2002-2003 애니콜 프로농구 타이틀 스폰서십이 브랜드이미지 및 충성도에 미치는 영향

Abstract

This study was performed to find information which can utilize for their marketing and advertisement strategy by defining the differences between the brand image and its loyalty of the university students on the case of 2002-2003 Anycall pro-basketball title sponsorship. To achieve this purpose, 300 university students in Seoul, Kyunggi areas were asked with paper questionnaires and only 286 responses had been analyzed. The method of Cronbach`αwas used to verify the validity of this questionnaire, and brand image revealed .8706 and brand loyalty marked .8845. The statistic analysis methods used in the study are frequency, t- test, one-way analysis of variance (Oneway-ANOVA), Scheffe`s multiple range test, correlation, and regression. The findings of this study were as follows: 1. Brand image according to gender was the difference at the level of five percent. 2. Attitudinal loyalty according to major department was difference at the level of five percent. 3. Brand image and attitudinal loyalty according to school grades were difference at the level of five percent. 4. Brand image and attitudinal loyalty according to spectating frequence were difference at the level of five percent. 5. The statistics showed that the brand loyalty had a significant difference about social image and sensual atitudinal loyalty had a significant difference about social image and sensual image, and brand image has 34.8%(R²=.348) of influence about its loyalty. 7. Behavioral loyalty showed a significant difference about social image and sensual image, and brand image had 27.8%(R²=.278) of influence about its loyalty.