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프로스포츠 관중의 스포츠이벤트성향이 타이틀스폰서십효과에 미치는 영향
Author
김용만
Journal Title
체육과학연구
Publication Year
2012
Topics
Summary
This study aims to identify the impact of professional sports spectators' sports event propensity on title sponsorship effects through structural equation modeling. The results showed that sensation seeking and cognitive propensity significantly influenced team attributes, which in turn affected team identification, and ultimately, title sponsor identification. Finally, title sponsor identification positively influenced attitude, satisfaction, and affection towards the title sponsor.
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