국내 프로 농구 리그의 타이틀 스폰서십 참여에 따른 이미지 전이 효과 분석 = Image-transfer effect of title sponsorship in professional basketball game

다국어 초록 (Multilingual Abstract)

This study’s purpose is to identify the effect of title sponsorship in domestic professional basketball league through image-transfer analysis. It is to clear up the phenomenon that sports event and sponsor brand character are transferred to each other in consumer consciousness structure.
To achieve such purpose, a survey of consumer consciousness research has been administered on 1,184 high school student, university students and workers. The exploratory factor analysis and reliability by the data from the above survey were verified, and thereupon confirmatory factor analysis was performed. Through this process the final scales have been completed, and the modified Structural Equation Model on group that has perceived the sponsorship brand was deducted. The Results are as follows;
First, an indirect transfer phenomenon from sports event association to sponsor brand aeration and corporate image through the sports event-sponsor brand congruence was found out. Second, a transfer phenomenon can be seen directly by the fact that bringing a positive reaction to sports event could raise the sponsor corporation’s business conduct factor as well as social contribution factor.
This shows that a title sponsorship participation in pro-basketball leaue related to the brand equity which is regarded highly in the purpose of recent corporation’s participation in sponsorship, is effective in improving a brand equity value.