국내 프로야구 구단의 브랜드 이미지 강화전략

• 영문명: Reinforcement strategy of Brand Image of Domestic Professional Baseball Clubs
• 발행기관: 경희대학교 스포츠과학연구원
• 저자명: 정현철(Jung Hyun-Chul) 이정학(Lee Jeoung-Hak)
• 간행물 정보: 『체육학논문집』제32집, 29~39쪽, 전체 11쪽
• 주제분류: 예술체육 > 체육
• 파일형태: PDF
• 발행일자: 2004.12.01

영문 초록

  The purpose of this study was to investigate the brand image of Korean professional baseball clubs in the spectator"s view through brand image scale of the previous study and further to provide a direction in reinforcement strategy of brand image of professional baseball clubs. The target of this research were people who attended the games in four home stadiums consisting of LG Twins, Doo SID Bears, SK Wyverns, and Hyun Dai Unicorns during the 2004 Korean professional baseball season. 370 samples were used in this analysis. Four domains and ten sub domains from "A study of the generalization of sports brand image scale" by Hong, Seok-Pyo(2002) and reconstructed questionnaires of "A study of an effect of brand image on product consumption" by Kim, Ku-Nam(2002) were used as research materials. Factor analysis and reliability test used to confirm the availability of the scale. The results from descriptive statistics, analysis of variance by using SPSS WIN 11.0 are as following. First, results indicated that brand image for each baseball dub divided into several sub domains and its sub facets. LG Twins has excitement, competence as sub domain and refreshing, modernity as its facet for its brand image. SK Wyverns has excitement, sincerity as sub domain and refreshing, ruggedness as its facet. Hyun Dai Unicorns has sincerity, competence as sub domain and reliability, successful as its facet. Doo San Bears has excitement, ruggedness as sub domain and ruggedness, toughness for its facet. Second, the great impacts on developing brand image for each professional baseball club are shown as team formation factor, game style factor, and stadium factor except stadium factor of Hyun Dai Unicorns. In conclusion, A direction in reinforcement strategy of brand image are deduced as following. First, brand personality should be applied. Second, each professional baseball dub needs constant application of brand image. Consistency of brand image and brand image making movement in the baseball clubs and an application of Integrate Marketing Communication(IMC) and be applied in reinforcing brand image.

목차

ABSTRACT
Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 연구결과
Ⅳ. 프로야구 구단의 브랜드 이미지 강화전략 방향
Ⅴ. 결론
참고문헌

키워드

Professional Baseball Club Brand Image