Moderating Effect of Involvement on the Relationship Between Corporate Image and Purchasing Intention

Moderating Effect of Involvement on the Relationship Between Corporate Image and Purchasing Intention

Sponsorships play an important role in many organizations' promotional mix and marketing strategy. Sports sponsorship was the focus of this study which aimed to analyze empirically the relationship between corporate image and purchasing intention. The study also examined the moderating effect of involvement in an activity on the relationship between corporate image and purchasing intention. The main survey was undertaken in May 2013, using spectators who visited Seoul Jamsil Baseball Stadium to watch a baseball game. A total of 350 samples were collected and 311 data were used for the analysis. As a result, the hypothesized model fitted the data well, and two hypotheses were supported: H1 (corporate image is positively associated with purchase intention) and H2 (levels of involvement affect the relationship between corporate image and purchase intention). The implications of the study's results and recommendations will give marketers and managers useful information on marketing strategies and management practice.