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논문 기본 정보

자료유형
학술저널
저자정보
김용래 (세종대학교) 이용수 (세종대학교)
저널정보
한국체육과학회 한국체육과학회지 한국체육과학회지 제22권 제5호 (인문·사회과학편)
발행연도
2013.10
수록면
989 - 1,004 (16page)

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연구주제
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연구배경
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연구방법
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연구결과
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초록· 키워드

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This study was intended to test the causal relationship between integrated marketing communication(IMC) of the K-League Club, and its image, K-League image, soccer brand image and audience customer satisfaction and loyalty. For this purpose, the questionnaire research was conducted for 400 spectators visting the home games of FC Seoul, Seongnam Ilhwa, and Suwon Samsung. 387 questionnaires were used for actual analysis. For statistical analysis, descriptive statistical analysis, exploratory factor analysis, correlation analysis and reliability analysis were conducted with the use of SPSS 18.0. Confirmatory factor analysis and structural equation modeling analysis were conducted with the use of AMOS 18.0. As a result, the following findings were obtained: First, the IMC activity of the K-league club had a positive effect on the club image. Second, it was found that the IMC activity of the K-league club did not have a positive effect on the image of the K-league. Third, it was found that the IMC activity of the K-league club did not have a positive effect on the image of the soccer brand. Fourth, it was found that the club image had a positive effect on customer satisfaction. Fifth, it was found that the image of the K-league had a positive effect on customer satisfaction. Sixth, it was found that the soccer brand image had a positive effect on the spectating customer satisfaction. Seventh, it was found that customer satisfaction had a positive effective effect on loyalty.

목차

Abstract
Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 결과
Ⅳ. 논의
Ⅴ. 결론 및 제언
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UCI(KEPA) : I410-ECN-0101-2014-690-002668023