프로농구 구단의 사회적 책임활동 인식과 팀 브랜드 이미지의 관계 - 구단평판의 매개효과를 중심으로 -

The purpose of this study was to identify the Structural relationship among Professional Basketball spectators' recognition of corporate social responsibility(CSR), team reputation and team brand Image. In order to achieve this goal, 217 basketball spectators were selected by the convenience sampling method in 2008~2009 season. The instrument for data collection was a questionnaire that was previously inspected by experts and later found to have Cronbach's alpha values ranging from .827 to .913. The data were analyzed by using Window SPSS ver. 15.0 and AMOS 7.0 program and by conducting descriptive analyses, confirmation factor analysis to identify the fit degree of factors, structural equation model, and bootstrapping. The results are follows: First, recognition of professional basketball team's corporate social responsibility activities influence team reputation positively. Second, team reputation influences brand image positively. Third, team reputation totally mediated the relationship between recognition of team's corporate social responsibility activities and brand image. Therefore, as a result of this study, although the professional basketball team's CSR activities cannot affect on team brand image directly, it is acknowledged that team's CSR activities affect on team brand image positively through the team reputation's mediating variable.