프로 스포츠팀 브랜드연상의 구성요인이 브랜드태도와 구매의도에 미치는 영향

초록

The purpose of this study was to verify how the components of brand association of professional sports teams impact on brand attitude and purchase intention. This study showed the following three results. First, exploratory factor analysis was made to extract components of brand association of professional sports teams. As the result of the analysis, the components turned out to be such factors as benefit, team play characteristics, corporate sponsor, team members, and fan-identification. Second, hierarchical regression analysis was verified the impacting components of professional sports teams brand association on brand attitude. Third, hierarchical regressive analysis was verified the impacting components of brand association on purchase intention. Purchase intention was divided into sponsor purchase intention and team purchase intention. In conclusion, this study suggested total components and components by professional sports fields of brand association of representative sports teams in the nationwide professional team sports leagues. It also suggested that total components and components by professional sports fields of brand association are different in accordance with how professional sports teams brand association affect brand attitude and purchase intention. For this reason, this study provided grounds that could help managements to manage and sponsor their professional sports teams more effectively.

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