스포츠 브랜드 아이덴티티에 따른 브랜드 자산 비교 연구

• 영문명: Brand equity comparative study according to Sports Brand Identity
• 발행기관: 경희대학교 스포츠과학연구원
• 저자명: 김도균(Do-kyun Kim) 정아람(A-Ram Jung)
• 간행물 정보: 『체육학논문집』제32집, 119~126쪽, 전체 8쪽
• 주제분류: 예술체육 > 체육
• 파일형태: PDF
• 발행일자: 2004.12.01

영문 초록

  The purpose of this study is to identify youth" brand equity with regard to sports brand identity. The subjects included 107 male and 106 female teenagers who live in the Seoul area and who were selected by a multi-stage sampling method. Data were collected by suing a questionnaire about sport corporations" brand equity, and the subjects were asked to indicate the degree of importance they place on certain variables on 15 point Likert scale by the self administration method. The scales were deemed reliable since the Cronbach a for the brand awareness and brand preference, brand association image, brand equity scales were .8325, .7289, .8247, .7582, respctively. As result, the following conclusion were drawn: 1. The brand identity element is important and recognized. 2. The brand which it prepers most was NIKE, character and high class it is with it appeared with the reason. 3. According to the specics of the population statistics(sex, area, grade) each brands showes differences in the brands equity(brand awareness and brand preference, brand association image, brand equity). 4. There was a difference to the brand equity(brand awareness and brand preference, brand association image, brand equlty) which it follows in population statistics quality(sex, area, grade) of the outside brand. 5. There was a difference to the brand equity(brand awareness and brand preference, brand association image, brand equlty) which it follows in population statistics quality(sex, area, grade) of the domestic brand. 6. There was a difference to the brand equity(brand awareness and brand preference, brand association image, brand equlty) which it follows in population statistics quality(sex, area, grade) of the domestic brand and outside brand.

목차

ABSTRACT
Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 연구결과 및 논의
Ⅳ. 결론 및 제언
참고문헌

키워드

sport brand sport brand identity brand equity