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.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2013.12
- 수록면
- 171 - 201 (31page)
- DOI
- 10.18284/jss.2013.07.32.1.171
이용수
초록· 키워드
Korean entertainment content such soap operas, movies and K-pop songs are believed to significantly improve Korea"s national image and Korean product perception. This study intends to investigate how the game results of large scale global sporting events influence the credibility perception of entertainment stars of other competing nations. In addition, attitudinal changes toward national image and product purchase intention of the other nation are measured. The results showed that no significant difference was disclosed between the game outcomes and credibility of Korean stars. However, the game results, regardless of a Japanese win over or loss to Korea, substantially lowered the national image of Korea and the purchase intention of Korean products. This finding suggests that national rivalry matches in major sporting events have a significant impact on the perceived image of a nation and its products and therefore have to be managed and utilized carefully. This study extends previous research on the theory of international public relations and communication, and provides managerial guidance for sport marketers.
상세정보 수정요청해당 페이지 내 제목·저자·목차·페이지정보가 잘못된 경우 알려주세요!
목차
- Ⅰ. 문제제기
- Ⅱ. 선행연구 고찰
- Ⅲ. 연구방법
- Ⅳ. 연구결과
- Ⅴ. 논의 및 한계
- 참고문헌
- Abstract
참고문헌
참고문헌 신청최근 본 자료
UCI(KEPA) : I410-ECN-0101-2015-300-001210439
