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NTIS 바로가기한국산학기술학회논문지 = Journal of the Korea Academia-Industrial cooperation Society, v.17 no.1, 2016년, pp.99 - 110
This study examined the factors affecting the team identification of professional baseball fans. The factors were divided into the fan factor, game factors, and other factors. For the analysis, two investigators visited stadium three times in total and a total number of 297 spectators were sampled u...
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핵심어 | 질문 | 논문에서 추출한 답변 |
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맨체스터 유나이티드의 데이비드 길 前 사장은 맨유 성공의 큰 비결을 무엇이라 하였는가? | 한편, 세계에서 가장 인기 있는 프로스포츠 구단 중 하나인 맨체스터 유나이티드의 데이비드 길 前 사장은 어린 시절에 형성된 이미지는 평생을 좌우한다고 하면서 유소년 팬을 확보하는 것이 맨유 성공의 가장 큰 비결임을 강조한 바 있다. 이와 같이 해외 선진 리그의 명문구단들은 예외 없이 어린이 팬들의 마음을 잡기 위해 특별한 공을 들이고 있다. | |
동일시란 무엇을 의미하는가? | 동일시란 개인이 특정 팀에 대해 갖게 되는 감정적, 심리적 결합을 의미하며[9], 높은 수준의 애착을 나타내는 고객의 태도와 밀접한 관련이 있다[10]. 특히 스포츠에서 팀에 대한 동일시는 중요한 요인으로 다루어진다[4]. | |
키즈마케팅의 대상이 되는 아동 소비자의 나이는 어떻게 규정하는가? | 우선아동마케팅 또는 키즈마케팅이란 영유아에서 초등학생까지를 대상으로 하는 어린이 관련 사업을 총칭한다[19]. 여기에서 아동은 전기(만 2세~ 만 5세)와 후기(만6세~만 12세)로 구분할 수 있으며 이에 따라 아동 소비자란 만 2세 말에서 만 12세까지의 소비자로 규정된다[20]. 어린이들은 미래시장으로서 중요한 의미가 있는데[21], '요람에서 무덤까지' 마케팅에서 최초의 단계인 아동의 소비자행동은 일생에 걸친 소비자 행동에 중요한 영향을 미치기 때문이다[22]. |
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