해외자본의 국내프로야구단 후원에 대한 스포츠팬 인식조사

Abstract

The purpose of this study is to investigate how team loyalty, awareness of Japanese companies, and awareness of loan business’ attitude by Nexen Heroes fans have an effect on awareness of sponsorship for domestic professional baseball clubs. To achieve this, 343 copies were used for final analysis and the following results were obtained. First, team loyalty varied with age. Second, emotional awareness among Japanese company’s image was different according to age, academic background, and Japanese image while perceptive awareness varied with sex and Japanese image Third, awareness of Attitude toward loan business was different according to sex and age Fourth, positive awareness among awareness of sponsoring for domestic professional baseball clubs by foreign capital was different according to age, income and Japanese image while negative awareness varied with age Fifth, the result of analyzing the effect of team loyalty, awareness of Japanese companies, and awareness of loan business’ attitude on awareness of sponsorship for domestic professional baseball clubs by foreign capital showed that in case of positive awareness team loyalty, perceptive awareness and Attitude toward loan business have a positive effect while emotional awareness has a negative effect. In case of negative awareness, emotional awareness was shown to have a positive effect while team loyalty and perceptive awareness have a negative effect.