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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.
#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)

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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

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