The Effect of Sports Brand ESG Activities on Brand Image and Consumer Response

The purpose of this study is to understand ESG management as a new marketing activity of the sports brand market by grasping how sports brand ESG activities affect brand image and consumer response, and to provide sustainable and efficient information for securing the competitiveness of sports brands. The subjects of this study were domestic sports brand experienced people selected as a population and 286 samples were extracted using SPSS 22.0. First, it was found that the sports brand ESG activities had significant effects on brand image in the order of environment, society, and governance structure. Second, brand image had a significant effect on consumer response(brand attitude, loyalty, intention to pay additional expenses). To sum up the results of this study, it was confirmed that sports brand ESG activities are not simply contributing to society, but environmental responsibility management has a positive effect on consumer response due to its direct effect on brand image, and social responsibility management, transparency, and ethical management will lead to brand image and consumer response.