earticle

영어

The purpose of the present study was to investigate the relationship between sports brand globalness and brand image creation through cause-related marketing(CRM). A total of 300 questionnaires were distributed and collected from N and D universities in the Chungnam and Busan areas, respectively. After excluding responses with excessive amount of missing data, 296(99.0%) questionnaires were included in this study. Several statistical analyses including a descriptive analysis, a confirmatory factor analysis, Cronbach's alpha test, Pearson's correlation analysis, and a structural equation modeling(SEM) analysis were conducted to achieve the research purpose. The followings are the results of the current study. First, the path coefficients between brand globalness and brand-cause fit, firm's CRM participation motivation and donation amount appropriateness were statistically significant(p<.05). Second, the path coefficients between brand-cause fit, and firm's CRM participation motivation and brand image creation were statistically significant(p<.05).