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논문 기본 정보

자료유형
학술저널
저자정보
노동연 (용인대학교) 오준석 (용인대학교)
저널정보
한국사회체육학회 한국사회체육학회지 한국사회체육학회지 제61호
발행연도
2015.8
수록면
79 - 89 (11page)
DOI
10.51979/KSSLS.2015.08.61.79

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초록· 키워드

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This study was designed to shed light on the effect of sponsorship activities performance on corporate image, corporate recognition and loyalty of 17th Asian Games Incheon 2014. To accomplish such research purpose, researcher identified the causal relationship through regression analysis after having established relationship models among sponsorship activities performance, corporate image, corporate recognition and loyalty on precedent research works and hypothetical model. 384 participants were sampled from the students for the Y university located in Gyeonggi region by using convenient sampling method. The resulting data were processed by means of frequency analysis, exploratory factor analysis, correlation analysis, regression analysis, path model analysis using SPSS 18.0 program. Results derived from the researches based on the aforementioned methods and data analyses are as follows: First, sponsorship activities performance of 17th Asian Games Incheon 2014 had positive influence on corporate image. Second, sponsorship activities performance of 17th Asian Games Incheon 2014 had positive influence on corporate recognition. Third, sponsorship activities performance of 17th Asian Games Incheon 2014 had positive influence on loyalty. Forth, corporate image had positive influence on corporate recognition. Fifth, corporate image had positive influence on loyalty. Sixth, corporate recognition had positive influence on loyalty.

목차

Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 결과
Ⅳ. 논의
Ⅴ. 결론
참고문헌
ABSTRACT

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