The Impact of Korean Professional Volleyball Teams Brand Personality on City Brand

• 발행기관: 한국스포츠과학회
• 저자명: Jun Hyeok JUNG Myung Gyun KIM Youn Sang SONG Hwang Woon MOON
• 간행물 정보: 『The Journal of Sport and Applied Science』Vol.4 No.2, 31~43쪽, 전체 13쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2020.06.30

영문 초록

Purpose: The purpose of this study is to provide fundamental information for professional sports and economy activation of cities, to explore mutual cooperative constructive relationship, and to investigate the Impact of Korean professional volleyball teams brand personality on city brand equity. Research design, data, and methodology: The study collected 500 survey responses and analyzed 478 surveys except for 22 which did not complete all items. For analyzing data, frequency, reliability, exploratory factor analysis, t-test, One-Way ANOVA, correlation, Multiple Regression were computed. Results: First, in difference in brand personality and city brand equity, due to gender, age, region of fan, significant difference were shown statistically in team image by gender, in honesty, interest and obdurability of brand personality by age, and in local community contribution, development possibility and sports facility of team image. Also, all factors show significant difference in region of fan. Second, regarding the impact of brand personality on city brand equity, honesty and capacity were shown to affect every factor of city brand equity, interest affected city image, and obdurability affected city perception. Conclusion: Professional teams need to develop win-win relationship with local community and seek to build positve image towards community fans via distinctive strategies for positioning.

목차

1. 서론

2. 연구방법

3. 연구결과

4. 논의

5. 결론

References

키워드

Korean Professional Volleyball Brand personality Brand Equity Sport Club