역방향 이미지 전이 관점으로 조망한 스폰서기업의 ESG, CSR, 이미지 및 스포츠팀 이미지 간의 구조적 관계

This study aimed to explore the structural relationships among sponsors’ ESG and CSR, sponsors’ image, and sport teams’ image based on reverse image transfer. To examine these relationships, three structural equation models were conducted with a total of 456 KBO fans. As a result, the study found that all aspects of sponsors’ ESG and CSR had positive effects on their image. The study also revealed that the effect of sponsors’ ESG on their image was relatively higher than that of their CSR. Finally, the study demonstrated reverse image transfers between sponsors and their sport teams across three contexts(ESG only, CSR only, and ESG vs. CSR). To maximize the image of sponsors and sport teams, sponsors need to develop specific strategies that promote ESG and CSR through collaboration with their sport teams.