ScholarWorks@숙명여자대학교

초록

This study is based on the survey of the 684 participants of the 2003 Adidas 3 to 3 outdoor basketball tournament. The purpose of this study is to understand how those participants` attitude toward event, involvement and the attitude toward brand affect on the image of the company. The conclusions from this study are as follows : First, the attitude toward brand has considerable dependence of effect on cause with the attitude toward event(0.49) and the involvement(0.16) by taking them as intermediate variables. Second, the image of company take direct effect from the attitude toward brand(0,25), take indirect effect from the attitude toward event(0,12) and take direct(0.44)·indirect(0.04) effect from the involvement. From these results we can notice that there is close relationship among the attitude toward event, involvement, the attitude toward brand and the image of the company. Companies need to try to develop the strategy of image between their own companies` identity(CI) and brand identity(BI) and also need to heighten the cooperation between the characteristics of the sports events when the companies choose the event for the sponsorship.

키워드