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 was to examine the relationships among professional athletes’ brand image, self-brand connection, athlete trust, and athlete loyalty. From March 1 to April 30, 2025, a survey was conducted among university students in Gyeonggi Province who follow professional athletes on social media. Using a convenience sampling method, a total of 490 questionnaires were collected, and 466 valid responses were used for the analysis after excluding 24 insincere ones. Frequency analysis, confirmatory factor analysis, reliability analysis, correlation analysis, and structural equation modeling (SEM) were performed using SPSS 28.0 and AMOS 28.0. The results revealed that, first, both on-field and off-field brand images of professional athletes had a significant effect on self-brand connection. Second, self-brand connection had a significant effect on athlete trust. Third, self-brand connection also had a significant effect on athlete loyalty. Fourth, athlete trust had a significant effect on athlete loyalty. This study contributes to the literature by empirically identifying the relationships among self-brand connection, athlete trust, and athlete loyalty using a professional athlete brand image scale that has not been previously examined. Furthermore, the findings suggest that professional athletes and their management teams should focus not only on managing on-field performance but also on cultivating off-field brand image to strengthen fan relationships and loyalty.
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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UCI(KEPA) : I410-151-26-02-095544179
