earticle

영어

The purpose of this study was to examine the influence of Korean basketball title sponsorship on brand image and brand awareness of sponsor corporation. For the study objects, with setting as a population spectators of Korean professional basketball league in Seoul, Anyang, and Incheon, survey was conducted targeting 442 of spectators with convenient sampling method and 410(92.8%) sets were used in real analysis with 32 sets excluded, which were judged to contain insincere answers or to be unreliable. For the data processing, SPSS 12.0 version was used with following statistical methods. The results are as follows. First, communication activities, image enhancing activities, and event contributing activities had an positive influence on a brand image. Second, communication activities, image enhancing activities, and event contributing activities had an positive influence on brand awareness. Third, a brand image had an positive influence on brand awareness.