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논문 기본 정보

자료유형
학술저널
저자정보
조용찬 (중앙대학교)
저널정보
한국체육과학회 한국체육과학회지 한국체육과학회지 제19권 제2호 (인문 사회과학편)
발행연도
2010.5
수록면
845 - 854 (10page)

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In the case of Korea, the sports industry promotion act was dedicated for the sports goods distribution industry and diverse efforts are being made to establish it as a prospective industry that can lead the 21st century, Unfortunately, however, reality shows that the domestic sports goods industry market is controlled dominantly by foreign companies instead of domestic companies. The modern market trends show brand strategies of 'companies sell good products and consumers buy brands'. Accordingly, in order to search for strategies to develop the domestic sports goods industry, 48 professional women's basketball players competing in the 2009~2010 The Bank, Shinhan Bank Women's Professional Basketball League were analyzed on their satisfaction and image on the sponsored goods and companies that they use. The data processing of the empirical study conducted analyzing using SPSS 15.0 for Windows, and it showed that there was no statistically considerable difference for the women's professional basketball players' sponsored brand satisfaction and image between domestic and foreign brands, but there were high values for foreign brands on terms of both satisfaction and image. Secondly, results showed that the women's professional basketball player sponsored brand satisfaction was highly affected by brand image.

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Abstract
Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 결과 및 논의
Ⅳ. 결론 및 제언
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UCI(KEPA) : I410-ECN-0101-2010-692-002390586