지역연고 프로팀의 브랜드자산과 지역이미지 및 지역충성도 간에 영향관계

Abstract

This research examines the relation between regionally based porfessional team brand assets and regiona l image & regional loyalty. The subjects of this study were 323o lcal residents of region-based professiona l team. The survey questionnaires were used to collect the data. The questionnaires for level of professional team brand assets had been developed by Koneckik (2006, 2007) nad Jung (2012), and regional image had been developed by Oh (2002), Lee (2016), and Mun (2008), region al loyalty had been developed by Mun (2008) and Chae (2009), The statistical methods such as Correlational Analysis and Structural equation modeling analysis were used to analyze the collected data for the this research goal. The results were summarized as follows: First, H1, The results showed that professional brand assets had significant impact on regional image. H-1. The results showed that image assets had significant impact on regional image. H-2. The results showed that awareness assets had significant impact on regional image. H-3. The results showed that perceived quality had significant impact on regional image. Second, H2. The resutsl showed that regional image had significan t impact on regional loyalty.