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 Effects of Sport Brand Corporate Public Relationship on Identification and Consumers' Behavior Intention
Recommendations
Search
Questions

스포츠 브랜드 기업의 공중관계성이 동일시와 고객행동의도에 미치는 영향

논문 기본 정보

Type
Academic journal
Author
Bong Gyung Kim (남서울대학교)
Journal
Korean Association of Physical Education and Sport for Girls and Women Journal of Korean Association of Physical Education and Sport for Girls and Women Vol.34 No.3 KCI Accredited Journals
Published
2020.9
Pages
35 - 48 (14page)
DOI
10.16915/jkapesgw.2020.9.34.3.35

Usage

cover
📌
Topic
📖
Background
🔬
Method
🏆
Result
The Effects of Sport Brand Corporate Public Relationship on Identification and Consumers' Behavior Intention
Ask AI
Recommendations
Search
Questions

Abstract· Keywords

Report Errors
The purpose of this study was to identify how the social contribution, intimacy and credibility of the public relationship of sports brand corporate effect the identification and customer’ behavior intention. Using the convenience sampling method, 300 questionnaires were distributed between March and May 2019 to customers who purchased sports products from nike and adidas. After excluding responses with excessive amount of missing data, 234 questionnaires were included in this study for the final data analysis. Several statistical analyses including a descriptive analysis, a confirmatory factor analysis, Pearson"s correlation analysis, and a structural equation modeling analysis were conducted to achieve the research purpose. The followings are the results of the current study. First, social contribution and intimacy of the public relationship factors has been shown to have a positive effect on identification. Second, credibility of the public relationship factors does not have a significant effect on identification. Third, social contribution and intimacy of the public relationship factors has been shown to have a positive effect on customer’ behavior intention. Fourth, credibility among public relationship factors has been shown to have a negative effect on customer’ behavior intention. Fifth, identification has been shown to have a positive effect on customer’ behavior intention. This study provides the basis for various follow studies related to public relationship, and further, suggest implications related to customer-oriented public relationship activities to sports brand corporate.
#공중관계성(사회적기여성, 친숙성, 신뢰성) #동일시 #고객행동의도 #Public relationship(Social contribution, Intimacy, Credibility) #Identification #Consumer' behavior intention

Contents

국문초록
Ⅰ. 서론
Ⅱ. 연구 방법
Ⅲ. 결과 및 논의
Ⅳ. 결론 및 제언
참고문헌
ABSTRACT

References (40)

Add References
김계수 / 2013 / 구조방정식 모형분석 / 한나래출판사 google schola 김용만 / 2006 / 프로야구 구단의 신뢰성, 친숙도 및 매력성이 라이센싱제품 충성도에 미치는 영향: 동일시를 중심으로 / 한국체육학회지 45(1):527~538 google schola 김화동 / 2008 / 공중 관계성의 형성요인이 고객행동의도에 미치는 영향 - 제품의 기술집약도에 따른 분석을 중심으로 - / 한국심리학회지: 소비자·광고 9(1):105~125 Crossref 문달주 / 2005 / 기업 브랜드의 메세나 활동에 대한 소비자 태도 연구 : 동일시 이론의 적용 / 광고학연구 16(3):83~117 dbpia 배봉원 / 2019 / 호텔 기업의 관계마케팅이 브랜드자산 및 고객행동의도에 미치는 영향 / 관광연구 34(1):81~102 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 Influence of Corporate Image on the Consumer Identification, Brand Familiarity, and New Product Evaluation
Hu ,  Won-moo ,  Woo Advertising Research 2007 .09
청일·러일전쟁의 전후처리와 한국문제
조명철 The Korea-Japan Historical Review 2010 .08
The Status of Sport-for-all Activity of the Elderly Females by Age-groups and the Plans for Participation Promotion
Yang-Rea Kim Journal of Korean Association of Physical Education and Sport for Girls and Women 2020 .06
The Effect of Sport Fans' Trust and Commitment to A Professional Sport Team on Corporate Sponsorship Evaluation
Hong Jin-Bae Korean Journal of Sport Management 2008 .03
The Influence of Brand identification on Sport Brand Loyalty of Badminton Goods
Pa ,  k Jae-Whan Korean Journal of Sport Management 2009 .09

Recently viewed articles

Exposure to Particulate Matter in Indoor Environments
Ju-Hyeong ParkKorean Society for Atmospheric Environment2019.11

Comments(0)

0

Write first comments.

UCI(KEPA) : I410-ECN-0101-2020-692-001285150