프로스포츠팀 속성과 팀동일시, 기업동일시 및 기업이미지의 관계 = 스폰서십 동일시모형을 중심으로

국문 초록 (Abstract)

스포츠 스폰서십이 기업 관점에서 효과적인 커뮤니케이션 수단으로 인식되면서 많은 기업들이 스포츠이벤트를 활용하는 사례가 점차 늘고 있다. 최근에는 결과 중심의 스폰서십 연구에 근거한 기업의 스폰서십 참여가 긍정적 이미지의 전이뿐만 아니라 부정적 이미지의 전이까지도 나타날 수 있다는 지적에 따라 태도 형성 과정에서 나타나는 현상을 규명하기 위한 노력이 시도되고 있다. 동일시 연구는 사회심리학 분야에서는 비교적 많이 시도되고 있지만 스포츠 스폰서십 분야에서의 연구는 많이 발견되지 않고 있다. 그러나 스포츠 스폰서십 분야에서의 동일시연구는 스포츠의 속성이 매우 다양하며 복잡하게 작용한다는 점을 고려했을 때, 커뮤니케이션 효과로서의 기업이미지 형성 과정을 설명하는 데 반드시 필요한 과제이다. 이러한 필요에 의해 연구를 수행한 결과 프로스포츠팀의 속성인 매력성, 유사성, 팀경기결과 그리고 스타플레이어 요인은 먼저 팀동일시에 영향을 미친 후 기업동일시에 영향을 미치는 것으로 나타났다. 뿐만 아니라 기업동일시는 기업이미지에도 영향을 미치는 것으로 나타났다. 따라서 프로스포츠리그에 스폰서로 참여하는 기업은 매력성, 유사성, 팀경기 결과 그리고 스타플레이어와 같은 프로스포츠팀 속성에 의해 스포츠팬과 동일시됨으로서 기업이미지를 제고시킬 수 있음을 입증하였다.

다국어 초록 (Multilingual Abstract)

As sports sponsorship is regarded as an effective communication tool, an increasing number of companies are using sports events. Therefore an aftempt is bemg made to explain the relationship between sports events and companies as part of the identification process, through the transfer theory. However, given the diversity and complexity of the attributes of sports, in sports sponsorship the identification research is necessary to explain the formation of a corporate image as part of an effective communication tool. After conducting a research according to such the necessity, the attributes of professional sports team, such as attractiveness, similarity, team record, and star player were found to influence team identification first, and then corporate identification. In addition, corporate identification was found to affect corporate image. In conclusion, the companies that participate as title sponsors in professional sports leagues were proven to enhance their corporate images, as identified with sports fans through attribute of professional sports team such as attractiveness, similarity, team record, and star player.

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