브랜드(스포츠 팀) 속성의 연상 강도가 팀 충성도에 미치는 영향에 관한 탐구 = The effect of the associative strength of brand(sport team) attributes on team loyalty

다국어 초록 (Multilingual Abstract)

The purpose of this study was to empirically explore the relative impact of the associative strength of brand(sport team) attributes on team loyalty. Since there have been inconsistent findings in sport brand research on the contents of brand attributes, a content analysis was conducted. With 13 brand attributes identified from the content analysis, a multiple regression was implemented to examine the relative impact of their associative strength on team loyalty. The study found that the associative strength of tradition/history, team members, brand mark, team play, fans, star player, and organizational attributes positively affected the team loyalty, while management and stadium negatively affected the team loyalty. This study provides the first empirical evidence of the effect of the associative strength of brand attributes on team loyalty. In order for marketers to maximize team loyalty, they need to develop specific strategies that enhance the associative strength of brand attributes.

목차 (Table of Contents)

• Abstract
• Ⅰ. 서론
• Ⅱ. 연구방법
• Ⅲ. 결과 및 논의
• Ⅳ. 결론
• 참고문헌

참고문헌 (Reference)

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