인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
피인용 0
초록·키워드
The purpose of this study is to understand ESG management as a new marketing activity of the sports brand market by grasping how sports brand ESG activities affect brand image and consumer response, and to provide sustainable and efficient information for securing the competitiveness of sports brands. The subjects of this study were domestic sports brand experienced people selected as a population and 286 samples were extracted using SPSS 22.0. First, it was found that the sports brand ESG activities had significant effects on brand image in the order of environment, society, and governance structure. Second, brand image had a significant effect on consumer response(brand attitude, loyalty, intention to pay additional expenses). To sum up the results of this study, it was confirmed that sports brand ESG activities are not simply contributing to society, but environmental responsibility management has a positive effect on consumer response due to its direct effect on brand image, and social responsibility management, transparency, and ethical management will lead to brand image and consumer response.
본문·목차
인공지능 문자 인식 모델을 통해 추출된 텍스트로, 일부 오타나 오류가 포함될 수 있으나 지속적으로 개선 중입니다.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
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