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

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  • Jaeyoon Kwon
  • Taerin Chung

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.

Suggested Citation

  • Jaeyoon Kwon & Taerin Chung, 2018. "Relationships Among Attitude, Corporate Image, and Purchase Behavior in Korean Running Event," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 10(1), pages 82-89, March.
    • Handle: RePEc:ibn:ijmsjn:v:10:y:2018:i:1:p:82-89
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    References listed on IDEAS

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    1. Isabelle Maignan & David A Ralston, 2002. "Corporate Social Responsibility in Europe and the U.S.: Insights from Businesses' Self-presentations," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 33(3), pages 497-514, September.
    2. Hightower, Roscoe Jr & Brady, Michael K. & Baker, Thomas L., 2002. "Investigating the role of the physical environment in hedonic service consumption: an exploratory study of sporting events," Journal of Business Research, Elsevier, vol. 55(9), pages 697-707, September.
    3. Laroche, Michel & Kim, Chankon & Zhou, Lianxi, 1996. "Brand familiarity and confidence as determinants of purchase intention: An empirical test in a multiple brand context," Journal of Business Research, Elsevier, vol. 37(2), pages 115-120, October.
    4. Brodie, Roderick J. & Ilic, Ana & Juric, Biljana & Hollebeek, Linda, 2013. "Consumer engagement in a virtual brand community: An exploratory analysis," Journal of Business Research, Elsevier, vol. 66(1), pages 105-114.
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    Cited by:

    1. Juyeon Oh & Seunghwan Myeong, 2021. "What Matters for Job Security? Exploring the Relationships among Symbolic, Instrumental Images, and Attractiveness for Corporations in South Korea," Sustainability, MDPI, vol. 13(9), pages 1-14, April.

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    More about this item

    Keywords

    attitude; corporate image; purchase behavior; Korean running event;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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