프로스포츠 스폰서기업 브랜드연상 구성개념 탐색

초록

The objective of this study is to explore the composition concpet of brand association of pro sports spo-n sor companies. For this, selecting the home spectators of top two teams (FC Seoul, Jeonbuk Hyundai, Doosan Bears, LG Twins) with the largest spectators of pro soccer and pro baseball as of 2016, the open questionnaire on the brand association of uniform brand was used for data cloelction. The results were drawn by using th e inductive contents analysis. From the results of analysis, then umber of source data was total 303, which wa s classified into 20 detailed areas and four general areas. Out of the final four factors, the goods were 117 (38.7%) with the highest frequency, which was followed by image as 114( 37.6%), team as 37 (12.2%), and service as 35 (11.6%) in order. For the brand association of pro sports sponsor companies, total four factors such as goods, image, team, and service were explored. Through the quiatal tive research method, the significant data for exploring the new concept of brand association was secured.

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