스포츠 참여 유형과 고용주 브랜딩 : 동남아시안 게임(SEA Games) 스폰서 기업을 중심으로 : The Types of Sports Participation and Employer Branding: In the Context of Corporate Sponsors of SEA Games
The Types of Sports Participation and Employer Branding: In the Context of Corporate Sponsors of SEA Games
- 주제(키워드) sports participation , sponsorship , articulation , signal theory
- 발행기관 한국사회체육학회
- 발행년도 2017
- 총서유형 Journal
- KCI ID ART002255810
- 본문언어 한국어
초록/요약
The purpose of this study was to investigate the relationshipsb etween the types of sports participation and employer branding for corporate sponsors and to examine the mediating effect of empowerment in the structural relationship between sport participation and employer branding. The survey instrument consisted demographic questions, types of sports participation, empowerment measures and employer branding measures. The subjects of the study were 470 volunteers who participatedin the Southeast Asian Games 2015 as vo-l unteer. The findings show that there was no significant direct effect from the type of sport participation to the perceived value of employer branding for corporate sponsor. Inetrestingly, the findings demonstrate that the types of sport participation can have positive influence on emlpoyer branding for corporate sponsor through the mediating effect of empowerment.
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