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논문 기본 정보

자료유형
학술저널
저자정보
박태승 (경희대학교) 임종남 (송호대학교) 강철우 (우석대학교)
저널정보
한국체육과학회 한국체육과학회지 한국체육과학회지 제21권 제3호 (인문·사회과학편)
발행연도
2012.6
수록면
613 - 626 (14page)

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초록· 키워드

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This research is based on determining how the “20th Gyenggju World Taekwondo Championship” sponsorship has positively affected the Taekwondo image to transfer to Brand Image and Brand Behavior and present actual proof that the results are due to tournament sponsorship. Also, if there has been any image transfer, this research will identify the similarities between the Events and Brand Image, and identify the relation between the image transfers in order to provide an actual guideline to companies who need to make logical choices when it comes to Taekwondo athlete tournament sponsorship.
In order to measure the effects of sponsorship in the “20th Gyenggju World Taekwondo Championship” a method which measures results on experimental approach has been used. Due to preliminary investigations, we have selected “Samsung” which had a deep relation with the “20th Gyenggju World Taekwondo Championship Athlete Championship” and “Warner Bros. Entertainment” which had no relations. The subjects of this research were tested before and after planning this research.
The data collected was processed through SPSS Window 18.0’s technical stat analysis, reliability analysis, independent sample t-test and comparative sample t-test and concluded with the following results.
First, it showed that there was a noticeable statistic relation regarding the image transition affected by TAEKWONDO tournament sponsorships. Secondly, statistically there was a significant image transfer in regard to how much the events and brand image were related.
In conclusion, as a result of marketing communications of such sport events, sponsorships had a positive affect on brand image and brand behavior, and such strategies could help companies expand their brand value.

목차

Abstract
Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 결과
Ⅳ. 논의
Ⅴ. 결론 및 제언
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UCI(KEPA) : I410-ECN-0101-2013-692-003579176