프로농구단 운영이 기업이미지와 제품구매에 미치는 영향 = Influence of a Professional Basketball Team Management on Corporate Images and Product Purchase

다국어 초록 (Multilingual Abstract)

The purpose of this study was to empirically reveal the relationship between corporate images formed through management of a professional basketball team and product purchase. This will provide fundamental data on correlation between management of a professional sport team and the advertisement effect, with which many companies can establish marketing strategies.
To achieve this goal, this study identified the target population as spectators of home games of three teams, Seoul Samsung, Seoul SK, and Wonju TG, for 2003-2004 pro-basketball regular seasons, and gathered subjects using convenience sampling, which was one of many nonprobability - sampling methods.
The questionnaire consisted of 1 item asking about the pro-basketball team the subject was supportive of; 10 items on the degree of interests in pro-basketball games; 7 items on images of pro-basketball teams; 5 items on attitudes towards the products of a corporate managing a pro-basketball team;, 14 items on images of a corporate managing a pro-basketball team; 3 items on consumers' intentions to purchase; and 3 items on demographic characteristics of subjects.
The statistical analysis methods employed in this study to analyze the gathered data included descriptive statistics, independent samples t-test, one-way ANOVA, and Pearson's correlation. To check the degree of reliability, Cronbach's value was calculated.
Through these procedures, the following conclusions were drawn.
First, with respect to gender, males showed higher scores in the degree of interests in pro-basketball games, images of pro-basketball teams, and attitudes towards products, while females were higher in images of a corporate managing a pro-basketball team and intention to purchase. In particular, the degree of interests in pro-basketball games and intention to purchase differed significantly.
Second, when it comes to age, those over 60 were highest in all the categories except for attitudes towards products. Those if their 40s were highest in attitudes towards products. The degree of interests in pro-basketball games and intention to purchase differed significantly.
Third, with regard to martial status, those married were higher in the degree of interests in pro-basketball games, images of pro-basketball teams, and intention to purchase. On the other hand, single persons showed higher scores in attitudes towards products and images of a corporate managing a pro-basketball team. The degree of interests in pro-basketball games and intention to purchase were significantly different.
Fourth, with respect to the degree of interests in pro-basketball games, the subjects with higher interests showed higher scores in all categories; images of pro-basketball teams, attitudes towards products, images of a corporate managing a pro-basketball team, and intention to purchase. All the categories other than intention to purchase showed a significant difference.
Fifth, analysis on the correlations between the degree of interests in pro-basketball games, images of pro-basketball teams, attitudes towards products, and images of a corporate managing a pro-basketball team, and intention to purchase illustrated that attitudes towards products were the most closely related to intention to purchase with the degree of interests in pro-basketball games the least related to at. All the categories showed a significant difference. In addition, correlation between attitudes towards products and images of a pro-basketball team and between images of a corporate managing a pro-basketball team and images of a pro-basketball team were fairly high.

목차 (Table of Contents)

• 목차 = ⅰ
• Ⅰ. 서론 = 1
• 1. 연구의 필요성 = 1
• 2. 연구의 목적 = 4
• 3. 연구 가설 = 5
• 4. 연구의 제한점 = 6
• Ⅱ. 이론적 배경 = 7
• 1. 프로스포츠 팀의 마케팅 = 7
• 2. 기업이미지와 기업홍보 = 14
• 3. 선행연구 = 24
• Ⅲ. 연구방법 = 26
• 1. 연구대상 = 26
• 2. 측정도구 = 27
• 3. 설문지의 신뢰도 = 28
• 4. 설문지의 타당도 = 28
• 5. 연구절차 = 30
• 6. 자료처리 = 30
• Ⅳ. 연구결과 = 31
• 1. 성별에 따른 분석 = 31
• 2. 연령에 따른 분석 = 32
• 3. 결혼에 따른 분석 = 34
• 4. 프로농구 관심 정도에 따른 분석 = 35
• 5. 구매의도와의 상관관계 = 36
• Ⅴ. 논의 = 38
• Ⅵ. 결론 및 제언 = 40
• 1. 결론 = 40
• 2. 제언 = 42
• 참고문헌 = 44
• ABSTRACT = 48
• 설문지 = 51