인문,사회과학편 : 프로 스포츠구단 브랜드 인지에 대한 스포츠팬의 뇌 생리적 변화: fMRI 연구 = Neural Correlates of Sport Fans’ Brand Recognition on Professional Sports Team

다국어 초록 (Multilingual Abstract)

The purpose of this study was to investigate how affection on professional sports team influences the team brand recognition and the brain activation of fans. The subjects of this experiment consisted of 12 male fans of the Hanwha (H) Team in the Korean Baseball League. All the subjects were right-handed and their average age was 22.4 year. To examine the cerebral activation during the observation of the manufactured goods with the team mascot and logo, twelve home team fans of the Hanwha Eagles professional baseball team were instructed to observe with their attention six different images presented to them. The results of this study showed that, activation of medial frontal gyrus activated in self-referencing, superior frontal gyrus activated when choosing familiar brand products, parahippocampal gyrus activated when there is contextual association among objects, and superior temporal gyrus activated while experiencing pleasant stimuli. This suggests that sport fans with high affection perceive their favorite team`s brand image to be closely relevant to themselves and that the brand image of the favorite team is recognized as a strong positive stimulus to the fans with high loyalty and induce positive emotions such as good feeling and intimacy.

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