earticle

영어

This study was to examine the effect of perceived corporate identification and team identification on corporate image and brand equity of pro-volleyball audience. The subjects of this study were 255 audience of 3 games at the hyundae capital skyworker’s homeground from december 1 to 31 in 2011-2012 NH pro-volleyball game, and were collected to be sampling method. The methods of the statistical analysis used in this study was the multiple regression analysis by using SPSS 14.0. As the results of the analysis, the findings of this study were as follows ; First, the corporate identification had positive influence on product image, social service image and enterprise characteristic image of the subordinate factor of corporate image, but had no influence on social service image, enterprise characteristic image. and the team identification had positive influence on social service image, enterprise characteristic image of the subordinate factor of corporate image, but had no influence on product image. Second, the corporate identification had positive influence on brand image, brand attachment of the subordinate factor of brand equity, but had no influence on brand recognition. and the team identification had positive influence on brand recognition, brand attachment of the subordinate factor of brand equity, but had no influence on brand image.