Earticle

초록

영어

The purpose of this study was to examine the influence of Korean basketball title sponsorship on brand image and brand awareness of sponsor corporation. For the study objects, with setting as a population spectators of Korean professional basketball league in Seoul, Anyang, and Incheon, survey was conducted targeting 442 of spectators with convenient sampling method and 410(92.8%) sets were used in real analysis with 32 sets excluded, which were judged to contain insincere answers or to be unreliable. For the data processing, SPSS 12.0 version was used with following statistical methods. The results are as follows. First, communication activities, image enhancing activities, and event contributing activities had an positive influence on a brand image. Second, communication activities, image enhancing activities, and event contributing activities had an positive influence on brand awareness. Third, a brand image had an positive influence on brand awareness.

목차

Ⅰ. 서론
 Ⅱ. 연구 방법
  1. 연구대상
  2. 조사도구
  3. 조사절차
  4. 자료처리
 Ⅲ. 결과
  1. 타이틀 스폰서십활동이 브랜드이미지에 미치는 영향
  2. 타이틀 스폰서십활동이 브랜드인지도에 미치는 영향
  3. 브랜드이미지가 브랜드인지도에 미치는 영향
 Ⅳ. 논의
 Ⅴ. 결론 및 제언
  1. 결론
  2. 제언
 참고문헌
 ABSTRACT

저자

• 김성기 [ Kim, Sung-Gi | 인하대학교 ]
• 김상훈 [ Kim, Sang-Hoon | 경원대학교 ]
• 임춘한 [ Lim, Choon-Han | 재능대학교 ]

참고문헌