스포츠 이벤트 참가에 따른 기업 이미지 분석_박사학위논문

국문 초록 (Abstract)

Ⅰ. 서론
1. 연구의 필요성 ····················································································1
2. 연구의 목적 ························································································4
3. 연구 모형 및 가설 ············································································5
1) 연구 모형 ··································································································5
2) 연구 가설 ··································································································5
4. 용어의 정의 ························································································7
5. 연구의 제한점 ····················································································8
Ⅱ. 이론적 배경
1. 스포츠 이벤트 ····················································································9
1) 스포츠 이벤트의 의의 및 분류 ···························································9
2) 레저 스포츠이벤트 ···············································································11
2. 스포츠 스폰서십 ··············································································13
1) 스포츠 스폰서십의 발달 및 개념 ·····················································13
2) 스포츠 스폰서십의 목적, 선택 기준 ················································17
3) 스포츠 스폰서십과 기업 이미지 ·······················································22
3. 기업 이미지 ······················································································23
1) 기업 이미지의 개념 및 특성 ···························································23
2) 기업 이미지의 관리 ·······································································25
3) 기업 이미지의 측정 ···········································································26
4. 기업이미지 제고를 위한 레저 스포츠이벤트 계획수립 ··········30
1) 기본 계획 수립 ·····················································································30
2) 촉진 계획 수립 ·····················································································32
3) 운영과 관리 계획 수립 ·······································································32
4) 행사 후 평가 ·························································································33
Ⅲ. 연구 방법
1. 연구 설계 ··························································································34
2. 연구 대상 ··························································································34
3. 측정 도구 ··························································································36
1) 설문지의 구성 ·······················································································37
2) 설문지의 타당도 ···················································································39
3) 설문지의 신뢰도 ···················································································40
4. 자료 수집 및 분석 ··········································································41
1) 자료 수집 ·······························································································41
2) 자료 분석 ·······························································································42
Ⅳ. 결과
1. 나이키에 대한 기업 이미지
(나이키 3대3 길거리 농구대회) ····························································44
1) 인구통계학적 특성에 따른 스포츠 이벤트 참가전․후의
기업 이미지(나이키) ············································································44
2) 스포츠 이벤트 만족도에 따른 참가전․후의
기업 이미지(나이키) ············································································68
3) 스포츠 이벤트 만족도가 기업 이미지에 미치는 영향
(나이키) ··································································································76
2. 스포츠 투데이에 대한 기업 이미지
(스포츠투데이 사회인 야구 대회) ····················································82
1) 인구통계학적 특성에 따른 스포츠 이벤트 참가전․후의
기업 이미지(스포츠투데이) ································································82
2) 스포츠 이벤트 만족도에 따른 참가전․후의
기업 이미지(스포츠투데이) ······························································105
3) 스포츠 이벤트 만족도가 기업 이미지에 미치는 영향
(스포츠투데이) ····················································································113
Ⅴ. 논의
1. 인구통계학적 특성에 따른 스포츠 이벤트 참가전․후의
기업 이미지 차이 ···········································································120
2. 스포츠 이벤트 만족도에 따른 스포츠 이벤트 참가전․후
기업 이미지 차이 ···········································································124
3. 스포츠 이벤트 참가자들의 스포츠 이벤트 만족도에 따라
기업 이미지에 미치는 영향 ·························································130
Ⅵ. 결론 및 제언
1. 결론 ··································································································135
1) 인구통계학적 특성에 따른 스포츠 이벤트 참가전․후
기업 이미지 차이 ···············································································136
2) 스포츠 이벤트 만족도에 따른 스포츠 이벤트 참가전․후
기업 이미지 차이 ···············································································137
3) 스포츠 이벤트 참가자들의 스포츠 이벤트 만족도에 따라
기업 이미지에 미치는 영향 ·····························································139
2. 제언 ··································································································141
참고문헌 ·····························································································143
부록(설문지) ······················································································150
ABSTRACT ······················································································165

국문 초록 (Abstract)

본 자료는 최종결과물(학술논문)의 원자료이다.

본 연구는 스포츠산업·경영학 총서 구축을 위해 스포츠산업·경영의 세부적인 하위 과제들이 유기적 관계를 맺으면서 발전할 수 있는 기반을 제공하였다. 본 자료는 학술논문 『대학주최 태권도대회의 이벤트 속성과 대학신뢰, 대학이미지, 재참가의도와의 관계』에서 활용한 설문의 토대가 된 자료이다.

국문 초록 (Abstract)

학위논문(박사)-- 한양대학교 대학원 : 體育學科 2002. 2