Full metadata record
DC Field | Value | Language |
---|---|---|
dc.contributor.author | 한상필 | - |
dc.date.accessioned | 2023-08-02T06:25:32Z | - |
dc.date.available | 2023-08-02T06:25:32Z | - |
dc.date.issued | 2011-06 | - |
dc.identifier.citation | OOH광고학연구, v. 8, NO. 2, Page. 105-128 | - |
dc.identifier.issn | 1975-9053 | - |
dc.identifier.uri | https://www.dbpia.co.kr/journal/articleDetail?nodeId=NODE01665549 | en_US |
dc.identifier.uri | https://repository.hanyang.ac.kr/handle/20.500.11754/185022 | - |
dc.description.abstract | 본 연구는 프로 스포츠팀 브랜드연상의 구성요인이 브랜드태도와 구매의도에 미치는 영향을 검증하는 목적으로 실시되었다. 연구결과 프로 스포츠팀 브랜드연상의 구성요인은 혜택, 팀 특성, 후원기업, 팀 구성원, 팬 동일시로 나타났고, 프로 스포츠팀 브랜드연상의 구성요인이 브랜드태도에 영향을 미치는 것으로 나타났으며, 프로스포츠팀 브랜드연상의 구성요인은 구매의도에도 영향을 미치는 것으로 나타났다. 본 연구의 시사점은 국내를 대표하는 프로리그의 프로 스포츠팀을 대상으로 브랜드연상의 구성요인을 제시하였다는 점과 프로 스포츠팀 브랜드연상이 브랜드태도와 구매의도에 미치는 영향력을 통하여 구단을 관리하고 후원하는 데 보다 도움이 될 수 있는 기반을 마련하였다는 점이다.;The purpose of this study was to verify how the components of brand association of professional sports teams impact on brand attitude and purchase intention. This study showed the following three results. First, exploratory factor analysis was made to extract components of brand association of professional sports teams. As the result of the analysis, the components turned out to be such factors as benefit, team play characteristics, corporate sponsor, team members, and fan-identification. Second, hierarchical regression analysis was verified the impacting components of professional sports teams brand association on brand attitude. Third, hierarchical regressive analysis was verified the impacting components of brand association on purchase intention. Purchase intention was divided into sponsor purchase intention and team purchase intention. In conclusion, this study suggested total components and components by professional sports fields of brand association of representative sports teams in the nationwide professional team sports leagues. It also suggested that total components and components by professional sports fields of brand association are different in accordance with how professional sports teams brand association affect brand attitude and purchase intention. For this reason, this study provided grounds that could help managements to manage and sponsor their professional sports teams more effectively. | - |
dc.language | ko | - |
dc.publisher | 한국OOH광고학회 | - |
dc.subject | 프로 스포츠팀 | - |
dc.subject | 브랜드 | - |
dc.subject | 스폰서십 | - |
dc.subject | Professional Sport Team | - |
dc.subject | Brand | - |
dc.subject | Sponsorship | - |
dc.title | 프로 스포츠팀 브랜드연상의 구성요인이 브랜드태도와 구매의도에 미치는 영향 | - |
dc.title.alternative | The effects of professional sports team brand association components on brand attitude and purchase intention | - |
dc.type | Article | - |
dc.relation.no | 2 | - |
dc.relation.volume | 8 | - |
dc.relation.page | 105-128 | - |
dc.relation.journal | OOH광고학연구 | - |
dc.contributor.googleauthor | 김선정 | - |
dc.contributor.googleauthor | 조병량 | - |
dc.contributor.googleauthor | 한상필 | - |
dc.sector.campus | E | - |
dc.sector.daehak | 언론정보대학 | - |
dc.sector.department | 광고홍보학과 | - |
dc.identifier.pid | sphan | - |
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