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The influence of ISO 26000 Global Standard Establishment and professional sports teams' Corporate Social Responsibility(CSR) on the corporation image, the corporation reputation, and sport fan attitudes: focus on Green Sports activity
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ISO 26000 시행과 사회적 책임활동(CSR)이 프로스포츠 팀과 기업이미지, 기업명성, 스포츠팬의 행동에 미치는 효과 : 그린스포츠를 중심으로

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Type
Academic journal
Author
Kim Bo-Ryong (United States Sports Academy) Lim Sei-Jun (경희대학교) Chun Byung-Kwyan (경희대학교)
Journal
The Korean Society Of Sports Science Korean Journal of Sports Science Vol.20 No.1 KCI Accredited Journals
Published
2011.2
Pages
601 - 612 (12page)

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The influence of ISO 26000 Global Standard Establishment and professional sports teams' Corporate Social Responsibility(CSR) on the corporation image, the corporation reputation, and sport fan attitudes: focus on Green Sports activity
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Abstract· Keywords

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The purpose of this study was to investigate the relationship between professional sports teams' corporate social responsibility (CSR) on the corporation image, corporation reputation, and sport fan attitudes focused on Green Sports activity. To complete this purpose, researchers chose the subjects 300 spectators in '2010 CJ magumagu professional baseball' with convenience sampling method and used 288, excluding 12 insufficient respondents, and then process the data with SPSSWIN Ver. 17.0 and Amos Ver. 7.0 program. The results are as follows; First, the professional sports teams' CSR focused on Green Sports activity had a significant effect on the corporation image and the corporation reputation, however it had no significant effect on sport fan attitudes. Second, the corporation image had a significant effect on corporation reputation and sport fan attitudes. Third, the corporation reputation had a significant effect on sport fan attitudes.
#ISO 26000 #CSR green sports #corporation image #corporation reputation #fan attitudes

Contents

Abstract
Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 결과 및 논의
Ⅳ. 결론 및 제언
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References (4)

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김해룡, 김나민, 유광희, 이문규. 기업의 사회적 책임에 대한 척도 개발. 마케팅연구. 2005 dbpia 이재덕, 이광용, 이건희. 프로야구 구단의 공익연계 마케팅이 구단 이미지와 팀 충성도에 미치는 영향. 한국스포츠산업경영학회지. 2005 google schola 이한준, 박종철. 기업의 사회적 책임활동이 제품 및 기업평가에 미치는 영향. 마케팅연구. 2009 dbpia 홍석표, 손승범. 프로야구 관람 소비자의 팀 충성도 발달과정 모형분석. 한국스포츠산업경영학회지. 2010 google schola

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