Earticle

초록

영어

The purpose of this study is to investigate the effect of sports marketing on the psychological state and purchasing behavior of consumers. In addition, another purpose of this study is to collect consumer opinions in order to find out more efficient sports marketing methods. A total of 14 people participated in the interviews of this study, and the results are summarized as follows. Consumers are known to be positively influenced by sports marketing because information on sports products or services can be obtained. It was found that consumers perceived the image of a company that invests a lot of money and effort in sports marketing more positively. Therefore, it was found that consumers trust products or services with a more familiar image of the company. Companies that market sports can easily obtain a high level of customer loyalty and are advantageous for more successful management. The importance of sports marketing is being emphasized because companies with many regular customers are easier to sell products or services to and can generate high profits by securing more customers. It has been found that it is important to provide accurate information on the products or services that customers want for a more efficient means of sports marketing. Therefore, the implications of this study can be said to be more practical and efficient. Since this study aims to find a more efficient sports marketing method, it is necessary to accurately grasp what consumers want.

목차

ABSTRACT
Ⅰ. Introduction
Ⅱ. Literature Review
2.1 Qualities of Sports Showcasing
2.2 Fundamental Components of Sports Promoting
2.3 Adequacy of Sports Promoting
Ⅲ. Methods
Ⅳ. Results
Ⅴ. Conclusion
References

저자

• Sanghyeop Lee [ Associate Professor, Department of Tourism Management, College of Business Administration, Keimyung University ] Corresponding Author

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