프로스포츠 종목별 팀 브랜드 연상요인 분석 = An Analysis of Professional Sports Team Brand Association

다국어 초록 (Multilingual Abstract)

In recent years, brand equity has received much attention in sport management. Especially brand association is very important role on the formative process of brand equity and effect on discrimination strategy. Thus, brand association is important research topic that has recently attracted the attention of sport management scholars. Consequently, the purpose of this study was to analyze the dimensions for the professional sports team association. In detail, this study was to investigate the validity of dimensions for professional sport team association in Korea based on Team Brand Association Scale(TBAS) developed by Ross, James & Vargas(2006), and its generalization was applied to professional sport in Korea. In order to achieve the purpose of this study, totalling 1013 spectators who attended professional baseball(275), soccer(251), basketball(272) and volleyball(215) were surveyed. Data were collected by using convenience sampling method. In data analysis, EFA(exploratory factor analysis), CFA(confirmatory factor analysis), convergent validity, discriminate validity and composite reliability were performed to confirm the validity and reliability of the scale through SPSS 12.0 and LISREL 8.50. The results were as follows: professional sport team association identified 20 items under 6 dimensions such as commitment, concession, organization attribute, social interaction, team success and team play.

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