['Se', 'sebay', 'We', 'Doo', 'December', '1994', '&5', 'St', 'Table', '4', 'Summary', 'of', 'Significant', 'Results', 'from', 'Table', '3', ' ', ' ', ' ', ' ', 'Number', 'of', 'Results', 'That', 'Were', 'Significant', 'image', 'Dimension', 'Direction', 'of', 'Results:', ' ', ' ', 'Has', 'good', 'products/services', 'Is', 'well', 'managed', 'Only', 'wants', 'to', 'make', 'money', '1s', 'involved', 'in', 'the', 'community', 'Responds', 'to', 'consumer', 'needs', 'Is', 'a', 'good', 'company', 'to', 'work', 'for', 'MN', 'hWONO', ' ', 'Results', 'were', 'considered', 'significant', 'with', 'alpha', '<', '.05.', 'engaged', 'in', 'more', 'thorough', 'information', 'processing', 'about', 'the', 'companies', 'and', 'come', 'to', 'some', 'overall', 'con-', 'chasion', 'about', 'them.', 'There', 'are', 'nine', 'directional', 'changes', 'in', 'the', '30', 'indi-', 'vidual', 'ratings', 'when', 'the', 'total', 'aware', 'group', 'is', 'com-', 'pared', 'with', 'the', 'unaided', 'aware', 'group,', 'but', 'only', 'one', 'of', 'them', 'is', 'statistically', 'significant:', '“is', 'involved', 'in', 'the', 'community”', 'for', 'the', 'energy', 'producing', 'company.', 'Table', '4', 'shows', 'some', 'other', 'interesting', 'relationships', 'in', 'the', 'individual', 'effects', 'across', 'the', 'companies', 'based', 'on', 'both', 'the', 'unaided', 'aware', 'and', 'total', 'aware', 'test', 're-', 'sults.', 'This', 'table', 'was', 'derived', 'by', 'examining', 'the', 'num-', 'ber', 'of', 'statistically', 'significant', 'differences', 'in', 'Table', '3.', 'We', 'see', 'little', 'consistency', 'in', 'the', 'results.', 'At', 'best,', '“is', 'involved', 'in', 'the', 'community”', 'has', 'four', 'significant', 'dif-', 'ferences', '(out', 'of', '10', 'separate', 'tests),', 'all', 'of', 'which', 'are', 'in', 'the', 'direction', 'hypothesized,', 'and', '“only', 'wants', 'to', 'make', 'money”', 'has', 'three', 'significant', 'differences,', 'all', 'of', 'which', 'are', 'in', 'ihe', 'direction', 'hypothesized.', 'Disregarding', 'sta-', 'tistical', 'significance,', 'we', 'find', 'that', 'nine', 'of', 'the', '10', 'tests', 'for', '“is', 'involved', 'in', 'the', 'community”', 'are', 'in', 'the', 'direction', 'hypothesized;', 'eight', 'of', 'the', '10', 'are', 'in', 'the', 'direction', 'hy-', 'pothesized', 'for', '“only', 'wants', 'to', 'make', 'money.”', 'The', 'other', 'four', 'image', 'dimensions', 'vary', 'considerably,', 'some', 'hav-', 'ing', 'positive', 'and', 'some', 'having', 'negative', 'effects', 'on', 'con-', 'sumer', 'perceptions.', 'This', 'evidence,', 'albeit', 'tenuous,', 'implies', 'that', 'some', 'dimensions', 'of', 'image', 'might', 'be', 'more', 'consistently,', 'posi-', 'tively', 'influenced', 'by', 'corporate', 'sponsorship', 'and', 'less', 'susceptible', 'to', 'individual', 'company', 'differences', 'than', 'others.', 'Future', 'research', 'could', 'focus', 'more', 'specifically', 'on', 'this', 'issue', 'and', 'why', 'some', 'dimensions,', 'but', 'not', 'oth-', 'ers,', 'can', 'be', 'expected', 'to', 'change', 'as', 'a', 'result', 'of', 'corporate', 'image.', 'positive', 'negative', '0', '(8)', '1', '1', '3', 'ie]', '4', '0', '1', '1', '1', '1', 'Test', 'of', 'Hypothesis', '2', 'To', 'determine', 'the', 'potential', 'effect', 'of', 'different', 'types', 'of', 'sponsorship', '(vs.', 'no', 'sponsorship)', 'on', 'corporate', 'im-', 'age', '(Ho),', 'we', 'used', 'a', 'large', 'industrial', 'company', 'that', 'does', 'not', 'engage', 'in', 'sponsorship.', 'After', 'they', 'had', 'pro-', 'vided', 'image', 'ratings', 'of', 'this', 'company,', 'respondents', 'were', 'randomly', 'assigned', 'to', 'be', 'told', 'that', 'it', 'had', 're-', 'cently', 'sponsored', 'either', 'a', 'Special', 'Olympics', 'for', 'Handi-', 'capped', 'Children,', 'a', 'theater', 'production', 'of', 'Hamlet,', 'or', 'the', 'U.S.', 'Men’s', 'Olympic', 'Basketball', 'Team.', 'Each', 're-', 'spondent', 'was', 'given', 'only', 'one', 'event.', 'Then', 'they', 'were', 'asked', 'to', 'rate', 'the', 'company', 'again.', 'Admittedly,', 'this', 'approach', 'is', 'somewhat', 'artificial,', 'but', 'we', 'attempted', 'to', 'separate', 'the', 'rating', 'tasks', 'by', 'asking', 'several', 'unrelated', 'questions', 'between', 'them.', 'Responses', 'were', 'recorded', 'on', 'a', 'five-point', 'scale', 'rang-', 'ing', 'from', '“strongly', 'agree”', '(+2)', 'to', '“strongly', 'disagree’', '(-', '2),', 'and', 'the', 'mean', 'values', 'were', 'computed.', 'We', 'found', 'no', 'differences', 'among', 'the', 'types', 'of', 'sponsorship', 'activity', '(on', 'the', 'basis', 'of', 'F-tests', 'of', 'the', 'difference', 'between', 'scores', 'obtained', 'before', 'and', 'after', 'the', 'event,', 'and', 'the', '“after', 'only”', 'scores', 'by', 'themseives).', 'One', 'event', 'yielded', 'essen-', 'tially', 'the', 'same', 'degree', 'of', 'benefit', 'as', 'another.', 'The', 'differences', 'between', 'the', 'mean', 'scores', 'for', 'before', 'and', 'after', 'knowledge', 'of', 'the', 'sponsorship', 'were', 'also', 'tested', 'by', 'using', 'a', 'paired', 't-test', 'for', 'differences', 'within', 'samples.', 'As', 'shown', 'in', 'Table', '5,', 'the', 'seores', 'improved', 'in', 'every', 'instance', 'after', 'the', 'respondent', 'was', 'made', 'aware', 'of', 'the', 'sponsorship.', 'Four', 'of', 'the', 'six', 'image', 'variables', 'showed', 'statistically', 'significant', 'improvements', '(“has', 'good', 'products/services,”', '“only', 'wants', 'to', 'make', 'money,”', '“is', 'involved', 'in', 'the', 'community,”', 'and', '“responds', 'to', 'its', 'customers’', 'needs”),', 'Hence,', 'the', 'findings', 'support', 'Ha:', 'we', 'SEC6TSLHO']