ScholarWorks@숙명여자대학교

초록

The purpose of this study is to analyze the degree of the recognition brand attitude and loyalty of the pro-baseball spectator toward the team sponsor. For this research, the audience was divided into two groups: supporters and general audience, and self-evaluation recording method was used by 307 persons. Program analysis from SPSS and LISREL, frequency analysis, factor analysis, correlation analysis, and multiple regression analysis are used. The conclusions of this study by using these methods and analysis are as follows; first, the conclusion driven from the analysis of the general characteristic sponsor recognition, brand attitude and loyalty, they showed the meaningful differences of the sponsor-brand loyalty in sex; differences of recognition toward restaurant-business sponsor in age; differences of recognition toward the holding company sponsor, recognition toward the restaurant business sponsor, recognition toward the sports products sponsor, sponsor brand attitude, and sponsor brand loyalty in spectator. Second, the conclusion driven from the analysis of how the recognition toward the sponsor affects the brand attitude and loyalty they showed that the recognition toward the holding company affects the brand attitude in the case of the supporters; the recognition toward restaurant business affects the brand loyalty; the recognition toward the sponsor, products, holding company affect, the brand attitude and the recognition toward the sponsor, products affects the brand loyalty in the case of general spectator.

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