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Subject

The Effects of Sport Brand Corporate Public Relationship on Identification and Consumers' Behavior Intention
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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

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The Effects of Sport Brand Corporate Public Relationship on Identification and Consumers' Behavior Intention
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Abstract· Keywords

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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.

Contents

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

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