인문,사회과학편 : 프로야구 타이틀 스폰서십 인지에 따른 브랜드 의식 분석 = A Study on the Brand Consciousness Based on the Awareness of Title Sponsorship in Professional Baseball

다국어 초록 (Multilingual Abstract)

The purpose of this study was to examine how consumers feel corporation's brand which participates in title sponsorship of professional sports and analyze the impact on purchasing intention of corporation's product to provide a fundamental data. For collecting samples, target was selected by over 20 year-old adults. Total 450 samples were handed out and 415 samples were analyzed. The data were analyzed by using factor analysis, descriptive statistics, cross tabs, independent t-test, and multiple regression through SPSS 12.0. The results were as follows; 213(51.3%) respondents recognized title sponsor of professional baseball, however 202(48.7%) respondents did not. TV news/ads were the highest in the awareness channel. Sex and educational background showed differences in title sponsorship of professional baseball's awareness according to demographic variables. In case respondents recognize title sponsorship of professional baseball, brand consciousness had an positively effect on purchasing intention.