Detailed Information

Cited 0 time in webofscience Cited 0 time in scopus
Metadata Downloads

올림픽 스폰서의 그린 브랜드 이미지가 그린 올림픽 이미지, 그린 신뢰, 브랜드 태도 및 구매의도에 미치는 영향The impact of the Olympic sponsor's green brand image towards green Olympic image, green trust, brand attitude and purchase intention

Other Titles
The impact of the Olympic sponsor's green brand image towards green Olympic image, green trust, brand attitude and purchase intention
Authors
이현정
Issue Date
Jun-2020
Publisher
한국체육과학회
Keywords
green brand image; green Olympic image; green trust; brand attitude; purchase intention; green marketing
Citation
한국체육과학회지, v.29, no.3, pp 381 - 391
Pages
11
Journal Title
한국체육과학회지
Volume
29
Number
3
Start Page
381
End Page
391
URI
https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/1402
DOI
10.35159/kjss.2020.06.29.3.381
ISSN
1226-0258
Abstract
The purpose of this study was to examine the relationship of how the green brand image of the Olympic sponsors affects the green Olympic image, green trust, brand attitude, and purchase intention. 400 college students participated. All data were analyzed using SPSS (ver. 14.0) and LISREL (8.5.2) programs. The results of this study were as follows. First, the green brand image of the Olympic sponsors has a positive effect on the green Olympic image. Second, the green brand image of the Olympic sponsors has a positive effect on green trust. Third, the green Olympic image has a positive effect on green trust. Fourth, green trust has a positive effect on brand attitude. Fifth, brand attitude has a positive effect on purchase intention. The results of this study suggested that Olympic games through green marketing strategies can enhance brand value and increase sport consumer’s awareness of sport event sponsorship.
Files in This Item
Go to Link
Appears in
Collections
이과대학 > 체육교육과 > 1. Journal Articles

qrcode

Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.

Altmetrics

Total Views & Downloads

BROWSE