본문 바로가기
KERD
논문KCI 등재후보

A Study on the Brand Equity of Title Sponsorship, Customer’s Attitude, Loyalty, and Intention of Use: With a Focus on the Chinese E-SPORTS Clubs

이숙경|Jie Ren
동북아학술저널연합 (Northeast Asian Studies Journal Institute (J-INSTITUTE))|2021.12|Kinesiology|제6권 제4호|pp. 21-32

0

조회

0

다운로드

2

인용

0

참고문헌

키워드

Brand AssetTitle SponsorshipIntention of UseCustomer’s LoyaltyE-Sports Club

초록

Purpose: By examining the causal relationship of the e-sports club title sponsorship's brand asset on the cus-tomer’s attitude, loyalty, and intention of use, this study seeks to provide the basic data for the revitalization be-tween corporate sponsors and the e-sports industry and their corporate marketing strategies. Method: In this study, SPSS 26.0, frequency analysis, exploratory factor analysis, reliability analysis, correla-tion analysis, and multiple regression analysis were performed with a focus on a total of 481 copies of question-naires. Results: First, it turned out the generations M through Z enjoy e-sports according to demographic characteris-tics, and as the female population is growing, a strategy to enhance the brand image of the companies targeting those in their 20s and 30s is necessary. Second, as a result of examining the effect on brand asset and customer's attitude, it has had a significant effect in the sequence of brand awareness and brand image. Third, as a result of examining the effect on brand assets and customer loyalty, it turned out in the sequence of brand image and brand awareness. Fourth, as a result of examining the effects on brand asset and the consumer’s intention of use, it turned out that brand image and brand awareness have had a significant effect in their sequence. Fifth, the company's customer's attitude turned out to have a significant effect on customer’s intention of use. Sixth, the company's customer's loyalty turned out to have a significant effect on the customer’s intention of use. Conclusion: Examining such results, the title sponsorship of e-sports club made by a company is a very effective cooperative activity since it can enhance all of the company's brand assets, customer's attitude, customer's loyalty, and consumer’s intention of use. It is hoped that there will be more such cooperative activities in the future to help promote the development of both the companies and e-sports of China.

Abstract

Purpose: By examining the causal relationship of the e-sports club title sponsorship's brand asset on the cus-tomer’s attitude, loyalty, and intention of use, this study seeks to provide the basic data for the revitalization be-tween corporate sponsors and the e-sports industry and their corporate marketing strategies. Method: In this study, SPSS 26.0, frequency analysis, exploratory factor analysis, reliability analysis, correla-tion analysis, and multiple regression analysis were performed with a focus on a total of 481 copies of question-naires. Results: First, it turned out the generations M through Z enjoy e-sports according to demographic characteris-tics, and as the female population is growing, a strategy to enhance the brand image of the companies targeting those in their 20s and 30s is necessary. Second, as a result of examining the effect on brand asset and customer's attitude, it has had a significant effect in the sequence of brand awareness and brand image. Third, as a result of examining the effect on brand assets and customer loyalty, it turned out in the sequence of brand image and brand awareness. Fourth, as a result of examining the effects on brand asset and the consumer’s intention of use, it turned out that brand image and brand awareness have had a significant effect in their sequence. Fifth, the company's customer's attitude turned out to have a significant effect on customer’s intention of use. Sixth, the company's customer's loyalty turned out to have a significant effect on the customer’s intention of use. Conclusion: Examining such results, the title sponsorship of e-sports club made by a company is a very effective cooperative activity since it can enhance all of the company's brand assets, customer's attitude, customer's loyalty, and consumer’s intention of use. It is hoped that there will be more such cooperative activities in the future to help promote the development of both the companies and e-sports of China.

참고문헌 (30)

