프로스포츠 스폰서기업 브랜드연상 척도개발

초록

The objective of this study was to develop/validate the pro-sports sponsor company brand association scale based on the theoretical basis of brand association. After composing 52 preliminary questions with four factors based on the main theories and preceding researches, the pilot test was conducted targeting 187 home spectators of pro-baseball and pro-soccer. Based on the results of the pilot test, the questions were recomposed by complementing many problems, and the main research questionnaire with the final four factors and 23 questions was composed. After that, the main research was conducted targeting total 421 home spectators of pro-baseball and pro-soccer, and the SPSS 23.0 version and AMOS 23.0 program were used for the collected data. First, conducting the question analysis, two questions with excessive frequency in the question response ratio were deleted. In the results of conducting the exploratory factor analysis with the final 21 questions, the factor loading of two questions was shown as cross loading that could accord with two factors. After deleting them, it was reanalyzed and then classified into four factors and 19 questions. Also, for the verification of reliability of each factor, the Cronbach′⍺ coefficient was calculated. By deleting one more question that would increase the reliability coefficient in case when deleted, it was reduced to total 18 questions. After that, the goodness-of-fit of factors and questions was verified through the confirmatory factor analysis. In order to improve the goodness-of-fit of the model, the questions with low factor loading and modification indexes were verified to delete them one by one in order. In the results of modification, total three questions were deleted. Lastly, the correlation analysis was conducted to verify the degree of validity of each factor, and the validity of research unit to draw the measuring model for each factor was secured. Through this process, total four factors and 15 questions were selected, which would be used as the basic data for increasing the utilization for the evaluation of corporate brand association.

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