초록

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Abstract ▼ AI-Helper

This study focused on the effects of professional soccer team's caused-related marketing on team image and team loyalty. The 948 respondents in the study were spectators of the games of the 2007 San-sung Hauzen K-League. They were selected to achieve this purpose using convenient sampling, which is ...

This study focused on the effects of professional soccer team's caused-related marketing on team image and team loyalty. The 948 respondents in the study were spectators of the games of the 2007 San-sung Hauzen K-League. They were selected to achieve this purpose using convenient sampling, which is a kind of non probability sampling method. Data analysis were processed through SPSS for Windows 12.0 version and analyzed by factor analysis, Cronbach's a test, frequency analysis, correlation analysis, and regression The results of this study based on these methods and procedures are as follows. First, the support towards charity, social contribution activity awareness and social responsibility, which were subcomponents of the caused-related marketing, had a positive influence on the team's image. Second, in addition the subcomponents, mentioned above, had a positive influence on team loyalty. Third, team image contributes to a positive influence on maintaining team loyalty.

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