스포츠 팀이 기업이미지 및 제품구매의도에 미치는 영향에 관한 연구 = (A) Study on the Influence of Sports Team on Corporate Image and Purchase Intention

다국어 초록 (Multilingual Abstract)

Today, the enterprise has realized enormous value of sports and had concern and invested in sports marketing such as supporting world big sports events like the World Cup and Olympic Games and operating domestic sports teams and participating in sports in order to improve corporate recognition, preference.
The purpose of this research is to closely examine of the corporate sports team activity can form and consolidate corporate image and the preference to sports team can have influence of the preference of the enterprise and consumer's purchase will of product.
This paper considered and adjusted the past researches to corporate image and sports marketing to grasp the theoretical development presented by this paper. It made conceptual research model and established three hypothese based on it. These hypotheses were tested using the data collected by a questionnaire survey.
The conduct this research, the paper sampled three pro-baseball team fans of Samsung, LG and Hyundai in Seoul, measured their preference of corporations and product purchase will. It collected 126 copy questionnaires of the total 150 copies, analyzed them using SPSSWIN statistical analysis programs and obtained the following result.
First, sports team activity positively works in forming and consolidating corporate image.
Second, the preference to sports team has an influence on the preference of the team.
Third, the preference to sports team has an influence on the product purchase will of consumer.
Through this study, the following conclusion can be drawn out.
First, the enterprise should make strategic use of sports marketing to improve corporate image to secure competitive superiority with.
Second, the enterprise operating sports marketing should enhance corporate image by selecting the kind of business fit for each pro-sports game and create an chance to recognize product advertising and expand product sales.
Third, the enterprise should boldly invest in training sports marketing specialists to develop specialized sports marketing activity.

목차 (Table of Contents)

• 목차
• 제1장 서론=1
• 제1절 연구의 배경과 목적=1
• 제2절 연구의 방법 및 절차=3
• 제2장 기업이미지에 관한 이론적 고찰=5
• 제1절 이미지에 관한 일반적 고찰=5
• 제2절 기업이미지에 대한 개관=12
• 제3장 스포츠 마케팅에 관한 이론적 접근=23
• 제1절 스포츠마케팅에 대한 개관=23
• 제2절 국내외 스포츠마케팅 사례연구=33
• 제4장 실증연구=44
• 제1절 연구모형 및 연구가설=44
• 제2절 자료의 수집과정=46
• 제3절 가설검증=50
• 제5장 결론=64
• 제1절연구결과 요약 및 결론=64
• 제2절 제언 및 한계점=67
• 참고문헌=68
• 조사에 이용된 설문지=71
• ABSTRACT=77