스포츠이벤트 관여도가 스폰서 기업이미지 및 신뢰획득에 미치는 영향

서지정보

ㆍ발행기관 : 한국웰니스학회 ㆍ수록지정보 : 한국웰니스학회지 / 6권 / 1호
ㆍ저자명 : 김성규, 김정락

목차

"Ⅰ. 서 론
Ⅱ. 연구 방법
III. 결 과
Ⅳ. 논 의
Ⅴ. 결론 및 제언
참고 문헌"

한국어 초록

현대인의 대다수는 스포츠를 신체적 건강과 사회성을 함양시키는 좋은 매개체로 인식하고 있으며, 삶의 질 향상뿐만 아니라 사회, 문화, 경제 전반에 크고 작은 많은 영향을 끼치는 현대 사회에서 없어서는 안 될 고도의 성장산업으로 인식하고 있는 것이 사실이다. 또한 현대 스포츠에 있어서 스포츠에 직접적으로 참여하는 것뿐만 아니라 스포츠에 간접적으로 참여하는 것, 즉 관람자로서 스포츠를 즐기는 것도 스포츠 산업의 중요한 부분이 되고 있다.

영어 초록

"The purpose of this study is to examine consumer’s consciousness and difference about the making factors of brand equity which sponsored a professional golf tournament’s title. Further, this study is to investigate the effect of title sponsorship by analyzing how a professional golf tournament’s characteristics directly affect to the specific making factors of brand equity. This study employed gallery who were in national professional golf tournaments as a population then selected a real sample by a convenience sampling method. A total of seven hundred surveys were distributed to four tournaments. A total of 648 surveys were returned, and total 604 surveys were analyzed except a total of 44 surveys which showed incorrect or no response. This study employed SPSS Package (ver. 12.0) and AMOS (ver 7.0). Specifically, reliability analysis and cronbach's α, correlation analysis, confirmatory factor analysis, and structure equation modeling were employed at this study. Above research method and procedures lead following conclusions First, The involvement of tournament no effect was found to the behavior and social image of corporate. Second, The involvement of tournament positively affect to the improvement of image sponsorship effect and the achievement of sponsorship effectTherefore, It is strongly suggested that active marketing effort to maximize the involvement of sponsor brand through taking part in a professional golf tournament's sponsorship.Key words : involvement, corporate Image, sponsorship Benefits"

참고 자료

없음