스포츠브랜드의 ESG경영 노출이 IMC활동, 위기커뮤니케이션 전략, 회복만족에 미치는 영향

This study aims to comprehensively identify the relationship between IMC activities, crisis communication strategies, and recovery satisfaction among consumers who have received ESG Management information from sports brands. Based on this, it was intended to understand ESG Management as a new marketing activity in the sports brand market and provide practical information to secure the competitiveness of domestic sports brands. The subjects of this study were set up as the population of sports brand consumers in the entire country and conducted an online survey from May 1, 2021 to June 30, 2021. After collecting 382 questionnaires, they were finally deleted and 350 questionnaires were analyzed. Frequency analysis, descriptive statistics, reliability analysis and correlation analysis were performed using SPSS WIN 24.0. Furthermore, structural equation modeling (SEM) was performed with LISREL 8.80. First, empirical analysis showed that IMC activities through exposure to ESG Management of sports brands significantly affect crisis communication strategies. Second, IMC activities through exposure to ESG Management by sports brands have a significant effect on recovery satisfaction. Third, sports brands' crisis communication strategies through exposure to ESG Management were shown to have a significant impact on recovery satisfaction, and recovery satisfaction also showed a significant impact on crisis communication strategies.