참고문헌

<국내문헌>

1. 서적

곽동성 (1987), 「마궤팅 정보시스템론」, 동성사.

김원수 (1986), 「마케팅정보시스템론」 , 박영사.

김치조 (1996), 「스포츠마케팅」, 태근출판사.

송용섭 (1994), 「현대마케팅론」 , 법문사.

송용섭, 리대용 (1985),「현대광고론」, 무역경영사.

양성국, 김수잔 공역 (1996), (Bernard J.Mullin, Stephen Hardy, William A. Sutton 저), 「스포츠마케팅」, 대경출판사

2. 논문

김경아 (1996), "기업광고와 제품광고의 통합효과에 관한 실증적 연구중앙대 학교, 석사학위논문.

김우종 (1996), 스포츠마케팅 사업 현황과 전망", 한국마케팅학회, 스포츠마케팅 국제심포지움 발표논문집

모순래 (1994), "광고에 대한 태도가 제품태도와 제품선택에 미치는 영향에 관한 연구", 중앙대학교, 석사학위논문.

박준 (1990), "기업식별화 전략의 기업 커뮤니케이션 수단으로의 활용에 관한 연구", 서울대학교, 석사학위논문.

박찬욱 (1996), "우리나라 기업의 스포츠 후원현황 및 인식", 한국마케팅학회, 스포츠마케팅 국제심포지움 발표논문집

박현종 (1996), "스포츠스폰서쉽과 스포츠광고의 효과에 관한 장기연구", 광고연구, 가을호, 224-253. 서영식 (1993), "기업 PR의의와 PR수단으로써 스포츠 이벤트에 관한 연구", 성균관대학교,. 석사학위논문

송현석 (1994), "마케팅 툴의 통합활용으로 최대의 시너지 효과 창출", 광고정보, 7월호, 108-115. 육종술 (1993), "Sports Marketing을 위한 Sponsorship Model 개발", 고려대학교, 박사학위논문. 윤상철 (1994), "정보원천으로서 기업이미지가 광고에 대한 태도에 미치는 영향에 관한 연구", 서울대학교, 석사학위논문

이미라 (1993), "기업이미지의 영향요인에 관한 연구", 숙명여자대학교, 석사학위논문.

이상봉, 노영태(1996), "스포츠마케팅의 커뮤니케이션 요소", The Journal, College of Education, Vol 32(1996), 201-217, 부산대학교

이세호 (1996), "스포츠팀이 기업의 광고효과에 미치는 영향", 광고연구, 겨울호, 199-234.

장주호 (1996), "올림픽 마케팅의 발전전망과 그 역할", 한국마케팅학회, 스포츠마케팅 국제심포지움 발표논문집

Lynn Kahle (1996), "Issues and Opportunities in Sports Marketing : U.S. Cases", 한국마케팅학회, 스포츠마케팅 국제심포지움 발표논문집

<국외문헌>.

1. 서적

Christine M. Brooks (1994), Sports marketing -Competitive Business Strategies for Sports, Prentice Hall, 159-233.

Engel J. and D. Blackwell (1982), Consumer Behavior, New York: Dryden Press.

Kotler, P (1982), Marketing for Nonprofit Organization, 2nd ed, N. J. Prentice-Hall, 592-593.

_________ (1988), Marketing Management, 6th ed., 137-141, 592.

McCarthy, E.J. and W. D.Pereaylt (1993), Basis Marketing, 11th ed, Irwin.

2. 논문

Colin McDonald (1991), "Sponsorship and the Image of the Sponsor", European Journal of Marketing, Vol.25 No.l, 31-38.

D.R. Scott and Hazel T. Suchard (1992), "Motivation for Australian Expenditure on Sponsorship -An Analysis", International Journal of Advertising, 11, 325-332.

D.W. Marshall and G.Cook (1992), "The Corporate (Sports) Sponsor", International Journal of Marketing, 11, 307-324.

