프로야구팀의 공익연계마케팅과 팀동일시, 기업동일시 및 기업이미지의 관계

Abstract

The study is to identify a causal relationship between professional baseball`s cause-related marketing, team identification, corporate identification and corporate image. In order to do this study, we did a survey between the audiences who went to watch SK Wyverns home game in ``2010 CJ professional baseball`s league match using convenient sampling method collected 319 effective specimens as subject investigated. Also, the data processing was completed by using SPSS Win Ver 14.0 for frequency analysis, reliability analysis, exploratory factor analysis, and correlation analysis, and by using AMOS 7.0 program for confirmatory factor analysis and structural equation model analysis. With procedures and methods of statistics mentioned above, the following results are gained. First, the cause-related marketing`s sub-factors of the social contribution activities recognition have positive (+) correlation with team identification. Second, the cause-related marketing`s sub-factors of social responsibility have positive (+) correlation with team identification. Third, team identification, and corporate identification are related with positive (+) correlation. Fourth, corporate identification and corporate image are related with positive (+) correlation.