프로스포츠 선수-소비자 자아이미지 일치성이 후원기업 브랜드 충성도에 미치는 영향 = The Effect of Pro Sports Athelte Image Congruence on Sponsor Brand Loyalty and Moderating Effect of Consumer Localism, Involvement, Fit

국문 초록 (Abstract)

뉴미디어 시대에서 스포츠에 대한 욕구와 소비행동이 변화함에 따라 스포츠를 통한 자아표현은 마케팅 활동에서 중요한 요소가 되었다. 이러한 맥락에서 본 연구는 사회심리학적 이론에 기초한 자아표현 및 애착, 후원기업 충성도 연구에 초점을 맞추었다. 또한 자민족 중심주의 이론을 확장한 지역중심주의 성향과 스포츠에 대한 관여도가 자아이미지 일치성과 정서적 애착간의 관계에 미치는 조절효과를 분석하였다. 추가적으로 선수에 대한 정서적 애착과 후원기업 충성도간의 관계에서 선수-후원기업 적합성의 조절효과를 탐색하였다. 실증분석 결과 자아이미지 일치성은 정서적 애착에, 정서적 애착은 후원기업 충성도에 긍정적인 영향을 미치는 것으로 나타났다. 조절효과 중 지역중심주의와 스포츠 관여도는 선수-현실적 자아이미지 일치성과 정서적 애착간의 경로에서 통계적으로 유의하지 않았지만, 선수-이상적 자아이미지 일치성과 정서적 애착간의 경로에서는 유의하게 나타났다. 선수-후원기업 적합성의 조절효과는 적합성이 높은 집단에서 스타선수에 대한 정서적 애착이 후원기업 충성도에 미치는 영향에서 유의하게 나타났다.

다국어 초록 (Multilingual Abstract)

According to changing sports needs and consumption behavior in the era of New Media, the increasingly important role played by self-expression through sports in marketing activity. In this context, this study focused on image congruence, attachment, sponsor brand loyalty based on theories of social psychology. Also this paper explored the moderating effect of consumer localism and involvement between self-congruity and emotional attachment. Further more, our research explored the moderating effect of athelte-sponsor brand fit between emotional attachment and sponsor brand loyalty. Analysis results revealed that, first, self-congruity had positive impacts on emotional attachment. Second, emotional attachment had positive impacts on sponsor brand loyalty. Third, this study partially supported moderating effect regarding consumer localism and involvement between self-congruity and emotional attachment. Fourth, this study supported moderating effect regarding athelte-sponsor brand fit between emotional attachment and sponsor brand loyalty in the group of high athelte-sponsor brand fit.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 이론적 배경 및 가설 설정
• Ⅲ. 연구방법
• Ⅳ. 연구결과
• Ⅴ. 시사점과 향후 연구
• 참고문헌
• Abstract

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