The structural relationship among professional baseball team s corporate social responsibility, team image and equity of professional baseball team s

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1 The structural relationship among professional baseball team s corporate social responsibility, team image and equity of professional baseball team s mother company Yeob Lee, Yong-Man Kim*, & Seyun Kim Dankook University [Purpose] [Methods] [Results] [Conclusions] Key words:

5 Fig 1. Research model

6 Table 1. Characteristics of participants Variable Category n % Gender Age Occupation Male Female s s s s s and older High school student University student Office worker Self-employment Average age Unemployed Housewife Etc About 29 years old χ χ χ α

7 Table 2. Confirmatory factor analysis result Factors Questions S.E M.E C.R. AVE Cronbach s α Economic responsibility Community cultural activity Consumer protection Social contribution activity Team image Mother company image Mother company trust Mother company attitude Mother company loyalty Planning success from a long-term point of view Safe and sound fund management Productivity improvement and production cost Faithful tax payment and employment Construction and operation of sports facilities Eeducational and academic activities including programs Community development of public facilities Returning some of the profits to society Not leaking customers information Customers complaints or request for refund Making effort to abide by laws No false or exaggerated advertisement Allocating some profits to contribution activity Returning some of the profits to society Donation to charity organizations Active social contribution activities It looks luxurious in general Receiving favorable evaluation by others I am proud to be able to show my dignity It makes a positive feeling What is good is its image is always the same It looks luxurious in general Receiving favorable evaluation by others I am proud to be able to show my dignity It makes a positive feeling what is good is its image is always the same Reliable company Honest company Sincere company Trustworthy services of employees Good / Bad Positive / Negative Be favorable / Be unfriendly Like / Hate I will tell other people about its merits I will recommend it to other people I will choose the product preferentially I will use the product χ 2 = (df=629, p=.000), χ 2 /df=1.933, TLI=.941, CFI=.947, RMSEA=.054

8 Table 3. Correlation analysis result Factors Economic responsibility 1 Community cultural activity.727 ** 1 Consumer protection.715 **.715 ** 1 Social contribution activity.680 **.756 **.778 ** 1 Team image.703 **.692 **.746 **.692 ** 1 Mother company image.595 **.526 **.631 **.514 **.605 ** 1 Mother company attitude.499 **.444 **.525 **.410 **.499 **.739 ** 1 Mother company trust.505 **.452 **.457 **.392 **.498 **.652 **.718 ** 1 Mother company loyalty.517 **.477 **.519 **.460 **.517 **.699 **.706 **.663 ** 1 Table 4. Result of hypothesis test Hypothesis Estimate S.E. t adopt H 1-1 Economic responsibility Team image * O H 1-2 Community cultural activity Team image * O H 1-3 Consumer protection Team image *** O H 1-4 Social contribution activity Team image X H 2 Team image Mother company image *** O H 3 Mother company image Mother company trust *** O H 4 Mother company image Mother company attitude *** O H 5 Mother company image Mother company loyalty *** O H 6 Mother company trust Mother company loyalty *** O H 7 Mother company attitude Mother company loyalty *** O χ 2 = (df=644, p=.000), χ 2 /df=1.998, TLI=.937, CFI=.942, RMSEA=.056 α χ

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