Abstract
The purpose of this study was to identify the structural relationship between activity type of professional basketball teams` corporate social responsibility and brand equity. In order to achieve this goal, 217 basketball spectators were selected by the convenience sampling method in 2008~2009 season. The instrument for data collection was a questionnaire that was previously inspected by experts and later found to have cronbach`s alpha values ranging from.827 to.913. The data were analyzed by using window spss ver. 15.0 and amos 7.0 program and by conducting descriptive analysis, confirmation factor analysis to identify the fit degree of factors, structural equation model. The results are as follows: First, local & social contribution activity and fan protection of professional basketball team`s corporate social responsibility activities influenced brand awareness positively. Second, brand awareness influenced brand image and brand loyalty, also brand image influenced brand loyalty significantly.
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