프로야구단의 사회공헌활동이 모(母)기업명성 및 브랜드태도에 미치는 영향 - SK 와이번스 야구단을 중심으로 -
The Influence of Professional Baseball Team’s Corporate Social Responsibility Activities on Corporate Reputation and Brand Attitude - Focus on SK Wyverns Professional Baseball Team -
전찬수(국민대학교); 강준상(덕성여자대학교)
50호, 157~166쪽
초록
The purpose of this study was to analyze the influence of professional baseball team‘s corporate social responsibility activities on corporate reputation and brand attuitde. To achieve this purpose, the subjects wer e selected by professional baseball spectator in SK Wyverns. Total 300 surveys were distributed and 282 samples were finally used after eliminating 18 in-complete samples. The data was analysed by using Windows for SPSS 12.0. The findings of this study were as follows. First of all, SK Wyverns’s corporate social responsibility activities significantly affected on corporate reputation. Second, SK Wyverns’s corporate social responsibility activ-i ties had significantly effect on brand attitude. Finally, corproate reputation had significantly effect on brand a-t titude.
Abstract
The purpose of this study was to analyze the influence of professional baseball team‘s corporate social responsibility activities on corporate reputation and brand attuitde. To achieve this purpose, the subjects wer e selected by professional baseball spectator in SK Wyverns. Total 300 surveys were distributed and 282 samples were finally used after eliminating 18 in-complete samples. The data was analysed by using Windows for SPSS 12.0. The findings of this study were as follows. First of all, SK Wyverns’s corporate social responsibility activities significantly affected on corporate reputation. Second, SK Wyverns’s corporate social responsibility activ-i ties had significantly effect on brand attitude. Finally, corproate reputation had significantly effect on brand a-t titude.
- 발행기관:
- 한국사회체육학회
- 분류:
- 체육