프로축구 타이틀스폰서의 사회적책임이 스폰서이미지, 스폰서동일시, 스폰서신뢰 및 스폰서충성도에 미치는 영향

Abstract

The purpose of this study was to examine the relationship among social responsibility, sponsor image, sponsor identification, sponsor trust and sponsor loyalty of professional soccer title sponsor. The subjects were 292 spectators at three teams, and 292 data were collected and 278 of them were chosen as for final data analysis. Data processing was done for frequency analysis using SPSSWIN Ver. 18.0 and confirmatory factor analysis and structural equation model analysis using AMOS 18.0. Based on the above study method and procedures, the result of the study are summarized as follows. First, social responsibility had significant influence on sponsor image. Second, sponsor image had significant influence on sponsor identification, sponsor trust, and sponsor loyalty. Third, sponsor identification and sponsor trust had significant influence on sponsor loyalty.