  1. Jie Ren, "A Study on Analysis of the Status and Status of Sponsors of the Chinese E-SPORTS Events", Kinesiology, 6(3), pp.45~59 (2021), J-INSTITUTE
  2. Keller KL, "Conceptualizing, Measuring, and Managing Customer-based Brand Equity", Journal of Marketing, 57(1), pp.1~22 (1993)
  3. Lee BB, "Effect of Hotel Parent Brand Image, Loyalty, and Perceived Fit on Customer`s Attitude towards Midscale and Economy Hotel Brand Extension: Focused on Global Mega Chain Hotel Brands", Journal of Tourism Sciences, 25(6), pp.263~285 (2012)
  4. 홍성택, "태권도공연의 브랜드자산이 브랜드태도, 몰입, 추천의도에 미치는 영향", 연기예술연구, 11(1), pp.121~136 (2018), 한국연기예술학회[DOI]
  5. 안세홍, "서비스경제시대 중소기업 경영자의 기업가지향성과 CEO역량이 경영성과에 미치는 영향 연구", 서비스 연구, 10(3), pp.81~101 (2020), 서비스사이언스학회[DOI]
  6. Jacoby J, "Brand Loyalty: A Conceptual Definition", Proceedings of the Annual Convention of the American Psychological Association, 6(2), pp.655~656 (1971)
  7. Fishbein M, "Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research", Philosophy and Rhetoric, 10(2), pp.130~132 (1977)
  8. Park JW, "Memory-based Product Judgments: Effects of Involvement at Encoding nd Retrieval", Journal of Consumer Research, 21(3), pp.534~547 (1994)
  9. Sengupta J, "The Effects of Analyzing Reasons for Brand Preferences: Disruption or Reinforcement?", Journal of Marketing Research, 37(3), pp.318~330 (2000)
  10. 김상우, "농산물 브랜드자산 구성요인이 브랜드태도와 재구매의도에 미치는 영향: 안동사과를 중심으로", 마케팅논집(Journal of Marketing Studies), 22(4), pp.223~237 (2014), 한국전략마케팅학회
  11. Cho CH, "The Effect of Domestic Sport Brand Marketing Communication on Brand Awareness, Brand Image and Brand Royalty", Journal of Sport and Leisure Studies, 67, pp.169~183 (2017)
  12. Lee DH, "A Study on the Derivation of Effective Corrective Advertising Types: Effects on Consumer Beliefs, Attitudes, and Corporate Image", Korean Marketing Association, 10(1), pp.65~79 (1995)
  13. 손영석, "스포츠 스폰서쉽(sponsorship)에 대한 소비자 태도 결정요인에 대한 연구", 소비자학연구, 13(3), pp.121~150 (2002), 한국소비자학회
  14. Petty RE, "Addressing Disturbing and Disturbed Consumer Behavior: Is It Necessary to Change the Way We Conduct Behavioral Science?", Journal of Marketing Research, 33(1), pp.1~8 (1996)
  15. 구자룡, "도시브랜드 자산의 평가와 지수화에 관한 연구", 생산성연구: 국제융합학술지, 22(3), pp.177~205 (2008), 한국생산성학회[DOI]
  16. Zeithaml VA, "The Behavioral Consequences of Service Quality", Journal of Marketing, 60(2), pp.31~46 (1996)
  17. Lau GT, "Consumers' Trust in a Brand and the Link to Brand Loyalty", Journal of Market-focused Management, 4(4), pp.341~370 (1999)
  18. Gul MS, "Brand Image and Brand Loyalty", Abasyn Journal of Social Sciences, 3(1), pp.55~74 (2012)
  19. Abou SM, "The Impact of Gamification Adoption Intention on Brand Awareness and Loyalty in Tourism: The Mediating Effect of Customer Engagement", Journal of Destination Marketing & Management, 20, pp.n100559~ (2021)
  20. Wu PC, "The Effect of Store Image and Service Quality on Brand Image and Urchase Intention for Private Label Brands", Australasian Marketing Journal, 19(1), pp.30~39 (2011)
  21. Abzari M, "Analysing the Effect of Social Media on Brand Attitude and Purchase Intention: The Case of Iran Khodro Company", Procedia-social and Behavioral Sciences, 143, pp.822~826 (2014)
  22. 김정준, "지역축제 브랜드자산이 브랜드충성도에 미치는 영향: 브랜드태도의 매개효과를 중심으로", 관광경영연구, 20(5), pp.259~282 (2016), 관광경영학회
  23. 배기완, "체험마케팅의 요소가 브랜드 이미지, 브랜드 태도 및 브랜드 충성도에 미치는 영향 - 한식뷔페 레스토랑을 중심으로 -", MICE관광연구, 16(4), pp.157~179 (2016), 한국마이스관광학회
  24. Laksamana P, "Impact of Social Media Marketing on Purchase Intention and Brand Loyalty : Evidence from Indonesia’s Banking Industry", International Review of Management and Marketing, 8(1), pp.13~18 (2018)
  25. Hwansuk Choi, "The Effect of the Sports Agent's Perception Due to the Sports Agent REGULATION on the Expected Role and the Expected Job Satisfaction", Regulations, 6(3), pp.1~9 (2021), J-INSTITUTE
  26. 김성훈, "The Structural Relationship among Safety Climate, Motive to Participate, and Leisure Satisfaction Level of Marine SPORTS Participants", Kinesiology, 5(1), pp.65~73 (2020), J-INSTITUTE
  27. Sungho Nam, "Analysis of the Perception of Leaders and Participants for the VALUE Creation of Sports for All in Urban Society", International Journal of Human & Disaster, 5(2), pp.41~48 (2020), J-INSTITUTE[DOI]
  28. 박균열, "Reforming Tool to Measure SPORTS Ethics Consciounsness of Korean College Students", Kinesiology, 6(2), pp.31~36 (2021), J-INSTITUTE
  29. Aaker DA, "Building Strong Brands" (1996), The Free
  30. Aaker DA, "Brand Equity -Lagestione Del Valore Della Marca" (1997), Franco Angeli

이 간행물의 다른 논문 (5건)

Study on Judgment Recognition of Figure Skating COACHES고성희pp. 1-11The Effects of Different SQUAT Loading on Lower Extremity Movement Pattern and Stability Index during Squat Exercise Between Trained versus Un-Trained IndividualsSangho Park, 김창영pp. 12-20The Effects of Saturated and Unsaturated Fat Intake on the Skeletal Muscle’s LPL mRNA Expression in Rats천우광, 박주식pp. 33-44The Citespace Approach on the Changes of Trends and Hotspots to Consume SPORT Products of Chinese Collegiate Students신홍범, Xuefeng Baipp. 45-55The Effect of Body Image Recognition of Manipulative Therapy based on KINESIOLOGY of Customers on the Appearance Management BehaviorsEunjoo Choi, Youngbook Kimpp. 56-65
원문 보기