프로야구 타이틀 스폰서십 활동이 기업이미지 및 구매결정에 미치는 영향

초록

The objective of this study was to analyze the influence that the activity of pro-baseball title sponsorship has on the CI and purchase decision to provided basic materials on the effect for enterprise to participate in the pro-baseball title sponsorship. The following result was drawn on the basis of objective of study. Checking if the activity of pro-baseball title sponsorship was recognized or not due to demographic and statistical property (gender, age, schooling, occupation), it was recognized through relay broadcasting, new/newspaper article, portal Internet site, admission ticket, etc. The communication activity. title sponsor activity and image enhancing activity of enterprise was found to have significant influence on the specialized image. The communication activity of title sponsor activity and image enhancing activity of enterprise was found to have significant influence on trust image. The communication activity of title sponsor activity and image enhancing activity of enterprise was found to have significant influence on the image of social contribution. The communication activity of title sponsor activity and image enhancing activity of enterprise was found to have significant influence on the intent to purchase. The communication activity of title sponsor activity of enterprise was found to have significant influence on the trust of consumer.

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