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초록·키워드 목차

The purpose of this study was to explore a relationship between attribution of motor sport team, team identification, company identification, and brand attitude.
The sample of the study was spectators from motor sport ground in Yongin area. Subjects(N=408) were selected from spectators by using the convenience sampling technique. The data were recorded and analyzed using the SPSS 14.0 ver. and AMOS 7.0 statistical computer package to do a exploratory factor analysis. The results from Confirmatory Factor Analysis and Structural Equation Model are follows. First, only team image have influenced on team identification. Other factors, such as facilities, service, driver ability, and team ability have not influenced on team identification. Second, team identification has effect on company identification. Third, company identification have influenced on brand attitude of title sponsor. These results indicated that both good feeling and purchase intention for title sponsor company come from company identification through the team identification with a good motor sport team image. #motor sport #team identification #company identification #brand attitude

Abstract
Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 결과
Ⅳ. 논의
Ⅴ. 결론
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