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.

Purpose: This study sought to explore the effects of sport enjoyment on leisure commitment. Research design, data, and methodology: Subjects of this study are members of MTB participation in Seoul and Gyeonggi area and were selected by purposive sampling out of non-probability sampling. 295 questionnaires were collected and 288 questionnaires were used for the study. To analyze data, frequency analysis, factorial analysis, t-test, ANOVA, correlation and regression analysis were employed. Results: First, as for leisure satisfaction and leisure commitment pursuant, there was significant difference in gender, age, the number of participation in weekly leisure, and hours of participation in weekly leisure. Second, regarding MTB participants' amusement and leisure satisfaction competence had significant influence on all the sub-factors of leisure satisfaction and that both achievement and competence had impacts on social leisure satisfaction. Third, regarding effects on leisure commitment, competence of amusement had impacts on cognitive and behavioral leisure commitment. Fourth, regarding relationships between leisure satisfaction and leisure commitment, satisfaction of mental leisure, social leisure, relaxation leisure, physiological leisure and leisure satisfaction had significant influence on cognitive commitment. Conclusions: Summary of above results showed that MTB participants' amusement factor had significant influence on leisure satisfaction and leisure commitment. Implications were discussed. Keywords: MTB, amusement factor, leisure commitment