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Relationship between social responsibility activities perceived by professional baseball fans, club reputation, club identification and mother-company image

프로야구단 팬이 지각하는 사회적 책임활동과 구단평판, 구단동일시 및 모기업이미지의 관계

  • Received : 2017.12.13
  • Accepted : 2018.02.20
  • Published : 2018.02.28

Abstract

The purpose of this study was to empirically examine how the perception of CSR of domestic professional baseball clubs was related to the reputation of clubs, identification of clubs, and parent company image. For the research, a survey was conducted by 277 fans of LG Twins, Doosan Bears, SK Wyverns, and KT Wiz in the metropolitan area. First, the reputation of the club had a positive impact on club reputation. Second, CSR of professional baseball clubs had a positive impact on club identification. Third, the reputation of the club had a positive impact on the image of the professional baseball team. Fourth, the identification of clubs had a positive effect on the image of the professional baseball team's mother-company.

Keywords

professional baseball club;corporate social responsibility(CSR);club reputation;club identification;mother-company image

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