The Effect of Sport Outdoor Advertisement Attribute on Brand Attitude, Brand Asset and Purchase Intention

Hak, Lee Jeoung; Lee, Hyang-Kil; Hae, Lee Ji

doi:10.35159/kjss.2018.08.27.4.583

kjss

2018

DOI: 10.35159/kjss.2018.08.27.4.583

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The Effect of Sport Outdoor Advertisement Attribute on Brand Attitude, Brand Asset and Purchase Intention

Lee Jeoung Hak¹,

Hyang-Kil Lee²,

Lee Ji Hae³

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2019

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The relationship between professional volleyball title sponsorship activity, brand equity, brand attitude and repurchase intention

Lee¹,

Lim²,

Kim³

2019

Korean J Sport Sci

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Purpose The purpose of this study was to provide title sponsorship marketing strategies by defining the relationship between professional volleyball title sponsorship, brand equity, brand attitude, and repurchase intention. Methods This study distributed 390 questionnaires to 2018-2019 V-League audiences and a total of 313 questionnaires were used as final validity sample. For data analysis, SPSS 21.0 and Amos 18.0 were used for frequency analysis, reliability analysis, confirmatory factor analysis, and structural equation analysis. Results First, title sponsorship had significant influence on brand equity, therefore hypothesis 1~3 were accepted, except for 1-3(perceived quality) and 1-4(brand loyalty). Second, among brand equity subfactors, hypothesis 4-1(brand awareness) and 4-4(brand loyalty) had significant influence on brand attitude which made hypothesis 4 partially accepted . Third, among brand equity subfactors, only brand image(hypothesis 5-2) had significant influence on repurchase intention which made hypothesis 5 partially accepted. Lastly, brand attitude had significant influence on repurchase intension, which made hypothesis 6 accepted. Conclusions It is anticipated that based on the result of the study, effective marketing strategy can be developed for title sponsorship companies in the future.

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The relationship between professional volleyball title sponsorship activity, brand equity, brand attitude and repurchase intention

Lee¹,

Lim²,

Kim³

2019

Korean J Sport Sci

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The Effect of Sport Outdoor Advertisement Attribute on Brand Attitude, Brand Asset and Purchase Intention

Cited by 1 publication

References 0 publications

The relationship between professional volleyball title sponsorship activity, brand equity, brand attitude and repurchase intention

The relationship between professional volleyball title sponsorship activity, brand equity, brand attitude and repurchase intention

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