Purpose: The purpose of this study is to provide fundamental information for professional sports and economy activation of cities, to explore mutual cooperative constructive relationship, and to investigate the Impact of Korean professional volleyball teams brand personality on city brand equity. Research design, data, and methodology: The study collected 500 survey responses and analyzed 478 surveys except for 22 which did not complete all items. For analyzing data, frequency, reliability, exploratory factor analysis, t-test, One-Way ANOVA, correlation, Multiple Regression were computed. Results: First, in difference in brand personality and city brand equity, due to gender, age, region of fan, significant difference were shown statistically in team image by gender, in honesty, interest and obdurability of brand personality by age, and in local community contribution, development possibility and sports facility of team image. Also, all factors show significant difference in region of fan. Second, regarding the impact of brand personality on city brand equity, honesty and capacity were shown to affect every factor of city brand equity, interest affected city image, and obdurability affected city perception. Conclusion: Professional teams need to develop win-win relationship with local community and seek to build positve image towards community fans via distinctive strategies for positioning.

Abstract
1. 서론
    1.1. 연구모형
    1.2. 연구가설
2. 연구방법
    2.1. 연구대상
    2.2. 조사도구
    2.3 측정도구의 타당도
    2.4 자료처리
3. 연구결과
    3.1. 브랜드 개성, 도시브랜드 자산 차이
    3.2 상관관계분석
    3.3 가설 검증
4. 논의
    4.1. 성별, 연령, 연고지역 선호구단에 따른 브랜드 개성, 도시브랜드 자산의 차이 검증
    4.2 프로배구 구단의 브랜드 개성이 도시브랜드 자산에 미치는 영향
5. 결론
References

• Jun Hyeok JUNG(Department of Sport Tourism, Eulji University)
• Myung Gyun KIM(Department of Sport Convergence, Eulji University)
• Youn Sang SONG(Department of Sport Convergence, Eulji University)
• Hwang Woon MOON(Department of Sport and Outdoor, Eulji University) Corresponding Author