earticle

영어

The purpose of the present study was to investigate the moderating effects of team identification on the relationship between Cause-Related Marketing(CRM) attributes and team image in the Korean professional baseball league. In order to achieve the current research purpose, we collected a total of 395(99.0%) questionnaires from 2 home games of Doosan Bears and SK Wyverns baseball teams by using a convenient sampling method and performed several statistical analyses including a descriptive analysis, a confirmatory factor analysis, Pearson's correlation analysis, a structural equation modeling(SEM) analysis, and a multiple group analysis. The followings are the results of the current study. First, the path coefficient between team-cause fit and team image was found to be statistically significant. Second, the path coefficient was found to be statistically significant. Lastly, the moderating effects of team identification on the relationships between CRM attributes and team were not found to be statistically significant.