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해외자본의 국내프로야구단 후원에 대한 스포츠팬 인식조사

Title
해외자본의 국내프로야구단 후원에 대한 스포츠팬 인식조사
Other Titles
A Study on the Perception of Professional Baseball Fans for Sports Sponsorship from Overseas Capital
Author
조성식
Keywords
Attitude toward loan business; Awareness of foreign capital’s sponsorship
Issue Date
2018-06
Publisher
한국체육과학회
Citation
한국체육과학회지, v. 27, no. 3, page. 247-261
Abstract
The purpose of this study is to investigate how team loyalty, awareness of Japanese companies, and awareness of loan business’ attitude by Nexen Heroes fans have an effect on awareness of sponsorship for domestic professional baseball clubs. To achieve this, 343 copies were used for final analysis and the following results were obtained. First, team loyalty varied with age. Second, emotional awareness among Japanese company’s image was different according to age, academic background, and Japanese image while perceptive awareness varied with sex and Japanese image Third, awareness of Attitude toward loan business was different according to sex and age Fourth, positive awareness among awareness of sponsoring for domestic professional baseball clubs by foreign capital was different according to age, income and Japanese image while negative awareness varied with age Fifth, the result of analyzing the effect of team loyalty, awareness of Japanese companies, and awareness of loan business’ attitude on awareness of sponsorship for domestic professional baseball clubs by foreign capital showed that in case of positive awareness team loyalty, perceptive awareness and Attitude toward loan business have a positive effect while emotional awareness has a negative effect. In case of negative awareness, emotional awareness was shown to have a positive effect while team loyalty and perceptive awareness have a negative effect.
URI
http://www.dbpia.co.kr/view/ar_view.asp?arid=3526839https://repository.hanyang.ac.kr/handle/20.500.11754/118909
ISSN
1226-0258
Appears in Collections:
COLLEGE OF ART AND PHYSICAL EDUCATION[S](예술·체육대학) > SPORTS INDUSTRY(스포츠산업학과) > Articles
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