Session 02.06.05: Influence of esports athlete brand image and team & league brand association factors on viewing intention: the case of LCK (League of Legends Champions Korea)
0
0
Session 02.06.04: The impact of personal training on the difference in participation motivation and sports commitment among sports participants (Focusing on fitness club members in Japan)
Session 02.06.06: The effect of media content use by Korean professional baseball players on physical self efficacy and player life satisfaction: focusing on sports articles and SNS
Paper Tile: Influence of esports athlete brand image and team & league brand association factors on viewing intention: the case of LCK (League of Legends Champions Korea)
Author:
Kyubin Park, Global Sports Management, Seoul National University, Republic of Korea
Kihan Kim, Global Sports Management, Seoul National University, Republic of Korea