올림픽 스폰서의 그린 브랜드 이미지가 그린 올림픽 이미지, 그린 신뢰, 브랜드 태도 및 구매의도에 미치는 영향

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.