프로야구 구단의 운영이 기업이미지에 미치는 영향에 관한 연구 = (A) study on the affects of managing the professional baseball team on the corporate image

다국어 초록 (Multilingual Abstract)

A. Background of Study
Corporate Image is not formed from a single attitude of the public but from many, and they are closely related to the company's and the public's mental states. And the formed Corporate Image is important and have influence on consumer's purchasing behavior. Recently, Studies on Corporate Image have became active and most studies concentrate on their attention at Corporate advertisement and CI.
In Korea, many company group run professional baseball team for the company image, the company benefit, demoralizing employee's spirit and so on.
So this study turned away its eyes from those trends. It focused on the relationship between marketing and Corporate Image.
And Professional baseball is most active and vigorous in domestic sports marketing field.
So, I was intended to research the affects on managing the Professional baseball team on the Corporate Image.
B. Purpose of Study
With that background, I wanted to know that affects according to consumer's preference to the baseball and involvement to sports. To know those relations, I set up managing the professional baseball team independent variable and Corporate Image dependent variable. Then preference to baseball and involvement to sports was set up by adjustor.
Research model was set up for this article such as follow.
◁그림 삽입▷(원문을 참조하세요)
C. Methodology
To make up survey paper for Corporate Image, I brought to borrow Winter's Corporate Image factors. Also to make up survey paper for sports involvement, I did to borrow Zaichowsky's P II, Snyder and Spreizer's concepts.
According to the purpose of this study, hypotheses established such as table 《4-1》 , page 49~49.
For this study, Surveys were distributed to and collected from 125 people in Seoul and Kyong-gi from October to November.
Also before verifying hypotheses, I measured reliability and correlation coefficient to know measuring property. According to the results, the value was approved appropriate for the verifying hypotheses. Also factor analysis is omitted because the survey item is the approved tools by Winters, Zaichowsky, Snyder, Spreizer and many scholar.
The results of testing reliability and correlation coefficient is like those table 《5-1》 , 《5-2》 .
After passing through these courses, One Sample T-test and Independent T-test was used for verifying hypotheses.
The results were such as table 《5-6》 , 《5-7》 , 《5-8》 .
D. Conclusions
According to verifying the hypotheses, to run professional baseball team by a company only has influence on the company's contributional image. but it doesn't have influence on the company's company behavioral image and the company's social image.
Also the influence of the company image by running professional baseball team by a company is not affected by preference to baseball.
By the way, the influence of the company image by running professional baseball team by a company is affected by involvement to sports in all three Corporate Image component.

목차 (Table of Contents)

• 목차 = ⅰ
• 제Ⅰ장. 서론 = 1
• 제1절. 문제 제기 및 연구목적 = 1
• 1. 문제제기 = 1
• 2. 연구목적 = 3
• 제2절. 연구의 방법 및 절차 = 3
• 제Ⅱ장. 기업이미지와 스포츠 관여도에 대한 이론적 고찰 = 4
• 제1절. 기업이미지에 대한 이론적 고찰 = 4
• 1. 이미지의 개념 및 정의 = 4
• 2. 기업이미지의 개념 및 특성 = 6
• 3. 기업이미지의 역할 = 8
• 4. 기업이미지에 관련된 기존 연구들 = 9
• 제2절. 스포츠 관여도에 대한 이론적 고찰 = 17
• 1. 관여의 개념 및 정의 = 17
• 2. 관여의 유형 및 결정 변수 = 21
• 3. 스포츠 관여도 = 24
• 제Ⅲ장. 스포츠 마케팅의 개념 및 국내 프로야구 산업의 환경분석 = 26
• 제1절. 스포츠 마케팅 = 26
• 1. 스포츠 마케팅의 정의와 의의 = 26
• 2. 스포츠 마케팅의 분류 = 27
• 3. 스포츠 마케팅의 발전 과정과 현황 = 29
• 제2절. 국내 프로야구 산업에 대한 환경분석 = 43
• 1. 경제, 사회적 · 문화적 환경분석 = 43
• 2. 경쟁분석 = 45
• 제Ⅳ장. 연구의 설계와 방법 = 48
• 제1절. 연구 모형과 가설의 검증 = 48
• 1. 연구 모형의 설정 = 48
• 2. 가설의 설정 = 49
• 제2절. 표본의 설정 및 자료수집 = 51
• 1. 설문지 배부와 설문지 회수 현황 = 51
• 2. 표본자료의 특성 및 실태 = 51
• 제3절. 측정도구 및 통계적 분석방법 = 53
• 1. 측정도구의 구성 = 53
• 2. 통계적 분석 방법 = 55
• 제Ⅴ장. 실증 분석 및 가설검증 = 56
• 제1절. 측정도구의 신뢰성 및 상관관계 분석 = 56
• 1. 신뢰성 분석 = 56
• 2. 상관관계 분석 = 58
• 제2절. 가설의 검증 = 60
• 1. 가설 1의 검증 = 60
• 2. 가설 2의 검증 = 61
• 3. 가설 3의 검증 = 63
• 제Ⅵ장. 결론 = 67
• 제1절. 요약 및 결론 = 67
• 1. 연구에 대한 요약 = 67
• 2. 연구의 시사점 = 69
• 3. 연구의 한계점 = 69
• 4. 앞으로의 연구방향 = 70
• 〈 설문지 〉 = 71
• 《참고문헌》 = 78
• ABSTRACT = 82