구장 명칭권 스폰서 브랜드 개성과 도시 브랜드 개성의 일치효과 : 프로축 구 K리그 시‧도민 구단을 중심으로

초록

This study treats ‘Stadium Naming Rights’, which has been actively discussed in Korea professional sports these days. Despite the importance of the role of local-governments as stadiums owner in introduction of ‘stadium naming rights’ trading, most of the prior studies looked at it in perspective of sponsor or professional sports club. Therefore, this study try to draw a appropriate criteria in the process of selecting a sponsor by looking at the ‘stadium naming rights’ from the perspective of the local-government. In addition, we adapt concept of ‘congruence effect’ to establish the criteria. Specifically, this study is constructed to determine the relationship between ‘sponsor brand - city brand congruency’ and ‘intention to visit the city’, and the mediation effect of city brand attitude. As a result, it is evident that the congruency between sponsor brand and city brand effects on intention to visit the city. Furthermore, there were mediation effect of city brand attitude. These mean the concept of ‘congruency’ can be a appropriate criteria for local-government when they select the sponsor, and it will makes positive effect on not only city brand attitude but also people’s intention to visit the city.

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