프로농구구단의 CSR활동이 제품-기업이미지와 구매의도에 미치는 영향

Abstract

This study aimed to find out how pro basketball team's corporation, social, and local CSR activities had an effect on product-corporation image and purchase intention. It surveyed spectators who watched three basketball games held at the stadium of Seoul SK Knights on January 6, 8, and 14, 2012. For data processing, 238 questionnaires were used with a convenience sampling method. The results were as follows. First, in the relations between pro basketball team's CSR activities and product image, corporation's, social, and local CSR activities had a positive effect on product image. Second, in the relations between pro basketball team's CSR activities and corporation image, corporation's, social, and local CSR activities had a positive effect on community service image and also corporation's characteristic image. Third, in the relations between pro basketball team's CSR activities and purchase intention, corporation's and local CSR activities had a positive effect on purchase intention.