프로스포츠팀 브랜드자산과 팀동일시 및 충성도의 구조적 관계: 프로축구와 프로야구를 중심으로 = The Structural Relationship among Professional Sports Teams Brand Equity, Team Identification and Team Loyalty: Focused on professional football and professional baseball

다국어 초록 (Multilingual Abstract)

The purpose of this study was to find the relationship of major factors that can be developed professional sports team’s brand equity and analyze the relationship between the factors of brand equity, team identification, and loyalty from sports customers to the professional football and baseball teams. 800 subjects were selected from two groups; professional football spectators at Busan, Daegu, Jeonbuk, Inchon, and Daejun (n=400) and professional baseball spectators at Busan, Daegu, Kwangju, Inchun, and Daejun (n=400). Convenience sampling method among was used for sampling. A total of 800 surveys were distributed and 737 surveys were actually used in this study. The following results were suggested. First, among the major factors of brand equity from professional football, experiential benefit, non-product related attribute, symbolic benefit, brand attitude factors were significant to team identification; and, the major factors of brand equity from professional baseball, experiential benefit, symbolic benefit, brand attitude, product related attribute factors were significant to team identification. Second, among the major factors of brand equity from professional football, experiential benefit, symbolic benefit, brand attitude factors significantly influenced team loyalty; and, among the major factors of brand equity from professional baseball, experiential benefit, symbolic benefit, product related attribute factors significantly influenced team loyalty. Last, team identification for both professional football and baseball significantly contributed to their team loyalty.