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      프로야구 팀 브랜드 연상이 팀 충성도에 미치는 영향 = The impact of professional baseball team brand association on team loyalty： Moderating role of team identification

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      https://www.riss.kr/link?id=A99691920

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      The purpose of this study was to examine the moderating role of team identification in the relation between professional baseball team brand association and team loyalty. A total of 300 spectators attending a game held during the 2012 playoff of the KBO were selected using a convenient sampling method. 269 usable questionnaires were returned to the researchers. Data analyses were conducted for frequency analysis, exploratory factor analysis, reliability test, correlation analysis, and multiple regression analyses with PASW 18.0. The results of this study indicated that (1) all three sub-dimensions(attributes, benefits, and attitudes) of team brand association positively affected team loyalty, (2) team identification played a moderating role in the relation between attributes and team loyalty, and (3) team identification had a moderating effect on the relationship between attitudes and team loyalty. Additional discussion and practical implication were also suggested.
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      The purpose of this study was to examine the moderating role of team identification in the relation between professional baseball team brand association and team loyalty. A total of 300 spectators attending a game held during the 2012 playoff of the K...

      The purpose of this study was to examine the moderating role of team identification in the relation between professional baseball team brand association and team loyalty. A total of 300 spectators attending a game held during the 2012 playoff of the KBO were selected using a convenient sampling method. 269 usable questionnaires were returned to the researchers. Data analyses were conducted for frequency analysis, exploratory factor analysis, reliability test, correlation analysis, and multiple regression analyses with PASW 18.0. The results of this study indicated that (1) all three sub-dimensions(attributes, benefits, and attitudes) of team brand association positively affected team loyalty, (2) team identification played a moderating role in the relation between attributes and team loyalty, and (3) team identification had a moderating effect on the relationship between attitudes and team loyalty. Additional discussion and practical implication were also suggested.

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      목차 (Table of Contents)

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