메뉴 건너뛰기
Library Notice
Institutional Access
If you certify, you can access the articles for free.
Check out your institutions.
ex)Hankuk University, Nuri Motors
Log in Register Help KOR
Subject
Humanities
General Humanities History Philosophy Religious Studies Linguistics and Literature Other Humanities
Social science
General Social Science Business Management Tourism Education Military Science Library and Information Science Law Sociology Journalism and Media Studies Psychological Science Political Science and Diplomacy Geography Public Administration Economics International Trade Anthropology Other Social Science
Natural science
General Natural Science Physics Biology Life Sciences Mathematics/Statistics Astronomy Earth Science Chemistry Other Natural Science
Engineering
General Engineering Architectural Engineering Mechanical Engineering Industrial Engineering Material/Energy Engineering Electrical and Electronic Engineering Marine and Ocean Engineering Chemical Engineering Computer Science Other Engineering
Medical science
General Medical Science Nursing Science Veterinary Pharmacy Traditional Korean Medicine Basic Medicine Clinical Medicine Other Medicine
Agriculture and Fishery
General Agriculture and Fishery Agriculture Fishery Science Food Science Forestry Animal Husbandry Marine Transportation Studies Other Agriculture and Fishery
Art and Kinesiology
General Arts Design Fine Arts Cosmetology Photography Music Fashion Kinesiology Performing Media Arts Other Arts and Kinesiology
Interdisciplinary Studies
Interdisciplinary Research Science and Technology Studies Brain and Cognitive Science Technology Policy Other Interdisciplinary Studies

KOR

The Effect of Image Congruity of Sports Brand Corporate's Event Marathon on Brand Emotion, Attitude and Loyalty
Recommendations
Search
Questions

스포츠 브랜드의 이벤트성 마라톤대회 이미지 일치성이 브랜드 감정, 태도 및 충성도에 미치는 영향

논문 기본 정보

Type
Academic journal
Author
Lee, Ji-Hae (경희대학교) Cho, Hye-Kyung (경희대학교) Lee, Jeoung-Hak (경희대학교)
Journal
The Korean Society Of Sports Science Korean Journal of Sports Science Vol.29 No.4 KCI Accredited Journals
Published
2020.8
Pages
635 - 644 (10page)
DOI
10.35159/kjss.2020.08.29.4.635

Usage

cover
📌
Topic
📖
Background
🔬
Method
🏆
Result
The Effect of Image Congruity of Sports Brand Corporate's Event Marathon on Brand Emotion, Attitude and Loyalty
Ask AI
Recommendations
Search
Questions

Abstract· Keywords

Report Errors
The purpose of this study was to identify the effect of image congruity of sports brand corporate"s event marathon on brand emotion, attitude and loyalty and aimed to propose strategic marketing methods to sports brand companies based on the result. The questionnaires were distributed to people who have participated in the event marathon. A total of 332 questionnaires were used as final validity sample and for data analysis, exploratory factor analysis, correlation analysis and regression analysis were used with SPSS 21.0. The results of this study are follows. 1) The image congruity of sports brand corporate"s event marathon had positive influence on brand emotion. 2) The image congruity of sports brand corporate"s event marathon had positive influence on brand attitude. 3) The image congruity of sports brand corporate"s event marathon had positive influence on brand loyalty. According to the result, sports brand companies can expect to generate profits through strategic marketing and sales taking into account the image consistency of the event and the characteristics of the participants.
#event marathon #image congruity #brand emotion #brand attitude #brand loyalty

Contents

Abstract
Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 결과
Ⅳ. 논의
Ⅴ. 결론 및 제언
참고문헌

References (35)

Add References
고호석 / 2009 / 스포츠이벤트 서비스품질과 참여만족도, 재참가의도, 구전의도간의 관계 - 제18회 경주벚꽃마라톤대회를 중심으로 - / 관광연구 24(5):175~195 google schola 권령민 / 2010 / 스포츠이벤트 참여자의 만족도 향상을 위한 서비스품질 개선의 우선순위 분석 - 2010 대구국제마라톤대회를 중심으로 - / 경영교육연구 (63):143~162 google schola 김경회 / 2009 / 마라톤 대회 참가자의 참여동기와 이벤트만족도와의 영향 관계 / 여가학연구 7(1):81~99 dbpia 김경회 / 2009 / 스포츠이벤트 참가자의 참여동기가 참여만족도에 미치는 영향 - 지역 마라톤대회를 중심으로 - / 외식경영연구 12(2):275~295 google schola 김경희 / 2010 / 축제 서비스품질이 축제 이미지와 지각된 가치, 행동의도에 미치는 영향 연구 google schola

Recommendations

It is an article recommended by DBpia according to the article similarity. Check out the related articles!

Related Authors

Frequently Viewed Together

The structural relationship between emotional response, brand-event image congruence, brand attitude and brand loyalty among sport brands’ marathon event participants
Lee ,  Ji-Hae ,  Chun Korean Journal of Sports Science 2019 .10
Structural Relationships among Brand-Self Image Congruence, Functional Congruity, Brand Trust, Attitude Toward Brand and Repurchase Intention on Tennis Racket Brand
Han ,  Dae-Kyu ,  Kim Journal of Sport for All 2022 .10
The Effects of Self-Image Congruity, Group Cohesiveness, and Emotional Solidarity on Memorable Tourism Experiences: Focused on Travel Involvement as a Moderating Variable
Kang ,  Myeong-Hee ,  Kim Journal of Tourism and Leisure Research 2022 .09
Understanding the Effect of Relationship Commitment on Customer Loyalty toward Airbnb: The Role of Social Interactions, trust about Airbnb, and Self-image Congruence
Byoungsoo Kim ,  Daekil Kim The Journal of Internet Electronic Commerce Resarch 2022 .02
A Study of Sport Brand-Self Image Congruity, Brand Identification, Brand Trust and Brand Loyalty of Chinese University Students
Zhu ,  Shiqi ,  Lee Journal of the Korean society for Wellness 2022 .02

Recently viewed articles

The Relationship Between Job Stress and Teaching Flow of Early Childhood Teachers : The Mediating Effect of Early Childhood Teachers" Resilience
Sung Hee, Kim, Hyo Jin 외 1명Association of Families and Better Life2016.08
 오늘날의 퀘벡 프랑스어와 그 미래
SUH Duck-YullAssociation D'Etudes De La Culture Francaise Et Des Arts En France2007.11
 A study on use and satisfaction of apartment residents about home network system
Kim, Eun-Bee, Jee 외 3명The Korean Housing Association2010.11

Comments(0)

0

Write first comments.