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논문 기본 정보

자료유형
학술저널
저자정보
Tian Zhibo (광서사범대학) 김용만 (단국대학교)
저널정보
한국사회체육학회 한국사회체육학회지 한국사회체육학회지 제94호
발행연도
2023.10
수록면
91 - 105 (15page)
DOI
10.51979/KSSLS.2023.10.94.91

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초록· 키워드

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Purpose: The purpose of this study is to examine the relationships among sponsorship persuasion intentions, identification, brand equity, sponsor commitment, and sponsor loyalty in the official sponsor of the Chinese University Basketball Association.
Method: We conducted a survey to evaluate the purpose of the research. The respondents were spectators selected from the four home games of the Chinese University Basketball Association. The survey was conducted using the Wenjuanxing online survey platform in China. This study utilized a self-administered method in which respondents read and answered the questionnaires. Among the samples, 384 effective samples were finally selected for analysis after excluding surevy results with a low confidence level. The data were recorded and analyzed using PASW 23.0 for frequency and descriptive analyses, and AMOS 23.0 for confirmatory factor analysis and structural equation model testing.
Results: Findings in the present study are as follows: First, it was found that sponsor familiarity, sponsor congruity, and sponsor effort had a positive effect on sposnor identification, but sponsor integrity did not have an impact. Second, it was found that sponsor identification had a positive effect on brand awareness and brand image. Third, it was found that brand equity had a positive effect on sponsor commitment. Fourth, sponsor commitment was shown to have a positive influence on sponsor loyalty.
Conclusion: This study found that sponsorship persuasion intention, sponsor identification, brand equity, and sponsor commitment are important factors in sponsor loyalty. Therefore, we need to improve our rapport with sponsors by enhancing awareness of the relationship between the sponsor and the sports event. Only then will the spectators develop unwavering loyalty to the sponsor.

목차

Ⅰ. 서론
Ⅱ. 연구가설
Ⅲ. 연구 방법
Ⅳ. 연구 결과
Ⅴ. 논의
Ⅵ. 결론 및 제언
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ABSTRACT

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