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- 저자 : 이병수(Leee, Byung-Soo) (검색결과 1 건)
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스포츠 이벤트 스폰서십의 광고, 제품, 브랜드 태도요인의 차이분석과 구매의도에 미치는 영향
김영인(Kim, Young-In),이병수(Leee, Byung-Soo) 한국체육과학회 2012 한국체육과학회지 Vol.21 No.2
The purpose of this research, the sports sponsorship ad advertising attitude, product attitude, brand attitude for the difference in the impact on corporate image verification, and Sports sponsored ads on the type of attitude and the product of the corporate image expropriation impact on future products, I also would like to purchase, and got the following conclusions. First, men and women according to gender, men and women in the ad attitude were significant differences. Second, in the sports sponsorship sector"s corporate brand image in the age, ad attitude, product attitude, corporate brand image, the difference was in all the parts. Third, the academic results of the ad attitude more than a high school group, groups, college graduates and graduate school was larger than the group, In addition, results of corporate brand image, groups, college graduates from high school was larger than the group. Fourth, the attitude of the ad for a job in the professional management, sales service groups, blue collar work groups, self-employed, students, housewives significant difference between groups was verified. In addition, each group of products that attitude in the black, the difference was statistically significant. Professional management groups and business groups, especially blue collar, self-employed group"s corporate brand image factors was higher than the sales service group"s. In other words, according to jobs, corporate brand image attitude and corporate brand image were significantly different.
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