REFERENCES

• Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: The Free press.
   Google Scholar
• Anderson, E., & Weitz, B. (1989). Determinants of continuity in conventional industrial channel dyads. Marketing Science, 8, 310–323.
   Web of Science ®Google Scholar
• Baker, J., Parasuraman, A., Grewal, D., & Voss, G. B. (2002). The influence of multiple store environment cues on perceived merchandise value and patronage intentions. Journal of Marketing, 66, 120–141.
   Web of Science ®Google Scholar
• Ball, A. D., & Tasaki, L. H. (1992). The role and measurement of attachment in consumer behavior. Journal of Consumer Psychology, 1, 155–172.
   Google Scholar
• Cornwell, T. B., Roy, D. P., & Roy, D. P. (2001). Exploring managers' perceptions of the impact of sponsorship on brand equity. Journal of Advertising, 30, 41–51.
   Web of Science ®Google Scholar
• Crimmins, J., & Horn, M. (1996). Sponsorship: From management ego trip to marketing success. Journal of Advertising Research, 36, 11–21.
   Web of Science ®Google Scholar
• Cronin, J., Brady, M. K., & Hult, G. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76, 193–218.
   Web of Science ®Google Scholar
• Day, G. S. (1969). A two-dimensional concept to brand loyalty. Journal of Advertising Research, 9, 29–35.
   Web of Science ®Google Scholar
• Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58(2), 1–19.
   Web of Science ®Google Scholar
• Hammann, E. M., Habisch, A., and Pechlaner, H. (2009). Values that create value: socially responsible business practices in SMEs-empirical evidence from German companies. Business Ethics: A European Review, 18(1), 37–51.
   Web of Science ®Google Scholar
• Kleine, S. S., Kleine III, R. E, & Allen, C. T. (1995). How is a possession “me” or “not me”? Characterizing types and an antecedent of material possession attachment. Journal of Consumer Research, 22, 327–343.
   Web of Science ®Google Scholar
• Kato, T. (2014). The retailer's role in the reconstruction of areas affected by the Great East Japan earthquake: How can retailers make their social contribution coexist with their pursuit of profit?Journal of Global Scholars of Marketing Science, 24, 189–205.
   Google Scholar
• Kim, E. Y., & Park, K. (2013). Marketing mix elements influencing brand attitude strength: Global vs. domestic SPA brands. Journal of Global Scholars of Marketing Science, 23, 263–281.
   Google Scholar
• Klincewicz, K. (1998). Ethical aspects of sponsorship. Journal of Business Ethics, 17, 1103–1110.
   Web of Science ®Google Scholar
• Korea Mecena Association. (2011). 2010 Annual report.
   Google Scholar
• Kotler, P. J., & Armstrong, G. M. (2005). Principles of marketing (11th ed.). Upper Saddle River, NJ: Prentice Hall.
   Google Scholar
• Lawler, E. J. (1992). Affective attachments to nested groups: A choice-process theory. American Sociological Review, 57, 327–339.
   Web of Science ®Google Scholar
• Loureiroa, S. M. C., Koo, D. M., & Ribeiro, L. (2013). Effects of atmospherics on emotions and intention with respect to involvement in different shopping environments. Journal of Global Scholars of Marketing Science, 23, 435–459.
   Google Scholar
• McNicholas, B. (2004). Arts, culture and business: A relationship transformation, a nascent field. International Journal of Arts Management, 7, 57–69.
   Google Scholar
• Meenaghan, J. A. (1983). Commercial sponsorship. European Journal of Marketing, 17, 5–73.
   Web of Science ®Google Scholar
• Palmatier, R. W., Jarvis, C. B., Bechkoff, J. R., & Kardes, F. R. (2009). The role of customer gratitude in relationship marketing. Journal of Marketing, 73(5), 1–18.
   Web of Science ®Google Scholar
• Park, M. S., Shin, J. K., & Ju, Y. (2014). Social networking atmosphere and online retailing. Journal of Global Scholars of Marketing Science, 24, 89–107.
   Google Scholar
• Rioux, S. M., & Penner, L. A. (2001). The causes of organizational citizenship behavior: A motivational analysis. Journal of Applied Psychology, 86, 1306–1314.
   PubMed Web of Science ®Google Scholar
• Shin, J. K., Park, M. S., & Ross, C. A. (2012). Religious doctrinal commitment: The search for influences on brand and store switching behaviors in South Korea. Journal of Global Scholars of Marketing Science, 22, 235–248.
   Google Scholar
• Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77, 203–220.
   Web of Science ®Google Scholar
• Thomson, M., MacInnis, D. J., & Whan Park, C. W. (2005). The ties that bind: Measuring the strength of consumers' emotional attachments to brands. Journal of Consumer Psychology, 15, 77–91.
   Web of Science ®Google Scholar
• Wiggins, J. S., & Pincus, A. L. (1992). Personality: Structure and assessment. Annual Review of Psychology, 43, 473–504.
   PubMed Web of Science ®Google Scholar
• Witcher, B., Craigen, G., Culligan, D., & Harvey, A. (1991). The Links between objectives and function in organizational sponsorship. International Journal of Advertising, 10, 13–33.
   Google Scholar