스포츠 팀과 스폰서 기업의 ESG 활동이 자신 및 스폰서십 파트너의 이미지에 미치는 영향 : 쌍방향의 이미지 전이를 통한 시너지 효과를 중심으로

Abstract

This study aimed to examine the effect of sport teams’ ESG on their own and their sponsors’ image and the effect of sponsors’ ESG on their own and their teams’ image. In addition, this study tried to explore the relative effectiveness of concurrent ESG of both sport teams and sponsors over sport teams’ and sponsors’ ESG on their own and their sponsorship partners’ image. For this purpose, t-tests and ANOVAs with multiple comparisons tests were conducted with scenarios that represent 5 experimental conditions(n=510). The results of this study are as follows. First, sport teams’ ESG had a positive effect on their own and their sponsors’ image through traditional, unidirectional image transfer. Second, sponsors’ ESG had a positive effect on their own and their teams’ image through reverse image transfer. Third, concurrent ESG of both sport teams and sponsors led to higher sport teams’ and sponsors’ image through bilateral image transfer than sport teams’ and sponsors’ ESG. These findings provide both sport marketers and sponsor marketers with insight into how they develop ESG strategies that enhance sport teams’ and sponsors’ image in sport sponsorship.