that corporate sports sponsorship activities in a corporate crisis have a buffering effect, such as strengthening consumers' awareness of overcoming corporate crisis and positively affecting brand attitudes and purchase intentions. However, there was no difference according to image suitability between the sponsor company and the sports event.
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