プロスポーツチームのチームブランド連想に影響を及ぼす要因に関する研究 : Jリーグチームの責任企業交代の影響に注目して

概要

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The purpose of this study was to identify categories of brand association of a professional sport team by using a thought listing technique and to examine the effects on team brand associations of the change in the management corporation. A survey was conducted at a the J-league Team VISSEL Kobe (Japanese Professional Football League) on November 11^<th> 2003 and October 23^<rd> 2004. At the stadium before the game, questionnaires were distributed to fans of VISSEL Kobe. An open-ended question was used to identify team brand associations, 365 effective responses were recorded in 2003, and 445 in 2004. The results of contents analysis of the team brand associations of VISSEL Kobe fans between the 2003 season and 2004 season showed that "sponsors" was listed by 1.9% of fans in 2003 and 15.0% of fans in 2004.
大阪体育大学の論文