디지털융복합연구 (Journal of Digital Convergence)

  • 제15권5호
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  • Pages.431-442
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  • 2017
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  • 2713-6434(pISSN)
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  • 2713-6442(eISSN)
한국디지털정책학회 (The Society of Digital Policy and Management)
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동호인테니스대회 스폰서십에 따른 브랜드지식과 재구매의도의 관계

Relationship among Sponsorship, Brand Knowledge and Repurchase Intention of Amateur Tennis Tournament

  • 투고 : 2017.03.05
  • 심사 : 2017.05.20
  • 발행 : 2017.05.28
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초록

이 연구는 동호인 테니스대회에 스폰서로 참여하는 기업의 스폰서십 활동이 브랜드지식, 재구매의도에 미치는 영향을 규명하는데 그 목적이 있다. 2013년 4월 11일부터 14일까지 4일간 동호인 테니스대회가 열리는 두 곳을 선정하여 대회에 참가하는 테니스동호인을 대상으로 총 300부의 설문지를 배포한 후 회수하였고, 불성실하게 응답한 설문지를 제외한 총 262명의 유효 표본으로 사용하였다. 그 결과 동호인테니스대회의 스폰서십의 하위요인인 이벤트기여, 이벤트제고는 브랜드인지에 유의한 영향을 미치는 것으로 나타났다. 둘째, 동호인 테니스대회의 스폰서십의 하위요인인 커뮤니케이션, 이벤트기여는 브랜드태도에 유의한 영향을 미치는 것으로 나타났다. 셋째, 동호인 테니스대회의 스폰서십 하위요인인 이벤트기여, 이벤트제고는 브랜드이미지에 유의한 영향을 미치는 것으로 나타났다. 넷째, 브랜드지식의 하위요인인 브랜드인지, 브랜드태도, 브랜드이미지는 재구매의도에 유의한 영향을 미치는 것으로 나타났다.

The purpose of this study was to investigate the relations among amateur tennis tournament through Sponsorship, brand knowledge and purchase intention. The results drawn through study, First, event contribution, event improve sub-factors of sponsorship of amateur tennis tournament, were indicated positively influential on its brand awareness. Second, communication, event contribution sub-factors of sponsorship of amateur tennis were indicated positively influential on its brand attitude. Third, event contribution, event improve sub-factors of sponsorship of amateur tennis tournament, were indicated positively influential on its brand image Fourth, brand knowledge was found to have a positive effect on repurchase intention.

키워드

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