Elizabeth Meerabeau, Roy Gillett, Michael Kennedy, Johnson Adeoba, Michael Byass and Kingsley Tabi (1991), "Sponsorship and the Drinks Industry in the 1990s", European Journal of Marketing, Vol. 25 No.l, 39-55.

Gardner, Meryl P and Philip J.Shuman (1987), "Sponsorship an Important Component of The Promotion Mix", Journal of Advertising, 16(1), 11-17.

Gardner, Meryl Paula (1985), "Does Attitude Toward the Ad Affect Brand Attitude Under a Brand Evaluation Set?" Journal of Marketing Research, 22(May), 192-198.

Gorn, Gerald J (1982), "the Effect of Music in Advertising on Choice Behavior : A Classical Conditioning Approach", Journal of Marketing, 46, 94-101.

Homer, Pamela M (1990), The Mediation Role of Attitude toward to Ad: Some Additional Evidence? Journal of Marketing Research, February, 78-86.

Horst Stipp and Nicholas P. Schiavone (1996), Modeling The Impact of Olympic Sponsorship on Corporate Image? Journal of Advertising Research, July/august, 22-28.

James Crimmins And Martin Horn (1996), "Sponsorship From Management Ego Trip To Marketing Success", Journal of Advertising Research, july/august, 11-21.

John Burnett, Anil Menon and Deniset T. Smart (1993), "Sports Marketing: A New Ball Game with New Rules", Journal of Advertising Research, September/Qctober, 21-35.

Ken Paker (1991), "Sponsorship The Research Contribution", European Journal of Marketing, Vol. 25 No.l, 22-30.

Lewis C. Winters (1986), "The Effect of Brand Advertising on Company Image Implications for Corporate Advertising", Journal of advertising Research 26, apri/may 54-59.

MacKenzie, Scott B., Richard J. Lutz and George E. Belch (1986), The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness' A Test of Competing Explanations", Journal of Marketing Research, May, 130-143.

Martin G. Crowley (1991), "Prioritising the Sponsorship Audience", European Journal of Marketing, Vol. 25 No.l, 11-21.

Mitchell, Andrew A and Jerry C. Olson (1981), "Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?", Journal of Marketing Research, August, 318-332.

Petty, Richaed E., John T. Cacioppo and David Schumann(1983), "Central and Peripheral Routes to Advertising Effectiveness' The Moderating Role of Involvement", Journal of Marketing Research, 10(September), 135-146.

Rajashekhar G. Javalge, Mark B. Traylor, Andrew C. Gross and Edward Lampman (1994), "Awarness of Sponsorship and Corporate Image: An Empirical Investigation", Journal of Advertising, 23, 4: 47-58.

Russel Abratt, Brian C. Clayton, and Leyland F. Pitt (1987), "Corporate Objectives in Sports Sponsorship", International Journal of Advertising 6, 4: 299-311.

Russell Abratt and Pieter Schalk Grobler (1989), "The Evaluation of Sports Sponsorship", International Journal of Advertising, 8, 351-362.

Sandler, Dennis M. and David Shani (1989), "Olympic Sponsorship vs. Ambush Marketing Who Gets the Gold? Journal of Advertising Research 29, 4: 9-14.

Tony Meenaghan (1991), "Sponsorship -Legitimising the Medium", European Journal of Marketing, Vol. 25 No.l, 5-10.

______________ (l991), " The Role of Sponsorship in The Marketing Communications Mix", International Journal of Advertising, Vol 10 No 1, 35-47.

______________ (1983), "Commercial Sponsorship", European Journal of Marketing, 17(7), 18.

Wilson, William R (1979), "Feeling More Than We Can Know' Exposure Effects Without Learning", Journal of Personality and Social Psychology, 37(June), 811-821.

Zajon, Robert B and Hazel Markus (1982), "Affective and Cognitive Factors in Preferences", Journal of Consumer Besearch, 9(September), 123-131.