프로축구 구단의 사회적 책임이 구단평판, 브랜드자산, 경쟁우위 및 경영성과에 미치는 영향

Purpose: This research is a marketing strategy for enhancing businessp erformance by proving a structured relationship of the football club’s social responsibility, club reputation, brand equity, competitive advantage and business performance. Method: The subjects of the research were spectators who were aged oevr 19 and watched the plays o f Kangwon FC’s home game at Chuncheon Songam Stadium on August 1,9 2018 & September 1, 2018. The data of three hundred and nine members were utilized in the fianl analysis. A structural equation modeling analysis was conducted utilizing AMOS 18.0. Results: The results were as follows. First, it revealed that among the social responsibility of the professional football club, economic responsibility, ethical responsibility ,and environmental responsibility had positive e-f fects on the club reputation, but charitable responsibility didn’t have an effect. Second, it said that the club reputation had a positive effect on brand equity. Third, it sdai that the brand equity had a positive effect o n competitive advantage. Fourth, brand equity was shown to have a positive influence on business performance. Fifth, competitive advantage was shown also to have a positive influence on business performance. Conclusion: By viewing all of these results, the pro-football club’s soacli responsibility is a method to solidify brand equity by establishing a positive club reputation. The club’s efforts to show social responsibility will make them more connected to spectators and the community.