Abstract
The purpose of this paper is to propose the marketing strategy that utilizes star players by planning sports events by analysing the impact of the star power of global star players and team star power on consumers’ propensity of college football fans. The subjects of this study were 461 students majored sports among college students located in Seoul, Gyeonggi, Chungcheong, and Gangwon areas. For data processing, frequency analysis, reliability analysis, and multiple regression analysis were performed using SPSS 26.0 Window Version. After that Confirmatory Factor Analysis (CFA) was conducted using the AMOS 25.0 statistical program. As a result, first, it was found that the star power of Ronaldo had a significant effect on the consumption propensity. Second, it was found that the star power of the team to which Ronaldo belongs Ronaldo had a significant influence on the consumption propensity.
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