Earticle

초록

영어

This study was to find out what effect marketing activities of enterprise's title sponsorship with pro volleyball have on brand equity and purchase intention of brand extension product's purchase intention. It surveyed spectators who watched three volleyball games of Hyndai Capital Skywalkers in Cheonan, Chungcheongnam-do, 238 questionnaires were used for this study. The results were as follows. First, image improvement activity and contribution to the event have a positive effect on brand equity that are brand recognition, brand image and brand loyalty. Second, image improvement activity of enterprise's title sponsorship with pro volleyball and contribution to the event have a positive effect on purchase intention about a brand extension product's purchase intention.

목차

Ⅰ. 서론
  1. 연구의 필요성
  2. 연구목적 및 연구문제
 Ⅱ. 연구방법
  1. 연구대상
  2. 조사도구
  3. 측정도구의 타당도와 신뢰도
  4. 자료처리
 Ⅲ. 연구결과
  1. 상관관계분석결과
  2. 기업의 스폰서십 활동이 브랜드자산에미치는 영향
  3. 기업의 스폰서십 활동이 브랜드확장제품 구매의도에 미치는 영향
 Ⅳ. 논의
  1. 스폰서 기업의 마케팅활동과 브랜드자산
  2. 스폰서 기업의 마케팅활동과 브랜드확장제품 구매의도
 Ⅴ. 결론 및 제언
 참고문헌
 ABSTRACT

저자

• 전진석 [ Jeong Jin-seok | 조선대학교 ]
• 강동완 [ Kwang Dong-wan | 조선대학교 ]
• 김재필 [ Kim Jae-pil | 순천대학교 ]

참고문헌