Earticle

초록

영어

This study was to examine the effect of perceived corporate identification and team identification on corporate image and brand equity of pro-volleyball audience. The subjects of this study were 255 audience of 3 games at the hyundae capital skyworker’s homeground from december 1 to 31 in 2011-2012 NH pro-volleyball game, and were collected to be 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, the corporate identification had positive influence on product image, social service image and enterprise characteristic image of the subordinate factor of corporate image, but had no influence on social service image, enterprise characteristic image. and the team identification had positive influence on social service image, enterprise characteristic image of the subordinate factor of corporate image, but had no influence on product image. Second, the corporate identification had positive influence on brand image, brand attachment of the subordinate factor of brand equity, but had no influence on brand recognition. and the team identification had positive influence on brand recognition, brand attachment of the subordinate factor of brand equity, but had no influence on brand image.

목차

Ⅰ. 서론
 Ⅱ. 연구방법
  1. 연구대상
  2. 조사도구
  3. 조사절차
  4. 자료처리
 Ⅲ. 연구결과
  1. 각 변수 간 상관분석결과
  2. 기업동일시와 구단동일시가 기업이미지에 미치는 영향
  3. 기업－구단동일시가 브랜드자산에 미치는 영향
 Ⅳ. 논의
 Ⅴ. 결론
 참고문헌
 ABSTRACT

키워드

저자

• 문병일 [ Moon, Byoung-Il | 전남대학교 ]
• 김백윤 [ Kim, Baek-Youn | 전남대학교 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  한국스포츠학회지 [The Korea Journal of Sport]

• 간기

  계간

• pISSN

  1738-3250

• 수록기간

  2003~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 692 DDC 796