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초록·키워드 목차

The purpose of this study is to investigate the structural relationship among factors such as team authenticity, team image, team-sponsor fit, sponsor identification and purchase intentions of sponsors’ products. Probaseball spectators from home games of eight teams were selected as the samples of this study. Through the data collecting process, a total of 709 samples were seleectd and used. SPSS WIN 23.0 was used for data analysis including a frequency analysis, reliability test and correlation analysis. The model and hypothesis were tested using AMOS 18.0 and the followings are the results obtanied from the final data analysis. First, team authenticity had a positive effect on team image. Second, team image had a positive effect on team-sponsor fit. Third, team image had a positive impact on sponsor idenitcifation. Fourth, team-sponsor fit had a positive effect on sponsor identification. Fifth, team-sponsor fit had a positive impact on purchase intentions of the sponsors’ product. Last, sponsor identification had a positivei mpact on purchase intentions of the sponsors’ product. #team authenticity #team image #team-sponsor fit #sponsor identification #purchase intentions of sponsors’ product

Ⅰ. 서론
Ⅱ. 이론적 고찰 및 연구가설
III. 연구방법
IV. 연구결과
Ⅴ. 가설검증 및 논의
Ⅵ. 결론 및 제언
참고문헌
ABSTRACT

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