프로축구 구단의 사회적 책임이 구단평판, 브랜드자산, 경쟁우위 및 경영성과에 미치는 영향

Abstract

Purpose: This research is a marketing strategy for enhancing business performance by proving a structured relationship of the football club’s social responsibility, club reputation, brand equity, competitive advantage and business performance.BR Method: The subjects of the research were spectators who were aged over 19 and watched the plays of Kangwon FC’s home game at Chuncheon Songam Stadium on August 19, 2018 & September 1, 2018. The data of three hundred and nine members were utilized in the final analysis. A structural equation modeling analysis was conducted utilizing AMOS 18.0.BR Results: The results were as follows. First, it revealed that among the social responsibility of the professional football club, economic responsibility, ethical responsibility, and environmental responsibility had positive effects on the club reputation, but charitable responsibility didn’t have an effect. Second, it said that the club reputation had a positive effect on brand equity. Third, it said that the brand equity had a positive effect on competitive advantage. Fourth, brand equity was shown to have a positive influence on business performance. Fifth, competitive advantage was shown also to have a positive influence on business performance.BR Conclusion: By viewing all of these results, the pro-football club’s social responsibility is a method to solidify brand equity by establishing a positive club reputation. The club’s efforts to show social responsibility will make them more connected to spectators and the community.