ScholarWorks@숙명여자대학교

초록

This research has purposed to clarify investigation of relationship which are CSR(Corporate Social Responsibility) activity, their image, reputation and trust of pro-sports of audience. To achieve this purpose, 759 people who are the pro-sports of audience are selected and surveyed by using convenience sampling. Analyze this research is using by SPSS(window ver. 18.0), LISREL(ver. 8. 52), take analyses for analysis of frequency, Correlation Analysis, structural equation model. The result has come out by 3 conditions, First of all, CRS(Corporate Social Responsibility) activity is directly effecting on to the club’s image but also its own reputation, moreover, it is effecting on to the club’s truth in a roundabout way. Second of all, club’s image is effecting on to the club’s truth directly. Lastly, the club’s image is effecting on to its own reputation directly.

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