ScholarWorks@숙명여자대학교

초록

The purpose of this study is to provide proper resources for the outdoor basketball sponsoring company to invest by analysing the causer to improve the recognition of the company. The conclusions from LISREL of the analysis of covariance structure are as follows； First, Participation has meaningful causal relationship with the event attitude and the image of the company, but has no causal relationship with the brand attitude. Second, event attitude has meaningful causal relationship with the brand attitude and the company image. Third, brand attitude has meaningful causal relationship with the company image. Fourth, the company image has meaningful causal relationship with the of recognition the company.

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