Earticle

초록

영어

This study was to examine the effects of perceived sports brand benefits and emotional response on brand trust in the leisure sports participants. The subjects of this study were a total of 374 people and the subject were members of leisure sports club located in Gyunggi, Chungnam․buk and Chonnam․buk region. And the sampling of this study was the convenience sampling method. The methods of the statistical analysis used in this study was the multiple regression analysis by using SPSS 14.0. As the results of the analysis, the findings of this study were as follows. First, sports brand benefits (functional, symbolic and empirical) perceived by leisure sports participants were found to have direct and positive influence on their brand trust. Second, positive emotion did have a significant positive influence and negative emotion did have a significant negative influence on the emotional response of leisure sports participants

목차

Ⅰ. 서론
 Ⅱ. 연구방법
  1. 연구대상
  2. 측정도구
  3. 연구절차
  4. 통계처리
 Ⅲ. 결과
  1. 각 변인 간 상관관계분석
  2. 감정적 반응이 브랜드신뢰에 미치는 영향
 Ⅳ. 논의
 Ⅴ. 결론 및 제언
  1. 결론
  2. 제언
 참고문헌
 ABSTRACT

저자

• 문병일 [ Moon, Byoung-Il | 전남대학교 ]
• 이계윤 [ Lee, Kye-Yun | 전남대학교 ]
• 김백윤 [ Kim, Baek-Youn | 전남대학교 ]

참고문헌