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초록·키워드 목차

The purpose of this study was to investigate and compare on the structural equation model of fan involvement, team identity, advertisement attitude, brand equity, and brand loyalty between KBL and CBA. In order to complete the purpose of this study, survey research was performed, and a total of 591 fans from KBL and CBA were sampled by convenient sampling method. With the collected data, frequency, reliability, exploratory factor analysis, and structural equation model were performed for hypotheses verification. The results were as follows; First, the involvement of fans from KBL and CBA positively influenced on advertisement attitude. Second, the team identity of fans from KBL and CBA positively influenced on advertisement attitude. Third, the advertisement attitude of fans from KBL and CBA positively influenced on brand equity. Fourth, the advertisement attitude of fans from KBL and CBA has no significantly influenced on brand loyalty. Fifth. the brand equity of KBL fans positively influenced on brand loyalty, but CBA fans has no significantly influenced on brand loyalty. #KBL #CBA #structural equation model #fan involvement #team identity #advertisement attitude #brand equity #brand loyalty

Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 연구결과 및 논의
Ⅴ. 결론 및 제언
참고문헌
ABSTRACT

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