프로스포츠 종목 및 관람횟수에 따른 스폰서기업 브랜드연상의 귀납적 차이 분석

Abstract

This study aims to find out the difference of sponsorship companies’ brand associations according to pro sports items and the number of visits. It has its significance in that it establishes an effective marketing strategy for companies and provides objective basic data based on the results. For this purpose, we used an open questionnaire on uniform brands and brand associations targeting home audiences of the top two professional soccer and baseball teams with the most number of audiences in 2016, FC Seoul, Jeonbuk Hyundai, Doosan Bears, and LG Twins. Based on the results of inductive analysis, the following suggestions were made on effective marketing strategies for sporting goods companies. First, companies should make products considering the quality, design, and materials of the goods. Second, in addition to focusing on the goods, it is necessary to enhance the positive brand images by implementing marketing using visual images such as the shape of logos, awareness generated by the exposure to fans through sponsorship. Third, companies need to form positive brand associations by conducting various marketing besides sponsorship.

This study aims to find out the difference of sponsorship companies’ brand associations according to pro sports items and the number of visits. It has its significance in that it establishes an effective marketing strategy for companies and provides objective basic data based on the results. For this purpose, we used an open questionnaire on uniform brands and brand associations targeting home audiences of the top two professional soccer and baseball teams with the most number of audiences in 2016, FC Seoul, Jeonbuk Hyundai, Doosan Bears, and LG Twins. Based on the results of inductive analysis, the following suggestions were made on effective marketing strategies for sporting goods companies. First, companies should make products considering the quality, design, and materials of the goods. Second, in addition to focusing on the goods, it is necessary to enhance the positive brand images by implementing marketing using visual images such as the shape of logos, awareness generated by the exposure to fans through sponsorship. Third, companies need to form positive brand associations by conducting various marketing besides sponsorship.