국내 프로농구 구단 이미지가 모기업 브랜드 이미지 및 소비자 구매행동에 미치는 영향

Abstract

The purpose of this study was to examine the Effect of team image of korean professional basketball on brand image of parent company and consumer’s purchasing behavior. The 600 home spectators of pro-basketball game were chosen from 3 games of Samsung thunders, LG sakers and SK knights basketball club located in Seoul and Changwon. Among 700 questionnaires distributed and collected, 71 were excluded from the study because they were neither thoughtfully nor completely answered. For the purpose of this study, frequency analysis, exploratory factor analysis, correlation, regression analysis, multiple regression analysis were performed. The research results of this study indicate that First. team image 3 factors had a significant influence on brand image. Second, team image 3 factors had a significant influence on purchase decision making. Third, team image 3 factors had a significant influence on recommendation Intention. Fourth, brand image had a significant influence on purchase decision making. Finally, brand image had a significant influence on recommendation Intention.