프로축구 구단의 공익연계 마케팅, 연대감 및 구단 애착의 구조관계

Abstract

This study was to explore the relationship among cause-related marketing, sense of community and team attachment in professional soccer team, and to suggest the detailed measures of effectual knowledge management activities for successful professional soccer team. For this, the research targeted spectators in the stadiums of Jounbuk Hyundai, FC Seoul, Suwon Samsung and phohang steelers. Except for eighteen questionnaires, final 382 out of 400 ones was statistically managed and SPSS 18.0 and LISREL 8.80 were used for statistical analysis. The result of this research was as follows:BR First, the cause-related marketing of professional soccer team are significant to sense of community. Second, the cause-related marketing of professional soccer team are significant to team attachment. Third, the professional soccer team’s sense of community are significant to team attachment.