프로구단의 마케팅 활동이 브랜드 인지, 브랜드 이미지, 관람자의 충성도에 미치는 영향

Abstract

The purpose of this study is to provide basic data in enhancing the brand of professional teams effectively by analyzing the impact relation with the marketing activities of professional teams on brand awareness and brand images of professional teams. In addition, it is to establish basic plans to maximize management efficiency of professional teams by analyzing the impact relation with the market activities of professional teams and the loyalty of the audience. For this study, population was selected using convenient sampling method around the audience who watches a professional baseball teams's home game that Pusan was hometown from October, 2011-April, 2012. The research tool used in th stud was questionnaires, the questionnaires were completed with self-administration method by the researcher and 3 assistant trained about the purpose and intent of this stud through an interview with 1:1. The survey used in this study was conducted twice, in the first survey, the questionnaires distribution and collection were carried out from April to May, 2011, it was to use the 266 final samples by conducting the second survey around the questions that obtained reliability and validity. SPSS Ver 14.0 statistical analysis program was used as data analysis for hypothesis testing. The results of the study are as follows: First, with regards to the relation between the marketing activities and brand awareness in professional teams, promotion and places on the level of p<.001 and products on the level of p<.01 showed to have a positive(+) influence on brand awareness, the price on the level of p<.05 showed to have a negative(-) influence on brand awareness. Second, with regards to the relation between the marketing activities and brand images in professional teams, promotion on the level of p<.001, places on the level of p<.05 showed to have a positive(+) influence on brand images. Third, products of sub factors in marketing activities on the level of p,.001 showed to have a positive (+) influence. Fourth, with regard to the impact relation of brand awareness and brand images on the loyalty, brand awareness on the level of p<.001, brand images on the level of p<.001 showed to have a positive(+) influence on the loyalty.