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스포츠이벤트 참여자의 태도 및 관여도와 기업이미지의 인과관계The Causal Relationship of the Attitude, Involvement and Corporate Image of the Sports Event Participants
- Other Titles
- The Causal Relationship of the Attitude, Involvement and Corporate Image of the Sports Event Participants
- Authors
- 유현순
- Issue Date
- Nov-2005
- Publisher
- 한국체육학회
- Keywords
- attitude; involvement; corporate image
- Citation
- 한국체육학회지, v.44, no.6, pp 777 - 788
- Pages
- 12
- Journal Title
- 한국체육학회지
- Volume
- 44
- Number
- 6
- Start Page
- 777
- End Page
- 788
- ISSN
- 1738-964X
2508-7029
- Abstract
- The purpose of this research was to rebuild the image of the company by providing resources to establish the sport event sponsorship strategy. Having people to participate in the sponsored marathon tournament, the company gets a chance to have a close look at the attitude and involvement of the participants and their relationship to the corporate image. The results to establish the purpose of this research through the structure equation model are:First, the corporate image has a significant causal relationship to the participants' attitude and involvement.Second, the corporate image is directly effected by the involvement(0.43), indirectly effected by the involvement(0.08); directly effected by the attitude(0.50) of participants; the participants' attitude is directly effected by the involvement(0.17).
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Collections - 이과대학 > 체육교육과 > 1. Journal Articles
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