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http://dx.doi.org/10.14400/JDC.2017.15.5.431

Relationship among Sponsorship, Brand Knowledge and Repurchase Intention of Amateur Tennis Tournament  

Cha, Jung-Hoon (Korea National Sport University)
Kang, Hye-Yeon (Korea National Sport University)
Publication Information
Journal of Digital Convergence / v.15, no.5, 2017 , pp. 431-442 More about this Journal
Abstract
The purpose of this study was to investigate the relations among amateur tennis tournament through Sponsorship, brand knowledge and purchase intention. The results drawn through study, First, event contribution, event improve sub-factors of sponsorship of amateur tennis tournament, were indicated positively influential on its brand awareness. Second, communication, event contribution sub-factors of sponsorship of amateur tennis were indicated positively influential on its brand attitude. Third, event contribution, event improve sub-factors of sponsorship of amateur tennis tournament, were indicated positively influential on its brand image Fourth, brand knowledge was found to have a positive effect on repurchase intention.
Keywords
Tennis; Sponsorship; Brand Knowledge; repurchase intention; Amateur tennis tournament;
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